You will study six compulsory modules and a module which helps develop your professional and academic skills. In addition, you will choose two optional modules and then you can complete either a dissertation or client project, or if you start the course in September, you also have the opportunity to apply for an 8 month paid work placement in a marketing role. If you choose not to take a work placement, the course lasts 12 months. If you start in September and take the work placement the course lasts 17 months. Please see the September entry and January entry course structure charts.
You will also have the opportunity to study for and sit the professional certificate exam from the Institute of Direct and Digital Marketing (IDM) in addition to gaining exemptions from the Chartered Institute of Marketing (CIM) diploma, thus enhancing your professional profile.
Introduction to the Principles of Marketing
This module introduces the key principles of Marketing by studying the theories that underpin Marketing. It explores the roles of buyers, the marketing environment, and the ways in which marketers plan, manage, implement and monitor marketing programmes in the context of the international environment of the twenty first century.
Understanding Customer Behaviour
You will critically appraise the behaviours of customers and their interactions with marketing. Informed by behavioural science, you will analyse why customers behave as they do and how marketing activity influences their behaviours. This analysis informs your critical understanding and implementation of both strategic and responsible marketing practice. An innovative dimension of this course is the investigation of change agents that will significantly influence the behaviours of customers in the future, for example neuroscience, climate change and technology innovation. This is an analytical module that utilises research evidence to inform evaluation, behavioural and communications research.
Professional and Academic Development
This professional and academic skills development module helps you to become a lifelong learner and enhances your employability. Starting with a focus on how to achieve your best academically, you then develop your skills for employment and career planning. You will work through a self-development plan, taking the lead in your own learning and development. You will be coached in identifying, engaging in and reflecting on how you can gain from developmental activities within the university and externally.
Research Methods for Events and Marketing
This module delivers the skills that enable you to conduct marketing research independently. Students on the MSc programmes are expected to undertake effective research drawing upon a range of secondary and primary data sources in the preparation of coursework. You will be exposed to a range of methodological issues, data collection techniques and study skills. In addition, this module is geared towards the preparation for, and successful completion of, high quality, rigorous and systematic research for business and management.
Digital Marketing and Analytics
You will explore the macro and micro impacts of digital technology on marketing management, before looking at the issues of implementing and executing a digital marketing campaign. In addition, you will examine ways in which digital information is used to make strategic marketing decisions and evaluate and improve marketing performance. You will develop skills in problem solving, critical reasoning, market research design, qualitative and quantitative data analysis, the use of technology in marketing management, and the analysis and interpretation of marketing data.
Global Marketing Strategy
You will build on the Principles of Marketing module, and explore the global marketing environment. There is a particular emphasis on internationalisation and the creation and development of global markets. You will understand the principles, influences, and institutions affecting the development of international trade and global marketing strategies. You will analyse opportunities and constraints in the context of global marketing strategy, and the associated organisational and control issues associated with the development of global markets. This includes an appreciation of the importance of ethical and social issues.
Customer Insight and Engagement
You explore how to acquire, retain and grow the share of wallet of good customers, as well as how to demote undesirable customers without triggering revenge behaviours. It is based on the premise that customers are the essence of the organisation, as without customers, the organisation would fail. The module takes a customer-centric approach, and acknowledges the hyper-connected environment in which organisations operate today. Technologies and methodological approaches to obtain customer insight and to build detailed customer profiles are discussed. Moreover, the module considers how to engage with customers in ways that add value to both parties. It uses real case studies, as well as students’ own experiences as customers.
Digital and Social Media Marketing Strategy
This module builds on the work undertaken in Customer Insight and Engagement and takes a strategic perspective of the digital and social media environment. You will focus on the interaction between consumers, businesses and other organisations and how thinking digitally can assist in effective marketing. Web based media, mobile platforms and social media will all be critically evaluated to identify successful performance and to create insight into contemporary digital marketing.
Brand and Marketing Communications
You will explore the role and usage of contemporary brand and marketing communications and the fundamental insight that an organisation’s brand strategy needs to be at the heart of all its marketing communications activities. A professional and ethically responsible focus will help you to consider multiple stakeholders’ needs – eg consumers, businesses, the media, pressure groups – in a global context. A broad range of marketing communications channels and tools will be critically assessed. This includes advertising, public relations, sponsorship and digital marketing communications. Creative and strategic insights from current practice will help your understanding and application of marketing communications skills.
Strategic Brand Management
You will examine how brands are created and successfully managed. You will explore the latest research and practice in strategic brand management and focus on innovative approaches to new product development. Key ethical, environmental and socio-cultural implications for contemporary brand management are analysed within regional, national and global contexts. The latest research and practice in strategic brand management and the use of social media and digital communications technology, is investigated. On completing this module, you will have gained an advanced knowledge of the latest tools, techniques and broader societal implications of contemporary strategic brand management.
International Luxury Marketing
This module examines the strategic decisions involved in luxury marketing and luxury brand management. You have the opportunity to plan and critically evaluate luxury marketing campaigns. Luxury brands are unique in that they offer the consumer a high-quality product or service coupled with the emotional benefits of prestige and exclusivity. This module brings together contemporary luxury marketing theories and practice, spanning many fields such as jewellery, fashion accessories, tourism, fine wine, spirits and prestige cars.
Managing the Luxury Experience
You must choose 1 of the following:
This module links operations management to the core strategic aspects of international luxury retail management across different channels. You will discover how some places have become synonyms of luxury destinations, because of their ability to create and deliver a seamless luxury experience. Key to this is not only the management of channels to market, but also by the ability to create, manage and foster a credible and consistent relationship with customers. At a time when counterfeit goods have also become a mainstream issue for this industry, managing the experience of luxury goods and services is more central than ever to the sustained success of luxury brands.
This module gives you the opportunity to explore and develop expertise in an area of interest. You are encouraged to choose topics that will be valuable in your future career. This is a self-managed activity, driving your own research project while being guided and advised by a supervisor, based on the proposal developed in the Research Methods in Marketing module.
You have the opportunity to link theory to practice by analysing a real organisational issue. Having identified a project (with the approval of both the client company and the Module Leader) you investigate a particular issue, one that can be supported through the relevant literature and by conducting primary research with the client. This module is not an internship but can be taken in conjunction with an internship you have identified and are participating in. The ‘issue’ in question may be current management problem for the client organisation or related to future strategic choices. The Client project provides you with a significant learning and personal development experience.
A work placement is a great opportunity to gain eight months' work experience in the UK or abroad in a marketing role. You will be undertaking a major project in a commercial or non-profit organisation. Throughout this module, you will be applying practical concepts you have learned in the course. When you are working for the organisation, you will be responsible for managing a large proportion of your own learning, including tracking and recording your progress. Based on your proposal developed in the Research Methods module, you will then be assigned a supervisor to aid you throughout this period.
We provide lots of support to help you find a paid work placement and gain connections with various organisations. Our placements team has a database which records placement opportunities and they run numerous placements fairs where you could meet potential employers. Securing a placement is your responsibility and does take a lot of effort, but this gives you valuable experience. You would need to cover your own living and travel costs throughout this duration.
As our courses are reviewed regularly as part of our quality assurance framework, course content and module choices may change from those listed in the course entry.
Teaching and learning
Much of the teaching on the course takes the form of interactive workshops, but there are also lectures from staff and visiting speakers. Lectures, discussions, role-play exercises and seminars are linked with selected case studies and assessments to strengthen your practical analysis and decision-making skills. You will develop your skills in working as part of a team through structured group assignments and online group-based marketing simulation.
You will gain practical experience and put your knowledge of marketing approaches and theory into practice during live research projects for an organisation. Teaching staff at the Business School are engaged in academic research and/or come from an industry background with in-depth practical experience of business and management issues. Visiting speakers from the world of business, consultancies and research bodies augment the programme through leading edge discussions and specialist events.
We're investing over £30m to create a modern teaching and learning facilities and creating a new home at Headington Campus for the Faculty of Business.
Set to be complete in 2017, you'll see:
- the Faculty of Business brought together in a modern, professional environment
- 30 teaching rooms and a collaborative lecture theatre
- a new Main Hall with soundproof wall, perfect for teaching and events like graduations
- social learning spaces and a cafe
- a new gateway into the Headington Campus.
Our library provides specialist business resources (both hard copy and via online access) to UK and overseas companies' annual reports, statistics on all aspects of business and management, a wide range of constantly updated key texts, and postgraduate MA, MBA, MSc and PhD theses.
If you are starting your course in September 2017 all your teaching is likely to be located at the Headington Campus.
We offer an International Business in Practice Study Trip module. The purpose of this study trip is to give postgraduate students a hands-on, intensive experience with the ideas and practices of global business. The programme will include presentations from local management executives and experts. Students will have direct interaction with management executives and practices through site visits to major corporations and agencies.
This study trip is voluntary and all costs associated with the trip will need to be funded by you. It is not linked to university assessments in any way. If you successfully complete this module you will have the following non-credit bearing module recorded on your transcript: P58335 International Business in Practice: Study Trip.