The MSc Marketing is for the non-business graduate who is interested in how individuals and organisations (including governments) interact in the marketplace for goods and services. Marketing plays a key role in value creation for not only customers and businesses but also for society. Marketing is more than a function. It is a customer-centric, enterprise-wide set of processes, systems, and activities that connect firms and customers in a dynamic global marketplace. Effective marketing requires an understanding of the business as a whole and of the managerial value creation and capture process. Recent market reports have demonstrated that consumers are becoming more discerning and also have more information at their fingertips about products and services. For organisations to compete in this increasingly internationalised and competitive market, they need to have a strong marketing function. This function considers issues such as communications with customers and the behaviours of prospective and current customers. How organizations operate in a digital environment is an integral part of Marketing and as such it is a key feature of the programme integrated throughout the offering.
The programme runs in block mode with four taught modules in semesters 1 and 2, and then a choice for the final 30 ECTS. This challenging and demanding conversion programme is fast-paced, developing a high level of competence in marketing and business across the programme, Modules are delivered over two semesters (September-January & February-May) with the Business Research Project/Placement conducted between May and August. The programme will generally be delivered through lectures, presentations, and intensive workshops, typically in blocks of two full days every two weeks, followed by less structured supervision contact over the third (summer) semester.