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Marketing

This Masters programme aims to equip students with the skills needed to succeed in their choice of a career in professional marketing.

Award:

MSc

Study level:

Postgraduate

Mode:

Part-time

Campus:

Qatar campus

To apply, please email admissions@cityuniversitycollege.edu.qa or telephone (+974) 40 198 198.

About this course


This Master’s programme aims to equip students with the skills needed to succeed in their choice of a career in professional marketing.

The MSc Marketing programme will develop professional Marketing graduates who can drive business success, identify new business trends, deliver complex business solutions and build customer relationships that allow the co-creation of products and services.

Students will challenge the accepted conventions of the business world by developing marketing strategies in real life business contexts and studying topics such as Strategy and Innovation, Digital Marketing Communications, Marketing Analytics, Foundations in Management, Marketing Management and Global Marketing.

Real life experience will be provided by an applied project within a local business to solve a contemporary marketing problem.

Programme structure

The MSc Marketing programme is offered in part-time mode only and the duration of the course is 2 years (across 5 semesters).

The course is modular in design with students undertaking 8 modules in total to obtain an MSc Marketing degree. Students will normally study 2 modules across 2 semesters in the first year and across 3 semesters in the second year, with the Applied Marketing Project being undertaken across semesters 2 and 3 of the second year.

The programme consists of 7 modules, each worth 20 credit points and an Applied Marketing Project module worth 40 credit points (total 180 credits). You will study for up to 6 hours per week plus additional independent study.

Learning outcomes

The objectives of the programme are to:

  • Provide advanced study within the Marketing discipline
  • Use an enquiry based approach to develop skills suitable for today's dynamic marketplace
  • Enhance the lifelong learning capabilities of graduates
  • Develop digital and analytical skills to enhance employability
  • Build critical evaluation skills by using the application of marketing theories to complete live business projects/internships
  • Provide a unique student experience of working in virtual international teams to develop a novel and disruptive business idea

Modules


You will attend lectures and seminars throughout the 2 years with some sessions being delivered online. Programme materials will be available electronically.

Academic Modules

Year 1

Marketing Management (20 credits)

This module is designed for graduates to deepen their knowledge concerning the nature and character of fundamental marketing principles, their inherent inter-relationships and how marketing can be effectively managed both as a function and a philosophy. It builds on this to provide knowledge to increase understanding of the important concepts, processes and frameworks of marketing management decision making from both an operational and strategic perspective.

Foundations in Management (20 credits)

All business activities occur within an organisational context, and all organisations require effective and efficient management. Organisations are highly complex and dynamic goals led open social systems, comprised of numerous interdependent and inter-related variables. This module introduces students to the subject of management, organisational structures and strategy. Students will develop a critical knowledge and understanding of the structural configurations, which organisations can assume, and the environmental and strategic factors, which influence this structure. Students will explore management's role within organisations, as well as how managers can grow successful business within today global business environment.

Digital Marketing Communications (20 credits)

Digital Marketing communications have become the central focus for entrepreneurs, enterprises and organisations seeking to reach, engage, co-create and develop deeper relationships with their consumer 'tribes'. In an age of ubiquitous connectivity and a demand for real-time and personalised engagement, this module will give participants an understanding of what that means for those involved in delivering richer and more productive consumer experiences through digital marketing platforms. This module seeks to provide learners with practical, real-world examples of technologies meeting the demands of such connected consumers and utilises a project based approach to promote active, deeper learning of the unfolding opportunities through Digital Marketing.

Global Marketing (20 credits)

Given the importance of export-led growth, particularly in terms of a small peripheral economy such as Northern Ireland, this module examines exporting and broader forms of global marketing. The factors that impact upon internationalisation will be examined, and firm level processes and decision-making will be considered within the context of the broader international marketing environment. The module covers a range of concepts, issues and practices that are relevant to the study of global marketing.

Year 2

Marketing Analytics (20 credits)

This module will seek to provide students with an in-depth understanding of qualitative and quantitative data analysis methods. Students will use the latest analytics software packages to digitally research defined problems and develop business reports that present this data in a coherent manner. They will study their application to both business and academic contexts. Students will learn to manipulate data from a variety of industry databases and social media sites such as Facebook and Linkedln analytics. The module will focus on the analysis and interpretation of primary and secondary data.

Strategy & Innovation (20 credits)

Strategy consists of the analysis and decisions an organisation undertakes in order to create and sustain competitive advantage. Understanding these interrelated processes is crucial for creating and developing organisations. This module explores these decision areas from a range of contemporary perspectives focusing particularly on innovation and business development using innovative business modelling techniques.

Entrepreneurial Marketing (20 credits)

Rapid changes in technology, political structures and lifestyles are creating new products, new markets and opportunities for enterprise and for entrepreneurial people. On the other hand, these factors combined with the pressure of aggressive competition, create an environment full of threats to challenge the determination of such entrepreneurial people. Marketing is a core but largely undervalued component of new venture creation. The identification and evaluation of market opportunities and their strategic and tactical development are at the heart of the entrepreneurial process. As larger companies downsize in pursuit of benefits of entrepreneurial SMEs a number of questions arise. Do SMEs just practice a simplified version of "sophisticated" marketing practiced in larger firms? Is the marketing practiced in entrepreneurial SMEs different, even fundamentally different? Why, though, are larger firms apparently so keen to abandon "big" and "sophisticated" for "small" and "unorthodox"? Marketing and entrepreneurship determine the fate of business owners and SMEs worldwide. However, if entrepreneurial SMEs do marketing in a way that is fundamentally different to those approaches presented in conventional marketing theory then we need new theories. There is a need to address these issues and to explore the challenges that exist at the interface between marketing and entrepreneurship theory, to answer these questions and to draw out the practical implications for practice in enterprising businesses.

Applied Marketing Project (40 credits)

The purpose behind the Applied Marketing Project is to enable students to apply knowledge and skills acquired throughout the course to an organisational issue or problem. This module serves as an integrating mechanism for all other modules as well as developing powers of analysis and evaluation and project management skills. This module follows on from the Marketing Analytics module that students undertook in order to develop the appropriate skills to complete an applied marketing project efficiently and effectively.

Entry requirements

  • Applicants must hold a Bachelors’ degree in a related discipline with at least 2:2 Honours standard or equivalent.
  • English language requirements: The minimum requirement for this course is Academic IELTS 6.0 with no band score less than 5.5.


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