MSc in Marketing

Module Description

This module aims to introduce project management skills to marketers to aid strategic planning and develop an advanced understanding of the unique dimensions of marketing in SMEs. Graduates will be equipped with the relevant knowledge and skills necessary to develop an entrepreneurial marketing enterprise, and negotiation skills. It will lead graduates through the necessary stages of strategic marketing planning in a practical way. 

On successful completion of this module the learner will be able to:

• Plan, Organise, Coordinate and Control a strategic marketing project
• Incorporate new marketing thinking into the SME environment
• Critically evaluate the key influences of the global marketplace on the marketing activities of SMEs
• Incorporate negotiation skills into their business skills portfolio
• Prepare and present a marketing plan for a new SME ventur
• Develop personal and team working interpersonal skills

Module Description

This module provides the module learners data analysis tools, techniques, and processes to transform raw data into insights and useful information to support and facilitate the decision-makings process in organizations. The Data Analytics module seeks to provide a better understanding of what has happened in past and forecasting what is going to happen in the future to support rational decision-making. It covers different data analytics techniques and methods such as data mining, data analysis and visualisation, sampling distribution and hypothesis testing, and regression & time series forecasting techniques. 

On successful completion of this module the learner will be able to:

• Conduct descriptive statistics to summarize the data main characteristics
• Use graphs and data visualisation techniques to describe the data
• Conduct inferential statistics to make inferences based on a data set
• Apply regression analysis and time series forecasting for prediction
• Apply data mining techniques to extract useful information from a large amount of raw data
• Work with data analysis software such as Tableau, Excel and/or SPSS to facilitate the data analysis process.

Module Description

The aim of this module is to equip learners with a detailed understanding of omni-channel marketing communications. Learners will develop a strategic approach towards omni-channel marketing, acquiring a detailed understanding of the role of customer experience, content and channel management in the achievement of marketing objectives. 

On successful completion of this module the learner will be able to:

• Examine the role of technology and experience design in the evolution of marketing communications
• Appraise the impact of consumer behaviour in the development of omni-channel marketing communications strategy
• Critically evaluate relevant frameworks in the development of an omni-channel marketing communications strategy
• Design personas and associated customer journey maps
• Critically evaluate the channels available to the marketer in developing omni-channel marketing communications strategy
• Appraise the role of content in the development of an omni-channel marketing communications strategy
• Evaluate how content can be adapted for selected channels
• Develop an omni-channel marketing communications strategy

Module Description

This module is designed to provide learners with a critical understanding of the practices and methods associated with business research. Learners will address ten questions, the aim of which is provide the requisite in-depth knowledge necessary to develop a project report.

On successful completion of this module the learner will be able to:

• Develop and refine a relevant research topic, articulating associated research questions, aims and objectives.
• Critically evaluate and present literature pertaining to an identified research topic.
• Critique the various research methodologies available to the researcher, assessing the appropriateness of methodologies in light of research questions, aims and objectives developed.
• Appraise the sampling approaches available to the researcher.
• Develop and present a research proposal.

Module Description

The aim of this module is to advance learners digital marketing skillset. The module will examine key digital marketing channels, enabling learners to appraise how these channels can aid in the development of marketing objectives. In this module, learners will acquire an in-depth understanding of the tactical tools that may be applied to implement strategy.

On successful completion of this module the learner will be able to:

• Demonstrate the importance of adopting a customer-centric approach in digital marketing
• Audit the digital marketing activities of the firm
• Propose how the digital marketing activities of the firm may be enhanced
• Appraise the suitability of various marketing channels and technologies in the achievement of objectives
• Assess the various digital marketing tools available to the marketer, judging when to applying these tools
• Intepret and relate output from digital marketing tools in a meaningful manner to the activities of the enterprise
• Develop relevant digital marketing campaigns
• Formulate relevant KPIs in the management of digital marketing campaigns

Module Description

In a rapidly changing world, people in all sectors need to think more creatively, innovatively and entrepreneurially in order to make effective decisions, improve existing organisations, develop new ventures and create sustainable solutions. In this module, learners will evaluate the key issues pertaining to innovation and entrepreneurship and develop an appreciation of the various innovation methodologies. The learner will develop an appreciation of the complexities of both innovating and starting new ventures and intrapreneurship. This module will explore how the entrepreneurial mind-set can affect an individual’s ability to create and/or transform organisations and be applied in innovative read world contexts.

On successful completion of this module the learner will be able to:

• Critically evaluate innovation processes
• Evaluate the complexities involved in managing people for innovation and creating a culture of innovation
• Critically appraise the ideation process
• Evaluate the complexities involved in new product/service development
• Appraise how the entrepreneurial mindset can affect an individual’s ability to create and transform organisations particularly in turbulent times.
• Critically evaluate alternative values and approaches to intrapreneurship
• Develop and redesign working processes and/or product and services, demonstrating an ability to think entrepreneurially in the context of established organisations

Module Description

This module aims to provide the learner with an advanced understanding of how the sales function is managed within a marketing environment.  It provides the learner with an ability to critically appraise the effectiveness of the sales function as an element of the firm’s overall marketing strategy. 

• Critically evaluate the sales environment in which a firm operates
• Differentiate and evaluate methods by which strategic competitive advantage can be obtained within the sales environment
• Examine and develop appropriate management strategies for the sales force
• Determine and Demonstrate specialised sales techniques for given environments
• Critically evaluate the role of sales management as a distinct form of marketing communication

Module Description

In this module learners will develop an understanding of the changing nature of consumer behaviour in physical and digital markets. Learners will develop an appreciation of the theories used to predict behaviour and create compelling appeals. Learners will then apply these principals when devising a persuasive marketing appeal. 

• Critically appraise theories of planned behaviour
• Appraise persuasion techniques employed in on-line and off-line environments
• Critically reflect on the ethics of consumer persuasion practices
• Demonstrate a critical awareness of global consumer behaviour trends
• Devise a persuasive marketing appeal targeted to one segment of a market

Module Description

The module is designed to allow learners to learn through reflecting on the experience of working in a relevant work place, and subsequently articulating what of value, they are learning in the process. This module focuses on developing significant and critical work-based learning and research. The approach recognises the relationship between theory and business practice, and enables students to apply the knowledge and skills they developed in an environment where they will be exposed to a range of practices in marketing. 

On successful completion of this module the learner will be able to:

• Source and critically evaluate research literature and evidence.
• Construct a paper in a manner that articulates reflection, planning, creativity and best practice.
• Apply and evaluate theory and knowledge acquired from the programme into the working environment
• Develop skills and competence in the work place including inter alia personal and team working skills.
• Critique reflective practice theory and practice
• Apply reflective practice by documenting in a learning log work undertaken, skills attained and learning acquired during the work placement.
• Engage in secondary critical reflection, analysing own reflections in peer learning context.
• Consolidate learning through the application of theory to practice, critical self-reflection and peer learning.