MK9414 - Introduction to Marketing

What will I learn on this module?

This module will introduce you to the business philosophy and practice of marketing. It will examine how organisations can analyse and segment markets to improve performance and profitability by building long-term relationships with their customers. A wide range of marketing decisions is studied together with the influence of the changing marketing environment on these decisions.

Main lectures will introduce the basic theories of marketing:
• The Marketing Environment
• Consumer & Organisational Behaviour
• Target Marketing & Segmentation.
• Marketing Information Systems & Research.
• Dimensions of a Product, Branding and Product Life Cycle.
• Pricing Theory; strategies and tactics.
• The Promotional Mix: Advertising, PR, Direct & e-Marketing.
• Marketing channels

Whilst seminars and topical lectures will apply marketing theory to different case scenarios:
• Service Marketing
• Not for profit Marketing
• Food marketing
• Digital Marketing
• Environmental Marketing
• Sustainable Marketing

How will I learn on this module?

In each week you will have two, hour long lectures, a one hour seminar and one hour webinar. The lectures aim to develop your understanding of basic marketing concepts, strategies and tactics, supplemented by examples and case studies. Seminars will apply the theory to a variety of business scenarios as mentioned above. Topics and applications will be reinforced through directed and independent study. You will be able to follow up on these lectures and seminars through a one-hour weekly webinar with the members of the teaching team and fellow students to reinforce both the practical and theoretical learning.

How will I be supported academically on this module?

Support will be provided to you by staff delivering the lectures and seminars, with one main member of academic staff leading the module. Staff will provide verbal feedback during the seminars, which will challenge students on various introductory marketing concepts. Staff are accessible during lectures and seminars to answer module questions. Summative feedback is provided on group presentations and the individual assignment online.

Seminars are timetabled typically based on study programme cohorts, so you will be taught alongside fellow members from your degree programme for easier facilitation of peer support.

The final aspect of the direct contact support is a 1-hour weekly webinar, where students can link with the module tutor and other members of the teaching team to engage in question and answer sessions on the module materials and assessment brief.

Your module is supported by an e-learning portal, where you will not only find the material covered in lectures and seminars but also assessment details and various support facilities such as, directed study material, and guidance to further independent study enabling you to develop a broad and current knowledge of the subject matter.

You will be provided with a wide-ranging electronic reading list that comprises various commercial and academic reports, and journal articles that show case the application of various marketing techniques presented in the module.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
• Understand the essential principles of Marketing theory and their application in a variety of situations and organisations [MLO1]

• Understand and apply Marketing principles in given scenarios to assist in the solution of marketing problems. [MLO2]

• Analyse marketing problems; identify and justify solutions and consider their potential success. [MLO3]

Intellectual / Professional skills & abilities:
• Present solutions to marketing problems through effective teamwork and associated communication. [MLO4]

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Develop research skills appropriate to the assessment of your chosen marketing topic. [MLO5]

How will I be assessed?

Summative assessment:
The module assessment is split into two components.

The first component (30%) is undertaken in groups and forms the basis of the individual work. Students will present introductory marketing concepts in the context of the service industry, over two presentations that occur in the seminar.

It will address MLO2, MLO3 and MLO4.

The second component (70%) is an individual piece of work. This will require additional research and result in a business report of 1,500 words which will analysis the scenario and propose solutions.

It will address MLO1, MLO2, MLO3 and MLO5.

Formative Assessment:
This will mainly take place through seminar activities prior to being summatively assessed. Seminars typically set a group task to work on, then present and discuss solutions to the seminar group.





Module abstract

Introduction to Marketing does exactly what it says on the tin. The module will lead you through basic principles and strategies used by
marketers to research, design, produce, distribute, sell and manage products and services to satisfy a variety of target markets. You’ll also be
introduced to the types of career paths that marketing opens up. Employment opportunities in this fast-paced industry are wide-ranging and
suit a variety of personality types and skills sets, including both introverts and extroverts. These range from roles for logically focused analysts
and researchers through to creative designers and strategic sales people. You’ll develop your knowledge and ability to apply principles of
marketing to different types of organisations using a variety of marketing tools. And you’ll build employability skills around teamwork,
presentation delivery, research and the use of IT.

Course info

UCAS Code N150

Credits 20

Level of Study Undergraduate

Mode of Study 3 years full-time or 4 year sandwich

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Fee Information

Module Information

All information is accurate at the time of sharing.

Full time Courses starting in 2023 are primarily delivered via on-campus face to face learning but may include elements of online learning. We continue to monitor government and local authority guidance in relation to Covid-19 and we are ready and able to flex accordingly to ensure the health and safety of our students and staff.

Contact time is subject to increase or decrease in line with additional restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors, potentially to a full online offer, should further restrictions be deemed necessary in future. Our online activity will be delivered through Blackboard Ultra, enabling collaboration, connection and engagement with materials and people.


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