Introduction
Why Attend?
Programme Details
Content
Course Descriptions
Learning Outcomes
Admission
Aims
The MSc in Strategic Marketing programme aims to enable students to:
- Take advantage of the advanced study of organisations, their management and the changing external context in which they operate ('organisations' should be interpreted to include a wide range of different types including, for example, public, private and not-for-profit, together with a comprehensive range of sizes and structures of organisations; similarly the term 'business' should be interpreted generically).
- Prepare individuals for and/or development of a career in marketing by developing skills at a professional or equivalent level, or as preparation for research or further study in the area ('preparation or development' should be interpreted as the development of a range of business knowledge and skills, together with the self-awareness and personal development appropriate to graduate/management careers in marketing; this includes the development of positive and critical attitudes towards leadership, change and enterprise, so as to reflect the dynamism and vibrancy of the marketing environment).
- Develop the ability to apply knowledge and understanding of marketing to complex issues, both systematically and creatively, to improve business and management practice ('application of knowledge and understanding' should be interpreted as the ability to convert theory into practice from a critical and informed perspective so as to advance the effectiveness and competitiveness of employing organisations).
- Enhance lifelong skills and personal development so as to be able to work with self-direction and originality and to contribute to business and society at large ('lifelong learning skills' should be understood to include the development and enhancement of a range of general transferable intellectual and study skills, which, while being highly appropriate to a career in business, are not restricted to this).
Learning Outcomes
The programme’s overall learning outcomes, derived from the individual modules, are to enable the student to develop and enhance your knowledge, understanding and skills profile across a range of areas. In particular the programme is designed to:
- develop an understanding of Strategic Marketing issues, roles and activities within organisations by exploring the balance between theory, practical skills and knowledge in order to prepare for a career related to Strategic Marketing;
- understand the core concepts, principles and techniques within Strategic Marketing;
- explore how these can be applied in practice with the help of sophisticated analytical and support tools available;
- identify and familiarise yourself with the extensive bodies of knowledge and best practice literature that supports Strategic Marketing;
- equip students with the necessary knowledge, skills (including thinking skills and general skills) and competencies to achieve the appropriate level of postgraduate award, and to continue their lifelong learning and development.
- allow students to undertake a dissertation in an area related to Strategic Marketing, and present research findings in an acceptable and appropriate manner;
- develop in students the inter-personal, organisation, communication and ‘soft skills’ necessary for effective Strategic Marketing;
- allow students to work effectively and sensitively with others from different cultural backgrounds, particularly relevant to project environments.