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.
Code ULMS540
Coordinator Mr A Raki
Marketing (ULMS)
Year CATS Level Semester CATS Value
Session 2023-24 Level 7 FHEQ Second Semester 10

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 10



Timetable (if known)              
Private Study 72


EXAM Duration Timing
% of
Penalty for late
CONTINUOUS Duration Timing
% of
Penalty for late
Individual narrated presentation and summary report. There is a resit opportunity. Standard UoL penalty applies for late submission. This is not an anonymous assessment. Assessment Schedule (Wh    100       


The module aims to equip students with the knowledge and skills needed to design, launch and manage a brand. Students will be required to design a brand and all its components, design a launch campaign to bring the brand to market, and address strategies to leverage and manage the brand over time.

Learning Outcomes

(LO1) Critically evaluate theories of branding

(LO2) Apply academic concepts, theories and models to a practical scenario

(LO3) Demonstrate professional presentation skills

(S1) Adaptability. The module will include examination of overarching theories of branding that can be adapted to understanding different branding environments. Students will also be introduced to a range of marketing and branding theories that can be adapted to different scenarios and case-study situations.

(S2) Problem solving skills. Opportunities to develop critical, analytical and creative skills are provided throughout the module and expected to be demonstrated in the assessment.

(S3) Commercial awareness. The module involves applied case studies in a wide variety of commercial situations.

(S4) Organisational skills. Organisational skills will be acquired in completing the assessments.

(S5) Communication skills. Students are expected to contribute to class discussions and to demonstrate competent communication skills in the assessment.

(S6) IT skills. Students will need to use a wide range of electronic databases to find and evaluate appropriate and relevant information from electronic sources. IT will be utilised to enhance assessed presentations.

(S7) International awareness. Numerous elements of the module involve international and cross-national and multi-national commercial case-studies. Students are also encouraged to share and/or research international applications.

(S8) Lifelong learning skills. The module aims to enable students to apply concepts and techniques learned in the module to their future learning - for example, the use and interpretation of indexed statistics, the sourcing of reliable information and its effective interpretation, the application of tools, theories and techniques.

Teaching and Learning Strategies

2 hour lecture x 5 weeks
3 hour seminar x 5 weeks
36 minutes asynchronous or peer to peer directed learning x 5 weeks
72 hours self-directed learning



Designing and building the brand:

This section covers all of the elements that make up a brand: name, logo, symbols, slogan, values personality, characterisation and packaging design;

Launch and management of the brand:

The promotional plan: explanation and application of all aspects of promotional planning: target market identification and justification; external analysis of key market trends; positioning strategies; media planning (including media scheduling, reach & frequency) and measurement models;


Underlying perspectives: motivation, perception, learning, memory;

The communications process model;

Advertising theories and process;

IMC support tools;

Sales promotions, marketing public relations & publicity; digital marketing communications; sponsorship (event, broadcast and cause); social media.

Recommended Texts

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