This degree is designed for graduates wishing to start, or further develop, careers in marketing. It explores the principles, theoretical concepts and practice of marketing within the context of business and management and will focus on developing academic and applied skills in Marketing including advertising, brand management and loyalty, customer service, public relations and market research.
The programme will also develop students’ knowledge and skills across a broader range of business and management subjects, including organisations, their management and the changing external environment in which they operate and develop students’ ability to take a strategic overview of business and organisational issues.
An important objective is to provide relevant analytical training in the latest strategic, managerial and industrial developments in Marketing both the public and private sectors. We look at marketing at local, national and global levels developing skills in strategic analysis, problem-solving and decision making.
The programme will prepare students for a career in marketing or in business and management. Students may choose to undertake a dissertation in a business or marketing topic. The Bangor Business School has a Chartered Institute of Marketing student chapter which enables our students to become involved in real life issues and enjoy hands-on experience of Marketing.
MA Business and Marketing course structure
Research Methods This module equips students with knowledge of intermediate and advanced research methods, which they will encounter in other modules and in their dissertations. The module also provides a basis in research methodology for those who may eventually wish to pursue research degrees.
Marketing Strategy This module critically evaluates the contributions of various schools of thought in marketing, and examines the relevant analytical models and management practices, with emphasis on the strategic importance of marketing to all organisations.
Management and Organisational Behaviour This module provides an integrated analysis of management as an academic discipline, drawing on the work of classical and contemporary writers in the field, and as a practical strategic activity in a dynamic environment of continual change.
Corporate Strategy This module analyses strategic decision-making within business. You will develop a critical understanding of the strategic processes of business management, the interconnections with the functional domains of marketing, human resource management and corporate finance, and the management of knowledge systems.
Human Resource Management This module develops a critical awareness of the key human resource management issues that arise within organisations. You will examine the theory and practice of human resource management in a variety of organisational settings, including an international dimension.
Marketing Communications This module will examine the processes by which integrated marketing communications (IMC) programs are planned, developed and executed as well as the influencing factors. Individual communication vehicles included in an Integrated Marketing Communications plan are also explored.
Relationship Marketing This module builds on the fundamental concepts examined in the Marketing Strategy module by exploring Relationship Marketing theory and practice in a range of global environments and business contexts. Theoretical approaches, integrated with relationship marketing models and analytical tools will be used to develop managerial understanding and competence.
Management Research This module analyses the philosophical basis for research in the management sciences, and examines a number of key methodological issues and approaches. Research designs for both quantitative and qualitative research methodologies are developed, including interviews, case studies, focus groups, surveys and experiments.
Finance for Managers This module is designed for those who aim to achieve a basic understanding of financial management and control, and who require an understanding of finance in order to manage an organisation effectively. Financial planning and control are central themes, as well as the appraisal techniques of investment projects.