MSc Marketing & Strategy

This module aims to develop a greater understanding of how to foster an innovative work environment. In this module the role of the leader will be examined as he/she facilitates innovative ventures by identifying and defining problems worth pursuing (where potential payoffs justify risks), creating a context that allows for multiple parties to work together in generating viable ideas (those with a chance of successful implementation) and managing the context of idea development and fielding – to ensure that viable ideas are likely to be adopted in the marketplace. This module also aims to understand how to develop leaders for innovation.

 It is further aimed to develop an understanding into issues such as:

•  Why is innovation important (especially now)?
•  What makes a leader more or less successful at leading for innovation?
•  What is the role of the team in the innovation process?
•  How might leading for innovation vary by domain (i.e. IT, marketing, etc)?
•  How can crowdsourcing be used to foster innovation?

Understand the wider institutional location of business activity within the polity and the society. The module puts particular emphasis on corporations’ responsibilities in global society and discusses key governance issues related to this agenda. Firms will be seen as both 'takers' and 'givers' of governance and regulation in a variety of formal and informal ways. The module is not a traditional course in business ethics but explores the influence of the non-market environment on businesses’ strategies and operational practices and will confront some 'critical issues' topics.

The module aims to provide training on methods that aid decision-making when managers face an uncertain future. The module covers methods for short-term and long-term forecasting of product demand and macroeconomic variables. The module discusses how forecasting aids decision-making.

This module introduces you to the ways in which economists and psychologists have used behavioural theories and experimental methods to provide extensions to, or alternatives to, the conventional economic wisdom described in the Fundamentals of Economic Behaviour module. It will examine recent cutting-edge research, and consider the implications of that research for individual decision making, the operation of markets and public sector policy making.

This module gives participants theoretical and practical knowledge about applying Artificial Intelligence in real-world business and managerial environments. Participants will explore the different types of Artificial Intelligence, they will discover how they are developed, they will discuss their implication on jobs and tasks and tackle the ethical and environmental challenges associated with it.

The principle aims of the module are to:

• Gain with a practical and theoretical understanding of how the financial services industry has been transformed through the adoption and use of digital innovation and information technologies
• Familiarise yourself with the key technical, procedural, and business aspects of relevant financial technologies and FinTech innovations
• Get with the right mix of technical and business skills to manage IT change in a highly complex and distributed but also competitive setting in finance
• Learn how recent developments in fintech, paytech, regtech, and insuretech (e.g. open banking, blockchain and shared ledger technologies, cryptocurrencies, artificial intelligence, security, etc.) will affect the future of finance.

Examine traditional and new marketing communication tools in the context of marketing strategy and how these can be best utilised for different audiences in different contexts. Examine brand strategy through the concept of brand equity and examine models for measuring and managing this core area of marketing practice. 

Challenge thinking about the underlying principles of marketing by exploring aspects such as customer experience (CX), servitisation, service innovation and user experience (UX). Develop knowledge of how consumer needs and expectations translate into activities to enhance the customer experience and add value. 

You'll develop knowledge of international contexts and how these allow organisations to enhance customer experience, as well as understanding how to assess customer expectations in context and to develop and deliver activities that meet those expectations. Further to this you will develop understanding of effective monitoring and measurement techniques that improve customer experience.

The digital landscape is evolving and it is essential to understand the opportunities and challenges presented with the use of digital platforms and technologies. Develop a comprehensive insight into the practices of digital marketing and strategy. Develop knowledge-based skills linked to marketing, strategy, research and tactics. Examine the strategic underpinnings of digital implementation and market disruptions. Critically examine prevailing digital trends such as social media, search engine optimisation, viral marketing, virtual reality and artificial intelligence.

This module will provide you with the theoretical foundations, appropriately supported by real-life examples, to help understand how global business works today.

Anyone who follows the news will immediately understand the importance of global business and how it has become central to decisions made by governments and their regulators. The trade conflict between the US and China, all the problems for global businesses (as well as the people of the UK and Europe) arising out of Brexit and the potential disruption to global supply chains for companies as diverse as car manufacturers and financial services. Furthermore, environmental crises and disruptions come in various forms: economic recessions, disease outbreaks, as well as terrorist attacks – many of which cannot be easily predicted and impose numerous non-trivial costs on firms, particularly MNEs due to their multimarket exposures. At the same time, MNEs are accused of behaving irresponsibly in their quest for global market growth, which is likely to impose further costs on these firms.

By the end of the module, you will be able to dig deep into these news headlines and gain real insight into the issues in order to discuss how MNEs can build sustainable business models in today’s global business environment.

Discover the process of product creation, from ideation through to commercialization and the successful implementation of its introduction into the marketplace.

This module will:

• Provide you with an opportunity to examine different concepts and methodologies for generating ideas and design thinking
• Hone your critical thinking skills by looking at the value, use and effective application of design thinking ideas in organisations
• Enable you to turn your ideas into viable business plans
• Develop your skills in selecting the appropriate target for design thinking interventions
• Develop your research skills to analyse effective product marketing
• Develop your awareness of the commercialisation process of innovative ideas
• Gain an opportunity to develop practical managerial skills, including decision making, commercial awareness and project managerial skills.

From the shop-floor to the board-room the ways individuals and teams employ digital technology to execute strategy can make the difference between success and failure. Using the latest strategy learning techniques used in leading firms and consultancies (business simulations, interactive workshops, live video case studies, apprentice-style challenges), this module will take you on a learning journey. At the end of the module, through analysis and immersion in real-life strategy situations, you will develop a toolkit to help you grow as a competent strategist and deal with agile transformations. These skills are essential for a career in consultancy or strategy roles.

This module will:

• Allow you to critically discuss a selection of current issues in digital strategy and agile transformation
• Enhance your critical thinking and creativity in individual and group settings
• Develop your skills in analysing complex, real-life strategic problems.

Exposure to the global economy brings new ideas, technologies, and management practices to a business. Whether looking to build a new plant, sell to a new market or find global business partners, exploiting opportunities in new markets or regions poses fresh challenges.

Many of those challenges arise from the different business environment that's present in countries around the world. What does an understanding of economics tell us about which countries and regions will see markets develop quickly in the medium term? Which governments act in ways that pose macroeconomic risks and which do not? How can resources and intellectual property be managed effectively? Which economic theories offer strategies to foster talent and help staff respond to new opportunities?

The patterns of world trade and the responses of governments have always been in constant flux. Businesses can't rely on traditional markets in the medium- to long-term. The pandemic has disturbed even the recently-established patterns of global economic growth. Strategic business decisions require an appreciation of the economic thinking that underpins these new patterns of growth and the changes in international finance that support them.

This module will provide real world examples and case studies to illustrate how economic thinking helps businesses make the most of new opportunities, while managing the risks associated with expansion into new markets and regions.

The module has been developed for business and management students across the WBS MSc portfolio and draws on ideas and research from macroeconomics, microeconomics, international finance, business strategy and development economics. No previous experience of economic analysis is required.

Incorporating an innovative and exciting team business simulation, you’ll gain an understanding of each business function through a series of real-world play activities, and learn to evaluate business performance through various functional dimensions.

You’ll replicate how a team would work together in a real business, giving you a chance to put all of the learning from your MSc year into practice. Following the simulation you will complete an Individual Reflection and a Business Analysis.

If you select the dissertation route you will work with an allocated academic supervisor and research a topic relating to Marketing & Strategy. The module is assessed by an 8,000 word formal dissertation. 

The module will allow you to synthesise, apply and extend the knowledge you have gained in the taught component of the course. The investigation of a contemporary research topic will help to develop your theoretical and practical understanding of current problems in your pathway area, as well as your research and communication skills. Emphasis will be placed on taking a critical approach to the assumptions of prior literature and the methodologies you adopt to address your research question. Lectures will also cover the basics of selecting research methods for your proposal.