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Online pre-study modules

Online pre-study modules

Before the programme begins you will be expected to complete some online pre-study modules which are delivered through The Hub, Imperial College Business School’s virtual learning environment.

These modules will be available to students who have accepted an offer of admission from July onwards, and are designed to give you a basic knowledge of areas which will be covered by the programme throughout the academic year.

Accounting Primer

This module is designed to serve as preparation for the accounting topics you will typically encounter on your degree programme. Accounting is divided into two areas, financial accounting which involves preparing financial information for users external to the organisation and management accounting which involves preparing financial information for the users within the organisation. This module will look at both areas.

Data Analysis Primer

This module is designed to serve as preparation for the data analysis topics you will typically encounter on your degree programme.

Foundations for Career Success

Complete the first stage of your career journey whilst at the Business School: the careers pre-course work. This online module will take you through the process of identifying what career might be right for you and ensure you are best placed to start working with the careers team as soon as you start the programme.

Note: you will not be able to access Imperial College Business School Careers until you have completed this course.

Marketing Fundamentals

As a foundation for the MSc Strategic Marketing this module will review and appraise contemporary marketing / strategy digital literature and methods, in order to ensure that the cohort has a common understanding of marketing and digital fundamentals. You should complete this module before joining the programme in October.

Maths Primer

In this mathematics module, you will learn the fundamental business maths skills needed to succeed in your studies. These maths skills will also give you an edge in the workplace enabling you to apply greater analytical skill to your decision making.

Plagiarism Awareness

In this short module, we will explain the key academic issues relating to deliberate and accidental plagiarism including what it is, the different types of plagiarism and the notion of academic integrity, as well as providing advice on how to avoid plagiarism in your work. You are required to complete and pass the online plagiarism awareness test during the autumn term.

Study Skills

These optional interactive courses provide practical advice on working in groups, delivering presentations, and time management. They contain videos of recent students describing their experiences of studying at the Business School, some of the challenges they faced, and suggestions on how to overcome these.

An English Language Development section is also available for non-native speakers of English who wish to practice their skills and develop subject-specific vocabulary. You can upload your writing for detailed feedback from a language tutor.

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Core Modules

Core Modules

The core modules build on previous experience while introducing new and challenging disciplines. Modules in the autumn term will give you a broad commercial understanding as a foundation for the focused study of marketing. Modules taken in the spring term will equip you with practical tools for the application of marketing strategies.

Brand Strategy

How do brands create value for customers and for the organisations that manage them? This module covers building, measuring and managing elements of the marketing mix to build brand equity.

Find out more about the Brand Strategy speaker series

Consumer Behaviour

When, why and how do people buy (or not buy) a product? Using elements from psychology, sociology, social anthropology and economics, you will gain an understanding of buyer decision-making processes and the factors that influence them.

Digital Marketing

The internet and the widespread use of mobile devices have provided new means to interact with customers, as well as a new set of marketing challenges. This module will enable you to explore the opportunities and challenges they present and examine the different ways these new technologies can be used to build strategies to create customer value.

Entrepreneurial Strategy

This module offers you the opportunity to apply, integrate, and extend your entire knowledge and skills gained from all previous modules by developing a detailed go-to-market strategy for a new offering (product and/or service) of your choice.

Finance and Pricing Strategy

This module deals with two key financial aspects: first, how to price products and services strategically, and second, understanding critical topics in financial management from a marketing point of view. The module will equip you with the pricing and financial skills required to become effective marketers and future business leaders, improve cross-functional role and communication skills, and maximise strategic influence within the firm.

Marketing Analytics

Examining approaches to the analysis and improvement of the efficiency and effectiveness of marketing, this module focuses on the alignment of marketing activities and strategies with business goals, involving the development of metrics to monitor marketing performance.

Marketing Decision Making

This module is meant as a “capstone”. It will focus on the key strategic marketing issues facing organisations. Through this module, you will refresh and deepen your awareness of key marketing tenets, acquire an advanced knowledge of strategic marketing, develop analytical skills, be able to think critically about strategic marketing, and be able to make strategic decisions to deal with specific business situations.

Relationship Marketing

Relationship marketing recognises the long-term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages. This module explores the principles of relationship marketing and highlights cases of best practice.

Research and Evaluation in Strategic Marketing

This module will help you understand the underpinnings of strategic research and evaluation in marketing. Research and Evaluation is a key part of formulating a robust and engaging products and services strategy to reach your audience. This module will introduce you to key concepts and theories on utilising and implementing innovative technologies, tools and methods to drive an organisation through product and service leadership.

 

Strategic Market Management

This module will give you an overview of what aspiring managers and Master’s level students need to know in order to effectively craft and execute compelling market strategies. The module will focus on how companies engage in strategic planning, seek new markets, embrace disruptive business models and find ways to create competitive advantage.

Strategic Product Management

This module introduces students to the critical role of marketing for successful strategic product management. It aims to develop a deep understanding of how marketing principles guide the management of product portfolios, the creation of new products and services, their launch into the market, and the management of the product life-cycle.

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Elective Series

Elective Series

Contemporary Marketing Practice

This module consists of elective lectures and workshops on leading edge marketing practice delivered by internal and external expert speakers. Students can choose to attend electives such as Luxury Marketing, Entrepreneurial Marketing, Green Marketing and B2B Marketing. The module is not assessed but students are required to attend a minimum number of electives, as topics discussed in sessions will form the basis of the Applied Strategic Marketing Report.

Imperial College Business School reserves the right to alter modules whenever they need to be amended or improved. Faculty may also change as and when required.

I really enjoyed the Marketing Analytics module. The module allowed me to develop basic coding skills by using R software, and apply this to then be able to make forecasts and determine the correlation between marketing campaigns and impact on sales. In today’s digital age with marketing becoming more and more data-driven, I definitely feel better prepared for the future thanks to this programme.
Adriano Amaduzzi
MSc Strategic Marketing 2018