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Marketing – (M.A.)
University of Portsmouth
Portsmouth Business School
| Location: | Portsmouth / United Kingdom / View location on map ▾ Hide location on map ▴ | ||
| Duration: | 15 months | Start Date: | September |
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| Languages: | English | ||
Location of University of Portsmouth
Today's most successful companies share a commitment to anticipating and satisfying the needs of customers in carefully defined target markets. These organisations have understood that marketing is not some kind of magic formula nor is it about persuading people to buy something they don't want. They make it their business to deliver consistently superior value to their customers, they motivate everyone in the company to make this happen, and market share and profits follow.
Our programmes will help you acquire specialist marketing knowledge and skills, enabling you to:
* Critically evaluate the relevance of theories of marketing and related activities to organisations
* Apply and adapt theories of marketing management for use within industry
* Demonstrate creativity and original thinking in the design and applications of solutions to different problems
* Evaluate the possible implications of new innovations and theories to the future development of marketing management that are vital to a wide range of commercial, public and not for-profit organisations
Delivered by marketing tutors who want to help you explore this dynamic and challenging subject, MA Marketing will update your knowledge and enhance your understanding of the principles and theories underlying effective marketing practice and provide your employer with leading edge marketing skills. This programme has been approved and accredited by The Chartered Institute of Marketing to provide direct entry onto the CIM's Professional Postgraduate Diploma in Marketing.
Contents
A Master's qualification will provide you with credibility in a highly competitive field and the confidence you will need to obtain the most sought-after roles. In particular, it demonstrates a commitment to marketing and an expertise in the field, immediately enhancing your career prospects.
Course contents and structure
There are two routes to the MA Marketing:
* Dissertation route - a substantial piece of independent research drawing on secondary and primary data
* Critical Marketing Study route - requiring evaluation of an organisation's marketing activities using secondary sources only
Both routes require you to undertake the same number of credits but units vary slightly according to which route you choose. Further information will be available during induction.
The part-time weekend mode is open to experienced marketers who hold the Chartered Institute of Marketing Professional Diploma (Level 6). The curriculum is slightly different in order to offer students units which they would not have studied previously.
Unit descriptions
Business to Business Marketing
You will learn about organisational buyer behaviour, B2B segmentation, business products and services, relationship marketing, use of technology in B2B marketing, channel marketing, personal selling, and key account and sales management.
Buyer Behaviour
This unit covers behaviour learning models, cognitive and ebuyer behaviourial models, perceived risk, consumer involvement, attitudes in the buying cycle, influences on consumer buyer behaviour, and the differences between on and off line buying.
Contemporary Issues in Marketing
This unit aims to expose you to contemporary and often controversial issues ranging from ethics, the environment to globalisation.
Digital Marketing Strategy
You will explore how digital technologies are used within marketing and evaluate their strategic effect on business strategies. The focus is on how the use of digital technology and digital media in marketing affects operations, decision-making and strategic advantage.
Global Marketing Management
This unit covers world trade patterns and blocs, researching and analysing world markets, analysing culture, developing world-class products, global segmentation, modes of market entry, international communication, and monitoring and controlling global markets.
Marketing Communications
You will examine buyer behaviour and its impact on marketing communications, strategy, planning and integrated marketing communications, goals and positioning, product and corporate branding, public relations, direct and interactive marketing, industry and agency relationships and evaluating marketing communications.
Marketing Concepts
This unit explores the fundamental concepts, principles and practices of marketing, which includes business orientations, macro and micro marketing environments, segmentation, targeting and positioning, marketing planning and research, consumer and organisational behaviour, marketing mix, marketing across borders, ethics and marketing. (Availavle on full time route only)
Product and Brand Management
You will explore the product in theory and practice, developing capabilities and exploiting opportunities, management of innovation, research and development and brands, discontinuous new products and intellectual property.
Services Marketing Management
This unit covers the characteristics of services, consumer behaviour, service development and design, the pricing, promotion and distribution of services, balancing capacity and demand, service quality, managing relationships and building loyalty and service management.
Strategic Marketing Management
You will evaluate market and shareholder value, customer relationships, growth strategies, analysing the business environment, competing with organisational resources, managing products and brands for value, value-based pricing and implementing value-based strategies.
You will also follow one of the following routes.
Dissertation Route
Research for Marketing Dissertations
This unit covers writing a literature review and research proposal, research ethics, sampling techniques, qualitative and quantitative data collection, internet research, international market research, product testing and dissertation planning and structure.
Marketing Dissertation
A substantial piece of independent research into a marketing issue of your own choosing drawing on primary and secondary sources of data.
Critical Marketing Study Route
Marketing Literature Review
Before submitting a 3,000-word literature review, you will learn about literature sources, planning the literature search, searching for and selecting literature sources, constructing research questions, recording and evaluating the literature, critical thinking and conclusion drawing.
Marketing Research
You will learn about market and marketing research techniques, research strategies and designs, how to construct research objectives and write a research proposal. You will explore research data analysis and interpretation, as well as ethical, security and data protection issues.
Critical Marketing Study
You will complete a substantial piece of independent research using secondary sources of information only, based on a critical study of an organisation´s marketing activities.
Part-time weekend MA Marketing course structure
Year 1
* Contemporary Issues in Marketing
* Product and Brand Management
* Buyer Behaviour
* Research for Marketing Dissertations OR Marketing Research for Critical Marketing Study Route
Year 2
* Marketing Communications
* Services Marketing Management
* Business to Business Marketing
* Digital Marketing Strategy
* Strategic Marketing Management
* Marketing Dissertation OR Critical Marketing Study
IELTS
You are normally required to take an English Proficiency Test.
Most European Universities recognise the IELTS test.
Take testGRE® revised General Test
GRE Scores are accepted at business schools worldwide. Learn more and register.
Register Now!Requirements
An upper second-class honours degree in a relevant subject, or equivalent professional experience and/or qualifications, such as the Chartered Institute of Marketing Diploma in Marketing.
English language proficiency at a minimum of IELTS band 6.5 or equivalent, with a minimum score of 6.0 in all individual components.
Language Proficiency
| IELTS Band: | 6.5 |
Accreditation
Chartered Institute of Marketing (CIM)
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