Licking can greatly be a matter of temperment for dogs. While some dogs will 'lick you to death', others prefer to jump up, or bark in greeting. Each dog is predisposed to react differently. This doesn't neccessarily mean anything is wrong with your pup.
It's very possible he is misunderstanding the command to not bite, especially as puppies tend to lick and nibble at the same time. If this is the case, here is something you can try to correct his misunderstanding (if you want him to be licky, if not, it won't hurt him to know not to lick).
When he does something well, and you give him solid treat (a biscuit or small piece of cheese ect), tell him it's a 'bite' as he takes it. Other times, put a few drops of milk in the palm of your cupped hand and offer it to him. He'll automatically lap this, and tell him what he is now doing is to 'lick'. This will also usually work if you've just finished handling meat but do not have any chunks to offer him.
Keep in mind that as a puppy he's bound to get over-excited about things and is likely to bite himself when bathing when he means to lick. This is just a cute, puppy activity and quite comical to watch but nothing to worry about.
If he starts to show any problems with lapping water or bathing himself, do book a vet. Mouth ulcers are always a possibility (and may not be obvious to the untrained eye), or he could have a tooth or gum problem.
