Course description
Course structure
Expect leading-edge modules including Managing Marketing, Strategic Marketing Planning, Customer Relationship Marketing, Managing Marketing Communications, and Enterprise and Marketing Consultancy. The programme incorporates a number of topical live projects to give you practical experience of strategic marketing issues.
Professional accreditation
You will have the opportunity to acquire a professional qualification from the Chartered Institute of Marketing. In addition, there is also the opportunity to gain a Certificate in Direct Marketing Principles from the Institute of Direct Marketing.
Careers
Typically graduates take up roles in strategic marketing, marketing consultancy, marketing communications (in particular direct marketing) or go on to start their own business.
Managing Marketing
This module is a foundation if you are studying marketing later, and an end point if you are doing a non-marketing programme. It assumes no previous marketing knowledge. It examines marketing from a customer-focused perspective, describing the relevance and applying this perspective for organisations and across functions.
Marketing Communications Management
This module takes an integrated approach to managing marketing communications, with a focus on the recent impact of digital technology. Integrated Marketing Communications (IMC) is a marketing communication concept that recognises the added value in a programme. It integrates a variety of disciplines to provide consistency and maximum communications impact. You will consider a range of IMC strategies from a managerial perspective and in the context of digital technology. You will also critically assess their suitability across a range of organisations and situations.
Customer Relationship Marketing
This module takes a managerial focus on what influences consumer and customer behaviour as a precursor to studying relationship marketing. You will also look at the relevant aspects of database marketing. Understanding consumer behaviour can help develop long term relationships with them, with the advantage of retaining existing customers rather than find new ones. You will also study organisational buying behaviour, along with supply chain relationships.
Marketing Environment
One of a marketing manager’s main challenges is responding to changes in the external environment. This module explores key aspects of the national, European and wider international environment, including the impact of technology, government policy, regulation and socio-cultural factors. Particular emphasis is placed on the UK and European regions. You will also consider the implications of changes in the external environment for marketing decisions.
Strategic Marketing Planning
This module will provide you with the skills and knowledge needed to develop strategic marketing plans. It will also help prepare you for the Enterprise and Marketing Consultancy module. By the end of the module, you will be able to understand the business planning process, prepare marketing plans and appreciate a management consultant’s role.
Enterprise and Marketing Consultancy
You will do this project-based module in small groups in response to a brief from a client organisation. Your group will be required to take a brief from a client, formulate a structured and systematic marketing research plan and produce a strategic marketing report in response to client needs. As a group, you will also produce a written consultancy report. This module draws on your knowledge from the Strategic Marketing Planning module to enable you to analyse business problems, produce strategic marketing plans and present solutions.
Management Research
This module aims to provide you with knowledge of research strategies and is designed to help you understand the processes involved in conducting effective research. You will see the significance of theoretical principles in the research process And understand how important it is to present clear and credible arguments and evidence to support research design and findings.
Dissertation
This module integrates your learning and development as you apply your knowledge and understanding to organisational issues. You will do a major project related to a business issue of significance within an organisation, leading to a written report.
