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 |
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Year | CATS Level | Semester | CATS Value |
Session 2016-17 | Level 7 FHEQ | Whole Session | 15 |
Aims |
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To enable students to consider 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 technology. |
Learning Outcomes |
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A critical understanding of pricing methods. |
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An ability to assess the domestic and global marketing environments formulate product strategies and recommend marketing strategies. |
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An ability to plan market research activities including competitive analysis, market segmentation and analysis of consumer buying behavior. |
Syllabus |
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1 |
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 between 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 |
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Virtual classroom hours (for online modules) - Number of hours per week, per student expected in the virtual classroom in discussion, dedicated to group work and individual assessment is 8.75. |
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Non-classroom hours (for online modules) - Number of hours per week, per student expected for 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) |
Number of hours per week, per student expected in the virtual classroom in discussion, dedicated to group work and individual assessment is 8.75.
Number of hours per week, per student expected for reading, research and other individual work to support engagement in the classroom is 10. |
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Private Study | 0 | ||||||
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 |
Coursework | Weekly Discussion Qu | Whole session | 40 | Yes | Standard UoL penalty applies | Assessment 1 |
Coursework | 1 Week coursework as | Whole session | 10 | Yes | Standard UoL penalty applies | Assessment 2 |
Coursework | 6 Weeks of project | Whole session | 40 | Yes | Standard UoL penalty applies | Assessment 3 |
Coursework | 1 Week Presentation | Whole Session | 10 | Yes | Standard UoL penalty applies | Assessment 4 Notes (applying to all assessments) (1) Due to nature of the on-line mode of instruction this work is not marked anonymously. (2) Students who fail the module have the opportunity to repeat the entire module, thus all failed assessments. (3) The "Standard UoL Penalty" for late submission that applies is the "Standard UoL Penalty" agreed with respect to online programmes offered in collaboration with Laureate Online Education. |
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. Explanation of Reading List: |