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Some pictures from in and around Moor Hall
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Master
of Science (Marketing)
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The MSc in Marketing from the University of Glamorgan
provides marketing practitioners with the knowledge, skills and
competencies to perform more effectively at all levels within an
organisation. The MSc is a rigorous ten-module course which will normally
take part-time students 3 years to complete: however, it is now available,
via Management Development Centre Limited, to experienced managers who are
holders of the CIM Postgraduate Diploma in Marketing, as a part-time, one
year course. In offering this, the University recognises the levels of
knowledge attained in the DipM and the value of practical experience in
marketing management. Candidates can gain a major marketing qualification
whilst still in their jobs, as teaching takes place over two residential
weekends supplemented by tutor supported learning over the WWW.
Candidates will attend two taught residential
weekends, normally held at Moor Hall
Conference Centre in Maidenhead or Warbrook House near Basingstoke. Unlike
the CIM Diploma, there are no examinations: each weekend module is
assessed by means of assignments in the region of 5,000 words: following
these, students are required to develop a formal Research Proposal,
tutor-supported and with much of the content delivered over the WWW. The
final stage of the MSc programme involves a detailed research project:
taking between 6 months and a year to complete, this is then written up as
a 20,000 word dissertation. |
Module
1 -
Contemporary approaches to marketing research
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The module aims to provide a critical
appreciation of the nature and role of marketing research in the business
environment. This will involve understanding the nature of conventional
marketing research techniques as well as how these have been developed and
adapted in the information age. The module therefore provides students with
a framework for both understanding the value and limitations of published
research, as well as a framework for designing ones own empirical research
projects
Synopsis of Module Content
Marketing research ethics
Marketing research interfaces: quality management,
new product development, relationship marketing and public relations
Critical approaches to evaluating marketing data
Market, social and audience research
The role of the researcher in strategy formulation
Market research and contemporary audiences:
suspicion, fragmentation hostility and fear
Contemporary business models: role of market
research in the planning process
Relationship between continuous intelligence
gathering and ad-hoc research
Changing nature of research questions and objectives
Technology in research: remote and virtual marketing
research
Electronic data management: making sense of internal
and external information
This module will facilitate the development of Personal
Development Planning (PDP) through the delivery of the key skills identified
in the module descriptor. |
Module
2 -
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The module
aims to provide students with a critical appreciation of the nature, role,
scope and potential of emerging new media in the marketing domain.
A key
feature of the 21st century marketing communications environment is the
erosion of mass audiences in favour of multiple person-to-person networks.
These both stimulate and are facilitated by new consumer-centred ICTs
including future generation mobile telephony, broadband networks, social
software and other technologies in a highly dynamic marketing environment.
Legal and
ethical dimensions
Digital
culture and changing media use
Cognition,
learning and interpersonal marketing communication
Social
networks and globalized communities
Technology
convergence and channel management
Consumption and participation: user-driven content
Social
software and the creation of virtual knowledge
Narrative
and vicarious learning
Marketing
and social relationships
Virtuality
and interactivity
McLuhan,
message and media |
The
Dissertation
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The final stage of the MSc is the dissertation,
usually based around a problem or issue within the students own
organisation, which is to be submitted within twelve months of the date of
the second module. During this phase, students will work with a supervisor
towards the final product; this will consist of a dissertation in the
region of 20,000 words, which should demonstrate originality,
understanding and the use of appropriate methodology. Although many
dissertations involve exploratory research in fairly abstract areas, more
applied research sets out clear recommendations for action, adoption or
otherwise. |
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