Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2020-2021 (archived)

Module BUSI4D415: Applied Marketing Science (DL)

Department: Management and Marketing

BUSI4D415: Applied Marketing Science (DL)

Type Open Level 4 Credits 15 Availability Available in 2020/21 Module Cap
Tied to N1D707


  • None.


  • None.

Excluded Combination of Modules

  • None.


  • To provide a comprehensive introduction to the specialised areas of market intelligence, marketing planning and strategic location management.
  • To consolidate and extend the advanced research methods training and statistical analysis skills acquired during the core period of the MA in Marketing programme.
  • To equip the student with the advanced conceptual and practical skills needed to successfully complete a dissertation in Marketing and to provide a firm foundation for a successful marketing career.


  • I. Business Location Analysis:
  • Marketing, location, and competitive advantage;
  • Inductive and deductive location selection strategies;
  • Trade area analysis and site evaluation techniques;
  • Territory management and intelligent network planning;
  • Spatial interaction modeling and spatial growth strategies.
  • II. Marketing Research and Intelligence:
  • The marketing research industry;
  • The commercial marketing research process;
  • Exploratory, descriptive, and predictive research;
  • Industrial and consumer test markets;
  • Analysing, reporting and managing marketing intelligence;
  • III. Marketing, Information and Technology:
  • Data, information and market intelligence;
  • Secondary and standardised data - official statistics, commerical data, bespoke services;
  • Understanding and managing spatially - referenced information;
  • Geographical information systems (GIS) and spatial data analysis;
  • Marketing intelligence systems (MkIS) and strategic knowledge management.
  • IV. Spatial Marketing Planning:
  • Segmentation, positioning, and the spatial planning process;
  • Population geography, geodemographic change, and market opportunities;
  • Market segmentation bases - geodemorgraphic, psychographic, lifestyle, etc;
  • Standardized segmentation systems - ACORN, VALS2, PRIZM, PYSTE, etc;
  • Modeling, simulation, and decision - support systems.

Learning Outcomes

Subject-specific Knowledge:
  • a critical appreciation of the nature of marketing information and market intelligence, together with the geographical dimensions of that information and intelligence.
  • a critical appreciation of the spatially-referenced data underpinning successful marketing research, and of the technologies used in managing that spatially-referenced data.
Subject-specific Skills:
  • acquired the specialised skills needed to plan, implement, report, and manage a comprehensive and complex programme of market research for a new business venture and/or market diversification project.
Key Skills:

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

    • Through a combination of learning material, self assessed exercises and a formative assignment on key topical issues, together with guided reading.
    • On the DL MA Programme each module is delivered in discrete Units which are equivalent to a lecture session. A DL Unit normally consists of specially written material, directed reading, reflection through self-assessed assignments and guidance for further reading.
    • Each student is allocated a Tutor for each Module. The Tutor is tasked with providing feedback on formative work and is available for individual consultation as necessary. Tutoring is normally provided at a distance and may be conducted by email, telephone, post or fax.
    • The DL Programme also offers annual residential seminar which provide the opportunity for DL students to interface with members of Faculty, meet Tutors and to interact with other students.
    • The summative assessment of the module - by written assignment - is designed to:
    • test the acquisition and articulation of knowledge and research skills;
    • test skills of managing and analysing spatially-referenced data;
    • test conceptual understanding and skills of application, interpretation and reporting within the business context.

    Teaching Methods and Learning Hours

    Activity Number Frequency Duration Total/Hours
    Units 9 108
    Tutorials 5
    Preparation & Reading 37 hours
    Total 150

    Summative Assessment

    Component: Written assignment Component Weighting: 100%
    Element Length / duration Element Weighting Resit Opportunity
    Written assignment 3000 words (maximum) 100%

    Formative Assessment:

    Written assignment of 1500 words

    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