Marketing Management

Middlesex University Business School
London, United Kingdom

Course Format: Classroom | E-learning | Virtual Class | Online | On-site | Blended | Self-paced

Course Description:

'' This extremely popular and professional programme considers marketing from the perspective of the entrepreneurial company as well as the multi-national corporation, providing an integrated study of effective strategic marketing management. The programme provides an integrated study of the theory and practice of effective and successful strategic marketing management.

Through this specialised course we prepare you for interesting and varied careers as marketing executives and managers. We look at marketing at local, national, European and global levels developing skills in strategic analysis, problem-solving and decision making.

N599
Provides specialised knowledge in selected aspects of marketing to further your career goals. We provide a week-long residential in a UK city where our students experience first-hand the decision-making process taken by marketing directors and all travel and hotel costs are included in the course fees. Our marketing students are highly international. Every year we have students from different countries around the world this is a unique benefit of study at Middlesex. Our marketing lecturers are passionate about marketing, involved with consultancy projects and many are well known for their pioneering work in academia and industry. We offer a regular programme of guest lectures by prominent speakers on key issues in business and marketing. We are conveniently located on a stunning modern campus, less than 30 minutes by tube from the centre of London. Special features:
Provides specialised knowledge in selected aspects of marketing to further your career goals. We provide a week-long residential in a UK city where our students experience first-hand the decision-making process taken by marketing directors and all travel and hotel costs are included in the course fees. Our marketing students are highly international. Every year we have students from different countries around the world this is a unique benefit of study at Middlesex. Our marketing lecturers are passionate about marketing, involved with consultancy projects and many are well known for their pioneering work in academia and industry. We offer a regular programme of guest lectures by prominent speakers on key issues in business and marketing. We are conveniently located on a stunning modern campus, less than 30 minutes by tube from the centre of London. Marketing is a key management discipline that impacts on all of an organisation’s activities. This course covers a broad range of marketing-related issues, concepts, and theories. You also have the choice to develop your knowledge and skills in particular specialised areas of marketing. You will learn how to deal with complex issues in a dynamic business environment. You will study marketing strategy as a key business tool, including an analysis of the core components of marketing management, such as marketing communications, market research, consumer behaviour and product/brand management.

Programme Content:
Marketing is a key management discipline that impacts on all of an organisation’s activities. This course covers a broad range of marketing-related issues, concepts, and theories. You also have the choice to develop your knowledge and skills in particular specialised areas of marketing. You will learn how to deal with complex issues in a dynamic business environment. You will study marketing strategy as a key business tool, including an analysis of the core components of marketing management, such as marketing communications, market research, consumer behaviour and product/brand management.

Normally a second class honours degree or above, or overseas equivalent qualificaiton. We also consider applicants without a degree who have extensive (minimum three years) managerial experience in sales or marketing.
Compulsory

Contemporary Marketing Strategy
This module will give you the framework for analysing marketing processes from a strategic and managerial perspective in a diverse range of organisations. You will focus on the development and implementation of marketing strategies in order to gain a competitive advantage in a highly volatile environment.

Research in Marketing
You will develop the ability to evaluate and interpret the role of market research in order to inform strategic marketing decisions, as well as the ability to analyse both primary and secondary data to assist decision making and strategy development.

Branding and Consumer Behaviour
Develop your knowledge of relevant theory and practice issues relating to strategic brand management and the consumer behaviour in relation to initial and repeat brand selection, purchase and usage. Using a critical analytical approach you will review current and evolving theories in these areas explore the role of strategic brand management decisions and in-depth consumer behaviour understanding within wider strategic marketing management behaviour.

Dissertation
The final component of the course is a dissertation which is a focused and directed investigation of a specific issue within the strategic marketing management area.

Optional (choose one from the following)

Contemporary Issues in Marketing
Develops your ability to understand the dynamic nature of the marketplace, appreciate the rapidly evolving nature of several issues which have the potential to impact on real-world market practice, and to enable you to explore the potential impact of these issues on a range of marketing activities.

Entrepreneurship, Innovation and Small Business Marketing
You will develop your understanding of the potential requirements and pitfalls of a small business enterprise and management through a critical examination of the rapidly expanding knowledge base of research and practice. In seeking to identify the ways in which smaller companies can be considered to be distinctive from the larger organisations, the module involves adapting and applying concepts and skills learned in other business studies and management courses.

eMarketing and Innovative Technologies
You will explore the use of technology for marketing purposes, evaluate the comparative roles of online and offline marketing practice, and assesses some of the broader issues related to electronic marketing. The module addresses how technology can be successfully integrated within the larger context of successful marketing plans.

Creative Communication Strategies
This module promotes creative advertising practices to enhance Brand Strategies which are creative and innovative, and to provide critical understanding of concepts, frameworks, and models for understanding and thinking about creativity and innovation in brand development of new and existing products and services.

Service Learning and Volunteer Marketing Project
You will develop your ability to integrate relevant marketing theory and real-world practice through a project based on volunteer activity, with a registered charity or approved service-organisation. The project is based on a learning agreement with you in conjunction with the relevant organisation and the module leader.

Modules:
Compulsory

Contemporary Marketing Strategy
This module will give you the framework for analysing marketing processes from a strategic and managerial perspective in a diverse range of organisations. You will focus on the development and implementation of marketing strategies in order to gain a competitive advantage in a highly volatile environment.

Research in Marketing
You will develop the ability to evaluate and interpret the role of market research in order to inform strategic marketing decisions, as well as the ability to analyse both primary and secondary data to assist decision making and strategy development.

Branding and Consumer Behaviour
Develop your knowledge ...''

Phone:+44 (0)20 8411 5000

School Address:

Middlesex University Business School
The Burroughs
London
NW4 4BT
United Kingdom


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