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1 School of Management MA in Marketing Postgraduate Student Handbook Section

2 Contents Page Marketing at the School of Management... 1 Programme Director... 1 Director of Graduate Studies, School of Management... 1 Postgraduate Administrator... 1 Programme Specification... 2 Assessment Regulations: Individual Courses... 4 Core Courses... 4 MN5051 Marketing - A Critical Introduction... 4 MN5071 Consumers & Brands... 4 Research Courses... 4 MN5073 Research Methods... 4 MN5076 Dissertation... 4 Elective courses... 4 MN5054 Service Marketing... 4 MN5056 Arts Marketing... 4 MN5057 Marketing Ethics... 4 MN5058 Sports Marketing... 4 MN5063 Digital Media Marketing... 4 MN5064 Marketing Communications... 5 MN5067 Consumption, Markets & Culture... 5 MN5072 Marketing, Society & Technology... 5 Optional Course... 5 MN5555 Foundations of Modern Management... 5 Core Course Content... 6 MN5051 Marketing- A Critical Introduction... 6 MN5071 Consumers and Brands... 6 Research Course Content... 6 MN5073 Research Methods... 6 MN5076 Dissertation... 6 Elective Course Content... 7 MN5054 Service Marketing... 7 MN5056 Arts Marketing... 7 MN5057 Marketing Ethics... 7 MN5058 Sports Marketing... 7 MN5063 Digital Media Marketing... 7 MN5064 Marketing Communications... 8 MN5067 Consumption, Markets & Culture... 8 MN5072 Marketing, Society & Technology 8 Optional Course Content... 8 MN5555 Foundations of Modern Management... 8 i

3 Marketing at the School of Management The MA Marketing builds on the research strengths of the marketing teaching group at the School of Management, Royal Holloway University of London. The programme offers courses in specialist marketing subjects, especially written for the Master s programme. These have been chosen for their relevance to contemporary marketing practice and research and present forms of analysis and understanding at the very cutting edge of the subject itself. The courses engage with such issues as critical and practical understandings of marketing, consumers and branding. In particular, our MA Marketing responds to the new marketing and consumer environment with modules designed to challenge and build upon traditional marketing concepts. In particular the MA Marketing at Royal Holloway is distinct from other traditional marketing programmes because of its general focus on consumer experience and engaging in the subject at a critical and intellectual level which goes beyond classical case study and textbook-lead conventions typical in business schools. The MA Marketing will be suitable for all candidates regardless of whether you do, or do not have prior knowledge of the subject area. All courses in the programme work from first principles to take students to an advanced level of understanding in each particular specialist area. The MA Marketing will be a useful qualification for gaining employment or embarking on further study. Programme Director Dr Alan Bradshaw, Senior Lecturer in Marketing Director of Graduate Studies, School of Management Dr Gloria Agyemang, Senior Lecturer Postgraduate Administrator Michelle Casey 1

4 Programme Specification The MA Marketing Programme Specification can be found in the Programme Specification Repository at the following link: This document describes the Master of Arts and Postgraduate Diploma in Marketing. The 2014 Programme Specification is valid for new entrants from September

5 Figure 1: Course Structure of the MA in Marketing Master s Degree MA Marketing Core Courses 60 credits Core Research Courses 60 credits Elective Courses 60 credits (choose any 3) MN5051 Marketing A Critical Introduction (30 credits) MN5073 Research Methods MN5054 Service Marketing MN5063 Digital Media Marketing MN5071 Consumers and Brands (30 credits) MN5076 Dissertation (40 credits) MN5056 Arts Marketing MN5064 Marketing Communications MN Marketing Ethics MN5067 Consumption, Markets & Culture MN5058 Sports Marketing MN5072 Marketing, Society & Technology 3

6 Assessment Regulations: Individual Courses Marks for assignments, tests, presentations, examinations, and the dissertation area weighted in each course as follows: Core Courses MN5051 Marketing - A Critical Introduction (30 Credits) One individual assignment (2,300 words) (30%), a group presentation (20%) and an individual essay (4,000 words) (50%) MN5071 Consumers & Brands (30 Credits) One individual assignment (2,100 words) (30%), a group presentation (20%) and an individual essay (4,000 words) (50%) Research Courses MN5073 Research Methods Quantitative Methods 15% group project (1,500 words) and 35% individual project (2,000 words) Qualitative Methods 25% group project (1,350 words) and 25% individual project (1,350 words) MN5076 Dissertation (40 credits) 12,000 15,000 words (100%) Elective courses MN5054 Service Marketing One individual assignment (2,500 words) (50%) and one group project (3,500 words) (50%) MN5056 Arts Marketing Two individual assignments (Total 5,000 5,500 words). The two assignments will be proportion 40%/60% (both in words and weighting) MN5057 Marketing Ethics One individual assignment (3,000 words) (50%) and one group based assignment (3,000 words) (50%) MN5058 Sports Marketing One individual report (2,000 words) (50%) and one group report (2,600 words) (50%) MN5063 Digital Media Marketing One individual report (2,000 words) (50%) and one group report (3,000 words) (50%) 4

7 MN5064 Marketing Communications One individual report (2,000 words) (30%), one individual report (3,000 words) (60%) and a group presentation and report (1,000 words) (10%) MN5067 Consumption, Markets & Culture One individual case study (2,000 words) (30%), one individual report (3,000 words) (60%) and one group presentation and report (1,000 words) (10%) MN5072 Marketing, Society & Technology One 3,000-3,500 word group project (worth 30%) and one individual in-class test (worth 70%). Optional Course MN5555 Foundations of Modern Management Optional Course - Not Assessed 5

8 Core Course Content MN5051 Marketing- A Critical Introduction This course offers an advanced programme in marketing management principles. Taking classic marketing principles as its point of departure it engages with the growing critical literature in the field to explore marketing not only as a practical field, but also as an intellectual tradition strongly associated with values of neo-liberalism and managerial ideology. The course will explore the practical utility, ethical status and intellectual basis of traditional marketing concepts and principles. Students will become familiar not only with the normative principles of marketing as a management discipline but also with counterpoints in the critical literature which question marketing s normative theories and concepts on ethical, practical, intellectual and axiological grounds. MN5071 Consumers and Brands This module shall give an overview of a wide range of topics which are relevant to the study of consumer behaviour and brands. This will consist of exploring such subject areas as materiality, iconic brands, postmodernity, consumer collectives, how value is produced and consumed, neoliberalism, celebrity culture, human brands, and consumer tribes as well as consider and critically reflect on wider societal issues relating to ethical debates, sustainability and gender. Research Course Content MN5073 Research Methods The purpose of this module is to provide the student with an intuitive understanding of statistical methods that will help develop a critical (albeit respectful) understanding of empirical research. As such the module will help prepare students for how to produce and interpret descriptive statistics and associated tables and graphs by helping them to develop the ability to use inferential analysis and hypothesis testing techniques. This will help students to master the basic techniques for measuring statistical relationships between variables and develop skills for using statistical software package and impart the confidence and taste for empirical research in marketing. The module will also help students develop a critical understanding of the different methodological perspectives on research design and provide students with the ability to use a variety of qualitative research techniques, including observation, interviewing and case studies and identify the key ethical issues posed by particular research designs. This will help students to use various methods such as observation, interviewing and case studies and help provide students with the ability to outline a research plan. MN5076 Dissertation By the end of the dissertation, students should be able to plan and manage a project; define the aims of this project; identify the data sources and methods appropriate to conduct the project; identify the potential pitfalls to conducting such projects; execute the dissertation plan; and construct an effective argument with the dissertation. For full details on the dissertation please see the Dissertation Handbook, a copy can be located via the Postgraduate Vault 6

9 Elective Course Content Please note that for all of the elective courses to run, a minimum number of students must have enrolled in each (usually 10 students). MN5054 Service Marketing The course is designed to study four key areas in how the role of service marketing is changing in society and in the organisation, and demonstrating the various factors that influence marketing decision-making. These areas are: understanding the differences between services and goods the key elements of service marketing the service delivery process implementing and managing profitable service strategies MN5056 Arts Marketing In examining arts marketing attention is drawn to arts consumption and consumers, with reference to (performing and visual) arts organizations in the private (commercial), public, and voluntary (not-for-profit or third) sectors of the economy. The particularities of marketing for the arts (such as audience development, corporate sponsorship, and philanthropy) are addressed alongside conventional marketing concerns like segmentation, targeting, and positioning (STP), branding, distribution networks, and promotions. Specialist topics include relationships between corporations and the arts and financial investment vehicles in the arts (for theatre, film, and fine art). We also examine the arts for marketing through various institutional critiques by contemporary artists. MN5057 Marketing Ethics This course will explore issues at the interface of marketing and moral philosophy; to foster ethical reasoning and decision-making; to equip students with appropriate frameworks for approaching ethical problems that may arise in day-to-day marketing practice; to develop links between the various ethical dilemmas in marketing mix decisions and marketing management more broadly; to assess the range of responses to ethical marketing issues on behalf of businesses, regulatory bodies and consumers/citizens. MN5058 Sports Marketing Sports have become one of the major economic activities of our modern society, and knowledge of the role marketing plays in its operation has emerged as a valuable asset to all the parties involved (e.g., firms, governments, consumers, and players).this module is designed to help students understand the complex and diverse nature of sports marketing by providing a framework for understanding how various marketing strategies are formulated, implemented, and evaluated in a sports context. Students on this course will develop an understanding of the unique application of marketing principles and processes to the sports industry, as sports marketing becomes ever closer linked with branded goods and services. The course considers two major themes; 1) sports as product and 2) sports as medium. Topics covered include; contingency framework; sport & society, planning, analysis and market selection, marketing mix implementation and control all in a sports marketing context. MN5063 Digital Media Marketing This course examines the role of digital media within contemporary Marketing practice and its impact on marketing theory. There is no doubting the influence that digital media and the internet have had on marketing practice in recent years. In a relatively short period of time, we have seen massive changes in the way consumers are able to communicate with others interactively. Terms such as 'blogging', 'podcasting', Voice over IP (VOIP) and digital technologies incorporated into products such as digital cameras, the ipod and mobile phones have not only allowed consumers to embrace these new media but have also allowed organisations to develop new markets and strategies to push their businesses forward. Digital media and the internet will have an impact on the way in which marketing practice will develop in the future. As this technology continues to develop in terms of speed, availability and functionality, even greater 7

10 opportunities will arise for those individuals who are able to combine traditional marketing insight with a true understanding of digital media, capturing these benefits and articulating them at both an academic and vocational level. This module will develop both the knowledge and practical experience of digital media and marketing concepts available via these developing technologies. MN5064 Marketing Communications To examine the principal means of marketing communications advertising, promotion, public relations, direct marketing and sales teams, discussing its techniques, strategies and the means by which these approaches interact with each other and the benefits they give both to consumers, organisations and other stakeholders. Within this, it also intends to focus on the use of marketing communication channels such as print media, radio and television, and digital media such as the internet and mobile telephones and social networking sites such as Facebook and Twitter. To provide an understanding of the contemporary media environment and how this impacts on marketers efforts to communicate with stakeholders. Attention will be paid here to the radical shifts which have taken place in the media environment over the last two decades due to digitalisation and media and audience fragmentation, and the response of marketing communication to this. To examine how marketing communications interacts with, affects and is affected by other elements in the marketing process such as research, strategy, segmentation and positioning, branding, product development, distribution and new product development. An important theme that will be examined is how should communication change when dealing with different segments and entering different markets (particularly overseas) with different communication cultures. To teach communication theory and discuss how this can be used by marketers when developing integrated marketing communications strategies and programmes. MN5067 Consumption, Markets & Culture This module will equip future marketing practitioners with the skills and knowledge to understand the interactions that occur between the market, consumers and the marketplace. The focus of this module centres on how particular manifestations of culture are constituted, maintained and transformed by broader forces such as cultural narratives, myths, ideologies & grounded in specific socioeconomic circumstances and marketplace systems. Working with popular texts such as The McDonaldization of Society by George Ritzer as well as with complex theoretical concepts including Consumer Culture Theory, Symbolic Consumption and the Production of Culture, this module will provide students with an intellectually and historically grounded ability to understand the broader socio-cultural issues relevant to marketing practice in the 21 st century. MN5072 Marketing, Society & Technology This module provides an introduction to the theoretical analysis of macromarketing at the intersection of marketing, markets, and society. The wider macromarketing discourse is contextualised by introducing selected challenges and typical responses arising from the theoretical analysis of macromarketing. Taking a critical perspective on the subject, particular emphasis is placed on exploring the ways in which digital innovation and technology in general may be used to promote a market-driven ideology within society. Optional Course Content MN5555 Foundations of Modern Management (Optional Course Taught during Induction week) Students are introduced to salient aspects of management in an integrative manner by identifying five elements important to the commercial success of an organisation, namely customers, shareholders, employees, numbers and technology. The course accentuates historical roots to help students gain a better appreciation of current practice with regard to the first three elements and how the remaining two can influence management decision-making. The course will also consider issues of business ethics and trust in managing relations with each of the stakeholder groups. 8

11 School of Management Royal Holloway, University of London Egham Hill, Egham Surrey, TW20 0EX Telephone +44 (01784)

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