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 | ULMS891 | ||
Coordinator |
Professor A Colicev Marketing (ULMS) Anatoli.Colicev@liverpool.ac.uk |
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Year | CATS Level | Semester | CATS Value |
Session 2023-24 | Level 7 FHEQ | Second 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 |
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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. | 40 | 50 | ||||
CONTINUOUS | Duration | Timing (Semester) |
% of final mark |
Resit/resubmission opportunity |
Penalty for late submission |
Notes |
Group assignment. There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment. | 0 | 50 |
Aims |
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The module aims to: Prepare students for the role of marketing strategy within modern organisations; Support students' understanding of what an analytical approach to marketing strategy brings to organisations; Show and elaborate on a set of analytical techniques with the help of Microsoft Excel; Highlight the real-world practical challenges of marketing strategy with the help of case studies; Equip students with the skills that will allow them to bridge the fields of marketing and finance (marketing-finance interface); Expose students to novel open-source software; R and R-studio. |
Learning Outcomes |
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(LO1) Students will be able to critically appraise an analytical approach to advanced marketing strategy within organisations. |
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(LO2) Students will be proficient in analytical techniques using Microsoft Excel. |
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(LO3) Students will have a critical awareness of how marketing strategy applies to real-world practical challenges. |
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(LO4) Students will have developed cross-disciplinary skills in the fields of marketing and finance (marketing-finance interface). |
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(S1) Adaptability |
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(S2) Teamwork |
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(S3) Communication skills |
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(S4) Leadership |
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(S5) International awareness |
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(S6) Problem Solving |
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(S7) IT skills |
Teaching and Learning Strategies |
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2 hour lecture x 5 weeks |
Syllabus |
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Week 1: Overview of several principles of marketing strategy. During this week, the topic will be presented to students and marketing strategy placed as a key business function. The marketing-finance interface is introduced. Week 2: Acquisition, expansion, retention (AER Model). Key principles of acquiring, expanding, and retaining customers are discussed. A brief overview of regression and logistic regression is presented. Week 3: AER model: Case. The practical issues of an AER model will be shown with the help of a case. Week 4: Brand equity: measurement and impacts on financial performance. This week considers how brand equity helps elevate marketing strategy to new heights. It will also explore how to measure brand equity and how it affects financial performance. Week 5: Brand equity and social media marketing. Several antecedents of brand equity will be presented. The quantitative effects of social media marketing are showca sed. The practical issues of brand equity will be shown with the help of a case. Week 6: A brief overview of the other topics of marketing strategy. This final week considers how the other advanced principles of marketing strategy. |
Recommended Texts |
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Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module. |