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 FUNDAMENTALS OF MARKETING
Code MKIB153
Coordinator Professor L Sudbury-Riley
Marketing (ULMS)
L.Sudbury-Riley@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2021-22 Level 4 FHEQ First 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 12

 8

       12

6

 38
Timetable (if known) 60 mins X 1 totaling 12
  		60 mins X 1 totaling 6
  		      120 mins X 1 totaling 20
60 mins X 1 totaling 6
  		 
Private Study 112
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: 4 mini assessments Assessment Type: Practical Assessment Duration: 4 x 1 hour Weighting: 40% Reassessment Opportunity: Yes Penalty for Late Submission: Non-Standard Penalt  0    40       
Assessment 2: Group written report Assessment Type: Coursework Size: 2000 words Weighting: 60% Reassessment Opportunity: Yes Penalty for Late Submission: Standard Penalty Applies Ano  0    60       

Aims

The aim of this module is to provide a grounded appreciation of the utility and universality of a marketing orientation as the process by which organisations align themselves to their operating environment, customers/stakeholders and markets

Learning Outcomes

(LO1) Understand the nature of the marketing environment and its relevance for the organisation and marketing practice

(LO2) Specifically, to be able to undertake an analysis of customer and competitive environments

(LO3) Understand the fundamental philosophy of marketing and its application in both business and not-for-profit organisations

(LO4) Identify and be able to apply key marketing concepts to aid marketing and business decisions

(LO5) Be able to demonstrate an understanding of the practical aspects and processes of marketing

(S1) Adaptability

(S2) Problem solving skills

(S3) Numeracy

(S4) Commercial awareness

(S5) Teamwork

(S6) Organisational skills

(S7) Communication skills

(S8) IT skills

(S9) International awareness

(S10) Lifelong learning skills

(S11) Ethical awareness

Teaching and Learning Strategies

Teaching Method – Online Asynchronous Learning Materials
Unscheduled Directed Student Hours: 12
Attendance Recorded: No

Teaching Method – Seminar
Scheduled Directed Student Hours: 8
Attendance Recorded: Yes

Teaching Method : Group Study
Scheduled Student Hours: 6
Attendance Recorded: No

Teaching Method : Synchronous Session
Scheduled Directed Student Hours: 12
Attendance Recorded: No

Teaching Method : Drop In
Scheduled Directed Student Hours: 12
Attendance Recorded: No

Self Directed Learning Hours: 100
Description: These independent learning hours are aimed at supporting the directed student learning. The module leader will provide guidance in the form of podcasts, video links, self-assessment quizzes, suggested readings and topics to examine with the expectation that students are well prepared to contribute to the seminar activities. Self-Directed Learnin g will include research activity, developing academic writing skills, and wider reading to support the module.

Skills/Other Attributes Mapping

Skills / attributes: Lifelong learning skills
How this is developed: Lecture
Mode of assessment (if applicable):

Skills / attributes: International awareness
How this is developed: Lecture
Mode of assessment (if applicable):

Skills / attributes: IT skills
How this is developed: Lecture
Mode of assessment (if applicable):

Skills / attributes: Communication skills
How this is developed
Mode of assessment (if applicable):

Skills / attributes: Organisational skills
How this is developed:
Mode of assessment (if applicable):

Skills / attributes: Teamwork
How this is developed
Mode of assessment (if applicable):

Skills / attributes: Commercial awareness
How this is developed: Lectures & Seminars
Mode of assessment (if applicable):

Skills / attributes: Numeracy
How this is developed
Mode of assessment (if applicable):

Skills / attributes: Problem solving skills
How this is developed: Lectures & Seminars
Mode of assessment (if applicable):

Skills / attributes: Adaptability
How this is developed: Lectures
Mode of assessment (if applicable)

Syllabus
 

Market-oriented management
Environmental analysis
Marketing research
Buyer behaviour
Segmentation, targeting and positioning
Product strategy
Distribution
Pricing
Integrated marketing communications

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