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 that will be covered by the programme throughout the academic year.
The core modules build rapidly on your previous experience, while introducing new and challenging disciplines. You will explore essential marketing topics and acquire the skills to be an effective strategic marketer in all areas of the profession.
Your core modules begin when you commence the programme in September. Modules taught across the first year will give you a broad commercial understanding as a foundation for the focused study of marketing. Modules taken in the first term of the second year will equip you with practical tools for the application of marketing strategies.
Your journey throughout the core modules will encourage you to consider how the skills you’re gaining in the classroom can be implemented in real-time to your role and organisation.
The growth in collaborative business models, digital innovation and structural shifts in developing markets have accelerated in recent years. To succeed in today’s fast-changing global marketplace, marketing leaders need to deliver winning strategies that engage consumers, accelerate new market success, outperform competitors and embrace disruptive economic models.
This module will teach you the skills to understand shareholder interests and the levers available to drive growth and profit. You will be able to deliver outcomes using practical, applied techniques used by strategy and marketing consultants and industry professionals alike. By drawing on contemporary examples, you will gain the tools to solve a growth challenge. Bring on disruption – you will be ready for it.
When, why and how do people buy (or not buy) a product? When you stop to think about it, product decisions are made every day, some with or without much thought. Successful marketing leaders develop a core understanding of how their current and prospective customers are driven by psychological factors and react to marketing activities.
In this module, you will develop an in-depth understanding of consumer behaviour through the cutting-edge ideas that are gaining prominence in academia. You will apply these key concepts to develop and evaluate marketing strategies– to ultimately – predict and change consumer behaviour. Learn via case discussions, guest lectures, experimental demonstrations and projects.
Digital media and the Internet have had a huge impact on marketing practice in recent years, dramatically changing how marketers communicate and interact with consumers, as well as what consumers expect from their relationship with a company. As digital technologies continue to develop in terms of speed, availability and functionality, marketing strategies need to be integrated with digital and interactive tools and practices.
In this module, you will learn how to utilise the latest tools and technologies to identify new opportunities for strategic marketing and analyse online customer behaviour. Search optimisation, paid search, mobile marketing, social media, online advertising, email marketing and e-CRM– you will develop a firm grasp on all of these digital tools. Applying these skills to real examples, you will be able to integrate digital marketing into a communication and marketing plan and unlock a greater level of customer value.
For marketing practitioners to climb up the organisational hierarchy, they need to understand and influence key financial organisational decisions. 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.
In the finance component of the module, you will look at the reasons why marketers need to understand key financial measures. The pricing part of the module will provide you with an overview of the factors that need to be considered when setting prices, and how to develop pricing alternatives. Effective financial management and integrating pricing decisions back into the marketing mix can support the strategic objectives of the organisation as a whole. You will be able to improve cross-function communication, maximise strategic influence within the firm, and become a more effective marketer and leader.
Today’s marketing is not just an art; it requires the use of data and quantitative approaches to support marketing strategies in rapidly changing offline and online environments. This module will equip you with the skills to evaluate marketing strategies by measuring effectiveness and profit generation. You will develop a complex understanding of how to derive insights from data using models and tools, including digital analytics tools for web and social media, and advertising and campaign metrics.
Taking a very hands-on approach with real datasets and cases, you will learn how best to apply these analytical techniques to effectively understand customer needs. The goal is not to be a statistician, but to equip you with analytical thinking and a set of applied quantitative marketing skills so that you are best prepared to succeed in the workplace.
Market research is vital to making informed decisions and formulating effective marketing plans. This module examines problem formulation, research design, data collection, data analysis, and interpretation of market research results. You will gain the practical skills to design, analyse, interpret and critically evaluate market research studies. This is an important skill for an integrated marketing strategy – market research complements marketing analytics and big data analytics to help solve business problems.
The profitability of a business increasingly depends on two factors: its ability to build and sustain strong relationships with customers and other key stakeholders, and the quality of the services it provides customers. Relationship management is critically important in any industry and is an essential skill for you to master as a marketing professional.
This module equips you with the skills to manage relationships for superior financial performance – focusing on relationships with external customers – consumers, buyers, agents – and internal customers – employees, colleagues, different functional areas and departments. You will gain powerful insights, best practices, and the latest ideas on how to manage relationships for profit, how to sustain trust and loyalty over time, and how to deliver outstanding customer service quality. Using CRM technology, you will discover best practices and innovations in loyalty and service management.
Firms are increasingly becoming aware that one of their most valuable assets is the brand associated with their products and services. Companies must create strong brands that deliver customer value and maintain and enhance the strengths of those brands over time. So, what is the magic formula behind a successful brand?
In this module you will identify the anatomy of strong brands. Using case studies, you will be able to build, measure and manage brands over time, and discover how to leverage elements of marketing communications to build and strengthen brand equity. This is not just relevant to you as a future marketing leader, but something that sits on the boundary between the firm and the external environment. Brand management is a management imperative – and you can lead the way.
To excel as a senior level marketer, you must possess a clear understanding of the concepts needed to craft and execute strategy, along with sound knowledge of how to apply financial and operational principles. This module will introduce you to frameworks and real-world examples in marketing strategy, including future thinking, sustainable design, creation of new markets and the diffusion of innovation as key topics.
Equipped with the skills to formulate and execute market-relevant and financially sound strategies for an organisation, you will be able to take an overall view of its future direction and the potential hurdles it faces. Case studies will help to sharpen your skills in identifying strategic challenges for a range of different companies, and to evaluate the options open to senior marketing managers in these contexts.
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.