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BUSI5B815: Strategic Marketing Management

It is possible that changes to modules or programmes might need to be made during the academic year, in response to the impact of Covid-19 and/or any further changes in public health advice.

Type Tied
Level 4
Credits 15
Availability Available in 2024/2025
Module Cap
Location Durham
Department Management and Marketing

Prerequisites

  • None.

Corequisites

  • None.

Excluded Combinations of Modules

  • 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

ActivityNumberFrequencyDurationTotalMonitored
Lectures10weekly2 hours20 
Seminars4Bi-weekly1 hour4Yes
Preparation & Reading126 
Total150 

Summative Assessment

Component: Written AssignmentComponent Weighting: 100%
ElementLength / DurationElement WeightingResit Opportunity
Individual essay2,500 words (maximum)100Same

Formative Assessment

Group presentations

More information

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