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Durham University

Postgraduate Module Handbook 2021/2022

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

BUSI4D615: Strategic Marketing Management (ONLINE)

Type Tied Level 4 Credits 15 Availability 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

Prerequisites

  • None.

Corequisites

  • None

Excluded Combination of Modules

  • Strategic Marketing Management (TAUGHT)

Aims

  • To provide a comprehensive introduction to strategic management, marketing planning and professional marketing practice.
  • To consolidate and extend the advanced research methods training and statistical analysis 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 strategic marketing plan.

Content

  • I. Marketing and Strategy:
  • The development of marketing and the marketing concept;
  • The internal environment - functons, stakeholders, competences, capabilities, etc;
  • The external environment - markets, customers, competitors, strategic alliances, etc.
  • Corporate strategy, marketing objectives and strategic intent;
  • SOSTAC framework - situation, objectives, strategy, tactics, actions, control.
  • II. Strategic Marketing Planning:
  • The strategic marketing plan and its organisational context;
  • Forecasting, budgeting and planning;
  • Product, service and pricing decisions;
  • Promotion and distribution decisions;
  • Performance measurement, evaluation and control;
  • III. Marketing Management oin Practice:
  • Relationship marketing and customer relationship management (CRM) strategies;
  • Managing marketing projects and activities;
  • The extended marketing mix and associated management decisions;
  • Strategy, marketing, and management control systems.

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 management decisions and potential barriers to their implementation.
Subject-specific Skills:
  • The ability to apply both managerial judgment and high level analytical tools to a range of complex strategic marketing problems.
Key Skills:
  • Written communication; planning, organising and time management; problem solving and analysis; using initiative; computer literacy.

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: Case Study Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
case study analysis essay 3000 worsd 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