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What will I learn?

The teaching approach and objectives of this course are based around Action Learning – students learn by doing throughout the duration of the course and at the service of actual organisations.

 Learning to manage – students consolidate their prior knowledge of management theory by adopting and applying actual commercial skills.

Genuine practical experience is gained as students are cast as “Marketing Advisors”, involving a professional assignment to be delivered to a client.

An understanding of the marketing challenges faced by a variety of different organisations, from start-ups and non-profits through to multinational organisations.

How will I benefit?

Students consolidate their prior knowledge of management theory by adopting and applying actual commercial skills.

  1. Genuine practical experience is gained as students are cast as “Marketing Advisors”, involving a professional assignment to be delivered to a client.
  2. Students gain an understanding of the marketing challenges faced by a variety of different organisations, from start-ups and non-profits through to multinational organisations.
  3. Regular contact with clients via the course and related events provides golden networking opportunities, as well as the chance to learn first-hand the team-playing, motivational and leadership skills required for the profession.

Curriculum

The 11-month, full-time course covers a broad range of disciplines and skill sets, whilst the personal and professional development of each student is achieved through a defined series of actions and events.

Semester 1Semester 2Summer TermFull Year Modules

Note: option modules listed are indicative of what has been delivered in previous years. What is offered each academic year is subject to change.

The purpose of the MSc Marketing Practice is to prepare students for careers in marketing by introducing them to latest theoretical ideas and contemporary best practices; accelerate their career progress by enhancing their ability to contribute to their employer organisations; and enhance their ability to learn independently by developing their skills in action learning (Purpose).

The programme is governed by a number of values: marketing is a profession and is with professional practices; action learning provides a superior medium for professional development in marketing education; marketing knowledge development is through action learning; professional development for marketers through action learning; a culture of learning in which students, faculty, alumni, mentors, consultants, industry and not for profits play a role is the optimal environment for learning; and diversity in cultural and academic background enhances the learning environment for all (education and subject/discipline/professional values).  

Students work in a dedicated office facility 9-5pm five days per week. This physical space provides an action learning environment in which they can develop professional knowledge and practices. Their learning is driven by completing marketing assignments, of commercial significance, for private and public sector organisations and for not-for profits. These business scenarios enable students to develop their understanding of the specific marketing or business issue and expand their general marketing knowledge as a result. This is achieved through developing their marketing knowledge, analytical and communication skills, research competency and professionalism. The programme supports workplace learning and harmonises it with the classroom-based components through the guidance and counselling of the full-time Programme Manager is has expertise in action learning. At the end of this learning process students should have the analytical and research skills to effectively identify marketing problems as well as develop effective solutions. Finally, the students learn how to effectively communicate with the external client organisations (the nature of the learning environment for students).

Learning is primarily achieved through action learning assignments and a focus on providing students with opportunities for professional marketing development. In these situations they are facilitated by a variety of learning supports including programme managers, mentors, faculty and student learning sets. Assessment takes place via evaluation of submitted work, learning logs and two individual appraisals conducted during the academic year. Classroom-based modules are also incorporated. Assessment for these comes by way of group assignments and class participation as well as traditional methods (key approaches to teaching, learning and assessment).

On successful completion of the programme students should be able to:

Programme Goal 1: Core discipline knowledge  

Programme Goal 2: Analytical Skills  

Programme Goal 3: Communication Skills  

Programme Goal 4: Professional Career Development  

Programme Goal 5: Research Competency  

Critically evaluate contemporary theory and best practice of marketing (PG1).  

Use contemporary theory and best practice in practical marketing situations (PG1).  

Diagnose and evaluate marketing problems and identify appropriate solutions (PG2).  

Critically analyse marketing and marketing related documents, reports, plans or presentations and identify useful information (PG2).  

Communicate with leaders, customers and key stakeholders on key marketing messages (PG3).  

Identify and coordinate effective communication strategies and engage with key stakeholders, using appropriate media (PG3).  

Facilitate career progress through the application of action learning (PG4).

Specify, develop and implement a research program to solve the problem for an organisation of any size in the commercial or non-commercial sectors. Evaluate research reports, the methodology used and critically assess the usefulness of that research to their organization (PG5).

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