You will study eight compulsory modules including a module which helps develop your professional and academic skills and then choose either a dissertation or client project. Iff you start in September, you can choose the sandwich mode, which gives you the opportunity to apply for a one year paid work placement in a digital marketing role.
If you start in September and take the work placement, the course lasts two years. If you do not take the work placement the course lasts one year. The September course structure chart is here.
If you start in January the course takes one year as there is no sandwich mode option. Please also refer to the January course structure chart here.
Introduction to the Principles of Marketing
You will be introduced to the key principles of marketing by studying the theories that underpin the subject. You will explore 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 21st 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.
Research Methods for Events and Marketing
You will develop the skills 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. It is important that you are exposed to a range of methodological issues, data collection techniques and study skills. In addition, this Research Methods module is geared towards the preparation for, and successful completion of, high quality, rigorous and systematic research for business and management.
Professional and Academic Development
This module will help you to become a lifelong learner and enhances your employability. Starting with a focus on how to achieve your best academically, you will 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.
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.
Customer Insight and Engagement
This module explores how to acquire and retain the appropriate share of good customers, as well as how to prioritise customers. 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. The module 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. It focuses 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 are all critically evaluated to identify successful performance and to create insight into contemporary digital marketing.
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.
You choose either a Dissertation or Client Project:
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.
Marketing Practice (sandwich mode - work placement module)
This module is a great opportunity to gain one year’s supervised full time paid work experience in the UK or internationally in a marketing role. You will investigate a digital marketing challenge in a commercial or non-profit organisation. Throughout this module, you apply the practical concepts you are learning on 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.
We provide lots of support to help you find a paid work experience and gain connections with various organisations. Our placements team (WAVES) has a database which records work placement opportunities and they run numerous placements fairs where you could meet potential employers. Securing a work experience 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.
The dissertation is an opportunity for you to explore and develop expertise in digital marketing. You are encouraged to choose a topic that will be valuable in your future career. This is a self-managed activity, with you driving your own research project, with guidance and advice by a supervisor, based on the proposal developed in the Research Methods in Events and Marketing module.
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.
Oxford Brookes Business School has now moved to its new home at our Headington Campus. The university’s Headington Campus have undergone a £30m refurbishment to provide a new home for the Business School, which consists of a lecture theatre, teaching rooms, social learning space and a café. There is a new modern hall for teaching and special events like graduation.
This new home will help us to collaborate even more closely with university colleagues in other departments. It also provides a new Main Hall and a vibrant gateway into the Headington Campus. With these innovative spaces, students and staff can interact and collaborate in first-class facilities.
The Headington Campus is also home to the new John Henry Brookes Building, being the most significant project in the history of Oxford Brookes University. Set at the heart of our Headington campus, it has been designed for the future of higher education and has transformed the experiences of our students and the entire University community. The John Henry Brookes Building brings together the library and essential support services that offer academic, careers and international student advice. Find out more about the John Henry Brookes Building.
The majority of our student halls are close to the Headington Campus.
We offer an optional 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.
Whilst the destination and therefore precise costs vary from year to year, as an example, the programme fee of the study trip to Boston USA in July 2018 was £1380, which included 7 nights’ accommodation in the Boston area, insurance, the company visits, group transportation for all activities and some of the meals, but excluded for example International airfare, Visa application fee (if relevant), dinners and activities during your free time.
If you choose the study trip, you will be provided with additional details regarding the trip (which runs in July) by March, in order to inform decision making, ahead of the trip in July.
On rare occasions we may need to make changes to our course programmes after they have been published
on the website. For more information, please visit our
Changes to programmes