Executive MBA in Marketing Management

Delivered in conjunction with our collaborative partner, the University of Gibraltar.

Executive MBA in Marketing Management

Marketing is like a living organism, it never stops evolving. It’s therefore crucial to develop your understanding of marketing in this contemporary and dynamic world - without putting a pause on your career.

The Programme is designed to develop knowledge and practice-based understandings of the practice of marketing management in a contemporary and dynamic world. It familiarises students with both fundamental and emerging themes, concepts and practices related to the development and delivery of appropriate marketing dynamics to given organisations. It will you with a critical appreciation of the key areas of marketing management and its interactions with society at an executive level.

Key Facts

Awarding University

University of Gibraltar

Duration

18 months


Commitment

20 hours/per week


Format

100% Online


Class Size

15-20


Career Stage

Middle management


Application Deadline

14th August 2020 (For Sep 2020 start)


Fees


Promotion

Up to £500 off early bird (See T&Cs)


Why Study an Executive MBA in Marketing Management?

Our Executive MBA in Marketing Management is designed for mid-level managers, executives and business leaders who want to stay on top of their game and stand out from their peers. If you want to improve your knowledge, open the doors to new opportunities and maximise your earning potential, this is the course for you.

Transform Your Career

45% of students who successfully complete an EMBA receive a pay rise.

Opportunity to move into a higher-level post within your current employment or professional area.

Set up your own business and venture into self-employment.

Increase Your Confidence

Step up and stand out by demonstrating to employers your capability and self-motivation to learn at a higher level.

Stay at the top of your game by gaining a deeper understanding of management and business.

Boost Your Knowledge

Across the board - Intellectual skills, Practical skills, Transferable skills.

Advance your existing leadership, industry and management experience in the context of business management.

Who is an Executive MBA in for?

The Executive MBA in Marketing Management offers emerging/aspiring executives and senior managers with a scheme of study that develops their academic, critical, reflective and practical understanding of managing complex organisations in a rapidly evolving contemporary global business environment. Subsequently, the programme aims to develop students’ capacity to apply the knowledge and skills acquired to help them develop their career and take up successful marketing managerial and leadership positions in the future.

We like students who challenge the status quo, who wake up ambitious and love working with other professionals.

It will provide students with:

  • Contemporary knowledge and understanding of management theory and practice.
  • Theoretical and applied perspectives.
  • The ability to apply knowledge and skills in various organisations.

How Will I Learn?

We take an andragogical approach to learning. This means the 18-month course is self-directed with guidance from your experienced tutor. This groundbreaking style of learning is inspired by real-life scenarios which you will contribute from your own experience.

You will challenge other students and be challenged. We do not use pedagogical methods (where a student relies entirely on a teacher).

  • Business experience is built upon real-life scenarios and challenges therefore you will develop skills such as leadership, adaptability, critical thinking and self-reflection.
  • You will participate in a combination of module activities that may be group and/or individual based, dependent on the module. This usually occurs within multidisciplinary groups of 15-20 students.

These innovative teaching methods will allow you to seamlessly translate your studies into your everyday challenges.

Our dedicated Student Support Team is also available to help with any problems you may face. From navigating our online platform to advising you on deadlines, our team can assist with any questions or challenges you may have along the way.

Curriculum

The full Executive MBA in Marketing Management will be formed of six 20 credit modules (120 credits in total) and a 60 credit student /organisation specific research/capstone project. This is an 18-month programme.

Module 1: Marketing Management (20 credits)

Module Aims

The module aims to introduce students to the principles and practices of marketing. It engages students in the selection and application of relevant marketing theories, conceptual tools and models to assist them in interpreting and solving marketing problems and presenting novel applications of marketing to improve the organisation's value propositions. Primarily it seeks to develop students’ capabilities to effectively direct and manage an organisation's marketing function.

Module Summary

  • Understanding marketing management
  • Developing marketing strategies and plans
  • Creating customer value, satisfaction, and loyalty
  • Analysing consumer and business markets
  • Identifying market segments and targets
  • Creating brand equity and Crafting the brand positioning
  • Marketing through the life cycle
  • Consumer behaviour
  • Relationships loyalty and co-creation
  • Service dominant logic
  • Management of the original and extended marketing mix

Learning Outcomes

On successful completion of the module, you will be able to:

  1. Critically evaluate an organisation's management of its marketing function and develop informed plans to improve it.
  2. Critically reflect upon the application of rapidly emerging marketing practices by various organisations.

Module 2: Leadership and Organisational Behaviour (20 credits)

Module Aims

The aim of the module is to introduce you to the nature and functioning of organisations and the behaviour of individuals and groups within them. It seeks to encourage you to use this knowledge to inform and improve your leadership and management skills and practices.

Module Summary

  • The individual at work
  • Motivation, satisfaction and productivity
  • Group behaviour and leadership
  • Power, authority and conflict in organisations
  • Organisational structure and design
  • Organisational culture
  • Organisational change
  • Wellbeing
  • Employee engagement

Learning Outcomes

On successful completion of the module, you will be able to:

  1. Critically evaluate relevant theories and empirical evidence relating to organisational behaviour.
  2. Critically appraise and evaluate different strategies for management and leadership.

Module 3: Financial Management (20 credits)

Module Aims

This module aims to develop your understanding and interpretation of sound financial management to almost all business decisions in order to understand the impact of this function on the principles and practices of executive management decision making.

Module Summary

  • The terminology of accounting and the structure and content of the main financial statements used by business organisations.
  • The role and use of different financial statements.
  • The use of management accounting techniques for business planning and decision making.
  • Sources of business finance and the role of financial information in the financing of a business.
  • Business budgeting and budgetary control.
  • The use of investment appraisal techniques in retail management.

Learning Outcomes

On successful completion of the module, you will be able to:

  1. Critically evaluate, present and prepare financial information in a clear accurate way.
  2. Demonstrate a critical understanding of the use of financial information for management decision making and control.

Module 4: Strategic Management (20 credits)

Module Aims

The module aims to develop your understanding and application of the principles, practices, models and tools called upon to ensure a holistic, responsible approach to strategic management. It engages students in the selection and application of relevant conceptual tools and models to assist them in interpreting both the business environment and the organisation's resource base to solve problems and presenting novel, sustainable business level strategies.

Module Summary

  • Strategic management philosophies and schools of thought
  • Business Environment Analysis
  • Competitive positioning / rivalry
  • Core Competencies / Resource Based Strategies
  • Generic Business Strategies
  • Strategies for growth / sustainability
  • Stakeholder engagement / positioning
  • Value chain analysis
  • Strategic Change

Learning Outcomes

On successful completion of the module, you will be able to:

  1. Critically evaluate an organisation's management of its approach to strategic function and develop informed plans to improve it.
  2. Diagnose strategic opportunities or problems and critically evaluate strategic choices and viable strategic options to assist them

Module 5: Digital Marketing (20 credits)

Module Aims

The module aims to develop student’s appreciation and criticality of how digital technologies have disrupted established marketing paradigms related to consumer behaviour, service/ product design and delivery, promotion and payment. It also seeks to develop students understanding of how web-matrix and big data is collected and used to generate consumer insights, develop co-creation and effective real time, personalised promotion.

Module Summary

  • Consumer behaviour in a digital context
  • Digital / programmatic advertising and promotion
  • User generated content
  • Digital applications
  • Social media marketing and social influence
  • Big data
  • The ethics of digital marketing
  • Service dominant logic

Learning Outcomes

On successful completion of the module, you will be able to:

  1. Critically evaluate the implementation of digital marketing
  2. Design a critically informed digital marketing strategies

Module 6: Contemporary Issues and Practices in Marketing (20 credits)

Module Aims

This module aims to:

  • Develop a critical awareness and ability to evaluate established and emerging practices in marketing.
  • In depth understanding of the impact of marketing on technology, society, industry and the natural environment.
  • The behavioural characteristics and psychology of marketing practices.

Module Summary

  • Relationship / loyalty Marketing
  • Big Data and Web Metrics
  • Societal Marketing and Social Responsibility
  • Social Marketing
  • Omni Channel Marketing
  • Segmentation versus fragmentation
  • The Challenges of Demographic and Consumer Change
  • Marketing Through Alliances and Networks
  • Big data / cloud based marketing
  • Mobile, real time marketing
  • Macro / sustainability marketing
  • Neuro Marketing
  • User generated content
  • Programmatic advertising
  • Service dominant logic and co-creation

Learning Outcomes

On successful completion of the module, you will be able to:

  1. Demonstrate a critical understanding and reflect on the themes that are emerging in marketing and the manner in which these limit contemporary marketing theory.
  2. Demonstrate a systematic and critical appreciation of the impact of marketing decisions on the complexity of the business and social environments.

Final Assessment: Capstone Project (60 credits)

Module Aims

The aim of this module is to consolidate students learning acquired through their executive MBA programme into a single marketing management capstone project. Students will carry out an independent study on a marketing management topic of their choice. They will have the opportunity to apply the comprehensive theoretical knowledge, understanding and skills that they obtained throughout the executive MBA to an area of marketing within either their own workplace setting or a company of their choosing.

Module Summary

While the main theoretical content of this module will be driven by student choice they will be required to critically analyse key aspects of the marketing function within a firm, that is failing, facing problems or seeking to develop and grow to develop evidence based recommendations as to how the firm will address it present position. In developing recommendations, students are expected to synthesis key business concepts learned through the Executive MBA and demonstrate their real-world application in a marketing context.

Projects will be structured in such a way that the experience of students will be enriched and in a manner that provides every student the opportunity to realise the learning outcomes of the module.

Prior to beginning their project, they will also attend three online workshops which will:

  • Recap the key learning outcomes of the module they have studied
  • Evaluate suitable collection, analysis and interpretation of different types of data and evidence
  • Determine effective / evidence based decision making in organisations for business case development
  • Developing a suitable executive marketing management capstone project proposal
  • Producing a capstone project report

Learning Outcomes

On successful completion of the module, you will be able to:

  1. Synthesise knowledge gained during executive MBA Studies and apply these in solving specific marketing management problems.
  2. Develop conceptual understanding of marketing and management theory and constructs in a way that facilitates systematic search, justification and evaluation of competing courses of action.
  3. Critically evaluate information and data (evidence) to inform marketing management decisions.
  4. Apply the principles and practices of marketing management to solve a specific management problem or develop new opportunities for growth.

Assessment Methods

There are three components of assessment to assess the learning outcomes of each taught module. These test different elements of learning including critical analysis, management skills, professional reflection and independent / community of practice based study.

Scenarios and discussion

Scenarios reflective of day-to-day work situations will be presented for students to consider and answer every week. Students critically discuss the concepts within their online group discussion forum facilitated throughout the module by their tutor and marked by them at the end of the module.

Students learn by finding relevant literature, reading and critically appraising it; discussing it within the discussion forum and applying it critically to real world examples and your own practice. The content of the scenario is based on the learning outcomes for the module.

The scenarios, reflective portfolio and the group work is carried on as the module progresses which ensures engagement throughout the module.

Reflective Practice

The online learning portfolio requires students to record and critically reflect on their learning. Reflection is an important aspect of the programme since the business executive/manager will be able to spend time considering how their practice compares to the themes being discussed in the module. The tutor provides weekly feedback and marks your work at the end of the module.

Module activity

At the beginning of each module, students are presented with a module assignment. The module activity may take the form of an individual piece of work, such as an essay on a relevant topic, or it may be a group activity such as the creation of a marketing plan.

Entry requirements

Our digital doors are open to both local and international students from diverse educational and social backgrounds. We offer no international surcharge and believe having a multi-disciplinary and multi-national cohort is best for student development. Typically, applicants for the Executive MBA in Marketing Management will:

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Course Fees

Total Course Fees for UK & International Students for September 2020 £7,500

Fee payments may be made via the following options:

DateInstalments
Deposit payable on acceptance†£834
1st Nov 2020£833
1st Jan 2021£833
1st Mar 2021£833
1st May 2021£833
1st Jul 2021£833
1st Sep 2021£833
1st Nov 2021£833
1st Jan 2021£833

† Deposits are non-refundable