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Leicester - MSc Marketing Print E-mail
Courses - School of Marketing


Leicester

 Awarded by:
 University of Leicester

 

Benefits

This course will enable you to advance your career in marketing by providing you with an thorough understanding of the concepts of marketing and the role of marketing management.
The marketing function is one of the prime drivers behind the success of all organisations, and by completing this course you will be able to:
Adapt to changing market conditions
Implement any aspects of the marketing mix
Analyse competitor position
Devise and implement a corporate marketing strategy
Undertake effective market research

Qualification
MSc Marketing

Course Description
The aim of this programme is to introduce and develop the concepts of marketing and the role of marketing management in a variety of organisations – consumer, industrial, financial, service, profit and not-for-profit, together with an appreciation of marketing in a strategic sense.

Course Content/Modules

Module 1
Principles of Marketing - Presents the concepts of marketing management in all types of organisation; promotes understanding of the inter-relationship between the marketing mix elements and an appreciation of marketing in a strategic sense.

Module 2
Strategic Marketing Management - Introduces a number of concepts used to analyse the position of companies vis-à-vis their competitors; internal organisational structure, corporate objectives and planning decisions such as pricing, advertising investment and production are discussed. Influential forces in determining the business environment, government business relations and the development of multinational corporations are highlighted.

Module 3
Market Research - This covers all major techniques used and provides examples of research exercises. The focus is on research design, data collection methods and interpretation of data; the impact of market research on corporate strategy is demonstrated.

Module 4
Consumer and Industrial Buyer Behaviour - Provides information on the role of the consumer in the purchasing process and the methods used to influence buyer behaviour, both consumer and organisational. Customer perception, attitudes, models of buyer behaviour, advanced market segmentation, in-store behaviour, and post-purchase behaviour are discussed. The implications for marketing strategy are emphasised.


Module 5
International Marketing - This Module seeks to develop consideration of strategic decision making within a global context.

Module 6
Marketing Communications - The topics covered in this Module expose students to communications theory; advertising; media planning; sales promotion; public relations; communications strategies including internet strategies.


Module 7

Marketing Planning and Implementation - Includes discussion on legal constraints; policy making; management by objectives; the choice of strategies in competitive and non-competitive environments; management of change and conflict; strategy implementation; environmental appraisal and strategic planning and control. Other topics include corporate growth; mergers and take-overs; competition policy; decision-making; marketing strategy and research and development.


Electives
The following list provides examples of the Elective courses. You will be required to choose one of these:
Services Marketing
Retail Marketing
A Managerial Perspective of Electronic Commerce
Advanced Marketing Strategy
(Note: The availability of Electives may change from year to year)

Research Methodology and The Dissertation

You will undertake a research project allowing you to examine, in depth, a topic or problem of particular relevance to your own interests and work. This will be an 'action based' project, i.e. one based on a specific and immediate new problem faced by the manager in the context of your organisation. The project has the potential of providing your organisation with the benefits of a piece of internal consultancy.


The dissertation will be of 12,000 - 15,000 words in length. You will be expected to demonstrate:
Initiative and capacity for setting up the problem in a tractable form;
An understanding of research methods;
Application of relevant analytical and problem solving skills;
Logical argument and clear report writing.

Assessment

The programme is assessed by a mixture of continuous assessment and examinations. You will complete an assignment for each of the core Modules. Examinations are held after the completion of Module 4 and Module 7. Provisions exist for you to resit units of assessment in the event of failure.


Duration of Programme

The MSc in Marketing by distance learning may be studied for a minimum 24 months and a maximum of 60 months. You will study 7 core Modules and then choose 1 Elective from a range of topics covering the main areas of interest in marketing. You will complete the final part of your MSc in Marketing by proceeding to the Dissertation (12,000 – 15,000 words).


Entry Requirements

Applicants should possess a first or second class UK honours degree (or its overseas equivalent) or an acceptable qualification. Possession of the University of Leicester’s Diploma in Management (minimum 60%) grade may allow entry. Candidates should be able to demonstrate that a contribution can be made to the programme (i.e. practical experience).

Note: Exemptions will be considered on merit.

University Of Leicester Videos(click for more information)


Enrollment Dates

February, May, August and November



Applications

Completed application forms, along with two references, preferably from former University teachers or current employers, should be sent to:

European Institute of Education
Sir Ugo Mifsud Street,
Ta' Xbiex Terrace, Ta' Xbiex, Malta Or fax it to EIE on +356 21 330 368.

The MSc Marketing is recognised at Level 7 by the Malta Qualifications Council (MQC) 

For course fee and other information, please contact eie on:

Tel: +356 21 332804 or send an e-mail This e-mail address is being protected from spambots, you need JavaScript enabled to view it

 

 
 

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