Marketing MSc

University of Gloucestershire

Successful branding adds customer value and is a key element in gaining and protecting competitive advantage. The importance of brands and corporate reputation in both home & global customer and business-to-business markets is emphasised. This module critically addresses the multiple factors that contribute to successful branding decisions: brand management (strategic, operational and tactical considerations) and more innovative approach (identity and symbolism) that incorporates a cultural perspective on the importance of brands.

The module aims to provide students with an applied understanding of business decision making by focusing on behavioural and management science approaches. It utilises these two approaches to evaluate the reality of practical decision making. The role of intuitive versus analytical approaches to decision making will also be explored and how approaches to Decision Making can influence sustained development and innovation in business.

The purpose of the dissertation is to allow the student to carry out a self-managed piece of work that provides an in-depth investigation of an issue relevant to the field of marketing. The dissertation allows the student to critically evaluate and synthesise relevant marketing related philosophies, theories and models, undertake a process of enquiry using primary and/or secondary data sources and critically relate these academic concepts to a relevant area of marketing activity. The dissertation allows for an analytical study of academic topics within the context of practical marketing decision making and can thereby contribute to the body of knowledge in the domain of marketing. The reflective element of the dissertation will give the student an opportunity to critically analyse and evaluate their experience of the learning process.

This module has been designed to allow students to develop skills to evaluate current online practices and explore new innovative online developments in relation to their impact on organisations and their strategic approaches. It explores the role of digital electronic methods in marketing strategy and how new technologies can be embraced for marketing purposes. It also focuses on the use and value of multimedia and the Internet as vehicles for the generation and distribution of ideas, goods and services in the business world. It concentrates on the design and evaluation of multimedia applications from a marketing perspective.

This module aims to develop an in-depth understanding of the factors that underpin the development and implementation of successful marketing strategies in both domestic and global markets. An understanding of the theory and application of marketing strategies in diverse environments is central to successful business decision making in this era of economic change and internationalisation. The challenges faced by businesses in today's global, interconnected markets and how these can be addressed through the design and implementation of market-driven strategies will be examined. Students will be encouraged to rationalise and defend strategic marketing choices and evaluate the bridge between theory and practice with a particular emphasis on the complexity of this decision making in an international context.

This module explores the integrated efforts of marketing and communications in building and maintaining brand awareness, identity and preferences. The module recognizes the changing nature of the communications environment, where technological trends, emerging new media, and the need to communicate globally are changing the way communications managers work. The module therefore emphasizes developments beyond the traditional elements of the promotional mix of advertising, direct marketing, PR, Sales Promotion, personal selling and adopts an international focus throughout. The module offers a balanced approach to consumer and trade communications by providing an additional business-to-business communications perspective.

This module examines the role of information in a commercial context, and reviews the approaches, tools and techniques by which organisations can generate and apply knowledge. After identifying the role of information in the strategic decision-making process, the module reviews a wide variety of methods for collecting, analysing and using data, from commercial marketing information systems to academic research projects.

This module explores customer behaviour, an essential springboard for a strategic marketing design. Behind actions such as product design and successful branding lies a deep understanding of the target market. A wealth of disciplines including psychology and sociology will form the basis for our analysis of business-to-consumer and business-to-business customer behaviour. We will aim to provide tangible business recommendations based on a deep analysis and empathy with customer needs, therefore exploring how customer behaviour impacts on business practice.