MSc Marketing
When can you start this course? |
Course code |
Fees |
Course length |
Entry requirements
 |
You can also start this course in January |
Why choose this course?
About the course
The MSc in Marketing and MSc in Marketing and Advertising provide you with a wide range of knowledge across key marketing disciplines, as well as the opportunity to focus on an area of particular interest to you in the form of your final independent study. You will practice and develop key subject area skills as well as enhance your own personal business and leadership skills. All of which will be of benefit to your future.
The postgraduate marketing programme is designed to make you comfortable with core concepts and theories practiced in safe but realistic business and marketing situations. The marketing masters starts with a common Postgraduate Certificate stage which is shared across both programmes, and some modules shared with the MSc Management also, so that you build a strong network of global colleagues to support, learn and make friends with. You will concentrate on the broad contextual aspects of marketing, developing your knowledge and understanding.
This is continued into the Postgraduate Marketing Diploma stage where you have an opportunity to focus on a general marketing curriculum, or instead, focus on a specialisation in advertising. Whichever route you choose the focus is on subject specific knowledge and practical skills beyond the operational and functional, through the tactical, towards a more strategic level of understanding in a wider variety of marketing environments and global contexts.
At the Masters Marketing level you will complete the taught element of your course and then progress on to the highlight of the course - your independent study. Here you have the opportunity to build on what you have learned on the course so far and focus in a particular area of interest to you. Perhaps you are interested in a career in a particular sector, or in a specific element of marketing? You'll have the opportunity to conduct an in depth investigation into your chosen sector or area - ask interesting questions, review the literature, conduct research, draw conclusions and make recommendations. This also equips you with highly sought after investigative and problem-solving skills.
You will be assessed throughout the course in a variety of ways. The focus is on developing your skills, rather than 'testing' what you can remember, so you'll be undertaking a variety of different assessment methods, each one helping you to develop your practical skills.
The marketing postgraduate programmes have been developed with a range of widely respected international and local companies and organisations, and we've taken past students' views in to account. This means that you are able to deliver to what employers are looking for in their future managers. Our links with local industry also means that the concepts and theories that you are learning are practically applied to current business situations through case studies, company visits, mini projects and assignments. All of this is designed to bring your learning to life and your life to a choice of careers.
Study your degree and gain professional body qualifications
The MSc Marketing is one of only a few marketing courses in the UK that is accredited by The Chartered Institute of Marketing (CIM) for a Dual Award. This Dual Award means that while you are studying for your qualification you also have the opportunity to work towards achieving the CIM Professional Diploma in Marketing as part of your masters programme, enabling you to graduate with an enhanced qualification that is sought after by employers. This additional professional qualification makes you more marketable by distinguishing you from other candidates and is another important step in your career development.
In addition, with appropriate work experience you will be eligible to join The Chartered Institute of Marketing with associate or member status and signatory letters ACIM or MCIM.
Find out more about what subjects and modules you'll be studying...
Postgraduate Certificate in Marketing
- Sustainable Customer Value
- Managing the Dynamic Organisation
- Marketing Metrics
- Marketing Communication
Postgraduate Diploma in Marketing
- Brand Excellence
- Developing Skills for Business Leadership
- Methodology and Research Skills
- Service Ingenuity
MSc Marketing
- Global Strategic Positioning
- Independent Study (triple module)
The Independent Study and Research Skills modules enable you to do an in-depth investigation into a key marketing or advertising topic of your choice - either something you're particularly interested in, or something designed to help you into your chosen career (or both!).
Module availability may change from time to time. Please check with the Faculty Office for further details.
Modules
Stage 1
 Brand Excellence What will I cover in this module?
Module description
One of the key challenges for organisations is to create distinctive, sustainable and differentiated positions for themselves in an increasingly crowded marketplace. This applies to private, public, for profit and not-for-profit organisations, all of whom aim to develop brands that accurately and effectively reflect their own values, personality and aspirations. Branding aims to ensure alignment of organisational goals with the satisfaction sought by customers and, if successful, acts as a platform from which to generate customer loyalty and engagement in the form of co-creation and brand (re)development.
Maintaining successful brands is equally challenging and imperative in order to balance product/ service portfolios and so ensure investment funds for future development.
This module aims to develop a thorough understanding of the role of branding in positioning an organisation both internally and externally. It further provides an opportunity for participants to critically evaluate branding strategies and tactics and, using existing research and frameworks as underpinning, to acquire the insights, skills and competences necessary to develop brands for a range of sector and industry settings.
Learning outcomes
On completion of the module you will be able to:
1. Critically evaluate the role of branding in a range of organisational contexts
2. Develop sound programmes for brand development and management that facilitate the achievement of strategic aims
Areas of study
This module aims to provide students with an understanding of a wide range of principles, contexts and application opportunities to enhance their ability to make valuable contributions to organisations.
• management of corporate brands and identities in a global marketplace
• the impact of Web 2.0/3.0/Twitter and emerging media on brand equity
• aligning CSR and brand
• the role of branding in leading through uncertainties
• the changing role of corporate branding
• brands as relationship builders,
• brand extensions
• brand identity
• brand positioning
• not-for-profit branding
• brands and communication
• services branding,
• evolving nature of brands
• brand personality
• place branding, regional brands, country of origin effect
• brand alliances and co-branding. How will I be assessed?
100% coursework
This module utilises a number of formative assessment points, leading to a summative assessment consisting of an individual 'exhibition' that clearly demonstrates the development or re-development of a brand proposal. This must be underpinned with relevant academic concepts and reflect professional practice and equates to 3500 words How many credits is it worth?
15 |
| Developing Skills for Business Leadership What will I cover in this module?
In the current employment market, successful careers can no longer be built on educational qualifications alone. If you are looking to move into leadership and management positions, you must develop a portfolio of transferable skills at
a professional level.
The overall aim of this module is to enable you to use reflective and personal development planning processes (PDP) to identify, and provide evidence of, your learning and development. You will gain skills to help you identify your own weaknesses, opportunities and threats and find ways to address these.
This will prepare you for the ongoing demands of your career and the need to take control of your own continuing professional development. How will I be assessed?
100% coursework
- 2,000 word in depth reflective statement on development during the m:odule with references to evidence within the portfolio of achievement
- Detailed personal SWOT analysis
- Current CV
- 12 month development plan.
How many credits is it worth?
15 |
| Global Strategic Positioning What will I cover in this module?
Module description
Transaction-based approaches to Marketing and an emphasis on product-line positioning are increasingly questioned. Advances in information technology platforms (and their uses in corporate dialogues), changes in customer's economic and social needs and in their loyalty patterns, shortened product life cycles, the impact of resource scarcities and other environmental threats, hastened mergers, acquisitions and joint venture activities, amongst other things, have changed the rules of the competitive game.
Faced with such changes, traditional methods, frequently characterised by their micro-focus on single exchanges, products or product lines are considered increasingly obsolete and engaged in irrelevant and peripheral activities. Even relational models of exchanges are frequently unable to respond to the demands that new economic realities create for organisations and even nation states. Increasingly, these new realities require organisations to identify, develop and manage unique corporate brand positions and to aim for synergistic benefits from the strategies employed by their SBUs. This requires different skills and approaches when compared to product-line positioning and branding both within marketing and the organisation itself.
Hence this module is intended to introduce you to more recent developments in the deployment of marketing frameworks, plans and implementation designed to address the challenges posed by the 21st century business environment.
Learning outcomes
On completion of the module you'll be able to:
1. Critically evaluate the global strategic positioning of specific organisations.
2. Demonstrate the role and practice of of strategic planning through justified proposals relative to the development / strategic repositioning of organisations.
Areas of study
This module aims to provide you with an understanding of a wide range of both frameworks, and the opportunity to examine the role of these frameworks in an organisational and environmental context.
• The Role of strategic planning
• Strategic planning models and their philosophical and cultural underpinnings
• The role of positioning and organisational precursors to successful positioning
• Positioning drivers, tools and frameworks
• Inhibitors to successful branding and positioning
• Performance measurement systems
• Ecosystems and value networks conducive to successful positioning, including virtual organisations and virtual communities
• Models for Knowledge Management and Organisation Learning to underpin successful positioning How will I be assessed?
100% coursework
This module utilises a number of formative assessment points, leading to a summative assessment consisting of an individual (re)-positioning proposal. This requires you to evaluate the existence of a range of strategic issues in an organisation to identify one of these issues for development into a series of exhibits equivalent to 3,500 words
You will be given opportunities, through both formative and summative assessments, to reflect on your learning to support professional and personal development. How many credits is it worth?
15 |
| Independent Study What will I cover in this module?
Module description
Independent Study normally forms a significant part of a master's programme. This is a major piece of independently researched work, providing an opportunity to carry out an in-depth investigation of a management problem or issue that should normally have a strategic dimension which addresses organisational issues and provides a process for solving management problems.
Independent study will provide you with the opportunity to use and enhance the knowledge and intellectual skills gained during the course, by means of an extensive investigation of a significant management area. The module provides an opportunity for those studying any of the specialist programmes to explore an in depth topic relevant to that programme. It also provides the opportunity for you to reflect on the research experience and use what you have learned to guide their future development via a reflective statement and development plan.
As a result of developing and applying an analytical framework based on a real management issue, participants will be able to enhance your own competencies for undertaking future management research and analysis, will be better able to evaluate the research analysis carried out by others and will be better able to plan their own development.
Learning outcomes
On completion of the module, you'll be able to:
1. Act autonomously in designing a research project that critically evaluates a management problem or issue to a professional standard. The topic should be relevant to the title of the programme and should meet the Universities ethical guidelines
2. Develop and work within an appropriate research methodology to investigate the problem or issue, reviewing pertinent literature and demonstrating strategic awareness within the discipline of the pathway.
3. Reflect on the process of undertaking a significant piece of independent research using the ideas and concepts from the course and plan their future development.
Areas of study
The independent study represents a major learning experience for participant, providing an opportunity to pursue in considerable depth and with suitable academic rigour a specific area of management and/or strategy, building on the study of relevant concepts, models and paradigms.
Each study will be supervised by an Independent Studies Supervisor, appointed by the Business School. At the beginning, and as part of this module, a dissertation/project proposal will be individually negotiated and assessed. The proposal will form 10% of the overall assessment for the module and will have to demonstrate that the proposed research meets the Universities ethics guidelines.
The final work will comprise a dissertation, project or action-based study plus a reflective statement and development plan and will be independently assessed by two tutors, one of whom will be the Independent Study Supervisor. It may take the form of dissertation, project or individually based reports or an action based study. Collaborative arrangements are permitted whereby students participate in a joint group study. Where this happens, a means by which individual effort and contribution are to be assessed will be established and documented at the outset, with the supervisor.
The following lengths of the submitted work will be the norm:
Research Proposal - 2000 words
Dissertation - 12,000 - 15,000 words
Project - 6,000 - 8,000 words
Action-based study - 6,000 - 8,000 words
Reflective statement and development plan - 1000 - 1500 words How will I be assessed?
100% coursework
Coursework 1 - 10% - Research proposal
Coursework 2 - 90% - Dissertation/Project report How many credits is it worth?
45 |
| Marketing Communications What will I cover in this module?
Module description
Communication is an important element of contemporary marketing. In recent years concepts of cross-cultural, multi cultural, intercultural and cross-national communications have converged, which has resulted in generalisations, which have little meaning given the extent of multi-culturalism in many societies.
The aim of this module is to develop your understanding of integrated marketing communications theory and practice in a cross cultural context. The module examines the impact of culture on marketing communication, in particular the various marketing communication tools and enables you to creatively apply the gained knowledge in practical situations.
Drawing on theoretical frameworks and practical applications of marketing communications, cross cultural psychology and customer behaviour, the module will enable you to identify, critically evaluate and apply relevant knowledge and develop viable solutions to complex cross cultural communication challenges.
Marketing Communication explores cultural differences and similarities as well as a structure of how to apply this knowledge to the management of marketing communications. Offering a mix of theory and practical applications, the module reviews classification models of culture and the consequence of culture for all aspects of marketing communications by providing many examples of marketing communications from various parts of the world. It highlights the importance of defining cultural differences and identifying cross cultural segments to better target consumers for improved effectiveness of marketing communications activity.
Learning outcomes
On completion of the module, you'll be able to:
1. Critically evaluate the way cultures operate, their similarities and differences and their impact upon cross cultural marketing communications.
2. Critically appraise and apply their knowledge of cross cultural marketing communications to respond effectively to the subtleties, challenges and opportunities involved.
Areas of study
• Cross cultural marketing communications - issues and challenges
• Cross-cultural understanding of customer behaviour /markets
• Relationship between cultural variables and human behaviour and the implications for marketing communications from a cultural and cross-cultural perspective
• Standardisation and adaptation of marketing communication campaigns across cultures
• Managing cross cultural marketing communications - tools and techniques
• Impact of internet and digital technology
• Developing a framework for cross cultural communication competence How will I be assessed?
100% coursework
Either an individual project or assignment that clearly demonstrates your understanding of the ways communication varies across international and / or national cultures, and applying these understandings in order to present a set of recommendations for more effective and targeted communications.
This must be underpinned with relevant academic concepts and applied professional practice
You will be given opportunities, through both formative and summative assessments, to reflect on your learning to support professional and personal development. 3,500 words. How many credits is it worth?
15 |
| Marketing Metrics What will I cover in this module?
Module description
In any management situation any decision is risky. However, it is important that managers attempt to reduce the risks in their decision making by using a number of available management techniques and tools. Employing these quantitative and qualitative techniques also enables managers to assess the outcomes (and alternative outcomes) of their decisions.
This module concentrates mainly on the 'quantitative' techniques and is designed to provide the foundation for a number of the modules in the programme
Learning outcomes
On completion of this module, you'll be able to
1. Evaluate critically the necessity for qualitative and quantitative analysis in the Strategic context
2. Demonstrate the ability to apply appropriate method in any given situation to aid decision making in a strategic context.
3. Evaluate the results of such an analysis and articulate what has been learned
Areas of study
• Decision techniques
• Introductory statistics, including Estimation, Significance, non-parametric, Correlation and regression
• Network Analysis
• Product Life-cycle analysis
• Life-time value analysis
• Trend/ Time series analysis, incl.
• Demand analysis and forecasting
• Project appraisal, inc.
• Financial appraisal such as DCF, NPV and IRR
• Operations and project management incl.
• Queuing theories, Goal Programming How will I be assessed?
100% coursework - Individual, time constrained assessment or individually written report (3000 words limit)
You will be given opportunities, through both formative and summative assessments, to reflect on your learning to support professional and personal development
How many credits is it worth?
15 |
| Methodology and Research Skills What will I cover in this module?
Module description
This module aims to equip you with an understanding of the processes and ways in which knowledge is developed, understood, and applied. As such the module initially focuses on the social and (social) scientific construction of knowledge from an ontological and epistemological perspective.
The module then focuses on methodological issues of a more applied nature in terms of different types of 'research', selection of research 'problems' and construction of aims, and fundamental methodological strategies such as qualitative versus quantitative data, deduction versus induction etc.
The evaluation of a range of research techniques and development of research skills in terms of data collection and analysis and the management of a research project are is the final element of the module.
The module will require you to design a research project and prepare a proposal so will provide experience in producing reports to professional standards.
Learning outcomes
On completion of the module, you'll be able to
1. Understand and critically evaluate the way in which knowledge is created.
2. Formulate appropriate research aims and objectives and devise an appropriate methodology and rigorous programme of research appropriate to the level of study
3. Understand and apply a range of research and analytical techniques
Areas of study
This module represents a major learning experience for the participant, providing an opportunity to not only develop a range of practical skills required to read, understand and critically evaluate academic literature; but also understand the foundations upon which knowledge is created and disseminated.
The content of the module is constructed around four key themes:
1. The ontological and epistemological foundations of management research (as part of the social science arena), and, hence, the different ontological foundations for the development of knowledge.
2. Methodology and research strategy in terms of research approach (inductive vs. deductive); types of data (qualitative vs. quantitative), access to data (e.g. sampling strategies), and quality of data (e.g. validity, generalisability, or situational).
3. Research methods - the tools and techniques used to identify data sources; capture data; record data; and analyse data.
4. Finally the module will draw all the themes together by way of evaluating the content of a research proposal. How will I be assessed?
100% coursework
You will produce a comprehensive research proposal for a project at Masters level. You will be required to plan a programme of research, setting an overall aim with appropriate objectives derived from your ontological position, critically reviewing the relevant literature, devising an appropriate methodology including appropriate choice and use of research methods and techniques. 3,500 words How many credits is it worth?
15 |
| Services Ingenuity What will I cover in this module?
Module description The business environment of most service organisations is increasingly turbulent, with changes in the economic, social, political and technological environments leading to yesterday's highly sought-after services sometimes becoming unwanted tomorrow. Companies that do not adopt their range of service offers to meet the changing needs of customers and technological opportunities for service/product development are likely to loose out to companies that are more flexible and nimble. Successful new service development calls for systematic processes and infinite innovation in service organisations across a wide variety of service sectors. This module aims to develop a theoretical and methodological base for new services development and introduction to the market. Specifically, you would have to demonstrate awareness of the factors of the business environment that encourage services innovation including: services life cycles; market positioning, repositioning and withdrawal; operational effectiveness and overall strategy of the organisation. As well as identifying opportunities for new service development (NSD), evaluation and implementation, service managers would have to realise that they need to consider a strategy for deleting services that become unprofitable. The module will allow for creativity and innovation in relation to service development and recognition of the challenges that are not only associated with creative service development but the realities of organisational life and need to identify and overcome possible communication and decision-making barriers to move new services from the idea stage to full commercialisation (Grant, 2002). Introduction to the market stage would involve a wide range of decisions to ensure the effectiveness of the new services marketing mix. Learning outcomes On completion of this module, you'll be able to: 1. Identify and critically evaluate factors in the business environment of service organisations that act as drivers for new service development;
2. Apply theoretical and methodological frameworks for new service development at each stage of the NSD process: from idea to market introduction/ commercialisation with further development of the effective marketing mix strategy to support new services' success;
3. Adopt a critical approach both to the changing nature of service provision and participants own developmental needs as likely providers and developers of new services. Areas of study
• Drivers of new service development: analysis, evaluation;
• Demand forecasting: trend exploration, scenario building, marketing intelligence;
• Service design and creativity;
• Services Life-cycle and implications for service development and internal marketing;
• Impact of Relationship-building strategy on new service development;
• Managing service portfolio;
• NSD implications for value/profit chain of business organisations;
• New service concept and new service development processes;
• Building support for new services in organisations;
• The extended marketing mix for services:
• Physical evidence: the impact of the physical environment on the 'servicsape' concept
• Processes: issues of cross functional approaches for effective service delivery. Services blueprinting techniques to aid new services development and introduction.
• People: internal marketing and the impact of this on CRM strategies
• Decision making about service deletion;
• Integrative approach to new services survival: HRM, Operational, Marketing implications. How will I be assessed?
100% coursework Coursework 1 - 60% - Group project and group presentation (15 minutes) Coursework 2 - 40% - Individual reflection report (2000 words) You will be given opportunities, through both formative and summative assessments, to reflect on their learning to support professional and personal development How many credits is it worth?
15 |
| Strategic Directions What will I cover in this module?
This module seeks to challenge the notions of strategic thinking within the global market place. The predications inherent within this seasoned, achievable, strategic plan and their implementation must be viewed within the context of the challenges posed to industries by globalisation and changes in the production and consumption of services. These changing concepts also bring into question the tensions between the academic fixation with historic step stage modelling including the adaption of the classically rigid business paradigms and post modern hedonistic consumer. Strategic choices are the accumulation of functional management developments, and the machinations of the external environment, combined with an ability to be able to predict and be reflective to rapid changes in consumption trends. In a sense strategic directions is an oxymoron. On successful completion of this module you will be able to provide a critical evaluation of current business strategic thinking within the service sector. Areas of study: - the end of the process modelling strategic planning function
- the identification and analysis of operational issues that often conflict with traditional strategic modelling
- The choices inherent within Marketing, HR and Growth Strategies and the factoring of risk and scenario analysis.
- The impossibility of identifying real strategic trends within the market and providing responses to the changing needs and expectations of the consumer
- The ethical dimension of strategic planning and implementation
- The ethnocentric debate within the industry in terms of people management and consumer trends
- Metaphors of strategy and images of people within organisations
- The S.I.L.K road approach to organic strategies
How will I be assessed?
100% coursework Review classic and current modules and assess strategies in line with both these approaches and review fitness for purpose in 2010. Have the models changed? Can the models adapt to current external and internal pressures? Do the current time frames for the decision making process allow for the reflective nature implied in the term 'strategy'? You will choose an area/strategy that relates to your area of study. This will be in the nature of a report or essay, maximum 4,000 words. How many credits is it worth?
15 |
| Sustainable Customer Value What will I cover in this module?
In this module we will consider how organisations must deliver superior and sustainable customer value to achieve long term competitive advantage.
You will learn to critically evaluate and justify, how customer value can be maximised, and recommend improvements to customer services, products and/or processes which help achieve this. How will I be assessed?
100% coursework - Individual time constrained assessment or an individual written assignment (3000-3500 words) How many credits is it worth?
15 |
Your career
- On completion of your masters in marketing programme you will have experienced many different aspects of marketing, and developed a broad variety of marketing and leadership skills. You'll be in a great position to start, or resume, your career in marketing, or even broader business and management areas.
- An MSc is now probably the most widely respected qualification, and a masters in marketing is certainly a clear way to differentiate yourself from bachelors graduates in an increasingly competitive job market.
- If you choose the marketing and advertising route, as well as getting broad coverage in the key marketing concepts and developing your leadership skills, you will be able to differentiate yourself even more than holders of general marketing degrees.
What our students say
"The marketing masters has proved challenging, but I've enjoyed developing my marketing skills, in particular the emphasis on psychology and creativity. I've developed new abilities in communication, leadership and time management, and have become more efficient as part of a team and as an individual."
Gavin Cooper
Current and recent masters marketing students consistently praise the marketing staff for their support during the course. Whilst a challenging course it is fun and clearly designed to set you up in your chosen career path. Testament to this, students keep in contact with their tutor to let them know how they're progressing after graduation!
How you'll learn
Each module is studied on campus, using a blend of lectures, tutorials, self study. Modules are supported by using e-learning materials, through our electronic platform 'Blackboard', and text based resources.
You will have support and access to academic staff throughout your programme, not only in lectures and tutorials, through email, office visits and telephone.
Your learning is also developed through the exchange of ideas and experience from the peer group of students.
How you're assessed
You'll be assessed mainly through coursework. Assessments will often place you in a position of responsibility, so a report format will be a common vehicle to communicate frameworks, analysis and discussion.
Coursework will cover a wide range of assessment types including computer based assessment, reflection statements, group work analysis, practical activities such as developing an investment portfolio, case studies, reports and essays.
The focus is on developing your skills, rather than 'testing' what you can remember, so each assessment method helps you to develop your practical skills.
Anything else?
Learn from industry
You'll be able to take part in occasional company visits, guest lectures and 'masterclasses'.
The residential
You'll take part in the residential activity at the start of your programme, This is a great way to start off your marketing masters. You'll get to know your fellow students and the lecturers you'll be working with throughout the programme.
Scholarships and funding
We have a number of bursaries and scholarships to help you with your fees. Find out more.
International students
Are you an international student? Find out more about how we can help you.
Programme development
The programme has been developed with a range of widely respected international companies as well as past students' inputs so that you are able to deliver to what employers are looking for in their managers. Our links with local industries also means that the concepts and theories that you are learning are practically applied to current business situations through case studies, company visits, mini projects and assignments. All of this is designed to bring your learning to life and introduce you to a choice of careers.
Start dates
If you're from the UK or EU you can apply to study this course in:
- January 2012
- September 2012
If you're from a country outside the EU you can apply to study this course full time in:
- January 2012
- September 2012
Course code
MN5AL
Fees*
UK/EU students
- £510 per single module (you usually take 12 of these modules in total)
International students
*These fees apply if you're starting this course between September 2011 and August 2012. We recommend you check fee details with us though, as they can change. Costs can increase each year and there may be extra costs eg for exams, trips or special modules.
Course length
Full time: one year.
Entry requirements
You'll usually need: A degree of at least a 2:1, or equivalentIf your first language is not ...
You'll usually need:
- A degree of at least a 2:1, or equivalent
- If your first language is not English you will need a proficiency in English (IELTS 6.5)
See www.derby.ac.uk/entryreqs for a full list.
Standard entry requirements
