Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2010-2011 (archived)

Module BUSI4D615: Strategic Marketing Management (DL)

Department: Economics, Finance and Business (Business)

BUSI4D615: Strategic Marketing Management (DL)

Type Open Level 4 Credits 15 Availability Available in 2010/11 Module Cap


  • None.


  • Buyer Behaviour and Marketing Communications; Applied Marketing Science (Corerequisites applicable to MA in Marketing students only; for students taking other MA degrees there are no corequisites).

Excluded Combination of Modules


  • To provide a comprehensive introduction to strategic management, marketing planning and professional marketing practice.
  • To consolidate and extend the advanced research methods training and statistical analysis skills acquired during the Core period of the MA programme.
  • 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 - functons, stakeholders, competences, capabilities, etc;
  • The external environment - markets, customers, competitors, strategic alliances, etc.
  • Corporate strategy, marketing objectives and strategic intent;
  • SOSTAC framework - situation, objectives, strategy, tactics, actions, control.
  • 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 oin Practice:
  • Relationship marketing and customer relationship management (CRM) strategies;
  • Managing marketing projects and activities;
  • The extended marketing mix and associated management decisions;
  • 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 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:

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

    • Through a combination of learning material, self assessed exercises and a formative assignment on key topics and issues, together with guided reading.
    • On the DL MA in Management programme each module is delivered in discrete Units which are equivalent to a lecture session. A DL Unit normally consists of specially written material, directed reading, reflection through self-assessed assignment and guidance for further reading.
    • Each student is allocated a Tutor for each Module. The Tutor is tasked with providing feedback on formative work and is available for individual consultation as necessary. Tutoring is normally provided at a distance and may be conducted by email, telephone, post or fax.
    • The DL Programme offers annual residential seminars. In addition to offering core curriculum, the seminars provide the opportunity for DL Students to interface with members of Faculty, meet Tutors and to interact with other members of the student cohort.
    • The assessment of the module, by case study analysis essay, is designed to:
    • Test the aquisition and articulation of knowledge and research skills.
    • Test conceptual understanding and skills of application and interpretation within the business context.

    Teaching Methods and Learning Hours

    Activity Number Frequency Duration Total/Hours
    Units 9
    Tutorials 5
    Residential seminar
    Preparation & Reading
    Total 150

    Summative Assessment

    Component: Case Study Component Weighting: 100%
    Element Length / duration Element Weighting Resit Opportunity
    case study analysis essay 3000 worsd max 100%

    Formative Assessment:

    Student presentations, case study preparation, guided reading and independent study.

    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