Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2012-2013 (archived)


Department: Business School (Business)


Type Tied Level 4 Credits 15 Availability Available in 2012/13 Module Cap
Tied to N1D317
Tied to N1D217
Tied to N1D314


  • None.


  • None.

Excluded Combination of Modules

  • None.


  • This module covers some of the major aspects of strategic marketing. It addresses the key issues of competing for the future, the quest for competitiveness, industry foresight, as well as the all-important area of strategic intent, which embraces strategic vision and mission. Without the appropriate mindset within a competitive and turbulent environment, strategic marketing decision-making is hampered. This module then goes on to critically examine some of the key marketing strategies that are fundamental to pursuing sustainable profitable growth. Central to marketing strategies designed both to change consumer preferences in existing markets and create new markets, are value innovation, core competencies and brand management.


  • Strategic Planning and Marketing
  • The Strategic Marketing Plan
  • Forecasting and Marketing Planning
  • Marketing Planning and Strategic Considerations
  • Strategic Analytical Tools for Planning
  • Product Development - A Strategic Perspective
  • A Strategic Approach to Pricing and Distribution
  • Strategic Marketing: Evaluation and Control

Learning Outcomes

Subject-specific Knowledge:
  • By the end of the module, students will be able to:
  • explore some of the key marketing strategies that are fundamental to establishing a sustainable competitive advantage for business organisations as a means of pursuing sustainable profitable growth of above average returns.
Subject-specific Skills:
    Key Skills:

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

      • The module is delivered in discrete Units. These are designed to enable the learning outcomes to be achieved through a combination of specially written material, directed reading, reflection through self-assessed assignments and guidance for further reading. Module tutors provide feedback on formative work and are available for individual consultation as necessary (by email, telephone, post or fax).
      • The written assignment will test students’ understanding of relevant concepts and their ability to apply and interpret what they have learned to the analysis of a particular issue in depth.

      Teaching Methods and Learning Hours

      Activity Number Frequency Duration Total/Hours
      D L Study Units (a combination of specially written material, directed reading, self-assessed assignments and guidance for further reading) 150
      Total 150

      Summative Assessment

      Component: Written Assignment Component Weighting: 100%
      Element Length / duration Element Weighting Resit Opportunity
      Written Assignment 4,000 words maximum 100%

      Formative Assessment:

      1 Compulsory Tutor Assessed Assignment, (1,500 words).

      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