Marketing Management MSc

Strategic financial accounting:

• Understanding the format of financial reports and financial accounts.
• Analysis of financial reporting.

Strategic management accounting:

• Identify and assess the impact of current developments in management accounting and performance management on measuring, evaluating and improving organisational performance.
• Apply appropriate strategic performance measurement techniques in evaluating and improving organisational performance.

1. To enable students to explore and develop an understanding of the theoretical techniques, concepts and methods    employed in strategic financial management.
2. To develop the ability to apply the theoretical to the practical, through the analysis of data and application of relevant techniques in the context of varied situations.
3. To evaluate and develop a critical and reflective awareness of the importance of the application of relevant, available techniques to the enhancement of strategic financial decision making and business performance.

• The nature, extent and purposes of research in marketing and marketing management.
• Research paradigms in researching areas of marketing.
• Research strategies for marketing and marketing management.
• Research designs, methods and approaches
• Research quality standards: establishing validity, reliability and generalisability
• Research instrument design and sampling.
• Research ethics.
• Research Data Management and Interpretation: collection, organisation, analysis, conclusions.
• Managing a dissertation research project.

The aim of this module is to enable learners to:

1. Design and implement a research project proposal using methodologies and methods appropriate to research questions and objectives within the field of marketing and/or marketing management.
2. Critically analyse and report research findings meeting academic and/or practitioner requirements of a marketing management research project.
3. Develop appropriate skills in preparing, implementing and managing marketing projects.

The following is illustrative of what the module will cover:

• International marketing and understanding the global environment
• Understanding market trends and opportunities for innovation and development   
• Cultural diversity and the implications for international marketing and communication skills
• Development and complexities of the international marketing strategies including the global supply chain
• Intercultural marketing communications
• Implementing and coordinating international marketing operations including market entry and exit strategies

This module is designed to provide students with a comprehensive conceptual and contextual appreciation of all aspects of international marketing – which are hopefully addressed but, in particular, we do consider heavily the all-important cultural issues and frameworks that impact on the entire process. 

The module complements the comprehensive conceptual and contextual appreciation of both buyer behaviour and marketing communications – but here in an international context.  

This unique module further underpins the study of marketing management and as such is another critical and fundamental element to this pathway. It links strategic marketing to corporate strategy, and the necessary strategic decisions required in a contemporary global marketing context.

This module aims to:

• Enable students to critically evaluate theoretical underpinnings that could be employed within the field of international marketing. To enable students to apply knowledge of contemporary international marketing strategies and techniques
• Encourage students to reflect on their own experience and practice as consumers and stakeholders in a global context
• Critically reflect on the changing nature of marketing in a global/international context
• Provide a strategic appreciation of contemporary international marketing

A programme of individual study and research project in accordance with established research principles involving the completion of the following elements:

Marketing Management Project

• Introduction and planning Marketing Management Projects
• Approaches to critically review literature and other sources of data for a marketing management project
• Justifying appropriate data collection methods
• Research ethics
• Undertaking a marketing management project
• Selecting data analysis techniques for a specified research strategy
• Techniques in forming conclusions and preparing implications and recommendations.

1. To provide students with an opportunity to propose justified solutions to a marketing problem.
2. To enable students to develop and apply their existing knowledge to a project and to enhance their ability to collect, analyse and interpret a range of sources of data.
3. To enhance students’ skills to complete a significant piece of research that embodies the ability to clearly communicate a marketing issue, plan and implement a research design and evaluate data in a comprehensive and cohesive project.

• Marketing Manager and leader roles.
• Effective leadership styles.
• Transformational and transactional leadership
• Leading and implementing change.
• Group dynamics and managing marketing teams.
• Politics, power and conflict in marketing groups.
• Emotional intelligence for marketing leaders.
• Personal development: planning the enhancement of personal capabilities for marketing managers.

The aim of the module is to enable students to develop their leadership skills and style in preparation for the role of a marketing manager.

1. To provide students with a critical insight into existing and emerging theory and approaches to leadership and to critically evaluate how this supports effective leadership in marketing.
2. To explore the role of leaders in managing and leading teams in a marketing context and supporting the cohesive group dynamics.
3. To enable students to reflect on the evaluation, planning and application of theory in the personal development of a marketing manager.

The module will cover the approaches and influences in developing a marketing related innovation. The content will cover:

• The need and context of developing an innovation.
• Sources of innovation.
• The alternative management approaches and process in creating and developing innovations.
• Creating the culture and team dynamics for successful management of innovations.
• Managing networks and partners in the innovation process.
• Measuring the effectiveness of innovation.
• Planning the launch of an innovation.

The aims of this module are to provide opportunities for students:

1. To evaluate the factors that initiate and impact the development of an innovation in a marketing context.
2. To critically evaluate alternative approaches and processes in developing an innovation.
3. To explore the influences of culture teams and partners in managing new innovations.
4. To develop a fully justified set of proposals on the approach one or more organisations might take in initiating and developing an innovation.

This module covers some of the key skills needed by a marketing practitioner operating in a digital environment.

Key Themes:

• understanding digital disruption and the impact on digital communications strategy
• Using digital planning frameworks to align business objectives with campaign objectives
• Planning and implementing digital communications tools, which includes: search engine marketing, email marketing, digital PR, content marketing, email marketing, affiliate marketing
• Using segmentation techniques for effective campaign implementation and management
• Developing and using website personas for acquisition and conversion (research and web analytics)
• Planning successful campaigns by developing online value propositions and understanding buyer behaviour
• Branding for digital communications
• Understanding campaign timing and integration issues
• Building online customer relationships

This module provides opportunities for students to:

1. Explore and develop an understanding of the theories, concepts and techniques employed in strategic digital marketing communications and their integration into traditional marketing campaigns;
2. Consider a framework of understanding and critically analyse strategic digital marketing communications in diverse organisational types and in differing contexts and frameworks of operation;
3. Develop an advanced critical understanding of the uses and limitations of digital marketing tools in the business environment and to be able to apply creative solutions to business management situations.