This programme is unique in its emphasis on the relationship between marketing and other social phenomena such as elections and the culture of consumption. You will examine the processes of globalisation and its impact on multinational enterprises and national firms. You will also compare strategies involved in marketing, examine the role played by marketing communication, discuss the contemporary debate over marketing ethics and contrast different approaches to the study of marketing. By the end of the course, you will have developed a comprehensive knowledge of the issues, theories and the working practices connected with this dynamic field.
This programme will introduce you to the fundamental theories that underpin developments in marketing practice and strategy
You will gain an understanding of the nature of global brands and their role in creating relationships in a global market
You will learn about the centrality of consumers as crucial stakeholders
You will learn about qualitative and quantitative research methods and how to design marketing strategies
The compulsory modules for this programme are:
International Marketing Communications
Research Methods for Business and Management
State, Market and Society - Concepts and Critique
Understanding Consumer Behaviour
You will also select two Optional modules from the following:
Qualitative Research Methods
Quantitative Research Methods
Innovation and Global Competition
Multinationals and Global Business
Knowledge and Innovation Management
Public Advocacy Marketing
Teaching for all modules includes a combination of lectures, seminars and a virtual learning environment. You can expect 2-3 hours contact time per module, per week.
A wide range of assessment techniques are used including coursework (written essays, case studies, interviews, group reports etc), presentations, examinations and a dissertation.
A good upper second class honours degree or equivalent in any subject.
IELTS 7.0 (with 6.0 in writing) or equivalent is required. For further information about our English language requirements, please see our website.