MSc Marketing

Programme Overview

This module is designed for students to develop a comprehensive understanding of research in general and business. Both academic business research and business consultancy research are addressed in the module. 

The module examines the concepts and theories underlying research, as well as the practice of research. The module has an applied focus. The readings and assignments are designed to identify a feasible research topic and develop a research proposal for academic business or business consultancy research. How research problems and questions may be identified, and the process of achieving thoughtful, effective and efficient research design are examined. The importance of the literature review and how it can be carried out for optimal effectiveness in research are investigated.

In addition, the module provides an overview of research methodologies and methods and the techniques of the research process as applied to business, whether as a business consultant or as an academic researcher. The philosophical and epistemological assumptions underpinning the research approaches and methodologies, as well as their role in determining the design and implementation of the research, are studied. Besides these aspects, the ethical aspects of research and consultancy are also addressed. 

Programme Overview

This module is a continuation of Research Methods for Business and Management I in which the student will complete the project or dissertation presented in the first module. 

Programme Overview

Brand management provides the necessary foundation to understand the role of a brand, its various components—both tangible and intangible, how these components interact, and how they work together to create the target consumer’s desired relationship with the brand. In this course, you will explain brand investment and articulate its values. You will also plan a unique value proposition and a differentiated position. Finally, you will use brand elements and ongoing, actionable brand metrics.

Programme Overview

You will be introduced to effective integrated marketing communication strategies for organisations. It provides an overview of managing the marketing function, including segmentation, targeting, positioning, customer decision-making, market and environmental analysis, marketing planning, and strategy. Emphasis is placed on understanding the role of advertising and other promotional tools in the IMC program of an organisation to achieve effective marketing campaigns based on clear objectives, market segmentation, and target marketing within established time and cost parameters. The development of a promotional program requires an understanding of the overall marketing process, communications theory and processes, marketing communications tools, consumer behaviour, and marketing communications organisation structures and operations. This course will examine the process by which integrated marketing communications programs are planned, developed, executed, and measured.

Programme Overview

You will explore the key concepts, principles, and best practices of digital marketing analytics. Students will examine the best methods for obtaining, analysing, and presenting insightful digital data to influence consumer behaviour and support digital marketing strategy. This course gives students a foundation of how digital analytics assists strategic planning in various digital channels. with a particular focus on websites, mobile applications, email marketing, social media, and other digital mediums. 

Programme Overview

Students will develop a theoretical understanding of the internet marketplace. The necessary skills to perform daily digital marketing functions and the ability to improve a firm’s online presence will be developed. Students will practice concepts such as A/B testing, Conversion Rate Optimisation, conducting key word research and building marketing strategies.

Programme Overview

This module examines specific issues involved in developing and executing marketing strategies on a global scale as opposed to a domestic scale. The course is intended to provide a thorough understanding of global marketing strategies, including:

• Fundamental trends underlying convergence of world markets.

• Pitfalls and challenges of entering other countries.

• Ways to design global marketing strategies.

• The impact of organisation structure, management processes, culture, and people on global marketing strategy implementation.

• The important and unique role emerging markets play in global marketing strategies.

The module will help you achieve your career goals as you work – as virtually all of you will – in or with companies that are active in the international marketplace as well as domestic companies that face active international competitors.

Programme Overview

This module introduces effective integrated marketing communication strategies for organisations. It provides an overview of managing the marketing function, including segmentation, targeting, positioning, customer decision-making, market and environmental analysis, marketing planning, and strategy. Emphasis is placed on understanding the role of advertising and other promotional tools in the IMC program of an organisation to achieve effective marketing campaigns based on clear objectives, market segmentation, and target marketing within established time and cost parameters. The development of a promotional program requires an understanding of the overall marketing process, communications theory and processes, marketing communications tools, consumer behaviour, and marketing communications organisation structures and operations. This course will examine how integrated marketing communications programs are planned, developed, executed, and measured. 

Programme Overview

This module explores the design and implementation of the best combination of marketing efforts to carry out an organisation’s strategy in its target markets. You will develop an understanding of how an organisation can benefit by creating and delivering value to its customers, and stakeholders, and the skills in applying the analytical concepts and tools of marketing to such decisions as segmentation and targeting, branding, pricing, distribution, and promotion.

Programme Overview

This module introduces concepts, tools, and practices of project management. The course adopts a managerial process approach to Project Management, which consists of initiating, planning, executing, controlling, and closing the project. Major topics will include project scope, project time, project cost, project quality, project risk, project resources, project communications, and effective project manager. 

Programme Overview

This module examines the key concepts of social media marketing and how to incorporate social media into your strategic business plans. You will learn how to create a social media marketing plan and how to incorporate it into your overall business objectives. You will also investigate the various Social Media Marketing tools available and determine which ones are the best fit for your goals. Finally, you'll learn how to measure your Social Media initiatives and how to leverage the data to build better strategies.