Download Module name Description Core Modules Strategic Perspectives in

MSc Marketing (Advertising and Communications) Module descriptions
Below are the module descriptions for all modules currently taught on our MSc Marketing
(Advertising and Communications) course.
Module name
Core Modules
Strategic Perspectives in
Marketing
The Customer Experience
Operational Marketing
Contemporary Issues in
Marketing
Developing the Effective and
Responsible
Practitioner
Description
Learn to think strategically and understand how
strategic marketing decisions are formulated and
executed in the global marketplace while also
considering how ethical challenges and cultural
differences are dealt with from a brand perspective.
Advance your knowledge of consumer behaviour
throughout all stages of consumption in the context
of a range of micro and macro environmental issues
relating to your own attitudes and behaviour.
Here you will develop the professional skills required
to build effective marketing plans through creating a
market audit, planning and implementation whilst
gaining an understanding of the foundations of
marketing theory.
Through exposure to the latest research you will be
introduced to a raft of contemporary issues that are
pertinent to a critical understanding of the world of
business and will relate these to the theory and the
evolving practice of marketing today.
The aim of this module is to develop you in relation to
both effective and responsible practice. Practice is
central to the ethos of the school, and an effective
practitioner is able to take responsibility for their
personal
and
professional
development,
and
possesses key skills in research and data analysis as
a basis upon which to make decisions. In addition to
research skills, you will be expected to access a wide
range of learning events designed to develop the
skills identified in your own personal development
plan identified at the start of the course and from
your knowledge of the wider global organisational
context. A responsible practitioner is able to
recognise and understand the environmental, social,
governance and ethical problems that may occur in
your chosen discipline and apply appropriate
frameworks or professional codes to resolve such
problems. In doing so you will reflect on your
performance and recognise the value of proactively
engaging in the sustainable transformation of
business and the economy.
Applied / Consultancy Project
Route Modules
Advertising and Marketing
Communications
Managing the Corporate Brand
Specifically the module therefore aims to:
 Support your transition to M-level study and
enhance your independent learning skills
 Develop
your
wider
understanding
of environmental, social, governance and
ethical problems, and discipline-specific issues
in relation to these problems.
 Develop your research and data analysis skills
 Encourage you to be a reflective practitioner,
able to identify and enhance your transferable
skills.
The consultancy project will give students the chance
to undertake focused research and develop a range of
professional skills related to working in teams,
managing a complex project and liaising with a client.
This module will enable you to develop an
understanding of the theories and concepts in
marketing communication, the range of marketing
communications tools and approaches and how to
practically apply them to develop effective marketing
communication strategies and plans in a variety of
different contexts. You will also develop an
understanding
of
contemporary
marketing
communication issues and identify implications for
future marketing strategies and plans.
This module is designed to enable you to develop an
understanding of the theories and concepts used to
manage
corporate
reputation
(including
the
organisation’s reputation, its corporate brand and
corporate communication strategies). You will
develop an understanding of the role of corporate
communications, corporate branding and reputational
status in relation to other organisational functions.
You will also study the strategic development of an
organisation, as well as exploring how organisations
use corporate brand management to communicate
with stakeholders in a variety of contexts.
Please note that modules offered are subject to change.