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 ENTREPRENEURIAL MARKETING
Code ULMS792
Coordinator Dr R Frank
Strategy, IB and Entrepreneurship
Regina.Frank@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2024-25 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
             
CONTINUOUS Duration Timing
(Semester)		 % of
final
mark		 Resit/resubmission
opportunity		 Penalty for late
submission		 Notes
Individual report: Marketing analysis, problem identification and solutions. There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment.  0    60       
Individual presentation. Implementation of proposed solutions: Marketing campaign There is a resit opportunity. Standard UoL penalty applies for late submission. This is not an anonymous assessm  0    40       

Aims

This module aims to engage students with entrepreneurial marketing in theory and practice by:

Providing students with opportunities to appraise established and contemporary principles and concepts;

Exposing students to real live cases of entrepreneurial firms;

Fostering students’ entrepreneurial marketing knowledge, skills and understanding.

Learning Outcomes

(LO1) Students will be familiar with the intersection of marketing and entrepreneurship.

(LO2) Students will be able to explain traditional and contemporary marketing theories, concepts and tools.

(LO3) Students will be able to apply marketing concepts and tools.

(LO4) Students will be able to research, analyse and evaluate a range of data, and sources of information.

(LO5) Students will be able to synthesise complex information in oral and written formats.

(LO6) Students will be able to critically discuss contemporary issues such as digital marketing and ethical marketing.

(S1) Commercial acumen:
Students will be required to analyse live case studies and propose realistic solutions taking into account the external context and internal resources of the firm.

(S2) Research skills
Students will be required to search for, locate, extract, organise, critically evaluate, use or present information that is relevant to a particular topic, using appropriate methodologies to do so.

(S3) Independent learning skills
Students will be required to prepare for lectures and seminars as well as their assignments, research for relevant academic and non-academic information, analyse this and manage their own time effectively to reach the learning objectives of this module.

(S4) Digital literacy skills
Students will be required to find, evaluate, utilise, share, and create content using information systems and technologies.

(S5) Creativity
Students will be required to generate ideas, visualise alternative, design marketing tasks, in innovative and resourceful ways.

(S6) Problem solving
Students will be required to identify and analyse issues that need to be solved; create and share ideas and potential solutions.

(S7) Project management skills
Students will be required to organise effectively the work related to their assignments, prioritise related tasks, research and communicate with different stakeholders to deliver their assignments in time at the expected level.

(S8) Communication skills
Students will be required to present results of their analyses and recommendations in verbal and non-verbal manner, in written and oral formats, during the course and as part of their assessments.

(S9) International awareness
Students will have the opportunity to learn and reflect about international differences at organisational and individual level, as learners in class and as managers and consumers from and in different contexts.

(S10) Ethical awareness
Students will be required to research and reflect on the ethical implications of different marketing decisions and actions.

(S11) Self-reflection
Students will be required to think about their mindsets, values and behaviours, the cases introduced in class as well as their learning journey throughout the module, and communicate this in class, during feedback sessions throughout the module as well as part of their assignments

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
 

The marketing and entrepreneurship interface;

Marketing in the context of entrepreneurial firms;

Traditional and contemporary marketing concepts and tools;

Digital marketing;

Ethical marketing;

Marketing theories, concepts and tools;

Marketing analysis, marketing plan and marketing campaigns.

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