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Durham University

Faculty Handbook 2022-2023

Module Description

Please ensure you check the module availability box for each module outline, as not all modules will run each academic year.

Department: Management and Marketing


Type Tied Level 1 Credits 20 Availability Available in 2022/23 Module Cap Location Durham and Queen's Campus Stockton
Tied to N201 Business and Management
Tied to N203 Business and Management with Placement Year
Tied to N207 Business and Management with Study Abroad
Tied to N509 Marketing and Management
Tied to N510 Marketing and Management with Placement Year
Tied to N511 Marketing and Management with Study Abroad
Tied to L103 Economics with Management
Tied to L104 Economics with Management with Placement Year
Tied to L105 Economics with Management with Study Abroad
Tied to LMV0 Combined Honours in Social Sciences
Tied to CFG0 Natural Sciences
Tied to FGC0 Natural Sciences
Tied to CFG1 Natural Sciences with Year Abroad
Tied to CFG2 Natural Sciences with Placement
Tied to LA01 Liberal Arts
Tied to LA02 Liberal Arts (with Year Abroad)
Tied to LMVA Combined Honours in Social Sciences (with Year Abroad)


  • None.


  • None.

Excluded Combination of Modules

  • None


  • This module is designed to enable students to understand the key principles of marketing theory and its application in both commercial and non-commercial sectors.
  • This module also aims to provide an introduction to marketing practices, where students will begin to appreciate a critical engagement with relevant academic research and case study material. We will go beyond the sole interest of developing knowledge that enables marketing practitioners to maximise the sales of products and services. Students will critically assess marketing principles and concepts in order to develop criticial thinking in Marketing and a deeper engagement with Marketing studies. As such the module will provide a foundation for further study, and expose students to marketing concepts through the application of case studies as well as up-to-date academic research and practice.
  • The module also aims 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.


  • Consumer behaviour and decision-making
  • Market segmentation, target marketing and profiling consumers
  • Marketing strategy and planning
  • Brands, Branding and positioning
  • Marketing of products, services and experiences
  • Distribution channels, retailing, and the retail environment
  • Marketing communications: Communications Theory; integrated marketing communications campaigns
  • Pricing
  • Sustainability and ethics in marketing.

Learning Outcomes

Subject-specific Knowledge:
  • Demonstrate an understanding of core marketing concepts and principles
  • Analyse market opportunities and select and justify appropriate marketing approaches
  • Discuss and evaluate the role marketing plays in supporting a brand's marketing objectives
  • Gain knowledge and understanding of the relationship between marketing and consumer behaviour and evaluate how these are affected by new technology
  • Gain knowledge and understanding of planning aspects of marketing and evaluate the effects of various contexts
  • Identify and analyse social and ethical issues relating to marketing policies, procedures and practices.
Subject-specific Skills:
  • Have developed expertise in understanding the key marketing concepts and principles
  • Be able to take a critical perspective towards standard marketing concepts and principles to reappraise their effectiveness and relevance in the light of contemporary marketing issues, including the digitisation of communications technology, the fragmentation of consumer markets, and, the increasingly consumer-driven character of digital marketing activity.
Key Skills:
  • Effective written and oral communication skills
  • Planning, organising and time management skills
  • Problem solving and analytical skills
  • The ability to use initiative.

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

  • Lectures (L) are used to underpin the knowledge requirements of the module providing students with a sound conceptual and empirical base for further study and will follow a pre-planned syllabus.
  • Seminars (S) will allow students to experience a broader range of thinking on a topic, and to interact with associated subject experts. They will provide an opportunity for smaller-group discussion and exploration of selected topics in greater depth. They may include case studies and presentations and are intended to develop students discursive and interpersonal skills. They will also be used as a focus for student-led material to be provided to the module cohort.
  • Independent study (IS), research and analysis underpin students written and presented work and develop their ability to think independently, discriminate and use judgment, and assess the relevance and validity of others views.
  • Structured reading (SR), in conjunction with lectures, underpins the knowledge requirements of the programme.
  • Case studies (CS) provide students with an opportunity to consider and apply what they have learnt in the context of a particular example. They are intended to develop students analytical skills.
  • Reports (R) (whether in written examinations or as assessed coursework) develop students ability to communicate clearly, in writing, a coherent argument based on relevant subject-specific knowledge under constraints of length and/or time and (in the case of written examinations) without access to study aids.
  • Group presentations (GP) provide students with an opportunity to consider and apply what they have learnt in the context of a particular issue or problem. They are intended to develop students analytical, presentational and interpersonal skills, including working with others.
  • The summative assessment is in two parts; an individual assignment of 3000 words, and a group presentation.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Lectures 10 1 per week 2 hours 20
Workshops (scheduled in TEAL classrooms; students should be arranged into groups of approx. 55-65 people for these workshops) 4 Fortnightly 2 hours 8
Preparation and Reading 172
Total 200

Summative Assessment

Component: Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Individual Assignment 3000 words max 100% Same

Formative Assessment:

Formative group project, preparing students for the individual written assignment.

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

If you have a query about a specific module or degree programme, please contact the appropriate department.

If you have a question about Durham's modular degree programmes, please visit our FAQ webpage. If you have a question about modular programmes that is not covered by the FAQ, or a query about the on-line Faculty Handbook, please contact us using the Comments and Questions form below.