NBS8088 : Marketing
- Offered for Year: 2024/25
- Module Leader(s): Professor Klaus Schoefer
- 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 an appreciation of the principles of marketing, including the main concepts and scope of marketing, the importance of the marketing environment, the marketing mix and the impact of marketing on competitive advantage. At the end of this course students will have an understanding of the strategic functions of marketing and an appreciation of how marketing strategies may be utilised by firms.
Outline Of Syllabus
Block A: Marketing Fundamentals
- Nature and scope of marketing
- Market segmentation, targeting and positioning
- Marketing environment and customer insights
- Buyer behaviour
Block B: Marketing Mix Decisions
- Product
- Price
- Place
- Promotion
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Scheduled Learning And Teaching Activities | Lecture | 5 | 1:00 | 5:00 | PIP Lectures |
| Structured Guided Learning | Lecture materials | 4 | 0:45 | 3:00 | N/A |
| Structured Guided Learning | Lecture materials | 4 | 1:00 | 4:00 | Recorded Lectures |
| Guided Independent Study | Assessment preparation and completion | 1 | 30:00 | 30:00 | Time for students to complete formative and summative coursework & assessments |
| Guided Independent Study | Directed research and reading | 1 | 33:00 | 33:00 | Estimated based on 3 hours per teaching week (not necessarily to do in that week) |
| Scheduled Learning And Teaching Activities | Small group teaching | 3 | 1:00 | 3:00 | PIP Seminars |
| Scheduled Learning And Teaching Activities | Drop-in/surgery | 1 | 1:00 | 1:00 | Online Live Pre-Assessment Clinic (delivered via Zoom) |
| Guided Independent Study | Independent study | 1 | 20:00 | 20:00 | N/A |
| Scheduled Learning And Teaching Activities | Module talk | 1 | 1:00 | 1:00 | Online Live Module Introduction (delivered via Zoom) |
| Total | 100:00 |
Teaching Rationale And Relationship
Recorded lectures (i.e. structured guided learning) provide the theoretical frameworks for understanding the principles of marketing. These are supplemented by seminars (i.e. scheduled learning and teaching activity) as well as structured guided learning activities based upon guided cases/readings/discussion questions. Private independent study focuses on set reading to enhance students’ understanding of the material presented in lectures and for preparation of the assignment.
Assessment Methods
The format of resits will be determined by the Board of Examiners
Other Assessment
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Case study | 1 | M | 100 | 2,000 word written case-based assignment |
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 |
|---|---|---|---|
| Case study | 1 | M | formative assessment will be provided during discussions and feedback on case studies |
| Prob solv exercises | 1 | M | short discussion questions and multiple-choice based tests |
Assessment Rationale And Relationship
Summative assessment: Relying on independent study skills, the case-based summative assignment assesses students’ ability to identify and apply relevant theory and concepts to marketing problems/issues.
Formative assessment: Throughout the module students will received feedback on formative assessment such as case-studies, short discussion questions and brief multiple choice-based tests. This will enable them to get feedback on their understanding of marketing theory and its application.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- NBS8088's Timetable