Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2010-2011 (archived)

Module BUSS40115: Marketing Strategy

Department: Economics, Finance and Business (Business) [Queen's Campus, Stockton]

BUSS40115: Marketing Strategy

Type Tied Level 4 Credits 15 Availability Available in 2010/11 Module Cap None.
Tied to N5K309
Tied to N5K207


  • None


  • None

Excluded Combination of Modules

  • None


  • 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.


  • Marketing Strategy- Introduction and Context
  • An examination of factors internal to the organisation
  • An examination of factors external to the organisation
  • Developing a marketing strategy
  • Discussion of contemporary marketing issues

Learning Outcomes

Subject-specific Knowledge:
  • By the end of the module students will:
  • have an advanced understanding and critical appreciation of the conceptual models that underpin the strategic marketing planning process
  • have a critical appreciation of the complex nature of strategic management decisions and potential barriers to their implementation
Subject-specific Skills:
  • By the end of the module students will:
  • be able to critically evaluate a marketing strategy
  • be able to develop a suitable marketing strategy
Key Skills:
  • Effective written communication skills
  • Planning, organising and time management skills
  • Problem solving and analytical skills
  • The ability to use initiative
  • Advanced skills in the interpretation of data
  • Advanced computer literacy skills

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

  • The module will be taught in 3-hour blocks to allow a greater level of engagement with students and to enable a flexibility of approach as appropriate. The teaching blocks will comprise a balanced mix of lecture-type teaching, group work, case studies, discussion and seminar style working such as will enable the learning outcomes to be met.
  • 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 a strategy simulation context.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Teaching Blocks 9 1 per week 3 hours 27
Preparation and Reading 123
Total 150

Summative Assessment

Component: Written Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Individual written report based on strategy simulation experience. 3000 words 100% same

Formative Assessment:

Team-based exercises working on competitive marketing strategy simulation. Group submission of task solutions.

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