NBS8526 : Principles of Marketing
- Offered for Year: 2024/25
- Available for Study Abroad and Exchange students, subject to proof of pre-requisite knowledge.
- Module Leader(s): Professor Matthew Gorton
- 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: | 20 |
| ECTS Credits: | 10.0 |
| European Credit Transfer System | |
Aims
• To evaluate and assess critically, the principles in marketing and core marketing theory.
• To interpret marketing knowledge and analysis to critically evaluate current and formulate appropriate future marketing strategies, and produce coherent recommendations to achieve an organisation's strategic goals.
• To enhance students' skills to effectively communicate the results of their strategic market analysis and to provide evidence based recommendations to a client.
• To enhance students’ ability to work effectively, with flexibility and sensitivity, in multi-cultural teams.
Outline Of Syllabus
What is Marketing?
Marketing Strategy
Marketing Environment
Market Segmentation, Targeting and Positioning.
Product and Brand Management including New Product Development
Services marketing
Pricing
Marketing Communications
Distribution
Direct and digital marketing
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Scheduled Learning And Teaching Activities | Lecture | 20 | 1:00 | 20:00 | PiP - 20 x 1 hour lectures |
| Guided Independent Study | Assessment preparation and completion | 1 | 30:00 | 30:00 | N/A |
| Structured Guided Learning | Structured research and reading activities | 18 | 1:00 | 18:00 | Assumes 2hours of set reading per week. |
| Scheduled Learning And Teaching Activities | Small group teaching | 6 | 1:00 | 6:00 | PiP |
| Scheduled Learning And Teaching Activities | Drop-in/surgery | 11 | 1:00 | 11:00 | N/A |
| Guided Independent Study | Independent study | 1 | 115:00 | 115:00 | N/A |
| Total | 200:00 |
Teaching Rationale And Relationship
Lectures convey the key principles of marketing and core marketing theory. Seminars allow for discussion of case studies and examples. Drop in sessions allow for dealing with any specific questions of students / in-depth support.
Assessment Methods
The format of resits will be determined by the Board of Examiners
Exams
| Description | Length | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|---|
| Written Examination | 90 | 1 | A | 50 | Multiple choice exam to fit with CIM pathway requirements |
Other Assessment
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Design/Creative proj | 1 | A | 50 | 4000 word group report on live case study for client |
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 |
|---|---|---|---|
| Prob solv exercises | 1 | M | N/A |
Assessment Rationale And Relationship
The multiple choice test assesses understanding of knowledge relating to the principles of marketing and core marketing theory.
In the case of an alternative assessment for semester 1 (50% 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).
The design project allows students to interpret information on the marketing environment for a client to critically evaluate current and formulate appropriate future marketing strategies, producing coherent recommendations to achieve an organisation's strategic goals. Group based assignment enhances students' cross-cultural communication and problem solving.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- NBS8526's Timetable