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 STRATEGY | ||
Code | MKIB363 | ||
Coordinator |
Dr A Al-Abdin Marketing (ULMS) Ahmed.Al-Abdin@liverpool.ac.uk |
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Year | CATS Level | Semester | CATS Value |
Session 2019-20 | Level 6 FHEQ | Second Semester | 15 |
Pre-requisites before taking this module (other modules and/or general educational/academic requirements): |
MKIB153 FUNDAMENTALS OF MARKETING; MKIB255 SERVICES MARKETING; MKIB256 MARKET RESEARCH |
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 |
24 |
5 |
25 |
54 | |||
Timetable (if known) | |||||||
Private Study | 96 | ||||||
TOTAL HOURS | 150 |
Assessment |
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EXAM | Duration | Timing (Semester) |
% of final mark |
Resit/resubmission opportunity |
Penalty for late submission |
Notes |
CONTINUOUS | Duration | Timing (Semester) |
% of final mark |
Resit/resubmission opportunity |
Penalty for late submission |
Notes |
Assessment 1: Marketing Plan Assessment Type: Coursework Size: 3000 words Weighting: 100% Reassessment Opportunity: Yes Penalty for Late Submission: Standard UoL penalty applies Anonymo | -3000 words | 100 |
Aims |
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This module examines the strategic dimensions of marketing, the interface between marketing activity, corporate strategies and tactics and the inter-relationship between marketing activity and other functional areas of business. The aims of this module are to provide students with the following: A critical understanding of the theoretical and practical aspects of the strategic processes around marketing activity; |
Learning Outcomes |
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(LO1) Students will be able to understand and critically appraise a wide variety of strategic marketing concepts and models. |
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(LO2) Students will be able to compare, contrast and evaluate the strategic options open to organisations in an international context. |
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(LO3) Students will be able to specify a clear rationale when choosing between strategic alternatives, and demonstrate the elements that can be used to create sustainable competitive advantage. |
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(LO4) Students will be able to demonstrate the importance of organisations having an ethical awareness within their marketing strategies. |
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(LO5) Students will be able to conduct and evaluate a marketing audit, and prepare effective and efficient marketing plans. |
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(S1) Adaptability |
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(S2) Problem solving skills |
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(S3) Commercial awareness |
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(S4) Organisational skills |
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(S5) Communication skills |
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(S6) IT skills |
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(S7) International awareness |
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(S8) Lifelong learning skills |
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(S9) Ethical awareness |
Teaching and Learning Strategies |
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Teaching Method 1 - Lecture Teaching Method 2 - Seminar Self-Directed Learning Hours: 96 Non-modular Requirements Skills/Other Attributes Mapping Skills / attributes: Adaptability Skills / attributes: Problem solving skills Skills / attributes: Commercial awareness Skills / attributes: Organisational skills Skills / attributes: Communication skills Skills / attributes: IT skills Skills / attributes: International awareness Skills / attributes: Lifelong learning skills Skills / attributes: Ethical awarenessHow this is developed: Developed in lectures |
Syllabus |
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Strategic thinking and the marketing environment; Environmental analysis; The competitive environment; Market segmentation, targeting and positioning; Strategic positioning; Strategic market planning; Market research; Marketing ethics and corporate social responsibility. |
Recommended Texts |
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Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module. |