NES1101 : Introduction to Marketing and Consumer Behaviour
- Offered for Year: 2024/25
- Module Leader(s): Dr Beth Clark
- Owning School: Natural and Environmental Sciences
- 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 | |
Aims
Marketing is a key factor in business success. On a daily basis we are exposed to a plethora of marketing messages and actively engage in the marketplace and/or marketspace. Often our purchasing decisions are heavily influenced by organisational marketing efforts. We 'display' our favourite brands through the clothes we wear, the cars we drive and the football teams we support. Marketing is everywhere! It is an inescapable feature of our contemporary world. The focus of the module is on the theory and practice of marketing. The module will provide students with insights into the issues and tasks that marketing managers face in complex and dynamic marketplaces (and marketspaces) and the concepts and theories that can be used to inform marketing decision making and understand consumer behaviours.
This module has been mapped against:
• Chartered Institute of Marketing (CIM) Level 4 Marketing Module learning outcomes numbers 1-6 (out of 6),
• CIM Level 4 Customer Experience module learning outcomes relating to numbers 2, 4, 5 (out of 6)
• Association for Nutrition (AfN) core competencies:
- CC3d Religious and cultural beliefs and practices that impact on food, nutrition and health
- CC3e Consideration of financial/social and environmental circumstances on diet and nutritional intake
Outline Of Syllabus
Indicative content:
Introduction to Marketing (Semester 1)
- Development of Marketing thought and the process of exchange
- Analysis of Marketing Environments
- Marketing Information
- Consumer driven marketing strategy
- Segmentation, targeting and positioning
- Introduction to the Marketing Mix
- Innovation and new product development
- Pricing Decisions
- Marketing Communications
- Marketing channels and retailing
- Digital marketing
- Branding
Introduction to Consumer Behaviour (Semester 2)
- Needs, habits, motivation and values
- Learning, attitudes and preferences
- Exposure, attention and perception
- Emotions
- Information processing and heuristics
- Involvement
- Identity, groups, subculture and culture
- Consumer decision-making processes and theories.
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Guided Independent Study | Assessment preparation and completion | 2 | 1:30 | 3:00 | End of semester MCQ exams |
| Structured Guided Learning | Lecture materials | 35 | 1:00 | 35:00 | PiP/SO lecture |
| Guided Independent Study | Assessment preparation and completion | 36 | 0:50 | 30:00 | Revision for end of module assessment |
| Guided Independent Study | Directed research and reading | 1 | 50:00 | 50:00 | Required preparation and follow up reading from lectures using materials provided |
| Scheduled Learning And Teaching Activities | Small group teaching | 2 | 1:00 | 2:00 | End of semester seminars to consolidate learning |
| Scheduled Learning And Teaching Activities | Small group teaching | 1 | 1:00 | 1:00 | Student formative assessment during in-class seminar |
| Scheduled Learning And Teaching Activities | Drop-in/surgery | 2 | 1:00 | 2:00 | Group Q&A regarding Semester learning outcomes |
| Guided Independent Study | Independent study | 1 | 77:00 | 77:00 | Reading and research beyond the course material |
| Total | 200:00 |
Teaching Rationale And Relationship
Lectures convey the key principles of marketing and give the opportunity for further discussion to take place. They provide the best format for introducing new theory, presenting illustrative case studies and stimulating, where appropriate, in-class discussion.
Students will be directed to a range of on-line materials are available for students to practice and consolidate their learning
Assessment Methods
The format of resits will be determined by the Board of Examiners
Exams
| Description | Length | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|---|
| Digital Examination | 90 | 1 | A | 50 | MCQ |
| Digital Examination | 90 | 2 | A | 50 | MCQ |
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 |
|---|---|---|---|
| Oral Presentation | 1 | M | Oral group presentation during the semester 1 seminar |
Assessment Rationale And Relationship
Use of multiple choice exams encourages students to demonstrate their understanding of the subject area without recourse to notes or books. By making all questions compulsory students are forced to confront all aspects of the course material. Multiple choice exams are appropriate for testing a wide understanding of introductory level theory.
The arrangement for study abroad students who are required to depart prior to the semester 1 assessment period is that they will be set a 1500 word essay instead of the end of semester 1 MCQ test.
In class formative assessment will allow for students understanding of the core marketing theory concepts to be through working in groups to apply these to a case study. Use of a presentation format will allow for real time feedback and direction to areas for further study.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- NES1101's Timetable