About
An intensive and rewarding course, the MSc Marketing programme will provide you with the anlaytical and digital skills and knowledge to improve your employabilty, opening doors to further opportunity and allowing you to be results driven.
Using the latest academic research and professional marketing practice, stay one step ahead when it comes to current market demands and trends and gain the confidence to make decisions that make a difference.
An opportunity to network with a diverse group of business minded individuals you will be taught to challenge accepted conventions by developing marketing strategies in real life business contexts. 100% coursework assessed you will study topics such as Strategy and Innovation, Digital Marketing Communications, Marketing Analytics, Foundations in Management, Marketing Management and Global Marketing.
Putting what you have learned into practice, you will get the opportunity to solve a real-life business issue in an applied project, working in virtual international teams to push boundaries and develop a disruptive business idea.
Taught at Ulster University Business School (UUBS) a forward thinking and well-connected institution (a member of the UK's Chartered Association of Business Schools, the Harvard Business School’s Microeconomics of Competitiveness Affiliate Network, and a collaborator with Babson College, Boston) we are ranked 7th in the UK for our research impact (REF 2014). With an 89% student satisfaction rate (National Student Survey, 2018), UUBS is an excellent place to study alongside an international student body providing you with a diverse network to share ideas and experience.
A chance to improve your employability, this advanced study will enhance your lifelong learning capabilities and develop your digital, analytical, presentation and evaluation skills to perform successfully in today’s dynamic marketplace.
The following modules are undertaken during the MSc programme:
Semester 1 modules
Foundations in Management (20 credits)
This module introduces students to the subject of management, organisational structures and strategy. Students will develop a critical knowledge and understanding of the structural configurations, which organisations can assume, and the environmental and strategic factors, which influence this structure. Students will explore management's role within organisations, as well as how managers can grow successful business within today global business environment.
Marketing Management (20 credits)
This module is designed for graduates to deepen their knowledge concerning the nature and character of fundamental marketing principles, their inherent inter-relationships and how marketing can be effectively managed both as a function and a philosophy. It builds on this to provide knowledge to increase understanding of the important concepts, processes and frameworks of marketing management decision making from both an operational and strategic perspective.
Strategy & Innovation (20 credits)
Strategy consists of the analysis and decisions an organisation undertakes in order to create and sustain competitive advantage. Understanding these interrelated processes is crucial for creating and developing organisations. This module explores these decision areas from a range of contemporary perspectives focusing particularly on innovation and business development using innovative business modelling techniques.
**Students are given the unique experience of working in an international virtual team to develop a new business idea and present to international business angels. This can involve workshops in Finland and Germany (students are required to cover cost of travel and accommodation for these trips. Tuition is included with student fees). **
Semester 2 Modules
Marketing Analytics (20 credits)
This module will seek to provide students with an in-depth understanding of qualitative and quantitative data analysis methods. Students will use the latest analytics software packages to digitally research defined problems and develop business reports that present this data in a coherent manner. They will study their application to both business and academic contexts. Students will learn to manipulate data from a variety of industry databases and social media sites such as Facebook and LinkedIn analytics. The module will focus on the analysis and interpretation of primary and secondary data.
Digital Marketing Communications (20 credits)
Digital Marketing communications have become the central focus for entrepreneurs, enterprises and organisations seeking to reach, engage, co-create and develop deeper relationships with their consumer 'tribes'. In an age of ubiquitous connectivity and a demand for real-time and personalised engagement, this module will give participants an understanding of what that means for those involved in delivering richer and more productive consumer experiences through digital marketing platforms. This module seeks to provide learners with practical, real-world examples of technologies meeting the demands of such connected consumers and utilises a project based approach to promote active, deeper learning of the unfolding opportunities through Digital Marketing.
Global Marketing (20 credits)
Given the importance of export-led growth, particularly in terms of a small peripheral economy such as Northern Ireland, this module examines exporting and broader forms of global marketing. The factors that impact upon internationalisation will be examined, and firm level processes and decision making will be considered within the context of the broader international marketing environment. The module covers a range of concepts, issues and practices that are relevant to the study of global marketing.
Semester 3 Optional
Advanced Practice Pathway (optional, to be completed before the Entrepreneurial Marketing module and Applied Marketing Project)
Students who have successfully completed the MSc Marketing programme’s first 6 taught modules. are eligible to select the Internship and Professional Development Project module or Applied Consulting Project module in order to undertake the pathway Advanced Practice.
Internship & Professional Development Project (60 credits)
The purpose of the Internship and Professional Development Project module is to both enable students to apply knowledge and skills acquired throughout the course to an organisational issue or problem, and, additionally, to provide students with experience of selling themselves to employers, gaining employment and acquiring and developing workplace skills, which will enhance their future career prospects. As part of the process students carry out primary or secondary research within an organisational setting; this will involve the selection of appropriate research methods to solve a "live" management problem. The results will be presented in the form of an academic internship report. They also produce a Reflective Professional Development Portfolio, which increases their awareness of their journey through their respective programme and their internship, specifically. The module is designed to enhance employability and career prospects and to build confidence through gaining experience in a business environment. It also serves as an integrating mechanism for all course content as well as developing analytical, evaluative and project management skills.
OR
Applied Consulting Project (60 credits)
This applied module enhances the practical and employability skills of students by requiring them to undertake consultancy projects for real life case study clients. The module requires students to draw on relevant theories from previously studied MSc International Business modules, and to apply these in international business contexts, to deliver valuable project outcomes for client companies. The core elements of the module are company and industry specific, however, the international context of the projects will enhance students' development of a strategic, global citizenship perspective.
Semester 3 modules (students who do not take advanced pracitce pathway) or Semester 4 modules (advanced practice pathway students)
Entrepreneurial Marketing (20 credits)
Rapid changes in technology, political structures and lifestyles are creating new products, new markets and opportunities for enterprise and for entrepreneurial people. Marketing and entrepreneurship determine the fate of business owners and SMEs worldwide. However if entrepreneurial SMEs do marketing in a way that is fundamentally different to those approaches presented in conventional marketing theory then we need new theories. There is a need to address these issues and to explore the challenges that exist at the interface between marketing and entrepreneurship theory, to answer these questions and to draw out the practical implications for practice in enterprising businesses.
Applied Marketing Project (40 credits)
The purpose behind the Applied Marketing Project is to enable students to apply knowledge and skills acquired throughout the course to an organisational issue or problem. This module serves as an integrating mechanism for all other modules as well as developing powers of analysis and evaluation and project management skills. This module follows on from the Marketing Analytics module that students undertook in order to develop the appropriate skills to complete an applied marketing project efficiently and effectively.
Attendance
All modules are delivered 'executive style' in a flexible three-day block format and can be paced to individual needs. These three day-blocks are usually Wed-Fri 9-5. One module is delivered every 4 weeks during each semester with a one day catch up in between each block.
The full-time MSc is completed in one year. Full-time participants can also exit with a PgCert after successful completion of one semester (three modules) or alternatively exit with a PgDip after successful completion of two semesters (six modules).
