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BUSI4G915: Marketing Management and Strategy

It is possible that changes to modules or programmes might need to be made during the academic year, in response to the impact of Covid-19 and/or any further changes in public health advice.

Type Tied
Level 4
Credits 15
Availability Available in 2023/24
Module Cap None.
Location Durham
Department Management and Marketing

Prerequisites

  • None.

Corequisites

  • None.

Excluded Combinations of Modules

  • None.

Aims

  • To provide a comprehensive introduction to issues in marketing management.
  • To provide a comprehensive introduction to issues in strategic marketing management.
  • To equip students with the advanced conceptual and practical skills needed to successfully develop a professional strategic marketing plan.

Content

  • The Marketing Concept
  • The Marketing and Strategy Environment
  • Segmentation, Targeting and Positioning
  • The 4 Ps (product, promotion, place and price)
  • Marketing Strategy - Introduction, Context and Issues
  • Developing a marketing strategy

Learning Outcomes

Subject-specific Knowledge:

  • have an advanced understanding and critical appreciation of the conceptual models that underpin the strategic and marketing management process
  • have a critical appreciation of the complex nature of strategic and marketing management decisions and potential barriers to their implementation

Subject-specific Skills:

  • be able to critically evaluate a marketing strategy
  • be able to develop a suitable marketing strategy

Key Skills:

  • effective written and oral communication skills
  • planning, organising and time management skills
  • problem solving and analytical skills
  • the ability to use initiative
  • advanced computer literacy skills
  • group work skills

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • Learning outcomes will be met through a combination of taught lectures, seminars, group work and discussion, supported by guided reading.
  • The summative assessment of the module, by individual written report, is designed to test students knowledge and understanding of the subject-matter and their ability to apply it in marketing practices. The report covers the key topics of marketing faced by a real-world organisation.

Teaching Methods and Learning Hours

ActivityNumberFrequencyDurationTotalMonitored
Lectures101 per week2 hours20 
Seminars4Fortnightly1 hour4Yes
Preparation and Reading126 
Total150 

Summative Assessment

Component: Individual AssignmentComponent Weighting: 100%
ElementLength / DurationElement WeightingResit Opportunity
Individual written report 2500 words100Same

Formative Assessment

Group presentations. In addition, seminar exercises will be used to give students an opportunity to explore, discuss, critique and apply the key topics in practice.

More information

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