In addition to providing the core marketing teaching on the main graduate programmes within the Business School (MBA, and Executive MBA), alongside the marketing option paper for the Economics & Management undergraduate programme, the Marketing Area offers a distinctive set of graduate programme elective courses which reflect the area’s focus on ‘marketing, culture and society’.
MBA elective courses include:
Culture & Global Markets – Linda Scott
Here we prepare students to act from a sophisticated cultural perspective when confronting issues involving markets and media. Readings, lectures, and discussions show students how the circulation of goods (and the messages about them) interact with social groupings, political agendas, other institutional imperatives, cultural tensions, and historical events.
Customer Insights – Catherine Dolan
Students use this programme to approach the study of consumption in a comprehensive and dynamic way. Drawing on multi-disciplinary and interpretive approaches, class members learn how to gain consumer insights through qualitative research and how to leverage these insights for innovative marketing.
Marketing Innovation – Laura Cousins
Companies spend enormous amounts of money developing new products and services. Yet, by all accounts, some 40-90% of innovations fail in the market. This elective examines the drivers of market adoption and offers some suggestions for bringing innovations more successfully to market.
Retailing – Jonathan Reynolds & Alan Giles
This innovative course aims to develop an understanding and critical awareness of a sector which has become powerful in its own right. Retailers are now not only closer to consumers than manufacturers and suppliers, but increasingly trusted brands in their own right - and even cultural innovators.
Other courses offered include:
Branding & Communications – Linda Scott
Social Innovations and Marketing for Change – Catherine Dolan