Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2020-2021 (archived)

Module BUSI4K620: Marketing (Taught)

Department: Management and Marketing

BUSI4K620: Marketing (Taught)

Type Tied Level 4 Credits 20 Availability Available in 2020/21
Tied to N1T717


  • None.


  • None.

Excluded Combination of Modules

  • Marketing (Online) BUSI 4K520


  • To develop students’ understanding of the key principles of marketing theory and its function within organisations.
  • To explain classic and contemporary marketing perspectives, and their application to a variety of contexts, including business-to-consumer (B2C) and business-to-business (B2B)and consumer-to-consumer (C2C).
  • To conceptualise the market pressures faced by (and indeed created by) organisations, but also identify the main issues that need to be addressed by individual marketing managers.
  • To provide students with a critical understanding of classic concepts such as: how customers acquire products and services, how to segment markets and position brands accordingly; and the principles of the marketing mix framework.
  • To provide students with an understanding of how marketing works in practice, taking into account the context (domestic or international), culture, market characteristics and trends.


  • Marketing Environment
  • Consumer Buyer Behaviour
  • Buyer Behaviour
  • Market Research
  • Segmentation, Targeting & Positioning (STP)
  • Products
  • Pricing
  • Distribution
  • Marketing Communications
  • Services Marketing
  • Relationship Marketing
  • Digital Marketing
  • International Marketing

Learning Outcomes

Subject-specific Knowledge:
  • Upon successful completion of the module, the students will:
  • have an integrated and critical appreciation of the key areas that need to be managed in a competitive operating environment to achieve a marketing orientation;
  • have a critical understanding of the existing theoretical knowledge base in key areas of marketing;
  • be able to analyse market opportunities and select and justify appropriate marketing approaches;
  • have an understanding of the significant relationship between marketing and sustainability (financial, social and environmental) and how marketers can adopt more sustainable practices;
  • have an in-depth understanding of the link between Marketing and other corporate activities.
Subject-specific Skills:
  • Upon successful completion of the module, the students will be able to:
  • be able to apply their understanding to the analysis of complex issues in marketing;
  • be able to take a critical perspective towards key marketing concepts and principles to reappraise their effectiveness and relevance in the light of contemporary marketing issues;
  • be able to formulate an information-driven strategic response to marketing circumstances.
Key Skills:
  • Effective written communication skills
  • Oral communication and presentation skills
  • Planning, organising and time management
  • Problem solving and analytical skills
  • Ability to use initiative
  • Computer literacy skills

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

  • Learning outcomes are met through classroom-based workshops, supported by online resources. The workshops consist of a combination of taught input, groupwork, case studies and discussion. Online resources provide supplementary material for the workshops – typically consisting of directed reading and video content.
  • The formative assessment serves to prepare students for the summative presentation. Tutors provide feedback on the outline submitted.
  • The summative assessment comprises an individual, video-recorded presentation on a contemporary marketing issues, and an accompanying analytical report which is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application, interpretation and analysis within the business context.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Video or other digital content, tutor-facilitated discussion, directed reading, reflective activities and guidance for further independent study 200
Total 200

Summative Assessment

Component: Presentation Component Weighting: 40%
Element Length / duration Element Weighting Resit Opportunity
Individual presentation in a digital format containing written and visual content 10 mins/1,500 words or equivalent 100% same
Component: Report Component Weighting: 60%
Element Length / duration Element Weighting Resit Opportunity
Individual written market analysis report 2,500 words max 100% same

Formative Assessment:

1 page outline of proposed presentation.

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