If companies are to expand their business and be competitive, they must employ modern marketing techniques and integrate these into their organisational processes. On this course you will study a full range of marketing practices combined with broader aspects of strategic marketing such as buyer behaviour, marketing international business, marketing and service management, and social media marketing.
Designed to help you become a highly effective manager and creative thinker, you will gain the conceptual, framework-focused, analytical, problem solving and research skills required to operate confidently in a dynamic environment.
There are six entry points through the year. This allows you to start when it is most suitable. The entry points are:
• September • November • January • March • June • July
Why choose this course?
• Study aspects of global brand communications and reputation, marketing in the digital landscape, intercultural issues in marketing, and strategy and brand management • Develop your employability by undertaking a work placement with the opportunity to work on a live project to improve your team-working, negotiation skills, confidence and ability to apply critical and creative thinking to complex and unclear problems • Benefit from studying with a Business School that has partners across the world enabling you to examine the cross culture perspectives essential to organisations in the global markets • Explore how cultural and social differences affect buying behaviour, and discover how to use branding to compete in the global marketplace • Gain an appreciation of the integrated nature of marketing communications and their application in a contemporary context
On this Marketing course, you will undertake four 30 credit units and one 60 credit project unit.
Your course takes place over three semesters. Depending upon when you join the course, this will determine the order of units which you will study. You will benefit by beginning your studies with others who started at one of the earlier points of entry.
• Induction Week • Unit 1 (30 credits) • Unit 2 (30 credits) • Unit 3 (30 credits) • Unit 4 (30 credits) • Business/Law project (BLP) 60 credits
The induction week will prepare you well for study on your course. You will then study only one unit at a time, which will enable you to focus upon the subject. Our evidence-based approach is designed to enhance engagement and success by applied practice, working with others and network development. The learning delivery takes place through a mix of interactive lectures, seminars, tutorials and lab sessions, along with guided learning, independent and autonomous learning. This emphasis on active learning uses the latest in teaching and learning approaches, integrated with our employability practice-based method with real businesses to enable you to gain real experience as part of your course.
Moduless (unit order depends on your start date):
• Brand Communication and Reputation Management • Marketing and the Digital Future • Intercultural Business Competencies • Strategic Management
This Master's course provides the opportunity to undertake different types of project, a "Capstone" experience which completes the integration of your studies applied in one of the following:
• Professional Practice - the central aim of this unit is to provide you with a thorough understanding of the commercial context in which organisations operate. By reflecting upon your existing knowledge and experience you will be required to respond to a number of work-based scenarios through critical evaluation to determine an appropriate course of action.
• The Live Project - this will enable you to work as part of a team on a project provided by a business organisation. The exact nature of the level of work, and nature of responsibility will depend upon the chosen organisation. However, there will be close negotiation between the company and the Business School.
• The dissertation - this is a conventional dissertation of 12,000 to 15,000 words, enabling you to undertake in-depth research of a topic relating to your course. It will consist of research question, aims and objectives, rationale for undertaking the study, literature review, research methodology, analysis of findings, conclusions and recommendations.
In line with the Business School’s commitment to practice-based education, a large part of the assessment will relate to the demonstration of your ability to understand Marketing in practice.
It is the expectation of the course that you understand the theory and develop critical thinking skills, which will help you to evaluate the relevance of what you have learnt. All of this comes together by being able to demonstrate rigorous expertise for a business or related organisation.
By completing the course you will have the skills and find career opportunities in the following industries/areas:
• Brand Management • Advertising • Sales • Account Management • Media Management • Media Buying • Marketing Research • Public Relations
You will also be well prepared for further research study in either the MPhil, or PhD.