Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2012-2013 (archived)

Module BUSI55515: Marketing Management

Department: Business School (Business)

BUSI55515: Marketing Management

Type Tied Level 4 Credits 15 Availability Available in 2012/13 Module Cap
Tied to N1KG07
Tied to N1DL07
Tied to N1DE07
Tied to N1DB07
Tied to N1KG12
Tied to N1DL12
Tied to N1DE12
Tied to N1DB12
Tied to N1KG14
Tied to N1DL14
Tied to N1DE14
Tied to N1DB14


  • None


  • None

Excluded Combination of Modules

  • None.


  • To allow students to identify the markets within which they currently operate and identify the customer needs within this market. Medium sized organisations and departments often have particular difficulty identifying their current market as they often operate in a limited scope (either in terms of geography, product/service, sector or customer base). Published data is often inappropriate for analysing this market.


  • The content of this module is set with a medium sized organisation or department context and covers the following areas:
  • The Nature, Definitions and Scope of Marketing
  • Analysis of produce, service and customer base
  • Marketing audits including analysis of product life cycle, marketing mix, price / value added and promotional activity
  • Marketing plans including market segmentation, value maps, managing customer relationships, branding and buyer behaviour
  • The role of marketing outside the private sector including such issues as social marketing
  • Contrasting the marketing of products and services

Learning Outcomes

Subject-specific Knowledge:
  • By the end of the module, students should have an advanced knowledge and critical understanding of:
  • The value of market research at both customer and market levels to appreciate competitive advantage through market positioning.
  • The relationship between product or service and customer or market segments
  • The impact and deployment of company image and organisational language in strategic marketing communications
  • Their organisational approach to marketing, planning and management,
Subject-specific Skills:
  • By the end of the module, students should be able to:
  • Critically review the product/service offerings from a consumer/customer perspective and begin to appraise benefits from an 'external' perspective.
  • Utilise the elements of marketing and critically appraise how these link in to overall business strategy; research, product/service development, promotion, image, distribution etc.
  • Critically evaluate market segments and devise strategies to target these and position products/services within each segment.
  • Critically evaluate the link between advertising, promotional and pricing strategies with sales targets and strategies.
  • Critically evaluate the appropriateness and 'reach' of various promotional strategies in relation to the products/services offered and the markets served.
Key Skills:
  • By the end of the module, students should be able to:
  • Research, analyse and communicate a marketing plan to reflect the needs of their organisation

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

  • Lectures and seminars, supported by guided reading, will be used to introduce and explore the key concepts and theories.
  • Established questionnaires will be used to help students identify personality type, learning style and team role. The results will be used to understand themselves and how they can develop, an to value to diversity of others.
  • Role plays, case studies and groups exercises will help them develop their own synthesised models. The assignments and mentor support will then help them adapt and apply these to the specific needs of their own organisation.
  • The summative assignment will require the student to analyse their current approach to marketing and the strength of their customer relationships. They will also be asked to assess the fit of their current product range to the needs of their customers. This assignment allows students to consider the practical application of the subject covered.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Lectures 2 In 2 day consecutive sessions 18
Tutorials 1 Once 5 hours 5
Mentor visit 2 Twice 5 hours 10
Fieldwork 1 Once 5 hours 5
Visit by students to the place of work of one of the other students 1 Once 5 hours 5
Preparation and Reading 107
Total 150

Summative Assessment

Component: Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Essay 3,000 words 100%

Formative Assessment:

Case study assessment during workshops to develop the reflective practice needed in the summative assignment.

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