Marketing Management Practice

Core modules

Global Marketing

This module provides students with an understanding of international marketing issues. It will prepare students for the challenge of global marketing and enable them to have sufficient knowledge to undertake international related work duties if needed in their careers.

15 credits

Marketing Management

This unit aims to introduce the discipline of marketing to Marketing MSc students. This unit covers the theory and practice of marketing in organisations - which functions embrace developing, planning and coordinating marketing decisions to achieve marketing goals and objectives and build competitive advantage.

15 credits

Contemporary Marketing Practices

Various marketing concepts and practices could be applied in different business contexts. This module will evaluate a range of issues relating to contemporary marketing practices and their relevance to business. In addition, the module will explore how marketing theories vary in different contexts and evaluate their impacts on the practices of marketing.

15 credits

Marketing Communications

Marketing communications covers a dynamic and wide-ranging group of topics that are intended to build and maintain brand equity. These include advertising, sales promotions, public relations, sponsorship, direct marketing, personal selling, and packaging, and involve broader considerations such as ethics and global issues. Current thinking suggests that all communications should be integrated across the organisation; this module critically evaluates the concept of integrated marketing communications and analyses various aspects of marketing communications. Theories of communication are explored using real examples from current marketing campaigns, and a select group from different areas of marketing offer an expert's view of the communications process.

15 credits

International Consumer Behaviour

This unit is designed to provide students with the knowledge and awareness of the theory and practice of consumer behaviour. It explores various dimensions of consumer behaviour and investigates the implications of consumer behaviour for developing marketing strategy in changing environments.

15 credits

Retail and Services Marketing

Various marketing concepts and practices could be applied in different business contexts. This module will evaluate how these retail marketing theories are used in a retail and a services setting. In addition, the module will also examine how the current retail environment affects its business operations. You will be introduced to various services marketing conceptual frameworks and learn about the importance of service quality as well as its measurement.

15 credits

Marketing in Society

This unit deals with the social context of marketing. It draws on a variety of issues engaging contemporary marketing practice and examines the implication of the the adoption of the marketing concept as one of the dominant business aproaches, as well as its widening use as a tool for framing and solving societal issues.

15 credits

Branding

This unit engages students with different theoretical perspectives on the nature of brands, their management, and the relationship between brands and their socio-cultural context. The learning process exposes the students to a wide range of brand examples. Students draw on the theoretical perspectives to write an analytical critique of a specific leisure brand.

15 credits

Marketing Research

This module enables students to gain an understanding on how to conduct research in the marketing environment. The module will evaluate the process and practices of marketing research through the use of different research designs and methods. In addition, the module will examine various types of analytical methods. This module will require students to develop skills in working as groups as the assessments will be based on group presentation and report.

15 credits

Project Dissertation

This unit requires the student to research a topic appropriate to the field of management. The topic chosen by the student must receive approval from a supervisor. A dissertation written by the student should be delivered to the School at the conclusion of the study. The study, and the resulting dissertation, may take the form of an academic research or of a managerial problem-solving exercise. In either case, it requires the student to apply critical analysis and to set the issues within the context of appropriate management literature.

45 credits