2002/03 MODULE SPECIFICATION Module Code: MNGT304
Faculty of Engineering, University of Liverpool
Department of Engineering
Module title:
CATS level: 3 CATS value: 15 Semester: 2
1B
2A/B,
3A/B
4A/B,
5A/B
1A
Staff (with email addresses)
Co-ordinator: Mr CS Wells, wellscs@
Lecturer(s):
Study hours
Pre-requisites:
Mr PJM Stoney, admiral@
Lectures:
Other:
17
Moderator:
Seminars/tutorials: 6
Co-requisites:
Mr CS Wells, wellscs@
Labs: 15
Private study: 70
Modules for which this module is a pre-requisite:
None Preferably MNGT201 Intro to
Management or MNGT203
Industrial and European Studies
None (this module may not be taken with MNGT204)
Availability to (student groups/years):
Compulsory/core: Optional:
- MathM3, SciCH3
Learning and Teaching Strategies (eg, traditional lectures, supervised design classes)
Traditional lectures, private study of case studies, inter-active classes, industrial briefing and visit
Module Description
Lecture/
Lab no.
Content
(approx.)
1. The Marketing Concept and Industrial Marketing
1.1 Production-led, sales-led, and customer-led marketing
1.2
The main differences between industrial/organisational and consumer marketing
1.3
Segmentation in industrial markets.
1.4
SWOT analysis.
2. Marketing Research
6A/B,
7B, 8A
7A
2.1 The industrial marketing research process
2.2 Sources of industrial marketing research
2.3 The value of imperfect information
3. The Product
3.1 The product life cycle
3.2 New product screening
3.3 New product forecasting models
4. Pricing
4.1 Pricing Concepts: demand functions; price and income elasticities.
4.2 Pricing Objectives: profit-maximising; market share.
4.3 Pricing Methods: cost and demand oriented.
4.4 Price setting
[Class Test]
(continues)
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2002/03 MODULE SPECIFICATION Module Code: MNGT304
Module Description
Lecture/
Lab no.
Content
5. Place
8B,
9A/B
5.1 Channel structure
5.2
Channel management
10A/B,
6. Promotion
11A/B
6.1 Budgeting for selling and advertising
6.2 Sales force management
12A/B
6.3 Media scheduling
6.4 Promotional Mix
Lab 1
Lab 2
Lab 3A
Lab 3B
Lab 4
Revision Lectures/Classes
Laboratory Classes: (provisional timetable)
(30 January) Introduction to Economics and International Trade (CSW)
(13 February) Case Study: Spanline Engineering (issued 5 February) (PJMS)
(27 February) Briefing for Industrial Visit (PJMS)
(6 March) Industrial Visit (PJMS)
(20 March) Case Study: Chalfont Bedspreads (issued 12 March) (PJMS)
Learning Outcomes
Knowledge and Understanding:
On successful completion of the module, students should be able to demonstrate knowledge and understanding of:
 the key aspects of industrial marketing (Product, Price, Place, Promotion; Marketing Research)

(appreciation) the special challenges marketing presents

(appreciation) how the marketing function relates to other functions in the organisation.
(from the lab on Economics and International Trade)

(appreciation) the many macroeconomic and other factors that impact on company trading

(awareness) some of the statistical information available on trade and related topics.
(from the industrial visit)

(enhancement of general appreciation) the aims, activities and problems of industrial companies, with particular emphasis on the marketing function.
Intellectual Abilities:
On successful completion of the module, students should be able to demonstrate ability in applying knowledge of the above topics to:
 describing and explaining qualitative and quantitative aspects of marketing
 analysing qualitative and quantitative aspects of marketing situations and data
 formulating marketing strategies and activities in response to analysis.
Practical Skills
On completion of the module, students should be able to show experience and enhancement of the following discipline-specific practical skills:
 in using probability methods for analysing uncertainty in marketing issues.
 formulating appropriate marketing and promotional mixes.
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2002/03 MODULE SPECIFICATION Module Code: MNGT304
General Transferable Skills
On completion of the module, students should be able to show experience and enhancement of the following key skills:
 in written communication
 in qualitative and quantitative analysis and problem-solving.
Assessment Weighting % Timing Duration/other
Formal exam:
Class test(s):
Laboratory(s)/
Continuous
Assessment*:
50%
10%
4 x 10%
May
Week 7
See lab programme above
2 hours. Essays, quantitative exercises and case study analysis (see Teaching Method below).
50 mins
Case studies issued one week in advance. Hand-in date is two weeks after lab: 13 Feb, 27 Feb, 20
Mar, 3 April.
* The University Lateness Penalty Scheme applies to all coursework
September Resit opportunity:
Recommended reading:
Not available
Primary (students might consider buying one of these):
“Marketing – Concepts and Strategies” by Dibb, Simkin, Pride, & Ferrell, Houghton Mifflin, 2001,
4 th European edition.
"Principles of Marketing" by Frances Brassington & Stephen Pettit, FT/Prentice Hall, 2000, 2nd edn.
High priority:
"Industrial Marketing Strategy" by Frederick E. Webster, Jr, J Wiley, 1995, 3 rd edition
"Marketing Decision Making" by G Lilien & P Kotler, Harper & Row, 1983
"Marketing Today" by G Oliver, Prentice Hall, 1995, 4th edition
"Business Marketing Management" by Michael Hutt and Thomas Speh, Harcourt Publishers, 2001,
7th edition.
“The Business Marketing Course” by David Ford et al, John Wiley & Sons, 2002
Other:
"Strategic Business Marketing" by Peter Chisnall, Prentice Hall, 1995, 3rd edition
"Analytical Marketing Management" by P Fitzroy, McGraw Hill 1980
"European Casebook on Managing Industrial and Business-to-Business Marketing" by Per V Jenster,
Prentice Hall, 1994
"Industrial Marketing" by R McTavish & Angus Maitland, Macmillan, 1980
"Marketing Handbook" edited by Paul Nystrom, The Ronald Press Company, New York, 1954
"Strategic Marketing Management" by Gordon Foxall, Croom Helm, 1981
"Modern Marketing" by Frank Jenkins, M&E Handbooks, 1983
Further Marketing books may be found in the Cohen Library Sections 658.5 and 658.8, and in the
Sidney Jones Library Section HF5415.
Teaching Method:
Lectures for each topic will be supplemented with quantitative exercises and case study material.
Students will benefit from diligent completion of these exercises prior to the scheduled lecture slots in which they will be discussed. Some of the material they contain will appear in some form in the mid-term test (see above under "Assessment") and in the final examination.
In the first four labs, study material will be provided (one week in advance for the two case studies) for analysis, discussion and subsequent writing-up for assessment.
External Examiner responsible for module:
Manufacturing/Management External
Version date:17 January 2003
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