Leicester Business School

MSc Strategic Marketing

STUDENT HANDBOOK 2011/2012

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INTRODUCTION AND WELCOME TO DE MONTFORT UNIVERSITY

Professor DAVID WILSON DEAN OF FACULTY OF BUSINESS & LAW I should like to take this opportunity to welcome you to De Montfort University and, more specifically, to the Faculty of Business and Law. The Faculty comprises Leicester Business School and Leicester De Montfort Law School and offers a wide range of postgraduate courses, a number of which incorporate professional qualifications. The Faculty is proud of its excellence in teaching and research. Our postgraduate courses are noted for combining academic rigour with practical application. We ensure that courses are relevant to the professional world and our graduates are highly valued by employers in both the private and public sectors. Courses at postgraduate level are both exciting and challenging. They require great diligence from you if you are to achieve a high level of success. The priority of our academic and administrative staff is to help you to produce your best work; to gain as much as possible from your course and to obtain the qualifications you are seeking. Both Leicester De Montfort Law School and Leicester Business School staff will do all they can to make your stay here in Leicester both enjoyable and rewarding. They are easily approachable and will be happy to help at any time. Enjoy your stay here: Leicester is a vibrant, exciting and welcoming city. I hope you will find your time here at DMU not only worthwhile but also an enjoyable learning experience. All good wishes

Professor David Wilson Dean of Faculty of Business and Law/Deputy Vice-Chancellor

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INTRODUCTION TO THE PROGRAMME The MSc in Strategic Marketing programme is designed for those who wish to study Marketing with a focus on the strategic, competitive perspective. Focus within the core modules will be on strategic and analytical approaches to marketing. Students are expected to have a clear commitment to marketing as a discipline and to deepening a strategic perspective in the discipline. The programme offers an opportunity for students to develop strong analytical approaches to marketing. Through exposure to Competitive Intelligence, the development of product strategies and the use of research methods, students will improve their understanding of marketing in a competitive environment and will broaden their expertise in marketing decision-making. This would enable them to pursue a managerial position in marketing or to develop a career in marketing education (e.g. academic, training and development). Programme Structure The table below shows a breakdown of the credits and modules available on the programme.

Module Title Credit Value Semester

Core Modules (7) Students do all modules Management Study Support Critical Perspectives in Management Managing Advertising & Communications Marketing Research in Practice Strategic & Competitive Analysis Competitive Intelligence & Insight Management Research Methods for Marketers

0 15 15 15 15 15 15 90 credits

1 1 1 1 1 2 2

Elective Modules (2) Students choose two from: Applied International Marketing Consumer Culture & Behaviour Creative Brand Strategy Customer Relationship Management Direct & Digital Marketing Managing Complexity, Uncertainty & Conflict Service Relationships & Social Marketing Strategic E-Marketing

15 15 15 15 15 15 15 15 30 credits

2 2 2 2 2 2 2 2

Dissertation 60 credits February - September

Total 180 credits

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Outcomes The programme aims to enable students to broaden and deepen their knowledge of Marketing, and to develop skills appropriate to a future role in senior management. Our key objectives are:

To equip each student with sufficient knowledge to develop and strengthen their career in Marketing.

To develop students’ expertise in critical analysis, in strategic marketing development and in competitive analysis.

To prepare students for their future careers with advanced communication skills, both written and spoken, within the marketing discipline.

To offer each student an opportunity for both personal and professional development which will be useful not just for any marketing position but also in a wider lifelong learning framework.

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FACULTY SERVICES AND SUPPORT Student Advice Centre (SAC) Where are we and what do we do? The Student Advice Centre is located on the ground floor of the Hugh Aston building (0.37) next to the Café. The primary function of the Centre is to provide advice on a wide range of student issues as well as take in coursework. We hold leaflets detailing University procedures and protocols in respect of all areas as well as copies of the University Regulations and all of the standard forms. We are able to give you contact numbers, email addresses and surgery hours of all academic members of staff. In short we should be your first port of call if you require any help or advice; if we are not able to help you we will know who can! Although we do not offer counselling we do have a separate room available should your problem be of a private or confidential nature. The Postgraduate Suite Postgraduate and professional programmes from both the Law School and the Business School are accommodated primarily in a dedicated area within the Hugh Aston building – a suite of rooms on the 4th and 5th floors – which has access control (to restrict use to PG students) and can be entered by a separate staircase/lift on the Oxford Street side of the building as well as the other main entrances. For larger classes, use is also made of the spacious lecture theatres housed on the floors below the suite. The Postgraduate Suite is open from 9 am – 9 pm during term time and 9 am – 7 pm during the vacation. The suite is not open at weekends. Students wishing to use IT facilities at the weekends can use the Kimberlin Library which has both fixed PCs and wireless access. Please check on the library website for more information: www.library.dmu.ac.uk. The suite provides a modern, comfortable learning environment conducive to study at postgraduate level and comprises:

Fourth floor – rooms 4.09 – 4.15

6 x classrooms/seminar rooms

Common Room with vending machines, sofas, tables & chairs

Meeting room

Fifth floor – rooms 5.08 – 5.17

6 x classrooms/seminar rooms

Resources Room (housing PCs and the Dissertation Reference Library)

3 x syndicate rooms for group working and meetings (see below for booking information)

Resources Room The Resources Room has 35 PCs for casual use all day long. There is one black and white and one colour printer, a scanner and a print kiosk for topping up printing credits. Students will be issued with a personal log on during enrolment week to allow them to use these facilities. The Technical Support Team is located on the second floor in room 2.01 and should be contacted with all queries of a technical nature.

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All formal lab based classes will take place in one of the Faculty’s five computer labs, all of which can be found on the second floor. Syndicate Rooms The suite has three small syndicate rooms (HU5.15PG, HU5.16PG & HU5.17PG) which are available to staff and students for activities such as meetings, group work, interviews etc. Bookings can be made as follows:

By emailing your Programme Administrator, stating clearly the date and time that you require the space, the activity being undertaken and number of people involved.

Your Programme Administrator will email to confirm the booking or otherwise

On Monday morning each week a printout of bookings per room for that week will be placed on each door. Students/staff can then ‘self book’ themselves into any empty slots that remain for the week

As this is a self managed resource, you are asked to respect the bookings system, vacating promptly at the end of your booked slot.

Support for International Students The International Student Support Officer provides ongoing specialist support, including advice and guidance on issues such as working in the UK and opening a bank account, as well as lots of general information about living and studying in Leicester. We know that you will have lots of questions about life in a new city and we’re here to try and give you as much help as we can. Email: Internationalsupport@dmu.ac.uk Advice and assistance on immigration, housing and a range of other issues is also provided by the Welfare and Education Team who are based within Student Union on the first floor in the Campus Centre building. The team can also assist you in applying to extend your student visa. Call in for an appointment or telephone (0116) 257 6307.

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MODULE INFORMATION Semester One Core Modules CORP5040 Critical Perspectives in Management

MARK5055 Managing Advertising & Communications

MARK5072 Marketing Research in Practice

MARK5066 Strategic and Competitive Analysis

Semester Two Core Modules MARK5067 Competitive Intelligence & Insight Management

MARK5069 Research Methods for Marketers

Semester Two Elective Modules MARK5070 Applied International Marketing

MARK5057 Consumer Culture & Behaviour

MARK5076 Creative Brand Strategy

MARK5053 Customer Relationship Management

MARK5065 Direct & Digital Marketing

MARK5071 Managing Complexity, Uncertainty & Conflict

MARK5062 Service Relationships & Social Marketing

MARK5074 Strategic E-Marketing

Semester Three Module (Summer) MARK5020 Marketing Dissertation

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CORP5040 - Critical Perspectives in Management 15 credits Handbook Descriptor This module will introduce the critical application of theory to the advancement of management practice. Classic and contemporary theories of management, and decision-making processes will be introduced and examined from macro and micro organisational perspectives. Other key areas of contemporary management interest may be explored including: change management; ethics and value management; and management of conflict. The module provides an introduction to management that will be built on in later core and optional modules. Assessment Components Other Coursework 1 - Team company report or case study and presentation to be peer assessed Weighting 75%. The component receives a mark. The Component is Essential with a Threshold of 45%. Other Coursework 2 - Individual Report Weighting 25%. The component receives a mark. The Component is Essential with a Threshold of 45%. Assessment Rationale Each assignment will have specific assessment criteria. However, in general terms, the assessment criteria will emphasise the student's ability to: Comprehend and critically evaluate management models and theories Critically analyse and interpret organisational environments Recommend appropriate approaches to management practices and processes The team company report or case study will be peer assessed. The individual report will be a reflection of management doing the theory as evidenced in the case studies discussed. Reassessment Requirements Content of presented subject to be reworked or extended. Second presentation unnecessary as reassessment will be based on documentary submission. In exceptional circumstances and with reference to the module leader, students of a referred group may elect to resubmit individually. Learning Outcomes 1 - Analyse and critically evaluate the practicality of classic and contemporary management theories in public, private or not-for-profit sector contexts. 2 - Describe and critically evaluate the nature of management in organisations and recommend approaches to the management of issues such as change, culture, ethics, values and conflict. 3 - Explain the nature of the concepts of, and inter-relationship between, management, leadership, intrapreneurship and strategic leadership. 4 - Demonstrate an appreciation of the role of managers (SS) 5 - Analyse and critically evaluate the practicality of classic and contemporary management theories in public, private or not-for-profit sector contexts. 6 - Reflect how knowledge and insight gained from this and other first semester modules may benefit their future career at management level

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MARK5055 - Managing Advertising & Communications 15 credits Handbook Descriptor In essence, the Managing Advertising and Communications module focuses on one particular area of the marketing mix. This is most frequently referred to as the promotional mix. Advertising and marketing communications is the means by which organisations communicate with their publics and target audiences at product and corporate levels. It applies to all types of organisations - fast moving consumer goods, services, industrial and business-to-business, charity and other not-for-profit organisations. Two marketing communications models are introduced that create the basis of the module, those of the 'marketing communications process' and the 'marketing communications planning framework'. The advertising and communications environmental context is then highlighted to include recognition of the variety of target audiences (publics and stakeholders), the regulatory system, and the role of agencies and the media. The full range of promotional mix elements are identified and emphasis is placed on the importance of integration between those elements as well as the importance of integrating advertising and marketing communications with marketing/business strategy and operations. The module also requires students to adopt an essentially practical stance in marketing communications problem solving and application. Students are given the opportunity to play the role of marketing communications executives in determining, producing and defending the development of campaign plans in response to marketing communications problems and briefs. Assessment Components Other Coursework 1 - Group assignment Weighting 100%. The component receives a mark. The Component is Essential with a Threshold of 50%. Assessment Rationale The chosen assessment regime will encourage evaluation, and the application of customer management concepts and theory to a practical business context. It will also encourage analytical thinking, and help develop the ability to assess alternatives and recommend strategic solutions. This offers an opportunity for future executives to develop sound decision making skills that have a direct impact on the profitability of their company. Reassessment Requirements In accordance with DMU Postgraduate regulations a student may be given one opportunity to be reassessed in a failed element through an equivalent element of reassessment. Learning Outcomes 1 - Have a critical awareness of the relationship between marketing plans and marketing communications plans as the basis for selecting and achieving a balanced marketing communications mix. (Subject related) 2 - Examine and explain how an organisation communicates with its markets and publics through the marketing communications mix. 3 - Identify and analyse buying motivations in a given market, to ensure that marketing communications plans are

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correctly based. 4 - Understand and evaluate the key elements of successful marketing communications plans and activities. 5 - Acquire and synthesise relevant brand and market information with a view to developing and integrated marketing communications plan 6 - Generate creative ideas, translate these into visual and oral media, and persuasively present these to others (non subject related) 7 - Generate creative ideas, translate these into visual and oral media, and persuasively present these to others. 8 - Critically evaluate different theoretical approaches to the discipline 9 - Acquire a capacity for independent and self- managed learning

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MARK5072 - Marketing Research in Practice 15 credits Handbook Descriptor The Marketing Research in Practice module examines key elements of the market research process and considers current commercial market research practice. The module will emphasise the importance of setting objectives for market research, and of appropriate research design and sampling procedures. It will also examine the secondary research process and the effective gathering and selection of relevant data for different market purposes. Focus on primary research in the module will include a brief overview of quantitative and qualitative research designs. there will be an emphasis on recent developments in online market research. This module aims to develop student understanding of the market research process and of research design across different marketing contexts. Students will be encouraged to develop specific competence in secondary data analysis and in qualitative data collection and analysis. Students will develop practical skills in the selection and interpretation of secondary marketing information. In workshops, students will develop individual skills in the design of a market research project, and primary data gathering and analysis (qualitative). Independent learning skills and project management skills will be encouraged, and some critical evaluation of different information sources will be fostered. Assessment Components Other Coursework 1 - Individual market research project Weighting 100%. The component receives a mark. The Component is Essential with a Threshold of 50%. The word limit is 4000. Assessment Rationale One assessment is required, which will account for 100% of the module grade. Each candidate will complete an in-depth project in which they undertake qualitative market research on a current market situation or context. It will involve the design of research objectives, the analysis of secondary data and a data collection design using semi-structured interviews for the collection of data on firm or customer activities and behaviour. As noted above, some guidance and support will be available for this in workshops. Reassessment Requirements In accordance with DMU Postgraduate regulations a student may be given one opportunity to be reassessed in a failed element through an equivalent element of reassessment. Learning Outcomes 1 - undertake a review and interpretation of key market sources and critically analyze sources (SR) 2 - Understand current developments in online market research (SR) 3 - select appropriate research objectives and research design for the marketing problem in question (SR) 4 - Undertake collection and analysis of primary data (qualitative) (SR) 5 - Draw key implications for current and future customers (SR) 6 - Initiate, develop and implement an independently planned programme of research (non-SR) 7 - Apply research techniques in a structured way to a contemporary context (non-SR)

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MARK5066 - Strategic and Competitive Analysis 15 credits Handbook Descriptor This module is designed as a core element of selected Master of Science degrees in Marketing. Students are therefore likely to be pursuing a career in marketing. Being strategic in nature, it not only pulls together and builds on previous knowledge, but it encourages the development of a critical approach towards the strategic formulation and actions of differing types of firms. The module instructs the student on many tools of analysis, ensures their understanding of their purpose, when they should be used, when they should not be used and the strengths and limitations of each. There is an extensive pre-reading requirement for each session and as a consequence, class contact time takes on the form of case work, exercises, debates and discussion to aid understanding and witness application of such tools in practice. Students will become familiar with the many analytical tools and techniques used for different marketing and business situations and this will enable them to become competent in matching these to shifting market and competitive scenarios with the goal of creating competitive advantage. Formal input will be supported by student centred case analysis, project work, analytical tasks and exercises. Students will become skilled at using strategic analysis techniques and matching these to market requirements. The module offers an opportunity to develop evaluative and analytical skills, presentation skills, the art of defending an argument, holding or altering a position during questioning and skills of mature debate and discussion. The module also encourages critical thinking and reinforces the development of a strategic perspective and a competitive mindset. Its focus is entirely on assessing and understanding the competitive landscape. Students will be encouraged to develop their analytical competence. The learning approach reinforces personal skills of team working, more effective management of multiple information sources and following through on tasks. Assessment Components Unseen Examination 1 - Case study (seen) Weighting 100%. The component receives a mark. The Component is Essential with a Threshold of 50%. The Duration is 180 minutes. Assessment Rationale Non-assessed, informal, formative assessment takes place during each tutorial session when feedback on the potential for improvement is given verbally. Exam - 3 hours - 100% Case study, clean copy provided with exam Reassessment Requirements In accordance with DMU Postgraduate regulations a student may be given one opportunity to be reassessed in a failed element through an equivalent element of reassessment. Learning Outcomes 1 - Subject Related (SR). The Development and crafting of analytical skills with a view to producing sensible strategic recommendations in any given situation 2 - (SR) The development of understanding of strategy formulation through the application and selection of appropriate strategic option models with due consideration for the competitive environment, organisational objectives and available resources

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3 – (Non-subject related cognitive NSRC) The ability to absorb new information, put it into context and adapt any preconceived ideas of a solution, thus improving the student's ability to think on their feet in both a verbal presentation and in any other time constrained environment 4 - (NSRC) The production of well considered arguments, within constraints, which demonstrates high quality analysis with convincing arguments for strategic action. 5 - (NSRC) The ability to deliver a professional presentation in a class context, in terms of content, style and structure in such a way as to engender confidence

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MARK5067 - Competitive Intelligence & Insight Management 15 credits Handbook Descriptor This module is a core module on selected Masters degrees. Competitive Intelligence and Insight Management (CI&IM) is a unique feature of the University's offering, it being the only one of its kind in the country. CI&IM is arguably, the way in which firms will seek to achieve competitive advantage in the future. It is about developing a process and philosophy towards leveraging unstructured information, establishing the culture of sharing and providing the tools and techniques of information analysis which lead to gaining competitive insight. There is an extensive pre-reading requirement for each session and as a consequence, class contact time takes on the form of case work, exercises, debates and discussion to aid understanding and witness application of such tools in practice. MARK5066 is a pre-requisite module. The module aims to illustrate the importance of establishing a systematic and comprehensive Competitive Intelligence & Insight Management system to inform and support the decision making process. Additionally students will become aware of the large number of commercial databases, which can be exploited to assist in information gathering, competitor profiling and market analysis. Instruction on how to turn competitor intelligence into competitive intelligence will be given. The module offers an opportunity to develop evaluative and analytical skills, presentation skills, the art of defending an argument, holding or altering a position during questioning and skills of mature debate and discussion. All of this is conducted during class time. The module also encourages critical thinking and reinforces the development of a strategic perspective and a competitive mindset. It builds on competitive issues, initiated on MARK5066, Strategic & Competitive Analysis. Competitive Intelligence & Insight Management (CI&IM) encourages students to hone and develop their intuitive skills. Scenario development, what-if analysis, role playing, and option management are key skills which will not only stand the student in good stead for life in general, but for a career in CI&IM especially. Assessment Components Other Coursework 1 - written coursework Weighting 100%. The component receives a mark. The Component is Essential with a Threshold of 50%. The word limit is 2500. Assessment Rationale Non-assessed, informal, formative assessment takes place during each tutorial session when feedback on the potential for improvement is given verbally. Coursework - 100% Individual Report: 2500 words Summative Feedback Reassessment Requirements In accordance with DMU Postgraduate regulations a student may be given one opportunity to be reassessed in a failed element through an equivalent element of reassessment. Learning Outcomes 1 - Subject Related (SR) An understanding of the contribution which CI can make to a firm's decision making process

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2 - (SR) Introduction to a new way of thinking about competitors and understanding the competitive landscape 3 - (SR) Observation of and participation in CI analytical processes 4 - (SR) Exposure to situation specific analytical processes and an understanding of how these can lead to actionable intelligence 5 - (SR) Understanding the key components of an intelligence programme

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MARK5069 - Research Methods for Marketers 15 credits Handbook Descriptor The Research Methods for Marketers module will develop student understanding of a range of methodologies (online and offline) available to them for their marketing project or dissertation. Students can extend their understanding of the survey method and how it is used in commercial market research. Consideration of netnography, narrative analysis, case study method and library-based research will be undertaken. Assessment Components Other Coursework 1 - individual report Weighting 30%. The component receives a mark. Seen Examination 1 - seen case, closed book Weighting 70%. The component receives a mark. The Component is Essential with a Threshold of 50%. The Duration is 180 minutes. Assessment Rationale Two components of assessment are required. The first will account for 30% of the module grade. Each candidate will complete a report which includes a plan for a quantitative research project and questionnaire design. This will encourage practical research skills. The second component for 70% of the module grade is an exam in which candidates will demonstrate their knowledge of alternative methodologies for given research contexts. Using one seen case study, but a closed book exam (where a new copy of the case is issued), students will select and develop an appropriate research design for a marketing project. They will also address two short questions on other research contexts or methodologies covered in class. As noted above, guidance and support will be available for this in classroom-based workshops. Reassessment Requirements In accordance with DMU Postgraduate regulations a student may be given one opportunity to be reassessed in a failed element through an equivalent element of reassessment. Learning Outcomes 1 - be clear on potentially different methodologies that can be used in academic research in marketing (Subject Related) 2 - Understand and plan for techniques of survey research (SR) 3 - understand the development of research propositions and hypotheses and be able to develop simple research propositions for a defined project (SR) 4 - design and implement data collection through questionnaire (quantitative) (SR) 5 - analyze and interpret data using basic SPSS techniques (SR) 6 - apply some content and narrative analysis (qualitative) through exercises 7 - understand the process of academic research design and differences between qualitative and quantitative data analysis (non-SR)

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MARK5070 - Applied International Marketing 15 credits Handbook Descriptor The module develops a more applied and in-depth knowledge of international marketing concepts and issues. There will be equal emphasis placed on developing a good understanding of theoretical arguments through the academic literature, but of equal importance will be the importance of being able to apply practices and techniques to analyse and interpret situations, and provide solutions to issues within the field of international marketing. The module will build on the students' existing knowledge of marketing to develop a more applied and developed understanding of issues. Assessment Components Other Coursework 1 - project & review Weighting 100%. The component receives a mark. The Component is Essential with a Threshold of 50%. Assessment Rationale The assessment is designed to encourage a development of theoretical understanding for the subject, as well as test the student’s ability to apply relevant theories. Students will complete a 4-week business simulation programme or a group project of 4-5000 words and an individual reflective report of 2500 words. Reassessment Requirements In accordance with DMU Postgraduate regulations a student may be given one opportunity to be reassessed in a failed element through an equivalent element of reassessment. Learning Outcomes 1 - Students develop and in-depth understanding of the subject 2 - Students are able to critically analyse the academic literature 3 - Students accumulate, and interpret in-depth factual knowledge on the subject 4 - Students demonstrate a high level of ability to apply theory to solve complex international marketing problems

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MARK5057 - Consumer Culture & Behaviour 15 credits Handbook Descriptor This course emphasises the importance of understanding consumers in formulating marketing strategy. It will involve many practical examples of specific applications of consumer behaviour concepts by marketing practitioners and will encourage participants to relate these concepts to their everyday activities. In addition to understanding why people buy products or services, the course will also encourage an appreciation of how consumption activities contribute to the broader social world that we experience. Aim: To explore the principles of Consumer Behaviour and consumer decision making within our cultural systems. An important element of this programme will be the self-analysis and reflection that students bring through their understanding as consumers. They will learn to evaluate the effect of different marketing stimuli on consumers and how to critically evaluate the actions of marketers. These aspects will involve analysing different situations and case material. Assessment Components Other Coursework 1 - Written assignment Weighting 100%. The component receives a mark. The Component is Essential with a Threshold of 50%. Assessment Rationale The assignment is a module long piece of work with several individual and group assessment points: journal entries, reflective pieces and presentations culminating in a final individual report. The assignment will be used as a developmental framework for applying the academic theory covered in the taught sessions. Students will present their findings at regular intervals, for group discussion and feedback, in addition to the formally assessed presentations and written submissions. Reassessment Requirements In accordance with DMU Postgraduate regulations a student may be given one opportunity to be reassessed in a failed element through an equivalent element of reassessment. Learning Outcomes 1 - Recognition of the needs that motivate consumers to buy & use products and services (SR) 2 - Critical evaluation of consumer behaviour processes across a broad range of consumption activities (SR) 3 - Identification and evaluation the methods marketers employ to influence consumers' decision making 4 - Analysis of consumer behaviour in terms of its implications for an organisation's marketing strategy (SR) 5 - Development of critical thinking and creativity (non-SR)

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MARK5076 - Creative Brand Strategy 15 credits Handbook Descriptor This module considers aspects of contemporary brand management from both a theoretical and practical perspective. It will focus on elements of current branding theory, practices and innovations within various market sectors, and types of organisation. Within this context the module will identify two clear routes to brand development: the high-budget and the low-budget. As such, the module will enable students to understand how to create, maintain, and build brands using both above- and below-the-line communication techiniques, within what are seen as increasingly complex business environments. Further, it will develop an appreciation of brands as equity, and the significance of this to organisational strategy. Aim: To enable students to understand brand management theory and practice within various market sectors. Skills Development: A key theoretical concept in developing brand strategies, using the high- and low-budget routes to brand development, is 'image transfer'. this concept underpins a wide variety of (marketing) communication techniques. Students will learn the nature and role of image transfer in the creation and development of brands at both a national and international level. Assessment Components Other Coursework 1 - individual report/proposal Weighting 100%. The component receives a mark. The Component is Essential with a Threshold of 50%. The word limit is 4000. Assessment Rationale The assessment will enable students to apply the theory to developing a new or existing brand. It will require both an understanding of the theory, especially brand image transfer theory, and a practical application of it. Within the assessment students will be expected to critically evaluate their own proposition by recourse to the academic literature. Reassessment Requirements In accordance with DMU Postgraduate regulations a student may be given one opportunity to be reassessed in a failed element through an equivalent element of reassessment. Learning Outcomes 1 - To appraise principles of brand strategy and management. 2 - To critically evaluate the two routes to brand creation and development: the high-budget and low-budget. 3 - To judge the theoretical role and practical application of the image transfer model. 4 - To critically assess why and how brands are valued. 5 - To develop analytical skills in the context of creating brand strategies.

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MARK5053 - Customer Relationship Management 15 credits Handbook Descriptor The following topics are indicative of a selection of areas to be covered in this module: Definition and models of Customer Relationship Management CRM - a board level imperative Analysis and planning for Customer Management (acquisition, retention, penetration, cost-to serve, identifying customer needs) Developing the value proposition (from customer needs and research) Customer Management Activities - targeting, enquiry management, welcoming, getting-to-know, Customer development, managing problems, and winback People and Organisation Customer management processes Measurement (CM metrics) Process improvement (systems thinking) Customer Experience Customer satisfaction and loyalty Customer delight Customer Review process and Key Account Management Assessing and benchmarking customer management performance using CMAT™ (Customer Management Assessment Tool) Social Customer Relationship Management (SCRM) Assessment Components Other Coursework 1 - presentation & report Weighting 100%. The component receives a mark. The Component is Essential with a Threshold of 50%. Assessment Rationale The chosen assessment regime will encourage evaluation, and the application of customer management concepts and theory to a practical business context. It will also encourage analytical thinking, and help develop the ability to assess alternatives and recommend strategic solutions. This offers an opportunity for future executives to develop sound decision making skills that have a direct impact on the profitability of their company. Reassessment Requirements In accordance with DMU Postgraduate regulations a student may be given one opportunity to be reassessed in a failed element through an equivalent element of reassessment. Learning Outcomes 1 - Assess organisational competence in customer management (SR) 2 - Identify weaknesses in customer management performance (SR) 3 - Make recommendations on how an organisation can improve its CM performance and profitability (SR) 4 - A range of contemporary and pervasive issues (SR) 5 - Critical thinking and creativity (QAA i) (non-SR) 6 - Problem solving and decision making (QAA ii) 7 - Ability to conduct research; scanning and organising data, abstracting meaning from information and sharing knowledge (QAA iii, xi) (non-SR)

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8 - Effective use of communication and information technology (QAA v) 9 - Develop a range of personal skills including leadership, communication, ethical awareness and reflective practice. (AQQ vi, ix, x, xii) (non-SR)

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MARK5065 - Direct & Digital Marketing 15 credits Handbook Descriptor Today's customer is highly discerning, independently minded and very well informed. The modern buyer is often proactive and demands tailored marketing messages which reflect the 'on demand' buying patterns within their lifestyle. So many of us have hunted for a cheap air fare or ferry deal on the internet, for example. Customers know what they want, and are empowered to get it. Modern marketers are rising to this challenge, and are producing highly targeted campaigns in digital and niche media which engage their specific audiences and encourage dialogue, interaction and especially results. As spending on routine mass advertising remains in decline, spending on interactive promotional campaigns continues to increase. Today some businesses might choose to operate entirely on the internet as an e-commerce venture, while others might use it as a single element within a multi-channel strategy alongside a high street retail presence or niche magazine or TV campaigns. This module asks you to think about the properties of various direct and digital media and how they are used. You will also understand the core targeting principles which underpin their use and measurement, and how they can be applied correctly and effectively in modern marketing. Students on this module will also receive exemption from the internationally recognised Institute of Direct Marketing(IDM) for a possible further professional qualification from that institute. Students sitting and passing the IDM Certificate in Direct and Digital Marketing Principles final exam will have their certificates awarded at the same time as their DMU Masters award, and would receive further nominals of Cert IDMP. Assessment Components Other Coursework 1 - Group Report with individual component Weighting 100%. The component receives a mark. The Component is Essential with a Threshold of 50%. Assessment Rationale Students will be grouped and produce a report. The individual component of the coursework assessment requires students to engage with the scholarly literature and to reflect analytically and critically on a contemporary issue or challenge relating to the business problem which has been tackled by the group. The group and individual elements will each count for half the module grade. The module confirms the key tenets underlying interactive marketing, then applies this understanding to a modern business problem in order to develop an interactive strategy and appropriate solution. Individual marks within a group will be modified by agreed contribution (pie chart) and as seen by evident contribution in class. Marginal/disputed marks may be settled by viva voce. Reassessment Requirements In accordance with DMU Postgraduate regulations a student may be given one opportunity to be reassessed in a failed element through an equivalent element of reassessment. Learning Outcomes 1 - Analyse a realistic, current marketing situation and be able to set Interactive & Direct Marketing objectives to identify, acquire and retain customers as appropriate to the context (subject related)

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2 - Develop valid Interactive & Direct Marketing Strategies to meet these objectives (SR) 3 - Produce a valid and workable Interactive & Direct Marketing Plan in support of the strategy and mindful of data and profiling needs. 4 - Show appropriate integration of Interactive effort with other possible marketing activity (SR) 5 - Confidently defend their strategies, decisions and choices to a knowledgeable third party when called upon to do so

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MARK5071 - Managing Complexity, Uncertainty & Conflict 15 credits Handbook Descriptor We live in an increasingly complex world which is manifest in the speed of change that we face, in the inter-connectedness of areas that we manage, and in the different types of uncertainty affecting our choices. Uncertainty in decision making is evident when actors seek to clarify objectives and gather information about the environment and related decision agendas before they can commit to a particular course of action. Complexity and uncertainty are further exacerbated by the existence of multiple views and conflicting interests among organizational actors regarding the scope, shape, and ways of managing organizational issues. In response to the complexity and uncertainty characteristic of decision making within or between organisations a number of practical methodologies have emerged within the fields of operational research and systems. These are practically oriented methodologies which aim to help organisational actors improve the 'messy' situations they find themselves in through the provision of transparent and accessible analytical assistance. By covering a range of problem structuring methods (PSMs), and some of the process skills necessary for their use in a variety of organisational settings, this course will provide the participant with an opportunity to experience PSMs in the classroom, and consider their potential application in your project dissertation and/or future work. Assessment Components Other Coursework 1 - 3000 word report Weighting 100%. The component receives a mark. The Component is Essential with a Threshold of 50%. Assessment Rationale The assignment will provide an opportunity for the student to demonstrate that they have correctly understood the requirements for a successful PSM intervention. Non-assessed, informal, formative assessment will take place during the course of the workshops based upon a series of group presentations . Students will be expected to comment on the following for a specific company: - The likely benefits to be gained from the application of PSMs; - The issues critical to a successful PSM-based interventions; - Key stages in the process of PSM modelling; - A critical review of the given case (e.g. what worked and what didn't) Reassessment Requirements In accordance with DMU Postgraduate regulations a student may be given one opportunity to be reassessed in a failed element through an equivalent element of reassessment. Learning Outcomes 1 - have gained a general understanding of a range of PSMs, and underlying assumptions; (SR) 2 - have developed basic content and process management skills for dealing with complex intra- or inter- organisational situations; (SR and NSRC) 3 - have a critical awareness of the different circumstances in which PSMs may be applicable in practice (SR)

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MARK5062 - Service Relationships & Social Marketing 15 credits Handbook Descriptor This module permits students to focus on marketing in its social context. It will concentrate on sociological and psychological perspectives on marketing over the past few decades; outlining social perspectives on services marketing and how this is now relevant in firms. The module will consider theories of social exchange and social penetration; the influence of structuralist thinking and rational planning models; the emergence of consumer psychology and the recent growth in post-modern interpretations (drawn from multidisciplinary perspectives). Candidates will be encouraged to read selectively in the social background to marketing thought and consumption and to shape their own interpretation of how such ideas are relevant in different services. This offers a creative opportunity for each student to explore contemporary marketing ideas in a contemporary situation, using their own initiative in defining the scope and content of their work. This module explores the social dimensions services relationships and offers participants a chance to investigate a variety of social perspectives on service management in different contexts (corporate, non-profit and virtual services). In class, students will lead some seminars and encouraged to gather relevant information, apply information to a context and put it into an effective presentation. The independent nature of the learning will foster interest in research and will offer opportunities to develop specific skills in article review, in evaluating the quality of information sources, in logical argument and interpretation. Critical evaluation of information sources will be fostered. Assessment Components Other Coursework 1 - Individual Report Weighting 100%. The component receives a mark. The Component is Essential with a Threshold of 50%. The word limit is 3500. Assessment Rationale There is one component of assessment in this module - an individual written report which will be an analysis and some context research on a key topic. Students have a chance to choose their own area of interest from the module themes and undertake in-depth application of ideas in that topic area to a marketing context that they identify and independently research. This will require each student to do some independent research relating to the topic and gather data that applies key ideas to a current services case or context. (Written Report of 3,500 words). Further guidelines will be issued in class by the module tutor. Reassessment Requirements In accordance with DMU Postgraduate regulations a student may be given one opportunity to be reassessed in a failed element through an equivalent element of reassessment. Learning Outcomes 1 - Subject related (SR). Use and apply analytical frameworks in the service encounter and service relationship management 2 - Identify the nature of customer voice and how it is influencing the service experience and service relationships (SR) 3 - Consider and weigh up the implications when planning service strategy and service delivery in different contexts (SR)

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4 - Identify critical elements in the way knowledge is gained, transferred and mobilized in services marketing online. (SR) 5 - Undertake individual research and offer a reasoned, critical interpretation of an organization's activities 6 - Critically appraise a current development in marketing practice from the perspective of services relationship thinking and sustainable marketing (SR) 7 - Consider the different parameters of a responsible professional marketing role in contemporary social contexts (SR)

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MARK5074 - Strategic E-Marketing 15 credits Handbook Descriptor There is no doubt that the emerged technologies and media have changed the landscape of business in one way or another. In particular, the Internet but also mobile phones and digital TV have profoundly impacted marketing theory and practice. Companies are allocating more and more resources into the adoption and implementation of emerging technologies in order to safeguard or gain a competitive advantage over their competitors. The emerged technologies and media have provided marketers with new tools and techniques to conduct market research, target customers, to communicate their brands and build customer relationships. For some firms the internet has become an integral part of their strategic and marketing plans, while others have emerged as pure online businesses. It is fundamental for marketers to have a sound understanding and the skills to take advantages of the opportunities that the emerged technologies provide. The module is designed to challenge students and encourages critical thinking of current marketing problems with emerged and emerging technologies. Throughout the module students will develop a comprehensive understanding of E-Marketing theoretical developments, concepts and frameworks through application, extensive reading and real life examples. The module will critically evaluate: - the impact of emerged and emerging technologies such as the Internet, mobile phones and digital TV on marketing theory and practice, the development of theoretical concepts and frameworks in the field and their application in real life situations. - the formulation of effective e-marketing plans and strategies for both online and offline firms and how to relate and incorporate these within broader marketing plans and strategies. - the elements of the marketing mix in an online context and evaluate the opportunities that the Internet provides to vary the marketing mix - the various tools and techniques used to deliver the online experience, to build brands, to communicate with customers and to build customer relationships. Assessment Components Other Coursework 1 - Individual written assignment Weighting 100%. The component receives a mark. The Component is Essential with a Threshold of 50%. The word limit is 3-4000. Assessment Rationale Students will be assessed through an individual written assignment on a specific e-marketing topic allowing the application of theoretical concepts and frameworks and synthesis of knowledge and skills learnt. Students will have the opportunity to discuss their coursework and receive feedback throughout the module. Detailed guidelines will be provided in class by the Module Leader. Reassessment Requirements In accordance with DMU Postgraduate regulations a student may be given one opportunity to be reassessed in a failed element through an equivalent element of reassessment. Learning Outcomes 1 - A critical awareness of current marketing problems associated with emerged and emerging communications technologies.

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2 - The ability to critically review, assess and develop effective E-Marketing plans and strategies. 3 - A systematic understanding of the tools and techniques of emerged technologies impacting the elements of the marketing mix (SR) 4 - A comprehensive understanding of E-Marketing theoretical developments, concepts and frameworks through application and real life examples (SR) 5 - Analytical and problem solving skills through case studies based on realistic E-Marketing scenarios (non-SR) 6 - The ability to effectively communicate complex E-Marketing issues to various audiences (non-SR)

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MARK5020 - Dissertation 60 credits Handbook Descriptor The Dissertation will enable students to synthesize their knowledge gained in other subjects and apply that understanding and analysis independently in a marketing topic and context they choose for themselves. Some early seminars will guide students through the dissertation process and will offer an opportunity for the collective student group to develop preparatory skills for the dissertation. During the initial part of the module, students will develop a preliminary dissertation design and refine their own dissertation topic. The module will encourage self-discipline through improved time management skills and follow through of project to completion. It will also demand that students become competent at integrating ideas into a focused research structure and become competent at reading and writing effectively together with skills in self analysis and reflection. It should encourage market research skills such as data collection, analysis and presentation. Assessment Components Other Coursework 1 - Dissertation Design Weighting 20%. The component receives a mark. The word limit is 2400. Dissertation - Dissertation Weighting 80%. The component receives a mark. The Component is Essential with a Threshold of 50%. The word limit is 15000. Assessment Rationale The initial assessment (Dissertation Design, 20% of the module grade) will enable students to select a topic of interest, undertake a literature review and develop a plan for their own research. This will encourage ongoing development of ideas and initial planning and permit formative feedback. The final assessment (80% of the module grade) captures all the requirements of a Masters Dissertation noted in learning outcomes. The independent nature of the learning across both components will offer opportunities to develop specific skills related to a future marketing career- researching a specific marketing context and preparing a large scale analysis of marketing data. There will be formative opportunities to get feedback on performance through tutor supervision. There is no formal referral available in the Dissertation Design, however formative feedback will be provided and students will need to produce a suitable design. Reassessment Requirements In accordance with DMU Postgraduate regulations a student may be given one opportunity to be reassessed in a failed element through an equivalent element of reassessment. Learning Outcomes 1 - Identify appropriate sources of information for the dissertation and discriminate between various data sources (non-SR) 2 - Undertake a literature review on a specific topic (non-SR) 3 - Follow through independently in their research study with research instrument 4 - Appreciate the different methods they might use when approaching primary research in their chosen marketing context (SR) 5 - Construct a research proposal for their dissertation (Dissertation Outline)

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6 - Operationalize and apply theoretical concepts and techniques at an appropriate level in their study (SR) 7 - Synthesise and integrate their marketing knowledge in a meaningful manner (SR) 8 - Analyse and interpret the implications of their research within a marketing context (SR)