Aimed at graduates from a general business or management-related discipline, the programme aims to produce critical, reflective marketers and emphasises the integration of theory and practice with the skills and knowledge required by employers.

Knowledge and understanding

By the end of the programme, students will be able to:

  • Critically evaluate the key analytical frameworks and tools used in marketing
  • Apply key marketing theories, frameworks and tools to solve Marketing problems
  • Utilise information of a firm's external and internal marketing environment to identify and prioritise appropriate marketing strategies
  • Exercise critical judgement through engagement and reflection with existing marketing literature and new developments in the marketing environment
  • Critically evaluate the marketing function and the role it plays in achieving organisational success both in commercial and non-commercial settings
  • Evaluate and act upon the ethical and environmental concerns linked to marketing activities

Graduate attributes

By the end of the programme, students will be able to:

  • Identify, define and analyse problems and identify or create processes to solve them
  • Exercise critical judgement in creating new understanding
  • Critically assess existing understanding and recognise the need to regularly challenge all knowledge
  • Identify and apply new ideas, methods and ways of thinking
  • Respond effectively to unfamiliar problems in unfamiliar contexts
  • Advance reasoned and factually supported arguments effectively in written work and oral presentation
  • Work effectively with others, capitalising on their different thinking, experience and skills
  • Identify and evaluate social, cultural, global, ethical and environmental responsibilities and issues
  • Demonstrate skills in time management