- Total units 24 Units
- Areas of interest Management, Marketing
- Specialisation code MKTG-SPEC
- Academic career Postgraduate
- Academic Contact Dr Alexander Richardson
Graduates with a specialisation in Marketing will learn to combine aspects of economics, commerce, psychology, sociology and statistical analysis in the assessment of market behaviour and the development of appropriate business responses.
Graduates with a specialisation in Marketing will have a coherent body of knowledge of the fundamental principles of marketing, and an understanding of conceptual frameworks as a basis for future discovery in education and practice.
Graduates with a specialisation in Marketing will have:
- Skills to examine brand strategy from a customer based brand equity perspective, and discuss the role of brand narratives and brand imagery as a key tool of brand strategy;
- Skills to develop online marketing campaigns, integrated marketing communication frameworks, integration of marketing goals into the management & design of online customer engagement, with an understanding about how e-marketing can drive organisational responses in uncertain market conditions;
- Skills to understand the needs and behaviours of consumers as an intrinsic component of the development and implementation of successful marketing actions; and,
- Skills as a marketing decision maker, in both marketing research and as marketing manager, with a solid introduction to the marketing research process, and how to conduct and understand research to obtain information to aid marketing decision-making.
In addition to these, students will also develop:
- Cognitive skills to review, analyse, consolidate and explore knowledge, and insights into relevant applications;
- Technical skills to demonstrate an understanding of the fundamental applications with insight and creativity;
- Cognitive skills to exercise critical thinking, creative problem solving and evidence led judgement in recognising, and addressing problems; and,
- Communication skills to present concise and coherent exposition of knowledge, and to convey ideas in an appropriate language for business audiences.
Application of Knowledge and Skills
Graduates with a specialisation in Marketing will demonstrate the application of knowledge and skills
- with judgement, planning, and problem solving in scholarship; and,
- to adapt marketing knowledge, and to seek further learning and insight through their own learning and professional practice.
Evaluate and reflect on evidence to inform decision making
Explore opportunities and novel solutions to challenges
Work effectively with others to resolve challenges
Adapt to complex and uncertain situations
Engage, inform and influence stakeholders
Incorporate the influence of a changing global environment
Demonstrate ethical behaviour and make principled decisions
Apply essential knowledge and skills in the area of marketing