Overview

About the course

The MSc in Marketing provides graduates, professionals or consultants with critical insights into marketing, and the marketing management practices of national and international organisations.

This course offers students the opportunity to understand traditional and contemporary marketing philosophies and theories adopted by practitioners, based on knowledge gained from academic research and industrial practices.

The programme will develop critical and creative skills, procedural thinking and expertise that enable students to generate, implement and evaluate organisational activities that satisfy the requirements of their employer and the customers.

Aims

• MSc Marketing is designed for anyone wishing to become a marketing professional or planning to undertake research in an academic, consultancy or commercial setting.
• Those with little or no marketing experience will appreciate the breath of management subjects covered in the degree, specifically how marketing fits within organisation practice.
• This programme offers an excellent preparation for a career in marketing or associated fields and in a myriad of organisations employing marketing professions.

Course content

The MSc consists of both compulsory and optional modules, a typical selection can be found below. Modules can vary from year to year, but these offer a good idea of what we teach.

Compulsory

Consumer Behaviour: To provide students with a critical understanding of 'consumer behaviour' as investigative discipline informing individual and marketing decisions. Attention will be paid to the external, situational and internal factors which include psychological, social, cultural and economic factors that influence consumer behaviour in personal buying situations and the complexity of the Decision-Making Unit and process.

Marketing Principles: This module focuses on developing an understanding of concepts of marketing, marketing mix principles and practices. It aims to bring contemporary marketing perspectives to students new to the concept of marketing. It will take the basic marketing concepts and will contrast them with newer relational and service based perspectives in a module that is designed to be motivational, creative, applied and relevant to today’s marketing practice.

Strategic Marketing Management: This module aims to approach marketing management through study of both the theoretical underpinning and the practical implications of contemporary marketing challenges. Exploration of strategic marketing management through the study of the planning cycle, strategy, planning and control in the management of the marketing mix.

Marketing Communications: This module aims to provide students with an understanding of the process, theory, social impact and ethics of Marketing Communications. It creates awareness of the role of each element of Marketing Communications. Students will become familiar with the key terms and concepts associated with marketing communications and will gain a thorough grounding in its critical and theoretic aspects.

International Marketing: The module addresses critical understanding and ability in assessing the effectiveness of international marketing theory and practice. It targets principles and issues that drive markets world-wide. Students will develop insight and investigative ability concerning issues facing a business that needs to research markets and develop and implement market strategies, techniques and methods across a range of international sectors. On completion of the module students will:

• develop a good understanding of the nature and scope of marketing in international contexts
• be able to identify and critically discuss the key issues that marketing faces across national and cultural boundaries
• be able to evaluate internationalisation process and market entry options
• have examined the impact of environment forces on the marketing mix.

Business Planning: This module aims to promote an integrative understanding of the challenges and opportunities involved in business planning through practice. You will develop critical thinking through the development of a business plan and reflect on the whole process, the team dynamics and their personal development. In addition, this module examines different business models their underlying strategies and decision making process through a variety of case studies.

Understanding Business and Management Research: The module is predicated on the dominant role of both quantitative and qualitative methods in management research. It explores the need to enable the understanding of research reports and use this information to improve the quality of work, decision-making, and the understanding of complex management problems. The latter will be instrumental in applying existing management theory and research to practical management problems as action researchers.

The specific aims of the module are:

• to provide a balanced view of social science and business research methods enabling a critical understanding of research information.
• to acquire theoretical and practical knowledge for business management by covering issues and debates in management research as reflected in the literature.
• to provide knowledge of relevant research methods and techniques for master's level project work.

Dissertation: A research-based dissertation is an integral element of considerable importance to the programme. Students are required to base their dissertation on empirical research into a management problem or issue of their choice (subject to approval). Dissertations are supervised by full-time members of the academic staff of the school who have a wide range of research interests and expertise. The dissertation must be submitted by the end of the academic year during which a student completes all of the taught modules of the course.

Optional

Corporate Branding Theory and Issues: The module aims to provide a critical understanding of corporate branding theory through an examination of key theoretical frameworks. Stakeholder theory, as well as models of corporate brand management and building brand equity will be reviewed to enable this understanding. The module aims to explore extant theory on the application of corporate brand management tools in a wide range of business contexts.

Global Diversity Management: This module will provide students with an insight into Global Diversity Management by examining how organizations plan, coordinate and implement a set of management strategies, policies, initiatives. These include training and development activities that seek to accommodate diverse sets of social and individual backgrounds, interests, beliefs, values and ways of work in organizations with international, multinational, global and transnational workforces and operations.

International Business Ethics and Corporate Governance: This module focuses on business ethics, sustainability and corporate governance in the international context. Both areas will be addressed from the perspective of the dual ‘business’ models of the shareholder and the stakeholder approaches. Further the broader societal impacts of business activities will be considered in-depth. The full range of businesses will be considered – from large corporations through to SMEs. Empirical studies will be used to apply the theoretical resources of moral philosophy, CSR, sustainability and corporate governance.

Knowledge Management, Social Networks and Innovation: This module explores the intersection between knowledge, social network technologies and innovation. It examines how organisations create, utilise and communicate knowledge in the global knowledge-based economy and the wider social and economic factors affecting knowledge transfer. The module identifies the exploitation of Web 2.0 which enables social engagement and processes for business development.

Read more about the structure of postgraduate degrees at Brunel and what you will learn on the course.

Employability

Employability Outcomes

• Barclays
• H&M
• Self-employment/Freelance
• Profound Ltd
• Diamond Air International
• FPDC
• I-CREST
• KAE
• Antenna TV
• MyCityDeal S.E.
• World One

Employability Events, Visits and Training

The School’s Business Life Employability Programme is designed to help students to acquire a range of employability and networking skills, enabling them to gain a distinct edge in the labour market and to manage their career search and development more effectively. Typical events have included:

• Business Life Capstone Event: As part of their Business Planning module, postgraduate business students were invited to collaborate with Brunel’s annual Made in Brunel exhibition to provide a route to market for real creative and entrepreneurial products conceived by Brunel’s engineering and design students. Students from MSc Management and MSc Marketing not only created commercialisation plans for the products, but were invited to pitch their ideas to a panel of industry professionals and academic judges.
• BAT (Bloomberg Aptitude Test) with Bloomberg: The BAT is offered as a three-hour online test taken on campus within an invigilated environment with a Bloomberg representative. BAT was designed in conjunction with leading financial institutions and academics to uncover an individual’s knowledge and skills relevant for a financial career. Students can choose to submit their names along with test scores or anonymously during job recruitment drives.
• Meet the Professionals Showcase: A professional association is an organisation formed to unite and inform people who work in the same occupation. There are many advantages to joining professional bodies: typically they offer training and access to research, as well as networking opportunities like conferences and forums. Brunel Business School regularly invites key professional bodies to showcase these benefits to Business School students on campus. Professional bodies who regularly take part in the Showcase include: ACCA, ICAEW, CIPFA, CIMA, BCS, OR, CIM, CILT, CIPD, CII, CBI, CFA, CIM and CIPR.

UK Industrial and Commercial Visits

Where possible, events and external visits are arranged with UK organisations to help demonstrate theory in practice.

Learn more about the Brunel Business Life Employability Programme.

Graduate School Workshops

In addition to the events and training sessions organised within the Business School, masters students have exclusive access to the workshops and skills training provided by the Brunel University’s Graduate School. Typical sessions have included:

• CV Writing for Master's Students: A good quality CV is crucial and takes time to perfect. Students on taught master's are invited to attend this special training session on how to prepare Curriculum Vitae towards a targeted job or sector.
• CV Writing Drop-in Clinic for Master's Students: Master's students are invited to bring along their CVs for a one-to-one review session with a careers advisor or as a follow-up to the Graduates School’s CVs writing for master's students.
• How to Succeed in Assessment Centres (Master's Students): This session will help students to prepare for assessment centres which are used as part of an organisation’s recruitment processes for jobs in industry or academia, in particular for highly competitive positions.
• Interview Techniques for Master's Students: A training session especially for masters students that explores the whole competitive process of the interview from preparation to presenting and demonstrating your interest on the day.
• Transferrable Skills for Master's Students: Students are encouraged to widen their skills base during postgraduate study in response to employer demand for transferrable skills as well as intellectual knowledge.

For further Masters Skills Training Courses, visit the Graduate School.

Entry criteria 2018/19

• A 2:2(or above) UK Honours degree, or an equivalent internationally recognised qualification, in a related or non-related subject. Work experience is not required.

Entry criteria are subject to review and change each academic year.

International and EU entry requirements

Teaching and learning

As a research active university, international level research findings by Brunel Business School tutors are regularly used in lectures. Tutors on this programme are leaders in the field of management and active researchers within one of the six centres of research within the School.

Examples of tutor research used in MSc Marketing

Dr Geraldine Cohen encourages students to use various models and theories to help them to develop an ability to conceptualise a strategy to help their employers in achieving business objectives. She uses her research studies published in journals such as Journal of Brand Management and Management Decision for teaching in the class. The research studies published in these journals are based on marketing within professional service firms and marketing innovation to develop a critical understanding in students about marketing theories and their long-term influence on practice. She also discusses roles of brands and branding in strategic marketing management.

Dr Dorothy Yen, Course Director for MSc Marketing, specialises in international business relationships, with a particular focus on cross-cultural Anglo-Chinese buyer-supplier relationships and the Chinese notion of guanxi and its influence on business performance. She uses her research outputs published in journals that are highly relevant to managerial practices such as Industrial Marketing Management and Total Quality Management to discuss the importance of cross-cultural understanding by marketing managers in the era of globalisation. Dr Dorothy Yen believes in training students on presenting their critical thoughts creatively. She encourages students to think creatively and address issues related to culture in a diverse business environment.

Dr Wafi Al-Karaghouli specialises in integrating information systems into business practices. His research provides deeper insights into the issues and opportunities available to companies and he has published in journals such as the Journal of Enterprise Information Management, Information Systems Management, Process and Policy, International Journal of Business Information Systems. He uses his research findings to encourage students to consider technology and information systems as a strong tool for improving business performance; how to maximise information available to them to efficiently manage customers and gain a competitive position. Dr Al-Karaghouli believes it is important for students to understand the link between information systems, processes and policy.

Dr Dimitrios Koufopoulos enjoys integrating epistemological issues such as strategic planning and processes, top management groups, mergers and acquisitions from marketing perspective while discussing various topics that should be considered for final year project by students. He has published in journals such as Team Management Performance, International Journal of Enterprise Network Management and International Journal of Business Governance and Ethics. Previous students have found discussions with Dr Koufopoulos about research topics useful and insightful and have been inspired by him to undertake challenging research topics in marketing and management for themselves, often utilising the findings of their research in business practice.

Dr Graham Fallon teaches the business planning module and is a specialist in the field of international business with a focus on the causes and economic effects of inward and outward foreign direct investment in the EU, Eastern Europe, Russia and China. His research has been published in a range of international scholarly journals including Regional Studies and the European Business Review. His research enables students to get a broader view of business planning, marketing and business from the domestic and international strategy and policy perspectives. Dr. Grahame Fallon uses case studies as examples to explain these perspectives and encourages students to dig deep into current academic literature to analyse those cases and identify future opportunities and threats.

Dr Angela Ayios' research established the key determinants of interpersonal trust in east-west joint ventures in Russia. She teaches International Business Ethics and Corporate Governance, especially in the international context. Dr Ayios has drawn on her doctoral research to underpin her teaching of business ethics in a global context, particularly drawing on real examples from her case study extractive company in the Russian Arctic. Students will gain a thorough understanding of corporate social responsibility and business ethics with the aim is to 'transform' their' view of the role of business in the contemporary business contexts in a globalised world where business is becoming increasingly powerful and governments in a constant state of renegotiation of their domain.

Professor Mustafa Ozbilgin: The programme's Global Diversity Management module is designed around Professor Ozbilgin’s research in diversity management in multi-national organisations within the public private and voluntary sector. In particular, Professor Ozbilgin’s book Global Diversity Management: An Evidence Based Approach (2008) co-authored with Dr Ahu Tatli is used as the core text on the module. The book is the only empirical research based text in the field, and provides original field work on diversity management that spreads across eight years. Other Business School research by Professor Ozbilgin is used for the practice of literature reviews. Further to this Professor Ozbilgin regularly uses CIPD reports that he has co-authored. Students also receive case studies and case reports by the tutor.

Modes of Study

1-year full-time in September: The taught element of the course (September to April) includes eight modules; delivery will be by a combination of lectures, seminars and tutorials/group work. A further four months (May to September) is spent undertaking the dissertation.

Assessment and feedback

• Modules are typically assessed by individual assessment and an examination in May.
• Teaching methods include lectures and informal small study groups.
• Coursework and examinations place considerable stress on the ability to think and reason critically, but constructively.
• The dissertation (12,000 words) is the capstone demonstration of these skills, requiring students to conceive, justify, design and execute a major project.
• Individual and/or group presentations using laptops, PCs and digital projectors.

Special features

• The Business Planning module provides practical experience in creating a business plan and route to marketing for a real entrepreneurial venture (see Capstone Event on the Employability tab).
• Career talks and presentation are available to students on this course.
• Tutors are internationally recognised academics and industry practitioners who are active members of the School’s Marketing and Corporate Brand Management Research Group (MCBM).
• Students will benefit from discussions with subject experts and practitioners who visit us as guest speakers

Marketing and Corporate Brand Management Research Group (MCBM) 

Led by John Balmer, a world-renowned expert in corporate branding and identity, MCBM has built on a well-established background in corporate branding, identity and marketing. MCBM is leading the way in developing international research into corporate heritage identity and branding (John Balmer and Weifeng Chen) – an underexplored concept that has potential to offer powerful symbolic and cultural value in a global, commercial context that is increasingly disengaged from the past. Recent publications on the above have appeared in European Journal of Marketing and Journal of Business Research

Accreditation

A number of Associate memberships to the CMI are open to graduates of Brunel Business School postgraduate programmes, offering discounted full membership rates upon application. Members of the CMI may use the following letters as appropriate:'ACMI', Members 'MCMI' and Fellows 'FCMI'.

Fees and funding

Fees for 2018/19 entry

UK/EU students: £9,750 full-time

International students: £16,200 full-time

Additional course related costs

Brunel University is offering Academic Excellence Scholarships to postgraduate students (15%) and scholarships for Brunel Alumni (15%).

Read about funding opportunities available to postgraduate students

UK/EU students can opt to pay in six equal monthly instalments: the first instalment is payable on enrolment and the remaining five by Direct Debit or credit/debit card.

Overseas students can opt to pay in two instalments: 60% on enrolment, and 40% in January for students who commence their course in September (or the remaining 40% in March for selected courses that start in January).