Marketing MSc

  • Programme duration: Full-time: 12 months   Part-time: 24 months
  • Programme start: Autumn 2021
  • Entry requirements: You will need 2:1 Honours degree or international equivalent in Social Sciences, Arts, Humanities and other relevant disciplines. This programme assumes no prior knowledge of marketing, and is less suitable if your first degree is in marketing.
Marketing msc

Module details

Due to the impact of COVID-19 we're changing how the course is delivered

Programme Structure

The 12-month programme consists of eight compulsory modules followed by a research project (Strategic Business Analysis) or dissertation carried out over the summer period upon completion of Semester 2.

Students are required to complete 180 credits to achieve a full MSc.

Compulsory modules

Business to Consumer (b2c) and Business to Business (b2b) Relationship Marketing (ULMS872)
LevelM
Credit level15
SemesterFirst Semester
Exam:Coursework weighting60:40
Aims

Upon completion of this module, students will be able to: Understand and evaluate the theories, arguments and schools of thought that advocate the creation of mutually beneficial longer-term relationships between suppliers and customers; Develop an understanding of relationship marketing strategies, customer equity and the 'total customer experience'; Understand the concepts of market-based and network-based relationship marketing; Develop an awareness of the connections between relationship marketing and related areas such as direct marketing and customer relationship management.

Learning Outcomes

(LO1) Define relationship marketing and critically evaluate the arguments that advocate relationship marketing as a paradigm shift in marketing;

(LO2) Critically appraise relationship marketing in business-to-business (B2B) organisations;

(LO3) Critique the relationship marketing strategies of organisations;

(LO4) Understand the main theories of relationship marketing.

(S1) Adaptability. Students will be asked to meet deadlines and work as part of a team.

(S2) Teamwork. Students will develop teamwork skills in preparing for the group assessment.

(S3) Communication skills. Students will need to communicate the relationship strategies and be asked to discuss these in tutorials. In the exam students will be expected to communicate the ideas of relationship marketing.

(S4) Leadership. Throughout the module students will be working together but also need to be able to show leadership within the team, in order to complete the group assessment on time.

(S5) International awareness. International case studies will be used on the module and students will be discussing cultural aspects of building B2C and B2B relationships.

Marketing Management (ULMS766)
LevelM
Credit level15
SemesterFirst Semester
Exam:Coursework weighting100:0
Aims

This module aims to:

Provide students with an understanding of marketing in terms of academic principles;

Provide students with an understanding of marketing in terms of practical applications.

Learning Outcomes

(LO1) To be exposed to current academic and practitioner issues in marketing management;

(LO2) To be familiar with the key elements of the extended marketing mix;

(LO3) To be able to evaluate the key components of the marketing environment;

(LO4) To appreciate the business advantages of understanding customers: buyer behaviour; marketing research; segmentation; positioning; targeting;

(LO5) To be able to follow contemporary marketing debates.

(S1) Adaptability. Seminars - doing presentations and responding to questions.

(S2) Problem solving skills. Seminars - preparing answers to case study questions.

(S3) Commercial awareness. Examples in lectures and three guest speakers on the module.

(S4) Teamwork. Preparing presentations and responding to questions in seminars.

(S5) Organisational skills. Preparing for groupwork and exam.

(S6) Communication skills. Spoken: groupwork and presentations in seminars. Written: assignment and exam.

(S7) IT skills. Preparing group work.

(S8) International awareness. Working with students from across the globe in seminars - learning about international case studies in lectures.

(S9) Ethical awareness. One of the seminar case studies covers marketing ethics as does one exam question.

Digital Marketing (ULMS855)
LevelM
Credit level15
SemesterFirst Semester
Exam:Coursework weighting0:100
Aims

This module aims to provide students with the knowledge and expertise to enhance their careers in the digital marketing age. In addition to nurturing the digital marketing practitioner skills required by employers in areas such as website analytics and social media metrics, it is intended to build upon and widen the agenda for research into contemporary marketing communications.

Learning Outcomes

(LO1) Develop a critical awareness of the main digital marketing tools;

(LO2) Appreciate the theoretical underpinnings of digital marketing;

(LO3) Develop awareness and knowledge of the role of online marketers;

(LO4) Demonstrate understanding of digital marketing communications strategy.

(S1) Problem solving skills. Via interactive discussions in tutorials.

(S2) Commercial awareness. Commercial awareness is a crucial component of the overall teaching and learning experience of the module.

(S3) Teamwork. Teamworking skills are developed through formative assessment in seminar sessions.

(S4) Communication skills. Nurturing of communication skills is a crucial component of the overall teaching and learning experience of the module.

(S5) IT skills. IT literacy skills are developed through tutorial activities related to digital marketing.

Services Marketing (ULMS803)
LevelM
Credit level15
SemesterFirst Semester
Exam:Coursework weighting0:100
Aims

This modules aims to:

Introduce students to the current thinking and debate on the service-dominant logic of marketing;

Develop the consumer perspective on service experiences;

Identify how sensory perception influences cognitive and affective responses to a service environment.

Learning Outcomes

(LO1) Students will be able to engage meaningfully in the goods-dominant versus service-dominant logic of marketing debates;

(LO2) Students will be able understand how consumers use and integrate their resources in the digital age;

(LO3) Students will be able to incorporate experiential elements in service design;

(LO4) Students will have up-to-date knowledge of consumer perceptions of service quality;

(S1) Adaptability. Lecture and case study material is used to demonstrate the importance of individual and organisation flexibility in a service management context.

(S2) Problem solving skills. Students work individually and collectively in groups on tasks that are set during lectures that focus upon finding creative and imaginative solutions to managerial problems that draw upon detailed understanding of the relevant academic literature.

(S3) Commercial awareness. Commercial awareness is inevitably a crucial component of the overall teaching and learning experience of a services marketing module module. Students work individually and collectively in groups on tasks that are designed to enhance their commercial awareness in a highly competitive environment.

(S4) Organisational skills. Via interactive discussions in lectures.

(S5) Communication skills. Students work individually and collectively in groups on tasks that are set during lectures that focus upon the nurturing of their own communication skills. Such skill development also acknowledges the development of awareness of the importance of verbal and non-verbal (e.g., the servicescape) communication in service management.

(S6) International awareness. Students work individually and collectively in groups on tasks that are set during lectures that focus upon managerial problems typically encountered by international service brands. Overcoming problems faced by such service managers (e.g., regarding service quality enhancement and service failure recovery) should draw upon detailed understanding of the relevant services marketing literature.

(S7) Ethical awareness. Via examples in lectures and various case studies provided to students.

(S8) Leadership. Students work individually and collectively in groups on tasks that are set during lectures that focus upon developing service management skills that stress the distinctiveness between services and tangible goods marketing and draw upon detailed understanding of the relevant academic literature.

Marketing Communications (ULMS521)
LevelM
Credit level15
SemesterSecond Semester
Exam:Coursework weighting0:100
Aims

To introduce the basic constructs of marketing communications and the promotional mix;

To understand and critically evaluate the advantages and disadvantages of various forms of marketing communications;

To examine the ways in which the various elements of the promotional mix can be integrated, and evaluate the various theories of communication and Integrated Marketing Communications (IMC);

To evaluate different perspectives relating to both the production and consumption of marketing communications activities;

To critically examine the IMC planning process;

To review the key theoretical and conceptual issues in different sub-areas of IMC and marketing communications.

Learning Outcomes

(LO1) To gain an understanding of the nature and scope of marketing communications activities and decisions;

(LO2) To review the key theoretical and conceptual issues in different sub-areas of IMC and marketing communications;

(LO3) To gain an understanding of the strategic role of marketing communications;

(LO4) To gain an understanding of cognitive and affective responses to music in advertising;

(LO5) To gain an understanding of the potential range of IMC activities and current trends in IMC;

(LO6) To gain an understanding of new interactive/social media;

(LO7) To gain an understanding of the theoretical perspectives around IMC and theories of communication;

(LO8) To gain an understanding of the marketing research processes through which marketing communications activities are evaluated;

(LO9) To gain an understanding of the academic debates that surround the production and consumption of advertising and marketing communications.

(S1) Problem solving skills

(S2) Adaptability

(S3) Commercial awareness

(S4) Organisational skills

(S5) Communication skills

(S6) International awareness

(S7) Ethical awareness

(S8) Leadership

Strategic Organization (ULMS765)
LevelM
Credit level15
SemesterSecond Semester
Exam:Coursework weighting0:100
Aims

The aim of the module is to develop knowledge and understanding of multi-level processes involved in the conduct and performance of formal organisations and their constituent groups and individuals. Participants will become familiar with leading-edge models and frameworks on strategy and their application to different types of organisations, operating in different environments.

Learning Outcomes

(LO1) Explain why organization is a strategic act integral to performance in and of organizations;

(LO2) Elaborate on the theoretical and practical linkages between organization and factors of the environment, corporate strategy and performance;

(LO3) Describe and evaluate critically, classic and contemporary theories about organisational and managerial effectiveness;

(LO4) Identify processual and structural dynamics in and around formal organisations that shape organisational form, conduct and performance in contemporary environments;

(LO5) Diagnose organisational situations and appreciate alternative choices and approaches for managing people and processes in and around organisations.

(S1) Problem solving

(S2) Commercial awareness

(S3) Empirical research skills

(S4) Ethical awareness

(S5) Organizational skills

(S6) Critical thinking

(S7) Leadership

(S8) IT skills

Critiquing Marketing (ULMS791)
LevelM
Credit level15
SemesterSecond Semester
Exam:Coursework weighting0:100
Aims

To develop the fundamental knowledge of marketing disseminated in other modules and provoke critical thinking;

To provide an opportunity for students to consider alternative approaches to the study of marketing;

To examine the development of marketing thought and theory, as well as contemporary issues, alternative perspectives, and critical insights.

Learning Outcomes

(LO1) Support the development of marketing students as autonomous learners and independent thinkers;

(LO2) Extend the imagination by drawing creative interdisciplinary links within a diverse field of study;

(LO3) Enable future marketing managers to engage with leading-edge theory in a positive and open-minded way;

(LO4) Envisage the impact of current and future trends on the role and implementation of marketing;

(LO5) To encourage further research and enquiry into the 'edges' of the discipline.

(S1) Commercial awareness. The module is designed to help students gain knowledge and understanding of the business world, for example one workshop focuses on how marketeers can respond to ethical consumers while another focuses on how to address the needs of vulnerable consumers.

(S2) International awareness. Many of the issues pertain to globalisation.

(S3) Lifelong learning skills. The module is designed to colour how students approach working life upon graduation.

(S4) Ethical awareness. Each essay that students write in the assessment has an ethical slant.

Consumer Behaviour (ULMS795)
LevelM
Credit level15
SemesterSecond Semester
Exam:Coursework weighting100:0
Aims

The module aims to:

Provide students with the means to develop a critical appreciation of the theory of consumer behaviour: in particular to evaluate the contribution of this knowledge to our understanding of marketing;

Enable students to reflect on the relationship between theory and marketing practice.

Learning Outcomes

(LO1) Understand the nature and scope of the field of consumer behaviour;

(LO2) Understand the contribution of cognitive psychology to the development of our understanding of consumer behaviour;

(LO3) Understand the dimensions and limitations of a behaviourist perspective on consumer behaviour;

(LO4) Understand the role and significance of external influences on consumer behaviour: including reference groups and culture;

(LO5) Have insight into how an understanding of consumer behaviour might be used to develop marketing strategy;

(LO6) Understand critical perspectives on the importance of consumer research.

(S1) Adaptability. Through the assessment process, in particular the group work activities.

(S2) Problem solving skills. Via seminar activities which include case study material and associated questioning.

(S3) Commercial awareness. Via the lecture programme.

(S4) Teamwork. Via class discussion.

(S5) Organisational skills. Preparation for assessment and contribution to seminar activities.

(S6) Communication skills. Spoken: seminar contributions. Written: assignment and examination.

(S7) International awareness. Case studies embedded throughout the lecture programme plus a cultural awareness activity linked to seminars.

(S8) Lifelong learning skills. Seminar work which focuses upon working in teams.

(S9) Ethical awareness. Embedded into the lecture programme plus groupwork activity.

(S10) IT skills. Via assessment activity.

Strategy, Planning and Implementation (ULMS719)
LevelM
Credit level60
SemesterWhole Session
Exam:Coursework weighting0:100
Aims

The aim of this module is to: Support the development of students’ business analysis and strategic decision making skills, and for the students to demonstrate the ability to research, analyze and present information coherently to support a recommended course of action; Develop the students’ knowledge and understanding of how to conduct business research within an academic framework; Enable students to work together in groups to set up and manage a simulated business of their own design. In doing so, participants will manage the interaction and relationships with other group members through negotiation, persuasion, influencing and managing conflict.

Learning Outcomes

(LO1) Demonstrate critical awareness of current research in business and management through independent analysis of a relevant business case;

(LO2) Select and apply appropriate models, frameworks or tools to provide critical analysis of a business case;

(LO3) Research and present convincing and reasoned arguments to formulate solutions for strategic action;

(LO4) Analyse ambiguous information and make reasoned judgements and recommendations within a dynamic and changing environment.

(S1) Adaptability. Developed by working with group members on the business game.

(S2) Problem solving skills. Developed by working with group members to analyse problems on the business game.

(S3) Numeracy. Students will develop some basic numeracy during business analysis.

(S4) Commercial awareness. Developed through the application of knowledge to develop a strategic plan. Preparation of written report.

(S5) Teamwork. Developed by working with group members on the business game.

(S6) Organisational skills. Developed by working with group members on the business game. Preparation of written report.

(S7) Communication skills. Developed by working with group members on the business game.

(S8) International awareness. Developed by working with group members on the business game to understand the international business environment. Preparation of written report.

(S9) Lifelong learning skills. The business game and preparing the SBA report will help skills associated with learning to learn.

(S10) Ethical awareness. Developed by working with group members on the business game. Preparation of written report.

(S11) Leadership. Developed by working with group members on the business game.

Dissertation (ULMS790)
LevelM
Credit level60
SemesterWhole Session
Exam:Coursework weighting0:100
Aims

This module aims to develop an in-depth understanding within a student’s chosen domain of management and business knowledge, and for the student to use this knowledge to analyse a management problem or issue. A preparation phase of the module is included to provide the students with the skills necessary in problem analysis and research in order that they can undertake and independent research project. Thereafter, independent, guided, study and research are used to develop both theoretical and practical critical-thinking skills, and to present their research, analysis and findings.

Learning Outcomes

(LO1) Demonstrate a critical awareness of the advantages and disadvantages of different types of information;

(LO2) Demonstrate awareness of current research and advanced scholarship in relation to their chosen topic;

(LO3) Demonstrate critical awareness of current problems and/or new insights in relation to their chosen dissertation topic and area of professional practice;

(LO4) Critique the strengths and weaknesses associated with those methodological approaches in relation to their chosen topic area;

(LO5) Plan how they will identify and collect appropriate and meaningful evidence in order to investigate fully their selected organisational issue;

(LO6) Plan a large project;

(LO7) Demonstrate critical awareness of current theories, models, concepts, ideas and writing related to the management problem;

(LO8) Critically evaluate current research and scholarship;

(LO9) Select and apply appropriate models and frameworks in order to analyse the management issues and to formulate solutions, or to test effectively, any hypothesis presented;

(LO10) Evaluate, select, justify and apply appropriate research methods to the chosen area of study, in order to ensure that the evidence generated, its analysis and the conclusions drawn from it are valid, reliable and ethical;

(LO11) Research and present convincing and reasoned conclusions and recommendations on the evidence collected.

(S1) Adaptability. Students will acquire the ability to understand different kinds of data associated with academic publications.

(S2) Problem solving skills. Students will acquire the ability to analyse and understand different theoretical approaches associated with academic publications.

(S3) Numeracy. Ability to apply appropriate quantitative analysis techniques to their data analysis (quantitative studies only).

(S4) Organisational skills. Students must organise their reading and research time to ensure the meet submission guidelines.

(S5) Communication skills. Effective written communication skills should be developed during the writing phase.

(S6) Lifelong learning skills. Learning to learn is a fundamental element of the dissertation.