Duration : Two Years
Awarding body : University of Leicester -UK
Intakes : Feb/ May / Aug /Nov
Academic Year : 2012
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What we offer at the BMS...
- Recommended text books and course materials will be provided for all modules
- Regular lectures on each modular subjects
- Special writing skills workshop to support assignment writing
- Wi-Fi Facility
- State of the art facilities
- Digital Library
MSc in Marketing
MSc in Marketing In all aspects of contemporary society, Businesses today face unprecedented change. Increased complexity and competition in both domestic and global markets, together with higher expectations and tougher demands from customers and consumers, require the adoption of more sophisticated marketing. To cope with this new and demanding environment, managers need a greater sensitivity and awareness of the circumstances now facing them. Modern marketing managers rely upon cutting-edge knowledge about consumer behaviour and consumption patterns, strategy formulation and implementation, innovation and new product development to enable the development of long-term relationships with customers.
Programme Modules
Stage 01
Foundations of Professional Knowledge and Skills
Principles and Practices of Marketing
Marketing Theory
Consumer Behaviour
Marketing Research
Stage 02
Branding and Communication
Product Policy and Innovation
Two elective modules - your choice
Stage 03
Research Methods
Dissertation
Elective Modules (Any Two of your Choice)
Computational Derivative Pricing
A Critical Enquiry into Consultancy
Alternative Economies
Benchmarking
Branding and Communication
Business-to-Business Marketing and Supply Chain Management
Consumption, Society and Culture
Critical Approaches to HRM
Critical Perspectives on Corporations and Consumers
Employee Relations
Information Technology in Marketing
International Marketing
International Organisational Behaviour
Knowledge Management
Managing Diversity
Managing Information: Technology and Systems
Marketing of Services
Performance Measurement: Quantitative Approaches
Project Management for IT
Retail Marketing
Shakespeare and Management
Strategic Human Resource Management
The Future of Work
Total Quality Management
Contents
Stage 01
Foundations of Professional Knowledge and Skills This module provides you with the requisite quantitative awareness and analysis of "1.Foundations of ProfessionalKnowledge and Skillsthe production of 'knowledge' within management, marketing and finance and encourages you to begin developing the necessary personal skills for both academic and business environments.
Principles and Practices of Marketing module presents the concepts of marketing in all types of organisations; "2.Principles and Practices of Marketing promotes understanding of interrelationships between the marketing mix elements and an appreciation of marketing in a strategic sense.
Marketing Theory module introduces the main theoretical assumptions and debates that surround marketing to consider how it has developed and grown into the discipline that we recognise today. You will consider the relative value of theory"3.Marketing Theory" compared with practical experience to examine the marketing concept and marketing orientation; the value of generic models in marketing (including the marketing mix framework); the scope and domain of marketing in, for example, its application in the public and not-for-profit sectors; possible future directions in markets and consumer society; and the potential impacts on future marketing practice.
Consumer Behaviour module emphasises that marketing practice and theory is underpinned by in-depth knowledge of the purchasing and consumption behaviour of customers and that effective marketing strategy rests on understanding "4.Consumer Behaviour" of how consumers choose between brands and how best to research consumer markets. It introduces and reviews key consumer behaviour theories and shows how to apply these to 'real world' applications in marketing.
Marketing Research module covers all major techniques used in marketing research and provides examples of research exercises. The focus is on research design; data collection methods and interpretation of data; the impact "5.Marketing Research" of market research on corporate strategy, consumers and society is demonstrated alongside a consideration of the ethics and professional codes of conduct in the market research industry; and the politics and power of research and how its use affects marketing strategy.
Stage 02
Branding and Communication This module introduces and reviews the importance of strong brands and the types of communication used in marketing today to assess how advertising and other marketing communications work; "1.Branding and Communicationthe systems and operations of the marketing communications industry; the connection between advertising and cultural capital, and its impact on business and society.
Product Policy and Innovation This module develops a critical understanding of the role and process of product development and the crucial role of innovation in marketing. It uses case studies to illustrate how individuals "2.Product Policy and Innovationand corporations behave with respect to idea generation, R&D, new product development and market launch. You will learn the concepts and techniques used to analyse innovation and technology policies, initiatives and strategy.
"3.Two elective modules - your choice above
Stage 03
Research Methods introduces the process of social science research and the fundamental debates pertaining to the philosophy of social science. It provides research methods training in a range of techniques which you will "Module 4: Research Methodsbe able to apply as you move on to the dissertation stage of the programme.
The Dissertation provides you with the opportunity to examine a topic of your choice that is relevant to the course. The dissertation should combine a literature review with empirical research and you will be allocated a supervisor "Dissertation who can advise you during the process. In designing, conducting and writing up the research, you will develop core social research and project management skills.