ULMS Electronic Module Catalogue
The information contained in this module specification was correct at the time of publication but may be subject to change, either during the session because of unforeseen circumstances, or following review of the module at the end of the session. Queries about the module should be directed to the member of staff with responsibility for the module.
Title MARKETING MANAGEMENT
Code ULMS869
Coordinator Prof E Parsons
Marketing (ULMS)
Elizabeth.Parsons@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2019-20 Level 7 FHEQ First Semester 15

Pre-requisites before taking this module (other modules and/or general educational/academic requirements):
 

Modules for which this module is a pre-requisite:
 

Programme(s) (including Year of Study) to which this module is available on a required basis:
 

Programme(s) (including Year of Study) to which this module is available on an optional basis:
 

Teaching Schedule
  Lectures Seminars Tutorials Lab Practicals Fieldwork Placement Other TOTAL
Study Hours 28

           28
Timetable (if known)              
Private Study 122
TOTAL HOURS 150

Assessment
EXAM Duration Timing
(Semester)		 % of
final
mark		 Resit/resubmission
opportunity		 Penalty for late
submission		 Notes
Examination There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment. Assessment Schedule (When): 1  2 hours    60       
CONTINUOUS Duration Timing
(Semester)		 % of
final
mark		 Resit/resubmission
opportunity		 Penalty for late
submission		 Notes
Individual essay There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment. Assessment Schedule (When): 1  -1500 words    40       

Aims

To provide students with an understanding of marketing in terms of academic principles;

To provide students with an understanding of marketing in terms of practical applications.

Learning Outcomes

(LO1) To be exposed to current academic and practitioner issues in marketing management;

(LO2) To be familiar with the key elements of the extended marketing mix;

(LO3) To be able to evaluate the key components of the marketing environment;

(LO4) To appreciate the business advantages of understanding customers: buyer behaviour; marketing research; segmentation, positioning, targeting;

(LO5) To be able to follow contemporary marketing debates.

(S1) Adaptability. Adaptability will be developed in doing presentations and responding to questions.

(S2) Problem solving skills. Problem solving skills will be developed by preparing answers to case study questions.

(S3) Commercial awareness. Examples in lectures and three guest speakers on the module will assist students with the development of their commercial awareness

(S4) Teamwork. Teamworking skills will be developed by preparing presentations and responding to questions.

(S5) Organisational skills. Students will develop organisation skills in preparing for the essay and exam.

(S6) Communication skills. Students will develop their verbal communication skills by engaging in group work and presentations. Written communication skills will be developed in preparing for the essay and exam.

(S7) IT skills. Students will develop their IT skills by preparing the essay and presentations.

(S8) International awareness. International awareness will be developed by working with students from across the globe and learning about international case studies in lectures.

(S9) Ethical awareness. One of the case studies covers marketing ethics as does one exam question.

Teaching and Learning Strategies

Lectures x 28 hours

Self-directed learning x 122 hours
Students should use this time for preparation, searching the academic literature, wider reading, reviewing lecture material, note taking and assessment preparation.

Syllabus
 

Defining marketing as a business function and as a business philosophy, i.e. market(ing) orientation;

The marketing environment;

Customer buyer behaviour;

Marketing research methods;

Segmentation, positioning and targeting;

The elements of the marketing mix - product, price, promotion and place (and people, process and physical evidence);

Contemporary issues in marketing.

Recommended Texts
Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module.