Course content
Core modules
After an intensive induction week, you begin with the six core modules: a balance of marketing- and strategy-focused modules which will give you sound foundations in both of these disciplines.
- Issues in Marketing: Theory & Practice
- An in-depth study of current theory and practice of foundation topics in marketing management including customer behaviour, marketing research, and market entry timing strategy.
- Issues in Strategy: Theory & Practice
- Explore the key and current debates in the strategy field and address issues of strategic alignment, strategic change, globalisation, innovation, risk, decision-making, and strategic leadership.
- Research Methods for Marketing & Strategy
- Study key business research skills, crucial for both business and your dissertation, including: recognising validity and reliability in data; exploring, interpreting and presenting data; understanding the methods and role of research; and using research to solve marketing and strategy-related problems.
- The Environment of Business
- No business operates in isolation from society or from competition. Understanding issues of corporate governance, corporate social responsibility, ethics, and the impact of economic and political change is an essential managerial skill.
- Advanced Marketing Management
- Further develop your decision-making skills and learn to critically evaluate strategic marketing analysis methods. Explore the impact of marketing decisions upon the long-term evolution of market structures.
- Advanced Strategic Management
- Further develop your critical and analytical skills and gain a distinctively strategic management approach to the understanding of decision-making. Learn to integrate theoretical and practical perspectives on strategy.
Elective modules
We offer a range of elective modules, which changes from year to year. You will choose three electives. In previous years we have offered:
- Dynamics of Strategy
- Global Business Strategy
- Marketing across Cultures
- Marketing Communications
- Strategic Brand Management
- Strategy in Practice: The Diffusion of New Products & Technologies
Dissertation
You will complete a project in your third term and over the summer, giving you the opportunity to apply the techniques and theories you have learned during the taught modules. You will have a member of staff as a supervisor for the duration of the project, and complete a 15,000 word dissertation.
You may undertake an external consultancy project where you will apply the theory you have learned through the course to benefit a sponsoring organisation. We have links with organisations which offer projects to students on a competitive basis, but you may also choose to generate your own project.
Our sponsored students provided us with a significant piece of work that was of both high academic standard and practical use. It helped us develop our brands' strategies in Russia and find the right partners. The students' presentation to the Executive Team was very professional and the unanimous response was that we should do more of this in future.
Ollie Smith, Head of Insight, Pentland Brands
Alternatively, you may undertake a marketing or strategy-related research project. This may help you specialise in a specific area, or form the basis for further study at doctoral level.
CIM
Our curriculum is approved and accredited by the CIM to provide direct entry onto its Chartered Postgraduate Diploma in Marketing if you choose our elective in Marketing Communications, undertake a marketing-focused dissertation, and meet the CIM's work experience requirements. However, this cannot be guaranteed every year; please contact us if you would like to discuss further.