MK9407 - Markets and Customers

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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:
• Modelling 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 and sales.
• Marketing channels

Whilst seminars and topical lectures will apply marketing theory to different case scenarios:
• Service Marketing
• Not for profit Marketing
• Food marketing
• B2B Marketing
• Digital Marketing
• Global Marketing
• Environmental Marketing
• Marketing of SME’s

How will I learn on this module?

Most weeks you will have two, hour long lectures and a one hour seminar. 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 which will include online tests.

You will also work with others on a marketing simulation exercise which will allow you to apply your learned theory within a competitive environment. The simulation activity will run over an intensive two week period when lectures are suspended and your work is supported by tutorial sessions The simulation allows you to work with others in your own company, competing against others, and putting into practice theories covered in the lectures

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. You will be able to access all these people within both class, and either by appointment or during their office hours which staff promote to students.

Seminars are timetabled typically based on study programme cohorts, so you will be taught alongside fellow members from your particular degree programme for easier facilitation of peer support. During the two week marketing simulation activity classes will mainly be substituted by small group tutorials allowing you to work closely with your tutor on this activity.

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 recordings of certain lectures, directed study material, and guidance to further independent study enabling you to develop a broad and current knowledge of the subject matter. The e-learning portal will also house the online formative tests which you can undertake to check their progress and learning on the module/

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)

Intellectual / Professional skills & abilities:

• Analyse marketing problems; identify and justify solutions and consider their potential success through effective teamwork and associated communication. (MLO3)

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):

How will I be assessed?

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

The first component (30%) is undertaken in groups and based around the use of a Marketing simulation game. You will work as a company, competing against other groups within an industry. Your decisions will be informed by the learning undertaken so far and give you the opportunity to apply theory to a dynamic situation. This work will be mainly undertaken across a two week period towards the end of the semester.

It will address MLO1, MLO2 and MLO3.

The second component (70%) is an individual piece of work. You will be assigned a marketing situation to analyse and propose solutions. This will require a good deal of background research and result in a business report.

It will address MLO1, MLO2 and MLO3.

Formative Assessment:
This will mainly take place through seminar activities including practice oral presentations and marketing simulation activities prior to being summatively assessed. Online tests will also be available to students to test their grasp of the subject content.





Module abstract

We are all customers of marketers and this module introduces you to the principles and strategies used by marketers to try to keep us satisfied. Employment opportunities within this discipline are very broad, suiting the needs of a wide variety of personality types and skills sets. You will develop both knowledge and the ability to apply it to different types of organisations using a variety of marketing tools, and developing employability skills such as team work and the use of IT. The participation in an online simulation activity provides you with the vehicle to learn through making live decisions within small groups, creating your own virtual products and competing against fellow students.

Course info

UCAS Code N550

Credits 20

Level of Study Undergraduate

Mode of Study 4 Years Full Time

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2020

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