Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2014-2015 (archived)

Module BUSS40115: Marketing Strategy

Department: Business School (Business) [Queen's Campus, Stockton]

BUSS40115: Marketing Strategy

Type Tied Level 4 Credits 15 Availability Not available in 2014/15 Module Cap
Tied to N5K309


  • None


  • None

Excluded Combination of Modules

  • None


  • To provide a comprehensive introduction to issues in strategic marketing management
  • To equip students with the advanced conceptual and practical skills needed to successfully develop a professional strategic marketing plan.


  • Marketing Strategy- Introduction and Context
  • An examination of factors internal to the organisation
  • An examination of factors external to the organisation
  • Developing a marketing strategy
  • Discussion of contemporary marketing issues

Learning Outcomes

Subject-specific Knowledge:
  • By the end of the module students will:
  • have an advanced understanding and critical appreciation of the conceptual models that underpin the strategic marketing planning process
  • have 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 will:
  • be able to critically evaluate a marketing strategy
  • be able to develop a suitable marketing strategy
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
  • Groupworking skills

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

  • The module will be taught in 3-hour blocks to allow a greater level of engagement with students and to enable a flexibility of approach as appropriate. The teaching blocks will comprise a balanced mix of lecture-type teaching, group work, case studies, discussion and seminar style working such as will enable the learning outcomes to be met.
  • The module is summatively assessed by a combination of individual and group assignments to maintain a balance of assessment methods and to promote, and test, the development of groupworking skills. The assignments will also test students’ acquisition and articulation of knowledge; conceptual understanding; and skills of application and interpretation within the business context.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Teaching Blocks 9 1 per week 3 hours 27
Preparation and Reading 123
Total 150

Summative Assessment

Component: Individual written assignment Component Weighting: 80%
Element Length / duration Element Weighting Resit Opportunity
Individual Essay 2000 words 100% same
Component: Group written assignment Component Weighting: 20%
Element Length / duration Element Weighting Resit Opportunity
Group Essay 2000 words 100% 1000 word individual essay

Formative Assessment:

Formative group presentations. In addition, seminar exercises will be used to give students an opportunity to explore, discuss, critique and apply the key topics in practice.

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