If you’re looking to stand out from the crowd and kick-start your career in Marketing, our MSc Strategic Marketing Management is the course for you. You’ll gain the knowledge and develop the skills you need to become a successful, well-rounded marketing professional. Learn the core concepts, discover how to develop and deliver successful strategy and explore specific areas of marketing, such as digital and brand management.
The course concludes with a Business Project; a substantial piece of work designed to provide you with an opportunity to analyse a business problem and practically apply the knowledge and skills developed during the course.
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You will study four core modules as part of this course, ranging from the fundamentals to advanced-level marketing. Plus, you will have the opportunity to study four optional modules, from specialist marketing areas as well as non-marketing subjects.
Core Module:
Optional Module
Note: Availability of any optional modules will be subject to staff availability and a minimum number of students who express an interest in studying the optional modules.
Tailor the course to suit you by choosing from a wide range of specialist marketing topics and non-marketing modules to study. Select 4 optional modules:
Intellectual Property Strategy and Management
This module will look at intellectual property, strategy and management exploring intellectual property rights relevant to an innovative business and will allow you to practice your understanding of the strategy, strategic management and valuation in commercialising these valuable rights.
Accounting for Non-Financial Managers
This module will give you a good grasp of key finance and accounting concepts. You’ll be competent interpreting financial information, such as company accounts and you to be able to communicate effectively using the terminology of finance and accounting. It will also enable you to use accounting to make informed management decisions.
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.
Marketing Channels and Strategic Salesforce Management
This module addresses theoretic and contemporary practitioner issues surrounding the fields of channels of distribution and sales force management. These areas are highly important to the marketing, selling and distribution of goods in both domestic and international markets. Although all products and services are considered, business-to-business products are emphasized.
Integrated Marketing Communications
This module introduces you to the various elements of modern marketing communications to be applied to a specific initiative within an organisation. You will analyse current trends within marketing communications with the intention to apply theoretical concepts to a practitioner setting.
Consumer Behaviour
This module introduces key theories surrounding consumers and how they navigate through modern marketplaces considering the whole consumption cycle. As a consequence students 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.
International Marketing Management
This module evaluates how organisations operate in the global marketing environment. The module critically explores theories/concepts relating to the global marketing environment, international marketing activities and decisions. Implications for international marketing strategies and actions are also considered through a number of relevant case-studies and practical materials.
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.
Content Marketing
This module provides students with the practical skills to put marketing strategies into effect within a digital age. It will critically explore the theory and practice of content marketing across different digital media in the 21st century.
Strategic Management
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. Students 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.
Insurance-Single: 300 GBP/year