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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: N1D507
No such Code for pgprog: N1D707
No such Code for pgprog: N1DM07

Department: Management and Marketing

BUSI54315: Marketing Management (DL)

Type Open Level 4 Credits 15 Availability Not available in 2021/22
Tied to N1D507
Tied to N1D707
Tied to N1DM07

Prerequisites

  • None.

Corequisites

  • None.

Excluded Combination of Modules

  • None.

Aims

  • To introduce students to the key principles and practices of marketing management.

Content

  • The changing role of Marketing.
  • Understanding buyer behaviour.
  • Marketing Strategy Development.
  • Strategic Marketing in Action.

Learning Outcomes

Subject-specific Knowledge:
    By the end of the module students should have a critical understanding of the ideological foundations of marketing and its role as a key determinant in democratic economic system.
Subject-specific Skills:
    By the end of the module students should be able to use selected practical tools associated with the strategic dimension in marketing.
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

  • Through a combination of learning materal, self assessed exercises and a formative assignment on key topical issues, together with guided reading.
  • On the DL MA Programme each module is delivered in discrete Units which are equivalent to a lecture session. A DL Unit normally consists of specially written material, directed reading, reflection through self-assessed assignments and guidance for further reading.
  • Each student is allocated a Tutor for each Module. the Tutor is tasked with providing feedback on formative work and is available for individual consultation as necessary. Tutoring is normally provided at a distance and may be conducted by email, telephone, post or fax.
  • The DL Programme offers annual residential seminars. In addition to offering core curriculum, the seminars provide the opportunity for DL Students to interface with members of Faculty, meet Tutors and to interact with other members of the student cohort.
  • Tutorials are conducted by email, post or fax. Students are unlikely to require more than 5 hours of telephone support form a tutor combined with a further 5 hours of tutor time in answering questions recevied by post, fax or email.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Units 9
Tutorials 5
Residential seminars
Preparation & Reading
Total 150

Summative Assessment

Component: Examination Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Examination based upon seen case study. 2 hours 100%

Formative Assessment:

One 2000 word written/practical 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