Masters in Marketing

What You Study

The course offers a comprehensive introduction to all aspects of Marketing.

The programme is fast paced, intensive and varied. The first semester of the MSc Marketing is dedicated to the study of four core modules, designed to provide you with a rigorous introduction to the complex nature of marketing theory and practice.

Core Modules

Core 1 Strategic Marketing Management

This class provides the introductory tools and theories that are used within marketing management as well as demonstrating the application of marketing tactics within a strategic framework. It explains the basic marketing concepts that are used by decision makers, and equips the student with the necessary analytical and practical skills required by marketers.

Core 2 Consumer Behaviour

This class provides students with an understanding of the main theories of consumer behaviour and the application of these theories in the development of marketing strategies. The aim is to demonstrate that the key to a successful marketing strategy is a thorough understanding of theories of consumer behaviour.

Core 3 Marketing Research

The class aims to provide students with a clear appreciation of the importance of marketing research, the research process and the approaches/ techniques, as well as introducing a range of tools used in marketing research. Students will develop the ability to carry out effective marketing research and evaluate that which is available from third parties.

The fourth core class, Key Skills, runs over semester 1 and 2

This class covers the skills associated with academic writing needed to complete the programme, as well as developing the potential of students to become senior business managers working in global markets. This includes the ability to think critically and solve complex problems logically, to work in teams and to communicate effectively.

Semester 1	Credits
Core 1 Strategic Marketing Management	20
Core 2 Consumer Behaviour	20
Core 3 Marketing Research	20
Core 4 Key Skills	10

 

Core Module Dissertation Skills

This core class is designed to prepare students for their forthcoming dissertation, providing a grounding from which students can undertake and then write up their own primary research. Each of the components of a successful dissertation is covered including the Research Proposal which must be passed before progressing to dissertation stage.

Elective Modules

In the second semester, students take the opportunity to choose four subjects from a wide range of topics tailored to individual interests and career pathways. The breadth of choice reflects the Department's extensive teaching expertise and research interests. Students with a specific interest in Customer Management can decide to graduate with a more specialised degree. To pursue this option, students must select at least two modules with a Customer Management focus.

Semester 2	Credits
Elective Module One	10
Elective Module Two	10
Elective Module Three	10
Elective Module Four	10
Dissertation Skills & Research Proposal	10

 

Industry Project: Marketing Works

One of the most popular features of the programme is a real-life marketing project. Students have the opportunity, in the second semester, to act as marketing consultants to organisations on marketing projects. This experiential learning allows students to implement the theoretical elements of the programme in dynamic and innovative ways operating in multicultural teams. The projects provide students with a unique opportunity to work with key decision makers in organisations to address a specific client brief. This work experience develops valuable transferrable skills and increases the student’s employability.

In recent years, projects have been carried out for local or national companies as well as ‘not for profit’ organisations. The organisation size ranges from small family-sized businesses to large nationals.

Dissertation

The dissertation project provides an opportunity to study, in depth, a specific marketing issue in an area of personal interest. Dissertations typically involve writing an extensive literature review, followed by small scale primary research. This provides scope for originality of thought, research fieldwork and analysis and presentation of results. A good quality dissertation can be used by students to focus on a specific career path and provide a level of knowledge useful in an employment interview situation. An excellent dissertation is one of the criteria required for students considering undertaking study at doctoral level.

Students failing to achieve the level of coursework required for submission of a dissertation may be eligible for the award of Postgraduate Diploma.

	Credits
Postgraduate Diploma total	120
Industry Project: Marketing Works	20
Dissertation	40
MSc Marketing total	180

Learning Assessment

Assessment methods vary between core and elective classes. Assessment for core classes is normally one three hour examination worth 60% and an assignment worth 40%. Elective classes have no examination and are assessed using individual assignments worth 100%.

Teaching Support Package

A comprehensive support package is provided to enhance student experience and learning. This includes:

• A package of essential texts for core classes
• The Financial Times daily during term time
• Departmental social and sporting events for all students in the Masters programmes
• Bespoke career advice
• 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 Departmental postgraduate seminar series specifically designed to complement employability and personal development
• Invitations to participate in cross-faculty seminars and Spring School
• Extensive industry engagement via local and international guest speakers and company visits
• A residential off-campus team building and leadership development programme early in semester 1
• A student/staff consultative committee providing an effective mechanism for student feedback throughout the year
• The opportunity to provide specific feedback on individual modules and programme components
• The University also provides a comprehensive range of social and sporting activities, clubs, learning support and student services