Global Marketing - MSc

Oxford Brookes University

Digital technologies have transformed marketing, they offer new sources of customer insight, they have dramatically changed customer behaviour, enabled new business models and impacted how organisations interact with their customers and key stakeholders. This module aims to take a strategic perspective of the digital and social media environment. It focuses on the interaction between consumers, businesses and other organisations and how thinking digitally can assist in effective marketing. Web based media, mobile platforms, social media and digital tools are reviewed, practised and critically evaluated to identify successful performance and to create contemporary digital marketing strategies.

This module provides you with the opportunity of applying the conceptual knowledge and skills gained in their previous modules, while embedded in an organisational environment. Specifically, you are tasked with conducting an investigative project related to a specific marketing issue. You will hone your analytical and critical thinking skills, while also developing practical skills needed for the job of the marketer, such as exploring how needs are identified, how resources are allocated and used for the purpose of achieving marketing objectives, and how the success of marketing initiatives is defined and measured. You will conduct your research while embedded in a professional environment, and, thus, will be able to observe, interact with, and solve problems alongside marketing professionals.

This is your opportunity to undertake a substantial independent marketing research project by applying and extending your study, knowledge and practical skills that you've gained in other modules. You will be able to demonstrate a wide range of skills such as research, critical thinking, project planning, problem-solving and writing/presentation skills. You will choose from four different research project options, so you have the opportunity to explore in detail a particular area that interests you . Your options are; Dissertation Client Project Group Consultancy (places limited) and Synoptic Enquiry.

This professional and academic skills development module helps you to become a lifelong learner and enhances your employability. Starting with a focus on how to achieve your best academically, you will then develop your skills for employment and career planning. You will work through a self-development plan, taking the lead in your own learning and development. You will be coached in identifying, engaging in and reflecting on how you can gain from developmental activities within the University and externally.

This module delivers the skills that enable you to conduct marketing research independently. Students on the MSc programmes are expected to undertake effective research drawing upon a range of secondary and primary data sources in the preparation of coursework. It is important that you are exposed to a range of methodological issues, data collection techniques and study skills. In addition, this module is geared towards the preparation for, and successful completion of, high quality, rigorous and systematic research for business and management.

This module introduces the key principles of responsible marketing by studying the theories that underpin ‘Better Marketing for a Better World’ which works towards achieving the UN Sustainability Goals. The module will explore the marketing environment including the changing needs of customers, and how brands make choices about the marketing mix to meet those needs in a long-term sustainable way. This includes the ways in which marketers plan, manage and implement marketing programmes in the context of the international interconnected global environment of the twenty first century.

You will critically appraise the behaviours of customers and their interactions with marketing. Informed by behavioural science, you will analyse why customers behave as they do and how marketing activity influences their behaviours. This analysis informs your critical understanding and implementation of both strategic and responsible marketing practice. An innovative dimension of this course is the investigation of change agents that will significantly influence the behaviours of customers in the future, for example neuroscience, climate change and technology innovation. This is an analytical module that utilises research evidence to inform evaluation, behavioural and communications research.

You will build on the Responsible Marketing module, and explore the global marketing environment. There is a particular emphasis on internationalisation and the creation and development of global markets. You will understand the principles, influences, and institutions affecting the development of international trade and global marketing strategies. You will analyse opportunities and constraints in the context of global marketing strategy, and the associated organisational and control issues associated with the development of global markets. This includes an appreciation of the importance of ethical and social issues.