Durham University
Programme and Module Handbook

Undergraduate Programme and Module Handbook 2010-2011 (archived)


Department: Economics, Finance and Business (Business)


Type Open Level 2 Credits 20 Availability Available in 2010/11 Module Cap None. Location Durham


  • None.


  • None.

Excluded Combination of Modules

  • None.


  • To enable you to appreciate the challenges facing marketing practitioners as they operate in today's global marketplace.
  • To provide you with the opportunity to participate in private study utilizing up to date material and recent research.
  • To provide you with a good grounding for undertaking a dissertation in the marketing field.
  • To present an opportunity to develop some key skills.


  • The changing role of marketing.
  • The forces of change and their impact.
  • Strategic marketing planning.
  • Marketing intelligence and creative problem solving.
  • Understanding consumer buying behaviour.
  • Understanding business markets and buying behaviour.
  • Market segmentation, target marketing, and positioning.
  • Product strategy.
  • Services marketing strategy.
  • Distribution strategy.
  • Integrated marketing communication strategy.
  • Integrated marketing communication tools.
  • Direct marketing.
  • Pricing strategy.
  • Control and measurement of marketing performance.
  • The marketing-oriented organisation.
  • Value-added marketing.
  • The ethical perspective.
  • Future direction of marketing.

Learning Outcomes

Subject-specific Knowledge:
  • By the end of the module, students are expected to:
  • have knowledge and understanding of essential principles of marketing.
  • be able to use principles of marketing to analyse marketing issues.
Subject-specific Skills:
  • Have practiced application of key marketing skills to a set of graded case studies.
Key Skills:
  • Library Research - e.g. by researching appropriate periodicals, websites, books, and other reference sources to draw together required information.
  • Synthesis of data - e.g. by bringing together located relevant information and presenting it in a coherent form.
  • Critical thinking - e.g. by considering issues from a range of perspectives and drawing upon appropriate concepts/values to reach a critical assessment
  • Active learning - e.g. by taking an active role in learning and recognising potential responsibility for own lifelong learning.
  • Problem solving - e.g. by negotiating obstacles in the pursuit of an objective and by developing effective strategies to overcome them.
  • Creativity - e.g. by thinking laterally and innovatively, to develop original approaches in defining and solving problems.
  • Reflection on learning - e.g. by standing back, reviewing an activity or task, capturing its essence and by systematically planning the next steps.
  • Action planning/decision taking - e.g. by planning, setting and meeting own objectives and making decisions starting from a variety of possible options.
  • Written materials - e.g. by constructing grammatically correct and well written/spelt essays and reports, using the most appropriate style for the purpose.
  • Information skills - e.g. by seeking, storing, synthesing, using and presenting information in ways appropriate to the task.
  • Computer skills - e.g. by using computer applications to the level required and appropriate to the problem in hand.

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

  • Teaching is by lectures and seminars. Learning takes place through attendance at lectures, preparation for and participation in seminar classes, and private study. Formative assessment is by means of contribution to one group presentation. Summative assessment is by means of a written examination plus one written assignment.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Lectures 21 1 Per Week 1 Hour 21
Seminars 8 4 in Term 1, 4 in Term 2 1 Hour 8
Preparation and Reading 171
Total 200

Summative Assessment

Component: Examination Component Weighting: 60%
Element Length / duration Element Weighting Resit Opportunity
one written examination 1 hour 30 mins 100%
Component: Assignment Component Weighting: 40%
Element Length / duration Element Weighting Resit Opportunity
One written assignment 1500 words max 100%

Formative Assessment:

Contribution to one group presentation.

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