Module Details
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 CKIT553
Coordinator Prof FP Coenen
Computer Science
Coenen@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2019-20 Level 7 FHEQ Whole Session 15

Aims

1. To provide students with an in depth understanding of the roles, responsibilities and management techniques of managers who are involved in marketing activities, with special emphasis on the uniqueness of marketing issues that involve information technology.

2. To provide students with the knowledge to enable them to deploy the tools and techniques of marketing management in the context of the IT industry.

Learning Outcomes

(LO1) A critical understanding of pricing methods and in the context of the IT industry.

(LO2) An ability to assess the domestic and global marketing IT environments, formulate product strategies and recommend marketing strategies.

(LO3) An ability to plan market research activities including competitive analysis, market segmentation and analysis of consumer buying behavior with respect to IT products and services.

(S1) Skills in using technology - Online communications skills

(S2) Communication (oral, written and visual) - Presentation skills - visual

(S3) Commercial awareness - Ability to analyse/balance risk and reward

Syllabus
 

Week 1:  Introduction to Strategic Marketing Management
Foundations of strategic Marketing Management (MM). The fundamentals of marketing, the marketing environment and organisations’ relationships with their customer base.

Week 2:  The expanding market
The global marketplace and the business, legal, regulatory and ethical issues of doing business in this arena.

Week 3:  Market research
Data gathering, research planning, and interpreting and reporting on findings. Techniques for analysing consumer buying behavior to achieve effective market segmentation and product positioning.

Week 4:  Product strategy
The differences between products and services and their marketing requirements. The importance of branding and brand equity. New product development, life cycle strategies, differentiation, research and development and innovation.

Week 5:  Pricing products
Pricing Products and the relationships betwe en demand, cost and profit. Pricing policies and methodologies.

Week 6:  Communications strategies
Marketing communications, advertising, sales promotion and internet marketing strategies.

Week 7:  Distribution strategies
Physical distribution and packaging, retailing, wholesaling, use of affiliates and distributors as well as eCommerce Distributors.

Week 8:  Marketing implementation and control
Overview of marketing budgets and marketing mathematics; as well as organising, controlling and evaluating marketing activities.

Teaching and Learning Strategies

Teaching Method 1 - Virtual classroom hours (for online modules)
Description:
Attendance Recorded: Yes
Notes: Number of hours per week that students are expected to attend the virtual classroom so as to participate in discussion, dedicated to group work and individual assessment is 8.75.

Teaching Method 2 - Non-classroom hours (for online modules)
Description:
Attendance Recorded: Yes
Notes: Number of hours per week that students are expected to devote to reading, research and other individual work to support engagement in the classroom is 10.

Teaching Schedule
  Lectures Seminars Tutorials Lab Practicals Fieldwork Placement Other TOTAL
Study Hours           70

80

 150
Timetable (if known)              
Private Study 0
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
Assessment 1 Standard UoL penalty applies for late submission. This is not an anonymous assessment. Assessment Schedule (When) :Whole session  Weekly Discussion Qu    40       
Assessment 2 Standard UoL penalty applies for late submission. This is not an anonymous assessment. Assessment Schedule (When) :Whole session  1 Week coursework as    10       
Assessment 3 Standard UoL penalty applies for late submission. This is not an anonymous assessment. Assessment Schedule (When) :Whole session  6 Weeks of project     40       
Assessment 4 Standard UoL penalty applies for late submission. This is not an anonymous assessment. Assessment Schedule (When) :Whole Session  1 Week Presentation    10       

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