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Module

MKT1002 : Introduction to Marketing

  • Offered for Year: 2020/21
  • Module Leader(s): Mrs Dawn McCartie
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semesters
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0

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 fully equipped with the 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 a number of mini marketing simulations and decision making activities

Outline Of Syllabus

1. What is Marketing?
2. Introduction to the Simulations
3. Branding
4. Market research
5. Buyer Behaviour
6. The Marketing Mix
7. Integrated Marketing Communications
8. Marketing Environments
9. Marketing Strategy
10. Digital Marketing

Teaching Methods

Please note that module leaders are reviewing the module teaching and assessment methods for Semester 2 modules, in light of the Covid-19 restrictions. There may also be a few further changes to Semester 1 modules. Final information will be available by the end of August 2020 in for Semester 1 modules and the end of October 2020 for Semester 2 modules.

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion150:0050:00N/A
Structured Guided LearningLecture materials361:0036:00N/A
Guided Independent StudyDirected research and reading181:0018:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching181:0018:00N/A
Guided Independent StudyIndependent study178:0078:00N/A
Total200:00
Jointly Taught With
Code Title
MKT1026Essentials of Marketing - Part 1
Teaching Rationale And Relationship

Lecture material will 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 lecture materials 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 lecture materials 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 to the software provides students with the resources to supports the lecture material through such things as mini cases, online MCQ’s where students can practice and test their understanding of the lecture material.

Assessment Methods

Please note that module leaders are reviewing the module teaching and assessment methods for Semester 2 modules, in light of the Covid-19 restrictions. There may also be a few further changes to Semester 1 modules. Final information will be available by the end of August 2020 in for Semester 1 modules and the end of October 2020 for Semester 2 modules.

The format of resits will be determined by the Board of Examiners

Exams
Description Length Semester When Set Percentage Comment
PC Examination601M50Multiple Choice Exam will be set as in class assessment via Canvas in Week 9 of Semester 1 by the Module Leader
Exam Pairings
Module Code Module Title Semester Comment
MKT1026Essentials of Marketing - Part 11Same Multiple Choice Exam as MKT1002 via Canvas in Week 9 of Semester 1
Other Assessment
Description Semester When Set Percentage Comment
Computer assessment2M50Individual simulations provided online for students complete in Semester 2
Formative Assessments
Description Semester When Set Comment
PC Examination1MStudents will complete mock MCQ's throughout S1 as formative assessments via Canvas the ebook
Computer assessment2MWithin discussion boards questions and answers on key topics within the S2 simulations
Assessment Rationale And Relationship

The multiple choice exam in semester 1 is appropriate for testing knowledge and understanding of key introductory marketing principles.

The simulations in S2 will cover the range of topics from the lecture material and the students will make decisions for their virtual manager and be awarded points as a result of the decisions made and the order of such decisions.

The assessment activities will encourage students to identify and effectively use information from a variety of sources, including the lecture material and small group teaching but also the guided learning they are directed to within the module. The assessment activities, therefore, directly and explicitly relate to the intended learning outcomes of the module.

Formative Assessment:

For S1 : an online mock MCQ exam (via the VLE) will take place in Seminar 1 as the formative assessment.

For S2: questions and answers with the tutor on key themes within the discussion boards which will align with the topics of the simulations


SEMESTER ONE ONLY STUDY ABROAD: the MKT1026 module is linked to this 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