Marketing MSc

This module prepares students to undertake a piece of business or management research for their Masters project by developing appropriate knowledge, understanding and transferable intellectual and practical skills. Emphasis is placed on developing skills most likely to lead to a successful closure of a research journey set within any organisational setting identified by students in the role of either academic or practitioner researchers. Skills such as the ability to frame research aims, generate research questions/hypothesis, and research objectives, the ability to generate a conceptual framework, the ability to select and justify a particular research design and methodology and the ability to act as an ethical researcher so as not to spoil the field are all central features of this module. In addition the generation of core practical skills such as the ability to generate and analyse quantitative and qualitative data are central to this module. By developing this knowledge, understanding and transferable intellectual and practical skills the true aims of conducting research will be realised. Students will gain confidence in a range of cognitive and practical skills suitable to conducting research projects in a range of international business contexts so as to add to knowledge and understanding. One of the main focuses for the design of this module has been the further development of relevant employability and professional skills. Such skills are implicit in the learning outcomes. Multiculturalism has been considered during the design of this module and will be considered when the assessment brief is written.

The module has two themes; firstly the critical understanding of the practical tools, techniques, operations and activities of the marketing process, and secondly the marketing decisions on which effective marketing management and planning are based. These two themes separate out the operational marketing activities from the management decisions, and students should be able to develop diagnostic skills in both themes of the module so that they become familiar with processes related to marketing effort. Finally, students need to be able to link external or environmental market dynamics with organisational response. Students will be able to reflect through their practitioner experience and application of the service/product-market relationships and customer/client behaviours in meeting the module outcomes. One of the main focuses for the design of this module has been the further development of relevant employability and professional skills. Such skills are implicit in the learning outcomes. Multiculturalism has been considered during the design of this module and will be considered when the assessment brief is written.

This module presents a fusion between the philosophies which underlie marketing, the history of key theories and concepts within marketing and the real life application of marketing across a variety of sectoral contexts. It examines the essential principles of marketing both from a Business to Consumer (B2C) and a Business to Business (B2B) perspective. The marketing philosophies examined range from those relating to a product based view of marketing , the selling philosophy of marketing , the marketing based philosophy and models associated with improving services marketing such as Service Dominant Logic (Vargo and Lusch), SERVQUAL (Zeithaml et al). The module also examines customer value and equity both in FMCG sector and within the third sector. The module provides a critical lens with which to examine the challenges facing modern marketers as well as a deep rooted understanding of how those challenges came about. At the heart of the module and interwoven through the content is the issue of the interplay between marketing and sustainability and the ethical challenges and critiques of modern marketing. As part of this exploration, particular case study focus is given to the challenges of managing toxic brands and the issue of the inclusion of marginalised and socially excluded groups within New Service Development and Services management. The sectoral focus of the course is deliberately wide-ranging with marketing cases being taken from the Arts and Heritage sector, the Third Sector, Small and Medium sized Enterprises, Higher Education, FMCG, the Public Sector and Business to Business (B2B). Thus on completion of the module students will have a wide range of knowledge across a breadth of sectors and will be able to potentially take their sectoral preferences through to their further research and career choices. On completion of the module students will have not only a solid grounding in marketing philosophies and theories but also a critical view of marketing. This critical view will be based around the realisation of the reality of modern marketing operations and management in a context of increasing global economic challenges, but also within a context where the customer profile is shifting to become increasingly demanding, critical and questioning of the motivations and ethics behind the marketers activities. This module is assessed by two individual assignments. The first is based on the development of marketing, the second on a case study.

In any management role undertaken within an organisation students will require an appreciation of the power and influence of digital marketing. This module aims to increase employability of students by providing individuals with many of the necessary skills, as well as a critical understanding, of digital marketing. This will be essential as they enter employment in today’s dynamic digitally influenced business environment. The lectures in this module will encourage students to critically examining emerging theories and models within this academic field of study. Students will be asked to undertake a critical examination of digital marketing strategies for both profit and not for profit organisations which deliver integrated online communications for both large organisations and SME’s (small and medium sized enterprises). Students will examine evidence of the change in consumer behaviour and increase in online activities such as social activism. They will also be required to investigate the influence of tribes, communities and virtual crowds in online behaviour and the effective use of WOM (word of mouth) and viral marketing as part of campaign tactics. Important consideration of legal and regulatory issues affecting digital marketing, together with emerging codes of practice and ethical issues will be addressed in lectures. An understanding and development of basic skills in appropriate use of digital tools such as social media, online advertising and mobile will be addressed in seminars. This will lead to a case study assessment where students are encouraged to consider the appropriate application of these tools.

This module uses a real-life scenario to allow students to work in a simulated real marketing department where they are expected to work in teams to make marketing decisions such as designing new products, setting prices and distribution channels, etc. The marketing simulation gives an integrated overview of the concepts, techniques and skills used in marketing management. The objective of the module is to allow participants to develop skills in applying marketing knowledge, using analysis and planning tools, and in dealing with the problems arising from working in groups under conditions of uncertainty. The assessment involves a group report worth 40% and an Individual Assignment worth 60% of the marks. The module encourages students to challenge other students by testing how theories work in practice, when you are faced with dynamic and competitive situations and time constraints. Performance in the real-life simulation is reinforced by relevant readings and case studies. The game is an open and evolving environment, with each team's marketing decisions having an impact that is felt by the other teams, who are following marketing strategies of their own. In this way students learn about the implications of their choices, and see how tactical decisions integrate with longer-term strategic decision making, simulating a real life marketing environment.

Although the economic global boom of the 90s has been affected by the recessions and downturns of the 21st century, there is no doubt that the interdependency of nations will not be reversed. The Internationalisation of business is examined in this module from the Marketing perspective. One of the key drivers of international trade has been Global Brands. In this module students will learn the techniques of International Marketing as it responds to the cultural differences and similarities of the 21st Century; they will learn how to assess market opportunities and develop brand strategies appropriate for different markets. A key strength of the module is the interrelationship between elements of international marketing and brand management and development. For example, students will need to be able to recognise and apply a range of international marketing strategies associated with the development of global brands. In short, while some modules concentrate on international marketing or brand management, this module teaches students an in-depth knowledge of both. One of the main focuses for the design of this module has been the further development of relevant employability and professional skills. Such skills are implicit in the learning outcomes. Particular attention is paid to brands in the emerging BRIC economies, thereby recognising the increasingly growing dominance of brands from emerging markets. Examples include Tata Group and the Chinese computer manufacturer Lenovo. The assessment methods for this module include a group presentation and report and an individual assignment.

This module support students in the preparation and submission of a Master stage project, Dissertation. For 60 credits this involves a length of 15,000 words. The major project enables you to demonstrate some or all of the following: - the ability to raise significant and meaningful questions in relation to your specialism; - depth of knowledge which may involve working at the current limits of theoretical and or research understanding; - critical understanding of method and its relationship to knowledge; - awareness of and ability to develop solutions to ethical dilemmas likely to arise in your research or professional practice; - the ability to draw meaningful and justifiable conclusions from information which may be complex or contradictory; - the capability to expand or redefine existing knowledge; to develop new approaches to changing situations; and contribute to the development of best practice; - the ability to communicate these processes in a clear and effective manner, as appropriate to the 'audience'; and - the capability to evaluate your work from the perspective of an autonomous reflective learner. One of the main focuses for the design of this module has been the further development of relevant employability and professional skills. Such skills are implicit in the learning outcomes. The project is developed in conjunction with a specified supervisor and must be in the area of study of the Masters course being undertaken. The Major Project should enable you to demonstrate the ability to explore important and relevant questions in the context of your specialist area. You should be able to explore detailed knowledge of the research area, demonstrating depth and/or breadth as appropriate; a critical understanding of appropriate methodologies and theories; the ability to present well-argued conclusions from a range of different sources, using material that may be complex and challenging, as appropriate. You should be able to recognise and propose solutions to issues raised in the course of research. You should be able to communicate your research in coherent terms, both orally and in writing, as required.

This postgraduate work-based major project module will allow you to undertake an extended project based on a work placement. It gives you the opportunity to put into practice what you have learnt in your course by offering real-life practical experience in the field underpinned by engagement with key literature and theoretical insights relevant to the chosen industry sector. During this module you will source and undertake a 10 week work-based learning internship/project with a company or organisation where you will be supported in developing effective professional practices through guidance in generic and specific employability skills. You will also be supported with critical thinking and research skills development during the lectures and online resources to ensure you develop independent, critical and reflective learning practices to enhance your continuing professional development in the context of your own working environment and career aspirations. The module aims to provide you with experience of work and research in a business environment including familiarisation with a professional work environment. This module will be underpinned by employability skills training, reflective assessments and support from academic tutors and employers. You will expected to be able to critically reflect on your own experience in writing and place this in the context of the industry and academic work on the sector in a 10,000 word research-based portfolio (accompanied by a diary which must draw on relevant theory and literature to evidence your learning of up to 5,000 words). In the portfolio you must demonstrate how you have engaged with a relevant research problem in the work setting, and supported this by drawing on relevant literature and applied theory, practical knowledge and learnings within a work-based environment. The overall assessment of up to 15,000 words aims to support and develop your ability to research real-life settings and industry issues, demonstrate professionalism, leadership and managerial skills to a prospective employer whilst also learning key communication and personal skills.