Postgraduate

In Oxford

£ 8,160 + VAT

Description

  • Type

    Postgraduate

  • Location

    Oxford

  • Duration

    12 Months

The MSc Marketing gives you a strong foundation in marketing theory and practice. With live case-studies, consultancy projects and skills workshops, we encourage an innovative and creative approach to your learning. You will combine theory and practice to develop the key transferable skills that employers are looking for. If you begin your course in September you have the choice to apply for an 8 month paid work placement in a marketing role instead of completing either a dissertation or client project. By gaining this professional experience you will be well prepared for your future career.

We aim to and give you a wealth of knowledge in marketing management so you gain an understanding of:

customer behaviours and expectations, and the variety of channels used to interact with customers
analysing marketing data
devising marketing strategy for global brands and organisations.
We help you develop the decision-making skills and rationale to devise marketing plans and communications. With a range of specialist modules to choose from you can develop an area of marketing expertise, giving you even further career options.

Facilities

Location

Start date

Oxford (Oxfordshire)
See map
Headington Campus, OX3 0BP

Start date

On request

About this course

* A minimum of a good second class UK honours degree or equivalent overseas degree in virtually any discipline with the academic skills necessary for entry onto a master’s programme.
* If your first language is not English, you must show the University that your level of English is high enough to study at postgraduate level. In addition to the academic entry qualifications, you must have one of the following or equivalent qualifications:
o British Council IELTS: normally 6.5 and a minimum of 6.5 in reading and writing
...

Home/EU - full time fee: 2017/18: £8,160 2018/19: £8,320

Home/EU - part time fee: 2017/18: £5,000 2018/19: £5,100

Home/EU - sandwich fee: 2017/18: £8,160 (year 1) no fee to pay for placement in year 2. 2018/18: £8,320 (year 1) no fee to pay for placement in year 2.

International - full time: 2017/18: £14,300 2018/19: £14,590

International - sandwich fee: 2017/18: £14,300 (year 1) no fee to pay for placement in year 2. 2018/19: £14,590 (year 1) no fee to pay for placement in year 2.

If English is not your first language you will need to satisfy the university's English language requirements:

IELTS minimum 6.0 (with a minimum of 6.0 in reading and writing and 5.5 in listening and speaking).
If you have completed your undergraduate degree in the UK (at least one full year of study) you will automatically meet our English language requirement

If you choose not to take a work placement, the course lasts 12 months. If you start in September and take the work placement the course lasts 17 months.

Please email us on business@brookes.ac.uk

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Subjects

  • Marketing
  • Marketing Communications
  • Marketing Management
  • Brand Management
  • Digital Marketing
  • Global
  • Project
  • Communications
  • Technology
  • Social Media

Teachers and trainers (1)

Oxford Brookes Business School

Oxford Brookes Business School

Oxford Brookes Global MBA

Course programme

You will study six compulsory modules and a module which helps develop your professional and academic skills. In addition, you will choose two optional modules and then you can complete either a dissertation or client project, or if you start the course in September, you also have the opportunity to apply for an 8 month paid work placement in a marketing role. If you choose not to take a work placement, the course lasts 12 months. If you start in September and take the work placement the course lasts 17 months. Please see the September entry and January entry course structure charts.

You will also have the opportunity to study for and sit the professional certificate exam from the Institute of Direct and Digital Marketing (IDM) in addition to gaining exemptions from the Chartered Institute of Marketing (CIM) diploma, thus enhancing your professional profile.

Compulsory Modules

Introduction to the Principles of Marketing
This module introduces the key principles of Marketing by studying the theories that underpin Marketing. It explores the roles of buyers, the marketing environment, and the ways in which marketers plan, manage, implement and monitor marketing programmes in the context of the international environment of the twenty first century.

Understanding Customer Behaviour
You will critically appraise the behaviours of customers and their interactions with marketing. Informed by behavioural science, you will analyse why customers behave as they do and how marketing activity influences their behaviours. This analysis informs your critical understanding and implementation of both strategic and responsible marketing practice. An innovative dimension of this course is the investigation of change agents that will significantly influence the behaviours of customers in the future, for example neuroscience, climate change and technology innovation. This is an analytical module that utilises research evidence to inform evaluation, behavioural and communications research.

Professional and Academic Development
This professional and academic skills development module helps you to become a lifelong learner and enhances your employability. Starting with a focus on how to achieve your best academically, you then develop your skills for employment and career planning. You will work through a self-development plan, taking the lead in your own learning and development. You will be coached in identifying, engaging in and reflecting on how you can gain from developmental activities within the university and externally.

Research Methods for Events and Marketing
This module delivers the skills that enable you to conduct marketing research independently. Students on the MSc programmes are expected to undertake effective research drawing upon a range of secondary and primary data sources in the preparation of coursework. You will be exposed to a range of methodological issues, data collection techniques and study skills. In addition, this module is geared towards the preparation for, and successful completion of, high quality, rigorous and systematic research for business and management.

Digital Marketing and Analytics
You will explore the macro and micro impacts of digital technology on marketing management, before looking at the issues of implementing and executing a digital marketing campaign. In addition, you will examine ways in which digital information is used to make strategic marketing decisions and evaluate and improve marketing performance. You will develop skills in problem solving, critical reasoning, market research design, qualitative and quantitative data analysis, the use of technology in marketing management, and the analysis and interpretation of marketing data.

Global Marketing Strategy
You will build on the Principles of Marketing module, and explore the global marketing environment. There is a particular emphasis on internationalisation and the creation and development of global markets. You will understand the principles, influences, and institutions affecting the development of international trade and global marketing strategies. You will analyse opportunities and constraints in the context of global marketing strategy, and the associated organisational and control issues associated with the development of global markets. This includes an appreciation of the importance of ethical and social issues.

Optional Modules

Customer Insight and Engagement

You explore how to acquire, retain and grow the share of wallet of good customers, as well as how to demote undesirable customers without triggering revenge behaviours. It is based on the premise that customers are the essence of the organisation, as without customers, the organisation would fail. The module takes a customer-centric approach, and acknowledges the hyper-connected environment in which organisations operate today. Technologies and methodological approaches to obtain customer insight and to build detailed customer profiles are discussed. Moreover, the module considers how to engage with customers in ways that add value to both parties. It uses real case studies, as well as students’ own experiences as customers.

Digital and Social Media Marketing Strategy
This module builds on the work undertaken in Customer Insight and Engagement and takes a strategic perspective of the digital and social media environment. You will focus on the interaction between consumers, businesses and other organisations and how thinking digitally can assist in effective marketing. Web based media, mobile platforms and social media will all be critically evaluated to identify successful performance and to create insight into contemporary digital marketing.

Brand and Marketing Communications
You will explore the role and usage of contemporary brand and marketing communications and the fundamental insight that an organisation’s brand strategy needs to be at the heart of all its marketing communications activities. A professional and ethically responsible focus will help you to consider multiple stakeholders’ needs – eg consumers, businesses, the media, pressure groups – in a global context. A broad range of marketing communications channels and tools will be critically assessed. This includes advertising, public relations, sponsorship and digital marketing communications. Creative and strategic insights from current practice will help your understanding and application of marketing communications skills.

Strategic Brand Management
You will examine how brands are created and successfully managed. You will explore the latest research and practice in strategic brand management and focus on innovative approaches to new product development. Key ethical, environmental and socio-cultural implications for contemporary brand management are analysed within regional, national and global contexts. The latest research and practice in strategic brand management and the use of social media and digital communications technology, is investigated. On completing this module, you will have gained an advanced knowledge of the latest tools, techniques and broader societal implications of contemporary strategic brand management.

International Luxury Marketing
This module examines the strategic decisions involved in luxury marketing and luxury brand management. You have the opportunity to plan and critically evaluate luxury marketing campaigns. Luxury brands are unique in that they offer the consumer a high-quality product or service coupled with the emotional benefits of prestige and exclusivity. This module brings together contemporary luxury marketing theories and practice, spanning many fields such as jewellery, fashion accessories, tourism, fine wine, spirits and prestige cars.

Managing the Luxury Experience
This module links operations management to the core strategic aspects of international luxury retail management across different channels. You will discover how some places have become synonyms of luxury destinations, because of their ability to create and deliver a seamless luxury experience. Key to this is not only the management of channels to market, but also by the ability to create, manage and foster a credible and consistent relationship with customers. At a time when counterfeit goods have also become a mainstream issue for this industry, managing the experience of luxury goods and services is more central than ever to the sustained success of luxury brands.

You must choose 1 of the following:
Dissertation

This module gives you the opportunity to explore and develop expertise in an area of interest. You are encouraged to choose topics that will be valuable in your future career. This is a self-managed activity, driving your own research project while being guided and advised by a supervisor, based on the proposal developed in the Research Methods in Marketing module.

Client Project
You have the opportunity to link theory to practice by analysing a real organisational issue. Having identified a project (with the approval of both the client company and the Module Leader) you investigate a particular issue, one that can be supported through the relevant literature and by conducting primary research with the client. This module is not an internship but can be taken in conjunction with an internship you have identified and are participating in. The ‘issue’ in question may be current management problem for the client organisation or related to future strategic choices. The Client project provides you with a significant learning and personal development experience.

Placement Project
A work placement is a great opportunity to gain eight months' work experience in the UK or abroad in a marketing role. You will be undertaking a major project in a commercial or non-profit organisation. Throughout this module, you will be applying practical concepts you have learned in the course. When you are working for the organisation, you will be responsible for managing a large proportion of your own learning, including tracking and recording your progress. Based on your proposal developed in the Research Methods module, you will then be assigned a supervisor to aid you throughout this period.

We provide lots of support to help you find a paid work placement and gain connections with various organisations. Our placements team has a database which records placement opportunities and they run numerous placements fairs where you could meet potential employers. Securing a placement is your responsibility and does take a lot of effort, but this gives you valuable experience. You would need to cover your own living and travel costs throughout this duration.

MSc Marketing

£ 8,160 + VAT