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Postgraduate
Diploma - Management & Marketing
(Term 2: January - April)
Marketing is recognised as fundamental
to the success of business
and non-business organisations.
Successful organisations achieve
their profit and other objectives
by satisfying customers better than
the competition. This is the essence
of the modern marketing concept.
The Marketing pathway will provide
students with a thorough understanding
of the marketing discipline, developing
competencies in the selected taught
areas of marketing activity.
At Diploma level you will complete
four modules:
Strategic Management
& Organisational Dynamics:
This module explores the role of strategic
management in relation to the nature of
organisational decision-making and the
effective management of organisations.
The student will be exposed to the language
and particular models through
which strategic management is currently
practised. Critical evaluation of under-standings
of strategic management will
be made through recognition of those
dynamic forces which can act to subvert
more rational decision-making and implementation
procedures. The implications
of such a critique will be explored in
regard to issues of management style,
change and control in organisations.
Customer Relationship
Management:
The aim of this module is to enable you
to evaluate, compare and recommend
appropriate customer relationship approaches
for specific marketing situations.
It provides a comprehensive exploration of
the philosophy and practice of Customer
Relationship Management, which plays an
increasingly important role particularly
in the retail and financial services sectors.
Integrated Marketing
Communications:
The aim of this module is to develop your
understanding of individual elements
of the marketing communications mix
and an appreciation of how to combine
these to create integrated marketing
communications campaigns. You will be
introduced to frameworks that support
the process and consider how external
agencies can be used to enhance the
efficiency and effectiveness of the
communications effort.
International Marketing Strategy:
The aim of this module is to explore the
diverse range of activities that comprise the
international marketing management role
in order to enable students to appreciate
the major differences between national
and international activities. Students will
also develop an understanding of applying
marketing techniques in countries other
than their own.
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