Postgraduate education online

online marketing courses

MA in Strategic Marketing (Integrated Marketing Communications)

Intakes:
  • 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

The MA in Strategic Marketing (Integrated Marketing Communications) aims to equip you with relevant skills and competencies that will allow you to create a competitive advantage, sales increases and profit boosts. This postgraduate degree is delivered 100% online, allowing you to capitalise on full flexibility.

Thanks to the innovative teaching approach utilised at the London School of Business and Finance, the degree produces experts who are ready to enter leading positions in the field. You will gain a comprehensive understanding of core marketing and communication techniques, as well as their effective application in designing strategies and campaign communications.

Knowledge gained throughout the programmeread more

InterActive provides you with quality academic content that ensures your proficiency in the following:

  • Designing and implementing effective marketing strategies
  • Categorising differences in customer behaviour and integrating them into campaigns
  • Understanding customer psychology and consumer types, and subsequently developing appropriate messages for different groups
  • Designing and evaluating successful advertising and promotional campaigns
  • Appreciation of different stakeholders involved in PR, as well as an understanding of appropriate tools used to reach various people
  • Understanding of key concepts in internet and digital marketing communication strategies, as well their practical usage within the regulations of digital media

All students will benefit from comprehensive resources at InterActive including:

  • Case studies in HD video lectures with downloadable notes covering the full syllabus
  • Monthly live online sessions with your tutor, mentor and classmates
  • Online tutor support via forums and discussion groups
  • Textbooks, lecture notes and revision kits to enhance your learning
  • Self-assessed mock assignments
  • Additional online resources such as the library and e-journals provided by the London School of Business and Finance

Learn how to differentiate your organisation from others, gain a competitive advantage and boost profit margins with the comprehensive online MA in Strategic Marketing (Integrated Marketing Communication) degree.

 
 

The MA in Strategic Marketing (Integrated Marketing Communication) is all about practical expertise and knowledge in the field. This programme will provide you with valuable insights and in-depth knowledge on how to differentiate organisational communication while utilising appropriate tools, techniques and expertise.

You will start the programme with the core modules, which you can view below. After completion of the core modules, you will specialise based on your choice of 3 elective modules. In order to complete the programme you have to finish all 6 modules, as well as the Integrative Research and Consultancy Project by submitting a final 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
  • Business Analysis III: Competitive Strategy; Generic Strategies and SPACE Model, Stakeholder Analysis and Choices
  • 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: organizing and implementing 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 Communication

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 organizations 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
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
Digital Marketing Communication

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
  • Critically evaluate the relationship between effective internet and digital marketing communications strategies and successful public relations management
  • Analyse  the current internet and digital marketing communications practices in a global organisation and identify and critically 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
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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