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 MANAGEMENT
Code ULMS766
Coordinator Mr PJ Cowell
Marketing (ULMS)
P.Cowell@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2023-24 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 10

 10

       5

 25
Timetable (if known)              
Private Study 125
TOTAL HOURS 150

Assessment
EXAM Duration Timing
(Semester)		 % of
final
mark		 Resit/resubmission
opportunity		 Penalty for late
submission		 Notes
Examination There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment. Assessment Schedule (When): 1  2    100       
CONTINUOUS Duration Timing
(Semester)		 % of
final
mark		 Resit/resubmission
opportunity		 Penalty for late
submission		 Notes
             

Aims

This module aims to:

Provide students with an understanding of marketing in terms of academic principles;

Provide students with an understanding of marketing in terms of practical applications.

Learning Outcomes

(LO1) To be exposed to current academic and practitioner issues in marketing management;

(LO2) To be familiar with the key elements of the extended marketing mix;

(LO3) To be able to evaluate the key components of the marketing environment;

(LO4) To appreciate the business advantages of understanding customers: buyer behaviour; marketing research; segmentation; positioning; targeting;

(LO5) To be able to follow contemporary marketing debates.

(S1) Adaptability. Seminars - doing presentations and responding to questions.

(S2) Problem solving skills. Seminars - preparing answers to case study questions.

(S3) Commercial awareness. Examples in lectures and three guest speakers on the module.

(S4) Teamwork. Preparing presentations and responding to questions in seminars.

(S5) Organisational skills. Preparing for groupwork and exam.

(S6) Communication skills. Spoken: groupwork and presentations in seminars. Written: assignment and exam.

(S7) IT skills. Preparing group work.

(S8) International awareness. Working with students from across the globe in seminars - learning about international case studies in lectures.

(S9) Ethical awareness. One of the seminar case studies covers marketing ethics as does one exam question.

Teaching and Learning Strategies

2 hour lecture x 5 weeks
2 hour seminar x 5 weeks
1 hour asynchronous learning x 5 weeks
125 hours self-directed learning

Outside the classroom, a student’s time should be spent preparing questions in advance of seminars, reading materials, researching independently and preparing assessments both individually and as part of a group.

Syllabus
 

Defining marketing as a business function and as a business philosophy, i.e. market(ing) orientation;

The marketing environment;

Customer buyer behaviour;

Marketing research methods;

Segmentation, positioning and targeting;

The elements of the marketing mix - product, price, promotion and place (and people, process and physical evidence);

Contemporary issues in marketing.

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