Upon successful completion of this programme the graduate will be able to demonstrate... :
Knowledge - Breadth
An in-depth knowledge of marketing theory, principles, processes and techniques, and their application in business and not for profit organisations.
Knowledge - Kind
The connection between operational, tactical and strategic marketing insight across varied sectors.
Skill - Range
Techniques of planning and managing the marketing function in an increasingly digital environment, controlling marketing operations, brand development and brand management coupled with skill in planning and managing sales activities through personal and organisational effectiveness.
Skill - Selectivity
Ability to identify market opportunity, select target markets, exploit new digital platforms and design an appropriate marketing mix,to apply financial techniques and analysis to marketing,to employ empirical data effectively to aid marketing decision-making.
Competence - Context
Ability to apply marketing theories across a broad range of business environments and to critically formulate and evaluate relevant options and solutions in a variety of marketing contexts with an understanding of the sales/marketing connection.
Competence - Role
Ability to contribute positively both autonomously and as a member of a team and to work ethically and professionally with the capacity for innovation and supervision
Competence - Learning to Learn
Ability to identify and address continuous learning requirements at a personal and professional level in recognition of the transience of applied skills; the graduate will be open to change and will be willing to engage with new developments and practices in marketing and sales
Competence - Insight
Skill to undertake marketing and sales in a socially responsible manner, conscious of the effects of marketing on consumer well-being, the environment and the earth’s resources, and the ability to balance this with the drive for business growth and profitability.