Marketing is being deeply impacted by rapid technological advancement and the proliferation of data. This rapidly changing environment requires future marketing employees to have strong theoretical knowledge and understanding of the field, cultivate critical thinking and hold new skills to deal with the complexity of the modern marketing environment.
The programme aims to prepare students for successful employment by providing a range of knowledge and skills that will allow them to reach strategic and tactical marketing decision-making by working collaboratively and individually. It is designed to develop students’ understanding of Marketing Management and its integration into the organisation’s overall corporate strategy. This will be achieved by allowing students to acquire and apply the latest thinking and practice in Marketing Management in a rapidly changing, digital environment.
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Students will be studying core modules that will allow them to gain all the necessary knowledge required to excel as a marketing manager.
They will start their journey by being taught strategic marketing and its importance to the overall business strategy. They will acquire the skill of developing appropriate marketing strategies across a diverse range of organisational and environmental contexts and cultures.
They will also be taught the skill of how to attract and retain customers by learning how to devise strategies and tactics and using technologies, used to manage interactions with customers and potential customers. Students will continue their learning by being taught what is branding and its crucial role in building a strong business in the current digital environment.
They will gain skills on how to add value to a company by employing branding tools. Additionally, students will have a module that is completely dedicated to digital marketing where there will be a special focus on mobile marketing and how it is used for reaching a target audience with their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps, as well as on search engine optimization.
Additionally, students will also learn to assess the impact of psychological concepts on consumers and how these influence consumerism and other social phenomena allowing them to become skilled in how to influence target audiences and to develop critical thinking. Last, students will study leadership which will give them the ability to assess problems, manage situations, and provide sensible solutions. Leadership training creates an opportunity for employees to reach new heights and achieve set goals.
The programme's optional modules allow students to take different paths, supporting future careers.
This module aims to provide you with a framework and toolkit for analysing marketing from a strategic and managerial perspective. In particular, the module will focus on the development of sustainable marketing strategies to help you understand how organisations – B2B and B2C - attempt to gain a competitive advantage in highly volatile operating environments. Therefore, through an analysis of Compulsory 15 market trends, competitive intelligence, internal strengths and informed judgement; you will assess and monitor the capability, competitive positioning, and growth initiatives, that make a difference between the high and low performance of firms within volatile markets.
The module aims to equip students with the key skills required for the strategic management of brands.
Beginning with definitions of what a brand is, the module introduces students to the core concepts of branding and provides a wide range of analytical tools and frameworks for the analysis of brands.
The module aims to broaden and expand students' understanding of Customer Relationship Management and the role it plays in the overall business strategy, as well as in the marketing mix.
The module will utilise strategies, tools, and techniques that are used to help organisations to attract, satisfy, and retain customers.
Explore the concepts of brand storytelling, brand personas and influencers, to provide insight into techniques for creating and nurturing brand value, as well as an understanding of the critical role brands, play in creating and influencing customer experiences, culture, society, social media and in the context of today’s globalised and dynamic digital era.
Explore how and why individuals and groups engage in consumption activities and to explain why consumers tend to choose products, services, experiences, or ideas to satisfy their needs and wants.
Understanding consumers is essential for digital marketing professionals. It helps organisations to create marketing strategies relevant to the needs of the target markets.
Learn how to influence consumer behaviour to market products successfully.
This module aims to promote creative advertising practices to enhance brand communication which are creative and innovative, whilst still underpinned by a critical understanding of concepts, frameworks, and models. Students will operate in creative teams designed to mirror organisations in the creative industries and work on assigned creative briefs for a range of business and consumer brands. The module aims to provide students with the knowledge and skills to develop and thrive in the increasingly complex digital landscape.
It will feature a variety of current business examples that the students will critically review, providing them with an insight and analysis of the latest developments in the digital landscape, and an understanding of how to optimise and improve a brand’s digital communication performance. In particular, the module will facilitate students’ learning of digital marketing models, social media and advertising metrics, search behaviours and customer journey management, to produce a coherent and evidence-based digital marketing strategy.
Gain a broad perspective of the marketing practitioner through an intense and unique one-week off-campus residential programme.
The Residential will provide students with a practical and applied perspective of the marketing/digital marketing discipline through presentations and hands-on experience with a range of organisations. All providing their cutting-edge insights into current marketing challenges.
This module aims to provide you with a framework and toolkit for analysing the range of leadership and followership styles. In particular, the module will help you understand how the various leadership and followership styles impact team/task/individual, and how such styles can be adapted by effectively leading, managing and influencing others to deliver organisational change.
This module aims to develop students' systematic knowledge and skills for understanding the complexity of the new digital landscape. In particular, the module will facilitate students’ learning of e-marketing models, social media and email to produce a coherent digital marketing strategy.
The module aims to develop students' systematic understanding of marketing communications theory and practice in a dynamically challenging environment, with organisations facing greater uncertainty, intense competition, and increasingly more informed and culturally diverse customers.
Students will be taught tools, such as advertising, sponsorship, and public relations, to support organisational marketing strategy.
Today, consumers are becoming increasingly demanding, and their expectations of eCommerce and social selling influence their behaviour towards brands. Students will analyse this new blended world of omnichannel, eCommerce, and social selling. Explore online buying behaviours and the consumer experience. At the same time, the different technology and infrastructure, service models, CRM, and various payment methods, including cryptocurrencies.
The module aims to demonstrate the dynamic and changing nature of the marketing discipline through an innovative approach to content delivery and design. The module will adapt content to reflect current and leading-edge marketing practices in different industries.
This module aims to develop students' understanding of collecting, analysing and interpreting customer and business data to generate insights that enable companies to serve their customers better. The module also offers an opportunity to equip students with various analytical tools, techniques, and applications that help them develop their employability skills.
This module aims to enable students to learn how entrepreneurs can develop insights into consumer needs and transform them to create opportunities and markets. It is increasingly apparent that most firms succeed because they are willing to break the rules and act entrepreneurial.
Entrepreneurial marketing may be applied by any individual in any private or public sector organisation by focusing on the concept of entrepreneurial marketing, across all aspects of the marketing process.
Students will be able to appreciate the potential of e-marketing and viral marketing and plan marketing strategies with restricted funding for new ventures. It will aid students to recognise the role of networking and Optional 15 various selling methods. Students will also be able to perceive and realise the ethical considerations crucial in entrepreneurial marketing.
This module aims to equip students with the knowledge and skills to apply appropriate operational and strategic destination management and marketing solutions. The first part of the module draws on destination management theory; students will critically evaluate the challenges and opportunities destinations face.
The second part of the module focuses on the nature and role of destination management organisations (DMOs) in different contexts, destination competitiveness, how destination managers create value to differentiate themselves and gain a superior position in a competitive market.
The Research Project is the culmination of the programme and provides students with the opportunity to further develop and integrate the knowledge and skills acquired throughout the programme.
Developing an understanding of the research process and conducting research, leading to successful completion of their Research Project.
With the support of the programme team and an individual supervisor students will propose, design, conduct, analyse, interpret and evaluate an ethically sound research project.
More information about this course
Where optional modules are available, you will be asked to choose during term 1. If we have insufficient numbers of students interested in an optional module, or there are staffing changes which affect the teaching, it may not be offered. If an optional module does not run, we will advise you after the module selection period when numbers are confirmed or at the earliest time that the programme team decide not to run the module and help you choose an alternative module.
We are regularly reviewing and updating our programmes to ensure you have the best learning experience. We are taking what we've learnt during recent years by enhancing our teaching methods with new and innovative ways of learning. Please regularly check this section of the course page for updates.
Our approach to teaching recognises that you come with different experiences and approaches to classroom engagement and have your own individual learning style. We encourage you to be an active participant in classroom discussions, so our teaching philosophy is based very much on practice-based learning and recognises that learning is not restricted to the classroom alone. We understand that education is not just about an ability to demonstrate knowledge solely, but it’s about the application of that knowledge which distinguishes authentic learning.
You will be exposed to various blended online and face-to-face delivery approaches centred on active learning with workshops, lectures, seminars, and other interactive activities. Additionally, the modules will be supported by a comprehensive virtual learning environment, which will host a range of additional resources.
You will be required to complete a number of coursework assignments for assessment. The coursework can be individuals, such as plans, reports, memorandum and essays, or group, involving activities including presentations and reports. Tutorials will also feature formal and informal feedback.
We have reviewed our approach to teaching and learning for 2022 entry and beyond. We've learned a lot about how to give you a quality education - we aim to combine the best of our in-person teaching and learning with access to online learning and digital resources which put you more in charge of when and how you study. We will keep you updated on this throughout the application process.
Your timetable will be built around on campus sessions using our professional facilities, with online sessions for some activities where we know being virtual will add value. We’ll use technology to enhance all of your learning and give you access to online resources to use in your own time.
The table below gives you an idea of what learning looks like across a typical week. Some weeks are different due to how we schedule classes and arrange on campus sessions.
You'll receive full information on your teaching before you start your course.
Learning structure: typical hourly breakdown in 2022/23
Live in-person on campus learning
Contact hours per week, per level:
Live online learning
Average hours per week, per level:
Outside of these hours, you’ll be expected to do independent study where you read, listen and reflect on other learning activities. This can include preparation for future classes. In a year, you’ll typically be expected to commit 1200 hours to your course across all styles of learning. If you are taking a placement, you might have some additional hours.
Definitions of terms
You have a strong support network available to you to make sure you develop all the necessary academic skills you need to do well on your course.
Our support services will be delivered online and on campus and you have access to a range of different resources so you can get the help you need, whether you’re studying at home or have the opportunity to come to campus.
You have access to one to one and group sessions for personal learning and academic support from our library and IT teams, and our network of learning experts. Our teams will also be here to offer financial advice, and personal wellbeing, mental health and disability support.
A degree in Marketing Management allows you to pursue a career in many different industries. A holistic understanding of marketing across the whole organisation is essential if you want to either progress to a senior role or are just starting out on a career path towards with the ambition of achieving one of these positions.
Careers following the completion of this course can include:
Past graduates have gone into roles such as:
MSc Strategic Marketing
This course was definitely the right boost I needed for my career and gave me the relevant skills to work on any marketing project. I loved the residential trip we took as part of the course. It really helped me understand how the "real world" works and I discovered more about the type of marketing I want to work in. I learnt about every aspect of marketing and spending a week with my classmates also helped me bond with them and made group work a lot easier. Additionally, having real life experience helped me to understand the theory better. During the course I also had the opportunity to create a business plan for a musical festival which was fun to do something very practical. I now realise that events marketing is my calling, and it is because I saw how different companies organise events throughout my course.
We’ll carefully manage any future changes to courses, or the support and other services available to you, if these are necessary because of things like changes to government health and safety advice, or any changes to the law.
Any decisions will be taken in line with both external advice and the University’s Regulations which include information on this.
Our priority will always be to maintain academic standards and quality so that your learning outcomes are not affected by any adjustments that we may have to make.
At all times we’ll aim to keep you well informed of how we may need to respond to changing circumstances, and about support that we’ll provide to you.