The purpose of the MSc Marketing Practice is to prepare students for careers in business and 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 three core values: Educate, Experience, Empower. Marketing is a profession and action learning provides a superior medium for professional development in marketing education. Real life client experience as ‘marketing advisors’ provides personal development skills of leadership and teamwork. Students are empowered by their experience and education to create value and build future business.

Students work in a dedicated office facility 9.00 - 17.30  five days per week. This physical space simulates an office setting, providing 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 and marketing competency as well as business 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 who has expertise in business and action learning. At the end of this learning process students should have the analytical and research skills to identify marketing problems as well as develop effective solutions. Finally, the students learn how to communicate effectively, both within their teams and with the external client organisations.

Learning is primarily achieved through action learning client projects with 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, client presentations, learning logs and 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).