Marketing Management (with optional Placement/Project year) MSc

This module guides students in the design and completion of a research proposal in preparation for the research project in marketing. It will cover how to develop the skills to critically analyse and report findings, aligning with academic and industry standards.

Key topics include research paradigms, research methods, data collection and analysis.

The module equips students with the skills to plan, execute, and interpret research effectively, preparing them for advanced academic work or professional marketing projects.

This module covers the leadership skills and knowledge for students seeking to enter management roles in marketing. It explores leadership theories, styles, and their application in managing teams and driving change.

Key topics include transformational and transactional leadership, group dynamics, emotional intelligence, handling conflict in marketing teams and navigate the challenges of marketing leadership.

Students will critically evaluate leadership approaches and reflect on their personal and professional development as future marketing leaders.

This module explores the development and management of innovation in marketing. Students will evaluate key factors that drive innovation, assess different approaches and processes, and examine the role of culture, teams, and partnerships. Topics include sources of innovation, management strategies, team dynamics, network collaboration, and measuring innovation success. Students will learn how to propose justified strategies for organisations to initiate and develop innovations, as well as to understand the principles of how to effectively manage the innovation process from concept to launch.

This module offers a comprehensive understanding of international marketing, emphasising the development of cohesive marketing strategies that adapt to cultural differences. Students will develop a strategic appreciation of international marketing challenges and opportunities, enhancing their understanding of how organisations enter international markets.

Students will explore the international marketing environment, buyer behaviour, evaluation of and developing marketing strategies and actions to account for international cultures, traits and behaviours.

This module examines the preparation of a Digital Marketing Communications Plan that enhances customer engagement and drive marketing success.

Integrating digital marketing communications theory and practice, this module explores marketing frameworks, the role of data analytics in marketing communications, the influence of customer-focused digital technology on marketing communications, customer journey with the decision-making process, the role of search marketing, digital marketing communications methods and media, and performance metrics.

This module equips students with the skills to identify and solve marketing problems through research-driven projects. It enhances their ability to collect, analyse, and interpret data while applying existing knowledge to real-world scenarios. Students will develop critical research and communication skills, learning to design, implement, and evaluate marketing studies. Key topics include literature reviews, research methods, research data analysis and presentation techniques. By completing a comprehensive marketing management project, students will refine their ability to justify decisions, draw conclusions, and provide clear outcomes based on their research findings.