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MSc Marketing

Course Description

In an international business climate, which has undergone tumultuous economic change during the last decade, graduates with excellent marketing awareness and management skills have never been in bigger demand. The shifting balance in world trade, the emergence of fast growing economies plus an increasing pool of world consumers means that businesses need to be increasingly focused on how they develop their competitive marketing strategies.

The programme is taught by highly experienced academic tutors and industry practitioners, who bring a wealth of experience and knowledge to the challenges posed in today’s business environment. The course combines strong academic principles and theories but examines these within a focused and applied teaching approach. Contemporary business issues are discussed within appropriate academic and practical contexts whilst students develop their knowledge in international branding and digital media.

Units of Study

Units on the programme will cover the following themes:

■ Contemporary Marketing Strategies
This unit aims to equip you with the knowledge and awareness for the changing dynamics of the global marketplace. You will explore how the global marketplace influences the varying approaches to how organisations are adopting their marketing strategies.

■ International Brand Strategy
This unit introduces you to the role and nature of brand development and management within an international environment. You will be introduced to a range of issues such as: the brand development process; brand architecture and management; global v local brand strategy, international macro-environment, international culture, corporate branding; international brand strategy and the role semiotics and marketing communications play in the brand development process.

■ Strategy & Planning for Digital and Social Media Communications
The digital skills gap is widely recognised as a major barrier to organisations maximising the benefits of successful digital marketing. The unit takes a detailed view of developing a digital and social media communications strategy and plan. Learn from digital marketing specialists – each with active practitioner experience in their fields, such as email marketing, search, social media, mobile. You will also work on live briefs – utilising the skills you develop through the unit content.

■ Research Methods
This unit covers a range of areas. Initially the focus is on developing your study skills, especially the ability to research and critique journal articles. You will be learning about research philosophy, qualitative and quantitative research methods in order to prepare you for your dissertation. Tutorial activities such as being part of a focus group will give you first hand experience of the difficulties involved in undertaking primary research.

■ Investigating Business Practice (live client brief)
This unit involves working with a client on a live brief with other students. This will develop your communication skills, ability to work with others (students and clients), and will require some independent work to meet the requirements of the brief. The brief is normally a marketing communications issue that needs addressing for an organisation.

Special Features

• You will be taught in the Business School’s £75 million teaching and research headquarters on All Saints Campus in central Manchester.
• Established links with the Chartered Institute of Marketing and the Chartered Institute of Public Relations. means that our students can obtain student membership of these professional bodies.
• This programme has an advanced standing route for mature students who have relevant professional qualifications or who have previously studied for a postgraduate certificate or diploma. Through advanced standing we can give you academic credit for your current qualifications. Consequently you only need to study selected units and can achieve an MSc in a shorter timeframe. The tuition fees for this route are also lower because you only pay for the units you need to take rather than having to study all the units for the MSc
• Students work as an account team on a live project and with professional mentor support.
• This course is accredited by the Chartered Institute of Marketing.
All Business School MSc students have the opportunity to take part in the postgraduate internship scheme, where you can work for an employer between 4 and 12 weeks around your studies.

Career Prospects

Career opportunities for graduates with a focus on Marketing Strategy and International Brand Development are extensive and varied. Recent graduates have taken up employment with advertising agencies, pharmaceutical companies, financial and legal services and within the FMCG industry. This course is professionally accredited by The Chartered Institute of Marketing, which means you will be able to gain exemptions from the Institute’s professional qualifications.

Visit the MSc Marketing page on the Manchester Metropolitan University website for more details!

Entry Requirements

Normally a good UK honours degree (minimum 2:2), or international equivalent, in any subject, We will also consider your application if you have significant, relevant experience or degree-equivalent professional qualifications. International students please see View Website

Course Fees

Please refer to our website for the latest fee information.

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