Programme Structure

This module covers current issues relating to the analytical and conceptual tools that will help students to apply global marketing strategies. Students will get an insight into the strengths and opportunities, as well as the weaknesses and threats that are presented when trying to market a product or service in a foreign country. The topics reviewed include the global economic environment, regional market characteristics and preferential trade agreements, social and cultural environments and the political, legal, and regulatory environments. The module also examines global information systems and market research; targeting and positioning, and segmentation.

On this new module, students will learn how to apply marketing techniques to a particular product, product line or brand with a global scope. They will examine the latest branding strategies, with exposure to well-known and up-to-date case studies.

Upon completion of this module, students will understand how to build and manage a brand, in order to maximise a business' profits: an invaluable skill in any industry.

This module is designed to help students to develop their knowledge as to how to apply digital media such as the web, email, mobile and interactive TV in order to effectively market a firm's products and services.

In this module, students will recognise web sites as a profitable channel where marketing and sales effort can be exploited. In addition, students will identify key areas and technologies that could help towards web site optimisation and will get to know how to measure and monitor online customer interaction.

This module will provide you with an awareness of the role of public relations in the many different stakeholder environments within which an organisation is concerned. It will also provide an understanding of all means of communication by which those stakeholders can be reached. This module informs you of the organisational and professional context in which people working full-time in public relations operate.

This module focuses on the challenges and business practices associated with strategic advertising, brand management and managing integrated advertising campaigns. The module will emphasise adverting planning, development and media selection by studying best practices and failure cases of companies operating in the field.

In this module students will look at the development of the sales function as influenced by growing competition, market saturation and up-scaling. Students will critique the relationship between sales objectives, business objectives and the strategic choices that every business has to make. Different sales and sales management techniques are also examined.

This module is dedicated to equipping students with the necessary management skills for effective and efficient key account and sales management, aiming to maximise customer satisfaction and profitability of the company.

This module will broaden student knowledge of the ways in which an organisation develops its strategy process and resources effective allocations. The module will also outline how proper strategic planning processes should be carried out. Concepts and topics such as SWOT, PEST, STEER and EPISTEL analysis (among other business strategy concepts) will be explored.

In order to effectively market products and services, it is essential to get to know the customer first. By understanding consumer behaviour, an MSc Marketing student, would be able to take effective decisions regarding products, price promotion and distribution in order to improve marketing campaigns and support the overall firm's strategic planning.

Topics such as the factors that influence consumer behaviour, concept of culture, social stratification, motivation and personality, purchase behaviour, and eConsumer behaviour will be examined in this module.

The aim of the module is to equip learners with the knowledge, skills, and competencies to create and capture value through the interpretation and development of Global Brand Management.

Students will develop an understanding of the impact of contemporary issues on managing a brand across different cultures and development and implementation of Global Brand Strategies.

The Integrated Marketing Communication module introduces students to the concept and application of integrating the elements of advertising, sales promotion, public relations, direct marketing and other aspects of the marketing mix to support the overall marketing strategy. Emphasis is placed on linking the fundamentals of marketing, and executing a comprehensive, integrated marketing communication program from message development through media selection.

By reviewing this module, students will be provided with a detailed framework and guidance for preparing their Final Project (Dissertation). Concepts such as research processes, types of research, research methodology, and sources of collection and analysis of data will all be reviewed.

The aim of the dissertation is to show the student's ability to carry out detailed research, conduct critical thinking and provide solutions for a specific problem. This final project allows students to develop a project based around their specific career aspirations or using a real-life project.