Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2014-2015 (archived)

Module BUSI44Q15: Strategic Marketing Management (Taught)

Department: Business School (Business)

BUSI44Q15: Strategic Marketing Management (Taught)

Type Tied Level 4 Credits 15 Availability Available in 2014/15 Module Cap
Tied to N2K307
Tied to N5K107
Tied to N2K507
Tied to N5K407
Tied to N5K507


  • None.


  • None.

Excluded Combination of Modules

  • Strategic Marketing Management (Online)


  • To provide a comprehensive introduction to strategic management, marketing planning and professional marketing practice.
  • To consolidate and extend the advanced research methods training and statistical analysis skills acquired during the Core period of the MA programme.
  • To equip the student with the advanced conceptual and practical skills needed to successfully develop a professional strategic marketing plan.


  • I. Marketing and Strategy:-
  • The development of marketing and the marketing concept;
  • The internal environment - functions, stakeholders, competences, capabilities, etc;
  • The external environment - markets, customers, competitors, strategic alliances, etc.
  • Corporate strategy, marketing objectives and strategic intent;
  • SOSTAC framework - situation, objectives, strategy, tactics, actions, control.
  • II. Strategic Marketing Planning:-
  • The strategic marketing plan and its organisational context;
  • Forecasting, budgeting and planning;
  • Product, service and pricing decisions;
  • Promotion and distribution decisions;
  • Performance measurement, evaluation and control.
  • III. Marketing Management in Practice:-
  • Relationship marketing and customer relationship management (CRM) strategies;
  • Managing marketing projects and activities;
  • The extended marketing mix and associated management decisions;
  • Strategy, marketing, and management control systems.

Learning Outcomes

Subject-specific Knowledge:
  • On completion of the module students should have:
  • 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 management decisions and potential barriers to their implementation.
Subject-specific Skills:
  • By the end of the module, students should have:
  • The ability to apply both managerial judgment and high level analytical tools to a range of complex strategic marketing problems.
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

  • Learning outcomes will be met through a combination of taught input, groupwork, case studies and discussion, supported by guided reading and specially-written self-study material. 
  • The summative assessment of the module is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Workshops (a combination of taught input, groupwork, case studies and discussion), timetabled in blocks 24
Preparation and reading 126
Total 150

Summative Assessment

Component: Written Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Individual written report, based on the analysis of a case study 3000 words 100% Same

Formative Assessment:

Group-based discussions and case study exercises.

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