Marketeers facilitate management and planning of customer-centred business operations and are major players in the practice of sustainable international business development. On successful completion of this course, graduates will have developed the critical thinking necessary to plan and manage marketing strategies.
The MSc Marketing programme has been designed for those who have not formally studied for a degree in business or management and who would like to both increase their understanding of a range of business and management subjects and specialise in marketing.
Oxford Brookes Business School is acknowledged as a leading provider of professional business management training in the UK. We have over 100 teaching and research staff and our students are drawn from all over the world. Our reputation is built on our student-centred approach as well as our teaching and research excellence. We are also recognised for innovation and service to the community and professional organisations; and our educational philosophy, which seeks to embrace education in its widest sense.
Teaching, learning and assessment 教學與評分方式
Teaching is organised on a module-credit basis, involving approximately 1,500 hours of student effort and approximately 260 hours of staff contact, and is delivered over two semesters of 12-week duration.
Learning methods include lectures, directed reading, workshops, seminars, practical and project work. Some modules include group work and teamwork activities.
Each course module is assessed individually, generally on the quality of written or visual presentation work, and to some extent on verbal presentations. Assessment methods may include reports, seminar papers, formal written examinations, in-class tests, project work, visual and verbal presentations, workshops, simulations, and practical exercises. The majority of assessments are based on individual assignments but there is some assessed group work.
Course content 課程內容
The MSc is based on the completion of the following compulsory module elements, plus an 80 page master's dissertation.
Compulsory module elements: 必修課程
l Principles of Marketing introduces the key principles of marketing by studying the theories that underpin the subject. You will explore the roles of buyers, the marketing environment and the way in which marketeers plan, manage, implement and monitor marketing programmes in the context of the international environment of the 21st century.
l Business Strategy introduces you to the major concepts of business strategy and the analytical tools used to develop strategy in complex business environments. You will develop an understanding of how financial statements can be used to evaluate organisational and strategic performance, and how a range of stakeholders' interests impact on the development of business strategy.
l Principles of financial Accounting and Statistics provides the opportunity for you to develop core competencies in accounting, basic statistics and their integration in business decision-making. The module seeks to engender the development of an understanding of financial and quantitative information relevant to middle or senior managers, to enhance your effectiveness when operating in an international organisation. The module is primarily concerned with the analysis and interpretation of quantitative and financial information, not its production. The content of this module is used as a foundation for further study in other modules, including Research Methods.
l Managing Business Operations explores the complex and interconnecting relationships between functional areas and the real world of business. You will learn how business operations and resources can be most effectively and efficiently managed in order to achieve competitive advantage, and how every organisation has to manage its operational activities in order to add value by transforming inputs into saleable or useable output products and services.
l Organisational Theory and Design seeks to provide a framework for the understanding and analysis of organisations with particular reference to organisational design, processes and change. The organisation will be critiqued from a number of perspectives: individual, systems/contingency and cultural/social processes. These perspectives will encourage a critical awareness of organisational dynamics and will provide you with an evaluative framework in which to engage in independent problem solving.
l Global Market Development applies many of the concepts of strategic analysis and planning from the earlier part of the programme to a global context and environment. The module facilitates the study of global marketing strategy with particular emphasis on creating sustainable competitive advantage by the implementation of strategies taking into account various market differences and, where possible, creating global products having near universal application and appeal.
l Marketing to the Consumer covers the origins and growth of contemporary consumer societies, focusing on the marketing implications of the consumer as an individual decision-maker as well as on the consumer as a buyer for business. You will explore the main concepts that underlie communication theory in the context of marketing communications, and discuss the role of the promotional mix, e-commerce and interactive marketing in contemporary marketing theory and practice. You will examine how buying decisions are made domestically and in business, and how the marketing function designs and executes research into this process. The module will include an exploration of the process of marketing research and its role in the achievement of organisational objectives. Specific links will be made to current research developments.
l Personal Development Plan addresses your individual learning needs and priorities, and explores the organisational and individual consequences of individual and collective actions and behaviours. Your personal effectiveness and capacity to recognise, adapt and apply relevant theory to the managerial context, and to personally learn from experience, will be improved by engaging in self-reflection and critical self-evaluation exercises.
l Research Methods enables you to develop the critical approach necessary to undertake a thorough, penetrating and evaluative analysis of a topic in academic literature. The module will enable you to think and construct arguments in a rigorous and analytical manner and to reflect critically on the philosophy, process and ethics of management research.
l MSc Dissertation is an individual research study of up to 80 pages based on a critical literature review. It will be an in-depth, rigorous piece of work on a topic chosen from a selection of academic areas that fall within the Business School 's research themes or areas of academic interest.
The programme attracts students from a wide range of backgrounds, disciplines and nationalities. Applicants are welcome from any academic discipline, as well as those seeking continuing professional development. Admission is normally open to those with a good undergraduate honours degree (or equivalent overseas degree from a recognised institution) or equivalent professional qualification, or other qualification. Applicants who possess a diploma rather than a good degree may be eligible for entry provided they have compensatory work experience and can demonstrate career development. Proof of English language competence is required if your main language is not English. The course provides the opportunity to attain formal academic training and qualifications based on a diversity of professional backgrounds.