入学要求 Requirement：
学术要求： An upper second-class honours degree in a relevant subject, or equivalent professional experience and/or qualifications, such as the Chartered Institute of Marketing Diploma in Marketing.
英语要求：English language proficiency at a minimum of IELTS band 6.5 with a minimum score of 6.0 in all individual components, or equivalent.
学费 Tuition Fee：2011/2012 £10,100
课程特征 Course Features：
Our programmes will help you acquire specialist marketing knowledge and skills, enabling you to:
•critically evaluate the relevance of theories of marketing and related activities to organisations
•apply and adapt theories of marketing management for use within industry
•demonstrate creativity and original thinking in the design and applications of solutions to different problems
•evaluate the possible implications of new innovations and theories to the future development of marketing management that are vital to a wide range of commercial, public and not for-profit organisations
课程内容 Course Content ：
There are two routes to the MA Marketing:
•Dissertation route – a substantial piece of independent research drawing on secondary and primary data
•Critical Marketing Study route – requiring evaluation of an organisation's marketing activities using secondary sources only
Both routes require you to undertake the same number of credits, but units vary slightly according to which route you choose. Further information will be available during induction.
Unit descriptions
Business to Business Marketing: You will learn about organisational buyer behaviour, B2B segmentation, business products and services, relationship marketing, use of technology in B2B marketing, channel marketing, personal selling, and key account and sales management.
Buyer Behaviour: This unit covers behaviour learning models, cognitive and ebuyer behaviourial models, perceived risk, consumer involvement, attitudes in the buying cycle, influences on consumer buyer behaviour, and the differences between on and off line buying.
Contemporary Issues in Marketing: This unit aims to expose you to contemporary and often controversial issues ranging from ethics, the environment to globalisation.
Digital Marketing Strategy: You will explore how digital technologies are used within marketing and evaluate their strategic effect on business strategies. The focus is on how the use of digital technology and digital media in marketing affects operations, decision-making and strategic advantage.
Global Marketing Management: This unit covers world trade patterns and blocs, researching and analysing world markets, analysing culture, developing world-class products, global segmentation, modes of market entry, international communication, and monitoring and controlling global markets.
Marketing Communications: You will examine buyer behaviour and its impact on marketing communications, strategy, planning and integrated marketing communications, goals and positioning, product and corporate branding, public relations, direct and interactive marketing, industry and agency relationships and evaluating marketing communications.
Marketing Concepts (available on full-time route only): This unit explores the fundamental concepts, principles and practices of marketing, which includes business orientations, macro and micro marketing environments, segmentation, targeting and positioning, marketing planning and research, consumer and organisational behaviour, marketing mix, marketing across borders, ethics and marketing. .
Product and Brand Management: You will explore the product in theory and practice, developing capabilities and exploiting opportunities, management of innovation, research and development and brands, discontinuous new products and intellectual property.
Services Marketing Management: This unit covers the characteristics of services, consumer behaviour, service development and design, the pricing, promotion and distribution of services, balancing capacity and demand, service quality, managing relationships and building loyalty and service management.
Strategic Marketing Management: You will evaluate market and shareholder value, customer relationships, growth strategies, analysing the business environment, competing with organisational resources, managing products and brands for value, value-based pricing and implementing value-based strategies.
You will also follow one of the following routes.
Dissertation Route
•Research for Marketing Dissertations: This unit covers writing a literature review and research proposal, research ethics, sampling techniques, qualitative and quantitative data collection, internet research, international market research, product testing and dissertation planning and structure.
•Marketing Dissertation: A substantial piece of independent research into a marketing issue of your own choosing drawing on primary and secondary sources of data.
Critical Marketing Study Route
•Marketing Literature Review: Before submitting a 3,000-word literature review, you will learn about literature sources, planning the literature search, searching for and selecting literature sources, constructing research questions, recording and evaluating the literature, critical thinking and conclusion drawing.
•Marketing Research: You will learn about market and marketing research techniques, research strategies and designs, how to construct research objectives and write a research proposal. You will explore research data analysis and interpretation, as well as ethical, security and data protection issues.
•Critical Marketing Study: You will complete a substantial piece of independent research using secondary sources of information only, based on a critical study of an organisation's marketing activities.
教学与评估 Teaching and Assessment：
You will experience a range of teaching methods, for example, tutor-led presentation of material, in-class exercises, case study analyses, student presentations, group work and in-class discussion. All units are taught units, with the exception of the Dissertation and Critical Marketing Study which you undertake with the support and guidance of a supervisor.
Assessments will take the form of coursework assignments and examinations. Coursework assignments may take the form of group work, presentations, case study analyses or reports and examinations may be closed or open book. You will be encouraged to read widely and critically evaluate academic and practical materials.
No matter what your background or experience, studying for a Master’s qualification can be a demanding experience. In order to ensure that every student gets the most out of the postgraduate marketing programmes we offer an extensive support and assistance package.
The University of Portsmouth has consistently been awarded an excellent rating for student support and guidance in a number of Quality Assurance Agency inspections. There is a strong culture of student pastoral support in the department and all students are allocated a Personal Tutor for the duration of their programme.
职业机会 Career Opportunities:
This programme has been approved and accredited by the Chartered Institute of Marketing to provide direct entry onto its Professional Postgraduate Diploma in Marketing. The department encourages outstanding Master's students to apply for doctoral study.
A Master's qualification immediately differentiates students in the highly competitive jobs market. In particular, it demonstrates a commitment to and expertise in this field, qualifying you for a wide range of marketing-related jobs.
Former graduates have gone on to work in a variety of organisations, including advertising, financial services, airlines, manufacturing, textiles and market research. Those already employed in marketing positions have greatly enhanced their promotion prospects.