Master of Marketing and Leadership

Marketing Modules:

Marketing Management

You will learn a comprehensive understanding and critical evaluation of marketing management practices, underpinned by relevant theories and conceptual frameworks applied to contemporary issues and organisational strategies within national and international contexts. Culminating with the creation and the proposal of a professional marketing plan.

Consumer Behaviour

This module introduces key theories surrounding consumers and how they navigate through modern marketplaces considering the whole consumption cycle. As a consequence you will not only evaluate how consumers make purchasing decisions, but also formulate a critical understanding of how they may use possessions or get rid of stuff (e.g. gift-giving) especially in the context of their own consumer behaviour.

Strategic Brand Management

Most branding modules focus on what brand perfection looks like. Most organisations do not want perfection they want to use their brand practically to support the delivery of the organisations objectives. This module focuses on the art of the practical not the art of the perfect.

Digital Marketing

You will produce a strategic understanding of the opportunities provided by digital marketing and the challenges of preparing and formulating successful digital strategies. It evaluates the role of digital media in marketing strategy and how new technologies can be embraced for marketing purposes. It evaluates the impact of web based innovations on marketing and consumer behaviour.

Leadership Modules

Organisational Behaviour

Through a mix of theory and case studies we examine people and relationships within a professional context. We explore what motivates employees how people work together and relationships between managers and their staff. This helps you to understand how to manage people in working environments and how to be managed.

Strategy, Change and Leadership

This module encourages you to consider the role of strategy and leadership in shaping and changing organisations. Through exploring the complexities of strategic change you will be encouraged to develop critical insights on what appear to be everyday business decisions. Reflecting on the role of the leader you will appraise different approaches to leadership and examine their impact.

Organisational Development

This module takes a strategic view of organisational development and design and the management of organisations people and change. It achieves this by focusing on organisational diagnosis aimed at achieving strategic transformation of organisations and developing High Performance Work Systems. It also deals with recent strand of scholarly debate on the role of consultancies.

CSR, Sustainable Development and Public Policy

Topics of this module are complex and this complexity make this module unique. With growing awareness on issues such as modern slavery and climate change almost everyone has now heard of these topics and hold views and opinions. At the core these are applied topics with implications for individuals’ businesses societies and economies. Your learning will be very relevant.

Plus

Research Methods Workshop

Ethics in Academic Practice

This module provides an introduction to the Academic Offence framework. By completing the resources you will understand the key principles underpinning the submission of academic assignments. These principles can then be applied to the rest of the modules studied at the university.

The Aston Global Advantage

The AstonGlobal Advantage is our professional development programme that runs throughout all MSc programmes at Aston Business School. Focusing on professional development and employability, this integrated module gives you the opportunity to identify, develop and apply the key transferrable skills you will gain throughout the year. 

Either

Business Project or Dissertation

The Business Project/Dissertation is a chance for you to carry out an original piece of work applying material that you have learnt in the taught element of your degree. Specific requirements will be explained relating to different degree programmes but in summary you must demonstrate both theoretical and practical knowledge of your chosen area of specialism.