This programme focuses on the global issues facing firms, markets and consumers, and provides the ideal springboard to a range of marketing-related careers. Students gain in-depth understanding of markets and how they work, and will be introduced to many theories, tools and techniques that firms can use to connect with and shape those markets. Students also learn what firms can do to uncover new and emerging consumer practices that may offer potential for creating new markets. The emphasis throughout is on the relationship between theory and practice, and students will constantly be challenged to reflect on how the ideas they encounter translate to real-world settings. Through international cases, simulations and projects, students will be exposed to many different marketing contexts: culminating in the marketing 'deep dive' in the final term. Here students work in collaboration with key industry players to come up with solutions to a current and pressing problem, and present their findings to an expert panel of marketing practitioners and academics.
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