Online MSc in Marketing and Business Intelligence: Syllabus and Structure

With limited resources, marketers must ensure that they are effective. Businesses require individuals who have the skills and abilities to assess a complex and confusing market in order to make strong decisions. The MSc in Marketing and Business Intelligence programme consists of 4 core marketing generalist modules and 2 specialisation modules: Marketing Research and Managing Information.

Online MSc in Marketing and Business Intelligence Programme Structure

Specialisation Module 1: Marketing Research

The objective of the course is to equip Marketing Managers with a practical toolkit for accurate market research and analysis. The module addresses all of the qualitative and quantitative activities involved in managing a market research project  from the initial brief through to the completion of the final written report. It integrates the management of this process with the management of an organisation’s customer databases. You will also be trained to work with statistical data and build up conclusions through analysis.

Learning outcomes:

• Develop critical appreciation of current marketing research techniques
• Develop an in-depth understanding of managing the market research process
• Identify the information needed to support the chosen marketing policy and identify how this information can be obtained, analysed and interpreted
• Critically analyse and interpret marketing research data and reports
• Resolve complex management problems in the area of marketing research by critical evaluate alternatives outcomes

Specialisation Module 2: Managing Information

The aim of the module is to increase your understanding of information management issues facing the modern organisation and how systems can be utilised to ensure organisational efficiency and effectiveness. 

Learning outcomes:

• Systematic understanding of the organisation from an information perspective including an understanding of the implications of the global marketplace and the internet.
• Critical understanding of the competitive advantage versus necessary cost debate in the organisation, including HR and marketing and the management of IT resources.
• Systematic understanding of the principles of knowledge management and how IT can be used to surface and capture tacit knowledge in international companies.
• Understanding of the structure and interpretation of balance sheets, profit and loss accounts, trading statements, calculation and interpretation of management ratios.

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