入学要求 Requirement：
学术要求： Applicants should usually hold a Bachelors degree (UK Lower Second/2.2 or above) or equivalent qualification from a recognised British/overseas university in a subject related to this MSc.
If an applicant’s Bachelors degree is not in a subject related to this MSc, applicants should have at least one year of relevant work experience to be considered for entry to this programme. However, every applicant is assessed individually on their own merit. Higher level professional qualifications may also be accepted.
英语要求：Non-native speakers of English will normally be required to have IELTS 6.5 or above (or equivalent).
Please note that the University of Surrey offers English language programmes and is also an IELTS Test Centre.
学费 Tuition Fee：2011/2012 12650 pounds
课程特征 Course Features：
This programme is designed to provide you with the knowledge and skills required in specialist careers in a variety of marketing roles, enabling you to cope effectively with an increasingly global, dynamic marketplace.
One of the main principles of the MSc in Marketing Management is to deliver a set of concepts from theory and to relate these to ways in which companies interface with different markets. This is designed to ensure that you have a good understanding of the principles and contexts of practices in the marketing domain. The programme covers marketing ideas, plans, strategies, processes, techniques, communication, all customer-facing functions plus some core concepts from other management functions.
Marketing will also be communicated in terms of the well-defined concepts related to consumer behaviour and customers: researching who they are, what their perceptions are, what their needs for value are, and how these needs can be satisfied competitively.
We enjoy close relations with the local branch of the Chartered Institute of Marketing (CIM) and host one or two of their functions each year, which students may freely attend. You will have the opportunity to organise a student chapter of the CIM as a member of the student committee.
课程内容 Course Content ：
Module Overview
Financial management, marketing and research methods are all key areas of understanding for a career in marketing management. They are shared across all the MSc programmes and you will find yourself in large lecture classes with an interesting mix of students from a wide range of management interests and expertise. This offers you the opportunity to get to know students from across the School of Management.
Creativity is a key skill for marketers and so you will join MSc Entrepreneurship students for the module Entrepreneurship and Creativity in the first semester. This is a key distinctive for the Surrey MSc in Marketing Management and will introduce all students to a fascinating and highly relevant management skillset.
Seminars are also offered, and attendance is highly recommended; in these you will work in groups of approximately 25 students, all from the Marketing Management programme. You will study marketing communications alongside those students studying for the MSc in International Marketing Management, and so the lecture classes will be somewhat smaller; seminar classes are again highly recommended. A specialist module, open to students on this programme, is Relationship Marketing. This will therefore feature smaller lecture classes.
In the second semester you have the opportunity to select one of your modules from five: Consumer Behaviour; E-business; Strategy; Innovation Management; and Technology-enabled Marketing.
Each module assumes significant amounts of study time in addition to the nine-week lecture programme and the four to nine weeks of seminars offered per module.
The final piece of work undertaken is an independent piece of original research into a topic of your choice, within the broad field of marketing management. The length is 20,000 words and it is supervised by a member of staff from the research-active lecturers in the School of Management, many of whom have international reputations.
Module Summary
This programme consists of seven compulsory modules and one optional module from a choice of five, plus a dissertation.
Compulsory Modules
Marketing
Entrepreneurship and Creativity
Financial Management
Marketing Communication
Marketing Research
Relationship Marketing
Research Methods
Optional Modules
Consumer Behaviour
E-business
Innovation Management
Strategy
Technology-enabled Marketing
Module Descriptions
Compulsory Modules
Financial Management
This module provides the conceptual foundations for understanding, analysing and interpreting financial information. You will learn how to apply accounting principles and financial theory to decision making in modern business organisations. Module content includes the financial environment, corporate governance and analysis of the prime financial statements.
Marketing
This module provides a comprehensive framework for understanding marketing. Integrating theoretical concepts and models with practical application, you will explore the contribution that marketing can make to successful businesses. Theory and case studies are used to analyse environmental conditions, marketplace trends, marketing strategy, marketing planning and the growing influence of technology.
Marketing Communication
You are introduced to the concepts, issues, theory and practice of marketing communications (marcoms) and integrated marketing communications (IMC). This provides an understanding of how marketing communications work in practice, taking into account the context (domestic or international), culture and market characteristics.
Research Methods
This module covers the fundamentals of research practice. It introduces the process of research project formulation and the key elements of research design, namely the choice of unit of analysis, measurement, methods of data collection, and data analysis. Ultimately, the module prepares you to design and execute your research study for your dissertation in a systematic and scientific manner.
Entrepreneurship and Creativity
Entrepreneurship is a widely used but little understood concept. You will be introduced to the various theories of entrepreneurship and their roles and functions, as well as the factors affecting its development.
Marketing Research
This module covers the critical aspects of marketing research theory and practice to support and improve marketing management practice in an international context. Module content includes quantitative research, questionnaire design, measurement and scaling, Internet research, fieldwork and international market research.
Relationship Marketing
Relationship marketing (RM), including customer relationship management (CRM), is a very current topic in marketing. Module content includes case studies, alliances and partnerships, capture of data, database management and the role of customer service and quality in RM.
Optional Modules
Consumer Behaviour
Consumer behaviour is evident in everyday life and a knowledge and understanding of this subject is beneficial to marketing and strategy formulation. The lectures will focus on behavioural concepts, appropriate research techniques and recent research findings to enhance your understanding of how consumers choose products. Recent trends in consumer behaviour applied to services are also incorporated.
E-business
This module provides a comprehensive framework for understanding the contextual, strategic and operational issues of e-business. It will also develop your ability to link theory with practice. The module identifies contextual influences and industry developments, mapping various business models and analysing how the electronic platform can transform businesses.
Strategy
This module will appeal to you if you are considering a career in business consultancy or in key managerial roles within a broad spectrum of industries. It is intended to provide you with a holistic understanding of the most relevant theoretical approaches to strategy formulation, implementation and control, in the context of either a single-business or a multi–business organisation.
Technology-enabled Marketing
This module provides a comprehensive framework for understanding the contextual, strategic and operational issues involved in the application of ICT to marketing (including databases, the web and mobile technologies). Theory is applied to the analysis of environmental conditions, marketplace trends, marketing technologies, progressive changes in online practice, current developments and future prospects.
Innovation Management
Innovation has become a core element of competitive strategies in business environments defined as ‘hypercompetitive’. Given the increase in its strategic relevance, this module is intended to provide you with the knowledge and skills to manage innovation at the operational and strategic levels within the context of the firm’s internal and external business environments.
教学与评估 Teaching and Assessment：
Teaching Excellence
In choosing to study at the University of Surrey’s School of Management you will benefit from our outstanding staff who are committed to management education. The School prides itself on its high teaching standards and flexible teaching methods, its research excellence and international reputation, and its enviable employment record.
Throughout your time at Surrey you will have access to a range of services and support. The School is committed to developing your study skills through a variety of different teaching methods and tutorials.
其它信息 Other Information：
Marketing Group
With a team of dedicated academics, with both research and practical experience of marketing, working in state-of-the-art facilities, the Marketing Group in the School plays its part in the excellent education and research environment found at the University of Surrey.
Members of the Group have written textbooks (Professor David Gilbert), written cases in textbooks (Dr Sue Halliday), written ‘best’ articles for conferences (Dr Sue Halliday) and have been invited to seminars and workshops to give guest lectures (Professor David Gilbert, Dr Jane Hemsley-Brown).
The Group teaches and researches many areas of marketing including branding, innovation, entrepreneurial marketing, service quality, marketing knowledge (creation and dissemination), marketing communications, e-marketing and governance issues, international marketing challenges, relationship marketing, loyalty, trust and commitment, services marketing, consumer behaviour, marketing research and Higher Education marketing.
Guest Speakers
An important feature of the programme is guest speakers who are frequently asked to address students. In recent years we have hosted speakers from companies such as BT, Oyster Bay, large management consultancy firms, marketing research consultancies and other leading academics in this field from other universities.