MKT1026 : Essentials of Marketing - Part 1
- Offered for Year: 2024/25
- Available to incoming Study Abroad and Exchange students
- Module Leader(s): Mr Kirk Dodds
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
Semesters
Your programme is made up of credits, the total differs on programme to programme.
| Semester 1 Credit Value: | 10 |
| ECTS Credits: | 5.0 |
| European Credit Transfer System | |
Aims
This module provides students with a comprehensive introduction to marketing, current issues, its key principles, core concepts and strategic tools. The range of concepts that students will be introduced to include Marketing Communications, consumer behaviour, market research, the 7P’s of marketing, marketing strategy and marketing environments. By the end of the module, students will be equipped with the basic knowledge and skills required for further marketing modules that they may study.
The module aims to allow students to put theory into practice applying the principles of marketing to with real case studies and decision making activities.
See MKT1002 for more details.
Outline Of Syllabus
1. Marketing Principles
2. Buyer Behaviour
3. Segmentation, Targeting and Positioning
4. The Marketing Mix
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Scheduled Learning And Teaching Activities | Lecture | 14 | 1:00 | 14:00 | PIP Lectures |
| Guided Independent Study | Assessment preparation and completion | 1 | 30:00 | 30:00 | Multiple Choice Exam Preparation and Completion |
| Guided Independent Study | Directed research and reading | 33 | 1:00 | 33:00 | Based on approximately 3 hours per teaching week (3x11) |
| Scheduled Learning And Teaching Activities | Small group teaching | 3 | 1:00 | 3:00 | PIP Seminars |
| Guided Independent Study | Independent study | 17 | 1:00 | 17:00 | N/A |
| Scheduled Learning And Teaching Activities | Scheduled on-line contact time | 3 | 1:00 | 3:00 | Synchronous Online Discussion Sessions |
| Total | 100:00 |
Teaching Rationale And Relationship
Lectures convey the key principles of marketing strategy and give the opportunity for further reading and researching to take place. They provide the best format for introducing new theory and presenting case studies.
The lectures will be a combination of the explanation of key principles and theory and illustrative case study examples drawn both from the essential text and other case study sources.
These will be supplemented by the small group teaching sessions for working on various case studies linked to the lectures to allow students to apply their knowledge and learning. Students are also expected to work unsupervised and present their work in these sessions/and discussion boards to the tutor.
The recommended text linked provides students with the resources to supports the Lectures through material such as mini cases, online MCQ’s where students can practice and test their understanding of the lecture material.
Assessment Methods
The format of resits will be determined by the Board of Examiners
Exams
| Description | Length | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|---|
| Digital Examination | 60 | 1 | A | 100 | Multiple Choice Exam will be set via Canvas at the end of Semester 1 by the Module Leader |
Exam Pairings
| Module Code | Module Title | Semester | Comment |
|---|---|---|---|
| Introduction to Marketing | 1 | Same Multiple Choice Exam as MKT1002 via Canvas |
Formative Assessments
Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.
| Description | Semester | When Set | Comment |
|---|---|---|---|
| Digital Examination | 1 | M | Students will complete mock MCQ's throughout S1 as formative assessments via Canvas the ebook |
Assessment Rationale And Relationship
The multiple choice exam in semester 1 is appropriate for testing knowledge and understanding of key introductory marketing principles.
The assessment activity will encourage students to identify and effectively use information from a variety of sources, including the lectures and small group teaching but also the guided learning they are directed to within the module. The assessment activity, therefore, directly and explicitly relate to the intended learning outcomes of the module.
In the case of an alternative assessment for semester 1 (100% of the module mark) being necessary due to circumstances, the Module Leader will in discussion with the DPD and the University, discuss possible acceptable online alternatives, such as a take home exam delivered online with a set time limit to complete (24 hours or less as deemed appropriate), or an essay based assignment that is based on a case study.
Formative Assessment:
For S1 : an online mock MCQ exam (via the VLE) will take place in Seminar 1 as the formative assessment.
SEMESTER ONE ONLY STUDY ABROAD: the MKT1026 module is linked to the MKT1002 module and these students will only do S1 assessment - not S2 as this is an S1 module, therefore they will only be assessed using the MCQ in S1
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- MKT1026's Timetable