Marketing MSc

Compulsory

• Marketing Communications

  Embark on a transformative journey in our Master's programme in Marketing Communications, delving into the intricate processes, cutting-edge theories, and ethical dimensions that shape the dynamic field. Uncover the pivotal role each element plays in crafting compelling narratives. Gain fluency in key terms and concepts while cultivating a profound understanding of the critical and theoretical facets that drive innovation in marketing communications. Elevate your expertise for a future-ready career.

• MG5561 - International Marketing
  Developing insight and investigative ability to conduct research in developing and implementing market strategies across international sectors.
• Marketing Principles
  Taking the basic marketing concepts and contrasting them with newer relational and service-based perspectives in a module that is designed to be motivational, creative, applied and relevant to today’s marketing practice.
• Strategic Digital Marketing

  Providing a critical understanding of achieving marketing objectives through the application of digital media, data and technology. Understanding and developing an insight into the various components of digital marketing channels and platforms that is designed to enable digital marketers to plan, manage and optimise all aspects of the key digital marketing strategies and tactics relevant to today’s marketing environment.

• Consumer Behaviour

  Develop a critical understanding of how external and internal factors (psychological, social, cultural and economic factors) inform and influence marketing decisions and consumer behaviour in personal buying situations.

• Understanding Business and Management Research
  Quantitative and qualitative methods in management research. Understanding research reports and utilising this information to improve quality of work and decision-making in complex management problems.
• Contemporary Brand Management
  The module aims to provide a critical understanding of current theory and practice of Brand Management field including academic theories, frameworks and models within a business context. Students will be given opportunities to discuss current important issues in the field with a view to developing critical skills of evaluation and appraisal.
• Dissertation (Marketing MSc)

  This module offers you the opportunity to research and write a thesis of approximately 12,000 words. You will undertake either qualitative or quantitative research, involving a research problem in the field of marketing. 

Optional

• Business Planning

  This module promotes an integrative understanding of the challenges and opportunities involved in business planning through practice. Students develop a business plan by integrating all components, such as market opportunity, competition, business models, and financing, into a unified whole. Using illustrative case studies, this module also examines business models’ underlying strategies and decision-making processes.

• International and Comparative Human Resource Management
  Examining human resources strategy and practice for organisations operating across national boundaries, including the EU and its member states, the USA, Japan and South East Asia.
• Creativity, Entrepreneurship and Innovation
  This module aims to define creativity within the context of innovative and entrepreneurial firms. It seeks to analyse creativity at individual, group, organisational, urban and national levels, delineating its vital role in fostering innovation and entrepreneurship.
• Entrepreneurship

  Studying the nature of entrepreneurship and its importance in society. Analysis and understanding of the psychological and behavioural characteristics of the entrepreneur. Overview of the major theories in the field (psychological theory and cognitive theory) as well as the main approaches to entrepreneurship.