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Marketing

Overview
Put Marketing at the centre of your business, providing professional marketing education to Northern Ireland's business community for over 40 years.

Summary
Imbued with an emphasis on entrepreneurial thinking and practice, the MSc Marketing programme has evolved in line with the needs of the regional economy which it serves, responding as the learning needs and learning styles of its participants have altered and adapted as Northern Ireland more fully takes its place in the global market.

This course is an academically challenging and strategically relevant programme in advanced marketing study, with a particular emphasis on entrepreneurship. The programme is distinctive in exploring leading edge thinking from scholarly sources, alongside a diet rich in the practical application of marketing.

The programme has been designed in conjunction with senior marketing executives from industry as well as local entrepreneurs. It addresses the strategic imperative that companies must become more marketing focused and more professional and entrepreneurial in the practice of marketing.

About
The overall aim of the MSc Marketing course is to provide an academically challenging, intellectually stimulating programme of study that educates, develops and enhances the professional competence of cognate students of marketing and business. The development of knowledge, intellectual qualities, professional and transferable skills will equip students for middle management and senior appointments in marketing within public, private and social economy sectors.

Within this broad aim, the objectives of the course are to:
• Provide an advanced study of business and management with particular focus on marketing;
• Prepare and/or develop students for a career in marketing and business by facilitating the development of enhances transferable skills necessary for marketing management at a variety of levels;
• Develop students' ability to apply knowledge and critical understanding of marketing and business to complex issues, both systematically and creatively, to improve entrepreneurial marketing and business practice;
• Enhance students' lifelong learning skills and personal development in order to work with self-direction and originality and to contribute to business and society at large.
• Critically evaluate the application and impact of marketing theories and concepts to practical marketing problems;
• Develop strong transferable skills of logical reasoning, creative thinking, effective communication and the ability to critically evaluate contemporary issues;
• Acquire the skills necessary to conceive, design and implement a substantial research project;
• Cultivate highly developed lifelong learning skills and an appreciation for continuing personal and professional development, through self-directed and reflective learning.

Structure & Content
Full time students complete 4 modules (60 credits) in each of the 2 semesters Sept - Jan and Jan - May. A 60 credit dissertation is then completed between May and September.

Teaching and learning
Teaching is delivered via three day interactive workshops led by leading academics and supported by industry experts. The student centered approach focuses on individual needs to deliver relevant up to date content that presents current business strategies. The interactive approach allows students to be creative and innovative with solutions and engage in new business approaches.

Learning is inspired by thought provoking workshops that immerse students in new ways of solving business problems relating to Marketing. Students will have the opportunity to work in a virtual team with students from Finland and Germany to develop a new business idea. The ideas will be presented to a panel of international business investors and academics.

Entry requirements

Entry conditions
We recognise a range of qualifications for admission to our courses. In addition to the specific entry conditions for this course you must also meet the University's General Entrance Requirements. For general entrance requirements go to:
https://www.ulster.ac.uk/apply/entrance-requirements

Entry Requirements
Applicants should normally possess a relevant second class honours degree or better, or an equivalent qualification. They must also possess a level of English language competency acceptable to the University.

Exceptionally, applicants who do not possess academic qualifications at the appropriate level but have substantial relevant work experience may be considered for admittance in accordance with the Faculty's Accreditation of Prior Learning policy.

English Language Requirements
English language requirements for international applicants
The minimum requirement for this course is Academic IELTS 6.0 with no band score less than 5.5. Trinity ISE: Pass at level III also meets this requirement for Tier 4 visa purposes.

Ulster recognises a number of other English language tests and comparable IELTS equivalent scores.

Duration

Attendance
All modules are delivered 'executive style' in a flexible three-day block format and can be paced to individual needs.

The full-time MSc is completed in one year. Full-time participants can also exit with a PgCert after successful completion of one semester (four modules) or alternatively exit with a PgDip after successful completion of two semesters (eight modules).

Careers or further progression

Career options
The average starting salaries for graduate trainees in marketing is £21,461,the average the salary for a marketing manager is £37,305, a senior brand or product manager earns an average salary of £48,296and the average salary for a marketing director is £77,799.

Students should be eligible to apply for marketing positions across public and private sector organisations. Additionally, the skills acquired through completing the programme have inspired some to set up their own businesses.

Past students have gained employment within some of the major global consultancy companies such as PWC, KPMG and Deloitte.

Further enquiries

For further information please contact:
Course Director: Dr Andrea Reid
E: a.reid@ulster.ac.uk
T: +44 28 9036 6995

Subjects taught

The following modules are undertaken during the MSc programme:
Foundations in Management (15 credits)
The aim of this module is to provide a foundation for the modules that will follow and bring all cognate and non-cognate participants to the same level of appreciation and understanding about marketing and related management issues.

Marketing Management (15)
This module aims to develop in participants an appreciation of the breadth and depth of contemporary marketing management at both the levels of philosophy and function.

Consumer Behaviour (15)
This interdisciplinary module, aims to support students' professional decision-making practices by examining the intricate ways in which consumers experience and construct value through everyday interactions in the marketplace.

Strategy & Innovation(15)
The aim of this module is to provide an in-depth understanding of the processes of strategy development and how they create and sustain competitive advantage. It aims to provide participants with the opportunity to develop extensive understanding of their organisational context and competitive environment and from this explore alternative approaches to create and sustain advantage.

Research Methods (15)
The aim of this module is to provide students with an understanding of the processes involved in conceptualising an area of research, backed by a literature review leading to the development of a dissertation outline with an appropriate empirical research methodology.

Digitizing Marketing (15)
This module aims to provide participants with a critical understanding of the key marketing challenges and opportunities within digital marketing in general and social media marketing in particular.

Global Marketing (15)
Given the importance of export-led growth, particularly in terms of a small peripheral economy such as Northern Ireland, this module examines exporting and broader forms of global marketing.

Entrepreneurial Marketing(15)
The aim of this module is to examine marketing and management principles from the perspective of the practicing entrepreneur/manager. The module will re-examine key aspects of marketing theory and will critique these theories from the perspective of the practicing entrepreneurial manager.

Marketing Dissertation (60 credits)
The aim of this module is to provide the means for students to contribute to the development of knowledge in their specialist area and demonstrate mastery of critical thinking.

Assessment method

Assessment is 100% coursework and consists of live business cases within local businesses. Students will deliver high impact business presentations to panels of marketers and industry experts that add direct value to the local business community. The innovative assessment strategies allow students to grow professionally within the marketing realm and provide quality success examples for graduate interviews after successful completion of the MSc programme.

Enrolment and start dates

Start date: October 2018

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