MSc Strategic Marketing
Term 1 Modules
Marketing and Consumer Psychology
The Marketing Psychology module aims to emphasise the importance of understanding consumers in formulating marketing strategy. A particular significance will be placed on the understanding of consumers in the development of an organisational market orientation and on the use of consumer behaviour in the resolution of tactical and strategic marketing problems. You will explore issues around consumer cognitive response to marketing stimuli, how attitudes, motivation and personality affect the things one buys and where and how one shops; and how successful brands can command premium prices through the emotional values they convey.
This module aims to provide a comprehensive introduction to marketing strategy and planning. You will develop an understanding of, and the ability to examine, the internal and external forces that have an impact on marketing strategy. The module is also designed to equip students with the advanced conceptual and practical skills needed to successfully develop a professional strategic marketing plan.
The Marketing Science module aims to develop your understanding of the philosophical foundations of different research methods in addition to helping you establish the links between research questions and research design. You will appreciate the application of the main quantitative and qualitative research designs and be able to design a research project appropriate to the research question.
Stakeholder Brand Management
This module aims to explore what marketing practitioners understand by branding and will demonstrate how marketers create and manage brand equity. You will acquire an understanding of the key strategic brand management decisions in addition to developing your skills in linking theory with practice through the use of case examples.
Term 2 Modules
Integrated Marketing Communications (IMC)
Grounded in marketing theory and consumer psychology, this module focuses on key constructs addressing issues such as the marketing communications process, customer relationship marketing, consumer behaviour, marketing communication psychology, IMC mix and principles of managing IMC. The overall aim is to introduce the foundations of IMC, to discuss the most important features and to analyse the advantages and challenges of implementing IMC.
Three further modules chosen from:
Retail Marketing Management
This module aims to develop your understanding of the components of retailing, to discuss the dominant issues of managing retailing and the recent developments in retailing.
The intention of this module is to provide students with a set of analytical frameworks, concepts and tools for critical thinking about service and service related activities, as well as an understanding of service products, consumers and market, the 4Ps of marketing to services, managing the customer interface and implementing profitable service strategies. It focuses on the key issues in the specialist marketing of services and explains and utilises the service marketing mix to develop advanced strategy for service organisations.
Arts, Heritage and Tourism Marketing
The module aims to develop students’ in-depth understanding of the intrinsic and commercially applied value of tourism and heritage resources and the motivations underpinning the consumption of culture and heritage resources. Students will be able to develop their ability to engage critically with the arts and heritage marketing issues raised by the commodification and commercialisation of culture and heritage and gain a critical understanding of established and emerging destination management and marketing techniques. The module also focuses on Marketing for tourism, destination marketing and events management, an introduction to arts, culture and heritage marketing, visitor engagement and leisure society and contemporary issues.
Business to Business Marketing
The module is designed to raise students' awareness and critical understanding of the significance of B2B marketing. It aims to re-dress the common imbalance of typical marketing programmes, which tend to over-emphasise the importance of business-to-consumer (B2C) marketing. From the outset it is stressed that for every consumer (or end-user) market there are typically several upstream organisations which must deal with each other in products and services before anything is ultimately consumed. The module aims to show that B2B marketing is about trying to manage the complex network of buying and selling relationships between these organisations. Students will gain a knowledge of the significance of B2B marketing, organisational buying behaviour, inter-organisational relationships, marketing channels and supply chains, industrial networks, as well as B2B planning and strategy, business products and services, value and pricing in business markets and marketing communications and personal selling.
The Social Marketing module will enable you to critically develop a systematic understanding of social marketing strategy, principles and techniques for the development of behavioural change programmes and interventions.
This module aims to provide an analytical decision-oriented framework for the development and implementation of global marketing programmes. You will acquire the skills to analyse, select and evaluate the appropriate conceptual frameworks for approaching the five main management decisions connected with the global marketing process. Through the use of case examples, this module is designed to develop your skills in linking theory with practice.