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
Year CATS Level Semester CATS Value
Session 2021-22 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   6

      12

24

6

48
Timetable (if known)   60 mins X 1 totaling 12
 
      60 mins X 1 totaling 12
60 mins X 1 totaling 12
 
 
Private Study 102
TOTAL HOURS 150

Assessment

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

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;

Awareness and understanding of the strategic significance of marketing;

An appreciation of the way that marketing integrates with other aspects of the business model;

The conceptual and practical tools and models to undertake an internal and external marketing audit and analysis;

The conceptual underpinnings and awareness to develop practical marketing plans;

An understanding of the impact of ICT and e-commerce on marketing strategy;

An understanding of the corporate and tactical impact of communications on t he marketing process;

To develop a sound theoretical and practical understanding of processes of marketing strategy formulation, implementation and control;

An understanding of the barriers that exist to effective implementation of marketing strategy.


Learning Outcomes

(LO1) Students will be able to understand and critically appraise a wide variety of strategic marketing concepts and models.

(LO2) Students will be able to compare, contrast and evaluate the strategic options open to organisations in an international context.

(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.

(LO4) Students will be able to demonstrate the importance of organisations having an ethical awareness within their marketing strategies.

(LO5) Students will be able to conduct and evaluate a marketing audit, and prepare effective and efficient marketing plans.

(S1) Adaptability

(S2) Problem solving skills

(S3) Commercial awareness

(S4) Organisational skills

(S5) Communication skills

(S6) IT skills

(S7) International awareness

(S8) Lifelong learning skills

(S9) Ethical awareness


Teaching and Learning Strategies

Teaching Method – Online Asynchronous Learning Materials
Description: Mix of teacher-led and student-led learning to deliver threshold concepts achieved by introducing key terms and moving onto more critical marketing concepts as the module progresses. Formative assessments are used in lectures such as concept maps, multiple choice questions (via mentimeter), case study analysis, short answer questions and simulation exercises.
Unscheduled Directed Student Hours: 12
Attendance Recorded: No

Teaching Method: Large Group Teaching
Scheduled Directed Student Hours: 24
Attendance Recorded: Yes

Teaching Method - Seminar
Description: Each seminar is topic specific, based around small group teaching and is designed to equip students with the knowledge and ability to conduct the assessments. Through the seminars, students will engage with each other within their own designated groups and prepare set tasks before coming to the class. For i nstance, in seminar one, students will decide on how they proceed with a situation analysis for their marketing plan and in preparation for seminar 2 for instance, prepare an outline of the key competitors , their chosen organisations market positioning as well their segmentation, targeting and positioning strategies.
Scheduled Directed Student Hours: 6
Attendance Recorded: Yes

Teaching Method : Group Study
Description: Bi-weekly 1 hour session to foster student community and engagement by working with others on their ‘active learning’ activities
Scheduled Student Hours: 6
Attendance Recorded: No

Self-Directed Learning Hours: 102

Non-modular Requirements
MKIB153 and either MKIB255 or MKIB256

Skills/Other Attributes Mapping

Skills / attributes: Adaptability
How this is developed: Developed through tutorial groupwork in seminars
Mode of assessment (if applicable)

Skills / attributes: Problem solving skil ls
How this is developed: Coursework
Mode of assessment (if applicable): Marketing plan

Skills / attributes: Commercial awareness
How this is developed: Developed through coursework
Mode of assessment (if applicable): Marketing plan

Skills / attributes: Organisational skills
How this is developed: Developed through coursework
Mode of assessment (if applicable): Marketing plan

Skills / attributes: Communication skills
How this is developed: Developed through coursework
Mode of assessment (if applicable): Marketing plan

Skills / attributes: IT skills
How this is developed: Developed through coursework
Mode of assessment (if applicable): Marketing plan

Skills / attributes: International awareness
How this is developed: Through tutorial groups being multicultural
Mode of assessment (if applicable)

Skills / attributes: Lifelong learning skills
How this is developed: Developed through coursework
Mode of assessment (if applicable): Marketing plan

Skills / attributes: Ethical awareness
How this is developed: Developed in lectures
Mode of assessment (if applicable): Marketing plan


Syllabus

 

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

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