Course description
Career opportunities
Marketing is one of the most vital business functions and aspects of marketing are often responsible for the success or failure of an organisation or product. Employers of all types and sizes in all sectors therefore require skilled marketers for creative and senior roles worldwide.
Past students of our Marketing Masters courses are now working very successfully in large multinational organisations and in medium-sized entrepreneurial businesses, typically in roles such as product development, marketing communications, market research, customer
service management and e-marketing.
Teaching/assessment
Teaching will be delivered through formal lectures, more informal seminars, tutorials, workshops, discussions and e-learning packages. Assessment will usually be through a combination of individual and group work, presentations, essays, reports and examinations.
Further information
The exciting world of marketing offers many lucrative job opportunities. It is also increasingly competitive, and employers require qualified and professional practitioners. This leading-edge programme is designed to deliver that crucial level of expertise for successful careers worldwide. Core modules focus on strategic and critically analytical approaches to marketing, competitive marketing strategy, the principles of competitive intelligence and the development of product strategies.
Students also broaden their expertise in marketing decision-making, with a view to gaining a managerial position in marketing in the future. Following an induction in September, students study the following core modules:
-Product Strategies and Development
A strategically orientated look at managing a product portfolio, providing a management perspective on both existing products and developing new ones
-Customer Relationship Management
An important and exciting area in modern marketing that recognises both the importance of the customer, and the importance of modern computerised systems for managing them
-Strategic and Competitive Analysis
Competitive intelligence is arguably the way in which all successful firms will seek to achieve competitive advantage in the future
-Critical Perspectives in Global Management
A philosophically orientated module to some extent, but also one that looks more broadly across business and management, with a distinct and critically analytical flavour.
-Research Methods.
This module equips students with a wide ranging perspective on academic, social and market research and accompanying skills.
Two further elective modules may include:
-International Marketing and Ethics
-Services Marketing
-Interactive Marketing
-E-Business
During the final semester (June to September) students will complete a dissertation
on a strategic marketing topic of their choice.
