Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2007-2008 (archived)


Department: Economics, Finance and Business (Business)


Type Open Level 4 Credits 15 Availability Available in 2007/08 Module Cap
Tied to N1K607
Tied to N1K807


  • None.


  • None.

Excluded Combination of Modules

  • None.


  • To provide a comprehensive introduction to strategic management, marketing planning and professional marketing practice.
  • To develop advanced research methods training and statistical analysis skills.
  • To equip the student with the advanced conceptual and practical skills needed to successfully develop a professional strategic marketing plan.


  • I. Marketing and Strategy:
  • The development of marketing and the marketing concept;
  • The internal environment - functions, stakeholders, competences, capabilities, etc;
  • The external environment - markets, customers, competitors, strategic alliances, etc.
  • Corporate strategy, marketing objectives and strategic intent;
  • Practitioners' tools and techniques.
  • II. Strategic Marketing Planning:
  • The strategic marketing plan and its organisational context;
  • Forecasting, budgeting and planning;
  • Product, service and pricing decisions;
  • Promotion and distribution decisions;
  • Performance measurement, evaluation and control;
  • III. Marketing Management in Practice:
  • Relationship marketing and customer relationship management (CRM) systems;
  • Managing marketing projects and activities;
  • Managing marketing teams;
  • The extended classical marketing mix and modern practitioner mixes;
  • Strategy, marketing, and management control systems.

Learning Outcomes

Subject-specific Knowledge:
  • An advanced understanding and critical appreciation of the conceptual models that underpin the strategic marketing planning process.
  • A critical appreciation of the complex nature of strategic marketing management decisions and potential barriers to their implementation.
Subject-specific Skills:
  • The ability to apply both managerial judgment and high level analytical tools to a range of complex strategic marketing problems.
Key Skills:
    Enhanced skills of: written communication; planning, organising and time management; problem solving and analysis; using initiative; computer literacy.

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

  • The learning outcomes will be achieved through a combination of lectures, guided reading, group presentations and case studies.
  • The assessment of the module, by written examination, is designed to:
  • test the aquisition and articulation of knowledge;
  • test conceptual understanding and skills of application and interpretation within the business context.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Lectures 8 weekly 2 hours 16
Seminars 6 every 1 or 2 weeks 1 hour 6
Preparation & Reading 128
Total 150

Summative Assessment

Component: Written examination Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Written examination 2 hours 100%

Formative Assessment:

Student presentations, case study preparation.

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