MKT3006 : Global Advertising and Brand Promotion
MKT3006 : Global Advertising and Brand Promotion
- Offered for Year: 2024/25
- Module Leader(s): Professor Andrew Lindridge
- Lecturer: Dr Hao Du
- 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 |
| Semester 2 Credit Value: | 10 |
| ECTS Credits: | 10.0 |
| European Credit Transfer System | |
Pre-requisite
Modules you must have done previously to study this module
| Code | Title |
|---|---|
| MKT1002 | Introduction to Marketing |
| ACE1000 |
Pre Requisite Comment
School Academic Exchange Co-ordinators can approve Incoming Study Abroad student registrations on this module, based on the student’s previous study.
Students can have taken either ACE1000 or MKT1002 at Stage 1.
Co-Requisite
Modules you need to take at the same time
Co Requisite Comment
N/A
Aims
To provide students with a solid grounding in advertising and integrated brand promotion along with the ability to apply it in different contexts.
Outline Of Syllabus
- The world of advertising and brand promotion
- Social, ethical, and regulatory aspects of advertising and promotion
- Advertising, integrated brand promotion and consumer behaviour
- Planning advertising and integrated brand promotion
Learning Outcomes
Intended Knowledge Outcomes
By the end of this module students should have acquired sufficient knowledge in order to be able to:
- identify, discuss and critically analyze issues relevant to the areas of advertising and integrated brand promotion.
- Interpret ethical considerations within advertising
Intended Skill Outcomes
By the end of the module students should be able to critically analyse advertising related theories and their use in marketing communications decision making.
Intended Practical and Transferable Skills
By the end of the module students should be able to interpret findings from various academic sources in written work.
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Scheduled Learning And Teaching Activities | Lecture | 21 | 1:00 | 21:00 | PiP lectures for semesters 1 and 2, combination of 1 and 2 hour long in person lecture sessions |
| Guided Independent Study | Assessment preparation and completion | 1 | 60:00 | 60:00 | Time for students to complete formative and summative coursework & assessments |
| Guided Independent Study | Directed research and reading | 1 | 66:00 | 66:00 | Estimated based on 3 hours per teaching week (not necessarily to do in that week) |
| Scheduled Learning And Teaching Activities | Small group teaching | 8 | 1:00 | 8:00 | PiP seminars |
| Guided Independent Study | Independent study | 1 | 41:00 | 41:00 | Balance to equal 200 overall |
| Scheduled Learning And Teaching Activities | Scheduled on-line contact time | 4 | 1:00 | 4:00 | 1 whole cohort intro, 2 pre-assessment clinics (1 per semester), 1 closing session |
| Total | 200:00 |
Jointly Taught With
| Code | Title |
|---|---|
| MKT3101 | Global Advertising and Brand Promotion (Study Abroad S1) |
Teaching Rationale And Relationship
Lectures introduce aspects of theory and relate it to practical examples and case studies.
Seminars enable more interaction and discussion amongst students and academic staff and allow for elaboration of theoretical frameworks and how they are applied in practice to allow students to reflect on their learning and skillsdevelopment.
Private Study reflects time required to conduct secondary/ desk research, and prepare for assignment submissions.
Reading Lists
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 | N/A |
| Written Examination | 90 | 2 | A | 50 | N/A |
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 |
|---|---|---|---|
| Written exercise | 1 | M | N/A |
Assessment Rationale And Relationship
The essays test the students' knowledge and their ability to work under pressure.
Formative feedback - Students are asked to prepare a short written piece of work. The seminar convenor then provides cohort concluding comments at the end of each session.
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- MKT3006's Timetable
Past Exam Papers
- Exam Papers Online : www.ncl.ac.uk/exam.papers/
- MKT3006's past Exam Papers
General Notes
N/A
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Disclaimer
The information contained within the Module Catalogue relates to the 2024 academic year.
In accordance with University Terms and Conditions, the University makes all reasonable efforts to deliver the modules as described.
Modules may be amended on an annual basis to take account of changing staff expertise, developments in the discipline, the requirements of external bodies and partners, and student feedback. Module information for the 2025/26 entry will be published here in early-April 2025. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.