Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2007-2008 (archived)

Module BUSI55515: Enterprising Marketing

Department: Economics, Finance and Business (Business)

BUSI55515: Enterprising Marketing

Type Tied Level 4 Credits 15 Availability Available in 2007/08
Tied to N1KG07
Tied to N1DL07
Tied to N1KG12
Tied to N1DL12
Tied to N1KG14
Tied to N1DL14


  • None


  • None

Excluded Combination of Modules

  • None.


  • This module unit will allow students to identify the markets within which they currently operate and identify the customer needs within this market. Medium Sized Enterprises often have particular difficulty identifying their current market as they often operate in a limited scope (either in terms of geography, product or customer base). Published data is often inappropriate for analysing this market.


  • The content of this module is set with a Medium Enterprise context and covers the following areas:
  • The Nature, Definitions and Scope of Marketing
  • Market structure and demand
  • Steps to implement the Marketing concept
  • sustainable competitive Advantage
  • Characteristics of the Product Life Cycle
  • Marketing, Information and Technology
  • Market segments in the consumer and business environment
  • CRM - Customer Relationship Marketing
  • Buyer Behaviour models and decision making models
  • Branding in a Medium Sized business
  • Protecting intellectual property
  • Marketing, pricing strategy and pricing policy
  • Marketing communications
  • Distribution networks and channels
  • The marketing plan

Learning Outcomes

Subject-specific Knowledge:
    Subject-specific Skills:
    • By the end of the module, students should be able to:
    • Analyse product/service offerings from a consumer/customer perspective and begin to appraise benefits from an 'external' perspective.
    • Utilise the elements of marketing and appreciate how these link in to overall business strategy; research, product/service development, promotion, image, distribution etc.
    • Segment their markets and devise strategies to target these and position products/services within each segment.
    • Research at both customer and market levels to appreciate competitive advantage through market positioning.
    • Link advertising, promotional and pricing strategies with sales targets and strategies.
    • Evaluate the appropriateness and 'reach' of various promotional strategies in relation to the products/services offered and the markets served.
    • Theorise about the deployment of company image and use of language in PR materials when considering the 'message' delivered to potential customers.
    • Critique the organisational approach to marketing, planning and management, including budgetary and company analysis techniques.
    Key Skills:

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

      • Lectures and seminars, supported by guided reading, will be used to introduce and explore the key concepts and theories.
      • Established questionnaires will be used to help students identify personality type, learning style and team role. The results will be used to understand themselves and how they can develop, an to value to diversity of others.
      • Role plays, case studies and groups exercises will help them develop their own synthesised models. The assignments and mentor support will then help them adapt and apply these to the specific needs of their own organisation.
      • The summative assignment will require the student to analyse their current approach to marketing and the strength of their customer relationships. They will also be asked to assess the fit of their current product range to the needs of their customers. This assignment allows students to consider the practical application of the subject covered. Progressive completion of the Learning Log allows progress towards achieving learning objectives to be monitored throughout. Together, the Personal Statement and Learning Log provide a framework for reflection that is then incorporated within the final Presentation.

      Teaching Methods and Learning Hours

      Activity Number Frequency Duration Total/Hours
      Lectures 2 In 2 day consecutive sessions 18
      Tutorials 1 Once 5 hours 5
      Mentor visit 2 Twice 5 hours 10
      Fieldwork 1 Once 5 hours 5
      Visit by students to the place of work of one of the other students 1 Once 5 hours 5
      Preparation and Reading 107
      Total 150

      Summative Assessment

      Component: Assignment Component Weighting: 100%
      Element Length / duration Element Weighting Resit Opportunity
      Essay 2,500 words 100%

      Formative Assessment:


      Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University