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Marketing with or without Advanced Practice

Do you want to progress your professional career in marketing? Are you looking for ways to develop your creativity, innovation and entrepreneurship? The MSc Marketing programme will transform you into a strategic thinking marketing professional giving you the tools, tactics and mindset to continually learn, evolve and get results.

With over 40 years' experience providing professional marketing education, we have collaborated with industry and international partners to create a current and professionally relevant course sure to nurture, challenge and empower you.

Covering topics such as Strategy and Innovation, Digital Marketing Communications, Marketing Analytics, Foundations in Management, Marketing Management and Global Marketing, the content is designed to provide you with insight and knowledge that will help you make an impact in your current and future roles.

A Masters with Advanced Practice allows you to gain real-world experience as part of your course by offering you the opportunity to complete either an Internship or an Applied Consulting Project, working on real-world issues faced by industry.

Entry requirements

Entry Requirements

Applicants should normally possess a second class honours degree or better in any discipline, 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 experiencemay 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 with Advanced Practice is completed in two years. 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

On completion of the course, you will graduate ready to drive business success, identify new business trends, deliver complex business solutions and build customer relationships, helping you make meaningful change and get results.

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

Further enquiries

Contact
Admissions
T: +44 (0)28 9036 6309
E: admissionsjn@ulster.ac.uk

Dr Andrea Reid
T: +44 (0)28 9036 6995
E: a.reid@ulster.ac.uk

Subjects taught

The following modules are undertaken during the MSc programme:

Semester 1 modules

Foundations in Management (20 credits)

All business activities occur within an organisational context, and all organisations require effective and efficient management. Organisations are highly complex and dynamic goals led open social systems, comprised of numerous interdependent and inter-related variables. This module introduces students to the subject of management, organisational structures and strategy. Students will develop a critical knowledge and understanding of the structural configurations, which organisations can assume, and the environmental and strategic factors, which influence this structure. Students will explore management's role within organisations, as well as how managers can grow successful business within today global business environment.

Marketing Management (20 credits)

This module is designed for graduates to deepen their knowledge concerning the nature and character of fundamental marketing principles, their inherent inter-relationships and how marketing can be effectively managed both as a function and a philosophy. It builds on this to provide knowledge to increase understanding of the important concepts, processes and frameworks of marketing management decision making from both an operational and strategic perspective.

Strategy & Innovation (20 credits)

Strategy consists of the analysis and decisions an organisation undertakes in order to create and sustain competitive advantage. Understanding these interrelated processes is crucial for creating and developing organisations. This module explores these decision areas from a range of contemporary perspectives focusing particularly on innovation and business development using innovative business modelling techniques.

**Students are given the unique experience of working in an international virtual team to develop a new business idea and present to international business angels. Involves workshops in Finland and Germany (students are required to cover cost of travel and accommodation for these trips. Tuition is included with student fees). **

Semester 2 Modules

Marketing Analytics (20 credits)

This module will seek to provide students with an in-depth understanding of qualitative and quantitative data analysis methods. Students will use the latest analytics software packages to digitally research defined problems and develop business reports that present this data in a coherent manner. They will study their application to both business and academic contexts. Students will learn to manipulate data from a variety of industry databases and social media sites such as Facebook and LinkedIn analytics. The module will focus on the analysis and interpretation of primary and secondary data.

Digital Marketing Communications (20 credits)

Digital Marketing communications have become the central focus for entrepreneurs, enterprises and organisations seeking to reach, engage, co-create and develop deeper relationships with their consumer 'tribes'. In an age of ubiquitous connectivity and a demand

for real-time and personalised engagement, this module will give participants an understanding of what that means for those involved in delivering richer and more productive consumer experiences through digital marketing platforms. This module seeks to provide learners with practical, real-world examples of technologies meeting the demands of such connected consumers and utilises a project based approach to promote active, deeper learning of the unfolding opportunities through Digital Marketing.

Global Marketing (20 credits)

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. The factors that impact upon internationalisation will be examined, and firm level processes and decision making will be considered within the context of the broader international marketing environment. The module covers a range of concepts, issues and practices that are relevant to the study of global marketing.

Semester 3

Advanced Practice Pathway (to be completed before the Entrepreneurial Marketing module and Applied Marketing Project)

Students who have successfully completed the MSc Marketing programme's first 6 taught modules. are eligible to select the Internship and Professional Development Project module or Applied Consulting Project module in order to undertake the pathway Advanced Practice.

Internship & Professional Development Project (60 credits)

The purpose of the Internship and Professional Development Project module is to both enable students to apply knowledge and skills acquired throughout the course to an organisational issue or problem, and, additionally, to provide students with experience of selling themselves to employers, gaining employment and acquiring and developing workplace skills, which will enhance their future career prospects. As part of the process students carry out primary or secondary research within an organisational setting; this will involve the selection of appropriate research methods to solve a "live" management problem. The results will be presented in the form of an academic internship report. They also produce a Reflective Professional Development Portfolio, which increases their awareness of their journey through their respective programme and their internship, specifically. The module is designed to enhance employability and career prospects and to build confidence through gaining experience in a business environment. It also serves as an integrating mechanism for all course content as well as developing analytical, evaluative and project management skills.

OR

Applied Consulting Project (60 credits)

This applied module enhances the practical and employability skills of students by requiring them to undertake consultancy projects for real life case study clients. The module requires students to draw on relevant theories from previously studied MSc International Business modules, and to apply these in international business contexts, to deliver valuable project outcomes for client companies. The core elements of the module are company and industry specific, however, the international context of the projects will enhance students' development of a strategic, global citizenship perspective.

Semester 4 modules

Entrepreneurial Marketing (20 credits)

Rapid changes in technology, political structures and lifestyles are creating new products, new markets and opportunities for enterprise and for entrepreneurial people. On the other hand, these factors combined with the pressure of aggressive competition, create an environment full of threats to challenge the determination of such entrepreneurial people. Marketing is a core but largely undervalued component of new venture creation. The identification and evaluation of market opportunities and their strategic and tactical development are at the heart of the entrepreneurial process. As larger companies downsize in pursuit of benefits of entrepreneurial SMEs a number of questions arise. Do SMEs just practice a simplified version of "sophisticated" marketing practised in larger firms? Is the marketing practised in entrepreneurial SMEs different, even fundamentally different? Why, though, are larger firms apparently so keen to abandon "big" and "sophisticated" for "small" and "unorthodox"? Marketing and entrepreneurship determine the fate of business owners and SMEs worldwide. However if entrepreneurial SMEs do marketing in a way that is fundamentally different to those approaches presented in conventional marketing theory then we need new theories. There is a need to address these issues and to explore the challenges that exist at the interface between marketing and entrepreneurship theory, to answer these questions and to draw out the practical implications for practice in enterprising businesses.

Applied Marketing Project (40 credits)

The purpose behind the Applied Marketing Project is to enable students to apply knowledge and skills acquired throughout the course to an organisational issue or problem. This module serves as an integrating mechanism for all other modules as well as developing powers of analysis and evaluation and project management skills. This module follows on from the Marketing Analytics module that students undertook in order to develop the appropriate skills to complete an applied marketing project efficiently and effectively.

The University regularly 'refreshes' courses to make sure they are as up-to-date as possible. The University calls this process 'academic revalidation'. This course will be 'refreshed' during the2017/18academic year, with changes put in place for students entering fromSeptember 2019. For the most up-to-date course/ module information, please contact the * Dr Andrea Reid*

Application date

Application is through the University's online application system.

Enrolment and start dates

Year of entry: 2020/21

Postgraduate Information Session 20 February 2020
Register at: ulster.ac.uk/pg-information-events

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