MSc Marketing Innovation develops students'; marketing capabilities relating to the strategic and creative process of leading and managing innovations through to commercialisation and beyond. Students explore innovation as it pertains to existing products and services, focusing on the knowledge and skills required to ensure the continued success of brands and organisations in the marketplace. Students explore the areas of idea generation and innovative data collection methods and examine how insights derived from consumer research can aid the development of creative and effective marketing strategies. In addition, the programme fosters a detailed understanding of the design, development and management of new product and service innovations and explores how to create an engaging brand presence in an increasingly complex media landscape. The programme focuses on developing innovative and responsible marketing professionals capable of driving strategic change. The programme balances theoretical content with practical techniques for the application of theory to current issues in marketing. The theory is informed by leading research and practice in the field.
- Principles of Responsible Management
- Consumer Culture and Communication
- Marketing Research and Analysis
- Contemporary Issues: Marketing and New Media
- Strategic Marketing Management
- Research Methods in Business
- Business Consulting
- Enterprise and Small Business Management
- International Business Communication
Learning and Teaching
A wide range of teaching and learning methods is used including student-led discussions, debates and presentations, workshops involving a variety of active learning activities, independent study, web-based activities and lectures. Theory and practice are integrated and students are encouraged to capitalise on their current and/or prior experience. A focus of the programme is the development of students’ capacity to apply the necessary skills to solve real-life problems in marketing and management environments.
Career opportunities include roles in product and marketing management, brand management, communications, market research, and online marketing within the private and public sector. The programme also provides a foundation for undertaking a consultancy role or continuing academic work at PhD level.
Normally a first or second-class Honours degree in marketing or a related business discipline. Students who have achieved professional marketing status and hold full membership of CIM and appropriate Level 7 qualifications such as CIM Chartered Postgraduate Diploma in Marketing (or its international equivalent) are eligible for entry on to the MSc with advanced standing. Accredited prior certificated learning (APCL) may be available to suitably qualified applicants up to a maximum of 100 credits. The
remaining credits (depending on entry qualifications) will consist of 40 credits of independent study and a minimum taught component of 40 credits, which must include 20 credits of Research Methods in Business.
If English is not your first language: IELTS 6.5 (including 6.5 in academic writing) or a TOEFL score of 575 (paper-based) or 232 (computerbased) or equivalent.