MSc Professional Marketing

The advent of globalisation and related factors in all industrialised countries mean it is critical for you to understand and evaluate the dynamism and turbulence affecting different markets in order to contribute to sustain competitive advantage.

Successful organisations of the future will be market orientated and will have to employ individuals who understand the potential impacts of emerging issues upon the industry and how this will affect the firm as a whole.

This module will build upon your existing knowledge of marketing concepts to develop a strategic orientation to your thinking as well as a critical awareness of the latest challenges facing marketing professionals and how organisations are responding.

Strategic Marketing Management has changed from budgeting and prescriptive planning into an emergent process, more accurately conceptualised as strategic thinking.

The world has become more dynamic and complex and this requires you as marketing strategist, or perspective strategists, to develop real understanding and insight in terms of the characteristics of your organisation within the context of its marketing environment.

This module initially examines the issues of strategic marketing development through analysis in a climate of rapid change prior to exploring strategic options and examining their formulation, evaluation and implementation.

Throughout the module you will explore both contemporary and traditional theories pertaining to this area of study and be invited to challenge, explore and develop alternatives as you access the relevance of established academic theory in terms of practical application.

The purpose of this module is three fold: to introduce you to the array of information that marketers utilise; knowledge management; and theory underpinning the practice of social and market research.

Knowledge is critical for businesses to enable them to add value and gain competitive advantage; consequently, knowledge management has developed into an academic field.

You will be introduced to the latest academic thinking on knowledge management and the types of information organisations use to inform decision making such as product development, store design and marketing communications strategies.

The overall focus of this module is on developing and delivering strategic marketing plans to support the delivery of an organisation’s value proposition (not just the marketing function).

The module is therefore designed so that a detailed understanding of the major issues in developing a relevant, agile and flexible market-oriented organisation, which can respond to a dynamic and changeable market environment, is obtained.

This will require you to demonstrate a detailed understanding of the issues concerning the degree of influential leadership required to execute the changes required within an organisation to achieve this both from the ‘top down’ and from the ‘bottom up’.

An understanding of the resources required to implement change within an organisation and to establish the level of competence and capability required too deliver an organisation’s value proposition to the key stakeholders and markets will therefore be developed.

Reputation management is growing in strategic significance. It is an emerging topic, gathering momentum and interest across a wide range of stakeholders from marketing practitioners, the media and academics.

The shift towards ethical consumerism and the need for organisations to be perceived positively makes managing reputation increasingly important for all firms in all markets throughout the world.

Firms that recognise this and prepare resources and plan appropriately now, will position themselves to grow or maintain competitive advantage in the future.

This has implications for how firms manage and resource corporate communications.  Firms need to consider image, brand, personality, public relations and strategic positioning.

Through studying this module you will develop an understanding of how organisations develop their reputations through identity and brand. You will understand the importance of viewing the organisation from a holistic perspective and join together the linkages to deliver corporate communications i.e. how the firm wants to be seen by stakeholders from a strategic viewpoint.

This module will enable you to critically examine major ideas in the field of consumer behaviour and their implications and application to organisations.

You will draw on multi-disciplinary ideas from psychology, sociology, economics, geography and several other subjects that underpin the discipline of consumer behaviour. This means that students from a wide range of backgrounds will find the subject accessible as well as challenging students to view the world from perspectives they may not have previously encountered. As consumers yourselves the insights you will gain into your own behaviour will also be a valuable part of your learning.

This module will evaluate this very creative field and will cover the importance of establishing a presence in both domestic and international markets.

The full communications mix will be considered, including the tremendous growth of being experienced in direct digital marketing, thus enabling strategic success to be achieved within the longer term.

The future of marketing is undeniably digital. The technology is here to stay and becoming more prevalent. It is now clear that every brand or business can benefit in some way from building awareness online, or from rethinking its business processes to make full use of digital channels.

Digital opens new ways to market organisations and individuals.  As a result marketers need to understand how to exploit digital marketing tools and techniques in order to improve the customer value proposition and overall competitiveness.

Digital marketing has evolved from a peripheral element of organisational marketing to one which is at the hub of customer-centric communications in an increasingly multi-channel environment.

This module will ensure that you are equipped to deal with this shift and provide you with a comprehensive understanding of the context of change across the marketing landscape. You will better understand how the Marketer can fully utilises digital marketing in order to maximise the opportunities and mitigate the risks. You will be introduced to current practices relating to digital media and marketing and present theoretical frameworks and models which are relevant to digital marketing practice as the discipline develops.

This is a practical project that will further develop and build upon the proposal you submitted at the end of the Research Skills for Marketers module to address a marketing problem provided by an industry recognised, sponsor organisation (public, private, not-for-profit).

The project will therefore provide you with an unrivalled opportunity to work on a marketing problem, gaining valuable in-sight and hands-on experience of consultancy work undertaken by Professional Marketers in practice.

It is a practical project underpinned with sound academic principles that identifies and addresses a Strategic Marketing opportunity.  It also provides a platform for the further development of major marketing management skills such as self management, team working factors, innovation, risk and profit, etc.

The outcome of your endeavours will lead to a value adding, practical Marketing solution during where you will be able to demonstrate your professional credibility.

This module will broaden your understanding of social and market research and give you the opportunity to apply your knowledge and skills to a range of situations. We begin by exploring the management of market and social research projects in more depth. In previous modules we focus on the process of market research but in this module we look at projects from a management perspective and trends in the way market and social research projects are managed in different contexts. Then we examine emerging issues in social and market research including the impact of technology and social media and the tools that are being used to evaluate digital media. Finally we apply the knowledge and skills you have gained from this and preceding modules to different contexts including projects with children, business to business research, international research and situations in the public and third sector to develop your appreciation of the range of applications of market and social research and increase your awareness of potential career opportunities. 

Where possible we will draw on real life case studies and invite practitioners in to discuss projects they have been involved in. You will be expected to familiarise yourself with the industry and contemporary issues through independent research and reading academic and practitioner journals and magazines. The module will culminate with you drawing this knowledge and skill set together in a time constrained assignment to put your knowledge of market and social research into practice.

This module examines the increasing role of Public Relations, Corporate and Strategic Affairs - within a competitive global environment and strategic marketing communications framework.

The aim is to encourage you to identify and critically evaluate the core elements, and the strategic issues facing internal and external communications - within integrated Corporate and Management functions. Various frameworks will be scrutinised for their academic rigour and professional saleability. Following this, you will be assessed on their ability to present a measured and rational strategic approach within this field.

Finally, you can expect to apply your learning and knowledge in response to the criteria posed by given scenarios, with the professionalism expected from a Public Relations and Corporate Affairs practitioner - in a senior decision-making role.

This module builds on two core modules, Competitive Intelligence for the Marketer and Consumer Behaviour. First we introduce you to the market research industry and the nature of social and market research. We then build on your understanding of research designs by extending your understanding of the principles and practice of qualitative research by examining a range of qualitative research tools. We take a broad perspective and explore cases from the commercial, public and not for profit organisations.

By the end of the module you will have developed a set of robust research skills to enable you to commission and undertake qualitative research. During the ten weeks you will learn how to design a qualitative research study in response to a client brief and collect and analyse data using industry standard computer software. This may be in response to a specific marketing issue or to explore, describe and explain social patterns according to your personal interests.

The rise of employee communication is evidenced by Moreno et al (2010 p, 101), who report that respondents in the European Communication Monitor, 2009, “expect that internal communication and change management will be the second important discipline next year, right behind corporate communication”.

This reflects the growing recognition of the importance of internal communication in successful change management and employee engagement. In general, 42 per cent of employees say that they are not kept very well informed about what is going on in their organisation, only 35 per cent of UK employees are actively engaged with their work (Truss et al., 2006), and up to 70 per cent of change programmes fail (Daly, Teague and Kitchen, 2003, p. 153). Effective, more strategic, employee communication and engagement thus has the potential to significantly improve organisational performance and reputation.

Through studying this module you will develop an understanding of how organisations manage change and develop their brand and reputation through strategic employee communication and engagement. 

You will understand how employee communication and employee engagement are inextricably linked and you will explore current thinking about drivers for brand engagement.

Successful completion of this module will provide you with the sound knowledge and skills base for a career in employee communication and engagement and/or broader areas of marketing management.

The increasing complexity of branding is not limited to the financial realm. More and more, it is the emotional aspects of a brand that actually drive growth and sales - as opposed to hard and fast figures.

Brands are seen as possessing human-like characteristics which allow organisations a means to connect with consumers. In addition, more and more consumers are seeking to define their own cultural groups - due to increased migration, exposure to different experiences and choices available.

Race, ethnicity, nationality, consumption and behaviour as variables are taking more figurative self-defined, tacit and emotional interpretations.

These all result in demonstrating implicit and complicated network variables. This evolution calls for organisations to re-evaluate how they understand consumers and then in turn define them with a view to serving their needs.

Drawing upon the latest insights from academic socio-cultural branding research this module will explain how brand communities form and develop strategies as to how companies can create mutual value with them.

It will address the issues of how evolutionary market forces have lead organisations to challenge and adapt their existing frameworks and business models to develop the ability to deliver innovative branding - across a wide range of cultural groups; without over-fragmentation.

This module addresses the dynamics of client-agency relationships, from both perspectives, at a strategic and senior management level. It tackles the day-to-day tactics and processes related to running campaigns and developing brands.

In this regard, the module will follow a sequential path related to the process of client/agency acquisition, through to campaign management, relationship retention and building; and ultimately providing a platform for brand development.

An emphasis on practitioner input, at the level of strategic decision-maker, will be one of the features of the module – which will assist you in developing the advanced personal skills necessary to shape the marketing agenda, through communications.

This practical orientation encompasses the realities of management, demonstrated across a range of company/campaign/brand case studies.

In addition, you will be given the chance to showcase your creative and academic thinking - demonstrating how it could deliver commercial gains in the professional world.

The key focus is to present a marketing proposition spearheaded through marketing communications tools and channels.

This module will be delivered in part by leading practitioners who will present their own perspective on outstanding digital marketing communications and technological developments.  Their collaboration with students will help develop more insightful digital solutions, capitalising on and helping to drive innovation.  

This module will develop your understanding of what your contribution to the future in digital marketing could be.

In today’s increasingly complex and inter-connected world the ability to communicate across boundaries and cultures is becoming vital.  Many organisations now need to communicate with citizens, consumers, media, shareholders or employees who are situated in another country.  Whether a multi-national business, a global pressure group or a nation state wishing to create a positive reputation for achieving foreign and economic policy goals the ability to deliver global communication solutions is a key PR requirement.

Through studying this module you will develop an understanding and knowledge of how organisations devise and implement global communication solutions. You will gain an insight into the political, cultural, economic and social factors that influence such strategies and how to tackle the opportunities and challenges presented by operating globally.

Strong brands will transcend industries and provide an organisation with a valuable asset.

The basic philosophy of this module is to blend the theory and practice of product and brand management as relevant to operating in a digital world.  Branding is both an art and a science. This module aims to teach digital marketing strategy theories, concepts and models, with an emphasis on strategic & operational decision-making in what is undoubtedly an unpredictable and complex environment.

It is widely recognised that while theory can provide strategic direction, it’s the ability to apply theory, taking into consideration the impact of market forces that often determines the competitive success of organisations in practice. Therefore, this module includes the use of relevant case studies taken from the leading digital players in this space.

Within this module you will develop a comprehensive level of knowledge and understanding of the digital brand management, including the exploration of strategic options, as well as the selection and de-selection of strategic options. Ensuring students can plan to engage in digital environment for both online and offline brands.

Media Relations remains one of the PR practitioners key activities but it must be remembered that the media is not the ultimate audience – it is those target publics who consume the media that we are most interested in and the media’s role in helping to shape and frame opinion.  At the same time, the media landscape is changing.  There is increasing media fragmentation and technological change  which has democratised content constantly impacts on media practice.  Against this there is a backdrop of the rise of celebrity and “lifestyle” coverage.

Technology is also making possible a greater move to a “conversational” age with a range of online platforms that are turning citizens into journalists.  As online interaction becomes more prominent, the PR practitioner must learn to engage with these digital devices and help drive organisational reputation.

The module helps students navigate the changing media landscape and explores how to maximise the opportunities with both traditional and new media, whilst managing the risks.  At the same time, it will take a look at some of the other technologies becoming available that can impact on how we communicate.

This elective focuses on expanding your understanding of data analysis and the acquisition of more advanced skills in using specialist software, thus building on the learning and skills you will have developed during the two core modules Market Research Planning & Qualitative Research and Quantitative Research. If you wish to enhance your knowledge and understanding of data analysis as a manager commissioning research, as a researcher or undertake further study this module is ideal as you will develop advanced skills in both qualitative and quantitative data collection and analysis.

Specifically, we will recap the key concepts and methods covered in these earlier modules during the first session and then focus on more complex methods of data analysis including analyses of variance, correlation and regression and factor and cluster analysis. These are established techniques used in market and social research that marketers and researchers should be familiar with to interpret findings from studies and to apply in their own projects. During the latter part of the module we will return to qualitative data analysis using more sophisticated techniques to improve your analytic skills using Miles & Huberman’s (1994) methodology. During the workshops we will focus on enhancing your skills in using software for qualitative data analysis.

Quantitative Research is one of the modules in the MSc Professional Marketing programme.

Companies no longer need to outspend their competitors to gain share of voice, they can simply outsmart them with the development of targeted online communities or mass engagement through viral videos.  No longer do organisations need to spend thousands on research when they can have the market’s pulse at their finger tips with a quick Twitter search.  New technologies have made it easy for anyone to create and distribute their own content, whilst this creates new and exciting opportunities for marketers; it also means an organisation is as much in the hands of its customers than ever before.

In a climate of transformational change, it is of paramount importance to understand the emergent forces that will shape future digital marketing strategy.  This module examines how marketers can harness blogging, social networks, media sharing, twitter and messaging, social news, forums, virtual worlds but to name a few. You’ll also explore what the convergence of technologies means for customer engagement with digital channels.

This module will introduce you to the latest developments in digital and data based marketing.  The recent proliferation of digital media and digital marketing tools and techniques has resulted in consumers being bombarded with marketing messages both off and on-line on a daily basis.  With this in mind digital marketers are becoming increasingly aware of the need to integrate the variety of messages and channels in order to maintain a consistent brand message. The new digital channels present significant opportunities for data capture and customer loyalty programmes, these will be explored in the context of effective communications.

Students will be able to plan campaigns and understand how to integrate digital activity within the wider communication plan as well as gaining a practical understanding of common monitoring and evaluation techniques.