Masters Degrees (Fmcg)

Who is it for?

Whether you want to break into marketing, start your own business, take over your family’s company, or just learn more about how to innovate new products and services, and create buzz and excitement around them, this course is right for you.

This course is specifically tailored for students with little or no prior marketing experience and study background. It will qualify you to get your first professional marketing position, even if you have studied fine arts, medicine, business, or physics before. If you are looking for a degree that deepens your advanced marketing knowledge, please take a look at our MBA programmes.

Objectives

Some people equate marketing with advertising. Not you. You know that marketing is a multi-faceted business process involving creativity and innovation alongside analytical and strategic skills.

The MSc in Marketing Strategy and Innovation course gives you a sound understanding of the principles and state-of-the art practices of marketing. You will acquire the latest knowledge on market research, customer analysis, innovation and design, brand management, advertising, digital and social media marketing, fashion brand management, storytelling, sponsoring, and many other current marketing topics.

Your lecturers bring these topics to life through interactive classes, case discussions, lectures with leading marketers, and hands-on innovation and communication tasks. You will, for example:

• work with a London start-up company on a marketing plan for the introduction of a new product to the UK market
• develop your own business idea, business model, and communication strategy and pitch it to a jury of London marketers and investors
• compete against classmates in a strategy simulation game where you experience how your marketing decisions would play out in the real world
• personally meet some of London’s finest senior marketers, from companies such as Unilever, Visa, Interbrand, and Unruly.

What will you learn

• Develop your understanding of up-to-date tools and tricks of leading marketing strategists, as well as of the newest emerging theories and approaches.
• Directly apply what you have learned in class to real marketing problems. 
• When you graduate you will be able to contribute right away to marketing practice in leading organisations.
• You will also have the knowledge and skill to get audiences excited about your own start-up idea.

Integration Weeks

In the first two weeks at Cass, you will meet your new classmates, the marketing faculty, your course officer, and learn about the library, IT, and career services at Cass. You will also get special classes where you test your own personality, learn to collaborate and achieve targets in multi-cultural groups, solve case studies, present convincingly, conduct academic experiments, and use Microsoft Excel.

Assessment methods

Students will be assessed through a range of different methods. Most courses have both an exam and a coursework assessment component. Students conduct the course work with study groups. Group members learn from assessing each other through peer assessment, mirroring evaluation mechanisms in organisations.

Career pathways

We are committed to not only educate you as an excellent marketer, but also as a responsible leader.

This ethos pervades the MSc in Marketing Strategy and Innovation course. Exploring topics such as Corporate Social Responsibility, for example, gives you an 'outside in' perspective, enabling you to reflect on the wider social implications of youremployability of Cass students, the applicable vocational skills of the course and the support Cass students benefit from. marketing decisions and to adapt quickly to the tone and tempo of contemporary business. Typical Industries for graduates include:

• Agency (Marketing, Advertising, Digital, Media)
• Design/Luxury Goods
• Fashion
• Fast-Moving Consumer Goods (FMCG)
• Hospitality
• Media & Entertainment

Recent graduates have gone on to work for:

• Brand Union
• Cartier
• Dunnhumby
• Interbrand
• GfK
• Unruly Media
• Hogarth/WPP
• Leo Burnett
• Mars
• Nestle
• Ogilvy&Mather
• Procter & Gamble

Cass Business School has an illustrious reputation for providing fantastic employees. The wide variety of roles and industries are a further testament to the experience you will gain by studying the postgraduate Marketing course.

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Applicants for the September intake may choose to study part-time over 2 years
Part-time teaching times: Trimester 1: Fridays 1pm-5pm; Trimester 2: Fridays 1pm-4pm
(Teaching would extend to Fridays 1pm-6pm in Trimester 2, if required)

Overview

Gain an advanced understanding of the psychology of consumer behaviour. Explore the psychology of people’s product choice, purchase decisions, and the use of services. Discover strategies of changing and learning from consumer attitudes and behaviours. Analyse advertising effectiveness and persuasion processes.

Developed for both recent graduates of Psychology, Business, Marketing as well as current business development, marketing, advertising or market insight/research professionals, this course covers the workings of the consumer mind in the increasingly saturated and global markets. Specifically you will learn about what captures consumers’ attention, how their perceptions and attitudes may be altered as well as factors that affect the consumer decision-making process.

You will also consider the social-psychological aspects of consumers’ functioning such as social influence tactics used in sales, persuasion and advertising alongside the role of personality and identity in consumer’s functioning. Furthermore, you will learn about the most commonly used statistical techniques as well as the theoretical and practical complexities of conducting psychologically based consumer research.

You will learn and put your research skills into practice throughout your Masters which will culminate in your own piece of independent research. Your project could support the business you currently work within or be based on a sector or company you would like to work for in the future such as the FMCG or advertising sectors.

Upon graduation you'll be well placed to provide businesses, government bodies and charitable institutions with expertise and insights into psychological aspects of marketing, branding, advertising and consumer behaviour.

Our teaching team include Course Leader Dr Cathrine Jansson-Boyd, Dr Magdalena Zawisza, Dr Suzanna Forwood and Dr Richard Piech. All have extensive experience in furthering the understanding of consumer behaviour. In addition, we regularly invite speakers from industry.

Our psychology research has been classified as world-leading and internationally excellent in the latest Research Excellence Framework (REF) and we continue to work with industry to generate relevant research outcomes that lead to measurable impact. For more information about who we work with please click on the individual links of the course lecturers.

Careers

This Masters degree is designed for graduates wishing to start, or further develop, careers in Consumer Psychology. The fact that this course is relevant to many job industries such as marketing, PR, advertising, and consumer research, marketing research and product development and is currently not commonly taught in the UK, will give the students a distinctive edge in a job market that is often competitive.

In order to further provide students with a springboard into the job market we will endeavour to facilitate internship opportunities by encouraging students to engage with the Consumer Research Group based at ARU. The aim of the research group is to bridge the gap between academic research and business application by working closely with locally based businesses. The abilities gained by undertaking the MSc in Consumer Psychology will place students in a strong position for pursuing a professional career in Consumer Psychology or further postgraduate study (e.g., a PhD) and research, or employment in a university.

Assessment

We use a number of ways for you to demonstrate your learning from the modules, and to ensure you develop the knowledge and skills required to complete the course. These include presentations, exams, essays, reports and projects.

Where you'll study

Your faculty -

The Faculty of Science & Technology is one of the largest of five faculties at Anglia Ruskin University. Whether you choose to study with us full- or part-time, on campus or at a distance, there’s an option whatever your level – from a foundation degree, to a BSc, MSc, PhD or professional doctorate.

Whichever course you pick, you’ll gain the theory and practical skills needed to progress with confidence. Join us and you could find yourself learning in the very latest laboratories or on field trips or work placements with well-known and respected companies. You may even have the opportunity to study abroad.

Everything we do in the faculty has a singular purpose: to provide a world-class environment to create, share and advance knowledge in science and technology fields. This is key to all of our futures.

Visit your faculty - http://www.anglia.ac.uk/science-and-technology

Where can I study?

Cambridge - http://www.anglia.ac.uk/student-life/life-on-campus/cambridge-campus

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Psychology plays an important role in many aspects of business and marketing. Consumer psychology is the key to understanding buyer behaviour, enabling organisations to design innovative products and create effective communication messages.

This course will prepare you for careers building on both disciplines – whether you wish to pursue a successful career in marketing, or more generally apply psychological theories to the world of business.

Your studies will culminate in a research project that bridges both disciplines.

This course is currently subject to validation, in line with our procedures for assuring the quality of our degrees. This means that some course detail may change. The validation process will be concluded before the course starts.

How will I study?

You’ll study core modules and options in the autumn and spring terms. In the summer term, you carry out your research project.

Assessment is through a combination of coursework, projects, examinations and presentations.

Scholarships

Our aim is to ensure that every student who wants to study with us is able to despite financial barriers, so that we continue to attract talented and unique individuals. For more information on Masters Scholarships visit: http://www.sussex.ac.uk/study/fees-funding/masters-scholarships

Careers

This course will open up career options in both senior marketing management as well as psychologist roles in business and other sectors. This includes areas such as:

-FMCG and retail marketing,

-Brand management

-Communications

-Market research

-Consumer psychology

-Consultancy

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Programme Content

MSc in Marketing Management programme (ranked no. 6 in Eastern Europe!*)  develops knowledge and skills in business and marketing and directs students towards the commercial environment. The programme also seeks to encourage one's creative expression and help smooth a path to this exciting sector. Our graduates are represented in an extremely diverse range of multinational, national and local organisations the world over, including sales, advertising, account management, PR and market research.

Key areas of studies:

Consumer behaviour, marketing research, marketing communication, contemporary issues in marketing, digital marketing, corporate communications, marketing of services, business strategy, cross cultural management skills. The curriculum is indicative and is subject to change.

Knowledge & Understanding

Students upon graduation should be equipped with:

• global economic and managerial issues as they relate to strategic decision making;
• contemporary issues of marketing, including the phenomenon of new media and social media;
• the current interpretation of brands and entertainment marketing;
• how CSR, responsible and ethical marketing can add value to profitable business strategies;
• appropriate techniques to deal with complex issues critical to the success of multinational firms.

Disciplinary & Professional Skills

Upon completion of this course, students should be able to:

• To create an opportunity for students to occupy mid-level marketing management positions in companies and develop international managerial skills.
• To study, review and put into practice both the “tried and tested” techniques and the latest concepts in the field of marketing management.
• To deepen the students’ ability to apply, develop and critically appraise current techniques, theories and practices encountered in the marketing environment of local and international firms.
• To develop critical awareness of the global business environment and the relevant marketing tools required to make a business or organisation successful in an increasingly competitive world.
• To develop international managers, skilled in interpersonal and cross-cultural communications, and equipped with up-to-date knowledge on marketing management.
• To create a global and strategic mindset and to develop sensitivity to learning from other cultures.
• To build an appreciation in students of the need to continuously develop skills and knowledge throughout their careers.

Career Opportunities

Graduates will be able to pursue careers in a wide range of marketing roles at a creative agency or in the media sector including Product Management, Sales, Advertising, Public Relations and Market Research.

Recent IBS graduates are working as brand managers or sales executives at PR/marketing/advertising agencies or in the FMCG sector, in the health industry or in the media.

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