Designed for the consumer, industrial and digital marketing environments, the MSc in Marketing encompasses elements of marketing management and strategy, consumer behaviour, digital marketing (including Google Analytics), marketing analytics, research methods and international marketing.
The MSc Marketing programme has been designed to equip the next generation of marketing professionals with the necessary conceptual, analytical and practical skills required by firms to compete in the global marketplace.
Marketing highlights
World Class Facilities
Queen’s Business School (QBS) has recently undergone an innovative expansion that establishes a benchmark of global excellence for one of the top business schools in the UK and Ireland. A stunning new 6,000 square metre building, adjacent to the listed red-brick Riddel Hall has been designed with the latest digital infrastructure for media lecture capture, TED Talk provision and collaborative breakout sessions.
Professional Accreditations
Accreditation exceptions are obtained from The Chartered Institute of Marketing (CIM) – The leading professional body for marketers worldwide which exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners. The CIM is a professional qualification and complements academic MSc in Marketing qualification.
Students of the MSc Marketing programme can register as students with CIM and will have access to all CIM resources including webinars and Marketing Expert (additional fee will apply). Students will be able to attend local CIM branch events and seminars, which offer networking opportunities and the chance to keep abreast of current marketing thinking and practice.
Upon successful completion of the MSc Marketing programme, students will have a number of exemptions from CIM professional examinations. Students can undertake the CIM Certificate in Professional Marketing, which requires them to complete 1 online module (students are exempt from 2 other modules) or the CIM Diploma in Professional Marketing, which requires them to complete 2 online modules (students are exempt from 1 other module).
World Class Facilities
Fostering an enhanced social and educational experience the new state-of-the-art QBS venue boasts a 250-seat
tiered educational space; 120-seat Harvard style lecture theatre; 150-seat computer laboratory; breakout study spaces; FinTrU Trading Room; a café, and a Business Engagement and Employability Hub.
Industry Links
Students will have the opportunity to apply for a minimum 12 week paid internship as an option in Semester 3, students will be required to undertake an action research project and submit a report based on this. This option is instead of undertaking a traditional research dissertation or an academic research project. This option, only available for top high-performing students, provides the opportunity to apply and review academic and theoretical principles in practice. It also provides students with real-world experience of working in a marketing environment.
Professional Accreditations
The Digital Marketing (featuring Google Analytics) module encourages students to work towards a Google Analytics Individual Qualification (GAIQ). This is a signal to employers that our MSc Marketing students have both the theoretical and practical skills to compete. The examination fee will be reimbursed by the School (subject to attaining the award during the module).
Student Experience
Teaching methods and learning may include lectures, tutorials, seminars, case studies, computer/software demonstrations, non-book media (videos and podcasts), individual research, oral presentations, group projects, online discussion forums, industry visits, practitioner workshops, and internship opportunities.
Read about student experiences at Queen's Business School, from local, national and international perspectives via the Student Experiences Blog. https://www.qub.ac.uk/schools/queens-business-school/student-opportunities/student-experiences-blog/
Student Testimonials
The Marketing Masters at Queen’s Business School has enhanced my confidence in solving business problems. I have been applying the ideas and concepts that I learned in the programme in my current work. The course has helped me identify where my personal strengths lie and how to best enhance and develop those skills within a team environment.
The course can only be taken on a full-time basis. Students undertake 4 modules in semester 1 (September to December) and a further 4 in semester 2 (January to April/May). In semester 3 (July to September) students either undertake the traditional dissertation, internship and work-based project or the academic research project.
Semester 1
• Marketing Management
• Strategic Marketing
• Digital Marketing
• Accounting for Decision Making
Semester 2 – Core Modules
• Consumer Behaviour
• International Marketing
• Marketing Analytics
• Research Methods and Techniques
Semester 3
(select a total of 60 CATS)
• Dissertation (60 CATS)
• Marketing Internship and Work-based Research Project (60 CATS)*
The two options for semester 3 will each enable students to utilise the knowledge and skills acquired in the Research Methods for Business module.
The Dissertation requires students to undertake a significant research project and write up a thesis of their study and its findings.
The Marketing Internship and Work Based Project requires students to undertake a 12 week paid internship, which will include undertaking an action research project which they must write up as a report (similar in detail and length to a traditional dissertation). Please note internships are allocated on a competitive basis based on CVs and interviews.
Assessments associated with the course are outlined below:
Students will complete individual student assignments, oral presentations, group casework, examinations, computer-aided assessment, multiple-choice tests and research work. Other innovative assessment methods are incorporated as appropriate.
The information below is intended as an example only, featuring module details for the current year of study (2024/25). Modules are reviewed on an annual basis and may be subject to future changes – revised details will be published through Programme Specifications ahead of each academic year.
Normally a strong 2.2 Honours degree or equivalent qualification acceptable to the University in any discipline.
Applicants are advised to apply as early as possible and ideally no later than 15th August 2025 for courses which commence in late September. In the event that any programme receives a high number of applications, the University reserves the right to close the application portal prior to the deadline stated on course finder. Notifications to this effect will appear on the application portal against the programme application page.
Please note: international applicants will be required to pay a deposit to secure a place on this course.
International Students
Our country/region pages include information on entry requirements, tuition fees, scholarships, student profiles, upcoming events and contacts for your country/region. Use the dropdown list below for specific information for your country/region.
English Language Requirements
Evidence of an IELTS* score of 6.5, with not less than 5.5 in any component, or an equivalent qualification acceptable to the University is required.
*Taken within the last 2 years.
International students wishing to apply to Queen's University Belfast (and for whom English is not their first language), must be able to demonstrate their proficiency in English in order to benefit fully from their course of study or research. Non-EEA nationals must also satisfy UK Visas and Immigration (UKVI) immigration requirements for English language for visa purposes.
If you need to improve your English language skills before you enter this degree programme, Queen's University Belfast International Study Centre offers a range of English language courses. These intensive and flexible courses are designed to improve your English ability for admission to this degree.
Academic English: an intensive English language and study skills course for successful university study at degree level
Pre-sessional English: a short intensive academic English course for students starting a degree programme at Queen's University Belfast and who need to improve their English.
Students on this programme will leave with a solid knowledge of contemporary marketing thought and best practices, coupled with a solid grounding in market(ing) research methods, tools and applications. Our graduates have gone on to work in and develop successful careers across a diverse range of roles and industries including digital marketing, marketing analytics, marketing research and new product introductions, key account management, export projects and related international expansion as well as brand management work.
Graduates from this programme have secured roles with employers such as PwC, BBC, Marriott International, Warner Brothers, ASOS, Primark, Selfridges, The Body Shop, and many others. https://www.qub.ac.uk/directorates/sgc/careers/
Graduate Plus/Future Ready Award for extra-curricular skills
In addition to your degree programme, at Queen's you can have the opportunity to gain wider life, academic and employability skills. For example, placements, voluntary work, clubs, societies, sports and lots more. So not only do you graduate with a degree recognised from a world leading university, you'll have practical national and international experience plus a wider exposure to life overall. We call this Graduate Plus/Future Ready Award. It's what makes studying at Queen's University Belfast special.
1EU citizens in the EU Settlement Scheme, with settled status, will be charged the NI or GB tuition fee based on where they are ordinarily resident. Students who are ROI nationals resident in GB will be charged the GB fee.
2 EU students who are ROI nationals resident in ROI are eligible for NI tuition fees.
3 EU Other students (excludes Republic of Ireland nationals living in GB, NI or ROI) are charged tuition fees in line with international fees.
All tuition fees quoted relate to a single year of study unless stated otherwise. Tuition fees will be subject to an annual inflationary increase, unless explicitly stated otherwise.
Students have the option to undertake a consultancy project for their dissertation and are responsible for funding any travel, accommodation and subsistence costs.
Terms and Conditions for Postgraduate applications:
1.1 Due to high demand, there is a deadline for applications.
1.2 International applicants will be required to pay a deposit to secure their place on the course. The current mandatory tuition fee deposit payment is £1000 International (Non- EU & EU except ROI).
1.3 This condition of offer is in addition to any academic or English language requirements.
Depending on the programme of study, there may be extra costs which are not covered by tuition fees, which students will need to consider when planning their studies.
Students can borrow books and access online learning resources from any Queen's library. If students wish to purchase recommended texts, rather than borrow them from the University Library, prices per text can range from £30 to £100. Students should also budget between £30 to £75 per year for photocopying, memory sticks and printing charges.
Students undertaking a period of work placement or study abroad, as either a compulsory or optional part of their programme, should be aware that they will have to fund additional travel and living costs.
If a programme includes a major project or dissertation, there may be costs associated with transport, accommodation and/or materials. The amount will depend on the project chosen. There may also be additional costs for printing and binding.
Students may wish to consider purchasing an electronic device; costs will vary depending on the specification of the model chosen.
There are also additional charges for graduation ceremonies, examination resits and library fines.
How do I fund my study?
The Department for the Economy will provide a tuition fee loan of up to £6,500 per NI / EU student for postgraduate study. Tuition fee loan information.
A postgraduate loans system in the UK offers government-backed student loans of up to £11,836 for taught and research Masters courses in all subject areas (excluding Initial Teacher Education/PGCE, where undergraduate student finance is available). Criteria, eligibility, repayment and application information are available on the UK government website.
Marketing is evolving rapidly in the digital age. Digital marketing empowers brands to engage customers actively, target audiences precisely, measure impact, calculate customer lifetime value, and connect with consumers who are spending more time online than ever before. However, this rise of digital marketing also poses challenges to traditional marketing strategies, as what worked in the past may no longer be effective today. As a result, businesses must continuously adapt to stay competitive in this ever-changing landscape.
A recent analysis of LinkedIn job listings revealed that half of the top marketing positions now focus on digital marketing, highlighting a significant shift toward specialised digital skills. The digital marketing principles and practice module aims to equip aspiring marketers with the essential skills and knowledge to develop, implement, and monitor effective digital marketing strategies. These strategies can be applied across various digital channels and seamlessly integrated with offline platforms. The course combines theoretical insights with practical applications, emphasising how digital marketing concepts can be leveraged to address real-world business challenges.
The course is divided into two key parts: Digital Marketing Principles and Digital Marketing Practice. The first part covers foundational digital marketing concepts, while the second delves into specific strategies organisations use to engage customers in the online environment, providing students with a comprehensive understanding of both essential techniques and applied strategies in the digital landscape.
Digital Marketing Principles:
1) Introducing digital marketing
2) Digital marketing environment and digital customers
3) Digital marketing mix
Digital Marketing Practice:
4) Customer relationship management & recommender system
5) Social media marketing & content marketing
6) Influencer marketing & online communities
7) Performance marketing
8) Optimising digital customer experience
9) Google Analytics (Guest lecture)
Learning Outcomes
Successful completion of the module will enable students to:
1. Understand the nature, scope, and role of digital marketing in organisations
2. Understand the digital marketing environment and customers
3. Understand the key strategies in digital marketing
4. Understand how to successfully implement digital marketing practices
5. Understand the role of digital marketers
Skills
This module aims to develop specific skills in the form of:
Subject-specific skills: The ability to apply key digital marketing theories and frameworks to address business problems. The ability to evaluate digital marketing strategies and implement feasible ones
Transferable Skills: The ability to work both independently and in groups. The ability to synthesise and evaluate information/data from a variety of sources. The preparation and communication of ideas in both written and oral discussion forms. Time management.
Coursework
100%
Examination
0%
Practical
0%
Credits
15
Module Code
IBEM7007
Teaching Period
Autumn
Duration
15 weeks
Pre-requisite
No
Core/Optional
Core
Research Methods and Techniques
Overview
The aim of this course is to prepare students for conducting an independent and original practice or research project and the Capstone Project. Focus will be placed on equipping students with the necessary knowledge and skills to choose the most appropriate research methodology and method(s) for a particular marketing issue/problem. Building upon this, the module will develop students’ knowledge and skills in terms of qualitative and quantitative research methods, which have direct applicability in terms of future employment. On completion of this module students will have gained a comprehensive understanding of the practical aspects of conducting research in marketing and thus should be able to make more informed decisions about research strategy, design and methodology. Students should also feel confident in starting their Capstone Project.
This module aims to provide students with a range of skills to undertake effective research in marketing. The skills learned in this module will be applicable across several professions in Marketing as the relevance and importance of being able to design research, interpret, critically analyse and evaluate qualitative and quantitative information is crucial. The general aim of the module is to introduce students to qualitative and quantitative methods of market research. These methods are crucial to support the introduction of new goods and services with evidence-based decisions derived from product and consumer-data. This course has three separate but closely related components – a discussion of the research design process, research methodology principles and research skills applications. At the end of the course, students should be able to evaluate the strengths and weaknesses of different methodological approaches and formulate quality practice or research projects.
Assessment (100% Continuous Assessment)
Assessment (100%):
Description: Students are required to formulate a practice- or research-oriented market research problem supported by relevant practitioner-oriented or academic literature. Students need to formulate the research questions and aims/objectives of the project. Students implement the research design by applying qualitative or quantitative research methods. The Submission comprises a report containing an introduction outlining the relevance of the research question, a literature review, a methodology section detailing the data and methods used in the project, a findings section and recommendations and conclusions section. In addition to the report, supplementary material must be submitted documenting all steps of the analysis presented in this assessment.
Learning Outcomes
Upon successful completion of this module, students will be able to:
1. Have gained a comprehensive understanding of both theoretical and practical aspects of conducting marketing research
2. Be able to critically evaluate main methods of data collection and analysis
3. Be able to apply some of the methods of data collection and analysis in a practical context
4. Be able to make informed decisions about research strategy, design and methodology.
5. Assess the credibility of quantitative and qualitative research
Skills
This module aims to develop the following skills:
Knowledge and Understanding
1. Develop intellectual skills, such as the acquisition, analysis, interpretation and critical evaluation of information from a variety of different sources.
2. Design and conduct empirical research project while considering ethical standards for data collection and analysis
Subject-specific
1. Formulate problem statements and research question for market research projects.
2. Implement a market research project with qualitative and/or quantitative methods
3. Derive evidence-based recommendations for the design of marketing campaigns.
4. Proficiently apply software for the analysis of qualitative and quantitative data.
Transferable
1. Project and time management skills in an applied research project
2. Critical thinking and problems-solving skills by following a theory guided and evidence-based approach to insight creation.
Coursework
100%
Examination
0%
Practical
0%
Credits
15
Module Code
IBEM7008
Teaching Period
Spring
Duration
15 weeks
Pre-requisite
No
Core/Optional
Core
Accounting for Decision Making
Overview
This module is designed as an introduction to accounting for students with little or no previous knowledge of accounting. The module examines the theory and practice of accounting at a non-specialist level by explaining the basics of financial accounting, management accounting and finance and examining their relevance to the broader issues of decision-making.
The aim of the module is to provide students with an introduction to financial and management accounting. By the end of the module, students will have the skill and confidence to deal with the accounting information that they will meet in their subsequent careers.
A detailed teaching plan is provided in the accompanying module outline.
Learning Outcomes
At the end of this module students will be able to:
1. Critically discuss the nature and purpose of accounting,
2. Apply financial accounting techniques in line with the International Financial Reporting Standards (IFRS) to measure and report financial position and performance,
3. Interpret financial statements using ratio analysis to evaluate enterprise position and performance,
4. Effectively communicate management accounting information to plan, control and make decisions,
5. Critically discuss contemporary issues in accounting relevant to decision-makers.
Skills
This module aims to develop specific skills in the form of:
Knowledge and Understanding
• Develop a global mindset with cross-cultural intelligence
• Enhance the capability for data-driven business changes and implement effective decisions as needed in a dynamic business environment.
Cognitive Skills
• Empower students with the skills for systematic analysis and rational deduction in addressing business problems
• Ability to critically analyse the context-specific nature of some of the topics/themes within management and financial accounting as well as the challenges of their implementation.
Transferable Skills
• Competence to balance independent enquiry while collaborating within a culturally diverse team member
Coursework
40%
Examination
0%
Practical
60%
Credits
15
Module Code
ACC7033
Teaching Period
Autumn
Duration
15 weeks
Pre-requisite
No
Core/Optional
Core
Marketing Analytics
Overview
This module focuses on a new and exciting development in marketing theory and practice: the use of ‘big data’ and analytics to assist in marketing decision making. The use of data-driven decision making and ensuring accountability of marketing budget continues to grow in importance, particularly in the current age of austerity and resource scarcity. The module takes both a theoretical and practical approach to the use of marketing analytics in practice.
A highlight of the module is the use of an analytical software to analyse data for marketing-related decision making and evaluative purposes. Students who successfully complete the module will be able to signal to potential employers that they have the theoretical, practical plus industry-standard software skills to compete.
The module is taught in two blocks. Block 1 takes a holistic approach to understanding marketing analytics: the maturity of data analytics in the marketing profession; uncover where, when and how it is being used; and identify whether or not its use results in greater effectiveness, efficiency and performance returns.
Indicative Block 1 contents include:
• Introduction and overview of marketing analytics
• Developing a marketing analytics culture
• Use of AI in marketing
• Data mining process for marketing
• Understanding big data
• AI ethics and decision making
• Statistics primer
Block 2 focuses on data mining techniques for marketing (including sales and customer relationship management). This block will be taught through instructor led computer workshops using an analytical software to solve marketing-related problems.
Indicative Block 2 contents include:
• Software training – introduction and overview
• Data exploration and preparation
• Understanding the customer
• Predicting customer behaviour
• Case studies
• Self-learning
Learning Outcomes
• Critically evaluate the role of marketing analytics in improving firm performance
• Design marketing analytics solutions using cutting edge analytics technologies
• Interpret the results of marketing analyses to enhance firm performance
Skills
Subject-specific Skills
• Marketing analytics for managers
• Marketing analytics in practice
• Software and data mining applications
Cognitive Skills
• Problem solving
• Logical reasoning
• Independent enquiry
• Critical evaluation and interpretation
• Self-assessment and reflection
Transferable Skills
• Synthesise and evaluate information/data from a variety of sources
• The preparation and communication of ideas in written form
• Work both independently and in groups
• Organisation and time management
• Problem solving and critical analysis
Coursework
100%
Examination
0%
Practical
0%
Credits
15
Module Code
ITAO7110
Teaching Period
Spring
Duration
15 weeks
Pre-requisite
No
Core/Optional
Core
Strategic Marketing
Overview
The aim of this module is to provide students with a strategic perspective on contemporary marketing issues. This module will build on students foundational understanding of marketing management theory. Responsible management education runs throughout the course with the ideas of ‘doing good’, ‘being prudent’ and practising ‘professional responsibility’ set within the context of the strategic issues. Indicative content shall include the topics of professional responsibility, service dominant logic, service quality measurement, technology management and policy, psychology and leadership, innovation and change, brand and corporate failure, and business to business negotiation. This will help students to navigate the social complexity of markets, stakeholder interests, supply chains and technologies, and how to behave professionally when under institutional pressure.
Learning Outcomes
On successful completion of this module students will be able to:-
1. Understand the nature, scope and role of contemporary strategic marketing issues, developing a working knowledge of the specific vocabulary used in strategic marketing and the policy issues in the area.
2. To gain an appreciation of the professional responsibility in strategic marketing practice in changing market environments.
3. Critically evaluate, using a range of theoretical lens and tools, current research and theoretical frameworks used in strategic marketing.
4. Synthesize the analytical with the creative aspects of strategic marketing to produce and inform management, stakeholder and policy reports.
Each lecture topic has its own set of learning objectives which are linked to the overall module objectives.
Skills
On successful completion of this module, students will have gained the following skills:
Subject-specific Skills
• The ability to apply a theoretical understanding of strategic marketing in current industry practice.
• The ability to critically evaluate professional responsible marketing practice within the subject area.
• The ability to critically evaluate and map organisation service quality and emergent technology and propose recommendations to improve marketing efforts; and
• The ability to analyse and discuss case studies and articles concerned with current practice and the strategies employed by organisations operating in an international environment.
Cognitive Skills
Problem solving
Logical reasoning
Independent enquiry
Critical evaluation and interpretation
Self-assessment and reflection
Transferable Skills
The ability to synthesise and evaluate information/data from a variety of sources
The preparation and communication of ideas in written form
The ability to work in pairs to complete a task
Organisation and time management
Problem solving and critical analysis
Coursework
100%
Examination
0%
Practical
0%
Credits
15
Module Code
IBEM7006
Teaching Period
Autumn
Duration
15 weeks
Pre-requisite
No
Core/Optional
Core
Consumer Behaviour
Overview
Indicative themes during the course include:
Consumer Culture Theory
Applied Consumer Research
Consumers and Brands
Advertising, Gender and Identity
Digital self(ves)
Transformative Consumer Research
Innovative Research Methods (Netnography; arts-based research)
Influencers, Creators and Social Media
EDI
Learning Outcomes
On successful completion of the module students will:
• Demonstrate a deep understanding of how consumer behaviour theory and practice has emerged to play a key role in understanding consumers and their contexts of consumption
• Understand and evaluate how consumer research and its practices are applied in organizations in order to drive business performance and enhance the consumer experience
• Analyse and critically evaluate the role and effectiveness of key consumer research practices
• Understand and critique the importance of consumer research to effect change in the marketplace for consumers, practitioners, management and employees
Skills
On successful completion of this module, students will have gained the following skills:
Subject Specific Skills
• the ability to gain understanding of individuals as part of families, communities and society in terms of consumption and disposition as driven by symbolism, self-concept and the desire for connections with others
• the ability to apply innovative qualitative research approaches to understanding consumer behaviour
• the ability to critically evaluate academic work within the subject area
• the ability to analyse and discuss current journal articles in keeping with particular concepts
Cognitive Skills
• problem solving
• logical reasoning
• independent enquiry
• critical evaluation and interpretation
• Self-assessment and reflection
Transferable Skills
• the ability to synthesise and evaluate information/data from a variety of sources
• the preparation and communication of ideas in written form
• the ability to work both independently and in groups
• organisation and time management
• problem solving and critical analysis
Coursework
100%
Examination
0%
Practical
0%
Credits
15
Module Code
IBEM7010
Teaching Period
Spring
Duration
15 weeks
Pre-requisite
No
Core/Optional
Core
Marketing Management
Overview
Module Description
This module serves as a platform for understanding the far reaching and holistic application of marketing as both a philosophy and function in contemporary organisations. The module serves as a base for the MSc in Marketing, providing the requisite level of knowledge needed to advance in the parallel and sequential modules in the course. The module is taught at an introductory level. It assumes no prior knowledge of the business system - marketing in particular.
Module Content
• Marketing Concept and Market Orientation
• Marketing Environment and Planning
• Market Research
• Market segmentation, Target Market selection and Positioning
• Marketing mix
• Marketing Strategy Implementation
Learning Outcomes
On completion of the module students will be able to:
• Understand the nature, scope and role of marketing in an organisational context (including the development, organisation and structure of a strategic marketing plan).
• Identify and critically discuss key marketing issues faced by managers.
• Apply key concepts and theories to marketing problems faced by marketing managers.
• Comment critically on conceptualisations offered within the subject area and companies’ marketing efforts.
Skills
Subject-specific Skills
• Apply a theoretical understanding of the marketing management and strategy task to current industry practice.
• Critically evaluate academic work within the subject area.
• Critically evaluate the strategic decision-making of marketing managers and propose recommendations to improve efforts.
• Analyse and discuss case studies and articles concerned with marketing management and strategy current practice in a range of sectors and contexts.
Cognitive Skills
• Problem solving
• Logical reasoning
• Independent enquiry
• Critical evaluation and interpretation
• Self-assessment and reflection
Transferable Skills
• Synthesise and evaluate information/data from a variety of sources
• The preparation and communication of ideas in written form
• Work both independently and in groups
• Organisation and time management
• Problem solving and critical analysis
Coursework
100%
Examination
0%
Practical
0%
Credits
15
Module Code
IBEM7005
Teaching Period
Autumn
Duration
15 weeks
Pre-requisite
No
Core/Optional
Core
Marketing Internship and Work-based Research Project
Overview
Students have the opportunity to apply for minimum 12 week paid internship as an alternative to the traditional MSc dissertation in Semester 3. It is an opportunity for students to combine their knowledge and skills acquired and enhanced across the taught modules and use them to explore, analyse and evaluate a predefined business problem, challenge or issue that is agreed with the internship host.
It is compulsory for students who secure an internship to submit a work-based research project as the final element of the MSc Marketing degree. The purpose and scope of the project must have a contemporary marketing focus; have the potential to add value to the company’s marketing operations; and be agreed by both the academic supervisor and the company mentor before the student can commence work on it.
Learning Outcomes
1. Critically evaluate the relevant literature of the subject area chosen for the research study;
2. Formulate research questions on a research issue;
3. Select appropriate research methods for answering research questions and execute appropriately
4. Draw conclusions, appraise practical implications of work experience, justify recommendations, and identify the limitations of the study and scope for further research.
Skills
Apply and review theoretical principles in practice
• Communication
• Data analysis skills relevant to the chosen research topic
• Effective and independent learning
• Quantitative/qualitative skills
• Specific research skills relevant to the chosen research topic
Coursework
80%
Examination
0%
Practical
20%
Credits
60
Module Code
IBEM7012
Teaching Period
Summer
Duration
15 weeks
Pre-requisite
No
Core/Optional
Core
MSc Marketing Dissertation
Overview
Module Description
The dissertation provides the opportunity for students to undertake an independent piece of research, in a topic area relating to the marketing discipline, and apply a range of tools and methods in the execution of a particular thesis.
Learning Outcomes
Learning Outcomes
On successful completion of the dissertation, students will be able to:
• Compare and contrast quantitative and qualitative research methodologies.
• Critically appraise published research in the area of marketing.
• Identify an appropriate subject for study relating to the marketing discipline.
• Examine critically research design and ethical issues in for research in marketing.
• Reflect coherently on an appropriate research method.
• Demonstrate a critical appreciation of the theoretical and methodological issues arising in conducting a research project and dissertation in the field relating to the marketing discipline.
• Collect and analyze data.
• Draw conclusions from data analyzed and draw implication for theory and practice.
Skills
Skills
On successful completion of this module, students will have gained the following key skills:
• Searching for and critical review of relevant academic literature
• The carrying out of independent research involving quantitative and/or qualitative analysis
• Creative thinking and problem-solving
• Personal effectiveness
• Academic writing skills
• Time management
Coursework
100%
Examination
0%
Practical
0%
Credits
60
Module Code
IBEM7011
Teaching Period
Summer
Duration
15 weeks
Pre-requisite
No
Core/Optional
Core
International Marketing
Overview
The focus of this module is on the theory, practice and challenges faced by marketing managers working in an international environment and the concepts and theories that can be used to inform marketing decision-making in these contexts. The module also provides insight into new and emerging themes in the discipline.
Learning Outcomes
On completion of the module students will be able to:
• Analyse the nature, scope and role of marketing in multinational firms.
• Examine core theories and concepts in international marketing and their relevance in contemporary international markets.
• Evaluate emerging marketing developments and determine their implications for enabling and/or challenging the success of firms operating in an international environment.
• Develop evidence-based marketing solutions by integrating theoretical frameworks with practical applications in diverse international markets.
Skills
The module also provides opportunities for the student to acquire or enhance the following key skills:
Subject Specific Skills:
• Apply a theoretical understanding of the international marketing task to current industry practice.
• Apply case analysis techniques to evaluate complex international marketing scenarios.
• Critically evaluate the decision-making of international firms and propose recommendations to improve marketing efforts.
Transferable Skills:
• Design and apply market research strategies utilising industry tools and platforms to analyse international markets.
• Demonstrate effective communication of complex marketing insights through professional reports.
