MA Marketing Management (Full Time)

This course offers an in-depth and practical study of a wide range of marketing topics, covered throughout from a strategic, international and ethical perspective.

The MA gives equal emphasis to academic theory and practice. An important element of the course is an extended weekend in January when students work in teams on a strategic business simulation exercise. You will have the opportunity to travel to Germany to participate in this exercise with students at Heilbronn University. Additional experience can be gained through a consultancy project which enables you to work with business clients and apply theory to a practical problem.

Industrial focus

The academically and industrially experienced tuition team provides access to excellent teaching and learning resources, and fully supports you through the varied and interesting teaching and assessment programme.

Course content

The taught part of the course takes place in semesters 1 and 2 when you will take four units from a list of core and option units in each semester.This structure allows you to concentrate on your dissertation during the third semester over the summer period.

Core units

Integrated Marketing Communications: You will analyse and evaluate the significance of communication in the marketing management environment. Emphasis is placed on the importance of a holistic approach to communications, the various channels available to the marketing manager, and evaluation tools in both a marketing and business context.

Contemporary Strategic Marketing Management: This unit examines the development of new marketing strategies, incorporating new technologies and globalisation. It also covers traditional analytical methods, stakeholder management, sustainability, branding relationships, implementation issues and marketing metrics.

Marketing Research and Information Management: You will learn the theory and practice of applying marketing research concepts in a variety of contexts. An evaluative macro–micro approach is taken to encourage you to explore potential problems and to develop viable solutions.

Services and Relationship Marketing Management: You will study the distinctive nature of marketing management in the service sector. Emphasis is placed on the importance of service quality, the service encounter and customer care, and the potential conflict with operational aspects of services. Theories and practice in relationship marketing and customer relationship management technology are also covered in depth.

Marketing Consultancy Project: This unit provides the opportunity for you to demonstrate, in a real-world environment, what you have already learned about a specific field of marketing. You will also develop valuable consultancy skills.

Research Methods and Dissertation: After completing the taught units, you will research and write an academic dissertation of 12–15,000 words. This is supported by an initial proposal of 3,500 words. Students normally explore an area of marketing theory related to organisational and/or consumer behaviour.

Option units

The option units listed below are examples of the units that have run most recently. Option units will be updated regularly to reflect modern marketing practices and will also be subject to demand.

Marketing Principles: This unit comprehensively covers the basic concepts and principles of marketing, using the traditional ‘marketing mix’, segmentation, targeting and positioning, and organisational and consumer buying behaviour. It also introduces services marketing, branding and international marketing. Students have an opportunity to develop an assessed marketing plan for a business or public sector client.

International Marketing Management: You will review the key fundamentals of marketing and planning in the context of international business. The unit addresses cultural, social, religious and political issues and how these affect the ability of organisations to develop campaigns, products, services and delivery channels across international boundaries.

Academic English for Graduates: This unit allows students whose first language is not English to develop their language skills for academic study in the UK. It also aims to improve language-related studyskills, with an emphasis on writing and listening.

Contemporary Issues in Marketing: This unit examines the theory and practice of contemporary marketing and marketing management, and includes issues such as the requirements of charities andnot-for-profit organisations, ethical consumerism and corporate social responsibility.

E-Marketing Management: Building on traditional marketing theory and studying the emerging academic and practical literature, you will explore how organisations can use e-technology and e-networks to gain advantage in today’s competitive marketplace. We work closely with business specialists in social media and digital marketing to ensure that students keep up-to-date with best practice in this rapidly changing environment.

Entrepreneurial Marketing Management: This unit covers entrepreneurship, innovation and the characteristics of entrepreneurial behaviour. You will gain an understanding of the factors that lead to success in entrepreneurial business, including key marketing management techniques.

Global Retail Marketing Management: This unit offers the opportunity to study the emerging field of global retailing and its impact on marketing dynamics and consumer choice. This is an area of increasing strategic importance to companies operating in both consumer and business-to-business marketing.

Assessment

There is a varied assessment programme involving in-course individual and group work. There are no examinations. You must pass all eight taught units plus the Research Methods and Dissertation units in order to gain a master’s degree.

Key career skills

Business and client communications, marketing planning, presentation, project management, teamwork, strategy and research.

Projects/work experience

A number of units provide the opportunity to work on live projects. For the Marketing Consultancy Project, for example, students have completed research for organisations such as Symantec, Southampton City Council, the Leprosy Mission, the Nuffield Theatre, Cunard and Microsoft.
Placements are available for students during the summer vacation where there is an opportunity to work closely with a UK business and, by agreement, undertake research for the dissertation.

Why Solent is special

• MA graduates automatically qualify for membership of the Chartered Institute of Marketing (CIM). For existing members of the CIM, the MA may contribute CPD points towards chartered marketer status.
• Our emphasis on employability and close links with CIM, employers and industry experts mean that our course offers a vital blend of academic, commercial and public sector experience.
• This course has two intakes per year: September and January. Students starting in September will take 12 months to complete; those starting in January will take 16 months, with a four-month break between May and October.
• Supported by Lawton Communications, Carswell Gould and the Institute of Commercial Management, plus guest speakers and visiting fellows from industry and commerce.
• You will have the option to learn a language.
• Field trips include the opportunity to spend time at Heilbronn University in Germany.

Course length

September intake: 12 months full-time

Fees

Fees for the academic year 2013/14 are:
UK and EU students: £4,990 per year or £415 per unit of study.

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