Postgraduate education online

online marketing courses

MA in Strategic Marketing (Sales Management)

Next intake:
  • December 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

An essential component for success in most organisations is an effective management of sales operations. In acknowledging the value of proper sales management, the London School of Business & Finance has developed a programme that equips you with the relevant competencies and expertise to succeed and enter top positions within the field. The programme delivers knowledge, skills and expertise though a flexible online learning process (powered by InterActive).

The London School of Business & Finance utilises modern teaching techniques by focusing on kinaesthetic learning and developing both theoretical and practical abilities. Throughout the programme you will gain expertise in strategic marketing management, consumer behaviour and research, integrated marketing communication, as well specialised competencies in customer relations management, strategic sales management and advertising promotions management.

Knowledge gained during the programmeread more

The London School of Business & Finance (powered by InterActive) will provide you with knowledge and competencies in the following areas:

  • Designing, executing and evaluating integrated marketing strategies
  • Utilise appropriate research techniques to evaluate consumer behaviour and successfully apply this in marketing campaigns
  • Comprehension of consumer psychology and customer profiling, while developing appropriate strategic campaigns
  • Develop CRM expertise to adopt best practices for CRM deployment, as well as design and manage customer focused businesses
  • Gain essential skills to create, implement and manage effective and efficient sales processes within organisations
  • Know how to design and develop successful and profitable advertising and promotional campaigns

InterActive ensures that throughout your degree you have support from comprehensive study resources including:

  • The full syllabus of lectures in HD video with downloadable notes and real life case studies
  • Monthly live online chat sessions with your tutor, mentor and classmates to facilitate your learning
  • Dedicated tutor support though forums and discussion groups
  • Lecture notes and revision kits
  • Self-assessed mock assignments and tests
  • Additional online resources such as the online library and e-journals provided by the London School of Business and Finance.
 
 

The MA in Strategic Marketing (Sales Management) postgraduate degree is designed to give you the knowledge and practical to qualify for top sales positions. The programme covers core marketing frameworks such as the importance of strategic marketing, research techniques, consumer understanding and integrated marketing campaigns, as well as in-depth knowledge of appropriate CRM models.

You will start the programme with the core modules, which you can view in the section below. After completion of the core modules you will proceed with 3 specialist modules. In order to complete the programme, you have to finish all 6 modules and 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
Customer Relations 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
Advertising Promotions 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 Advertising and promotion 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 promotion returns

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
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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