Course description
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 Department of Marketing is one of the six departments at Leicester Business School. Around 30 highly experienced full-time academics contribute to quality teaching, leading-edge research and commercial consultancy projects in many marketing fields. The breadth of staff expertise allows the Department to cover a huge range of marketing activities, as well as specialise in specific marketing areas. We offer several courses leading to professional and postgraduate qualifications such as the CIM Professional Postgraduate Diploma in Marketing, MSc Marketing Management and MSc Strategic Marketing. Postgraduate marketing modules are also key components of the Leicester Business School MBA, and the Department supervises a number of PhD research students. Marketing staff also regularly publish in journals and author books and industry reports.
Marketing Management develops in-depth knowledge and expertise in many different aspects of marketing, with an emphasis on how marketing interacts with other functional areas within organisations. Students will develop their understanding of marketing applications, build expertise in the functional aspects of marketing management, and gain different perspectives of marketing's role within the organisation.
The course is designed to help those with no previous experience in marketing to pursue a future career in marketing fields. The main aims of the course are therefore to:
-Develop skills in key marketing applications such as communication, advertising and market research
-Gain competence in the structural and strategic aspects of marketing
-Engage in projects which develop marketing decision-making and problem-solving skills
-Through case studies and other projects, practice the application of marketing theories to actual marketing situations.
The course commences with a one week induction in September, introducing the course team and focusing on business skills and introductions to the modules to be studied during the first semester.
During Semester One – September to January – students then study four core (compulsory) modules covering key marketing functions:
-Marketing Management
An introduction to all the key areas of marketing, building on the foundation for more in depth study
-Consumer Behaviour
Exploring the individual as a consumer in today’s fast-moving society
-Market Research
How marketing decision-making is supported by essential market information
-Accounting for Managers
The financial context in which to set the activities of modern marketers.
Semester Two
During Semester Two – February to May – students study two core (compulsory) modules and two elective modules. The core modules are:
-Quantitative Perspectives
Sharpening essential statistical and analytical skills
-Marketing Communications
A thorough grounding in all aspects of promotional activity, especially integrated marketing communications, advertising and campaign development.
Two elective modules are also chosen from the list below plus additional modules offered each year from other Masters courses such as the MSc International Business and Management. Typical elective modules might include:
-International Marketing and Ethics
-Entrepreneurial Organisations
-Services Marketing
-Interactive Marketing
-Managing E-Business in a Global Economy
-Management Information Systems.
Semester Three
During the final semester – June to September – students will complete a marketing analysis project.
