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 2016-17 Level 7 FHEQ Whole Session 15

Aims

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

A critical understanding of pricing methods.

An ability to assess the domestic and global marketing environments formulate product strategies and recommend marketing strategies.

An ability to plan market research activities including competitive analysis, market segmentation and analysis of consumer buying behavior.


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 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

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.

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.
 
 
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
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

Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module.
Explanation of Reading List: