Other options

If you study Marketing BA at XJTLU you can choose from these options to study at the University of Liverpool on the XJTLU 2+2 programme.

Study   ›  Undergraduate courses  ›   XJTLU 2+2

Marketing BA (Hons): XJTLU 2+2 programme

Course details

Our Marketing BA (Hons) programme will provide you with a solid grounding in the main management disciplines. You will also be able to specialise in marketing, allowing you to examine how customers and consumers behave, how markets function and evolve and how firms interact with these markets.

The University of Liverpool Management School Business, Management and Marketing subject area is ranked 25th from 119 providers, a rise of 10 places from last year. (Times Good University Guide 2023).
*based on subject area.

Course overview

Our Marketing programme contains specialist modules including digital marketing, branding, market research, relationship marketing, digital marketing and analytics, international marketing and marketing strategy which will help you develop your overall marketing skills alongside provide you with networking and employability skills.

During your time at Liverpool, you will have the opportunity to meet and work with local businesses to network and build your skills which will make you stand out as a graduate and to assist you with kick-starting your career in both small and large organisations plus specialist marketing agencies.

Accredited by the Chartered Institute of Marketing (CIM) and Chartered Institute of Management Accountants (CIMA), our Marketing programme comes with excellent teaching and quality content as you will be taught by staff with a mixture of research and professional backgrounds. You can be confident of studying a programme full of interesting and relevant content that underpins the important role that marketing plays in business and society.

Course content and modules

Year two

In your second year, you will take more specialised marketing modules such as Market Research, Retail Marketing and Branding, Services Marketing alongside business-related modules to further develop your knowledge of the modern business environment.

Upon successful completion of your second year, you will be able to understand and critically evaluate knowledge of business and marketing concepts to diverse organisational contexts using plus be able to demonstrate the link between entrepreneurship, innovation and business creation from start-ups right up to large multinational organisations.

On the 2+2 programme, you'll study your third and fourth years at the University of Liverpool. These will be year two and year three of the University of Liverpool's programme of study.

Compulsory

BRANDING (MKIB202)

Credits: 15 / Semester: semester 1

The module aims to provide students with the knowledge and skills required to design, launch and manage a brand. The distinctive features of this module are to deploy an array of innovative teaching methods to develop an appreciation of branding practices and strategies by applying theoretical concepts and marketing models to practical activities and allow students to design and deliver a new brand. Through this module, you will gain a unique insight into critiquing local and global brands, understand how brands operate in an international context and have the opportunity to develop your own new brand. You will be equipped with theoretical knowledge and an understanding of how brand management strategies are used when managing both new and existing brand portfolios. The module will be delivered across the whole semester via lectures (12x 2hr lectures) and seminars (5x1hr seminars- alternate weeks). The methods of the assessment for this module are a group report (40%), an individual assignment (50%) and Assessment Centre (10%). 2nd year marketing students will also have the opportunity to participate in a marketing programme field trip (in semester 2). Some exciting field trip destinations include, Antwerp and Valencia, Spain.

BUSINESS ETHICS (PHIL272)

Credits: 15 / Semester: semester 2

This module deals with business ethics and the social responsibility of business organizations. It is designed to inform decision-making about ethical challenges arising in business. It will help students identify and manage difficult ethical dilemmas they are likely to encounter in their future career. It is not intended to convert sinners into saints, to preach ethical truths, or to convey the wisdom of moral philosophers. However, it will develop students’ analytical skills in ethical reasoning and provide them with a substantive framework to deal with ethical challenges. The module is taught by lecture (2 x 1 hour lectures per week, or a set of recorded mini-lectures available online if necessary) and workshops (2 during the semester, 2 hours each, which may occur online if necessary). Assessment is via case study analysis (40%) and an open book examination (60%). There will also be formative tests during the term. This module is identical to PHIL271, except that it runs in Semester 2.

INTEGRATED MARKETING COMMUNICATIONS (MKIB257)

Credits: 15 / Semester: semester 1

​ This module develops awareness of the value of marketing communications in enhancing organisational effectiveness.  

MARKET RESEARCH (MKIB256)

Credits: 15 / Semester: semester 2

This module seeks to highlight the role of, and need for, market research in supporting marketing decision-making. It involves a range of teaching strategies built around online learning activities (e.g., videos) and case studies. Additional material will be in the form of web-based reading and research, selected texts, journal articles and contemporary magazine and press articles. It is assessed through two pieces of coursework. The coursework involves a market research proposal and the completion of a group project which is designed to put market research techniques into practice.

RETAIL MARKETING (MKIB230)

Credits: 15 / Semester: semester 1

This module will introduce you to the exciting world of retail marketing, opening your eyes to the competitive and continual demands of an industry that is in constant flux! Think you have what it takes to be a retailer in the future? This course will give you the cutting edge knowledge you need to holistically understand and analyse retail practices. There is a lot more to it than pile em’ high sell ’em cheap (although this works well for Walmart, the worlds biggest retailer who took lots of products out of their packaging to make them cheaper and take up less space on the shelves….learn facts like this and many more in this module).

SERVICES MARKETING (MKIB255)

Credits: 15 / Semester: semester 2

This module focuses upon ways in which services marketing is distinct from tangible goods marketing, highlighting a range of concepts and frameworks to highlight such distinctions.

Optional

BUSINESS IN THE GLOBAL ECONOMY (MKIB225)

Credits: 15 / Semester: semester 2

Business strategies and behaviour are part and parcel of dynamic interactions between a wide range of actors in the world economy. This module aims at producing the basic knowledge and skills for understanding that interaction, taking into consideration firms but clearly examining also other types of actors such as states, international organisations, labour and social movements. It does so by asking three sets of interrelated questions. Firstly, why do businesses internationalise their operations? What, and in relation to whom, can they gain from doing so? Secondly, how do transnational corporations operate across borders? How do these operations contribute to patterns of international development? Are these patterns smooth and harmonious (simple globalisation) or uneven? Thirdly, what is the current (and future) context in which transnational enterprise takes place? Recently, the 2007-09 global economic and financial crisis, the 4th Industrial Revolution, the climate change crisis and the global health crisis have transformed the dynamics of the world economy in a number of ways, and the module aims at enhancing knowledge of this new context of business. The module will also consider key phenomena ranging from the role of the BRIC economies in the future international economic order to gender. Throughout the module, we will consider political (power) and ethical issues, as they are fundamental to understanding the world economy, past, present and future.

Equality, Diversity and Inclusion in Organisations (ULMS226)

Credits: 15 / Semester: semester 2

This module provides an overview of what workforce equality, diversity and inclusion (EDI) are and their relevance and usefulness in improving the understanding and management of people at work. Today’s workplace is changing due to a number of factors including an ageing population and increases in the number of women and ethnic minorities. As a result, there is a need to effectively understand and manage EDI in organisations in order to create an inclusive workplace that meets organisational outcomes. A number of issues that managers of a diverse workforce face are explored. In particular, issues such as gender, age, ethnicity, disability, religion, sexual orientation and intersectional identities are discussed. Two key approaches towards EDI are reviewed: the social justice case and the business benefits case. The module also explores a range of EDI related concepts and topics such as social identity, stereotyping and discrimination. It also considers the protected rights of employees covered by UK legislation as well as international legislative drives and policies.
Successful students will develop their understanding of the field of EDI and their own personal position within it. They will also inform their practice as future managers from both research and practitioner perspectives.
The module will be delivered through lectures and seminars It will be assessed by completion of, an individual piece of reflection and an individual report.

ENTREPRENEURSHIP (ULMS252)

Credits: 15 / Semester: semester 1

The module introduces students to the practical aspects of entrepreneurship and new firm formation in a live action centred manner. It is highly interactive and exposes students to the challenges faced by many new start-up firms, seeking to ensure students understand the ethical and social value aspects of entrepreneurship.

INNOVATION AND ENTREPRENEURSHIP (ULMS259)

Credits: 15 / Semester: semester 1

Innovation and entrepreneurship draw together key themes relating to the development of new products, new processes and new organisations in the business environment. Innovation is strategic when it is consistent with a corporation’s mission, vision and values and is created to enhancing the strategic positioning and/or competitiveness of organisations. This module deals with the principles underpinning innovation and entrepreneurship in the context of a global business environment.
In this module students will gain a deep understanding of the role of strategic innovation activities in various organisational settings as a tool to developing a longer-term entrepreneurial culture. It will focus on comparing methods of best practice for entrepreneurial innovation developments and how these are utilised in practice using case studies and simulated examples.
The module draws on both theory and practice from a range of sub-disciplines and areas of study, including examples of innovation within large public and private sector organisations as well as smaller technology-based organisations both local and international.
Whilst the module provides theoretical insight into innovation and entrepreneurship, students will also be encouraged to identify best practices in the management of innovation and entrepreneurship in organisations.

INTERNATIONAL MANAGEMENT (MKIB253)

Credits: 15 / Semester: semester 2

In a globalised world, companies of all kinds are no longer limited to producing and selling their goods and services in domestic markets. They explore global markets and operate across national borders. What challenges do companies face as they operate in multiple nation-states? How are they different from the domestic companies? How can multinational companies (MNCs) be managed effectively in order to stay competitive in the global market? This module aims to produce the knowledge and skills for students to address these questions. The module is structured into three parts. The first part discusses globalisation and MNCs, providing an overview of the changing landscape of the global economy. The second part focuses on the challenges that faced by MNCs with an analysis on the complex and often conflicting external environmental factors that shape the strategy and management of MNCs. The third part discusses how MNCs manage these challenges, exploring different strategies and practices that managers could consider in managing operation, talents and knowledge across borders.

INTERNATIONAL FINANCE (NON-SPECIALIST) (ACFI260)

Credits: 15 / Semester: semester 1

This module delivers an outlook of issues of international finance, such as parity conditions, currency exposures/management and international capital markets; especially focusing on the financial management of multinationals. The groundwork is based on fundamentals of finance which provides an introduction to the core principles of finance, valuation and financial decision-making, within the domestic setting and then expands to the international setting.

OPERATIONS MANAGEMENT: TOOLS AND TECHNIQUES (EBUS209)

Credits: 15 / Semester: semester 1

The module aims to introduce a range of operations management theories to students and considers their application to contemporary business environments. The module covers:

Operations strategy – operational impacts of strategic decisions;

Operations design – optimising operations for competitive advantage;

Tools and techniques – from theory to application in contemporary contexts;

Manufacturing and service environments – challenges for operations management;

Coordinating operations – supply chain management.

PRACTICAL METHODS FOR PROBLEM SOLVING (ULMS215)

Credits: 15 / Semester: semester 2

This module aims to develop students’ academic skills, by providing them with an awareness of the main methodological approaches, tools and techniques (both qualitative and quantitative) that are necessary to use to produce a credible piece of research. The module will also offer students an opportunity to gain some valuable problem-solving skills, and some practical experience of conducting interviews and of analysing quantitative data using, for example, Excel, and Nvivo, with a view to further develop their employability skills. Student who intend to undertake a final year independent project (whether in the form of dissertation or consultancy style project) will particularly benefit from the methodological training and academic guidance provided in this module.

SALES AND NEGOTIATION (ULMS217)

Credits: 15 / Semester: semester 2

Many people must be able to sell effectively; selling ideas, selling business plans to partners or investors, influencing stakeholders, gaining commitment from others, identifying the needs of others, building professional relationships and trust.

Therefore, the module will focus on developing sales and negotiations skills in practical tasks and will be assessed in realistic sales situations as either buyers or sellers. The two are inextricably linked.

SUSTAINABLE FORMS OF ENTERPRISE AND ENTREPRENEURSHIP (MKIB235)

Credits: 15 / Semester: semester 1

​ This module will introduce students to the many forms of enterprise and entrepreneurship that exist. Entrepreneurship is often presented only in a limited format, with a key ‘heroic’ entrepreneur taking risks and achieving business growth usually measured by monetary gain. While this classical approach tends to glorify entrepreneurship in certain ways, ignoring how difficult it is to build a business for profit, it also marginalises many other forms of enterprise. Better ways of ensuring the enterprise is a success can be founded in sustainable forms of entrepreneurship. In this module students will gain new knowledge about what these others types of enterprise are, how they are formed and why they are pursued. For instance, social enterprise tends to focus on a pursuit of a social mission first and foremost, with social entrepreneurs being diverse in their motivations. Collective forms of enterprise may seek to redistribute profits amongst a community of members, such as through a cooperative organisation while entrepreneurship in low income communities may well be a catalyst to other forms of capital building, such as social and human capital. Students will be able to learn that engagement in enterprise is based on a wider set of motivations than merely individual monetary gain and that successful entrepreneurship can be defined in many ways. The module will act as a good foundation for the third-year model, Social Enterprise.

THEORY OF THE FIRM (ECON254)

Credits: 15 / Semester: semester 1

This module gives an overview of some very basic economic principles as it applies to the firm and its environment. It equips the student with the knowledge and skills necessary to understand and evaluate internal and external factors that influence the strategic decisions made by the firms. This includes the analysis of the nature and behaviour of firms in international markets. It is designed for non-economists such as Business Studies students . Explanations are sometimes based on very basic diagrams and students are expected to have GCSE level maths.

Your experience

Day-to-day teaching will take place in the University of Liverpool Management School; a world leading centre for management and leadership education and research and is one of an elite group of institutions worldwide to hold the gold standard ‘triple-crown’ accreditation. At the Management School, students have access to careers education, opportunities to work as well as excellent library and IT facilities, just one minute’s walk away.

Virtual tour

What students say...

What I love most is my teachers and the class atmosphere. For the classroom atmosphere, the teachers encourage us to share opinions freely. Students from all over the world have given me the opportunity to discuss and collaborate with people from different culture backgrounds.

Xu Chenchen