Structure and Content
Eight taught modules over two 15-week semesters, plus either an individual dissertation and or a group project (Knowledge Management and Transfer module) which is undertaken over the summer period. Core modules are:
- Professional Skills: Emphasises the importance of individual, team skills and leadership in bringing about market-led strategic change in organisations. Includes a team-building weekend
- Reflective Practice and Learning: Focuses on forming successful learners, confident individuals, responsible citizens and effective contributors to marketing
- Marketing Research Techniques and Applications: Focuses on doing client-based market research and covers the basic research methods and techniques
- Marketing Management Applications: Entails doing research for a real client, external to the University. It demonstrates the practical application of marketing techniques
- Critical Thinking: Concentrates on academic scholarly research. It involves critiquing published research and a poster session in which you present ideas for your dissertation
- Retail Marketing: Investigates the nature of the retail ‘product’, segmentation and positioning, consumer behaviour and retailing, marketing communication in a retail context, retail branding, store formats and customer service
- Sport Marketing: Investigates the application of marketing techniques to the sport industry and whether sport is any different from other sectors
- Small Business Marketing: Designed to put into practice marketing theory at the level of the smaller firm
- International Marketing: Considers the process of internationalisation for all sizes of firm
- Retail Buying and Merchandising: Explains the context of buying operations, the issues facing retail buyers in different types of retail organisations and their interaction with other functional areas
- Social Marketing: Marketing techniques can be used to influence health and social behaviour. The module reviews theoretical foundations, planning, research and communication and looks at international and ethical issues
- Logistics and Channel Management: Relates logistics to the economy and to business and develops an understanding of channel management
- Marketing Communications: Helps you to critique the diversity of theories that underpin marketing communications activities and to provide a semiotic analysis of marketing communications content
Other options are available including Consumer-Behaviour, Services Marketing and Retail Buying.
Delivery and Assessment
The taught modules of the MSc programme are delivered using a variety of methods, for example, lectures, tutorials, case studies, role playing, computer simulations, fieldwork exercises, site visits, guest speakers and company projects. Much of the assessment is continuous and may include research reports, essays, briefings, management reports, case analyses and presentations. Assessed work is often conducted in groups, as developing teamwork and communication skills are seen as important.
Timetable
Contact the School for information on your timetable and reading lists.
Recommended Reading
Jobber, D. (2009) Principles and Practice of Marketing 6th Edition McGraw-Hill Higher Education ISBN-13:978-0077123307
Baines, P. Page K. and Fill C. (2008) Marketing OUP Oxford OSBN-13:978-0199290437
Kotler, P., Armstrong, G., Wong, V. and Saunders J. (2008) Principles of Marketing 5th Edition Financial Times/Prentice Hall ISBN-13: 978-0273720645
Dibb, S., Simkin, L., Pride, W.K. and Ferrell, O.C. (2005) Marketing: Concepts and Strategies 5th Edition Houghton Mifflin ISBN-13: 978-0618532032