UNIVERSITY OF LIVERPOOL 
MKIB153: Fundamentals of Marketing 
CATS Level: Level 4 FHEQ 
Comprehensive Revision Guide and Course Notes 2025 
 
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University of Liverpool - Fundamentals of Marketing (MKIB153)

£29.00

ACADEMIC YEAR 2024 - 2025

University	University of Liverpool
Module Code	MKIB153
CATS Value	15
Module Name	Fundamentals of Marketing
Notes Title	Comprehensive Revision Guide and Course Notes
Page Length	128

This comprehensive revision guide for MKIB153: Fundamentals of Marketing at the University of Liverpool - equips students with the essential tools to excel in the module. Covering all key topics, it offers clear explanations, engaging illustrations, and worked examples to deepen understanding and support practical application of core concepts. The guide is logically structured to highlight important theories and methods, complemented by real-world examples to help you apply them effectively. Updated to align with current learning objectives, it provides the skills and knowledge needed to succeed in this module.

This module introduces the essential role of marketing in helping organisations adapt to their environment, meet customer needs, and succeed in both business and non-profit sectors. It covers the core philosophy of marketing, emphasising how businesses align their strategies with customer demands and competitive conditions. Students will learn to analyse the marketing environment, assess customer behaviour, and apply marketing concepts to support decision-making.

The syllabus includes key topics such as market-oriented management, environmental analysis, and marketing research. It also covers consumer behaviour, segmentation, targeting, and positioning (STP), along with strategies for product development, pricing, distribution, and integrated marketing communications. Additionally, the module addresses services marketing, offering insights into how marketing principles apply to both physical products and service-based businesses.

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ACFI102	Introduction to Management Accounting
ACFI103	Introduction to Finance
ACFI201	Financial Reporting 1
ACFI204	Financial Management
ACFI225	Econometrics for Finance 1
ACFI231	Theory of Finance I
ACFI234	Theory of Finance II
ACFI304	Business Finance
ACFI309	Financial Reporting 2
ACFI310	Derivative Securities
ACFI321	Capital Markets
ACFI342	Financial Risk Management
EBUS205	Business Analytics
ECON112	Statistics & Data Analysis for Economics and Business
ECON121	Principles of Microeconomics
ECON123	Principles of Macroeconomics
ECON154	Statistical Foundations of Business Analytics
ECON210	Principles of Economics 2
ECON213	Econometrics 2
ECON222	Microeconomics 2
ECON233	Introductory Econometrics for Business & Economics
ECON241	Securities Markets
MKIB153	Fundamentals of Marketing
ULMS151	Organisations and Management

University of Liverpool - Fundamentals of Marketing (MKIB153)

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