This is an archived handbook for a previous year. The current undergraduate and postgraduate handbooks can be viewed using the links above.
Postgraduate Handbook 2019-2020 (archived)
Module BUSI5B815: Strategic Marketing Management
Department: Management and Marketing
BUSI5B815: Strategic Marketing Management
| Type | Level | Credits | Availability | Module Cap | Location |
|---|---|---|---|---|---|
| Open | 4 | 15 | Available in 2019/2020 | 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 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
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 | Attendance Monitored |
|---|---|---|---|---|---|
| Lectures | 10 | weekly | 2 hours | 20 | |
| Seminars | 4 | Bi-weekly | 1 hour | 4 | Yes |
| Preparation & Reading | 126 | ||||
| Total | 150 |
Summative Assessment
| Component | Component Weighting | Element | Length/Duration | Element Weighting | Resit Opportunity |
|---|---|---|---|---|---|
| Written Assignment | 100% | Individual essay | 2,500 words (maximum) | 100% | Same |
Formative Assessment
Group presentations
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.