MA Marketing

In this module, you'll examine the key theories, models, and frameworks that support the identification and assessment of market opportunity, the selection of target markets, and the evaluation of choices available to marketers to ensure successful and sustainable marketing mix implementation. You'll focus on the strategic dimension of marketing, which is a key component of long-term corporate strategy. You'll also explore sustainable competitive advantage and how marketers are required to understand the dynamic environment to identify long-term objectives and deliver short-term tactical marketing solutions in an increasingly digital and sustainably aware world.

This module will allow you to examine the considerations of a digital marketer in addressing the behaviour and expectations of the contemporary customer in both business-to-consumer (B2C) and business-to-business (B2B) markets, be they local, national, or global. Building digital marketing knowledge and practical skills required to deliver digital marketing in the workplace, you'll undertake a practical case study whereby a digital marketing consultant role is adopted.

In this module, you'll engage critically with current controversies and debates in consumer behaviour. You'll explore key issues that have resulted in the transformation of consumers, leading to altered behaviours within a digital and sustainability aware environment. Selecting a topic from your chosen specialist marketing field, you'll then conduct in-depth research on the current issues affecting consumers.

In this module, you'll evaluate the decisions and processes undertaken by international marketers to compete in global markets. Looking at the design and development of market-responsive programmes, you'll enhance your understanding of global marketing, including the selling and distribution of products and services in countries around the world.

This module will help you develop the skills to identify, research, and evaluate consumer data, and make application to contemporary models that assist marketers with the segmentation and targeting of digital consumers. You'll design appropriate and creative communications with the aim of being heard and understood in a crowded marketplace. This will enhance your skills in creating content and copy suited to the campaign tools, media, and audience.

In this module, you'll develop analytical, evaluative, digital, and lifelong learning skills by investigating a pertinent problem in business by exploring a range of relevant literature. You'll work autonomously and apply research methods to design an appropriate research project, managing and carrying out the research, gaining transferable skills which can be directly applied to your future career.

This module prepares you for a 12-month placement by developing effective skills in placement applications, professional identity, and global business mindsets, while building strong foundations in applied business research, including research design, ethics, data sourcing, analysis, academic writing, and reflective professional practice.