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
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

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.    50       

Aims

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

(LO1) Students will be able to critically appraise an analytical approach to advanced marketing strategy within organisations.

(LO2) Students will be proficient in analytical techniques using Microsoft Excel.

(LO3) Students will have a critical awareness of how marketing strategy applies to real-world practical challenges.

(LO4) Students will have developed cross-disciplinary skills in the fields of marketing and finance (marketing-finance interface).

(S1) Adaptability
Students will be asked to meet deadlines and work as part of a team.

(S2) Teamwork
Students will develop teamwork skills in preparing for the group assessment.

(S3) Communication skills
Students will need to communicate the core concepts of marketing strategy and will be asked to discuss these in tutorials. In the case of the exam, students will be expected to distinguish, evaluate, and judge the principles of marketing strategy.

(S4) Leadership
Throughout the module, students will be working together but also need to show leadership within the team to complete the group assessment on time.

(S5) International awareness
International case studies will be used in the module, and students will be discussing cultural aspects of marketing.

(S6) Problem Solving
Students will be asked to solve practical challenges through casework.

(S7) IT skills
Students will acquire basic Microsoft Excel software skills.


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


Syllabus

 

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

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