Strategic Marketing MSc

University of Surrey

The main aim of this module is to get students ?ready? for writing their dissertations. Whereas all stages of a research process are covered in this module, the clear focus is on conducting empirical studies. More specifically, this module offers the relevant framework for making the right decisions involved in marketing research. The module is organized around the stages of a marketing research project (e.g. problem definition, design, data collection, data analysis, and documentation). The course will be of particular value for students planning careers in marketing research and marketing consulting.

Consumer Behaviour is evident in everyday life, therefore knowledge and understanding of this subject can be beneficial to personal decision-making as well as to marketing and strategy formulation, both in offline and online environments. This module is taught in 3-hour workshops, which give students the opportunity to explore theories and leading-edge research findings and apply knowledge by conducting small group discussion and/or activities. This module requires students? active participation. The 3-hour workshop format follows a repetitive structure that aids the assessment strategy.

This module aims to introduce students to the core principles of digital marketing and social media. Information and communication technology is changing the way companies interact with consumers. Technological evolution continues apace and marketers are seeking to exploit it in new, creative ways. This module provides a comprehensive framework for understanding the contextual, strategic and operational issues involved in the application of digital transformation to marketing.

The dissertation is compulsory to all MSc programmes related to Marketing (i.e. MSc Strategic Marketing, MSc International Marketing and MSc Digital Marketing and Channel Management). This module provides an opportunity for a sustained period of independent study and research. It allows students to concentrate on marketing and retail topics that are of particular interest to them and it draws upon a range of different aspects of the taught programme particularly the Applied Marketing Research (MANM019) module. It also gives an opportunity for students to work independently with individual supervision.

This module forms an integral part of the MSc Marketing Management programme and any students who have chosen from other programs who seek a career in marketing. The assessment strategy of this module reflects a practical approach that encourages students to actively contribute to the lectures and seminars. This module aims to provide a theoretical and practical understanding of marketing communications in general and to introduce theoretical concepts and well-known strategies, especially in relation to planning, execution, and evaluation. Aspects such as the role of marketing communication tools in influencing brand choices, the effective use of such tools to deliver a promotional message, maximise the target audience reached and increase consumption will be focus of this module.

The module has two distinct elements: services marketing and relationship marketing. First, it commences with introducing the principles of services marketing. The services sector, such as telecommunications, financial services, hospitality, transportation services, healthcare, and professional services, accounts for over three-quarters of GDP and employment in most developed countries. In light of the growing importance of services in local and global economies, it becomes crucial to study and understand the functionality of service offerings. This module will explore the distinctive characteristics of services and explain how these characteristics affect the marketing approaches used by firms ? including challenges involved in controlling service quality and managing customer experience. Second, the module covers the principles of relationship marketing combined with the meaning and application of services and relationship marketing across different service contexts. Additionally, the module focuses on real-world business scenarios providing students with an opportunity to examine management decision-making and enhances a wide range of study skills, such as independent research, analytical skills, as well as critical thinking.

This module considers, discusses and evaluates the market orientation concepts and processes necessary for gaining sustainable competitive advantage in the marketplace. Emphasis is placed upon identifying key strategic issues, competitive positioning and strategy formulation. Marketing strategies are examined from a strategic perspective with a particular focus on Environmental analysis, STP and strategic marketing planning.