Postgraduate education online

MA in Strategic Marketing by London School of Business & Finance

Next intake:
  • September 2014
Duration:
  • Minimum: 18 months
  • Maximum: 3 years
Fees:
  • £7500
  • For information about our instalment plans or applying for a partial bursary please fill in the enquiry form on the right

online marketing courses

The MA in Strategic Marketing is a flexible online master's degree delivering the skills and expertise sought by leading organisations across the globe. Whether you are a current marketing professional or looking to move into this dynamic area from another field, you will find the available programme specialisations let you tailor the course to your career aspirations.

Providing you with a comprehensive educational experience, this London School of Business & Finance course, powered by InterActive, equips you with the competencies required to design and implement successful marketing strategies in today's challenging business environment.

The theories and concepts examined in this programme have never been more business-critical, and you will graduate possessing the advanced knowledge and professional attributes demanded by the world's foremost employers.

Have a look at the programme's learning outcomesread more

Upon completion of this programme graduates will be able to:

  • Develop and evaluate comprehensive marketing strategies
  • Research and understand consumer behaviour and its application within marketing campaigns
  • Utilise appropriate tools to determine customer profiling and develop relevant messages
  • Understand the importance of marketing communication strategies as well as the nature of communication and message development
  • Apply factual and conceptual knowledge from across all aspects of marketing to complex situations
  • Understand a wide range of techniques and methodologies used in marketing management

Based on the 3 elective modules that you choose, you will gain additional competencies in the appropriate fields. Please refer to the syllabus and structure section to view and select the modules that correspond best to your needs.

InterActive provides a full set of online tools and study resources to enhance your learning experience:

  • Watch a variety of HD-quality video lectures with case studies
  • Comprehensive lecture notes and revision kits
  • Consolidate your understanding through live chat sessions with tutors, mentors, and classmates
  • Measure your knowledge via tests, quizzes, and self-assessed mock assignments
  • A growing online community of tutors, mentors, and fellow students

You will become proficient in the marketing techniques and solutions that drive business profitability, extend your networking resources - and gain an industry recognised postgraduate degree.

 
 

The MA in Strategic Marketing syllabus is designed to reflect the dynamic global marketing field, providing you with in-depth understanding of core concepts in strategic management, consumer behavior, and marketing communications. This creates an important foundation for the advanced knowledge and skills you will acquire via the programme’s elective modules. With 11 specialised elective modules to choose from, you will select 3 which are most relevant to your interests and career goals.

The programme begins with the core modules, which you can learn more about by clicking on the relevant module in the section below. After completion of the core modules you will enter the specialised study phase, based on your chosen 3 elective modules. In order to graduate from the programme you must complete all 7 modules and the Integrative Research and Consultancy Project.

 
 
Postgraduate Certificate in Strategic Marketingread more
Strategic Marketing Management

Learning outcomes

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

  • Explain and show understanding of the importance of the separate marketing functions, the management of these functions, and how each function affects other functions within and external to the marketing domain
  • Make a judgment in the application and adaptation of marketing principles across a wide range of markets
  • Engage critically with and evaluate the role of marketing from a general management perspective
  • Critically assess marketing key performance indicators and diagnose problems accurately
  • Develop and appraise marketing strategies that are holistic in nature and internally congruent in terms of both conceptual and operational requirements of strategic marketing management

Topics covered

  • Assessing the competitiveness of the firm: identification of the firm's core competences & development of the firm's competitive advantage
  • Assessing the external marketing situation: customer behaviour (revisited), competitor analysis, business intelligence and analysing relationships in the value chain
  • Developing marketing strategies: SWOT analysis, strategic marketing planning and portfolio analysis, segmentation, targeting, positioning and competitive strategies and CSR strategy and the sustainable global value chain
  • Developing marketing programmes: establishing, developing and managing buyer-seller relationships and product and service decisions, pricing decisions, distribution decisions and communication decisions
  • Organising, implementing and controlling the marketing campaign: budgeting and reviewing the marketing campaign
Consumer Behaviour and Research

Learning outcomes

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

  • Analyse and evaluate current developments in consumer behaviour, market environment and culture through use of relevant case studies
  • Critically analyse and distil the results of a consumer research project
  • Evaluate the success of current models in predicting the consumer purchase decision
  • Analyse patterns and processes of consumer behaviour in the contemporary and international business context
  • Critically evaluate consumer and customer management practices in organisations in different sectors

Topics covered

  • The consumer in marketing management I: consumer psychology; core concepts of consumer behaviour
  • The consumer in marketing management II: importance of consumer insight in marketing management; consumer behaviour in global context
  • Consumer research: requirements, methods of consumer data collection, ethical issues in consumer research, interpretation and analysis of qualitative and quantitative data
  • Personality of consumer and environmental context: demography, psychography and culture, consumer awareness, loyalty and motivation; factors that impact on consumer behaviour, opinion leaders and trendsetters
  • Purchase and consumption: purchase decision making process: stages, factors, explanatory models; purchase and consumption behaviour in consumers
  • The customer: B2B and B2C and consumers as customers; customer relationship management
Integrated Marketing Communications

Learning outcomes

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

  • Critically analyse advantages and limitations of the main marketing communications concepts and be able to apply them to current marketing scenarios
  • Identify and appraise various approaches to the design of marketing communications strategies
  • Demonstrate the skills of using secondary data to illustrate or support arguments in the context of marketing communications decision-making
  • Critically analyse and evaluate marketing communications strategies employed by organisations in different contexts
  • Use and apply the appropriate knowledge and skills to develop an integrated marketing communications strategy using a ‘live’ brief

Topics covered

  • Integrated Marketing Communication within the Marketing framework - integration of marketing communication messages and channels
  • Segmentation and planning: Managing the segmentation process & managing integrated marketing communications planning
  • Managing expectations and the communications mix
  • Branding and identity in integrated marketing communication
  • Technology and the environment – impact on integrated marketing communication
Postgraduate Diploma in Strategic Marketingread more
Please choose 3 elective modules from the following list:

Global Marketing Management

Learning outcomes

You will be able to:

  • Critically assess the main approaches to global marketing and evaluate the  information required to establish and implement effective global marketing decisions, policies and strategies
  • Critically evaluate the key marketing practices employed by global organisations in various contexts
  • Synthesise and critically evaluate a marketing plan and the range of advanced skills required to design and implement the marketing plan for a global organisation
  • Assess the global marketing environment and critically evaluate its impact on marketing strategy formulation for a given global organisation
  • Identify management problems in the area of global marketing, including an evaluation of market entry strategies and courses of action within the situation-dependent context

Topics covered

  • Global Marketing Environment, Cross Cultural Management Issues and Marketing Research I: The Global Marketing Environment and Cross Cultural Issues
  • Global Marketing Environment, Cross Cultural Management Issues and Marketing Research II: Marketing Research - Finding Local and International Spaces
  • Marketing Entry and Global Expansion Strategies I: Marketing Entry Strategies
  • Marketing Entry and Global Expansion Strategies II: Global Expansion Strategies
  • Competitive Advantage, Business Strategy and Organisational Structures in a Global Context I: Competitive Advantage and Business Strategy
  • Competitive Advantage, Business Strategy and Organisational Structures in a Global Context II: Organisational structure in a global context
  • International marketing strategic planning process I: Segmentation and Targeting in International Marketing
  • International marketing strategic planning process II: Positioning in International Marketing
  • International Marketing Mix Decision and Constructing the International Value Chain I: Constructing the International Marketing Mix
  • International Marketing Mix Decision and Constructing the International Value Chain II: Constructing the International Value Chain
Cross-Cultural Management

Learning outcomes

You will be able to:

  • Discuss critically the concept of culture and approaches to the study of culture, explaining its usefulness and relevance to a range of issues of management and organisation
  • Provide a critical account of the main theoretical approaches to cross-cultural management.
  • Use these theories to analyse problems and issues of organisation and management in a context of increasing cultural diversity, and to recommend how they may be addressed
  • Evaluate the implications of culture and/or language for business communication
  • Identify the effect of global communications on disparate cultures
  • Appraise the problems of managing across cultures and propose considered solutions

Topics covered

  • Analytical Frameworks of Cross Cultural Comparisons I
  • Analytical Frameworks of Cross Cultural Comparisons II
  • Cultural Intelligence and Competence I
  • Cultural Intelligence and Competence II
  • Expatriation and Repatriation I
  • Expatriation and Repatriation II
  • Cross-Cultural Leadership I
  • Cross-Cultural Leadership II
  • Culture and Negotiations
  • Culture and Communication
Project Management and Leadership

Learning outcomes

You will be able to:

  • Assess the project life cycle and explore and critically appraise alternative approaches to management of projects
  • Critically evaluate the relationship between effective project management techniques, leadership, project implementation and the project planning process and successful project management
  • Evaluate the current project management practices and leadership styles in an organisation and identify and critically evaluate suggestions for improvement of these practices
  • Identify and critically assess the criteria for measuring successful performance of a given project and the impact leadership can have on project success
  • Evaluate and apply the appropriate approaches, tools and techniques to project planning, monitoring, control, evaluation, and risk analysis and risk management of a given project

Topics covered

  • Project Selection and Portfolio Management: Project Selection and Portfolio Management, Leadership and the Project Manager Scope Management
  • Cost Estimation/ Budgeting and Risk Management in Project Management I: Cost Estimation / Budgeting in Project Management
  • Cost Estimation/ Budgeting and Risk Management in Project Management I: Risk Management in Project Management
  • Project Scheduling I: Project Scheduling: Networks, Duration Estimation, and Critical Path and Project Scheduling: Lagging, Crashing, and Activity Networks
  • Project Scheduling II: Critical Chain Project Scheduling
  • Resource Management and Project Evaluation I: Resource Management
  • Resource Management and Project Evaluation I: Project Evaluation and Control and Project Closeout and Termination
  • Leading Diversity (Human Relations and Communications) I: Cross-Cultural Leadership Intelligence
  • Leading Diversity (Human Relations and Communications) II: Conflict Management and virtual teams in project management
Digital Marketing Communications

Learning outcomes

You will be able to:

  • Critically assess the main approaches to internet marketing and e-promotion
  • Identify and critically evaluate effective strategies, tools and development approaches for digital marketing
  • evaluate the relationship between effective internet and digital marketing communications strategies and successful public relations management
  • Identify  the current internet and digital marketing communications practices in a global organisation and appraise suggestions for improvement of these practices
  • Analyse current developments in new media and evaluate their potential impact on the internet and digital marketing communications strategies of a chosen organisation

Topics covered

  • Internet Marketing, E-Promotion Strategies and Mobile Marketing I: Definition, Aims and origins of Internet Marketing
  • Internet Marketing, E-Promotion Strategies and Mobile Marketing II: E-Promotion Strategies and Mobile Marketing
  • Strategic digital marketing, Management and assessment of digital marketing communications and Digital media and advertising I: Strategic Digital Marketing, Management and Assessment of Digital marketing communications
  • Strategic digital marketing, Management and assessment of digital marketing communications and Digital media and advertising II: Digital Media and Advertisement
  • Internet communications channels and strategies and Managing direct and database marketing I: Internet communications channels and strategies
  • Internet communications channels and strategies and Managing direct and database marketing II: Managing direct and database marketing
  • Consumer behaviour in cyber environment and Interactive communications with customers and consumers I: Consumer behaviour in cyber environment
  • Consumer behaviour in cyber environment and Interactive communications with customers and consumers II: Interactive communication with customers and consumers
  • New media, new trends and Strategic considerations of internet marketing I
  • New media, new trends and Strategic considerations of internet marketing II
Internet Marketing Management

Learning outcomes

You will be able to:

  • Assess the key elements of internet marketing management and customer/client acquisition in the post-modern marketing era
  • Identify and evaluate effective internet marketing strategies, tools and development approaches
  • Evaluate the relationship between effective internet marketing campaigns, company performance and brand awareness
  • Identify  the current internet marketing best practices in a global organisation and identify and critically appraise suggestions for improvement of these practices
  • Analyse recent developments within internet marketing and evaluate their potential impact on specific organisations

Topics covered

  • Fundamentals of Internet Marketing I: Introducing Internet marketing and The Internet micro-environment
  • Fundamentals of Internet Marketing II: The Internet macro-environment
  • The Development of Internet Marketing Strategy I: Internet marketing strategy, The Internet and the marketing mix
  • The Development of Internet Marketing Strategy II: Relationship marketing using the Internet
  • Implementation and Practice of Internet Marketing Management I: Delivering the online customer experience
  • Implementation and Practice of Internet Marketing Management II: Campaign planning for digital media
  • Implementation and Practice of Internet Marketing Management III: Marketing communications using digital media channels
  • Implementation and Practice of Internet Marketing Management IV: Evaluation and improvement of digital channel performance
  • Implementation and Practice of Internet Marketing Management V: Business-to-consumer Internet marketing
  • Implementation and Practice of Internet Marketing Management VI: Business-to-business Internet marketing
Social Media Communications

Learning outcomes

You will be able to:

  • Assess the main approaches to social media marketing strategies
  • Identify effective social media marketing strategies, tools and development approaches for building brand awareness, increasing market share and entering new markets
  • Critically evaluate the relationship between the design, deployment and implementation of effective social media marketing strategies
  • Evaluate the current social media marketing best practices in a global organisation, and identify ways to improve of these practices
  • Analyse current developments in social media and evaluate their potential impact on the marketing strategies of a chosen organisation

Topics covered

  • The foundation of Social Media Marketing: Assumed knowledge whistle stop tour and
  • Bridging the Social Media Gap
  • Social Media Strategy Development and Inspiring and Facilitating Creativity
  • The Rise of Branded Content, the Power of Integration and Intent Is the New Demographic and Targeting the Easily Influenced than the Highly Influential
  • Social media Strategy Delivery, Your Best Advocates , the Profit evidence and Social Media Business Engineering and Power Struggles Of The Advocate Age
  • Case I:  ARM and Aviva
  • Case II:  Dell and Evans Cycles
  • Case III:  GlaxoSmithKline and Kodak
  • Case IV:   Phillips and Sage
  • The future of Social media marketing I: The Ethnocentric Bias and Digital Dragons, Elephants and Tigers
  • The future of Social media marketing II: Design Thinking and Social Media and “god” Technology
Advertising and Promotion Management

Learning outcomes

You will be able to:

  • Analyse trends and recent developments within the advertising and promotion sector, and evaluate their potential impact on the strategies of a given organisation
  • Evaluate the current advertising and promotion management practices in an organisation and identify and critically evaluate suggestions for improvement of these practices
  • Construct and critically evaluate an advertising and promotion process plan
  • Create and critically evaluate a media selection plan
  • Select and apply appropriate metrics to measure advertising and promotional success

Topics covered

  • The Place of Advertising and Planning the Advertising I: Background of Today’s Media Advertising and the Roles of Advertising
  • The Place of Advertising and Planning the Advertising II: Brand Planning and the Advertising Spiral and Target Marketing
  • Target Marketing I: The Advertising Agency, Media Services, and Other Services
  • Target Marketing II: The Advertiser’s Marketing/Advertising Operation
  • Advertising Management and the Media Tools I: Tools of Advertising 1
  • Advertising Management and the Media Tools II: Tools of Advertising 2
  • Creating the Advertising I: The Process of Creating the Advertisement 1
  • Creating the Advertising II: The Process of Creating the Advertisement 2
  • Other Environments of Advertising I: International Advertising
  • Other Environments of Advertising I: Economic, Social, and Legal Effects of Advertising
Public Relations Management

Learning outcomes

You will be able to:

  • Analyse the relationship between organisational strategies and public relations strategies
  • Appraise the nature of corporate communications and its impact on the public relations management process
  • Evaluate the importance of effective cross functional communication within the organisation and its influence on the effectiveness of external communication
  • Analyse current developments in PR Management and evaluate their potential impact on the corporate communications strategies of a given organisation
  • Critically evaluate the relationship between corporate image and corporate reputation in various organisations

Topics covered

  • The Public Relations Role I: What Is Public Relations? And The Evolution of Public Relations
  • The Public Relations Role II: Ethics and Professionalism and Public Relations Departments and Firms
  • The Public Relations Process I: Research and Program Planning
  • The Public Relations Process II: Communication and Evaluation Conflict Management: Dealing with Issues, Risks, and Crises
  • The Public Relations Process Strategy I: Public Opinion and Persuasion and Conflict Management: Dealing with Issues, Risks, and Crises
  • The Public Relations Process Strategy II: Reaching Diverse Audiences and Public Relations and the Law
  • The Public Relations Tactics I: The Internet and Social Media and Preparing Materials for Mass Media
  • The Public Relations Tactics II: Radio and Television and Meetings and Events
  • The Public Relations Application I: Application to Corporations and Entertainment, Sports, and Tourism
  • The Public Relations Application II: Application to Politics and Government, Global Public Relations, Non-profit, Health, and Education
Customer Relationship Management

Learning outcomes

You will be able to:

  • Assess the main approaches to customer relationship management
  • Identify and evaluate effective CRM strategies, tools and development approaches for customer acquisition and retention in both B2B and B2C scenarios
  • Critically evaluate the relationship between effective tools/ software and their management their management within a customer driven enterprise
  • Evaluate  the current CRM best practices in a global organisation, and appraise suggestions for improvement of these practices
  • Analyse current developments in CRM and evaluate their potential impact on the customer acquisition and retention strategies of a chosen organisation

Topics covered

  • Evolution of Relationships with Customers and the Thinking behind Customer Relationships
  • A Model for managing customer relationship I: Customer Relationships: Basic Building Blocks of IDIC and Trust and identifying Customers
  • A Model for managing customer relationship II: Differentiating Customers: Some Customers Are worth More than Others
  • A Model for managing customer relationship III: Differentiating Customers by Their Needs and Interacting with Customers: Customer Collaboration Strategy
  • A Model for managing customer relationship IV: Customer Insight, Dialogue, and Social Media and Privacy and Customer Feedback
  • A Model for managing customer relationship V: The Payoff of IDIC: Using Mass Customization to Build Learning Relationships
  • Measuring and managing to build customer value I: Optimizing around the Customer: Measuring the Success of Customer-Based Initiatives
  • Measuring and managing to build customer value II: Using Customer Analytics to Build the Success of the Customer-Strategy Enterprise
  • Measuring and managing to build customer value II: Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 1
  • Measuring and managing to build customer value III: Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 2
Strategic Sales Management

Learning outcomes

You will be able to:

  • Critically assess the main approaches to strategic sales management
  • Assess the global sales environment and critically evaluate its impact on sales strategy formulation for a given global organisation
  • Evaluate the current strategic sales management practices in an organisation and identify and critically evaluate suggestions for improvement of these practices
  • Construct and apply models for sales strategy implementation
  • Synthesise and critically evaluate a strategic sales analysis and plan for a global organisation

Topics covered

  • Strategic Planning and Sales Leadership I: Introduction to Sales Management and The Sales Function and Multi-Sales Channels
  • Strategic Planning and Sales Leadership II: Leadership and the Sales Executive Ethics, the Law, and Sales Leadership
  • Analysing Customers and Markets I: Business-to-Business (B2B) Sales and Customer Relationship Management
  • Analysing Customers and Markets II: Leveraging Information Technologies
  • Designing and Developing the Sales Force I: Designing and Organizing the Sales Force and Recruiting and Selecting the Right Salespeople
  • Designing and Developing the Sales Force II: Training and Developing the Sales Force
  • Sales Process Management I: Supervising, Managing, and Leading Salespeople Individually and in Teams
  • Sales Process Management II: Setting Goals and Managing the Sales Force’s Performance and Motivating and Rewarding Salespeople
  • Measurement, Analysis, and Knowledge Management I: Turning Customer Information into Knowledge and Assessing the Performance of the Sales Force and the People Who Comprise It
  • Measurement, Analysis, and Knowledge Management II:
  • Internal and External Cultural Forces That Affect a Firm’s Sale Performance
Luxury Brand Management

Learning outcomes

You will be able to:

  • Assess the project life cycle and explore and critically appraise alternative approaches to management of luxury brands
  • Critically evaluate the relationship between marketing strategies and brand value for luxury brands
  • Evaluate the current practices in a luxury brand organisation and identify and critically evaluate suggestions for improvement of these practices
  • Identify and critically assess the criteria for success in the luxury brand industry
  • Evaluate and apply the appropriate approaches, tools and techniques to brand management and the implementation issues to be considered

Topics covered

  • The Uniqueness of the Luxury Brand Industry I: The Difference in expectations and findings from the Luxury Brand Industry
  • The Uniqueness of the Luxury Brand Industry II: Competitive Advantage requirements and successful business models in the luxury brand industry and a review of three major players (LVMH, Richemont, and PPR Gucci)
  • Major Sectors in the Luxury Industry: Fashion, Perfumes and Cosmetics, Wine and Spirits, and Watch and Jewellery
  • The Value chain and management issues: Retail vs Wholesale, Pricing and the risk of the major key account
  • The Luxury Brand: The value of a brand, Characteristics, Brands and Brand Signs and the legal aspects
  • Product Life Cycle and strategies in the Luxury Brand Industry
  • Creativity in Luxury Brand Management I
  • Creativity in Luxury Brand Management II
  • Marketing Communication in Brand Management
  • Distribution and Supply Chain in the Luxury Brand Management Industry
Masters of Arts in Strategic Marketingread more
Integrative Research and Consultancy Project

Learning outcomes

At the end of the module you should be able to:

  • Formulate a research proposal and design this into a workable research plan
  • Design and manage a business critical independent applied research in their chosen discipline and present their findings, to a professionally acceptable standards
  • Critically evaluate and analyse their findings, reporting on their conclusions in clear and acceptable standard in the form of an engagement report
  • Synthesize theory in a practical context to evidence knowledge, understanding and transferrable skills with regards to the taught components of their studies

Topics covered

  • The nature of business and management research/consultancy
  • Formulating and clarifying the research/consultancy topic
  • The practice of management consulting
  • Negotiating a scope of work; developing a research proposal
  • Consulting as a profession; business research methods and practice;
  • Formulating the research design and negotiating access and research ethics
  • Understanding research philosophies and approaches
  • Critically reviewing the literature
  • Applicable models for consulting and research
  • Selecting samples and using secondary data
  • Collecting primary data through observation
  • Collecting primary data using semi-structured, in-depth and group interviews
  • Collecting primary data using questionnaires
  • Analysing quantitative data and qualitative data
  • Writing and presenting your project report

Please note: you can only graduate with one award (the highest level achieved), and it will only be issued once you have formally completed your studies.

 
 
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