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MA Global Management (Marketing)

The MA Global Management Masters degree prepares you for a career in global marketing and business.

The practitioner focus of the programme develops your personal and professional competencies as well as your general management capability in a global context. The programme will equip you with a wide range of key skills, accelerating your personal and professional development.

The MA Global Management (Marketing) comprises of 3 semesters.

• Semester One - Four core modules introduce you to general managerial areas and the main international marketing contexts in which they operate.
• Semester Two - you will study specialist modules and one option.
• Semester Three - the final part of the programme involves you in an individual research project based on an international marketing topic.

 

The Programme Chart

The Programme Chart

Semester 1	Globalisation Marketing in a Global Economy Finance for Managers Managing HR in a Global Business Environment Managing Processes
Semester 2	Global Strategy Strategic Marketing & Planning in a Global Context Global Marketing Communications Research Skills + One option: Family Business in a Global Economy Creativity E-Business Management Global Social Responsibility & Corporate Governance Entrepreneurship (for qualifying students) Consultancy (for qualifying students)
Semester 3	Research Project / Dissertation

Module Outlines and Objectives

Semester 1

Globalisation
The introductory Globalisation module sets the context for the programme and provides integrative links to other modules. It provides an understanding of the concepts associated with the changing global business environment and aims to develop a critical perspective of globalisation and its impact on markets, organisations and people.

Marketing in a Global Economy
This module provides a thorough grounding in marketing theory and concepts. It develops your knowledge of marketing tools and applies these skills in business analysis to international
marketing problems. Case studies, workshops, films and guest lectures from business managers generate an exciting learning environment.

Finance for Managers
As accounting and finance provide the main tools to measure the success or failure of any commercial enterprise, it is clearly an advantage for all business graduates to understand the cost and revenue flows, which underpin business activity. This module assumes no prior
knowledge of finance and covers Financial Accounting, the Financial Environment and Management Accounting. You will develop skills in financial planning and control, in analysing and interpreting company accounts and utilise this knowledge to make business decisions.

Managing HR in a Global Business Environment
Many managers would argue that people, and how they are managed at work are the only real basis for competitive advantage. The increasingly global and competitive business environment means that managers need to be familiar with the structure and operations of organisations and
have a sound understanding of the ways in which people respond to working in groups. This module develops your underpinning knowledge and skills for independent thinking about the management of people and issues of organisational behaviour.

Managing Processes
This module explores Operations Management - the management of activities by firms that produce goods or deliver services. In addition to learning about the concepts of operations, you will gain knowledge of logistics and supply chain management, outsourcing IT in operations, capacity planning & control and operations strategy in a global context.

Semester 2

Global Strategy
Strategic analysis and strategy formulation & implementation are key managerial activities. This module identifies the underlying principles of strategy development from a global corporate perspective. It develops an understanding of the application of these techniques in a managerial
context, including the nature of global industries and dynamics of global competition. Significantly, this Module connects with other key disciplines of the Masters programme such as the alignment of HRM, Marketing, Operations, Organisational Structure and appropriate decision-making techniques for effective global corporate strategy. This is designed to promote an holistic learning approach within the programme as a whole.

Strategic Marketing & Planning in a Global Context
Using the grounding provided by Marketing in a Global Economy (semester 1) and complementing Global Strategy (semester 2), this module builds your knowledge and skills in marketing strategy, planning and marketing innovation. You will develop both practical and conceptual knowledge of how organisations innovate from a marketing perspective to maintain their market position for sustained competitive advantage. This module addresses the research
and evaluation of markets and their opportunities, issues of positioning and competitive advantage, and a range of implementation challenges associated with developing a marketing strategy and the marketing mix.

Global Marketing Communications
The identification of global market segments and target customers, the development of brand and marketing communications programmes to meet these business opportunities and the
management and control of resources to deliver programmes is a critical part of the international business process. This module explores the key issues, processes and techniques of marketing communications management in the international context. By the end of the module you will know how to prepare an international marketing communications plan, develop a
branding strategy, prepare an advertising and promotions brief and be aware of the key issues in managing and controlling the process. You will also understand the role of market research in developing customer and market insights.

Research Skills
Postgraduate students are required to develop a sound understanding of how to carry out research and to demonstrate this in their semester 3 dissertation project (from May onwards). Practical research workshops, tutorials and seminars will develop your research skills and assist in planning the Dissertation Project. This module aims to develop critical thinking & logical planning as well as proficient writing, problem-solving and data analysis skills - highly valued by the business world.

Options

One from the following:

• e-Business Management
• Family Business Dynamics
• Advanced International Accounting & Finance
• Customer Relationship Marketing
• International Business Law
• Entrepreneurship (available to qualifying students)
• Consultancy  (available to qualifying students)

Semester 3

Research Project / Dissertation
This module allows students to demonstrate their knowledge in a given area and produce a thorough piece of business research. It builds on learning in the Research Skills module by drawing upon the skills and knowledge necessary to research and analyse a specific business problem. A supervisor and peer support groups assist the learning experience for this module.
The 10,000 word Research Project/Dissertation represents the Masters degree qualifying element and provides a major opportunity to extend individual expertise by focusing on a specific business interest. The experience and outputs from this module can form a basis for your
future.