Strategic Marketing Communications

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1 Strategic Marketing Communications MA (Dual Award) University of Greenwich, London (UK) France Business School, Poitiers (France) gre.ac.uk/business

2 Why study this programme? This programme will provide you with the opportunity to study in two European countries and achieve Master s awards from both France Business School and the University of Greenwich. In addition, as part of the programme, you will undertake a work placement which will equip you with essential skills necessary for your future career. The programme is designed to provide graduates and professionally qualified managers with an understanding of key aspects of marketing communications as well as the necessary skills to research, assess and evaluate aspects of the communications mix. It will enable you to develop coherent and integrated communications strategies, strengthen your intercultural competence, and take advantage of both institutes extensive business, social and professional networks. Once you have successfully completed your studies at both institutions, you will be awarded an MA in strategic marketing communications from the University of Greenwich and an MSc in international marketing communications strategy from France Business School. The programme is delivered in English and no knowledge of French is required. As a student on this programme, you will: Develop a creative yet systematic approach to problem solving in the area of strategic marketing communications through academic and practical activities in the UK and France Develop, improve and extend analytical, conceptual, research and consultancy skills in strategic marketing through industrial links in the UK and France Acquire a set of tools and a range of skills to become a more effective communicator, negotiator and coach by undertaking a national or international work placement. Our programmes are rated highly in national surveys. Marketing at the University of Greenwich was ranked top 3 in London by the Complete University Guide Our aim is to create a pool of talented, internationalised, well-rounded students keen to develop a career in marketing either in an agency or a company structure. The nature of the programme promotes a blend of the academic and professional and the development of employability skills is an important element in the educational process. Why study with us? University of Greenwich The Business School is renowned for high standards of teaching. Our staff combine a wealth of international business knowledge and industry experience with a commitment to support the learning of every student. The Department of Marketing, Events & Tourism has been running specialist marketing degree programmes for more than 20 years. We were the first UK university to offer a specialist degree in marketing communications, and we continue to offer quality undergraduate and postgraduate marketing degrees, as well as public relations (PR), events management, hospitality and tourism management programmes. New communication channels continue to revolutionise the industry and move these

3 disciplines beyond their roots in consumer business. We work closely with all relevant professional bodies to ensure that our programmes are continually updated to reflect changing requirements and our students graduate ready for the workplace. Our PR programmes have Chartered Institute of Public Relations accreditation and our marketing programmes are recognised by the Chartered Institute of Marketing. Our students are able to gain exemptions towards qualifications from these professional bodies. Students who already hold professional qualifications benefit from the ability to join some of our programmes with advanced standing. Our teaching staff are experienced professionals who have worked as marketers and analysts within companies such as BT, Konica, Philips Electronics, Honda and the BBC. Our staff are active in research and maintain excellent professional contacts. The Greenwich Campus is based on a UNESCO World Heritage Site on the banks of the River Thames. The university s largest campus, it is centred on three baroque buildings designed by Sir Christopher Wren at the end of the 17th century. The surrounding town is a bustling mix of shops, restaurants and pubs, as well as some of the most famous tourist attractions in the country. The business districts of Canary Wharf and the City are a short journey away on the Docklands Light Railway. There are also direct rail links into central London. France Business School France Business School was established in 2012 following the merger of four well-known French Grandes Ecoles of Management. It has five campuses in France Business School, Poitiers France, in Amiens, Brest, Clermont-Ferrand, Poitiers and Tours, and two overseas campuses in Shanghai, China and Pune, India. With over 35,000 alumni and 7,000 students, the school addresses the needs of modern businesses by training a new generation of daring, creative, yet responsible business leaders and entrepreneurs. The France Business School philosophy is to provide talented individuals from all backgrounds with access to top-level business programmes. We believe that diversity is one of the keys to successful learning and our students are encouraged to think differently, looking at business problems from a new perspective and relating economic realities to the surrounding world, the way that people live and the way that we consume our resources. Tomorrow s business leaders and entrepreneurs must understand the complexities of sustainability and be able to identify solutions that have minimal impact on our environment. A revolution in teaching methods has been instigated, catering for

4 The University of Greenwich (in the foreground, with the financial district of Canary Wharf behind) this new generation of ultra-connected students. The latest technological advances as well as new ways of learning can be found throughout our programmes. The quality and credibility of a Grande Ecole is often reflected in the excellence of its lecturers. This is why, at France Business School, we have surrounded ourselves with lecturers whose experience and expertise are recognised. Specialists in marketing, finance, management or human resources, our lecturers and guest speakers are focused on transmitting their knowledge and making sure their students are as well prepared as possible before entering the professional world. What will you study? Term 1 (Greenwich, London) Foundations of Scholarship (0 credits - preparation course) Inside the Customer s Mind (15 credits) Developing Advertising and Promotional Strategies (30 credits) Research Methods (15 credits) Term 2 (Poitiers, France) Communications and Social Media Metrics Communications and Employability Skills International Brand Management (12 credits) Business Strategy Simulation Measuring Advertising Effectiveness Negotiation in Marketing and Communications New Media Marketing Public Relations and Sponsorship The Future of Marketing and Agencies In addition, when in France, all international participants will be given the opportunity to attend classes and seminars in French language and culture. Term 3 (usually UK or chosen country by negotiation) Dissertation (30 credits) Work Placement (30 credits) A brief introduction to the courses Foundations of Scholarship This course provides the essential academic and interpersonal competencies that will support you through the process of studying for a Master s degree. It introduces various critical review strategies and the key elements of university writing and academic journal writing. The skills taught will enable you to meet the knowledge requirements of Master s-level study and will be applicable to all coursework.

5 Inside the Customer s Mind This course will provide you with a global understanding of consumer behaviour, the psychological characteristics of consumers and their decision-making processes. It will also show you how to use marketing research in gaining consumer behaviour insight. It will also provide you with practical examples of how consumer behaviour affects marketing processes. Developing Advertising and Promotional Strategies This course will provide you with insight into and applied understanding of the tools of marketing communications. It will analyse critically the importance of a strategic and consumer-centric approach. At the end of the course, you will be able to develop communications plans using integrated and media-neutral approaches. Research Methods This course is designed to help you successfully complete your Master slevel dissertation. It will give you an understanding of research design and the practical application of relevant business research methods. It will expose you to different research philosophies, techniques and methodologies, and advance your capacity to identify and exploit research opportunities. You will develop the criticalthinking skills necessary to design and implement a consistent research project, collect and analyse data, and conduct work autonomously. Communications and Social Media Metrics This course will provide you with an understanding of the role of social media in integrated marketing communications and develop a market research agenda for social media monitoring in the context of brand management. You will analyse the monitoring frameworks and key performance indicators employed by monitoring and evaluation PR practitioners. You will gain an understanding of the impact of social media monitoring on organisational culture and how social media monitoring can add value. You will also develop an ethical stance for effective social media monitoring practice. Communications and Employability Skills This course adopts a blended learning style. In addition to traditional teaching methods which focus on the key elements of the successful presentation, the activities are student-led and participative in order to inform the learning process. The course is designed to encourage you to share preparation and practice and to provide a vehicle for meaningful reflection on career opportunities. International Brand Management This course identifies the factors determining successful branding and explores the importance of cultural contexts in branding. By recognising the trends and development of corporate and product branding, the course introduces the concepts of ethics and corporate social responsibility in brand values. In addition, it incorporates brand management strategies through simulation gaming. This will encourage you to explore the interaction of segmentation and positioning strategies while maintaining a portfolio of brands in a competitive market. Business Strategy Simulation This course looks at the interaction of different forces at play in the decisionmaking process in the workplace. As a student on the marketing communications

6 programme, you will be encouraged to avoid compartmentalised decisions and to take a holistic view of the business so you can better appreciate the environment in which marketing decisions are made. You will consolidate your knowledge through a role play exercise designed to encompass all aspects of management (strategy, production, human resource management, finance and marketing). Measuring Advertising Effectiveness This course demonstrates how advertising research is used in advert and campaign development and how campaign effectiveness is measured using analytic techniques. You will be introduced to principles of ethics in advertising research and statistical practice, and will explore the ways in which knowledge and application of campaign effectiveness through quantitative analysis and interpretation are essential in evidence-based campaign planning. Negotiation in Marketing and Communications One of the critical elements in communications is the way in which individuals and/or groups can use interpersonal skills to frame and implement successful negotiation outcomes. This course will help you improve your capacity to negotiate. It will take you from an introduction to sales and negotiation, through an examination of schools of thought, psychoanalysis and cognitive behaviour. An exploration of practical tools and tactics will enable you to put theory into practice and become a better negotiator. You will be encouraged to develop and communicate convincing arguments, to think laterally in order to overcome problems, and to prepare appropriately designed response strategies. New Media Marketing This course will give you an understanding of the economic drivers of the Internet and new media services and their impact on traditional business models and the creation of new business models. It looks in detail at the way that new media marketing enhances existing offline or legacy operations as well as the creation of new online businesses. A special focus of the course is on recent online developments and the growth of social media. The implications for marketing and communications by organisations in this emerging environment are considered in the context of appropriate theoretical frameworks. Public Relations and Sponsorship This course demonstrates the importance of integrating public relations and sponsorship with other elements of marketing communications. It looks at the nature of PR both as a subject and discipline in its own right and as an integral part of every manager s job. It explores the social and ethical status of effective PR practice and analyses methods used by PR practitioners and this will give you an understanding of the social responsibilities of organisations and how PR can foster them. The Future of Marketing and Agencies This course examines the relationship between agencies, media owners and marketing clients and the influences on these relationships. You will understand the ways in which this relationship is changing and where added value lies. You will explore how the rise of procurement, international consolidation and digital technology is changing the business-tobusiness relationship and how consumer

7 empowerment through social media is rewriting business-to-consumer rules, with important effects on the agency agenda. Dissertation The dissertation is an extensive research project. The subject should arise from your own personal area of interest and in discussion with the appropriate members of academic staff. It may be taken from any topic within the area of study. Work Placement The work placement is an obligatory part of the programme and may be carried out in any country for a minimum of four months. It may be waived under certain conditions, depending on your prior professional experience. Career opportunities Graduates from this programme will be equipped with the skills and knowledge required to pursue roles as marketing/ marketing communications managers, brand strategists, social media strategists, corporate media executives, marketing research managers or marketing/ communication consultants, and for many other careers. Potential employers include a wide range of multinational companies, and non-government and public sector organisations, as well as consultancies. Teaching and assessment You will be assessed using a wide range of methods, namely individual and group presentations, tests, reports, essays, article reviews, examinations and a project. Key facts Attendance: 1 year full-time Entry requirements: You should have: A good-quality relevant undergraduate degree from a recognised university or higher education institute. We welcome applications from candidates without a first degree with a minimum of three years relevant marketing experience and professional qualifications (CIM Diploma or equivalent). If you were educated in a language other than English and/or in a country where English speakers are in a minority, you should have a minimum IELTS score of 6.5 (with a minimum of 5.5 in each skill) or an equivalent rating in another Secure English Language Test. If you have an overall IELTS score of 5.0 or 5.5, you can undertake one of our five- or nine-week pre-sessional English programmes designed to help you improve your academic English before starting your degree studies. How to apply: Applications to postgraduate programmes should be made online at gre.ac.uk/apply. There is no closing date for applications to postgraduate programmes, but many fill up quickly, so you are advised to apply early. You do not have to wait for first degree or other examination results. Financial information For information on tuition fees and financial help, please visit gre.ac.uk/finance.

8 Your next step University Open Days are held several times a year. They include a programme of talks and offer you the opportunity to speak to staff and students. You may also be given a tour of the campus. Dates can be found at gre.ac.uk/opendays, or contact the Enquiry Unit or International Office for further information. Why not sign up as a Greenwich VIP and create your own Greenwich web page, personalised to your choice of programme and interests? Becoming a Greenwich VIP is a fast route to ordering our publications, booking a place on an Open Day and finding out more about the university. You can also receive text and alerts, and enter our online competitions. Please sign up at gre.ac.uk/study. Department of Marketing, Events & Tourism University of Greenwich Greenwich Campus Old Royal Naval College Park Row London SE10 9LS For further information To find out more about studying at the University of Greenwich, please visit greenwich.ac.uk. UK students Enquiry Unit Telephone: Fax: International/EU students International Office Telephone: Fax: This document is available in other formats on request University of Greenwich, a charity and company limited by guarantee, registered in England (reg. no ). Registered office: Old Royal Naval College, Park Row, Greenwich, London SE10 9LS Every effort has been made to ensure that this leaflet is as accurate as possible. However, the university reserves the right to discontinue any class or programme, to alter any programme or to amend without notice any other information printed here. D E November 14

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