Course description
Introduction
Marketing at Masters level provides our graduates with the knowledge and skills demanded by leading organisations worldwide...
Our Masters/Postgraduate Diploma - Marketing reflects the dynamic and technologically innovative nature of contemporary marketing, spanning both private and public sectors.
Students are given a sound grasp of the principles of marketing and most importantly, consumer behaviour concerning individuals and organisations. We will also ensure that you gain insights into the technical and personal skills necessary to pursue your future career.
The course features a choice of up to twenty 'elective' subjects, reflecting the current diversity in contemporary marketing practice.
Built into the course are many value added features such as opportunities for real-life learning through our live industry project, "Marketing Works", high calibre industry collaboration, research excellence and skills-based teaching.
Students in this programme come from a variety of backgrounds, with first degrees as diverse as physics and philosophy, and they always contribute a spectrum of perspectives, as befits a wide leading masters programme.
Our students are truly international with representations from all corners of the globe. We seek to ensure that there is a balance of nationalities represented, to prevent dominance from any one culture or nationality.
What You Study
The course offers a comprehensive introduction to all aspects of contemporary marketing theory and practice.
The programme is fast paced, intensive and varied. The first semester of the MSc/PgDip in Marketing is dedicated to the study of four core modules, designed to provide you with a rigorous introduction to business practice, the fundamentals of marketing strategy, the essentials of buyer behaviour and finally a guide to marketing research.
Semester 1
Stage 1: Core Course Modules
Business Analysis
Examines each of the core domains of business, including the business environment, organisation and finance, management structure, human resources and developing strategies for customer acquisition and retention.
Strategic Marketing Management
Develops an understanding of the key concepts and frameworks in strategic marketing management, and the implementation of the marketing mix across a variety of environmental contexts.
Buyer Behaviour
Provides an understanding of the main theories of buyer behaviour and the application of these in the development of successful marketing strategies.
Research in Marketing
Gives an appreciation of the importance of marketing research, the research process and the approaches and techniques most commonly used.
Business Analysis
Strategic Marketing Management
Buyer Behaviour
Research in Marketing
Cumulative Credits
During Semester 1, students will also undertake a technical, non credit bearing module known as Key Skills.
Subjects covered will include:
* Different written styles; from essay to executive report writing
* How to write a literature review
* Presentation skills
* Issues of plagiarism
Semester 2
Stage 2: Elective Module Choice
The second semester offers students the opportunity to choose a range of subjects tailored to individual interests. This breadth of choice reflects the Department's extensive interests in most facets of marketing. You will choose six elective modules from a choice of up to twenty. The range varies from year to year but it is anticipated that those listed on the right will be offered :
Elective Module One
Elective Module Two
Elective Module Three
Elective Module Four
Elective Module Five
Elective Module Six
Cumulative Credits
Students with a specific interest in Customer Management can decide to graduate with a more specialised degree in MSc/PgDip Marketing - Customer Marketing. To pursue this option, students must select at least four modules from the following list marked
Please note that at the time of writing, this more specialised degree option awaits faculty approval.
* Area Studies (e.g. Strategies in Emerging Markets)
* Brand Management and Strategy
* Business Ethics and Corporate Social Responsibility
* Business to Business Marketing
* Contemporary Consumers **
* Corporate Identity Management
* Customer Management 1:
Relationships and Customer Loyalty **
* Customer Management 2:
International Customer Relationship Management (CRM) **
* Data Mining for Customer Management **
* E-Commerce **
* Entrepreneurial Marketing
* Export Marketing
* Global Supply Chain Management
* Integrated Marketing Communications **
* Marketing and Sustainability in the Age of Globalisation
* Marketing Metrics
* Product Innovation
* Retail Studies
* Sector Studies
(e.g. Telecoms, Music, Sports Marketing) Retail Marketing
* Services Marketing
Stage 3
"Marketing Works" - the Group Marketing Project
One of the most popular features ofthecourse is the live marketing project known as "Marketing Works". Students have the opportunity, over the course of both semesters, to act as marketing consultants to organisations on real-life marketing projects. This experiential learning allows students to implement the theoretical elements of the programme in dynamic and innovative ways. Operating in groups, students work with an organisation on a marketing project specific to the needs of the organisation.
In recent years, projects have been carried out for local and international companies and "not for profit" organisations, and from small family-sized businesses right up to strategic business units of large multi-nationals.
A good level of performance across class assessments is necessary for students to progress to the Dissertation stage of the Masters degree. Students who do not achieve the required level may qualify for the Postgraduate Diploma in Marketing. Students are also required to submit and achieve the required standard for their Dissertation Research Proposal before continuing to the Dissertation stage.
Stage 4:
Dissertation
The dissertation is your opportunity to study, in depth, a specific international marketing problem in an area of personal interest. Dissertations typically involve desk research and literature reviews, then case studies of individual companies or small scale primary research. This provides scope for originality of thought, research fieldwork and analysis and presentation of results. In preparation for the Dissertation an intensive 3 week course known as Research Methods is taught early in the2nd semester, covering all aspects required for successful submission.
Stages 3 & 4
Marketing Works-GMP (Semesters 1 & 2)
Postgraduate Diploma total
Dissertation
MSc Marketing total
The Leadership and Team Management Programme
One of the most enjoyable aspects of the course is the Leadership and Team Management Programme organised early in the first semester to enhance the development of leadership, teamwork and cross cultural skills. This programme, organised in conjunction with independent specialists, has provided many memorable experiences for students in the past. It also provides an ideal way of getting to know fellow students on the course.
Learning Assessment
Assessment methods vary between core and elective classes. Assessment for core classes is normally one three hour examination worth 60% and continuous assessment worth 40%. Elective classes have no examination and are assessed in a variety of ways using continuous assessment.
Teaching Support Package
A comprehensive support package is provided to enhance students' learning and to ensure maximum student benefit during their period of study. This includes:
* A package of essential texts for all core classes chosen
* The provision of the international business newspaper
* The Financial Times to students
* A dedicated computer lab for Masters students containing the latest in PC technology
* Seminar rooms used exclusively by Masters students in the Department of Marketing
* A personal counselling scheme to give students the opportunity to discuss any personal or academic problems
* A student/staff consultative committee providing an effective mechanism for student feedback throughout the year
Students are also asked each year to evaluate the perceived value of both the quality of the teaching and the associated support package to ensure that the highest of standards are maintained.
