Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2011-2012 (archived)

Module BUSI5B815: Strategic Marketing Management

Department: Business School (Business)

BUSI5B815: Strategic Marketing Management

Type Open Level 4 Credits 15 Availability Available in 2011/12 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 equip the student with the advanced conceptual and practical skills needed to successfully develop a professional strategic marketing plan.


  • The Nature and Scope of Marketing
  • Segmentation, Target Marketing and Positioning Strategies
  • Strategic Location Management
  • Marketing Research
  • The Marketing Mix – Product, Price, Promotion, Place
  • Strategic Brand Management
  • International Marketing
  • Marketing and Innovation
  • Marketing in Other Industries
  • Strategic Thinking and Scenario Planning

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:
    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 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
Lectures 10 weekly 2 hours 20
Seminars 4 every 1 or 2 weeks 1 hour 4
Preparation & Reading 126
Total 150

Summative Assessment

Component: Written assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Case-study based written assignment 2,500 words (maximum) 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