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 Programme Outline
Programme Structure
Module Abstracts
Prerequisites
 Programme Outline
Our Specialisation Track in Marketing provides managers with the skills and knowledge to enable them to make informed decisions that support the development goals of their organisation or business. Specialisation modules include Marketing Research, Consumer Behaviour, and Services Marketing.
Programme Structure
Core modules
Managing People
Managing Resources
Managing the Environment
Managing Change
In addition to the core MBA modules, students must choose at least three electives from the following list:
Marketing in a Global Environment
Marketing Research
Services Marketing
Consumer Behaviour
The final elective module may be chosen from:
Any module not taken from the above list of non-core modules (i.e. Marketing Management, Marketing Research, etc.) or:
Investment Strategies
Financial Reporting
Advanced Managerial Accounting
Quantitative Business Analysis
Human Resource Management
Business Leadership
Entrepreneurship
Advanced Concepts of e-Business
Module Abstracts
Core Modules
Managing People
Aim
To provide an understanding of the principal research, practices, and concepts surrounding managing people in complex organisations.
Description
This module introduces students to the dynamic field of organisational behavior. Students will gain a scholarly foundation through reading the textbook and learn to apply the various concepts to managing people in their own workplace.
Managing People is a required core module for all MBA tracks. Not an elective module.
Managing Resources
Aim
To provide a sound theoretical and practical foundation in accounting, finance, and operations management.
Description
This module equips students to apply accounting and operations management concepts to real-life business situations and gain an understanding of accounting and finance terminology. Students will gain an appreciation of the nature and value of the resources available to an organisation and how best to manage them to increase efficiency, competitiveness, and investment returns.
Managing Resources is a required core module for all MBA tracks.
Not an elective module.
Managing the Environment
Aim
To provide managers with the strategic outlook necessary for organisations to succeed in modern international market environments.
Description
The Managing the Environment module draws from the closely related disciplines of strategy and marketing. The module provides students with the tools necessary for the analysis of micro and macro business environments and prepare marketing plans adapted to the varying environmental requirements.
The module has been developed to complement the related core modules of Managing People, Managing Resources, and Managing Change.
Managing the Environment is a required core module for all MBA tracks.
Not an elective module.
Managing Change (Final core module after Elective period)
Aim
To provide an understanding of how organisations change and enable you to develop appropriate strategies to manage change to the benefit of the business.
Description
This module reveals the potential for change in organisations and prepares you to develop change management strategies and processes in pursuit of business goals. With response to change a key success factor, this module does not offer quick fixes, but helps you develop a holistic philosophy that brings sustained business advantage.
Managing Change is a required core module for all MBA tracks.
Not an elective module.
Elective Modules (students choose three)
Marketing in a Global Environment
Aim
To build upon the basic marketing knowledge gained in the core modules by introducing more advanced issues relating to a global context.
Description
This module investigates advanced management concepts in the areas of market segmentation, multiple market channels, competitive intelligence, integrated marketing, and e-business. In particular, this module introduces students to marketing concepts used by domestic and foreign companies seeking to market products globally. This module also provides an in-depth experience of the process of developing effective marketing plans, strategies, and tactics in terms of theoretical as well as “real life” perspectives.
Elective for: MBA programme and its Specialisation Tracks; particularly MBA (Marketing)
Marketing Research
Aim
To provide you with techniques for conducting marketing research, then analysing and applying the resultant data as a decision-making tool.
Description
An overview of the methods by which marketing data is obtained. You will master a range of market research techniques, then discover how best to collect, analyse and use the data. The module also addresses issues such as data mining, data privacy and ethics. You do not need advanced knowledge of statistics to take this module.
Elective for: MBA programme and its Specialisation Tracks; particularly MBA (Marketing)
Services Marketing
Aim
To provide an understanding of the unique marketing challenges of services as opposed to tangible goods.
Description
You will gain an appreciation of the theoretical concepts used by a variety of global service providers and evaluate their practical application across a range of businesses. You will develop greater understanding of many issues that are unique to the marketing of services, including how to sustain competitive advantage and implement service management.
Elective for: MBA programme and its Specialisation Tracks; particularly MBA (Marketing)
Consumer Behaviour
Aim
To provide an understanding of the many complex factors that influence the consumer purchasing behaviour.
Description
This module explains how to evaluate and analyse the cultural, social, personal, and psychological factors that affect customer behaviour. You will come to understand the importance of cognitive psychology, external influences (such as culture) and consumer research and discover how to apply such knowledge to the development of marketing strategies.
Elective for: MBA programme and its Specialisation Tracks; particularly MBA (Marketing)
Dissertation
Aim
To provide an opportunity for you to produce a final, original piece of written work that demonstrates your originality in the application of theory gained during your study
Description
The culmination of your programme, this written project demonstrates your mastery and integration of all your previous learning.
The dissertation is the cornerstone of the UK university system. It is an original, scholarly work that applies your new knowledge and experience and allows you to prove your mastery of the techniques you have studied. It must have merit beyond the scope of your particular need. If you follow a Specialisation Track, it must be on an appropriate topic.
Required for: MBA programme and all its Specialisation Tracks.
Prerequisites
A Bachelors degree from an accredited college or university or a degree from a recognized institution comparable and/or equivalent to a British Honours degree.*
Two years working experience related to the degree program (practical background knowledge of business).
English Language skills relevant to an online program and comparable to IELTS 6.5, TOEFL 600, or GCSE C.
* Applicants that do not directly meet the educational requirements will be evaluated on an individual basis.
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