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 ULMJ869
Coordinator Dr A Raki
Marketing (ULMS)
Amir.Raki@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2024-25 Level 7 FHEQ Summer (June-September) 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 essay x 3 There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment.  0    100       

Aims

To provide students with an understanding of marketing in terms of academic principles;

To 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. Adaptability will be developed in doing presentations and responding to questions.

(S2) Problem solving skills. Problem solving skills will be developed by preparing answers to case study questions.

(S3) Commercial awareness. Case studies and guest speakers (podcasts) on the module will assist students with the development of their commercial awareness

(S4) Teamwork. Teamworking skills will be developed by preparing online presentations and responding to questions.

(S5) Organisational skills. Students will develop organisation skills in preparing for the three essays, given the three submission points across the module time management will be important.

(S6) Communication skills. Students will develop their verbal communication skills by engaging in group work and presentations. Written communication skills will be developed in preparing for the essays.

(S7) IT skills. Students will develop their IT skills by preparing the essays and presentations.

(S8) International awareness. International awareness will be developed by working with students from across the globe and learning about international case studies.

(S9) Ethical awareness. At least one of the case studies taught will cover marketing ethics.

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
 

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.