Marketing with English MA

Course director Patricia Harris talks about our Marketing with English MA:

The Marketing with English MA is designed for those who want to develop their knowledge of the main principles of marketing management together with their proficiency in the use of English language for business.

Formed from the long-running and highly successful Marketing MA, the course is ideal if you want to study marketing at masters level while also developing practical and applied English language skills in preparation for a career in marketing. The course also explores aspects of UK and international social and business cultures and practices.

What will you study?

You will study six marketing modules that address the latest issues in marketing theory and practice, together with two English language modules and a module in Personal and Professional Development. In addition, you will follow a Research Methods module in preparation for the dissertation part of the programme.

You will learn about the operational management decisions that form the basis of the marketing plan from an international perspective. You will look at how marketing strategy places marketing management decisions and marketing plans within the broader framework of the organisation's corporate structure, industry and business environment.

You will focus on the collection and analysis of marketing data for marketing decisions, as well as the behaviours of buyers. Additionally, you will be introduced to advertising, sales promotions and public relations, and the importance of an integrated communications campaign.

Kingston Business School works closely with the business world's principal professional bodies in order to harmonise its education provision with the needs of today's business practitioners. You will learn how to turn theory into practice and gain a qualification that has real value in the real world. Find out more...

Please note that this is an indicative list of modules and is not intended as a definitive list.

Available modules

• Academic English for Business I

• Academic English for Business I

  This module aims to develop your grammatical and lexical competence to a level at which you can understand and respond effectively to extended native speaker written and spoken discourse within an academic business context.

  You will also develop an awareness and understanding of British business and social culture and practices and gain confidence in your existing and developing language skills.

  
   
• Academic English for Business II

• Academic English for Business II

  Building on Academic English for Business I, this module further develops your critical reading and writing skills to enable you to produce analytical and discursive work. You will:

  • develop your communication and presentation skills to a level at which you can select vocabulary and grammatical structures appropriate to a particular communication context; and
  • further develop your knowledge of the UK and international business cultures.
  
   
• Buyer Behaviour

• Buyer Behaviour

  This module provides a critical understanding of research into buyer behaviour and looks at how it relates to problems in marketing and consumer regulation.

  It will also enable you to conduct your own research, identifying an area where further investigation may be needed and selecting the most appropriate method of investigation and analysis.

  
   
• Data Analysis

• Data Analysis

  This module:

  • develops your ability to integrate research questions and data analysis techniques; and
  • builds your skills in the use of dedicated statistical software.

  It will enable you to identify appropriate statistical tests to apply to survey data in order to provide answers to specific research questions. You will also look at how to report on the results of survey data analysis and propose specific action in light of findings.

  
   
• Global Marketing Management

• Global Marketing Management

  This module studies the theory, practical application and issues relating to marketing management in a variety of contexts including both business and not-for-profit sectors.

  It looks at how the marketing discipline is key to the long-term success of an organisation and develops expertise in the theory, analysis, planning and execution of marketing strategies. Areas of study include:

  • techniques for analysing the marketing environment;
  • segmentation, targeting and positioning;
  • marketing business-to-business and business-to-consumer;
  • issues relating to product development, branding, pricing and lifecycle; and
  • issues relating to international marketing and business expansion in new territories.
  
   
• Integrated Marketing Communications

• Integrated Marketing Communications

  This module examines the strategic and operational issues involved in planning integrated communication campaigns.

  It focuses on developing the skills and knowledge necessary for building effective communications plans and places a strong emphasis on new developments in the field. Areas of study will include:

  • campaign planning, identifying target markets, research and positioning;
  • media planning;
  • the marketing communications industry;
  • advertising;
  • sales promotion;
  • direct and database marketing;
  • public relations;
  • e-commerce; and 
  • other communications methods
  
   
• Market Research

• Market Research

  This module is designed to enable you to become a competent practitioner and user of market research. It will enable you to:

  • develop a theoretical and practical understanding of the merits of different market research techniques; and
  • formulate coherent research proposals that address both conceptual requirements and operational considerations.
  
   
• Marketing Strategy

• Marketing Strategy

  This module introduces issues involved in strategic planning, including the major models and techniques used in strategic analysis and marketing analysis. It aims to develop your ability to formulate and evaluate marketing strategies. You will cover:

  • the classic models used in strategic analysis and their shortcomings in practice; and
  • the developing models and frameworks currently influencing strategic thinking.

  It also concentrates on the application of techniques, together with knowledge gained on other core modules. You will apply understanding of operational marketing, accounting, market research, advertising and buyer behaviour to strategic problems.

  
   
• Planning Your Career in Marketing and Communciations

• Planning Your Career in Marketing and Communciations

  This module provides a framework to enable you to critically evaluate your managerial performance and plan your future career and development.

  It is designed to help you improve your skills for study and career management as well as helping with areas such as leadership and abilities such as written and verbal presentation. The aim is to give you the transferable skills that will enable you to continue your personal and professional development on an on-going basis.

  
   
• Research Methods and Dissertation

• Research Methods and Dissertation

  This module will equip you with the skills and knowledge you need to successfully complete a research project.

  You will then investigate a specific marketing-related business issue via a substantial piece of independent work which demonstrates your proficiency in:

  • the design of a research project;
  • the application of appropriate methods;
  • the collection and analysis of data; and
  • the presentation of results.
  
   

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