Master of Science - MS

Where candidate's first degree was not taught and assessed in English, a minimum IELTS score of 6.0 (or equivalent) is required, with a minimum of 5.5 in each category. Pearson score 50-57 minimum.

Where candidate's first degree was not taught and assessed in English, a minimum IELTS score of 6.0 (or equivalent) is required, with a minimum of 5.5 in each category. Pearson score 50-57 minimum. Offerings: All

All candidates will be able to demonstrate an ability to benefit from and contribute to the programme. Applicants will be required to complete an application form and supply two suitable references. All entry procedures will conform to University policy concerning race, gender, religion, sexual orientation and differently abled people. Normally, candidates must be graduates of a recognised institution, and hold a minimum second class honours degree. The programme team will also consider applicants with suitable Institute of Direct and Digital Marketing (IDM) or Chartered Institute of Marketing (CIM) qualifications, at Level 6 or equivalent, alongside relevant industrial experience.

All candidates will be able to demonstrate an ability to benefit from and contribute to the programme. Applicants will be required to complete an application form and supply two suitable references. All entry procedures will conform to University policy concerning race, gender, religion, sexual orientation and differently abled people. Normally, candidates must be graduates of a recognised institution, and hold a minimum second class honours degree. The programme team will also consider applicants with suitable Institute of Direct and Digital Marketing (IDM) or Chartered Institute of Marketing (CIM) qualifications, at Level 6 or equivalent, alongside relevant industrial experience. Offerings: All

Critically evaluate different research methods.

Critically appraise the various models of digital marketing management.

Create a detailed strategic marketing plan to support implementation of a chosen digital marketing strategy across a range of international markets.

Adopt creative and imaginative thinking in both problem solving and decision making activities.

Synthesise knowledge of differing conceptions of globalisation and their varied implications for strategic marketing.

Critically review a range of literature including practitioner and academic sources

Demonstrate media planning skills in a digital context, using reach and frequency models for optimum coverage.

Demonstrate effective time management skills in completing projects within an agreed timescale.

Synthesise both primary and secondary data with academic literature to draw evidenced, realistic conclusions.

Apply a range of approaches to devising an organisation's mission, vision, and strategic objectives in relation to changing bases of competitive advantage and market contexts, particularly digital.

Evaluate the key concepts and features of an integrated marketing strategy, and how each of these might be operationalised to provide an organisation with a genuine marketing orientation.

Critically evaluate a range of innovative and creative digital marketing strategy options which synthesise insights from the analysis of external intelligence and internal capabilities.

Develop a reflective approach to evaluating performance.

Create situation specific marketing strategies and plans, drawing on a range of marketing and non-marketing variables.

Execute and evaluate a work based project within the digital marketing field working to a live client brief.

Exhibit presentation skills of a high professional standard

Structure and communicate ideas both orally and in writing.

Understand the need for thorough planning and design in a research project.

Apply and evaluate ethical, social and technological marketing concepts to a range of organisational types in a global context.

Critically reflect on different research philosophies.

Evaluate the major advertising creative and digital strategies and execution styles and apply them to an IMC campaign.

Evaluate differences between strategic and tactical marketing decisions and how each is shaped by a global market context in an increasingly technological world.

Critically analyse and evaluate digital marketing theories, processes and contexts in order to address complex issues, problems and creative and technical challenges.

Evaluate a range of research methods and select appropriately to ensure the achievement of research aims.

Distinguish and evaluate consumer and B2B buyer behaviour in a digital context.

Interpret basic financial statements with a view to understanding the financial position of an organisation to invest in and support strategic developments across traditional and digital marketing functions.

Critically apply marketing concepts using ethical theories with particular reference to digital approaches.

Work effectively and professionally to a client brief.

Critically apply a range of concepts, theories, and methodologies in a digital marketing context in order to demonstrate knowledge and understanding of the links between theory and practice.

Critically reflect on the usefulness and limitations of a range of methods for evaluating strategic marketing environments and organisational capabilities and their transferability across global markets.

Synthesise the different definitions of marketing, and the organisational and environmental characteristics which affect the appropriateness of each definition.

Synthesise branding, positioning, and communications theories and models and their application to IMC in a digital context.

Critically evaluate the changing ethical, social and technological context of marketing and the strategic implications.

Evaluate the use of marketing information to a marketing orientation.

Critically evaluate and select appropriate digital marketing methods.

Communicate effectively using a variety of means.

Understand the financial context within which organisations measure brand equity and set and evaluate promotional spend across traditional and digital functions.

Design a range of digital tools for IMC, including direct and on-line media, PR, corporate communications, PPC advertising, viral campaigns etc and maintaining an awareness of emerging technologies and platforms.

Critically appraise a range of approaches to managing change and achieving cultural re-orientation in organisations.

Demonstrate deep understanding of the different economic, social, technological and psychological theoretical perspectives on buyer behaviour.

Course Catalogue

Marketing - 36473 - MSc