Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2019-2020 (archived)

Module BUSI5B815: Strategic Marketing Management

Department: Management and Marketing

BUSI5B815: Strategic Marketing Management

Type Open Level 4 Credits 15 Availability Available in 2019/20 Module Cap
Tied to N2P109
Tied to N2P309
Tied to N2P609


  • None.


  • None.

Excluded Combination of Modules

  • None.


  • 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.


  • The Marketing Concept
  • The Marketing and Strategy Environment
  • Segmentation, Targeting and Positioning
  • The 4 Ps – (Product, Price, Promotion, Place)
  • Marketing Strategy - Introduction, Context, and Issues
  • Developing a Marketing Strategy

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:
  • Be able to critically evaluate a marketing strategy.
  • Be able to develop a suitable marketing strategy.
Key Skills:
  • Written communication skills
  • Planning, organising and time management
  • Problem solving and analysis
  • Using initiative
  • Computer literacy
  • Working with others
  • Written communication; 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 taught lectures, seminars, group discussion, supported by guided reading.
  • The module is summatively assessed by an individual report.
  • The summative assignment of the module is designed to test students' knowledge and understanding of the subject matter, and their ability to apply it in marketing practices. The report covers the key topics of marketing faced by a real world organisation.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Lectures 10 weekly 2 hours 20
Seminars 4 Bi-weekly 1 hour 4
Preparation & Reading 126
Total 150

Summative Assessment

Component: Written Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Individual essay 2,500 words (maximum) 100% Same

Formative Assessment:

Group presentations

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