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This course is now full for September 2020 entry. Please see our course search for an alternative September 2020 course, or courses that start in January 2021.

Join our stimulating MSc Marketing course and tailor your course to suit your needs. Explore the fundamental principles of marketing alongside contemporary issues – how much budget should really go into content? Can big data turn marketing into a science? How have newcomers like Lidl and Aldi shaken up the UK retail sector? This Master's course will allow you to pursue your interests and specialise in an area of your choice.

You will develop a sophisticated understanding of the central role that marketing plays in current business strategy. Whether you have an undergraduate business background or not, this specialist master's will equip you with advanced marketing knowledge and the key management capabilities that will ensure you make an immediate impact in the workplace.

Our MSc Marketing course is taught by academics at Newcastle Business School, which is double AACSB accredited in business and accounting and reflects the international reputation of our research as well as the passion of our teaching staff. You will be part of a vibrant business community, where you will be encouraged to engage with staff research throughout your course.

You will also benefit from access to our valuable network of external partners and contacts.

In the second semester of year 2 of this programme you will choose to complete either a master’s Advanced Practice placement or master’s Study Abroad module. If you choose the Advanced Practice placement option, we will work with you to secure a placement opportunity. If you choose the study abroad option, we have an extensive network of high ranking academic institutions for you to choose from to complete the Study Abroad module. Though we will help alI students it is important to remember that ultimately it is your responsibility to secure your placement.

This course is accredited by the Chartered Institute of Marketing (CIM), one of the world's leading professional bodies in the marketing field. The accreditation provide the chance to work towards professional marketing qualifications upon graduation through the CIM's IDM graduate gateway. 

The Chartered Institute of Marketing (CIM) is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners.

Northumbria University has joined forces with CIM to give students the opportunity to gain professional qualifications through the CIM Graduate Gateway. CIM qualifications are highly sought after by employers, and their content is reflected in our own degrees which ensures we are equipping students with the best opportunities for a successful marketing career.

Course Information

Level of Study
Postgraduate

Mode of Study
2 years Full Time (with advanced practice/study abroad in the second year)

Department
Newcastle Business School

Location
City Campus, Northumbria University

City
Newcastle

Start
January 2021

Fee Information

Module Information

Videos / Marketing

Watch Principal Lecturer Dr David Hart discuss the Marketing Masters in a Minute (or so), and then discover more about Newcastle Business School's double accreditation from the Association to Advance Collegiate Schools of Business (AACSB international).

Book a Virtual Open Day / Experience Marketing MSc

Visit an Open Day to find out about life in Newcastle, tour our facilities, discover your funding options and chat to staff and students.

You will learn through a stimulating mix of lectures, seminars and workshops based around real life business case studies, enhanced by a team-building residential event early in the programme and an intensive team-based business simulation event later on.

To complement your core modules you will have the chance to select two specialist modules in semester two. The option modules will cover issues such as branding, consumer consumption and global marketing.

For your final project you will have the choice of either an individual dissertation on a marketing subject of your choice (working alongside a marketing academic), or to work in our Business Clinic on a team-based consultancy project, where you will work with a real client to find solutions to real-life business problems.

Book a Virtual Open Day / Experience Marketing MSc

Visit an Open Day to find out about life in Newcastle, tour our facilities, discover your funding options and chat to staff and students.

You will be taught by leading academics and supported by our experienced staff, many of whom have worked in business as well as academia.

Your modules will be delivered via a range of methods including seminars, workshops and action learning sets. There is, however, minimal formal classroom teaching and lecturing on this programme and you will be expected to actively self-initiate learning opportunities to a significant extent.

All modules on this programme are supported by professors and research-active academics who are at the forefront of their subject areas, and who offer one-to-one consultation, office hours, and timely communication via digital platforms. An extensive programme of academic skills support is also available from staff in our University Library. Extensive feedback, from both tutors and peers is built into the course. Whatever your background, we will help you take the more critical, deeper and research-informed approach that is needed for a Masters degree at a UK university.

Inspirational staff / Marketing MSc

Here are just a few of Northumbria's academic staff with expertise in Marketing. Click through to 'All staff profiles' to explore further.

Book a Virtual Open Day / Experience Marketing MSc

Visit an Open Day to find out about life in Newcastle, tour our facilities, discover your funding options and chat to staff and students.

Newcastle Business School provides first-class teaching in a world-class environment. From social spaces and hub areas to lecture theatres and exhibition spaces, our facilities are exceptional.

The 24/7 University Library achieves some of the highest levels of student satisfaction in the UK and has held the Cabinet Office accreditation for Customer Service Excellence since 2010.

The University has also invested heavily in IT labs and facilities. Business software includes ARIS Express Business Process Modelling, various SAS applications, Microsoft Project, and specialist decision-making software.

Technology Enhanced Learning (TEL) is embedded throughout the course. We use tools such as the ‘Blackboard’ eLearning Portal, lecture capture software to allow for catch-up streaming, and electronic reading lists that will guide your preparation for seminars and independent research.

Facilities / Marketing

Explore some of the outstanding facilities available at Newcastle Business School.

Book a Virtual Open Day / Experience Marketing MSc

Visit an Open Day to find out about life in Newcastle, tour our facilities, discover your funding options and chat to staff and students.

Our staff are actively pushing at the frontiers of knowledge and generating new understanding and insights. Over 40% of our publication outputs and 60% of our impact case studies have been assessed as internationally excellent or world leading (REF 2014).

Throughout your course, you will be an active participant in the thriving research culture that is at the heart of Newcastle Business School. With conferences and research events regularly taking place, and with staff discussing their own research as it relates to the topics you’ll study, there’s a strong emphasis on current real world issues. Much of our research takes place in collaboration with business partners, and by engaging with our ongoing work you will have opportunities to build a network of valuable contacts during your time here.

Book a Virtual Open Day / Experience Marketing MSc

Visit an Open Day to find out about life in Newcastle, tour our facilities, discover your funding options and chat to staff and students.

On completion of the course, you will have a broad understanding of strategic marketing as well as valuable expertise in your chosen pathway.

You will have strong emotional, cultural and business intelligence, allowing you to excel in decision-making, information handling and project management. These attributes will make you a strong candidate for management positions within marketing. You’ll also be equipped to enter a consultancy role, or to undertake further research either within or outside of Higher Education.

Newcastle Business School is partnered with the Chartered Institute of Marketing (CIM), and our existing marketing courses are accredited under the CIM’s Graduate Gateway, allowing students the opportunity to undertake professional examinations upon completion of their course. Taking your skills to the next level with a Marketing Masters from Northumbria will help you stand out from the crowd when seeking professional employment.

A Masters course that takes two years, instead of just one, will carry particular weight with employers. They’ll understand that you’ll have a deeper understanding of topics as well as more experience - either in the workplace via an internship or from another cultural perspective via study abroad.

 

Book a Virtual Open Day / Experience Marketing MSc

Visit an Open Day to find out about life in Newcastle, tour our facilities, discover your funding options and chat to staff and students.

Entry Requirements 2020/21

Standard Entry

Applicants should normally have:

A minimum of a 2:2 honours degree in any subject, or substantial experience of working in a business organisation.

International qualifications:

If you have studied a non UK qualification, you can see how your qualifications compare to the standard entry criteria, by selecting the country that you received the qualification in, from our country pages. Visit www.northumbria.ac.uk/yourcountry

English language requirements:

International applicants are required to have a minimum overall IELTS (Academic) score of 6.5 with 5.5 in each component (or approved equivalent*).

 *The university accepts a large number of UK and International Qualifications in place of IELTS.  You can find details of acceptable tests and the required grades you will need in our English Language section. Visit www.northumbria.ac.uk/englishqualifications

Fees and Funding 2020/21 Entry

Full UK Fee: TBC

Full EU Fee: TBC

Full International Fee: TBC

ADDITIONAL COSTS

There are no Additional Costs

Scholarships and discounts

Click here for Home/EU scholarships and discounts information

Click here for International scholarships and discounts information

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* By submitting your information you are consenting to your data being processed by Northumbria University (as Data Controller) and Campus Management Corp. (acting as Data Processor). To see the University's privacy policy please click here

Modules

Module information is indicative and is reviewed annually therefore may be subject to change. Applicants will be informed if there are any changes.

BM9718 -

Research Methods and Analytics for Business Practice (Core,20 Credits)

In this module you will learn about a comprehensive range of research methods and business analytics techniques. This will equip you with the knowledge and practical skills necessary for you to conduct research at Masters’ level and prepare you to complete a Master’s Dissertation, Consultancy Project or Management Enquiry. By the end of the module you will know how to apply both quantitative and qualitative data collection and business analysis techniques. In quantitative techniques you will learn about sampling, questionnaire design, statistical inference, and hypothesis testing while qualitative techniques covered will include methods such as interviewing and focus groups. Analysis methods such as content analysis and thematic analysis will also be covered. In addition, you will gain some understanding of research philosophy (positivism and interpretivism) and research ethics and you will be able to write a research proposal to bring these ideas together.
Furthermore, this module will provide clear, critical, and analysis of data, you will also be able to consider the use of analytics implementation skills, where you will be introduced to analytics software such as SPSS. SPSS statistics analysis is one of the powerful solutions that is designed to help businesses and researchers to solve problems by various methods (geospatial analysis, predictive analytics and hypothesis testing).

More information

HR9737 -

Leadership and Management Development (Core,20 Credits)

This module engages you in personal and professional development in order that you develop and hone your teamworking, management and leadership skills,

capabilities and attributes, and in so doing, enhance your employability. On this module, you will not only prepare for your first job after you graduate but also kickstart

your commitment to life-long personal and professional learning. In the first part of the module you will be supported in a self-analysis by a range of activities, including

the completion of self-administered tool-kits to demonstrate an increased self-awareness and self-understanding. This will also involve applying theoretical frameworks

and researching contemporary literature for a more in-depth understanding of self. A key outcome of this process is how you will be able to exploit this development in

order to lead, and manage, more effectively in your future careers. The second part of the module contains activities which enable you to build on your self-analysis and

explore further your strengths, weaknesses and areas for development in the context of your career development plans. You will receive guidance on how to craft

professional, postgraduate CVs, LinkeIn profiles, and supporting documentation to meet the needs of employer. Furthermore, you will use your understanding of self to

help you to understand the key issues and specific challenges that you face, with your skills profile, in relation to your employability prospects in your target

profession/industry/sector. This will also include the development of knowledge into the global graduate market, (including routes such as self-employment and

developing your career with an existing employer) drawing upon local, national and international examples.

More information

MK9705 -

Strategic Marketing for Sustainable Competitive Advantage (Core,20 Credits)

The module takes a contemporary and strategic view of marketing, and aims to help you develop a critical understanding of concepts, theories and techniques in the context of strategic marketing management at an advanced level. The intention is to support the development of knowledge and skills required to undertake strategic analysis of markets and organisations and formulate a competitive and sustainable marketing strategy. A contemporary approach to marketing is adopted throughout the module, as you will have the opportunity to learn and discuss the concepts that have changed the way we perceive marketing today, such as Responsible Marketing, Digital Marketing, value co-creation and disruptive innovation.

You will be introduced to Marketing at a strategic level of a business, and understand how marketing decisions are made in the context of other essential business functions; i.e. financial planning, operations and supply chain management, and human resource management. This will be addressed through engagement with a Business Simulation game delivered through workshops.

Within this module, you will cover three main areas associated with strategic marketing:

1) Developing appropriate marketing strategies:

• Marketing Audit
• Assessing Micro- and Macro-environmental factors
• Customer profiling and the customer journey
• New product development
• Delivering and communicating customer value

2) Implementation of strategies:

• Branding and brand management
• Sales management
• Retail Management and Marketing Channels
• Internet Marketing
• Marketing metrics
• Pricing Strategy

3) Emerging areas in contemporary marketing strategy:

• Internal marketing
• International Marketing - Marketing across the border
• Responsible Marketing and Sustainable Consumer Behaviour
• Digital marketing

More information

MK9706 -

Marketing Research and Analytics (Core,20 Credits)

The aim of this module is for you to develop a comprehensive understanding of the roles of ‘Marketing Research’ and ‘Marketing Analytics’ in a successful organisation. You will gain an understanding of how marketing analytics and marketing research can assist managers, entrepreneurs and other stakeholders in their relentless pursuit of gaining competitive advantages. First, the principles of marketing research are presented. This involves exploring areas such as qualitative and quantitative research. From here the fundamentals of marketing analytics are discussed. Thus, a highly structured approach will be provided for you to undertake the module successfully.

Upon completion of the module, you will be able to:

• Describe and explain the key theoretical terms and concepts of marketing research. You will furthermore receive first-hand experience of qualitative and quantitative marketing research in the interest of developing qualitative and quantitative marketing research skills.

• Describe and explain the key theoretical terms and concepts of marketing analytics. In addition, you will have the appropriate skills to develop analytic dashboards.

More information

MK9707 -

Branding (Optional,20 Credits)

You will learn a rich breadth of knowledge on branding, including critical competence and skills in brand design, branding strategies and brand management. You will discover up-to-date cutting-edge theories and techniques that you will need at the strategic and operational levels for branding in local and global markets. Topics include:

• Brand dynamics (e.g., brand meaning and identity in culturally diverse markets, brand forms and design elements).
• Brand design (e.g., brand identity system, colour, typography, sound, visual psychology and videography applications).
• Branding in the new technological environments (e.g., new digital devices, wearables, social media, Apps, content and crises management).
• Consumer-brand relationships (e.g., brand trust, brand love/hate, brand addiction, customer experiences/choices, brand relationship management, brand communities, value co-creation).
• Brand research and auditing (e.g., tools/techniques for brand research, competition and media analysis, brand audit).
• Brand management (e.g., brand initiatives, design management, creating and co-ordinating touch points, intellectual property, measuring performance, managing a portfolio of brands).
• Branding strategies for products and services (e.g., brand innovation, branding and portfolios for new-tech products, place/nation branding).

More information

MK9708 -

Contemporary Issues in Consumer Behaviour (Optional,20 Credits)

Since the beginning as a stand-alone discipline, marketing theory and practice is underpinned by in-depth knowledge of consumers. However, understanding today’s consumer is a challenge, even for the most seasoned marketing practitioners and academics. Research in consumer behaviour suggests that we live in a consumer culture, where consumers seek experiences that are underpinned by expectations of engagement, co-creation, choice, hyper-reality, and instant gratification.

Therefore, we encourage our marketing students to understand the complex nature of postmodern consumers and key issues they face in order to become capable marketers or academics. To begin with, you will learn about postmodern consumer culture and its influence on contemporary marketing strategy. It enables you to understand the complex and ever-changing needs and wants of postmodern consumer society. This covers key postmodern consumer traits such as experience, co-creation, hyper-reality, engagement, instant gratification, and fragmentation of self. It also helps you to critically understand the nature and importance of relational orientation in developing contemporary marketing strategies. Building on this understanding, you will be introduced to key issues of postmodern consumer culture and how they influence marketing as a discipline. Here, you will learn the depths of consumerism and critically evaluate its nature, traits and influences on gender issues, ethical debates, sustainability strategies, brand communities, and globalisation trends. You will engage in critical debates to learn how these issues are everyday part of our lives in today’s postmodern culture, thus, bringing greater relevance to designing marketing strategies.

More information

MK9709 -

Global Consumers and Marketplaces (Optional,20 Credits)

Owing to changing migration patterns and digital media, we live in an increasingly global society. Whilst posing many opportunities for business, the decision to internationalise a company’s offering involves as range of complex business decisions. In this module, you will explore how marketing practices can be applied to global business, and in doing so develop a thorough commercial appreciation of the complexities of marketing across nations.

The module is broadly composed of three themes:

• The Global Consumer: Consumers across the globe differ on a wide range of factors, including education levels, cultural norms, religious beliefs and wider lifestyle preferences. You will be introduced to some of these core differences, explore how cultural values differ across regions and the emergence of a global consumer culture. You will also explore how consumers tend to favour products from certain countries based on principles of country-of-origin and national identity.

• International Marketing Strategy: This theme will introduce you to the various market entry strategies utilised by organisations, including export, intermediate and hierarchical modes. Here you will explore the complexities of the global marketing environment (encapsulating political and economic differences) and developing international buyer-seller relationships.

• Global Marketing Decisions: Once an organisation chooses to internationalise, you will explore the range of marketing decisions that need to be made, including queries over product, pricing, marketing communications and branding. As part of this, you will be introduced to the ‘standardisation versus adaptation’ debate, which considers whether organisations should offer identical offerings across markets or implement a more tailored approach.

More information

NX0470 -

Applied Management Work Investigation (Optional,60 Credits)

You will undertake a group consultancy project within the Business Clinic during the first semester of your second year of Masters’ study (NX0479). Through your work-based experience, you will develop ability as a problem solver with valued investigative, theoretical and practical business skills. This will last the length of the semester and involve the examination of a complex organisational problem or commercial opportunity. This second semester module will involve the development of the client oriented management report and presentation alongside an individual literature review and personal reflection.

The content of the management report will be unique. The nature and scope of the area of your investigation will be defined and agreed in collaboration with the organisation and the University supervisor. The syllabus will include:

• Conducting research in organisations.
• Identifying researchable questions.
• Consultancy and project management skills.
• Research methods and doing a literature review
• Presentation, communication and report writing skills.
• Analysing findings.
• Writing recommendations and action plans.
• Reflecting on work based experiential learning.

In undertaking this project based module, you will critically reflect and evaluate upon organisational practices and their relation with academic theory, and in doing so, provide practical and actionable recommendations through an investigative management report.

The assessment for your module consists of a Group Consultancy Report (7,000 words) and Final Client Presentation, weighted at 60%, alongside an Individual Assignment comprising a Literature Review (4000 words) and a Reflective Learning Statement (2,000 words), weighted at 40%.

More information

NX0478 -

Masters' Study Abroad (Optional,60 Credits)

Within this module, you will record your learning experience gained by undertaking a semester outside of the UK as part of your Masters’ programme by means of academic study at a partner institution and it will enable you to recognise the differences between a business and management academic experience between Northumbria and your chosen overseas academic institution.

Your programme of study will vary according to the country and institution in which you study, but each programme offered will meet the following general requirements:
• The study programme will be last one at least one semester in duration.

• You will attend all mandatory classes.

• You will undertake normal module assessments required by the host institution.

• You will study subjects approved by the NBS Study Abroad Programme Leader. Subject areas may be in any business discipline, foreign language, culture or politics.

More information

NX0479 -

Business Clinic PG Group Consultancy Project (Optional,60 Credits)

As a student enrolled on one of the 2-year Advanced Practice Programmes you may undertake a group consultancy project within the first semester of your second years of Masters’ study (the alternative is an Internship). Through your work-based experience, you will develop abilities as a problem solver with valued investigative, theoretical and practical business skills. This work-based experience will last the length of the semester and involve the examination of a complex organisational problem or commercial opportunity. By undertaking this module, you will have enhanced your individual skills, knowledge, effectiveness and employability by locating learning and development within a work-based context and will have critically reflected and evaluated upon organisational practices and the relation with academic theory.

The content of the work-based experience will be unique to you as a group of participants. The nature and scope of the area of student investigation will be defined and agreed in collaboration with the organisation and the University supervisor. The syllabus will include:

• Conducting research in organisations.
• Identifying researchable questions.
• Consultancy and project management skills.
• Research methods and doing a literature review
• Presentation, communication and report writing skills.
• Analysing findings.
• Writing recommendations and action plans.
• Reflecting on work based experiential learning.

Assessment will be both formative and summative and incorporate self, peer, and tutor evaluation. You will present your work-based findings to academic mentors (oral presentation) and an interim report written on behalf of the host organisation or sponsoring project client. In the follow-up module (NX0470), you will provide a substantial management investigation report on the business related issue emerging from this placement or consultancy, alongside a personal reflective statement.

*Those students who do not achieve a mark 80% or more will not progress to NX0470 but will progress to the Masters Dissertation Module (NX0422).

More information

NX0480 -

The Newcastle Business School Masters Dissertation (Optional,60 Credits)

In this module you will gain an understanding of the academic skills that are required to produce a Masters Dissertation. By the end of the module you will have written a 3000 word dissertation proposal and a 15000 word Masters dissertation. The areas included are:

• Justification for the choice of topic
• Appropriate understanding, awareness and critical analysis of existing and up to date literature evidenced by a comprehensive and well-referenced literature review with an extensive reference list
• Selection, justification and application of an appropriately rigorous methodology - including limitations of the approach selected
• Clear statement of the findings of the research
• Critical analysis of the findings
• Explicit links between the analysis and the conclusions supported by critical argument
• Evidence of original work or thought for example in the form or context of the data collected, analytical process or application of findings

More information

NX9734 -

Masters' Management Enquiry (Optional,60 Credits)

The Masters’ Management Enquiry module is a student-led individual project that enables you to undertake a significant piece of assessed

work commensurate with a capstone module and is offered as an alternative to the Masters’ Dissertation and Masters’ Consultancy Project.

The module aims to provide you with an opportunity to demonstrate an authentic engagement with managers and/or professionals in your

discipline (this enquiry has to be discipline specific), and to integrate the knowledge you have developed during your programme to explore

the theory in practice. The learning on this module is experiential and problem based, where the focus is upon you discovering, probing and

questioning key practice-based issues. Through the module you will be offered the opportunity to develop and enhance key transferable

employability skills including; time management, project management, communication (written, aural and verbal), negotiation, persuasion and

influence, discovery, initiative, problem-solving and analysis.


The module has five thematic areas; explore, review, engage, reflect and connect. These form the key elements of the assessed submission

which is a single 15,000 word report.


Part A (35%, 5,000-5,500 words)

Explore: Interviewing a manager and/or professional in your discipline. In this interview you will either explore a key issue which you feel the

discipline is facing or, alternatively, explore with the manager or professional the key issues that they feel they are facing in practice. It is

expected that you will apply non-verbatim documented conversation and provide evidence of the key ideas emerging within the submitted

enquiry report (e.g. within the appendices).

Review: Critically examining the academic and practitioner literature to support the exploration, displaying an ability to critically assess and

appraise the knowledge of your discipline related to a specific key issue arising from your exploration.


Part B (65%, 9,500-10,000 words)

Engage: Displaying an authentic engagement with the discipline problem/issue identified in Part A, by collecting/generating and analysing

further live data (beyond the initial interview) regarding the discipline problem/issue. This live data may be primary data (e.g. further interviews

with, or questionnaire to, managers and/or professionals in practice) or secondary data (e.g. industry data). Application of appropriate,

ethically-considered, research methods and appropriate qualitative or quantitative data analysis.

Reflect and Connect: Demonstrating an ability to critically evaluate and reflect on the issues arising from the Management Enquiry.

Demonstrating how you have connected and fed-back to the participants of the Enquiry (usually the manager and/or participants) your key

findings to provide clear prioritised, well-justified, practical and actionable recommendations for change/enhancement/improvement to existing

practice to show how the recommendations would potentially affect workplace professional decision making.

More information

NX9740 -

Masters' Internship (Optional,60 Credits)

Within this module, you will record your learning experience gained by undertaking a semester outside of the University as part of your Masters’ programme by means of Internship at an external organisation and it will enable you to assess the learning that has taken place in the University with a “real-world” business experience.

Your Internship will vary according to your programme of study and host organisation, but each Internship undertaken will meet the following general requirements:

• Undertake work in an organisation external to the University that will last one semester in duration.

• You will undertake work, where appropriate or necessary for professional body requirements, which are directly relevant to your programme of study.

• The Internship will be approved by the Year 2 NBS Masters’ Coordinator.

More information

Modules

Module information is indicative and is reviewed annually therefore may be subject to change. Applicants will be informed if there are any changes.

BM9718 -

Research Methods and Analytics for Business Practice (Core,20 Credits)

In this module you will learn about a comprehensive range of research methods and business analytics techniques. This will equip you with the knowledge and practical skills necessary for you to conduct research at Masters’ level and prepare you to complete a Master’s Dissertation, Consultancy Project or Management Enquiry. By the end of the module you will know how to apply both quantitative and qualitative data collection and business analysis techniques. In quantitative techniques you will learn about sampling, questionnaire design, statistical inference, and hypothesis testing while qualitative techniques covered will include methods such as interviewing and focus groups. Analysis methods such as content analysis and thematic analysis will also be covered. In addition, you will gain some understanding of research philosophy (positivism and interpretivism) and research ethics and you will be able to write a research proposal to bring these ideas together.
Furthermore, this module will provide clear, critical, and analysis of data, you will also be able to consider the use of analytics implementation skills, where you will be introduced to analytics software such as SPSS. SPSS statistics analysis is one of the powerful solutions that is designed to help businesses and researchers to solve problems by various methods (geospatial analysis, predictive analytics and hypothesis testing).

More information

HR9737 -

Leadership and Management Development (Core,20 Credits)

This module engages you in personal and professional development in order that you develop and hone your teamworking, management and leadership skills,

capabilities and attributes, and in so doing, enhance your employability. On this module, you will not only prepare for your first job after you graduate but also kickstart

your commitment to life-long personal and professional learning. In the first part of the module you will be supported in a self-analysis by a range of activities, including

the completion of self-administered tool-kits to demonstrate an increased self-awareness and self-understanding. This will also involve applying theoretical frameworks

and researching contemporary literature for a more in-depth understanding of self. A key outcome of this process is how you will be able to exploit this development in

order to lead, and manage, more effectively in your future careers. The second part of the module contains activities which enable you to build on your self-analysis and

explore further your strengths, weaknesses and areas for development in the context of your career development plans. You will receive guidance on how to craft

professional, postgraduate CVs, LinkeIn profiles, and supporting documentation to meet the needs of employer. Furthermore, you will use your understanding of self to

help you to understand the key issues and specific challenges that you face, with your skills profile, in relation to your employability prospects in your target

profession/industry/sector. This will also include the development of knowledge into the global graduate market, (including routes such as self-employment and

developing your career with an existing employer) drawing upon local, national and international examples.

More information

MK9705 -

Strategic Marketing for Sustainable Competitive Advantage (Core,20 Credits)

The module takes a contemporary and strategic view of marketing, and aims to help you develop a critical understanding of concepts, theories and techniques in the context of strategic marketing management at an advanced level. The intention is to support the development of knowledge and skills required to undertake strategic analysis of markets and organisations and formulate a competitive and sustainable marketing strategy. A contemporary approach to marketing is adopted throughout the module, as you will have the opportunity to learn and discuss the concepts that have changed the way we perceive marketing today, such as Responsible Marketing, Digital Marketing, value co-creation and disruptive innovation.

You will be introduced to Marketing at a strategic level of a business, and understand how marketing decisions are made in the context of other essential business functions; i.e. financial planning, operations and supply chain management, and human resource management. This will be addressed through engagement with a Business Simulation game delivered through workshops.

Within this module, you will cover three main areas associated with strategic marketing:

1) Developing appropriate marketing strategies:

• Marketing Audit
• Assessing Micro- and Macro-environmental factors
• Customer profiling and the customer journey
• New product development
• Delivering and communicating customer value

2) Implementation of strategies:

• Branding and brand management
• Sales management
• Retail Management and Marketing Channels
• Internet Marketing
• Marketing metrics
• Pricing Strategy

3) Emerging areas in contemporary marketing strategy:

• Internal marketing
• International Marketing - Marketing across the border
• Responsible Marketing and Sustainable Consumer Behaviour
• Digital marketing

More information

MK9706 -

Marketing Research and Analytics (Core,20 Credits)

The aim of this module is for you to develop a comprehensive understanding of the roles of ‘Marketing Research’ and ‘Marketing Analytics’ in a successful organisation. You will gain an understanding of how marketing analytics and marketing research can assist managers, entrepreneurs and other stakeholders in their relentless pursuit of gaining competitive advantages. First, the principles of marketing research are presented. This involves exploring areas such as qualitative and quantitative research. From here the fundamentals of marketing analytics are discussed. Thus, a highly structured approach will be provided for you to undertake the module successfully.

Upon completion of the module, you will be able to:

• Describe and explain the key theoretical terms and concepts of marketing research. You will furthermore receive first-hand experience of qualitative and quantitative marketing research in the interest of developing qualitative and quantitative marketing research skills.

• Describe and explain the key theoretical terms and concepts of marketing analytics. In addition, you will have the appropriate skills to develop analytic dashboards.

More information

MK9707 -

Branding (Optional,20 Credits)

You will learn a rich breadth of knowledge on branding, including critical competence and skills in brand design, branding strategies and brand management. You will discover up-to-date cutting-edge theories and techniques that you will need at the strategic and operational levels for branding in local and global markets. Topics include:

• Brand dynamics (e.g., brand meaning and identity in culturally diverse markets, brand forms and design elements).
• Brand design (e.g., brand identity system, colour, typography, sound, visual psychology and videography applications).
• Branding in the new technological environments (e.g., new digital devices, wearables, social media, Apps, content and crises management).
• Consumer-brand relationships (e.g., brand trust, brand love/hate, brand addiction, customer experiences/choices, brand relationship management, brand communities, value co-creation).
• Brand research and auditing (e.g., tools/techniques for brand research, competition and media analysis, brand audit).
• Brand management (e.g., brand initiatives, design management, creating and co-ordinating touch points, intellectual property, measuring performance, managing a portfolio of brands).
• Branding strategies for products and services (e.g., brand innovation, branding and portfolios for new-tech products, place/nation branding).

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MK9708 -

Contemporary Issues in Consumer Behaviour (Optional,20 Credits)

Since the beginning as a stand-alone discipline, marketing theory and practice is underpinned by in-depth knowledge of consumers. However, understanding today’s consumer is a challenge, even for the most seasoned marketing practitioners and academics. Research in consumer behaviour suggests that we live in a consumer culture, where consumers seek experiences that are underpinned by expectations of engagement, co-creation, choice, hyper-reality, and instant gratification.

Therefore, we encourage our marketing students to understand the complex nature of postmodern consumers and key issues they face in order to become capable marketers or academics. To begin with, you will learn about postmodern consumer culture and its influence on contemporary marketing strategy. It enables you to understand the complex and ever-changing needs and wants of postmodern consumer society. This covers key postmodern consumer traits such as experience, co-creation, hyper-reality, engagement, instant gratification, and fragmentation of self. It also helps you to critically understand the nature and importance of relational orientation in developing contemporary marketing strategies. Building on this understanding, you will be introduced to key issues of postmodern consumer culture and how they influence marketing as a discipline. Here, you will learn the depths of consumerism and critically evaluate its nature, traits and influences on gender issues, ethical debates, sustainability strategies, brand communities, and globalisation trends. You will engage in critical debates to learn how these issues are everyday part of our lives in today’s postmodern culture, thus, bringing greater relevance to designing marketing strategies.

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MK9709 -

Global Consumers and Marketplaces (Optional,20 Credits)

Owing to changing migration patterns and digital media, we live in an increasingly global society. Whilst posing many opportunities for business, the decision to internationalise a company’s offering involves as range of complex business decisions. In this module, you will explore how marketing practices can be applied to global business, and in doing so develop a thorough commercial appreciation of the complexities of marketing across nations.

The module is broadly composed of three themes:

• The Global Consumer: Consumers across the globe differ on a wide range of factors, including education levels, cultural norms, religious beliefs and wider lifestyle preferences. You will be introduced to some of these core differences, explore how cultural values differ across regions and the emergence of a global consumer culture. You will also explore how consumers tend to favour products from certain countries based on principles of country-of-origin and national identity.

• International Marketing Strategy: This theme will introduce you to the various market entry strategies utilised by organisations, including export, intermediate and hierarchical modes. Here you will explore the complexities of the global marketing environment (encapsulating political and economic differences) and developing international buyer-seller relationships.

• Global Marketing Decisions: Once an organisation chooses to internationalise, you will explore the range of marketing decisions that need to be made, including queries over product, pricing, marketing communications and branding. As part of this, you will be introduced to the ‘standardisation versus adaptation’ debate, which considers whether organisations should offer identical offerings across markets or implement a more tailored approach.

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NX0470 -

Applied Management Work Investigation (Optional,60 Credits)

You will undertake a group consultancy project within the Business Clinic during the first semester of your second year of Masters’ study (NX0479). Through your work-based experience, you will develop ability as a problem solver with valued investigative, theoretical and practical business skills. This will last the length of the semester and involve the examination of a complex organisational problem or commercial opportunity. This second semester module will involve the development of the client oriented management report and presentation alongside an individual literature review and personal reflection.

The content of the management report will be unique. The nature and scope of the area of your investigation will be defined and agreed in collaboration with the organisation and the University supervisor. The syllabus will include:

• Conducting research in organisations.
• Identifying researchable questions.
• Consultancy and project management skills.
• Research methods and doing a literature review
• Presentation, communication and report writing skills.
• Analysing findings.
• Writing recommendations and action plans.
• Reflecting on work based experiential learning.

In undertaking this project based module, you will critically reflect and evaluate upon organisational practices and their relation with academic theory, and in doing so, provide practical and actionable recommendations through an investigative management report.

The assessment for your module consists of a Group Consultancy Report (7,000 words) and Final Client Presentation, weighted at 60%, alongside an Individual Assignment comprising a Literature Review (4000 words) and a Reflective Learning Statement (2,000 words), weighted at 40%.

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NX0478 -

Masters' Study Abroad (Optional,60 Credits)

Within this module, you will record your learning experience gained by undertaking a semester outside of the UK as part of your Masters’ programme by means of academic study at a partner institution and it will enable you to recognise the differences between a business and management academic experience between Northumbria and your chosen overseas academic institution.

Your programme of study will vary according to the country and institution in which you study, but each programme offered will meet the following general requirements:
• The study programme will be last one at least one semester in duration.

• You will attend all mandatory classes.

• You will undertake normal module assessments required by the host institution.

• You will study subjects approved by the NBS Study Abroad Programme Leader. Subject areas may be in any business discipline, foreign language, culture or politics.

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NX0479 -

Business Clinic PG Group Consultancy Project (Optional,60 Credits)

As a student enrolled on one of the 2-year Advanced Practice Programmes you may undertake a group consultancy project within the first semester of your second years of Masters’ study (the alternative is an Internship). Through your work-based experience, you will develop abilities as a problem solver with valued investigative, theoretical and practical business skills. This work-based experience will last the length of the semester and involve the examination of a complex organisational problem or commercial opportunity. By undertaking this module, you will have enhanced your individual skills, knowledge, effectiveness and employability by locating learning and development within a work-based context and will have critically reflected and evaluated upon organisational practices and the relation with academic theory.

The content of the work-based experience will be unique to you as a group of participants. The nature and scope of the area of student investigation will be defined and agreed in collaboration with the organisation and the University supervisor. The syllabus will include:

• Conducting research in organisations.
• Identifying researchable questions.
• Consultancy and project management skills.
• Research methods and doing a literature review
• Presentation, communication and report writing skills.
• Analysing findings.
• Writing recommendations and action plans.
• Reflecting on work based experiential learning.

Assessment will be both formative and summative and incorporate self, peer, and tutor evaluation. You will present your work-based findings to academic mentors (oral presentation) and an interim report written on behalf of the host organisation or sponsoring project client. In the follow-up module (NX0470), you will provide a substantial management investigation report on the business related issue emerging from this placement or consultancy, alongside a personal reflective statement.

*Those students who do not achieve a mark 80% or more will not progress to NX0470 but will progress to the Masters Dissertation Module (NX0422).

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NX0480 -

The Newcastle Business School Masters Dissertation (Optional,60 Credits)

In this module you will gain an understanding of the academic skills that are required to produce a Masters Dissertation. By the end of the module you will have written a 3000 word dissertation proposal and a 15000 word Masters dissertation. The areas included are:

• Justification for the choice of topic
• Appropriate understanding, awareness and critical analysis of existing and up to date literature evidenced by a comprehensive and well-referenced literature review with an extensive reference list
• Selection, justification and application of an appropriately rigorous methodology - including limitations of the approach selected
• Clear statement of the findings of the research
• Critical analysis of the findings
• Explicit links between the analysis and the conclusions supported by critical argument
• Evidence of original work or thought for example in the form or context of the data collected, analytical process or application of findings

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NX9734 -

Masters' Management Enquiry (Optional,60 Credits)

The Masters’ Management Enquiry module is a student-led individual project that enables you to undertake a significant piece of assessed

work commensurate with a capstone module and is offered as an alternative to the Masters’ Dissertation and Masters’ Consultancy Project.

The module aims to provide you with an opportunity to demonstrate an authentic engagement with managers and/or professionals in your

discipline (this enquiry has to be discipline specific), and to integrate the knowledge you have developed during your programme to explore

the theory in practice. The learning on this module is experiential and problem based, where the focus is upon you discovering, probing and

questioning key practice-based issues. Through the module you will be offered the opportunity to develop and enhance key transferable

employability skills including; time management, project management, communication (written, aural and verbal), negotiation, persuasion and

influence, discovery, initiative, problem-solving and analysis.


The module has five thematic areas; explore, review, engage, reflect and connect. These form the key elements of the assessed submission

which is a single 15,000 word report.


Part A (35%, 5,000-5,500 words)

Explore: Interviewing a manager and/or professional in your discipline. In this interview you will either explore a key issue which you feel the

discipline is facing or, alternatively, explore with the manager or professional the key issues that they feel they are facing in practice. It is

expected that you will apply non-verbatim documented conversation and provide evidence of the key ideas emerging within the submitted

enquiry report (e.g. within the appendices).

Review: Critically examining the academic and practitioner literature to support the exploration, displaying an ability to critically assess and

appraise the knowledge of your discipline related to a specific key issue arising from your exploration.


Part B (65%, 9,500-10,000 words)

Engage: Displaying an authentic engagement with the discipline problem/issue identified in Part A, by collecting/generating and analysing

further live data (beyond the initial interview) regarding the discipline problem/issue. This live data may be primary data (e.g. further interviews

with, or questionnaire to, managers and/or professionals in practice) or secondary data (e.g. industry data). Application of appropriate,

ethically-considered, research methods and appropriate qualitative or quantitative data analysis.

Reflect and Connect: Demonstrating an ability to critically evaluate and reflect on the issues arising from the Management Enquiry.

Demonstrating how you have connected and fed-back to the participants of the Enquiry (usually the manager and/or participants) your key

findings to provide clear prioritised, well-justified, practical and actionable recommendations for change/enhancement/improvement to existing

practice to show how the recommendations would potentially affect workplace professional decision making.

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NX9740 -

Masters' Internship (Optional,60 Credits)

Within this module, you will record your learning experience gained by undertaking a semester outside of the University as part of your Masters’ programme by means of Internship at an external organisation and it will enable you to assess the learning that has taken place in the University with a “real-world” business experience.

Your Internship will vary according to your programme of study and host organisation, but each Internship undertaken will meet the following general requirements:

• Undertake work in an organisation external to the University that will last one semester in duration.

• You will undertake work, where appropriate or necessary for professional body requirements, which are directly relevant to your programme of study.

• The Internship will be approved by the Year 2 NBS Masters’ Coordinator.

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Any Questions?

Our admissions team will be happy to help. They can be contacted on 0191 406 0901.

Contact Details for Applicants:

bc.applicantservices@northumbria.ac.uk

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