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Join our stimulating MSc Marketing course and tailor your course to suit your needs. Explore the fundamental principles of marketing alongside contemporary issues –  How do marketers measure the effectiveness of their campaigns? What are the challenges of successfully launching a brand across cultures? What influences consumers’ choice and preference of one product/brand over the others? This Masters will allow you to pursue your interests and specialise in an area of your choice.

In an age where marketing budgets are rising but consumers are growing more resistant to advertising, our MSc Marketing course will prepare you for the modern challenges of the marketing profession. You will develop a sophisticated understanding of the central role marketing plays in contemporary business strategy. Whether you have an undergraduate business or non-business background, this specialist Masters will equip you with advanced marketing knowledge and the key management capabilities that will ensure you make an immediate impact in the workplace. 

Key advantages of this course:

Provides up-to-date knowledge with a real emphasis on practical marketing solutions 

The course is built around the requirements of two significant professional bodies; the Chartered Institute of marketing (CIM) and the Marketing Research Society (MRS) meaning that the course will allow you to demonstrate your learning is in line with professional benchmarks within the marketing field

In semester 2, you will have the chance to select marketing modules in areas such as; consumption, global marketplaces and branding,allowing you to focus on an area of interest or expertise

You will have the opportunity to opt for a traditional marketing dissertation on an area of your choosing, or work in teams at our award-winning Business Clinic providing professional guidance to a real organisation on existing business problems

This course provides professional value and intellectual challenge and encourages critical thinking, creative problem solving and effective communication in what is a fast pace, evolving industry

Develop assessment work in a variety of formats from business reports to infographics, providing the skills needed to communicate your ideas to employers

Take advantage of our links with industry;  attend guest speaker events; take part in competitions and learn from our marketing alumni that have gone on to have inspirational marketing careers

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 and research activities throughout your course. You will also benefit from access to our valuable network of external partners and business contacts.

 

 

Course Information

Level of Study
Postgraduate

Mode of Study
1 year Full Time
1 other options available

Department
Newcastle Business School

Location
City Campus, Northumbria University

City
Newcastle

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 our business clinic. Click on the link to find out about our AACSB accreditation and what it means for you.

Book an Open Day / Experience Marketing MSc

Experience an Open Day event to really get an inside view of what it's like to study Marketing at Northumbria. Hear from staff and students from the course and discover your funding options.

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.

In addition to the core modules that you will study, you will have the opportunity to select two specialist modules in semester two. 

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 clients to find solutions to real-life business problems.

Book an Open Day / Experience Marketing MSc

Visit an Open Day to really get an inside view of what it's like to study Marketing at Northumbria. Speak to staff and students from the course and discover your funding options.

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 3- 4 hours classroom teaching and lecturing per module 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 an Open Day / Experience Marketing MSc

Visit an Open Day to really get an inside view of what it's like to study Marketing at Northumbria. Speak to staff and students from the course and discover your funding options.

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 the outstanding facilities available at Newcastle Business School.

Book an Open Day / Experience Marketing MSc

Visit an Open Day to really get an inside view of what it's like to study Marketing at Northumbria. Speak to staff and students from the course and discover your funding options.

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 an Open Day / Experience Marketing MSc

Visit an Open Day to really get an inside view of what it's like to study Marketing at Northumbria. Speak to staff and students from the course and discover your funding options.

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.

Book an Open Day / Experience Marketing MSc

Visit an Open Day to really get an inside view of what it's like to study Marketing at Northumbria. Speak to staff and students from the course and discover your funding options.

Entry Requirements 2019/20

Standard Entry

Applicants should normally have:

A minimum of a 2:2 honours degree or equivalent, 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 2019/20 Entry

Full UK Fee: £9,000

Full EU Fee: £9,000

Full International Fee: £15,000

ADDITIONAL COSTS

There are no Additional Costs

Scholarships and Discounts

Click here for UK and EU Masters funding and scholarships information.

Click here for International Masters funding and scholarships 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.

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

NX0422 -

Dissertation Preparation and Research Methods (Core,0 Credits)

In this module you will learn about a variety of different research methods. 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 or consultancy project. By the end of the module you will know how to apply both quantitative and qualitative data collection and 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.

More information

NX0472 -

Developing Global Management Competencies I (Core,20 Credits)

This module is the first of two that prepares you to be highly employable by developing key hard and soft skills which have been identified by current research as those necessary for postgraduate students seeking work. The development of the module has been underpinned by Bird and Osland’s (2003) Global Competency Framework (Fig 1.1) and will provide you with two discrete skills sets - emotional and cultural intelligence (soft skills) and business intelligence (hard skills).

Emotional and Cultural Intelligence:
This strand of the module is about the development of self, and is intended to develop your ability to recognise the need for, and to enter into, the process of personal and professional development for both early employability and career progression. This strand is also designed to develop your capacity as an independent learner and to enable the development and application of the transferable (soft) skills, and of individual and group learning, across the programme of study. A key outcome of this process is to provide you with sufficient self-awareness of your intra and interpersonal skills to be able to embark on a creating a personal development plan.

Business Intelligence:
This strand of the module is about the development of practical skills and techniques required by businesses to help them in decision making operations. You will develop skills in problem solving, activity modelling, scorecards and data modelling and will therefore enhance your employability. Building on the programme philosophy of ‘learning by doing’, there will be a strong practical emphasis involving the use of tools such as Soft Systems Methodology (SSM), Balanced Scorecard, Strategy Maps, MS Excel and SAS. In addition to being able to devise quantitative measures and calculations, you will also be able to provide clear, critical, informative management interpretations based on the results obtained.

More information

NX0473 -

Developing Global Management Competencies II (Core,20 Credits)

This module is the second of two that prepares you to be highly employable by developing key hard and soft skills, which have been identified by current research as those necessary for postgraduate students seeking work. The development of the module has been underpinned by Bird and Osland’s (2003) Global Competency Framework and will provide you with two discrete skills sets - emotional and cultural intelligence (soft skills) and business intelligence (hard skills).

Business Intelligence:
In this strand of the module you will develop the practical skills and techniques required by businesses to help them in the project management and implementation of business intelligence and business analytics solutions. You will be introduced to some project management processes, tools and methodologies e.g. PMBOK and agile approaches. Such skills will be of great value to you in the workplace and will enhance your employability through developing practice based skills for the contemporary manager, thus emphasising the programme philosophy of ‘learning by doing’. A prominent theme throughout this module, similar to the module in semester 1 is to give you experience in a wide range of industry standard tools and technologies. To that end, most of the teaching plan will involve weekly workshop / seminar classes rather than formal lectures, although there will be some supporting lectures. In addition to being able to provide clear, critical, analysis of data, you will also be able to consider the project implementation skills needs.

Emotional and Cultural Intelligence:
This strand of the module is designed to help you understand key issues and challenges in relation to your employability prospects in the context of your target profession/industry/sector. A particular focus of this strand will be the impact of emotional intelligence, cultural intelligence and self-awareness for your employability as postgraduates. This will include the development of knowledge into the global graduate labour market (including routes such as self-employment and developing your career with an existing employer), drawing upon local, national and international exemplars. A key learning vehicle for this strand of the module is interactive seminars/workshops where you will undertake a number of activities to enable you to build on your self-analysis from Developing Global Management Competencies I and explore further their strengths, weaknesses and areas for further development in the context of your career development plans. You will also receive guidance on how to craft professional, postgraduate CVs, LinkedIn profiles supporting documentation to meet the needs of employers, building on your NX0475 activities and development. Detailed directed reading, diagnostics and interactive exercises will be undertaken which are contextualised to the country of study and/or intended employment, representing the specific needs of our diverse student body.

More information

NX0475 -

Academic and Professional Development (Core,0 Credits)

You will undertake the following support sessions across each of the three semesters of your study.

Induction Week

This will involve an introduction to NBS PG Learning – including; Culture, PG learning in a UK University, expectations, programme specific sessions and activities (e.g. a programme task involving group work, information searching and presentation). For UK students, this will also include an ASk task to inform Programme Leaders and the prioritisation of ASk material development.

Semester 1

In the first semester (or first two terms) , the emphasis in terms of skills will be around the development of reflective practice including its practical deployment, experience of writing critically and being able to demonstrate reflective practice and experiential learning within the development of this writing, but equally, explicit development of and practice in everyday academic skills such as presentation preparation and doing, time management. Some lecture sessions will be delivered by the Programme Leader (PL) to their programme. This will give an opportunity to the PL to see their students on a regular basis and will help to build programme identity. The sessions will include: Academic writing, plagiarism, PECS, LA procedures, Assignment / Examination preparation and procedures.

Other sessions will be delivered to all F/T PG students such as managing your time and study skills (e.g. how to identify key factors in managing your time, identifying goals, getting organised, sorting out documents / information and a work schedule etc.), Introduction to Business Information Resources (including online resources) and Plagiarism and the use of Turnitin.

Semester 2 (or terms 3-4)

The module will continue to provide sessions for students to see their Programme Leader on a regular basis so their relationship is maintained. The emphasis of many of the sessions will be on enhancing our postgraduate student’s employability. This will be informed by Northumbria Employability Framework, the Northumbria Employability Plan; ‘Giving Your Career An Edge’ and Northumbria University Employability and Leadership Attributes. In the UK, some sessions will be delivered by the Careers Service. Care will be taken to ensure these sessions will compliment other aspects of employability delivery (in other modules). The careers provision can be customised by CV partners and our London campus to address the specific needs of their students in relation to their place of study. For example, QA in London would like their students to have exposure to their training facilities /courses; an equivalent aid to employability.

Semester 3

The focus will be on ASk tutors supporting the students undertaking their dissertation for example item 12 of the specific skill development sessions.

The following is a list of specific skill development sessions to be delivered over the year:-

1. Understanding of assessment and marking criteria.
2. Reading and taking good notes (this could be delivered by the ASk team or another academic).
3. Speed reading techniques
4. Using the APA system of referencing
5. Understanding and avoiding Plagiarism
6. Describing arguments and making proposals
7. Academic reading skills (the ASk team) reading techniques, scanning, skimming, deep reading, critical reading and strategies for effective reading.
8. Writing skills (ASk team) – writing assignment, analysing the task, planning, identifying information sources, identifying key ideas, writing drafts, reviewing and editing work, presenting, submission and using feedback.
9. Time Management
10. Presentation skills – preparing, researching, planning, organisation and rehearsing.
11. Working in groups – what is an effective working group, meetings, organisation, making notes and managing the group.
12. Understanding and writing the Chapters of a Dissertation
Describing arguments and making proposals
Evaluating Research Objectives
Describing bias and limitations of research
Writing reflective statements

More information

NX0477 -

NBS Masters Consultancy Project (Optional,60 Credits)

This option is offered as an alternative to the NBS Masters’ Dissertation on all 1-year MSc programmes and in the second semester of year 2 on the 2-year programme variants with Study Abroad and with Advanced Practice (if the students select an Internship in semester 1), again as a Dissertation alternative. It is also offered as alternative to the Management Investigation on the MBA.

On this consultancy based module you will enhance your individual effectiveness and employability skills by locating the learning and development in an organisational context. In doing so, you will promote personal and group development, commercial awareness, and a range of inter-personal, intellectual and practical skills and knowledge centred on and demonstrated through a group negotiated real-time work-based project.

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

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

Modules

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

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

NX0422 -

Dissertation Preparation and Research Methods (Core,0 Credits)

In this module you will learn about a variety of different research methods. 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 or consultancy project. By the end of the module you will know how to apply both quantitative and qualitative data collection and 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.

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NX0472 -

Developing Global Management Competencies I (Core,20 Credits)

This module is the first of two that prepares you to be highly employable by developing key hard and soft skills which have been identified by current research as those necessary for postgraduate students seeking work. The development of the module has been underpinned by Bird and Osland’s (2003) Global Competency Framework (Fig 1.1) and will provide you with two discrete skills sets - emotional and cultural intelligence (soft skills) and business intelligence (hard skills).

Emotional and Cultural Intelligence:
This strand of the module is about the development of self, and is intended to develop your ability to recognise the need for, and to enter into, the process of personal and professional development for both early employability and career progression. This strand is also designed to develop your capacity as an independent learner and to enable the development and application of the transferable (soft) skills, and of individual and group learning, across the programme of study. A key outcome of this process is to provide you with sufficient self-awareness of your intra and interpersonal skills to be able to embark on a creating a personal development plan.

Business Intelligence:
This strand of the module is about the development of practical skills and techniques required by businesses to help them in decision making operations. You will develop skills in problem solving, activity modelling, scorecards and data modelling and will therefore enhance your employability. Building on the programme philosophy of ‘learning by doing’, there will be a strong practical emphasis involving the use of tools such as Soft Systems Methodology (SSM), Balanced Scorecard, Strategy Maps, MS Excel and SAS. In addition to being able to devise quantitative measures and calculations, you will also be able to provide clear, critical, informative management interpretations based on the results obtained.

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NX0473 -

Developing Global Management Competencies II (Core,20 Credits)

This module is the second of two that prepares you to be highly employable by developing key hard and soft skills, which have been identified by current research as those necessary for postgraduate students seeking work. The development of the module has been underpinned by Bird and Osland’s (2003) Global Competency Framework and will provide you with two discrete skills sets - emotional and cultural intelligence (soft skills) and business intelligence (hard skills).

Business Intelligence:
In this strand of the module you will develop the practical skills and techniques required by businesses to help them in the project management and implementation of business intelligence and business analytics solutions. You will be introduced to some project management processes, tools and methodologies e.g. PMBOK and agile approaches. Such skills will be of great value to you in the workplace and will enhance your employability through developing practice based skills for the contemporary manager, thus emphasising the programme philosophy of ‘learning by doing’. A prominent theme throughout this module, similar to the module in semester 1 is to give you experience in a wide range of industry standard tools and technologies. To that end, most of the teaching plan will involve weekly workshop / seminar classes rather than formal lectures, although there will be some supporting lectures. In addition to being able to provide clear, critical, analysis of data, you will also be able to consider the project implementation skills needs.

Emotional and Cultural Intelligence:
This strand of the module is designed to help you understand key issues and challenges in relation to your employability prospects in the context of your target profession/industry/sector. A particular focus of this strand will be the impact of emotional intelligence, cultural intelligence and self-awareness for your employability as postgraduates. This will include the development of knowledge into the global graduate labour market (including routes such as self-employment and developing your career with an existing employer), drawing upon local, national and international exemplars. A key learning vehicle for this strand of the module is interactive seminars/workshops where you will undertake a number of activities to enable you to build on your self-analysis from Developing Global Management Competencies I and explore further their strengths, weaknesses and areas for further development in the context of your career development plans. You will also receive guidance on how to craft professional, postgraduate CVs, LinkedIn profiles supporting documentation to meet the needs of employers, building on your NX0475 activities and development. Detailed directed reading, diagnostics and interactive exercises will be undertaken which are contextualised to the country of study and/or intended employment, representing the specific needs of our diverse student body.

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NX0475 -

Academic and Professional Development (Core,0 Credits)

You will undertake the following support sessions across each of the three semesters of your study.

Induction Week

This will involve an introduction to NBS PG Learning – including; Culture, PG learning in a UK University, expectations, programme specific sessions and activities (e.g. a programme task involving group work, information searching and presentation). For UK students, this will also include an ASk task to inform Programme Leaders and the prioritisation of ASk material development.

Semester 1

In the first semester (or first two terms) , the emphasis in terms of skills will be around the development of reflective practice including its practical deployment, experience of writing critically and being able to demonstrate reflective practice and experiential learning within the development of this writing, but equally, explicit development of and practice in everyday academic skills such as presentation preparation and doing, time management. Some lecture sessions will be delivered by the Programme Leader (PL) to their programme. This will give an opportunity to the PL to see their students on a regular basis and will help to build programme identity. The sessions will include: Academic writing, plagiarism, PECS, LA procedures, Assignment / Examination preparation and procedures.

Other sessions will be delivered to all F/T PG students such as managing your time and study skills (e.g. how to identify key factors in managing your time, identifying goals, getting organised, sorting out documents / information and a work schedule etc.), Introduction to Business Information Resources (including online resources) and Plagiarism and the use of Turnitin.

Semester 2 (or terms 3-4)

The module will continue to provide sessions for students to see their Programme Leader on a regular basis so their relationship is maintained. The emphasis of many of the sessions will be on enhancing our postgraduate student’s employability. This will be informed by Northumbria Employability Framework, the Northumbria Employability Plan; ‘Giving Your Career An Edge’ and Northumbria University Employability and Leadership Attributes. In the UK, some sessions will be delivered by the Careers Service. Care will be taken to ensure these sessions will compliment other aspects of employability delivery (in other modules). The careers provision can be customised by CV partners and our London campus to address the specific needs of their students in relation to their place of study. For example, QA in London would like their students to have exposure to their training facilities /courses; an equivalent aid to employability.

Semester 3

The focus will be on ASk tutors supporting the students undertaking their dissertation for example item 12 of the specific skill development sessions.

The following is a list of specific skill development sessions to be delivered over the year:-

1. Understanding of assessment and marking criteria.
2. Reading and taking good notes (this could be delivered by the ASk team or another academic).
3. Speed reading techniques
4. Using the APA system of referencing
5. Understanding and avoiding Plagiarism
6. Describing arguments and making proposals
7. Academic reading skills (the ASk team) reading techniques, scanning, skimming, deep reading, critical reading and strategies for effective reading.
8. Writing skills (ASk team) – writing assignment, analysing the task, planning, identifying information sources, identifying key ideas, writing drafts, reviewing and editing work, presenting, submission and using feedback.
9. Time Management
10. Presentation skills – preparing, researching, planning, organisation and rehearsing.
11. Working in groups – what is an effective working group, meetings, organisation, making notes and managing the group.
12. Understanding and writing the Chapters of a Dissertation
Describing arguments and making proposals
Evaluating Research Objectives
Describing bias and limitations of research
Writing reflective statements

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NX0477 -

NBS Masters Consultancy Project (Optional,60 Credits)

This option is offered as an alternative to the NBS Masters’ Dissertation on all 1-year MSc programmes and in the second semester of year 2 on the 2-year programme variants with Study Abroad and with Advanced Practice (if the students select an Internship in semester 1), again as a Dissertation alternative. It is also offered as alternative to the Management Investigation on the MBA.

On this consultancy based module you will enhance your individual effectiveness and employability skills by locating the learning and development in an organisational context. In doing so, you will promote personal and group development, commercial awareness, and a range of inter-personal, intellectual and practical skills and knowledge centred on and demonstrated through a group negotiated real-time work-based project.

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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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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Study Options

The following alternative study options are available for this course:

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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