This course is grounded in the latest theory and also has a strong practical element. There will be many chances to apply your knowledge and develop the advanced skills that will help you to enjoy a successful marketing career.
The content within the modules offered reflects the changing marketing landscape. For example, developments in social and digital media are embedded throughout the programme and are integral to certain modules such as Direct & Digital Marketing Strategic e-Marketing and
The Media Context of Marketing Communications. Other key themes covered across the programme include Paid Owned Earned media planning, insight management, innovation and entrepreneurship, customer management , campaign planning, working with agencies and international marketing perspectives.
The course starts with an induction in September which introduces the course team, the modules to be studied, and the business skills required for both the course and for a career in marketing.
You will take a number of core (compulsory) modules. The following are indicative of these core modules:
The Media Context of Marketing Communications examines the nature and development of contemporary media as well as the implications of emerging digital technologies and evaluates media potential for carrying marketing communications
Managing Advertising andCommunications provides a thorough grounding in all aspects of promotional activity, especially integrated marketing communications, and the development and management of advertising campaigns.
Marketing Research in Practice shows how marketing decision making is supported by detailed marketing information, and the techniques employed to gather and assess that information
Brand PR focuses on the use of Marketing PR at brand level. It concentrates on the use of PR techniques to build and promote brands developing a critical understanding of Marketing PR theories and practice and how they integrate with other promotional techniques
Marketing Theory and Practice is an introduction to the key areas of marketing, building the foundation for further study – this module is for students who have not studied marketing before.
Project Management considers the scope and definition of a project, its significance as an instrument of change and the roles and responsibilities of people within it. The module incorporates a chosen strategic marketing scenario which stimulates the experience of being in a real project team. The application of a range of project management tools is critically evaluated for the execution, management and control of project management throughout all its phases
Research Methods for Marketers develops research and analysis skills for an in-depth understanding of markets and for the final project. During the final semester, June to September, you will complete a marketing analysis project on a marketing communications topic of your choice.
Management Study Support is a practical module which teaches advanced communication and study skills to support you while studying at master’s level and to equip you with essential skills for a successful career in marketing
You normally choose two further modules. The following are typical of the elective modules offered:
Direct and Digital Marketing
Consumer Culture and Behaviour
Creative Brand Strategy
Customer Relationship Management
Applied International Marketing
The course culminates in the Marketing Communications Project, a substantial piece of work on a topic of your choice. These projects have proved to be valuable aids to demonstrating your expertise to future employers.