Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2020-2021 (archived)

Module BUSI4G915: Marketing Management and Strategy

Department: Management and Marketing

BUSI4G915: Marketing Management and Strategy

Type Tied Level 4 Credits 15 Availability Available in 2020/21
Tied to N5K609


  • None.


  • None.

Excluded Combination of Modules

  • None.


  • To provide a comprehensive introduction to issues in marketing management.
  • To provide a comprehensive introduction to issues in strategic marketing management.
  • To equip students 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, promotion, place and price)
  • Marketing Strategy - Introduction, Context and Issues
  • Developing a marketing strategy

Learning Outcomes

Subject-specific Knowledge:
  • have an advanced understanding and critical appreciation of the conceptual models that underpin the strategic and marketing management process
  • have a critical appreciation of the complex nature of strategic and 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:
  • effective written and oral communication skills
  • planning, organising and time management skills
  • problem solving and analytical skills
  • the ability to use initiative
  • advanced computer literacy skills
  • group work skills

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

  • Learning outcomes will be met through a combination of taught lectures, seminars, group work and discussion, supported by guided reading.
  • The summative assessment of the module, by individual written report, 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 1 per week 2 hours 20
Seminars 4 Fortnightly 1 hour 4
Preparation and Reading 126
Total 150

Summative Assessment

Component: Individual Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Individual written report 2500 words 100% Same

Formative Assessment:

Group presentations. In addition, seminar exercises will be used to give students an opportunity to explore, discuss, critique and apply the key topics in practice.

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