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 ULMS621
Coordinator Mr PJ Cowell
Marketing (ULMS)
Year CATS Level Semester CATS Value
Session 2023-24 Level 7 FHEQ First 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             0
Timetable (if known)              
Private Study 100


EXAM Duration Timing
% of
Penalty for late
CONTINUOUS Duration Timing
% of
Penalty for late
Individual report. There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment. Assessment Schedule (When): Semester 1    100       


The module aims to provide a grounded appreciation of the utility and universality of a marketing orientation as the process by which organisations align themselves to their environments in order to exploit opportunities and gain competitive advantage. Key issues concern the nature and influences of environmental factors, the diversity of stakeholders, key supply chain relationships, the nature of customer behaviour in consumer and industrial markets and supply chain design.

Learning Outcomes

(LO1) Evaluate the nature and scope of the issues typically associated with understanding the environment.

(LO2) Define marketing and supply chain management and trace their development as business disciplines, with particular reference to the broadening scope of the function in recent years, to incorporate not only physical goods but also intangible services and other market offerings.

(LO3) Critically analyse the role that marketing and supply chain management play in identifying, analysing and exploiting opportunities for the organisation's products and/or services.

(LO4) Evaluate the changing roles of consumers in the 21st century mediated by information and communication technology.

(S1) Problem solving skills. The module includes examination of overarching theories that can be adapted to strategic understanding of more complex and dynamic environments. Elements include problem solving for supply chain and consumption and marketing decisions.

(S2) Commercial awareness. Students are introduced to a range of fundamental theories for adaptation to different market environments and case study commercial situations. Students must apply their learning to a real company in the assessment.

(S3) International awareness. Numerous elements of the module involve international, cross-national and multi-national commercial case studies. Students are also encouraged to share and/or research international applications.

Teaching and Learning Strategies

Online Discussions x 28 hours

The learning and teaching strategy is founded upon the principles established through the MBA programme (see Section 6 of the Thoroughbred Horseracing Industries MBA Programme Specification). This module will include 28 hours of directed learning delivered online using both synchronous and asynchronous methods. The teaching will use a number of digital collaboration methods such as: online classrooms; online discussion boards; podcasts; blogs; video-blogs; video-presentations; and online simulations of decision environments and cases.

The module involves a range of learning and teaching strategies including interactive lectures, workshops, student-led exercises, case studies, video clips, quizzes and self-assessment questions.

Self-directed learning x 72 hours

Self-directed learning hours will be used by students to ensure that requisite reading is undertaken, preparation for online classes and presentations, and for completion o f assessed and non-assessed work that will aid and enhance the students’ own learning experience.



The module is centred around the three major strategic marketing planning questions, namely:

1. Where are we now?
A marketing orientation and alternative business models;
The marketing audit;
Utilising marketing strategy tools in order to analyse a firm's externals and internal environments.

2. Where do we want to be?
Analysis of growth strategy alternatives;
Understanding the changing role of consumers in the 21st century;
The segmentation, targeting and positioning process.

3. How are we going to get there?
Achieving competitive advantage through efficient and effective management of the supply chain; matching supply chain design to competitive strategy;
Product policy;
Pricing strategies;
The integrated marketing communications mix.

Recommended Texts

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