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 2021/2022

Archive Module Description

This page is for the academic year 2021-22. The current handbook year is 2022-23

Department: Management and Marketing

BUSI4S610: Marketing (Online)

Type Tied Level 4 Credits 10 Availability Available in 2021/22
Tied to N1T717 Business Administration (Online) (for students entering from April 2017)


  • None.


  • None.

Excluded Combination of Modules

  • Marketing (Taught) BUSI4K620


  • 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
  • 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:
  • apply their understanding to the analysis of complex issues in marketing;
  • take a critical perspective towards standard marketing concepts and principles to reappraise their effectiveness and relevance in the light of contemporary marketing issues;
  • 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

  • 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, reflective activities, opportunities for self-assessment and peer-to-peer learning within tutor-facilitated discussions.
  • The summative assessment of the module 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
Online activities that can include a combination of video content, case studies, group discussions, directed readings, and guidance for further study 100
Total 100

Summative Assessment

Component: Report Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Individual written market analysis report 3,000 words max 100% same

Formative Assessment:

Students undertake a series of activities aligned to the module content, receiving instruction and ongoing feedback on the theoretical knowledge and how it is applied.

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