Master of Science in Marketing and Brand Management including Professional Placement

Kingston University

You will research a specific area of marketing in depth by identifying a topical issue or problem using appropriate theory and research methods. You will put the knowledge you've developed during the course to the test by writing a research proposal and dissertation that combine academic rigour with practical marketing implications. You will then communicate these findings as you would do in the workplace – by writing a management report.

Examine how marketing management theories and methods can be applied to ensure long-term success for a broad range of organisations, private or not-for-profit, with a global context. Global Marketing Management is the discipline of planning, organising and managing marketing resources across international regions, to achieve an organisation's marketing objectives. This module is delivered through lectures, case study seminars and workshops and is supported by professional guest speakers.

Examine diverse, sometimes controversial, theories of 'the brand'. Understand the strategic challenges faced by brands and their managers. Develop your own brand management skills that will enable you to make an immediate and effective contribution. This module is delivered through a mix of formal lectures, video case studies and seminars. Groups of students often debate pre-assigned 'hot issues' in branding and present their perspective. There is also an opportunity to visit the Museum of Brands, Packaging and Advertising in Notting Hill, London.

Design is integral to an organisation's branding strategy, but relatively few managers have the ability to critically appraise a design or shape its development. This module teaches students how to nurture a distinctive brand, through gaining key knowledge and practice in design management. This includes the strategy, process and implementation involved in successfully executing the design elements of a branding strategy.

This module focuses on how people buy and use products, and how they react to marketing action. You will: apply this buyer behaviour information to specify marketing goals and define an effective services strategy; critically evaluate the latest research developments in buyer behaviour, such as customer loyalty, satisfaction, advertising effectiveness, branding, pricing and store atmospherics; take a scientific approach, based on evidence and theory, to understand the practical application of research findings and to identify areas where further investigation may be needed; and evaluate the most appropriate methods of investigation and analysis.

This module will help you develop the knowledge and skills required for a career in marketing communications, whether in an agency, consultancy or client-side role. Marketing communications involves planning, managing and evaluating communication strategies across a range of online and offline channels to engage target audiences and build brand value. The module focuses on the integration of digital tools – such as social media, content marketing and search – within broader marketing communication strategies. You will learn how to design and implement integrated campaigns that combine traditional and digital tactics effectively. The module also explores the key theoretical and strategic principles underpinning persuasive and ethical digital communications in contemporary business contexts.

Understand the elements of effective market research. Collect primary data that is valid and reliable for management purposes. Develop practical skills in data analysis to transform this raw data into information that guides marketing decisions. This module can act as a launch pad for a career in market research within the wider marketing industry. The skills you learn in this module also prepare you for your dissertation. Learn to critically evaluate commercial and academic published research, construct and execute a programme of research, and analyse and present the results.