At its basic level, marketing is about determining the value of your product or service and communicating that information to customers. You will leave with all the materials you need to take a content marketing strategy back to your team – and – to implement a content marketing plan that will grow your business and inspire your audience. The course further integrates the application of computer software in compiling and interpreting statistical data in relation to marketing decisions, such as those related to market segmentation and distribution.
You’ll market a B2C or B2B product, summarize the business model of the company, articulate the marketing objective, and develop a target persona for the product you choose to market. Discuss literature about brand strategy and management, brand-related consumer behaviour and focus on topics such as internal branding and brand positioning, equity, extension, communication and communities.
Notably, current members of staff regularly consult industry across a number of high-profile issues such as the recent horse meat scandal, the role of marketing towards children and the issues facing the high street retailers across the UK. Over the Summer you will then complete the MSc by showcasing your learning through either an individual dissertation or group research project in the area of Marketing.
Industrial or B2B marketing must account for the long term contractual agreements that are typical in supply chain transactions. Learn how to effectively present digital marketing data from Google Analytics to your stakeholders. Learn how to set up your business to leverage the marketing capabilities of LinkedIn.
Effective marketing requires knowledge of product and brand management, consumer behaviour and research, product and service development, and marketing strategy making. Address marketing problems and opportunities using a variety of strategies and tactics. Using these techniques, students will be guided into formulating and solving models of business problems, using marketing data sets where possible.