Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2020-2021 (archived)

Module BUSI49WJN: Advanced Marketing Strategy

Department: Management and Marketing

BUSI49WJN: Advanced Marketing Strategy

Type Tied Level 4 Credits 15 Availability Available in 2020/21 Module Cap None.
Tied to N5K609J


  • None


  • None

Excluded Combination of Modules

  • None


  • To provide a comprehensive analysis of the issues in marketing strategies, including resource allocation in marketing mix, and performance implication of marketing mix.
  • To equip students with the advanced conceptual and practical skills needed to successfully develop a professional marketing strategy.


  • Marketing and strategy - review and context
  • Theoretical underpinning
  • An examination of factors external to the organisation
  • The resource base for competitive advantage
  • Marketing mix and performance
  • Discussion of contemporary marketing issues (including but not limited to corporate social responsibility and marketing performance, marketing mix's relative effectiveness, the scope of marketing in organisations, marketing performance measurement).

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 an understanding of the marketing productivity chain and the impact of marketing strategies on marketing productivity 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 from the performance perspective
  • be able to develop a suitable marketing strategy for superior performance
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

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

  • The module will be taught in 2 hour lectures supported by 1 hour seminars to allow a greater level of engagement with students and to enable a flexibility of approach as appropriate. The seminars will comprise group work, case studies and discussion to enable the learning outcomes to be met.
  • The module is summatively assessed by an individual assignment to 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
Lectures 10 1 per week 2 hours 20
Seminars 4 Fortnightly 1 hour 4
Preparation and Reading 126
Total 150

Summative Assessment

Component: Individual written assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Individual Essay 2500 words 100% same

Formative Assessment:

Seminar exercises will be used to give students an opportunity to explore, discuss, critique and apply the key topics in practice. The main aim of the formative assessment is to begin to understand the application of the material, to consolidate the knowledge and further develop relevant skills for academic work. Participation in seminar elements provides an opportunity for formative feedback throughout the module. Verbal formative feedback will be given to the students as a group throughout the seminar exercises.

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