3 good reasons to study Marketing at Salford
- Gain specialist knowledge and skills on this CIM approved and accredited course
- Develop expertise in Search and Social Media Marketing
- Take a Business Innovation Project module, increasing your practical skills and experience
At Salford we integrate marketing theory and practice through four core modules in order to provide you with a critical understanding of marketing in both commercial and non-commercial sectors. We are approved and accredited by the Chartered Institute of Marketing (CIM), which means that as graduates you will be eligible for direct entry onto the CIM’s Professional Postgraduate Diploma, subject to you also obtaining appropriate senior marketing management experience.
Duration
MSc (Minimum 12 months, maximum three years)
Course Details
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Marketing and Services Management
A wide-ranging analysis of the issues involved in managing the strategic marketing management functions within a variety of organisation types but particularly in a service context. Emphasis is placed on a relationship approach to the management of customers for the development of marketing theory and practice.
Indicative Syllabus Outline
- Strategic Marketing Theory in relation to both Physical Goods and Services.
- The Marketing Environment and Market Demand and Forecasting
- Branding as a strategic tool
- Relationship Marketing/ Management
- Measurement, improvement and management of Service Quality
- Relationship Marketing as a general philosophy, service relationships and brands
- Future Directions for Marketing:
- Experiential theory and Services Dominant logic
- The role of new communications media
- Sustainability and the impact of CSR on Marketing
Contemporary Issues in Consumers Research
Enhance your awareness of the importance of understanding consumers in the development of marketing strategy and in the wider context of sustainable business. You will gain an in-depth understanding of contemporary issues in both consumer behaviour and marketing intelligence.
Indicative Syllabus Outline
- Consumers and the Marketing Concept
- Consumer Perceptions, Marketing Communications and Corporate/Brand Image
- Customer Motivation, Affect and Personality
- Concept and Product Testing
- Understanding Customer Retention and Loyalty
- Advertising Research Practices – Pretesting and Tracking
- Culture and Consumer Behaviour
- Researching Consumer to Consumer Interactions
- Consumer Well-being
- Sustainable Marketing and Consumption
- The Family and its social standing
- The Global Consumer
Search and Social Media Marketing
Evaluate how organisations communicate with various target audiences in the context of dynamic changes within society – both technological and social. You will develop your understanding of the latest theories, trends and techniques in the use of Search Engine Optimisation (SEO) and Social Media Marketing.
Indicative Syllabus Outline
- Integrated Marketing Communications Strategy
- Integrated marketing communications and its role within corporate communications
- Planning and implementing a communications plan
- The Internet, technology and their impact on marketing communications
- Digital marketing strategy formulation:
- Search & social media marketing context
- Keyword research and social media influencers identification
- Understanding the search engine marketing management context
- Digital marketing strategy implementation
- Campaign implementation and management
- Digital campaign project management – including scheduling and risk management
- Fundamental on-site optimisation
- Implementing the plan by writing content
- Fundamental off-site optimisation
- Social media principles
- Increasing the link popularity
- Advanced SEO techniques
- Pay-per-click
- E-mail marketing
- Legal issues
- How not to manage search social media marketing campaigns
- Tracking and measurement - learning from your website/social media presence visitor behaviour
Marketing International Business: Branding, Communication and Relationships
Develop your understanding of the various communications methods used to establish and maintain cross-cultural relationships with a variety of stakeholders. You will gain an overview of culture as a basis on which to develop the themes of international branding, marketing communications and business relationship development.
- The Globalisation of Markets and Global Market Segmentation
- The Process of Internationalisation.
- Market Entry Strategies
- International Consumer Behaviour
- The International Marketing Mix
- International Branding
- Global E-Commerce (including social network media).
- International Communications
- Culture and International Business
- Cross-cultural Communications (verbal and NVC)
- Cross-cultural Business Relationships: Stages and Variables
Business Innovation Project
Dissertation: a conventional dissertation of 12,000 to 15,000 words, consisting of research question, aims and objectives, rationale for undertaking the study, literature review, research methodology, analysis of findings, conclusions and recommendations.