Gain real world, practical experience
The programme culminates in a Work-Based Project or Case Study and Applied Strategic Marketing Report. These projects are your opportunity to synthesise all of your learnings in an applied complex, applying your problem-solving skills in complex and challenging marketing situations.
You can elect to do the Work-Based Project on your current organisation or as a consultant for a company. Whatever your choice, these projects will showcase your leadership, managerial and strategic marketing skills in a highly applied context.
Alternatively, if you wish to study a doctoral programme after this programme, you can opt to undertake the Individual Research Project instead of the Work-Based Project or Case Study and Applied Strategic Marketing Report.
The Work-Based Project will help widen your strategic portfolio and demonstrate your marketing expertise by applying problem-solving techniques to a complex marketing challenge. You will develop your skills by addressing a real marketing project from inception to completion. This is the perfect opportunity to draw upon the knowledge and skills you have learned in other modules on the programme. You can elect to do the project for your current organisation, or as a consultant for a company. You will create an evidence-based and action-focused set of recommendations which the client organisation can implement in its future strategies.
Applied Strategic Marketing Report
The Applied Strategic Marketing Report is a 5,000-word unsupervised report on a relevant strategic marketing topic. You will be able to choose from a number of report titles which reflect marketing issues and trends discussed throughout the programme.
Individual Research Report
Students wishing to study a doctoral programme after this programme may take a doubly weighted individual Research Report, with approval from the Academic Directors. This constitutes a small piece of research, with an analytical focus, that presents a major opportunity for you to revise and integrate what you have learned on the MSc programme so far. It will also allow you to demonstrate that you can apply your theoretical knowledge to a real-world context.
This exciting, hands-on elective can be taken as an alternative to the Work Based Project and allows you to identify a company facing a current, marketing challenge and provide a background to that company. You will present and discuss the marketing issue at hand, and outline alternative courses of actions drawing on primary and secondary data and relevant marketing concepts and tools covered in the entire programme.
You will develop skills pertaining to dealing with an actual business scenario, presenting a set of well-substantiated solutions, researching primary and secondary data to support the business case presented, and creating an evidence-based and action-focused set of recommendations which the client organisation could implement in its future strategies. The module functions as a capstone module, requiring the integration and application of a wide range of marketing theories and frameworks covered in the other modules.