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 FUNDAMENTALS OF MARKETING
Code MKIB153
Coordinator Dr L Sudbury-Riley
Marketing (ULMS)
L.Sudbury-Riley@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2019-20 Level 4 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 18

 4

         22
Timetable (if known)              
Private Study 128
TOTAL HOURS 150

Assessment
EXAM Duration Timing
(Semester)		 % of
final
mark		 Resit/resubmission
opportunity		 Penalty for late
submission		 Notes
Assessment 2: Unseen Examination Assessment Type: Written Exam Duration: 2 hours Weighting: 50% Reassessment Opportunity: Yes Penalty for Late Submission: Standard Penalty Applies Anon  2 hours    50       
CONTINUOUS Duration Timing
(Semester)		 % of
final
mark		 Resit/resubmission
opportunity		 Penalty for late
submission		 Notes
Assessment 1: Group Presentation Assessment Type: Practical Assessment Duration: 15 minute Group Presentation Weighting: 50% Reassessment Opportunity: Yes Penalty for Late Submission: No  15 minute group pres    50       

Aims

The aim of this module is to provide a grounded appreciation of the utility and universality of a marketing orientation as the process by which organisations align themselves to their operating environment, customers/stakeholders and markets

Learning Outcomes

(LO1) Understand the nature of the marketing environment and its relevance for the organisation and marketing practice

(LO2) Specifically, to be able to undertake an analysis of customer and competitive environments

(LO3) Understand the fundamental philosophy of marketing and its application in both business and not-for-profit organisations

(LO4) Identify and be able to apply key marketing concepts to aid marketing and business decisions

(LO5) Be able to demonstrate an understanding of the pratical aspects and processes of marketing

(S1) Adaptability

(S2) Problem solving skills

(S3) Numeracy

(S4) Commercial awareness

(S5) Teamwork

(S6) Organisational skills

(S7) Communication skills

(S8) IT skills

(S9) International awareness

(S10) Lifelong learning skills

(S11) Ethical awareness

Teaching and Learning Strategies

Teaching Method 1 - Lecture
Attendance Recorded: Yes

Teaching Method 2 - Seminar
Attendance Recorded: Yes

Self Directed Learning Hours: 128
Description: These independent learning hours are aimed at supporting the directed student learning. The module leader will provide guidance in the form of suggested readings and topics to examine with the expectation that students are well prepared to contribute to the seminar activities and to understand the content of lectures. Self-Directed Learning will include research activity, developing academic writing skills, and wider reading to support the module.

Skills/Other Attributes Mapping

Skills / attributes: Lifelong learning skills
How this is developed: Lecture
Mode of assessment (if applicable): Group Presentation

Skills / attributes: International awareness
How this is developed: Lecture
Mode of assessment (if applicable): Examination and Group Presentation

Skills / attribut es: IT skills
How this is developed: Lecture
Mode of assessment (if applicable): Group Presentation

Skills / attributes: Communication skills
How this is developed
Mode of assessment (if applicable): Group Presentation

Skills / attributes: Organisational skills
How this is developed:
Mode of assessment (if applicable): Group Presentation

Skills / attributes: Teamwork
How this is developed
Mode of assessment (if applicable): Group Presentation

Skills / attributes: Commercial awareness
How this is developed: Lectures & Seminars
Mode of assessment (if applicable): Examination and Group Presentation

Skills / attributes: Numeracy
How this is developed
Mode of assessment (if applicable): Group Presentation

Skills / attributes: Problem solving skills
How this is developed: Lectures & Seminars
Mode of assessment (if applicable): Examination and Group Presentation

Skills / attributes: Adapt ability
How this is developed: Lectures
Mode of assessment (if applicable)

Syllabus
 

Market-oriented management
External analysis
Marketing research
Consumer behaviour
Business to business marketing
Segmentation, targeting and positioning
Product strategy
Distribution
Pricing
Integrated marketing communications

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