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Course Description

Today's most successful companies share a commitment to anticipating and satisfying the needs of customers in carefully defined target markets. These organisations have understood that marketing is not some kind of magic formula nor is it about persuading people to buy something they don't want. They make it their business to deliver consistently superior value to their customers, they motivate everyone in the company to make this happen, and market share and profits follow. Our programme will help you acquire specialist marketing knowledge and skills, enabling you to: * Critically evaluate the relevance of theories of marketing and related activities to organisations * Apply and adapt theories of marketing management for use within industry * Demonstrate creativity and original thinking in the design and applications of solutions to different problems * Evaluate the possible implications of new innovations and theories to the future development of marketing management that are vital to a wide range of commercial, public and not for-profit organisations Delivered by marketing tutors who want to help you explore this dynamic and challenging subject, MA Marketing will update your knowledge and enhance your understanding of the principles and theories underlying effective marketing practice and provide your employer with leading edge marketing skills. This programme has been approved and accredited by The Chartered Institute of Marketing to provide direct entry onto the CIM's Professional Postgraduate Diploma in Marketing. A Master's qualification will provide you with credibility in a highly competitive field and the confidence you will need to obtain the most sought-after roles. In particular, it demonstrates a commitment to marketing and an expertise in the field, immediately enhancing your career prospects. The part-time weekend mode is open to experienced marketers who hold the Chartered Institute of Marketing Professional Diploma (Level 6). The curriculum is slightly different in order to offer students units which they would not have studied previously ? see part-time course structure at end of page. Unit descriptions Business to Business Marketing You will learn about organisational buyer behaviour, B2B segmentation, business products and services, relationship marketing, use of technology in B2B marketing, channel marketing, personal selling, and key account and sales management. Buyer Behaviour This unit covers behaviour learning models, cognitive and ebuyer behaviourial models, perceived risk, consumer involvement, attitudes in the buying cycle, influences on consumer buyer behaviour, and the differences between on and off line buying. Contemporary Issues in Marketing This unit aims to expose you to contemporary and often controversial issues ranging from ethics, the environment to globalisation. Digital Marketing Strategy You will explore how digital technologies are used within marketing and evaluate their strategic effect on business strategies. The focus is on how the use of digital technology and digital media in marketing affects operations, decision-making and strategic advantage. Global Marketing Management This unit covers world trade patterns and blocs, researching and analysing world markets, analysing culture, developing world-class products, global segmentation, modes of market entry, international communication, and monitoring and controlling global markets. Marketing Communications You will examine buyer behaviour and its impact on marketing communications, strategy, planning and integrated marketing communications, goals and positioning, product and corporate branding, public relations, direct and interactive marketing, industry and agency relationships and evaluating marketing communications. Marketing Concepts This unit explores the fundamental concepts, principles and practices of marketing, which includes business orientations, macro and micro marketing environments, segmentation, targeting and posi

Today's most successful companies share a commitment to anticipating and satisfying the needs of customers in carefully defined target markets. These organisations have understood that marketing is not some kind of magic formula nor is it about persuading people to buy something they don't want. They make it their business to deliver consistently superior value to their customers, they motivate...

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