MSc Strategic Marketing

This programme will consist of two core, four optional modules and a dissertation. Two core taught modules will be worth 30 credits each and will be taught over the full academic year while the other optional modules will be worth 15 credits and taught over a term, with the final dissertation carrying 60 credits. Taught modules will contain a mix of assessment components, both summative and formative. These might include in-class tests, computer based assignments, essays, case studies, group presentations and assignments and final examinations.

The course starts by embedding the fundamentals of the subject through core modules covering key areas such as brand management, leadership from a marketing perspective and planning for a global market place and from here students will then select four optional modules to study.

• • Marketing Strategy, Leadership and Planning (30 Credits) - Compulsory Firms operate in an increasingly challenging business environment, with greater uncertainty, intense competition, more informed customers and rapidly changing market trends. In this environment, a well-planned marketing strategy can be a crucial determinant of success. The aim of this module is to provide a systematic process and an analytical tool-kit that can deliver success to a range of Business to Business and Business to Consumer markets and organisations. Students will learn how to minimise uncertainties surrounding marketing decisions through an analysis of market trends, competitive intelligence and informed judgement. They will assess the capability of a diverse range of organisations, including services, to design and deliver sustainable marketing strategies to meet expansion targets. They will develop and monitor strategies that can make a difference between high and low performance in the market, including competitive positioning, growth and digitally orientated strategies. They will finally learn how to improve and maximise their leadership style to aid decision making, inspire others and achieve business goals.
  • Strategic Brand Management (30 Credits) - Compulsory Brands play a key role in the creation of value for businesses of all kinds. The techniques of brand management can be applied to products, services, companies, not-for-profit organisations, places, and people. Strategic brand management enables brands to connect with consumers and other stakeholder audiences on both emotional and functional levels. Managing brands strategically involves developing a clear and compelling positioning for the brand and then implementing persuasive brand-building campaigns to enhance brand value for both the owner and the audience. The aim of the module is to equip students with the key skills required for the strategic management of brands. Beginning with definitions of what a brand is, the module introduces students to the core concepts of branding and provides a wide range of analytical tools and frameworks for the analysis of brands.
  • Research Methods and Dissertation (60 Credits) - Compulsory Provides students with the opportunity to select their own specialised research topic in the area of financial management. Students will be expected to apply relevant theoretical frameworks, the existing seminal and the most up-to-date scholarly literature together with the relevant research methodologies while conducting their research. The module requires students to independently plan, organise and coherently produce a limited but well researched work.
  • Brand Analytics, Methods and Strategies (15 Credits) - Optional

    The aim of this module is to develop your ability to measure, predict, and critically evaluate key performance indicators of brands. You will collect and analyse data, and then prepare reports and communicate the results of the data analysis in order to assist decision-making and strategy development.

  • Digital Marketing (15 Credits) - Optional The aim of this module is to develop students’ knowledge and skills for understanding the complexity of the new digital landscape. The module provides a critical context in which to analyse the current digital developments. In particular, the module will facilitate students’ learning of e-marketing models, social media and e-tailing in order to produce a coherent digital marketing strategy.
  • Innovation-Driven Marketing (15 Credits) - Optional This module focuses on the challenges marketers face innovating and how to succeed. In particular, the aim of this module is to develop students’ knowledge and skills in building and fostering innovation throughout the organisation and within the marketing function. It will outline the importance of brands taking a visionary approach, and embedding innovation through a range of tools and theories to respond to increasingly dynamic marketplaces.
  • Product Management Strategies (15 Credits) - Optional Effective product management is a vital component of business success. Product management is about making strategic choices regarding which products and technologies to invest in. It is about allocating scarce engineering, research and development and marketing resources among various projects to support goals. It focuses on carefully selecting which new products (goods and services) to develop from a range of opportunities in the marketing and it deals with having the right balance between the number of existing and new products and the capabilities companies have available. The module provides students with a core understanding of how successful strategic product management contributes to the success of a firm. It aims to enable students to critically evaluate what is required to develop and deliver successful marketing strategies for the management of product portfolios, the creation of new products and services, their launch into the market and the management of the product life-cycle.
  • Consumer Psychology (15 Credits) - Optional Consumer psychology is interested in understanding how and why individuals and groups engage in consumption activities. Understanding consumers is essential for business and marketing professionals. Identifying consumers’ personality attributes, motives and lifestyles, their attitudes and behaviours as well as other external influences like culture and reference groups, helps organisations to segment markets and create marketing strategies relevant to the needs of the target markets. The aim of the module is to explain the psychological foundations that direct consumers to choose products, services, experiences or ideas in order to satisfy their needs and wants. Students will be equipped with advanced knowledge of consumer psychology and learn how to influence consumer behaviour in order to market products successfully.
  • Strategic Marketing Communications (15 Credits) - Optional The aim of this module is to develop students’ systematic understanding of strategic marketing communications theory and practice. More specifically, the module will facilitate students’ learning of the importance of understanding target audience, brand positioning, maintaining a consistent brand narrative, and implementing the appropriate methods and techniques of integrating the various marketing communication tools, such as public relations, advertising and sales promotion. Students will also learn the various methods of engaging target audience on the offline and online platforms as well as on digital social media, to produce a coherent brand communications strategy and achieve a consistent brand narrative.
  • Customer Analysis and Relationship Marketing (15 Credits) - Optional Building long-term relationships with customers is a key factor in business success. This module aims to develop students’ knowledge of the theory and practice of customer relationship marketing in Business to Business (B2B) and Business to Consumer (B2C) markets. Particularly, this module will focus on the development and implementation of relationship marketing strategies that enhance organisational profitability and success. Students will learn to use a range of marketing strategies, tools and approaches aimed at developing high-quality relationships with customers and creating customer loyalty. They will be looking at several concepts and strategies that are very important to modern marketing. This includes customer profitability analysis, customer value, relationship marketing, customer relationship management, customer life time value and more.
  • Multichannel Marketing Management (15 Credits) - Optional The impact of technology has been immense on how products, services, experiences and ideas are being distributed to consumers. The internet, the mobile and the social media represent new platforms that businesses can use as potential channels to distribute their products and services. In this context, determining the appropriate channel combination is crucial for organisational success. The module aims to equip students with an in-depth understanding and knowledge of a range of theories and tools for creating an effective multichannel strategy. Students will learn how to reduce the risk of selecting inappropriate channels through a systematic analysis of market trends, organisational capability and the shopping experience across different channels. They will address the factors underpinning the successful integration of an organisation’s multichannel proposition for achieving competitive advantage. They will further learn to think strategically about offline and online retailing and apply a range of marketing principles in choosing and managing physical and virtual channels.
  • Experiential Marketing and Events (15 Credits) - Optional The module presents a contemporary exploration of experiential and event marketing strategies and tactics. Whilst traditionally advertising verbally and visually communicates the brand and product benefits, experiential marketing immerses consumers within the product by engaging as many other human senses as possible. To that end students will develop insights into how experiential marketing activities create a mutually beneficial and authentic interaction between customers and brands. Further, given the competitive nature of the marketplace, there is increasing pressure for marketers to develop highly effective campaigns and techniques, consequently the module content will develop and enhance student knowledge and skills appropriate for the workplace and the employer demands in a range of industries.

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