Course description
This exciting new programme provides you with a detailed understanding of the interaction, interrelationship and interdependence between corporate strategy and the disparate elements of the corporate communications mix (brand management, corporate reputation management, corporate identity management and marketing communications).
Course Details
Over the course of the first two semesters, you will study five core modules and one elective module. During the second semester, it is anticipated that there will be a number of guest lectures by senior figures from marketing and advertising as well as leading academics. There will also be the chance to consider a series of case studies and to go on company visits. During the third semester you will be required to write a 15,000 word dissertation.
Typical Modules
Corporate Branding and Brand Competitiveness
Main topics of study include: the value of corporate brands; the evolution of the corporate branding concept; components of corporate branding and their Interrelationships; corporate brand management tools; challenges in corporate branding; corporate rebranding; the effects of technology and globalisation on corporate branding theory and practice. How technology and globalisation are transforming corporate brand management in the 21st century. The use of corporate brand management tools and the effects of the macro and micro environment on the corporate brand management process.
Corporate Identity, Communication and Reputation Management
Main topics of study include: introduction to the theories of corporate identity, corporate communications, corporate reputation management, corporate social responsibility and corporate strategy; provision of a strong theoretical foundation in relation to the importance, advantages and benefits of these three terminologies (corporate identity, corporate communications and corporate reputation) to firms; exploration of the interconnectivity of these terms and how they can be successfully integrated into overall corporate strategy.
Strategic Analysis and Management
Main topics of study include: perspectives on and key debates in strategyand strategic management; global, market and industry sector environments; competitor analysis; value adding and value chains; assets, resources, technologies, skills and distinctive competences; governance and stakeholder analysis; the balanced scorecard approach to objective setting; strategies for creating sustainable advantage; option generation and evaluation; the importance of strategy implementation and associated conceptual frameworks such as 7S; shareholder value creation; growth logics (internal development, mergers and acquisitions, alliances and networks formation; portfolios and parenting.
Marketing Communications
Main topics of study include: the process, theory, social impact and ethics of an advertising campaign; the role of advertising in the marketing mix; the key terms and concepts associated with marketing communications and a grounding in its critical and theoretic aspects; knowledge of key characteristics of the target audience, customer dynamics in a given context, marketing information and the influence of product positioning in order to critically discuss how integrated marketing communications campaigns and activities are planned and managed; advertising’s visual phenomenon.
Understanding Business and Management Research
Main topics of study include: the notion of research and the issue of knowledge claims; the role of theory in management and business domain; epistemology and ontology assumptions in positivism and social relativism/constructivism; empiricism; research methods and techniques; research designs (i.e. experimental, longitudinal, case studies, comparative); application of qualitative and quantitative methods to management problems; using extant information and data sets to model complex management problems; the potential and limitations of case study research and survey research methods; planning a research project (writing a research proposal; the role of literature review and secondary research); practical considerations for a research epistemology, method, techniques and execution; criticality and ethical issues, trusting the knowledge claims of others.
Dissertation
There are few prior constraints on the definition of the subject(s) to be researched, provided that it is: amenable to enquiry, with a realistic expectation of reaching a meaningful conclusion; sufficiently focused to allow its completion within the specified timescale; of appropriate intellectual depth; relevant to the Masters programme followed. The project may take a number of different forms, but will need to include appropriate literature survey and an investigation in a specified area or topic. A professional-focused study which aims to draw upon empirical data to assess critically a specified area or topic. The empirical data may be primary, eg derived from an investigation undertaken by the student; secondary, eg derived from analysis of existing data sets; or derived from a combination of primary and secondary research.
Small Business and Entrepreneurship
Main topics of study include: enterprise and entrepreneurialism, the entrepreneur, opportunity recognition, creativity and innovation, start-up issues, developing a business plan, financing small firms, growth, contemporary issues in small business management and entrepreneurship.
International Business Ethics, Sustainability and Corporate Governance
Main topics of study include: the relationship between business and society; foundations of ethical theory; cross-cultural ethics; Theories and concepts of sustainable development; corporate social responsibility; corporate governance; corporate reporting and accountability; sustainable production and extended producer responsibility; employees and ethics; consumer ethics; supply chain ethics; ethical and sustainable consumption; business and environmental justice; business responses to climate change; role and actions of the non-profit sector; role and actions of government.
Knowledge, Innovation and Learning
Main topics of study include: the module will explore learning at the individual, organisational, and societal levels. It will consider issues relating to the management of learning processes, including developments such as the learning organisation, knowledge management, and communities of practice. Following from this, the module will explain some of the basic ideas associated with innovation theory; technological strategy; intra-firm knowledge flows; and the development of networks for the transfer of knowledge. As part of this discussion, the course will reflect upon relatively new developments in the field, including knowledge transfer both in the global and regional economy; disruptive innovation; and the role of epistemic communities.
International Marketing
Main topics of study include: the international marketing environment: political risk analysis and criteria for market selection, major emerging markets; the debate between globalisation /standardisation and adaptation, and its implications on international marketing strategy; the concept of culture and its impact on international marketing, the importance of developing a global mindset and cross-cultural understanding; the internationalisation of the firm, motivation and learning process, market entry options with special emphasis on exporting, licensing and strategic alliance; the differences between domestic and international marketing, international marketing mix, global brand management and cross-cultural business negotiation.
Special Features
Departmental Research:
The Centre for Research in Marketing within Brunel Business School was created in 2005 with a mission to develop, promote and facilitate research on various aspects of marketing. The Centre's expertise ranges from branding, corporate identity, CRM, consumer behaviour, international marketing and marketing communications to political marketing, managing organisational creativity, marketing professional service firms, multi channel marketing, e-learning and on-line banking.
Careers
This Master's degree offers you a unique opportunity not only to explore the latest theory and research in this increasingly important and rapidly evolving area of marketing but also to focus on the practical processes and skills that will enable you to make a significant contribution to the ongoing development of a successful brand either as an external consultant or as senior manager in-house.
