This is an archived handbook for a previous year. The current undergraduate and postgraduate handbooks can be viewed using the links above.
Postgraduate Handbook 2015-2016 (archived)
Module BUSI5B815: Strategic Marketing Management
Department: Business School (Business)
BUSI5B815: Strategic Marketing Management
| Type | Level | Credits | Availability | Module Cap | Location |
|---|---|---|---|---|---|
| Open | 4 | 15 | Available in 2015/2016 | Durham |
Pre-requisites
- None.
Corequisites
- None.
Excluded Combinations
- None.
Aims
- 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.
Content
- 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
- Written communication skills; planning, organising and time management; problem solving and analysis; using initiative; computer literacy; working with others.
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, seminars, guided reading, group presentations and case studies.
- The seminars will be 2 hours to facilitate an in-depth discussion.
- 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 | Attendance Monitored |
|---|---|---|---|---|---|
| Lectures | 10 | weekly | 2 hours | 20 | |
| Seminars | 2 | Part-way through module | 2 hours | 4 | Yes |
| Preparation & Reading | 126 | ||||
| Total | 150 |
Summative Assessment
| Component | Component Weighting | Element | Length/Duration | Element Weighting | Resit Opportunity |
|---|---|---|---|---|---|
| Group written assignment | 20% | Group essay | 2,000 words (maximum) | 100% | 1,000 word individual essay |
| Individual written assignment | 80% | Individual essay | 2,000 words (maximum) | 100% | Same |
Formative Assessment
Student presentations, case study preparation.
Students who do not attend monitored activities shown under Teaching Methods
and Learning Hours, or who fail to complete the summative or formative
assessment(s) specified above, may be subject to the Academic Progress
procedures defined in the University's General Regulation V, and may be
required to leave the University.