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Birmingham Business School MSc Strategic Marketing and Consulting It's unique! A distinctive feature of the programme is the use of consultancy projects as a vehicle for learning and as a means of developing valuable personal skills for marketing and consulting careers. The Programme The Programme MSc Strategic Marketing and Consulting has been designed for recent graduates and practising managers who are already familiar with basic marketing concepts. The programme will enable students to develop advanced knowledge and understanding of current challenges facing marketers, and to deepen their insights in the theory and practice of specialist aspects of marketing. The programme is supported by Accenture, the global management consulting, technology services and outsourcing company. Birmingham Business School University of Birmingham Birmingham Business School University of Birmingham Business education was pioneered in The University of Birmingham is a major Birmingham, with the UK's first Faculty of institution of research and academic study with Commerce established in 1902. an international reputation for excellence. The University is located in the pleasant residential The school is accredited by EQUIS, and many suburb of Edgbaston, only 5 kilometres from of our programmes have individual professional the city centre. Birmingham is a campus The opportunity to apply my accreditation (for example, AMBA, CIM CIPD, University with facilities focused on a large, ICSA and CIPS, to name but a few). single, spacious parkland site. marketing knowledge to real client projects has been an We employ over 80 lecturing and research staff The size of the University means that students extraordinary experience. - many internationally recognised authorities in in the Business School have access to a vast their fields. As well as contributing to academic range of academic and recreational facilities. Florian Dittrich, MSc Strategic debate worldwide, our faculty are consulted by The University Library is one of the largest in the Marketing and Consulting student, the media, industry and Government on a range UK and extensive data retrieval and computing 2009-10, Germany of issues. We attract applicants from around the facilities are available. Sports facilities include world and typically have students from over 60 a campus Sports Centre and pitches for rugby, countries on our programmes. soccer, hockey and cricket and an all-weather athletics track. The University provides extensive high quality en-suite student accommodation on, or near campus. Birmingham Business School MSc Strategic Marketing and Consulting Programme Structure: Teaching Methods and Assessment: The 12 month programme starts in late You will experience a wide variety of teaching September beginning with an intensive methods - lectures, seminars, workshops, induction week. You are introduced to case study sessions and computer simulation postgraduate study skills and effective team- exercises. Most of the modules are delivered by working while Accenture consultants give you our renowned faculty, but we also bring in a taste of the challenges and excitement of guest lecturers to teach specialist aspects marketing consultancy. of the programme. In 2009-10 we had contributions from consultants from a range of The first three modules underpinning the organisations including Accenture, Synovate and programme cover Contemporary Issues in 20|20. Strategic Marketing, Marketing Analytics and Strategic Management. You complete a further You will have around 12 hours of teaching per two compulsory modules, namely the Business week, and the remainder of your time will be spent Strategy Simulation and Consultancy Skills and on reading, research and writing your Practice. These are practical and dynamic, assignments. designed to enhance your strategic thinking and implementation skills. In 2009-10 for the Assessment is through a combination of Consultancy Skills and Practice module, coursework and exam and some modules will students worked with DSG International, one of require you to participate in various group work Europe's leading specialist electrical retailing such as research projects, presentations and groups. reports. Between January and March you choose a In addition to developing consulting skills, range of specialist electives to deepen your on the programme you will enhance your understanding in particular areas of marketing. analytical capabilities, critical thinking skills, Elective choices for 2010-11 are shown below. communication skills and your ability to use IT to support marketing analysis and The final part of the programme consists of a decision-making. Part of your skills training second consultancy project with a UK or may include an off- campus residential overseas company or a research dissertation. course This is individual, constituting one third of the assessment for the MSc degree. Late September Induction Programme (one week) Pic to follow Core Modules October - December Contemporary Issues in Strategic Marketing Marketing Analytics Strategic Management Christmas Break January (one week) Exams for Semester 1 January - April Core Modules I would recommend the Consultancy Skills and Practice Business Strategy Simulation programme to anyone who wants Research Methods for Dissertation to enhance their grasp of Elective Modules*: Choose 2 or 3**: marketing and their skills for the Strategic Brand Management; job market. Marketing Communications; Product and Innovation Management; Services Marketing; Eleanor Scott, MSc Strategic Marketing Strategic Environmental Sustainability; and Consulting student 2009-10, UK Business-to-Business Relationships; Retail Marketing Easter Break May - June Exams for Semester 2 July - September Dissertation or Consultancy Project *Please note that the range of electives available may change each year **Depending on whether you choose 10 or 20 credit modules Birmingham Business School Business School MSc Strategic Marketing and Consulting COMPULSORY MODULES Contemporary Issues in Strategic It is designed to be fully integrative and It aims to provide students with the ability Marketing develop each student's confidence in their to determine the appropriate us of This module builds on students' prior ability to analyse information and reach quantitative and qualitative methods, and knowledge of basic marketing concepts justifiable conclusions. the capability to perform analysis of and develops a strategic orientation to quantitative and qualitative data. their thinking as well as a critical Consultancy Skills and Practice Workshops are used to facilitate the awareness of the latest challenges facing This is a practical and innovative module, delivery of research methods concepts. marketing professionals and how involving training in consultancy skills and organisations are responding. The the implementation of a group-based ELECTIVE MODULES module reviews key principles but is also consultancy project with a real client. You issues-based and case-based with a will be taught the nature of consulting, Strategic Brand Management flexible curriculum to respond to, and how to conduct research, how to manage debate, contemporary marketing a project, how to negotiate with clients, In an increasingly technological age where developments, but within a structured how to manage risk and how to manage consumers are evermore brand savvy, framework. Specific content is influenced effective client relationships. After this developing, nurturing and maintaining a by the agendas of the marketing training you will embark on your own successful brand is crucial. This module profession, major industry developments consultancy assignment with a UK makes use of current theory and practice and the agenda of leading marketing company and work through the entire to explore the nature of brands, the stages academics. consultancy process - from receiving the involved in building and sustaining client brief, developing the proposal, powerful brands and the process of negotiating deliverables, managing and evaluating brand performance. Marketing Analytics This module is concerned with the completing the research, presenting the results, and ensuring a satisfactory Marketing Communications processes of research and analytics that outcome for the client. In 2009-10 This module examines the theories, can help marketers understand their students worked with DSG , one of principles and practice of integrated customers and competitors and measure Europe's leading specialist electrical marketing communications. This is the impact of marketing decisions. You will done against the dynamic, fragmented explore the traditional techniques that can retailing groups and in previous years st and diverse backdrop in which 21 be used to gather customer data and clients have included Reckitt Benckiser, century marketing communications market intelligence, but also the ways in Aston Villa Football Club, Jaguar Cars. must operate to engage its varied which new technology, databases and the audiences. The role and applications internet can help us understand and Business Strategy Simulation of marketing communications are respond to customers more effectively and This module replicates the dynamic nature discussed alongside the processes of planning, developing and evaluating efficiently. Assessment in 2009-10 of strategic management, using a marketing communications included developing an online strategy for business simulation to blend theory with campaigns. The module also Sheffield Steelers Professional Ice Hockey practice. Students are tasked with examines the issues of ethics and the Team based in the UK. directing and expanding a business, from inter-relationships between marketing research and development to the communications, culture and society. Strategic Management introduction of new and improved products Strategic Management has changed from and the search for new markets. Through Services Marketing budgeting and prescriptive planning into the simulation, students appreciate the Many developed economies are dominated an emergent process, more accurately contribution of different functions in by services, and service organisations conceptualised as strategic thinking. The creating value for the customer and require a distinctive approach to marketing world has become more dynamic and advantage over competitors, they strategy. The module will explore the complex and this requires managers to experience the realism of making business characteristics of services and service develop real understanding and insight in decisions and develop their skills in image dimensions, and how these impact terms of the characteristics of their strategy formulation and implementation. on marketing strategy. You will study how organisation within the context of its organisations manage the service process, environment. This module focuses initially Research Methods for Dissertation service encounters, internal marketing, on the strategic audit process covering The module aims to provide a fundamental employees, and the positioning, external and internal analysis, and then understanding of the concepts of research communication and pricing of services. explore a wide range of strategic options, for academic dissertations, including the before examining the formulation, various research philosophies, the range evaluation and implementation of company of approaches to research design and the strategies ethics of research. Birmingham Business School MSc Strategic Marketing and Consulting Examples of consultancy based THE FINAL PROJECT/ dissertations Retail Marketing DISSERTATION • Store design (20|20 design This module examines the marketing agency). environment facing modern retailers, In the Summer Term students complete • Brand awareness and perceptions explores the drivers behind industry their exams and then turn to their final change in developed economies and the (Wyatt Advertising). major dissertation. Most Masters degrees aspects of marketing that present • A brand audit (ChemTrend USA). require students to complete a major particular challenges for retailers. The • Competitor analysis (TRW). dissertation - a 12,000 word assignment module will focus on strategic and • Online marketing strategy (Just that involves the application of research operational aspects of retail marketing, Say Please Group). methods and the collection, analysis and including location analysis, retail buying, • Consumer behaviour in the lingerie interpretation of data. You will be trained in retail service operation, merchandising market (Faveo). and retail branding. research methods throughout the year, • Online marketing strategy and will receive instruction in how to (Hobbs). develop a research proposal, how to Product and Innovation Management conduct a literature review, how to collect Whether large or small, manufacturing or Examples of independent research both quantitative and qualitative data and service, consumer or industrial products, dissertations how to analyse and interpret the data private or public sector, organisations are • The implications of social obtained. You will be supervised by a increasingly realizing the importance of the networking sites for brands and member of our academic faculty or an management of innovation in developing a advertisers. external expert. competitive edge for the tangible or • The role of mobile phones in the intangible products they offer. This module marketing communications mix. On the MSc Strategic Marketing and explores the role of product and innovation • An examination of franchising and Consulting programme you will have a management, the stages of the innovation concessions as alternative routes to choice of two options for your Summer process and relevant pricing, growth for fashion retailers. Dissertation. Students who perform well communication and distribution strategies • An examination of the impact of in semester one and in the module for highly innovative products. music on consumer perceptions of Consultancy Skills and Practice can opt to retail store environments. undertake a marketing consultancy project Strategic Environmental • An examination of experiential for a business client and use this project Sustainability marketing events (eg. Nike's Run) as the basis of their dissertation. This module takes a complementary and their contribution to brand Alternatively you can do an independent approach, and builds on existing marketing, engagement research dissertation on a marketing topic management and strategy modules. It of your choice. Some students prefer to incorporates explicit environmental and sustainable perspectives to understand how choose a research dissertation because it management can operate at a new level to gives them more freedom in the choice of include cradle-to-cradle environmental topic. Other students prefer to undertake principles and meet the challenges of a consultancy project because it adds a managing businesses in a resource- further company experience to their CV constrained world. Consideration will be and also helps develop additional given at corporate, competitive and personal skills. functional levels and in particular the implications for marketing will be examined. Business to Business Relationships For any firm to have a productive and profitable existence it needs to interact with other firms. This interaction occurs both in terms of the firm's activities as a buyer of inputs into its production process, and as a seller of goods or services it produces. This module explores the nature of buyer- supplier and seller-buyer relationships and the implications for business to business marketing. You will also be introduced to the key operational issues that flow out of attempts to manage these relationships. Birmingham Business School MSc Strategic Marketing and Consulting Career development Entry requirements Accenture Throughout the programme we will help Applicants for the programme require The MSc Strategic Marketing and Consulting you develop the skills that will be beneficial either (1) a good undergraduate honours programme is supported by Accenture, the when applying for marketing positions after degree in a relevant subject or (2) a good global management consulting, technology graduation. We organise careers workshops undergraduate honours degree in any subject services and outsourcing company. to help you develop an impactful CV and to together with two years relevant work Consultants from Accenture attend throughout perform well at interviews and assessment experience. Applicants also require a the programme, but in particular run a one centres. Students from our postgraduate minimum proficiency in English - equivalent day workshop during induction week to give marketing programmes can expect to progress to IELTS 7.0 (with no less than 6.5 in any students a taste of future life as a Consultant. into careers with a wide range of organisations band) or TOEFL 100 with no less than 23 in At the end of the programme, the Accenture - for example, in recent years students have writing. award is presented to the top performing joined companies such as Accenture, student on the programme. Capgemini, Cadbury, Beiersdorf, Reckitt Fees and scholarships Benkiser, DaimlerChrysler, AstraZeneca, The tuition fees for the programme are Tesco, AC Nielsen and Mazda Motors. £8,000 for UK/EU students and £12,750 for international students. The University and Business School offer a number of scholarships Class Profile each year. For details of international In 2009-10 the class consists of 36 students scholarships please go to our website at: from many different countries. We have students from the UK but also from China, Business School Scholarships Germany, Greece, India, Lebanon, Malaysia, www.business.bham.ac.uk/ Saudi Arabia, South Korea, Taiwan, Thailand postgraduate/msc/mscfees.shtml and Vietnam. Our students come from a University Scholarships wide variety of backgrounds. Some are very www.international.bham.ac.uk/ recent graduates with degrees in marketing scholarships.htm or business, while others come with several years of practical managerial experience in Simon Evans UK scholarships marketing. The mix of backgrounds helps create Birmingham Business School alumnus Simon a stimulating and lively learning environment. Evans has donated a number of scholarships of up to £5,000 for UK students applying Matt Marlow receiving the Accenture award for to any of our MSc programmes in Marketing. outstanding performance in 2008 from Simon For further details of these scholarships Lumley, Accenture and Malcolm Kirkup, Programme Director. please contact the Programme Director, Dr Sheena Leek. Learn more Our website has comprehensive details on the University, the Business School, student accommodation and many other aspects. Please go to: www.studyhere.bham.ac.uk If you have any specific enquiries about the programme please feel free to contact: Dr Sheena Leek, Director, P/G Marketing Programmes, Birmingham Business School University House Birmingham B15 2TT Tel: +44 (0) 121 414 6226 Fax: +44 (0) 121 414 7791 Email: firstname.lastname@example.org How to apply We can either send you a hard copy of our application form or you can apply online at: www.business.bham.ac.uk/postgraduate/ applyhelp.shtml
"MSc Strategic Marketing and Consulting It's unique_"