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Marketing Masters Programmes

 At the University of Strathclyde Business School in Glasgow

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Masters in Marketing (Part-Time in UAE: Dubai and Abu Dhabi NEW)

Many organisations undervalue the impact of marketing in their strategic objectives. This MSc in Marketing programme has exposed me to various facets of how marketing is important to an organisation. I have progressed in my career within just one year of starting the programme, and it has helped me become more involved in high level projects within my organisation.

Omolola Adewoyin, MSc Student.

Photograph of Dubai Programme Structure and Content

The course offers a comprehensive introduction to all aspects of contemporary marketing theory and practice.

The programme is fast-paced, intensive and varied. The first stage of the MSc in Marketing is dedicated to the study of four core modules, designed to provide the student with a rigorous introduction to business practice, the fundamentals of marketing strategy, the essentials of buyer behaviour and a guide to designing and implementing marketing research.

 Stage 1: Core Modules & Group Marketing Project

1. Strategic Marketing  (20 credits)

Management Develops an understanding of the key concepts and frameworks in strategic marketing management and the implementation of the marketing mix across a variety of environmental contexts.

2. Consumer Behaviour  (20 credits)

Provides an understanding of the main theories of consumer behaviour and the application of these in the development of successful marketing strategies.

3. Marketing Research  (20 credits)

Gives an appreciation of the importance of marketing research, the research process and the approaches and techniques most commonly used.

At the beginning of Stage 1 students will participate in an orientation session which will develop key skills designed to enhance their learning experience.

4. ‘Marketing Works’ – the Group Marketing Project  (20 credits)

One of the most popular features of the programme is the live marketing project known as ‘Marketing Works’. Students have the opportunity to act as marketing consultants to organisations on real-life marketing projects. This experiential learning allows students to implement the theoretical elements of the programme in dynamic and innovative ways. Operating in groups, students work with an organisation on a marketing project specific to the needs of the organisation.

Projects will be carried out for local and international companies operating in the UAE and the Middle East region. The ‘Marketing Works’ project is worth 20 credits and runs at the same time as the latter two core modules.

In addition to the above core classes, there are also two classes covering 'Key Skills' and 'Dissertation Skills', each of which is worth 10 credits.

 Stage 2: Elective Modules

The second stage offers students the opportunity to choose a range of subjects tailored to individual interests. The range of elective modules on offer reflects the Department’s extensive interests in most facets of marketing. Students choose four elective modules (10 credits each) from a range on offer which will vary from year to year.

Electives (examples of electives that may be offered)

 

  • Brand Management and Strategy

  • Business-to-Business Marketing

  • Contemporary Consumers

  • Critical Marketing

  • Customer/Business Metrics

  • Customer Management

  • Customer Led E-Marketing

  • Entrepreneurial Marketing

  • Export Marketing

  • International Channel Management

  • International Product Innovation

  • International Services Marketing

  • Integrated Marketing Communications

  • Sector Studies – Italian Style Marketing

  • Social Marketing

  • Sports Marketing in a Global Context

  • Retail Marketing Management

  • Destination Marketing and Management

  • Food, Beverage and Society

  • Hospitality and Tourism Entrepreneurship

  • Tourist Behaviour

  • Service Encounter Management


 Stage 3: Dissertation

The dissertation provides an opportunity to study, in depth, a specific marketing problem in an area of personal interest. Dissertations typically involve literature reviews, followed by case studies of individual companies, or small scale primary research. This provides scope for originality of thought, research fieldwork and analysis, and presentation of results. The dissertation also provides programme participants with the opportunity to work on a topic that may be relevant for their respective companies. In preparation for the dissertation, an intensive session is taught early in the programme and covers all aspects required for a successful submission.

The dissertation is worth 60 credits and commences once students have completed their core and elective modules, together with the ‘Marketing Works’ project.

The content of the programme was macro and strategic with a focus on how a Marketing Director can add value and see the bigger picture within an organisation.’

Jane Purser, Business Executive, DLA Piper
Hong Kong MSc Graduate.

 Programme Delivery

All modules are delivered in a classroom setting through intensive seminars by academic staff from the University of Strathclyde.

 Learning Support Package

A comprehensive support package is provided to enhance students’ learning and to ensure maximum student benefit during their period of study. This package includes:

  • Support sessions which will take place on the campus in the UAE to further develop the themes explored during intensive seminars and provide guidance to students on the assignment for each module

  • Essential texts for all core modules

  • A dedicated computer lab for Masters students, containing the latest in PC technology

  • Seminar rooms used exclusively by Masters students on the University of Strathclyde Business School UAE campus

  • A well established virtual learning environment (VLE), developed by the Marketing Department and accessible to programme participants via a standard web browser providing access to a large number of tools and resources such as discussion boards and chat rooms, private messaging and other interactive communication features

  • Photograph of DubaiDatabases of full text academic and business articles including ABI/Inform Global, Business and Industry, Emerald, Keynote reports and LexisNexis (these resources are available ‘24/7’ with access from any internet service – students may use their own home-based broadband service and/or the computer facilities provided at the UAE campus)

  • Library resources on the UAE campus for reference or loan

  • Wireless internet facilities in all lecture theatres and seminar rooms

  • Designated counsellors on both the UAE and Glasgow campuses

  • A student/staff consultative committee providing an effective mechanism for student feedback throughout the year

 Learning Assessment

Assessment methods vary between core and elective modules. Assessment for core modules is normally one three hour examination worth 60% and assignments (e.g. projects, presentations, essays and/or reports) worth 40%. Elective modules have no examination and are assessed in a variety of ways using assignments.

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 Masters in Marketing (Part-Time in UAE)

What is the MSc? / Structure and Content / The Department /
Studying in the UAE / Entry Requirements

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