Marketing Management MA | 2017/18
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Marketing Management MA 2017/18 entry

Course code:

BEST115

Study options:

1 year full-time
2 years part-time

How to Apply
Location:

Coventry University

Starting:

January 2018

 

Fees:
Faculty:

Get in touch

For questions regarding study and admissions please contact us:


+44 (0) 24 7765 2152


Overview

With a focus on customer insight and contemporary issues in marketing, this Chartered Institute of Marketing (CIM) accredited course helps you to develop practical skills and provides a strategic perspective on marketing management.

You will be taught how to interpret market data, provide situational analysis and make recommendations for strategic developments, able to develop marketing and advertising campaigns which adapt to changing market conditions.

Coventry University is a CIM accredited study centre, one of a few UK universities that enables you to top up your Master’s to obtain the CIM Professional Diploma in Marketing qualification. You will have the opportunity to apply your knowledge in our digital marketing lab, analyse real-life business case studies, work on ‘live’ projects and hear from industry guest speakers. The course also includes the Chartered Management Institute (CMI) accredited module, Global Professional Development. Students who successfully complete the CMI module will also gain a Level 7 Certificate in Strategic Leadership and Management and a Level 7 Award in Professional Consulting.

Why Coventry University?

An award-winning university, we are committed to providing our students with the best possible experience. We continue to invest in both our facilities and our innovative approach to education. Our students benefit from industry-relevant teaching, and resources and support designed to help them succeed. These range from our modern library and computing facilities to dedicated careers advice and our impressive Students’ Union activities.

Global ready

An international outlook, with global opportunities

Employability

Career-ready graduates, with the skills to succeed

Student experience

All the support you need, in a top student city

Accreditation and Professional Recognition

This course is accredited by the following bodies

The course also includes the Chartered Management Institute (CMI) accredited module, Global Professional Development. Students who successfully complete the CMI module will also gain a Level 7 Certificate in Strategic Leadership and Management and a Level 7 Award in Professional Consulting

Chartered Institute of Marketing (CIM)

We are a Chartered Institute of Marketing (CIM) accredited Study Centre, which means that students who complete the MA Marketing Management at Coventry University are exempt from the CIM Certificate in Professional Marketing, as well as one of three modules of the CIM Diploma in Professional Marketing.


Chartered Management Institute (CMI)

The course also includes the Chartered Management Institute (CMI) accredited module, Global Professional Development. Students who successfully complete the CMI module will also gain a Level 7 Certificate in Strategic Leadership and Management and a Level 7 Award in Professional Consulting.

European Foundation for Management Development (EFMD)


Chartered Association of Business Schools (CABS)

What our students say...

My course tutor was very helpful, understanding and has always supported and appreciated my work. Her course was very enjoyable and fun, the teaching methods were out of the box, new and fresh which kept my interest. I chose Coventry because it is recognised not only in the UK, but also all over the world and the facilities which the University provides are phenomenal.

Muhammad Zafar, MA Marketing Management, current student in 2017

Course information

To achieve long-term success, businesses need to provide the products and services their customers require and they rely heavily on marketing professionals to do this. The study of marketing is therefore grounded in the understanding of customer needs, the environment in which companies operate and their competitors.

We will consider the broader implications of marketing and its impact upon consumers, society and other stakeholders, such as managing corporate reputation, advertising psychology or the sensitivities of marketing across different countries and cultures. You will be exposed to the newer ways of achieving competitive advantage in today’s business environment. For example, the extensive use of analytics and the various market research techniques used in decision making.

You will work with others to develop advertising campaigns and hone your analytical skills using simulation games, such as the Cesim SIMBrand marketing management game. You’ll be given opportunities to work on live project briefs, for example, live projects including producing a full situations analysis and marketing communications campaign for companies which include Revive, Brewhouse and Kitchen, Greene King Farmhouse Inns and Tewkesbury Borough Council.

Modules

Overview

In the first semester, we focus on building knowledge of the core principles and practices of marketing, considering consumer behaviour, strategic promotional planning, marketing communications, branding and brand strategies.

Since marketing is a discipline that requires hands-on experience of conducting and managing activities, you will have the chance to apply your marketing knowledge more extensively in the second semester. You will learn to appreciate the importance of how messages are received and encoded by society, and understand the power of marketing imagery and how this can have positive and negative impacts upon consumers and society.

The culmination of your Master's course will be either a dissertation or a company internship that will provide you with the opportunity to undertake a workplace project on behalf of an organisation. Past students have explored topics such as the use of apps and their characteristics or social networking and marketing communications. They have also produced full marketing plans for a variety of organisations including Aston Martin and some have even gained employment with the placement company.

 

This course includes the Global Professional Development module. Each of the participating postgraduate courses have an individually tailored version of the Chartered Management Institute (CMI) Global Professional Development module.

Modules

  • Semester 1

    • Principles of Marketing 
    • Consumer Behaviour
    • Marketing Consultancy Research
    • Marketing Communications
  • Semester 2

    • Global Marketing
    • Strategic Marketing Management
    • Services and Retail Marketing
    • Digital Marketing
    • Global Professional Development - Consultancy
  • Semester 3

    • Dissertation or Company Internship

In more detail...

  • Successful completion provides an exemption towards the CIM Professional Diploma in Marketing qualification.
  • Ranked 20th in the UK for ‘Business, Management and Marketing’ in the UK in the Guardian University Guide 2018.
  • With over 5,000 students, Coventry Business School is one of the largest in Europe, rated as ‘excellent’ by Eduniversal.
  • Opportunities to participate in industry field trips, to advertising agencies and exhibitions, such as the Digital Marketing Show.
  • Vibrant student community with lots of student-led social events and activities, such as breast cancer charity fundraising and a sports away day.
  • Use of our digital communications lab – the DigiComm Lab – equipped with industry-standard software, including Adobe Comp, Adobe Slate, Adobe Voice, Behance, WordPress and social media platforms.
  • Staff stay abreast of marketing issues and trends, sharing their experience of relevant national and international conferences, such as those organised by the Academy of Marketing or the European Marketing Academy.

Regular guest speakers from industry speaking about various marketing challenges, for example, Big Data, social media and online customer engagement.

Your main study themes are:

  • Marketing Management: You will study topics such as consumer behaviour, brand communications and strategy as well as specialist options such as creative advertising development and campaign management.

  • Services and retail marketing: For those marketing graduates who find employment in service industries, the traditional product-based models of marketing are not always useful. Within services, retailing is an activity of enormous economic significance to most developed countries. In the UK alone it employs over 10% of the workforce. We explore the theoretical concepts surrounding services and retail marketing.

  • Digital and social media marketing: Provides guidance on how to apply marketing on the Internet and emerging digital technologies, building on existing theories and concepts and questioning the validity of various e-models in the light of the differences between the internet and alternative media. We focus on the drivers for the increase in web engagement and social networking approaches, exploring the different strategies of developing and implementing digital marketing strategies to suit different organisational settings.

  • Consumer behaviour: An in-depth understanding of consumer behaviour underpins all marketing activities, so we provide a detailed insight into the psychology of consumers (their motivations, thoughts, feelings, reasoning, information processing, decision making and behaviour) and how they interact with their socio-economic and cultural environment to achieve their goals in today’s society.

The teaching, learning and assessment strategies of this course have been designed to align the curriculum with CIM Professional Diploma in Marketing qualification, the professional requirements of which will be met on successful completion, providing exemption from two modules, which can be studied immediately after your degree or in the three to five years following.

The course is structured to provide a mix of classroom and lab-based activity with a series of lectures, associated seminars, practical workshop classes and personal tutorials. You’ll research marketing literature and be encouraged to investigate, analyse and discuss from a critical perspective issues in marketing, such as live projects including producing a full situations analysis and marketing communications campaign for companies which include Revive, Brewhouse and Kitchen, Greene King Farmhouse Inns and Tewkesbury Borough Council.

The teaching team has many years of industry experience on both the client and agency side; they will draw on this experience for case material and contacts to bring the course to life. For example, Lara Chaplin worked for many years in the cinema industry both for Odeon UK and ABC Cinemas working at a management level and was responsible for all marketing communication Lara brings her commercial experience and passion for the subject into the classroom. 

As well as industry specialists we also have some world renowned academics. Dr Weiyue Wang work has been published in a variety of quality management and marketing academic journals including The Leadership Quarterly, Journal of General Management, International Studies of Management and Organization, European Journal of Marketing, Journal of Marketing Management, among others.

We have regular guest lectures with marketing speakers from industry and offer a range of field trips both nationally and internationally – in the past to Liverpool FC – which provide exposure to industry and develop your intercultural competencies.

The learning outcomes of modules, assessments and projects will be clearly stated. Your work will be marked according to how well you achieve these learning outcomes and your final feedback will refer to each outcome, as well as providing an overall percentage grade. The course provides a variety of assessment methods, including closed‐book examination, individual and group reports and presentations, multiple‐choice questions including justification of answers, e‐Portfolios and analysing live data (analytics). 

An estimated percentage breakdown of your final grade assessment is as follows: 

  • Formal examinations: 60%
  • Coursework: 40%

On the successful completion of 180 level Masters credits, awards may be made with a ‘Distinction’ or ‘Merit’, based on the achievement of an average mark of at least 70% or 60% respectively. Students may be awarded the Postgraduate Diploma (PgDip) if they achieve 120 credits and a Postgraduate Certificate (PgCert) if they achieve 60 credits. Students may only progress to the final stage of Masters programmes after meeting the requirements for award of a Postgraduate Diploma.

40% assessed by coursework

On completion, you should have knowledge of:

  • The essential principles of marketing and advertising practices.
  • Customers and stakeholders and their role within organisations.
  • How to identify and apply an appropriate depth of analysis from relevant sources of marketing information and research techniques.
  • Selected specialist sub-disciplines within marketing, advertising or management at an advanced level.
  • Current contemporary issues including sustainability, ethics and CSR in marketing and digital marketing.
  • The tools used in digital and social media marketing using appropriate software.


On succesful completion, you should be able to:

  • Apply appropriate techniques to solve marketing communications problems in business.
  • Present ideas and findings to an audience, communicating effectively in written, verbal or electronic format using appropriate business media and IT applications.
  • Identify a marketing or advertising problem, choose and justify an appropriate research method and attempt to answer a question posed.
  • Source analyse and apply appropriate marketing information to support decision making.
  • Develop and implement creative ideas in response to a marketing brief.
  • Critically analyse and interpret marketing data to inform business decisions.
  • Develop marketing and advertising plans.

In a typical teaching week, you will have up to 14 ‘contact’ hours of teaching. This generally breaks down as:

  • Personal tutorial/small group teaching: Several smaller one to one tutorial/seminars will be organised over the semester per module.
  • Medium group teaching: 9 hours of practical classes, workshops or seminars each week.
  • Large group teaching: 4 hours of lectures each week.

In addition, you will be expected to undertake a further 110 hours of self-directed studying per module per semester and revising in your own time.

You will have the opportunity to gain international experience in a number of ways, not least through the multicultural environment fostered by staff and students from all over the world. Nearly two-thirds of the Department’s staff have joined from overseas countries, so our department is very international in outlook.

Within course content, we encourage an international outlook in all modules through the use of international case studies. The ‘Global Marketing’ module provides a contemporary perspective of the international marketplace and the strategic issues involved in marketing across countries and cultures. While the major focus of the module is deliberately global, some coverage of European and other trade blocs (i.e. emerging economies) will be afforded through case study sessions and assignment work.

Throughout the course, you will have the opportunity to visit relevant companies to gain a real-life experience of marketing, both at home and abroad. Previous cohorts of students on similar courses have visited Leuven in Belgium, Dubai and Malaysia and most recently Greece, where students had the opportunity to take part in a special workshop led by Dr Ilias Kapoutsis at the prestigious Athens University of Economics and Business on the subject of essential negotiation concepts and practices. Working in teams, students participated in a role-play negotiation exercise involving two firms negotiating over marketing related issues. In the debriefing, they then presented their negotiation outcomes, the underlying rationale and highlighted best strategies to use.

As part of their ‘Global Marketing’ module, students are given the opportunity to work with one of our partner universities, Baylor University in the United States. Through online websites, they are tasked with developing global marketing strategies for a chosen product in different global markets. In 2016/17, the focus was emerging markets.

Global ready

Did you know we help more students travel internationally than any other UK university according to data from the experts in higher education data and analysis, HESA?

In 2014/15, we were able to provide a total of 2,264 student experiences abroad that lasted at least five days, 73% of which were our own organised trips for undergraduates and 27% from postgraduate travel. Plus, we've been able to help more than 5,000 students spend time in other countries, from America to China, India and beyond.

Much of this travel is made possible through our Global Leaders Programme, which enables students to prepare for the challenges of the global employment market, as well as strengthening and developing their broader personal and professional skills.

Explore our international experiences

1st for

international experiences

Sending more students overseas than any other UK uni (HESA)


2,264

Student experiences

The number of student trips abroad for at least 5 days in 2014/15



12,000

and counting

The number of students we’ve helped travel internationally so far

21

global programmes

As well as trips, we offer other opportunities like language courses


What our students say...

My course tutor was very helpful, understanding and has always supported and appreciated my work. Her course was very enjoyable and fun, the teaching methods were out of the box, new and fresh which kept my interest. I chose Coventry because it is recognised not only in the UK, but also all over the world and the facilities which the University provides are phenomenal.

Muhammad Zafar, MA Marketing Management, current student in 2017

Entry Requirements

Applicants should hold a good honours degree in a relevant academic discipline. Applications from candidates with relevant experience will be considered on an individual basis.

Applicants should hold a good honours degree in a relevant academic discipline. Applications from candidates with relevant experience will be considered on an individual basis.

Our International Student Hub offers information on entry requirements for your country, as well as contact details for agents and representatives should you need more advice.

More detail

Applicants should hold a good honours degree in a relevant academic discipline. Applications from candidates with relevant experience will be considered on an individual basis.

Our International Student Hub offers information on entry requirements for your country, as well as contact details for agents and representatives should you need more advice.

More detail

What our students say...

My course tutor was very helpful, understanding and has always supported and appreciated my work. Her course was very enjoyable and fun, the teaching methods were out of the box, new and fresh which kept my interest. I chose Coventry because it is recognised not only in the UK, but also all over the world and the facilities which the University provides are phenomenal.

Muhammad Zafar, MA Marketing Management, current student in 2017

Tuition Fees

We pride ourselves on offering competitive tuition fees which we review on an annual basis and offer a wide range of scholarships to support students with their studies. Course fees are calculated on the basis of what it costs to teach each course and we aim for total financial transparency.

Starts

Fee


January 2018

£10,121 (per year)


Scholarships

If you're a truly outstanding undergraduate candidate we may be able to offer you a Coventry University Scholarship. Coventry University Scholarships are awarded to recognise truly exceptional sports achievement and academic excellence.

Starts

Fee


January 2018

£10,121 (per year)


Scholarships

For the September 2017 and January 2018 intakes, we're investing £1 million into scholarships for high achieving and enterprising students.

Our scholarships are worth up to £10,000 and every student that applies will be considered. Fulfil your potential this academic year with Coventry University!

Starts

Fee


January 2018

£14,311 (per year)


Scholarships

For the September 2017 and January 2018 intakes, we're investing £1 million into scholarships for high achieving and enterprising students.

Our scholarships are worth up to £10,000 and every student that applies will be considered. Fulfil your potential this academic year with Coventry University!

What our students say...

My course tutor was very helpful, understanding and has always supported and appreciated my work. Her course was very enjoyable and fun, the teaching methods were out of the box, new and fresh which kept my interest. I chose Coventry because it is recognised not only in the UK, but also all over the world and the facilities which the University provides are phenomenal.

Muhammad Zafar, MA Marketing Management, current student in 2017

Career prospects

Graduates of this course will be in a position to pursue a wide range of managerial marketing positions which include strategic and operational marketing responsibilities.

You may choose to follow a career in sales and marketing, specialising in areas such as market research, digital or direct marketing. Alternatively, you may wish to pursue a career as a consultant or move into business development and general management.

Our course is accredited by the Chartered Institute of Marketing (CIM), which means that straight after successful completion of your degree you can go on to achieve the CIM Professional Diploma in Marketing, significantly enhancing your career prospects. With appropriate work experience, you would then be eligible for Associated/Member status from CIM, able to use the designatory letters ACIM/MCIM. With this, you will also be well on your way to achieving Chartered Marketer status, the mark of an up-to-date, qualified and experienced marketing professional.

You will have the support of dedicated Personal Employment Tutors, who are industry trained, and our well-established Employment Unit with an extensive network of employers with a wide range of internship possibilities. The employment unit also supports you with workshops and guidance on the various aspects of the employment process such as preparing your CV, interview practice and mock assessment centres.

Coventry University is committed to preparing you for your future career and giving you a competitive edge in the graduate job market. The University's Careers and Employability team provide a wide range of support services to help you plan and prepare for your career.

Where our graduates work

Previous graduates have secured exciting and rewarding positions in a wide variety of marketing areas such as brand management, creative advertising development, Higher education teaching professionals, Sales accounts and business development managers, Financial accounts managers, Managers and directors in retail and wholesale, Web design and development professionals, Sales accounts and business development managers working with the leading organisations worldwide such as Airbus, Millward Brown, Silverstone, Sun Yat -Sen University, GuyKat Solutions, Baoshui Trading Company, Kemppi, Nan Wei (Linewell).

What our students say...

My course tutor was very helpful, understanding and has always supported and appreciated my work. Her course was very enjoyable and fun, the teaching methods were out of the box, new and fresh which kept my interest. I chose Coventry because it is recognised not only in the UK, but also all over the world and the facilities which the University provides are phenomenal.

Muhammad Zafar, MA Marketing Management, current student in 2017
Disclaimer

By accepting your offer of a place with us, a Student Contract (“the Contract”) will be formed between you and the University. The Contract will detail all of your rights and also the obligations you will be bound by during your time as a student and will also contain all of the obligations that the University owes to you.  We would encourage you to read the Student Contract before you accept any offer of a place at the University. A copy of the Contract can be found here.