Marketing
MSc, PGDip, PGCert

Modules

• Principles in Global Marketing Core

Principles in Global Marketing (Core)

This Global Marketing Module will equip you with an in-depth and essential understanding of marketing theories as they apply in plans and campaigns to national, international and global markets.

This Module will provide you with academic knowledge and practical skills to apply to your marketing and communications careers in all types of organizations involved in Global Marketing for all brands, products and services.

Credits: 20

• Digital Marketing Strategy Core

Digital Marketing Strategy (Core)

This module provides a digital approach to traditional marketing concepts, tools and techniques. It develops the necessary knowledge to enable you to understand the different ways digital marketing can contribute to the overall marketing strategy of an organisation.

More specifically, the module engages students with the process of marketing planning, analysis, design and implementation of marketing campaigns on digital platforms in order to achieve and enhance competitive advantage.

Credits: 20

• Innovation in Marketing Core

Innovation in Marketing (Core)

The foundation of marketing is to understand and/or create consumer needs and then tailor products and services to meet those needs. With changes in demographics, available technology and information explosion, there is a change to consumer needs, their identification and on also how they could be met.

This module will enable students to understand the role of innovation in Marketing towards identifying, creating and meeting consumer needs. It will focus on the Consumer, consumer need states, technology evolution with regards to Marketing and role of marketing innovation in value creation for companies.

Credits: 20

• Service Marketing Optional

Service Marketing (Optional)

This module recognises the domination of service organisations in many developed economies. You will develop an understanding of the distinctive characteristics of services, and the particular challenges and opportunities this encounters in a service marketing strategy. You will study the effect of a growing digital marketing environment and the reactions from a service organisation.

In this module you will develop an understanding of the service delivery process, such as managing supply and demand, quality control, and managing customer relationships. Through exploring approaches to the customer experience, including positioning, communication, value creation, pricing, complaint handling, and failure, students will be able to assess and recommend marketing strategies.

Credits: 20

• Finance for Marketing Optional

Finance for Marketing (Optional)

This module introduces the main financial concepts necessary for marketing managers and executives that are key in delivering corporate marketing strategies, working in conjunction with their finance colleagues.

The module will enable marketing students to understand the complexities of finance as it pertains to delivering strategies to meet the broader aims of the company. Marketing is, and should be demonstrably understood as, a way of promoting the brand value and the company’s valuation, and so part of its competitive edge. Hence, a successful marketing campaign is not just about promoting a particular set of products or brand but is integral to the wider finance strategy of a company. It involves working closely working with many internal stakeholders, in finance, planning and strategy. Understanding the role of finance and a company-wide perspective are therefore integral to the success of a marketing campaign.

The module therefore aims to build a framework of analysis – diagnostic - that enables students to understand the wide role that marketing managers play in a firm. It will give an appreciation of the challenges of delivering on marketing within the context of a complex organisation. In so doing it demonstrates marketing as a route to increasing the value of a company, all the while acting in a responsible and ethical manner.

Credits: 20

• International Strategy Core

International Strategy (Core)

The module has a strong international component, it explores strategies, strategy processes, and strategy concepts associated with multinational organisations. The module helps students to develop an understanding of strategy formation in business organisations, as well as non-governmental organisations and other organisational forms.

The module will provide students with a comprehensive appreciation of strategy formulation and implementation from both an organisational and individual perspective. Themes like strategic decision making, organisational structure, organisational learning, and the organisational environment will feature on this module.

Credits: 20

• Independent Project Core

Independent Project (Core)

This module has two parts: a taught element and an element of independent work. The taught element enables students to develop their understanding of research skills and their practical applications in investigating managerial and business problems and covers the details of a research proposal. The second part (independent work) builds on the developed research skills and provides students with the opportunity to undertake an independent research project and requires the development of a substantive piece of work (dissertation).

Students demonstrate their ability to manage a research project from its conception to completion. Throughout this journey, supervisors are available to provide guidance and support to the students. Depending on the circumstances and availability, students can research challenges in specific organisations (consultancy project).

Note: This module starts in Semester 2 with classes throughout the term, and then carries on with their individual project. Students commencing the programme in September submit in August and students joining the programme in January submit the following January

Credits: 60

• Customer Experience and Value Creation Core

Customer Experience and Value Creation (Core)

Module description coming soon.

Credits: 20