We use cookies to ensure that we give you the best experience on our website. You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Durham University

Postgraduate Module Handbook 2022/2023

Archive Module Description

This page is for the academic year 2021-22. The current handbook year is 2022-23
No such Code for pgprog: N2K307
No such Code for pgprog: N5K107
No such Code for pgprog: N6K107
No such Code for pgprog: N1KY07
No such Code for pgprog: N2K507
No such Code for pgprog: N5K407
No such Code for pgprog: N1N107
No such Code for pgprog: N6K207
No such Code for pgprog: N5K507

Department: Management and Marketing

BUSI4D515: Buyer Behaviour and Marketing Communications (ONLINE)

Type Tied Level 4 Credits 15 Availability Not available in 2021/22
Tied to N2K307
Tied to N5K107
Tied to N6K107
Tied to N1KY07
Tied to N2K507
Tied to N5K407
Tied to N1N107
Tied to N6K207
Tied to N5K507


  • None.


  • None.

Excluded Combination of Modules

  • Buyer Behaviour and Marketing Communications (TAUGHT)


  • To provide a comprehensive to the specialised area of buyer behaviour and the management of customer - centric Integrated Marketing Communications (IMC) strategies.
  • To consolidate and extend the advanced conceptual and empirical skills acquired during the Core period of the MA programme.
  • To equip the student with the advanced conceptual and practical skills needed to successfully develop a professional multimedia marketing communications plan.


  • I. Understanding Customers:
  • Marketing management in the customer-driven organisation;
  • Consumer buying and organisational buying;
  • Customer choice and decision-making processes;
  • Internal influences on customer decision-making;
  • External influences on customer decision-making.
  • II. Communicationg with Customers:
  • Marketing communications as a buyer-seller dialogue;
  • Developing an integrated marketing communications (IMC) strategy;
  • One, two, three and four-dimentional communications strategies;
  • The marketing communications mix - advertising, promotion, merchandising, PR,etc;
  • Developing and implementing a strategic media plan.
  • III. Managing Customer Relationships:
  • Understanding customer-marketer dynamics;
  • In-bound communications and customer intelligence;
  • Realtionship marketing and the 'marketing concept';
  • Customer relationship, management (CRM) systems;
  • Identifying, communicationg and delivering the value proposition.

Learning Outcomes

Subject-specific Knowledge:
  • An advanced understanding and critical appreciation of customer responses to the products and services of everyday life, and to the marketing of those products and services.
  • A critical appreciation of the complex nature of the customer decision-making process and the methods of studying these processes, together with the challenges marketers face in seeking to influence that process.
Subject-specific Skills:
  • Aquired the specialised skills needed to develop a comprehensive marketing communications strategy that is founded upon a grounded knowledge of how and why customers behave as they do.
Key Skills:
  • effective written communication skills
  • planning, organising and time management skills
  • problem solving and analytical skills
  • the ability to use initiative
  • advanced skills in the interpretation of data
  • advanced computer literacy skills

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

  • The module is delivered via online learning, divided up into study weeks with specially produced resources within each week. Resources vary according to the learning outcomes but normally include: video content, directed reading, reflection through activities, opportunities for self-assessment and peer-to-peer learning within a tutor-facilitated discussion board. Tutors provide feedback on formative work and facilitate discussion board communication as well as being available for individual consultation as necessary (usually by email and Skype). 
  • The summative assessment of the module is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Video content, directed reading, self-assessed assignments and guidance for further reading 150
Total 150

Summative Assessment

Component: Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
written assignment 3000 words (max) 100% Same

Formative Assessment:

A written assignment of 1,500 words, or its multimedia equivalent, which may involve some group work.

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