On our MSc Marketing and Strategy you’ll learn how to make appropriate strategic and operational marketing decisions. You can enhance your employability by developing life-long learning and personal development skills.
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.
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.
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.
Strategic Business Sustainability
The module looks at how sustainable development as a process can lead to a certain level of sustainability within an organisational context. It places sustainability within the strategic orientation of an organisation and as such as it takes a view of sustainability both in the short-term as well as in the long-term.
This module starts with the purpose of strategy including stakeholder and governance issues and introduces tools and techniques for analysing external environments and internal capabilities. You will learn theories and frameworks/ models for assessing and evaluating organisations’ strategic options which are then applied in analysing contemporary case studies and through engaging in a rich business strategy simulation that involves strategic decision-making.
Advanced Topics in Strategy
We explore strategic management from different theoretical angles to build a deeper appreciation of how strategy work is accomplished in practice. Drawing on cutting edge research we examine strategy development pathways, market-led strategies, strategy innovation, corporate venturing alliances and much more. This module provides you with knowledge concepts and tools to deconstruct complex strategy problems and formulate evidence-based strategic responses.
Economic Environment of Business
We focus on key economic concepts and principles that are most useful for businesses and managers. Throughout we stress their application in an international context drawing on their real-world significance and the importance of communicating economic ideas in a clear and precise manner. In this way you will understand the significance of economics in a globalised world.
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.
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.