Internationalisation and digitisation have fundamentally shifted marketing contexts: types of businesses, products and services, channels and communication media, and consumer behaviour are changing rapidly. Businesses of all shapes and sizes β large or small, global or local, innovative or traditional, public or private β now compete for the same market.
Marketing professionals can steer a company toward success through innovative product development, savvy pricing strategies, creative communications and timely market insight. The aim of both the MA and MSc is to improve your managerial effectiveness in the increasingly digitised, automated and globalised field of marketing. It will deepen your understanding of the relationship between marketing and the wider organisation, as well as the organisation and its customers, enabling you to adopt a holistic forward-looking approach to marketing to achieve long-term sustainable competitive advantage.
Suitable for existing marketers keen to adopt a strategic approach to marketing management or those from a non-marketing background, our balanced portfolio has been designed to deliver the breadth and depth of knowledge required to excel in marketing strategy, market research, digital and global marketing, product and brand management.
Both courses provide a comprehensive curriculum. The MA places more emphasis on developing the creative skills needed for innovative decision-making, while the MSc stresses the marketing metrics, analytics and data handling skills which underpin evidence-based problem-solving. The Marketing Planning Study Trip, for example, offers a great opportunity for personal and professional development. For example, students worked on a live case study provided by Cole Haan, the global men's and women's footwear and accessories brand, to achieve a seven-fold increase in UK turnover in three years.
It was designed with input from a range of industry professionals working in brand and marketing consultancy, digital technology, creative and social media.
