Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2019-2020 (archived)

Module BUSI4O510: Marketing (EBS)

Department: Management and Marketing

BUSI4O510: Marketing (EBS)

Type Tied Level 4 Credits 10 Availability Available in 2019/20 Module Cap None.
Tied to N1T817


  • None


  • None

Excluded Combination of Modules

  • None


  • To develop students' understanding of the marketing function within organisations.
  • To explain classic and contemporary marketing perspectives, and their application to a variety of contexts, including business-to-consumer (B2C) and business-to-business (B2B).
  • To explore the network of exchanges between buyers and sellers in a market economy and the particular role of marketing in facilitating those relationships.
  • To conceptualise the market pressures faced by (and indeed created by) organisations, but also identifies the main issues that need to be addressed by individual marketing managers.
  • To provide students with a critical understanding of classic concepts such as: how customers acquire products and services, how to segment markets and position brands accordingly; and the principles of the marketing mix framework.
  • To explore more recent developments in marketing thought, including: relationship marketing, services marketing, and the impact of digital marketing.


  • Marketing and Society
  • Consumer Buyer Behaviour
  • Organisational Buyer Behaviour
  • Segmentation, Targeting, and Positioning
  • Branding
  • Products and Pricing
  • Marketing Channels
  • Marketing Communications
  • Services and Relationship Marketing
  • Digital Marketing

Learning Outcomes

Subject-specific Knowledge:
  • By the end of the module students should have:
  • An integrated and critical appreciation of the key areas that need to be managed in a competitive operating environment to achieve a marketing orientation;
  • A critical understanding of the existing theoretical knowledge base in key areas of marketing.
Subject-specific Skills:
  • By the end of the module students should:
  • Be able to apply their understanding to the analysis of complex issues in marketing;
  • Be able to formulate an information-driven strategic response to marketing circumstances.
Key Skills:
  • Written communication
  • Planning, organising and time management
  • Problem solving and analysis
  • Using initiative
  • Computer literacy

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

  • Learning outcomes are met through classroom-based workshops, supported by online resources. The workshops consist of a combination of taught input, groupwork, case studies and discussion. Online resources provide preparatory material for the workshops – typically consisting of directed reading and video content.
  • The formative assessment consists of classroom-based exercises involving individual and group analyses and presentations on specific business situations/problems relevant to the learning outcomes of the module.
  • The summative assessment is a structured essay, which 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
Teaching blocks - combination of lectures, groupwork, case studies and discussion 6 Over a 3-day teaching block 4.5 hrs 27
Webinars / online videos 2
Preparation and Reading 71
Total 100

Summative Assessment

Component: Written Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Essay 3000 words max 100% Same

Formative Assessment:

Classroom-based exercises involving individual and group analyses and presentations on specific business situations/problems relevant to the learning outcomes of the module. Oral and written feedback will be given on a group and/or individual basis as appropriate.

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