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 Researching Markets and Consumers
Code ULMS889
Coordinator Dr D Pirani
Marketing (ULMS)
D.Pirani@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2022-23 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 12

 12

       6

 30
Timetable (if known) 120 mins X 1 totaling 12
  		120 mins X 1 totaling 12
  		      60 mins X 1 totaling 6
  		 
Private Study 120
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
Group presentation. There is a resit opportunity. Standard UoL penalty applies for late submission. This is not an anonymous assessment.  15    30       
Individual essay. There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment.  0    70       

Aims

This module aims to:

Prepare students for either a career in marketing academia or in industry;

Develop the skills of critical thinking and problem solving that are germane to both contexts;

Develop students' ability to understand and make links between the wider global socio-cultural and technological trends in society and the practice and application of marketing and consumer research;

Embody an approach to learning that recognises a range of learning styles and therefore aims to bring theory to life via visual and participatory methods such as co-creation workshops, videography and live debate as well as more traditional reading and writing activities.

Learning Outcomes

(LO1) Students will be able to critically appraise wider cultural, social and technological trends in the local and global contemporary marketplace, and understand their implications for the way markets and consumers are researched.

(LO2) Students will have an in-depth working knowledge of a range of contemporary marketing and consumer research methods.

(LO3) Students will be able to critically discuss the differing philosophical and theoretical underpinnings of marketing and consumer research methods.

(LO4) Students will be able to critically evaluate the appropriateness and application of marketing and consumer research methods to solving current challenges in both industry and academic contexts.

(S1) Information literacy
Students will develop skills in information literacy, online, finding, interpreting, evaluating, managing and sharing information through the in class discussions as well as via the assessment.

(S2) Application of literacy
Students will develop the ability to produce clear, structured written work and oral literacy - including listening and questioning.

(S3) Global awareness
Students will develop awareness of international perspectives as professionals/citizens; the ability to locate, discuss, analyse, evaluate information from international sources; consider issues from a variety of cultural perspectives, consider ethical and social responsibility issues in international settings; value diversity of language and culture. Examples covered will reflect global perspectives and challenges with an emphasis on diversity and inclusion – content will also be structured around decolonising.

(S4) Problem solving
Students will develop skills in problem solving, critical thinking, creativity, analysing facts and situations and applying creative thinking to develop appropriate solutions. Taught sessions will cover critical thinking and analysis both directly in a dedicated seminar and indirectly through in class discussion and debate.

(S5) Teamwork
Students will develop teamworking skills in preparing for, and delivering, the group presentation.

Teaching and Learning Strategies

2 hour lecture x 6 weeks
2 hour seminar x 6 weeks
1 hour group learning x 6 weeks
120 hours self-directed learning

Syllabus
 

Lectures will discuss the theoretical and philosophical underpinnings of the methods below – examples of their application in both industry and academic contexts will be discussed. Guest lectures from academics and practitioners will be included to illustrate the application of methods. The seminars will involve the students practically applying the methods to a range of contemporary challenges.

Ethnography;

Netnography;

Visual methods;

Co-creation workshops;

Participatory action research/ relational engagement;

Story-telling and narrative.

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