Marketing Leadership and Practice - MSc

Marketing has changed significantly over recent years and contemporary marketing leadership and practice has become more diverse, more sophisticated and more specialised. In comparison to other business specialisms, the marketer is now faced with an increasingly diverse role: product manager, researcher, consumer insight manager, statistician, brand manager, social engineer, protector of the natural environment, social media communicator.

Businesses themselves exist in a more volatile, fragile external international environment, while global markets have become fragmented, making them more difficult to reach via standardised means thus increasing the importance of effective marketing leadership and practice.

But conventional businesses are not the only sector looking to benefit from the use of marketing; a whole host of interested parties have learnt the value of marketing to support their activities. Public institutions, non-profits, non-governmental organisations, social enterprises, political parties and even World Cup bidders all see the need for the use of marketing skills to achieve their goals.