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 | Researching Markets and Consumers | ||
Code | ULMS889 | ||
Coordinator |
Professor E Parsons Marketing (ULMS) Elizabeth.Parsons@liverpool.ac.uk |
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Year | CATS Level | Semester | CATS Value |
Session 2024-25 | 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 |
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EXAM | Duration | Timing (Semester) |
% of final mark |
Resit/resubmission opportunity |
Penalty for late submission |
Notes |
CONTINUOUS | Duration | Timing (Semester) |
% of final mark |
Resit/resubmission opportunity |
Penalty for late submission |
Notes |
Individual essay. There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment. | 0 | 70 | ||||
Group presentation. There is a resit opportunity. Standard UoL penalty applies for late submission. This is not an anonymous assessment. | 15 | 30 |
Aims |
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This module aims to: Prepare students for either a career in marketing academia or in industry; Develop the skills of critical thinking and problem solving that are germane to both contexts; Develop students' ability to understand and make links between the wider global socio-cultural and technological trends in society and the practice and application of marketing and consumer research; Embody an approach to learning that recognises a range of learning styles and therefore aims to bring theory to life via visual and participatory methods such as co-creation workshops, videography and live debate as well as more traditional reading and writing activities. |
Learning Outcomes |
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(LO1) Students will be able to critically appraise wider cultural, social and technological trends in the local and global contemporary marketplace, and understand their implications for the way markets and consumers are researched. |
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(LO2) Students will have an in-depth working knowledge of a range of contemporary marketing and consumer research methods. |
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(LO3) Students will be able to critically discuss the differing philosophical and theoretical underpinnings of marketing and consumer research methods. |
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(LO4) Students will be able to critically evaluate the appropriateness and application of marketing and consumer research methods to solving current challenges in both industry and academic contexts. |
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(S1) Information literacy |
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(S2) Application of literacy |
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(S3) Global awareness |
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(S4) Problem solving |
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(S5) Teamwork |
Teaching and Learning Strategies |
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2 hour lecture x 5 weeks |
Syllabus |
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Lectures will discuss the theoretical and philosophical underpinnings of the methods below – examples of their application in both industry and academic contexts will be discussed. Guest lectures from academics and practitioners will be included to illustrate the application of methods. The seminars will involve the students practically applying the methods to a range of contemporary challenges. Ethnography; Netnography; Visual methods; Co-creation workshops; Participatory action research/ relational engagement; Story-telling and narrative. |
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. |