This is an archived handbook for a previous year. The current undergraduate and postgraduate handbooks can be viewed using the links above.
Postgraduate Handbook 2008-2009 (archived)
Module BUSI5B815: Strategic Marketing Management
Department: Economics, Finance and Business (Business)
BUSI5B815: Strategic Marketing Management
| Type | Level | Credits | Availability | Module Cap | Location |
|---|---|---|---|---|---|
| Open | 4 | 15 | Available in 2008/2009 | Durham |
Pre-requisites
- None.
Corequisites
- None.
Excluded Combinations
- None.
Aims
- To provide a comprehensive introduction to strategic management, marketing planning and professional marketing practice.
- To equip the student with the advanced conceptual and practical skills needed to successfully develop a professional strategic marketing plan.
Content
- Changing Business Paradigms;
- Business Strategy: the Concept and Trends in its Management;
- Creating Customer Satisfaction and Loyalty;
- Strategic Market Planning;
- Analysing Business Markets;
- Identifying Market Segments and Targets;
- Creating and Managing Brand Equity;
- Devising a Contemporary Brand Strategy;
- Creating Advantage — Synergy & Vision versus Opportunism;
- Strategic Options;
- Global Marketing Strategies;
- Strategic Marketing Positioning;
- Growth Strategies;
- Marketing Diversification;
- Strategies in Declining and Hostile Markets;
- Managing Digital Technology in Marketing;
- Evaluation and Control — Managing Marketing Metrics;
- Organisation Issues;
- The Future of Marketing.
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 judgement and high level analytical tools to a range of complex strategic marketing problems.
Key Skills
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 a case-study based written assignment, 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 | Attendance Monitored |
|---|---|---|---|---|---|
| Lectures | 10 | weekly | 2 hours | 20 | |
| Seminars | 4 | every 1 or 2 weeks | 1 hour | 4 | Yes |
| Preparation & Reading | 126 | ||||
| Total | 150 |
Summative Assessment
| Component | Component Weighting | Element | Length/Duration | Element Weighting | Resit Opportunity |
|---|---|---|---|---|---|
| Written assignment | 100% | Case-study based written assignment | 3000 words (maximum) | 100% |
Formative Assessment
Student presentations, case study preparation.
Students who do not attend monitored activities shown under Teaching Methods
and Learning Hours, or who fail to complete the summative or formative
assessment(s) specified above, may be subject to the Academic Progress
procedures defined in the University's General Regulation V, and may be
required to leave the University.