This MSc introduces you to the managerial aspects of marketing and demonstrates how theoretical concepts are applied in the practical arena. You are encouraged to challenge contemporary marketing thought in all modules and are given the opportunity to undertake a live marketing consultancy project.
If you are a business graduate or a graduate from a related discipline and want to pursue a career in marketing, you are well suited to this course. It is also ideal if you are already working in a marketing environment.
Expect leading-edge modules and the programme incorporates a number of topical live projects to give you practical experience of strategic marketing issues.
The primary objective of this module is to provide a foundation of knowledge in a range of research strategies. The sessions are designed to develop an understanding of the processes involved in conducting effective research whilst allowing you to pursue your own research interests through a range of workshops. This module will illustrate the significant role that theoretical principles play in the research process and the importance of presenting clear and credible argumentation and evidence to support both the research design and the study's findings. Good research is also dependent on strong inter-personal and project management skills. These elements will be illustrated throughout the course. This module serves two purposes: firstly, it will provide course participants with an understanding of the processes involved in conducting effective research and, secondly, it will provide a foundation of knowledge which will facilitate the design and completion of a dissertation.
This module focuses on key determinants of consumer behaviour with coverage of contributions from psychology, sociology, and social psychology in which to integrate newer perspectives in terms of understanding, segmenting and targeting consumers. The module will contextualise consumer behaviour.
You will integrate your learning and development and synthesise knowledge and understanding of theory and practice through its application to organisational issues, which are demonstrably concerned with development within the organisation. You are supported throughout the process by a supervising tutor who will monitor progress and ensure that you are appraised of your on-going performance. Usually the dissertation should be completed within one year.
You examine a wide range of contemporary global economic issues including: the changing structure of the world economy; international trade relations; the nature and efficiency of the market system; developments in the macro economy; the determinants of long-run economic performance; the influence of regulatory and environmental policy; and the effects of changes in corporate governance and CSR.
The emphasis is on understanding the nature of these issues and their implications for business and other organisations. You approach the issues from a variety of perspectives – economic; political, socio-cultural and ethical – and drawing primarily on economics as the underlying discipline, develops the concepts, theories and analytical tools useful for assessing the dynamics of the world economy.
This module is a foundation if you are studying marketing later, and an end point if you are doing a non-marketing programme. It assumes no previous marketing knowledge. It examines marketing from a customer-focused perspective, describing the relevance and applying this perspective for organisations and across functions.
This module takes an integrated approach to the management of marketing communications, with a focus on the recent impact of digital technology. Integrated Marketing Communications (IMC) is a concept of marketing communications that recognises the added value in a programme which integrates a variety of disciplines to provide consistency and maximum communications impact. You will consider a range of IMC strategies from a managerial perspective and in the context of the role of digital technology. You will also critically assess their suitability across a range of organisations and situations. The module uses an active learning approach, using a real-world management problem as the context for new learning, to complement the more traditional pedagogic approach.
The aim of this module is to equip students with the relevant academic knowledge and skills to become strategic marketers, rather than functional marketers. The module will take a critical approach to strategic marketing theory and its application in organisations. Drawing on a variety of cutting edge theorists, both past and present, and the ideas of leading practitioners’, the module will critically appraise and challenge marketing orthodoxy. The module recognises the dynamic nature of marketing and will therefore examine the latest trends and theoretical developments and their impact on the marketing process. Ultimately, the module will equip participants with the necessary academic knowledge and practical skills to be successful strategic thinkers, a skill that is vital for success in marketing.
Critical marketing is a relatively new field of academic research in marketing and is beginning to gain prominence in both the academic and practitioner arenas.
In this module we provide you with a critical insight into the topical issues in marketing and the impact on the academic and practitioner worlds.
Marketing is an extremely dynamic discipline and this module captures the new emerging topics, ideas and trends.
The module takes advantage of staff research expertise, visiting academics and practitioners and presents a broader picture of the nature of marketing, as well as developing your critical thinking skills.
You will do this project-based module in small groups in response to a brief from a client organisation. Your group will be required to take a brief from the client, formulate a structured and systematic marketing research plan and produce a strategic marketing report in response to client needs. As a group, you will also produce a written consultancy report. Preparation for this experiential learning takes place in the Strategic Marketing Planning module where you will be prepared in analysing business problems, producing strategic marketing plans and presenting solutions.
Modules offered may vary.
Modules are taught via lectures, seminars, practical workshops and group work. Teaching staff adopt a range of web-based technologies to deliver module content, assess, provide feedback and communicate with students.
Assessment methods vary according to the module studied and include formal examinations, in-course work and presentations.
This programme equips you with the necessary skills and knowledge to pursue a career in marketing, either within specialist areas such as advertising or market research, or within a general marketing function. It is relevant to the private and public sectors, as well as profit and non-profit organisations.
The normal entry requirement is one of the following:
Applicants without these formal qualifications but with significant work experience are encouraged to apply.
For additional information please see the entry requirements in our admissions section
International applicants can find out what qualifications they need by visiting Your Country