Marketing Management Practice

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MSc

Full-Time

David Dhannoo

MSc Marketing Management Practice student

“I would recommend this course to anyone who wants to get an insight into both management and marketing. I particularly found the reflective modules useful, as I learnt quite a lot about myself, especially my strengths and weaknesses.”

Course overview

This is an innovative new course at our Lord Ashcroft International Business School, designed to meet the growing demand in both international and corporate markets for a core degree in the practice of management, specialising in marketing management practice.

It will support the development of management practitioners (not just business graduates) who, through their academic studies, practice-based learning and experience, are able to gain both generic and context-specific skills, competencies and knowledge which will support 'confident futures' in management within regional, national and international business organisations.

The course will:

enable you to demonstrate knowledge, understanding and critical analysis of the personal, managerial and organisational challenges of real world management practices, with particular focus on marketing management practices
develop your skills, as a business graduate, to be adept at both the theory and practice of management within both academic and organisational contexts through a practice-based approach to the study of management
develop your analytical and reflective abilities as an independent learner, and a critically reflective management practitioner
promote the development of intellectual capability, personal, academic and commercial skills, and your creative thinking in order that your can generate original solutions to management problems in an organisational context
develop insights, critical thinking and management skills through exposure to the theory and practice of business and management in order to widen your perspective beyond your immediate management role and/or organisation
enhance your employability as a marketing management practitioner.

Module guide

Core modules: PG Cert

Management Theory into Practice

This module sets out a four-part framework (context, objectives, strategy and implementation), which managers should use for the development and implementation of strategy.
The Reflective Practitioner

The aim of this module is to enhance your self-awareness and self-understanding through the use of theoretical approaches, models and tools to support self-analysis.

Core modules: PG Dip

Action Learning for Managers

This module provides a framework to support managers through the processes involved with designing, undertaking and critically evaluating an action-learning intervention within a selected organisation. You will be assisted to undertake a complete iteration of the development cycle.

Core modules: MSc

Major Project

This module will support you in the preparation and submission of a Masters-stage project or Dissertation.
or
Management Practice Portfolio

This module supports you in the preparation and submission of a portfolio equivalent to a Masters-stage project or Dissertation.

Optional modules

Challenges of Management in Practice

This module will provide the opportunity to apply new knowledge within the context of your professional experience, reflecting on and learning from their prior experience, and developing abilities to apply this to new situations specifically to their placement/employment organisation.
Buyer Behaviour

The aim of this module is to help students to understand marketing from a sociological and psychological perspective.
Internet Marketing

This module deals with both the Marketing aspects of e-commerce (such as communications, differentiation, delivery strategy) and the information technology aspects (website creation, performance monitoring).
Marketing Communications

This module requires existing and potential managers to evaluate the theories and concepts associated with marketing communications.
Marketing Design and Innovation

This module requires existing and potential managers to evaluate the theories and concepts associated with marketing communications.
Marketing in the Public Sector

By studying this module, you will be able to analyse and critique the problems and difficulties associated with introducing a marketing focus across the public sector.
Marketing Research

The module aims to enable you to plan and implement a market research strategy. Considerable attention will be given to the analysis of market research data, and the presentation and reporting of research findings.
Strategic Marketing Management

The module has two themes; firstly the critical understanding of the practical tools, techniques, operations and activities of the marketing process, and secondly the marketing decisions on which effective marketing management and planning are based.
Marketing Management

This module will seek to examine the issues of buyer behaviour, value relationships between supplier and customer and customer loyalty using a series of case studies from a range of industries.
Marketing in a Global Context

This module will seek to examine these issues by examining the current literature on marketing strategy which is from a combination of European and Australian academic writers.

As part of this course you can undertake optional modules. Examples of previous modules are listed above.

Assessment

Assessment reflects management practice in the work environment and includes assignments, presentations, reflective portfolios and Personal Development Plans (PDP), all related to management practice in real organisations. There are no formal examinations.

There will be two types of assessment, formative and summative. Summative assessment (which will contribute to your final degree) will include:

assignments - individual and group, reports, essays, tests and presentations
portfolio including performative/patchwork text/artefacts and work-based/action learning tools
group and individual presentations
learning logbook.

The summative assessment for the compulsory modules will be adequately spaced out to allow you to plan your work.

Formative assessment will take place during the semester, but the requirements are more flexible and will be less time consuming.

Integration of learning across modules is achieved through integrative assessments such as portfolios.

For those on the work-based and hybrid modes, the work-based learning methodologies/interventions will be drawn upon for completion of the assessment.

Teaching will include a wide range of approaches, including lecture, seminar, video and case studies.

Facilities

Our striking, award-winning business school in Chelmsford, as well as our brand new building in Cambridge, offer the most advanced state-of-the-art learning environments.

Special features

We have designed a highly-flexible and innovative postgraduate course that provides a framework for meeting the diverse student and client needs of the markets it operates in.

Our course is distinctive in that it seeks to provide you with an opportunity to study a general business and management course and specialise in marketing management practice. As a result you will enter the employment market with:

a named degree that highlights the breadth of your business and management skills
depth of knowledge against the specific context of marketing management practice.

Work placements

This innovative pathway is not only delivered through the traditional full-time taught mode of study, but also through a work-based and hybrid route.

The work-based and hybrid routes are designed to meet the needs of potential corporate clients with a view to provide:

flexible delivery: the programme can be delivered in three day blocks, one day blocks, weekly delivery patterns or by distance learning;
flexible start and finish dates; the programme can be delivered at any time of year and for as long as the corporate client requires;
flexible learning and teaching approaches: including workshops, seminars, lectures, role-playing, business games, case studies and guest speakers.

These participants will mostly undertake the programme on 'block mode'/work-based/in-company/PT modes/patterns alongside the placement/employment experience. Each participant is trained/'upskilled' for the world of management and will have the opportunity to put theory into hands-on practice. The whole learning process during this period (including the self-managed project/portfolio) is tailored to the company's/participant's needs and provides students with the opportunity to display the intellectual skills of critical analysis, synthesis and reflection. For this reason during this period the learning is a negotiated process between the student, the in-company mentor and the academic supervisor for the assessment on the following modules depending on chosen options:

The work-based or hybrid route on the pathway aims:

to provide challenging and rewarding personal and professional development to managers and executives;
to develop managers as reflective practitioners;
to align personal effectiveness with organisational performance by providing a platform for learning against the context of learning outcomes for the client/corporate/employing/placement organisation.

Associated careers

Careers associated with this course include roles within the private, public or non-profit sectors at junior or middle-management level.

Entry Requirements:

Entrants will normally be expected to hold a degree at a minimum of lower second-class honors. Holders of other awards, including those from non-UK universities will be considered on the equivalence of their qualifications. Candidates who do not meet any of these entry criteria, but can demonstrate appropriate relevant experience in a post of management or professional responsibility may be admitted if, in the opinion of the admissions tutor, they are capable of profiting from and contributing to the pathway.

Our published entry requirements are a guide only and our decision will be based on your overall suitability for the course as well as whether you meet the minimum entry requirements.

We welcome applications from International and EU students. Please select one of the links below for English language and country-specific entry requirement information.