ObjectivesA famous American writer on management, Peter Drucker, wrote that businesses only need to have two functions: marketing and innovation. Their essential business is to create customers. Marketing management is therefore an ideal preparation for a business career in the twenty-first century. This programme is designed to provide students with the knowledge and skills required in specialist careers in a variety of marketing roles, enabling them to cope effectively with an increasingly global, dynamic marketplace. One of the main principles of the MSc in Marketing Management is to deliver a set of concepts and practices based upon the ways in which companies interface with the different markets. This is designed to ensure that students have a good understanding of the principles and practice of the current implementation of marketing and will be taught about marketing ideas, plans, strategies, processes, techniques, communications and all customer-facing functions. Marketing will also be communicated in terms of the well-defined concepts related to consumer behaviour and customers: researching who they are, what their perceptions are, what their needs for value are, and how these needs can be satisfied competitively. We enjoy close relations with the local branch of the Chartered Institute of Marketing (CIM) and host one or two of their functions each year, which students may freely attend. You will have the opportunity to organise a student chapter of the CIM as a member of the student committee.
Entry requirementsTypical entry requirements Applicants should usually hold a bachelors degree (UK Lower Second/2.2 or above) or equivalent qualification from a recognised British/overseas university in a subject related to this MSc or, alternatively, at least one year's relevant work experience. However, every applicant is assessed individually on their own merit. Higher level professional qualifications may also be accepted. Candidates for whom English is not their first language will normally be required to have taken an English language test and achieved a score of either TOEFL 550 or above, IELTS 6.0 or above, or Cambridge Advanced Certificate in English Grade C or above. This test must have been taken within two years prior to the start of the programme you are applying for. The School also assists students whose first language is not English through close cooperation with the University's Language Centre.
Academic titleMSc/PGDip/PGCert in Marketing Management
Course descriptionMSc/PGDip/PGCert in Marketing Management Module overview
Financial management, management of human resources, marketing and research methods are all key areas of understanding for a career in marketing management. They are shared across all the MSc programmes and you will find yourself in large lecture classes with an interesting mix of students from a wide range of management interests and expertise. This offers you the opportunity to get to know students from across the School of Management.
Seminars are also offered, and attendance is highly recommended; in these you will work in groups of approximately 25 students, all from the Marketing Management programme. You will study marketing communications alongside those students studying for the MSc in International Marketing Management, and so the lecture classes will be somewhat smaller; seminar classes are again highly recommended. Specialist modules, open only to students on this programme, are Marketing Research and Relationship Marketing. These will therefore feature smaller lecture classes, with seminars in smaller groups to complement these lectures.
In the second semester you have the opportunity to select one of your modules from five: Consumer Behaviour; E-business; Strategy; Innovation Management; and Service Quality and Customer Satisfaction Measurement.
Each module assumes significant amounts of study time in addition to the nine-week lecture programme and the four to nine weeks of seminars offered per module.
The final piece of work undertaken is an independent piece of original research into a topic of the student's choice, within the broad field of marketing management. The length is 20,000 words and it is supervised by a specialist member of staff from the research active lecturers in the School of Management, many of whom have international reputations.
Module Summary
This programme consists of seven compulsory modules and one elective module from a choice of five, plus a dissertation.
Compulsory Modules
-Marketing
-Management of Human Resources
-Financial Management
-Marketing Communication
-Marketing Research
-Relationship Marketing
-Research Methods