Studying our MBA (Marketing) course will equip you with the in-depth knowledge and skills in general management with a specialised marketing focus including in areas of digital analytics, online customer experience and strategic marketing management. To prepare you for today’s digital age, our unit in Digital Analytics and Online Customer Experience will allow you to recognise the importance of digital analytics in the current business landscape to make data-driven decisions. As companies increasingly rely on digital channels, you will develop the skills to use a range of analytics tools and techniques to collect and analyse data. Based on this analysis, you will gain insights into customer behaviour and as a result, learn to optimise websites and digital marketing strategies that drive business growth and profitability. You will explore the online customer experience and use this to inform the management of customer relationships.

Building on this, you will develop an understanding of the principles of Strategic Marketing Management by exploring the various marketing techniques used for effective decision-making alongside current market trends and the competitive landscape. You will develop critical thinking skills and problem-solving abilities to analyse and formulate marketing strategies. At the same time, you will adopt a customer-centric approach to understand their needs and preferences. Other key elements you will explore include competitive advantage, branding and product differentiation used to maintain a strong business position in the market.

Through incorporating insights from business ethics, sustainability studies and organisational behaviour, you will develop a holistic view of Responsible Leadership and Sustainable Management. In this unit, you will explore contemporary global leadership challenges based on real-world case studies while applying the principles of ethical decision-making and effective stakeholder engagement. This relates to our unit in Strategy: Analysis and Practice where you will be equipped with the practical knowledge of strategic management which you can use to execute effective strategies against business challenges. Working with real-world scenarios created using strategic simulations, you will learn to critically evaluate data sources and industry information to practice making informed strategic decisions in a controlled environment.

Finally, you will complete an MBA Applied Project that will allow you to integrate your knowledge and understanding of business and management with an opportunity to work on a live consultancy project relevant to your specialism in marketing. You will work with an academic lead to apply your research and enhance management and business practice through independent, work-based consultancy. Throughout the course, you will also have the opportunity to work on business, project and consultancy reports to demonstrate your critical thinking abilities, as well as an e-portfolio where you can showcase your progress and skills such as through business simulations. In addition, you will be able to combine your learning with our diverse extra-curricular activities from guest speaker sessions, exhibition visits and entrepreneurship events.