Marketing MA

Course director Patricia Harris talks about our Marketing MA:

Designed for graduates of any discipline, this Marketing MA course will launch your career in marketing by teaching you the latest in marketing theory and practice. It will prepare you for a variety of careers in marketing management, such as brand management, product development, retailing, services marketing, business-to-business marketing and not-for-profit marketing. It will also prepare you for a career in specialist marketing areas, such as market research, advertising, public relations and direct marketing.

What will you study?

You will study the latest issues in marketing theory and practice. 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 examine the principles and theory of investment behaviour and their relevance to marketing decisions. You will also focus on the collection, analysis and use of marketing data for marketing decisions, as well as the behaviours of buyers. In addition 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.

Core modules

• 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 Finance

• Marketing Finance

  This module looks at how to apply and evaluate financial and management accounting principles within the marketing environment. It will enable you to:

  • prepare, analyse and present financial data for decision-making and control purposes;
  • select the most relevant method for measuring marketing success in investor and financial terms;
  • prepare and appraise marketing and business plans;
  • contrast between accounting and investment criteria; and
  • demonstrate understanding of the way marketing can contribute to share value.
  
   
• 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.

  
   
• Strategic Brand Management

• Strategic Brand Management

  This module introduces you to the often controversial theories relating to the concept of 'the brand' and to the strategic challenges faced by brands and by their managers. Class time includes a mixture of:

  • formal lectures;
  • video case studies; and
  • seminars – which may include class debates on pre-assigned 'hot issues' in branding and assessed group presentations.

  Core and additional material, including streaming of videos watched in class, is provided via StudySpace. Such material is an integral part of the readings and preparation for the module and integrates the textbook.

  
   
• 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.
  
   

The Faculty of Business and Law runs a number of postgraduate and post-experience open days. Visit us to find out how we can help you achieve your career ambitions.

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