Marketing MSc

The module interrogates the concept of 'the consumer' and 'consumption'. It examines behaviour across the consumption cycle (through production, acquisition, use and disposal) addressing individual and contextual factors that shape behaviour at micro and macro levels.

It reviews the roots of research into consumer behaviour and consumption, covers particular theories and bodies of literature (for example, decision making, learning, habits, socio-cultural processes). It provides opportunities to apply theory to consumer behaviour and consumption in a variety of context and to assess the implications for commercial and non-profit organisations, public policy and consumers themselves.

The module covers operational perspective on:

• nature of marketing in the global economy
• managing products, services and brands
• new product development
• pricing
• integrated marketing communications
• internal marketing
• managing distribution channels
• experience marketing
• sustainable marketing

Lecture topics to include marketing strategy and business performance, strategic marketing planning, understanding the market environment, market segmentation, targeting and positioning, strategic choices, developing and analysing strategic options, implementing marketing strategies, strategic marketing thinking, marketing analytics, big data, behavioural data, marketing simulation game.

The module discusses the marketing concept and the effects of marketing from different perspectives, using a macromarketing approach. It critically examines foundational and contemporary issues in the theory and practice of marketing and discusses the broadening domain of marketing. It introduces students to the notion and practice of critical thinking and the field of critical marketing.

Areas covered may include, for example, manipulation versus sovereignty of consumers, consumer vulnerability, and meanings and culture of consumption. Adopting a transformational agenda for marketing, this module also explores the role of sustainability and ethics in marketing.

Possible topics include:

• the research process in marketing contexts
• interviews and focus groups
• observation and ethnography
• analysing qualitative data
• evaluating and presenting data
• designing and conducting survey research
• experimental design
• T tests and chi square
• ANOVA and regression analysis
• factor analysis
• writing research proposals

Marketing project on a topic in the area of marketing, selected by the candidate, in consultation with the Course Director and a member of staff designated as Project Supervisor.

Examples of appropriate projects might include (but are not limited to): a marketing communications plan, a market entry analysis for a new (international) market, a launch plan for a new product or service, a consumer (business-to-consumer context) or buyer (business-to-business context) market analysis for a specific product, a strategic marketing plan for an SME or a new venture.

Dissertation on a topic in the area of marketing, selected by the candidate, in consultation with the Course Director and a member of staff designated as Dissertation Supervisor.

The module provides an introduction and overview to branding and marketing communications research. It explores the nature of branding and marketing communications practice and theory.

The content of this module will serve as an introduction to the main theoretical and managerial concepts and issues in the area of business-to-business marketing and will focus on aspects of strategic marketing relationships between companies and other stakeholders. Possible topics may include:

• What is a market? A service ecosystem approach to understanding markets
• Organisational buying behaviour and market structures
• How do markets work? Creating and shaping new markets and maintaining market dynamics
• Market relations and sustainable competitive advantage
• Forming business networks: business network partnership attraction
• Business-to-Business marketing strategies
• Innovation in business networks
• Managing business networks: communication, coordination and learning in business networks
• Strategic market relations in the digital world 
• Branding and building loyalty: value co-creation in network partnerships

Lecture topics may include digital marketing definition and concept, digital marketing media, digital marketing communication strategy, digital advertising, social media marketing, email marketing, mobile marketing, content marketing, e-commerce vs digital vs internet marketing.

This module is concerned with providing an understanding of the theoretical and practical issues relating to environmental, economic and socio-cultural sustainability in tourism. A day-long compulsory field trip forms an integral part of the teaching of this module.

Topics covered may include:

• tourism management for natural resources
• ecotourism and nature-based tourism
• ethics
• socio-cultural sustainability
• stakeholder engagement
• community wellbeing
• economics of sustainable tourism
• social impact of tourism