Entry requirements
Entry Entry to the MBA/Diploma in Marketing programme requires a good first degree in a relevant subject, e.g. Business, Management, Finance from a university, or a similar qualification from any other institution. Alternatively, possession of a suitable professional qualification and relevant practical experience may also be accepted. In general, however, applicants are judged on their individual merits and age, work experience and other factors are also considered. For MBA degrees, whilst work experience is desirable, it is not essential.
Course description
This degree is designed for graduates wishing to start, or further develop, careers in marketing. It explores the principles, theoretical concepts and practice of marketing within the context of business and management and will focus on developing academic and applied skills in Marketing including advertising, brand management and loyalty, customer service, public relations and market research.
The programme will also develop students’ knowledge and skills across a broader range of business and management subjects, including organisations, their management and the changing external environment in which they operate and develop students’ ability to take a strategic overview of business and organisational issues.
An important objective is to provide relevant analytical training in the latest strategic, managerial and industrial developments in Marketing both the public and private sectors. We look at marketing at local, national and global levels developing skills in strategic analysis, problem-solving and decision making.
The programme will prepare students for a career in marketing and will involve a dissertation in Marketing. The Bangor Business School has a Chartered Institute of Marketing student chapter which enables our students to become involved in real life issues and enjoy hands-on experience of Marketing.
MBA Marketing course structure
Compulsory modules:
* Marketing Strategy
This module critically evaluates the contributions of various schools of thought in marketing, and examines the relevant analytical models and management practices, with emphasis on the strategic importance of marketing to all organisations.
* Management and Organisational Behaviour
This module provides an integrated analysis of management as an academic discipline, drawing on the work of classical and contemporary writers in the field, and as a practical strategic activity in a dynamic environment of continual change.
* Corporate Strategy
This module analyses strategic decision-making within business. You will develop a critical understanding of the strategic processes of business management, the interconnections with the functional domains of marketing, human resource management and corporate finance, and the management of knowledge systems.
* Human Resource Management
This module develops a critical awareness of the key human resource management issues that arise within organisations. You will examine the theory and practice of human resource management in a variety of organisational settings, including an international dimension.
* Marketing Communications
This module will examine the processes by which integrated marketing communications (IMC) programs are planned, developed and executed as well as the influencing factors. Individual communication vehicles included in an Integrated Marketing Communications plan are also explored.
* Relationship Marketing
This module builds on the fundamental concepts examined in the Marketing Strategy module by exploring Relationship Marketing theory and practice in a range of global environments and business contexts. Theoretical approaches, integrated with relationship marketing models and analytical tools will be used to develop managerial understanding and competence.
* Business Planning
This module explores the process of establishing a businesss venture, from the initial idea generation through to the formulation and completion of the business plan. The module content is structured in accordance with the actual process of business planning.
* Management Research
This module analyses the philosophical basis for research in the management sciences, and examines a number of key methodological issues and approaches. Research designs for both quantitative and qualitative research methodologies are developed, including interviews, case studies, focus groups, surveys and experiments.
* Finance for Managers
This module is designed for those who aim to achieve a basic understanding of financial management and control, and who require an understanding of finance in order to manage an organisation effectively. Financial planning and control are central themes, as well as the appraisal techniques of investment projects.
Optional modules (choose 3):
* European Business
This module examines the opportunities and constraints faced by businesses that operate on a pan-European basis. Emphasis is placed on the multi-dimensional characterisics of an economic and social space that is subject to a unique system of supra-national governance.
* Knowledge Management
This module examines the processes whereby organisations and individuals develop and utilise their knowledge bases. Knowledge is a key asset and source of competitive advantage in the new economy. Successful knowledge management hinges on people, culture and technology. As such it has professional and academic links with organisational behaviour and organisational learning.
* International Business
This module analyses the conditions in the international environment that drive trade between nations. You will develop a theoretical underpinning for understanding the issues facing companies and governments, and insights into the behavioural aspects of international business, including the behaviour of consumers, workers, managers, and governments.
* New Venture Creation
This module examines the advantages and disadvantages of the various routes to business start-up, including new venture creation, or establishing a business based on your own expertise, experience and ideas; buying an established business; purchasing a franchise; and succession through a family firm, an increasingly common way of becoming involved in entrepreneurial activity.
Dissertation - approximately 10,000 words
