This marketing masters is designed to help you evolve into a critically informed professional with the key analytic and strategic skills employers need.
During your studies, you will be introduced to ideas that will improve your strategic thinking and your ability to devise creative solutions to marketing problems.
Distinctiveness within the diet of study comes from a focus on the contemporary consumer. Today’s consumer is more marketing savvy, more environmentally aware of the responsibilities associated with the market place, and has greater engagement with technology. Understanding this emergent being is crucial to marketing practitioners in developing innovation within the marketing field. This greater understanding will help marketers to develop more appropriate strategies and communications methods and thus facilitate more effective bi-directional communication which will assist with organisational success, but also with the creation of a more satisfied customer base. The inclusion of modules such as ‘Innovation in Consumerism and Market Research’, ‘Trends in Marketing’ and ‘Social and Sustainability Marketing’ will allow the student to focus in depth on the matters that are crucial in developing organisational success that pays due regard to the customer base.
Course content allows you to focus on how research can inform practice, and strengthen performance in complex modern markets. You will explore why organisations adopt certain marketing strategies and tactics, and how practices are likely to evolve in today’s rapidly changing international business environment.
Your studies will also focus on the increased importance of brand and reputation management, the modern driving force of new media, and the challenge of re-appropriating traditional approaches to communications.
You will challenge the broad-based concepts and philosophies of modern marketing and consider the importance of a customer-centric, service dominant approach to marketing, where the balance of power is shifting from marketer to consumer. You will gain an insight into emerging trends in contemporary marketing practice, underpinned by cutting-edge approaches to managing an organisation’s reputation and its brands. You will also learn how to communicate with the end consumer and other stakeholders through traditional and new media.
Throughout your studies, you will explore a wide range of marketing philosophies and functions, challenging traditional methods and contemporary thinking. Research skills will focus on the effect of new and emerging media on modern organisational thinking. You will test issues surrounding areas such as corporate ethics, branding, and marketing strategy, as well as question communications theory and develop new ideas in line with marketing thinking and consumption.
Modules you will study:
- Strategic Marketing This module critically examines the key elements of strategic marketing and its interface with business strategy.
- Research Methods Develop your understanding and skills of research in a management and/or professional development context whilst undertaking a critical review of research methodologies and methods.
- Brands and Reputation Management This module aims to provide a critique of the key theoretical underpinning surrounding the consumption, construction and reputation management of brands – a key responsibility for modern PR practitioners.
- Social and Sustainability Marketing You will gain an understanding of social, economic, ecological issues in domestic and global markets.
- Trends in Marketing You will learn about contemporary and emergent issues in marketing.
- Creativity in Advertising and Promotion On this module you will learn about the best use of creative processes of ads and promotion.
- Dissertation A significant piece of research into an appropriate area of study.
Learning and teaching methods
There is a varied lecture and seminar programme, case studies, visits, and analyses of contemporary marketing campaigns. Teaching is delivered by a team of research-active academics who maintain close links with the Chartered Institute of Marketing (CIM). You will have access to some of the world’s top marketing journals and publications, as well as specialist guest lectures.
Work Experience and Employment Prospects
This course will enable students with a limited marketing background to enhance their employability and skills, and will also enable those established practitioners to consolidate their knowledge through the contextualisation of theory within practice and vice versa. This will allow a deeper understanding of the discipline within the field.
This course has been designed to meet the development needs of those who want a career in marketing. As such, it reflects the requirements of dynamic organisations of various sizes and types, in a range of sectors.
Our marketing graduates can be found in a variety of senior marketing positions with national retailers, international charities, leading financial institutions and professional sports clubs.
Many graduates have also set up their own consultancy firms or continue their studies to doctoral level, becoming experts in their own specialist fields of marketing.
Assessment is assignment-based, so you can explore each subject to develop your critical and analytical skills. The final requirement is a dissertation or business research project, where you will examine an aspect of marketing in depth.
page on the University of South Wales website for more details!
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Recipient: University of South Wales
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