Strategic Marketing

• AI Strategies in Marketing Innovation and Consumer Behaviour
• AI Strategies in Marketing Innovation and Consumer Behaviour (online)
• Causal Inference for Marketing
• Consumer Psychology and Decision Making
• Customer Analytics and Engagement
• Effective Crisis Management
• Entrepreneurial Strategy
• Global Strategy
• How Brands Grow, and Why They Decline
• Integrated Marketing Communications
• Leadership
• Machine Learning Applications in Marketing
• Responsible Digital Innovation: Ethics at Work
• Strategic Marketing Innovation
• Sustainable Marketing and Consumption

• Advanced Pricing and Profit Optimization
• Causal Inference for Marketing 
• Customer Analytics and Engagement (online)
• Digital Marketing Analytics
• Marketing Mix Models 
• Marketing Strategy in the Digital Economy
• Machine Learning Applications in Marketing

This module 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.

Develop your managerial potential by applying problem-solving techniques to complex and challenging marketing problems. The emphasis of this module is on developing skills in addressing a real marketing case study, drawing on the knowledge and skills achieved in the entire programme.  

You will analyse a company or brand of their choice using the tools, concepts and theories covered in the MSc modules. This requires identifying a range of marketing issues and analysing them using relevant data and theory. 

Act in a consulting capacity, applying your knowledge developed throughout the programme to the solution of a real business issue. You will work with a corporate sponsor who will present a challenge facing their business and they will provide feedback on your proposed solutions.

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. 

Students wishing to study a doctoral programme after this programme may undertake a research project, with approval from the Academic Director. 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.

Develop your managerial potential by applying problem solving techniques to a challenging business situation in which you are fully immersed. The focus is on developing your skills in managing real business and executing marketing tasks in one specific business context, drawing on the knowledge and skills achieved in other modules of the MSc Strategic Marketing programme. The module will give you the opportunity to experience and operate in a real-world corporate situation.

If you opt to take the Work Placement module you will need to find your own placement. The work placement should be for one month or longer and can be held at a UK-based or international company or organisation.

If you wish to take a longer (four-six month) internship as part of your programme, you can take an extended work placement with the approval of the Academic Director.

This is particularly relevant for (but not exclusive to) internships in France, Germany, and other European countries that require students to have student status for the duration of their internships. Please note that additional tuition fees apply.