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Marketing Management (MA/MSc)


Course Description

These courses offer a strategic perspective on marketing management, a discipline that is increasingly being seen as critical to success in achieving business goals, and as a core function in many organisations.

Course content

You will develop a strategic perspective and broaden your existing understanding of marketing and its integration into an overall corporate strategy and structure. You will hone your capacity for analysing complex marketing and business situations and reaching decisions on appropriate courses of action. You will also improve your career prospects in marketing and general business areas.

Core Modules (MA)

DISTRIBUTION AND PRICE MANAGEMENT
This module covers the management of two essential elements of the marketing mix. You will consider the design of distribution channels with particular emphasis on identification of alternatives available to marketers. The strategic aspects of price to the end consumer are also examined in the context of pricing through the distribution chain.

Recognising that global distribution channels are a major contributor to environmental degradation the module examines the sustainability and ethical issues involved in distribution and the impact of these issues on product pricing.

INTEGRATED MARKETING COMMUNICATIONS IN A DIGITAL AND GLOBAL WORLD
Modern marketing communications are characterised by increased use of digital technology, increased globalisation, increased media fragmentation and proliferation, all leading to an increased need for integration. These themes will permeate the module. Teaching will be interactive and will consist of one lecture and one seminar each week, and you will be expected to contribute to class discussion.

MARKETING CREATIVITY AND INNOVATION
This module will focus on creativity and innovation in marketing and its impact on increasing the competitive edge of organisations (across all sectors). You will also explore the complexity of the creative process and innovation at the individual, group and organisational levels as well as assess the competencies of a 'creative' / 'innovative' manager.

MARKETING DISSERTATION
The dissertation displays your mastery of a complex and specialised area of knowledge and skills, employing advanced knowledge drawn from the taught modules and independent research, in developing your ability to analyse and investigate marketing issues and problems.

MARKETING RESEARCH INSIGHTS
Companies today use sophisticated approaches to understand the markets in which they operate, and to understand their customers and their consumers. This knowledge forms the basis of marketing strategies.

This module develops competency in the main qualitative and quantitative methods for data collection, measurement, sampling, analysis and presentation of results.

PRODUCT AND BRAND MANAGEMENT
This module deals with the management of an organisation's core product offering, and examines the key concepts and tools for managing brands as strategic assets in achieving business and marketing goals.

STRATEGIC MARKETING IN AN INTERNATIONAL CONTEXT
The contemporary, boundary-free marketplace is characterised by uncertainty and unpredictability, due to both technological advancements and rapid changes in the competition structure.

This module aims to provide students with a deep understanding of the discipline of strategic marketing management in the international context, while an appreciation of the varied strategic tools will guide you on how to integrate these elements to form a coherent marketing strategy.

USING CONSUMER PSYCHOLOGY TO UNDERSTAND BUYER BEHAVIOUR
The buyer behaviour module aims to give the student a critical understanding of factors influencing consumer behaviour, which can be used in the development of more effective marketing strategies.

- Fast-track marketing management MA
A fast-track route to the Marketing Management MA qualification is available for holders of the CIM Postgraduate Diploma in Marketing (or equivalent). Holders of this qualification will be exempt from all but two modules: Marketing Creativity and Innovation (20 credits), and the Marketing Dissertation (40 credits). There will be a proportionate reduction in fees for the course – contact us for further information.

Core modules (MSc)

DISTRIBUTION AND PRICE MANAGEMENT
This module covers the management of two essential elements of the marketing mix. You will consider the design of distribution channels with particular emphasis on identification of alternatives available to marketers. The strategic aspects of price to the end consumer are also examined in the context of pricing through the distribution chain. Recognising that global distribution channels are a major contributor to environmental degradation, the module examines the sustainability and ethical issues involved in distribution and the impact of these issues on product pricing.

INTEGRATED MARKETING COMMUNICATIONS IN A DIGITAL AND GLOBAL WORLD
Modern marketing communications are characterised by increased use of digital technology, increased globalisation, increased media fragmentation and proliferation, all leading to an increased need for integration. These themes will permeate the module. Teaching will be interactive and will consist of one lecture and one seminar each week, and you will be expected to contribute to class discussion.

MARKETING DISSERTATION
The Dissertation displays mastery of a complex and specialised area of knowledge and skills, employing advanced knowledge drawn from the taught modules and independent research, in developing your ability to analyse and investigate marketing issues and problems.

MARKETING RESEARCH INSIGHTS
Companies today use sophisticated approaches to understand the markets in which they operate, and to understand their customers and their consumers. This knowledge forms the basis of marketing strategies. This module develops your competency in the main qualitative and quantitative methods for data collection, measurement, sampling, analysis and presentation of results.

PRODUCT AND BRAND MANAGEMENT
This module deals with the management of an organisation's core product offering, and examines the key concepts and tools for managing brands as strategic assets in achieving business and marketing goals.

QUANTITATIVE ANALYSIS FOR MARKETING MANAGEMENT
A significant and growing field in the marketing profession is the use of analytics to inform managerial decision making. Although 'analytics' seems to be a catchphrase that encompasses anything having to do with numbers, marketing analytics comprises the processes that enable marketers to evaluate the success of their marketing initiatives by measuring their performance. Therefore, marketing analytics can offer profound insights into customer preferences and trends.

STRATEGIC MARKETING IN AN INTERNATIONAL CONTEXT
The contemporary, boundary-free marketplace is characterised by uncertainty and unpredictability, due to both technological advancements and rapid changes in the competition structure.

This module aims to provide you with a deep understanding of the discipline of strategic marketing management in the international context, while an appreciation of the varied strategic tools will guide you on how to integrate these elements to form a coherent marketing strategy.

USING CONSUMER PSYCHOLOGY TO UNDERSTAND BUYER BEHAVIOUR
The buyer behaviour module aims to give the student a critical understanding of factors influencing consumer behaviour, which can be used in the development of more effective marketing strategies.

Accredited internship

All students on our full-time business Masters courses can apply to undertake the PG/MBA Internship Programme Reflective Practitioner Module. This is an 8 week unpaid accredited internship, which can be taken in addition to option modules and will help students to gain invaluable work experience. The internships, which are with London-based organisations, take place during the summer period. To apply, students must submit a completed application form and a copy of their updated CV to the Business Experience Team; the team then shortlist from the applications and conduct group meetings with the applicants.

Ultimately it is up to our internship employers to decide whether they would like to interview the candidate(s) and offer him/her an internship. We have received very positive feedback from both postgraduate students and employers and expect that the internship programme will continue to remain popular amongst our students.

Employability

At Westminster, we have always believed that your University experience should be designed to enhance your professional life. Today’s organisations need graduates with both good degrees and employability skills, and we are committed to enhancing your graduate employability by ensuring that career development skills are embedded in all courses.

Opportunities for part-time work, placements and work-related learning activities are widely available, and can provide you with extra cash and help you to demonstrate that you have the skills employers are looking for. In London there is a plentiful supply of part-time work – most students at the University of Westminster work part time (or full time during vacations) to help support their studies.

We continue to widen and strengthen our links with employers, involving them in curriculum design and encouraging their participation in other aspects of career education and guidance. Staff take into account the latest data on labour market trends and employers’ requirements to continually improve the service delivered to students.

Visit the Marketing Management (MA/MSc) page on the University of Westminster website for more details!



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Entry Requirements

Applicants should normally hold a first degree from a recognised institution (minimum Lower Second Class Honours or international equivalent) and demonstrate interest and motivation in the subject area. Alternative professional qualifications with at least three years' relevant professional experience will also be considered. Directly relevant degree disciplines include business studies, economics, geography, management, and operation research. However students with qualifications in other disciplines such as engineering, environmental sciences, the humanities and languages are also encouraged to apply.

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