This programme will provide a comprehensive knowledge of issues, theories and the working practices connected with the dynamic and increasingly important field of marketing in the global business arena.
Sustained by a rigorous social science-based approach, this programme explores both the theoretical and communications side of marketing and, in particular, how marketing can explain contemporary societal issues.
This programme is unique in its emphasis on the relationship between marketing and other social phenomena, such as elections and the culture of consumption.
This programme will:
- Examine the processes of globalisation and the impact on multinational enterprises and national firms
- Compare strategies involved in marketing and branding, and examine the role played by marketing communications
- Discuss the contemporary debate over marketing ethics, and contrast different approaches to the study of marketing
- Enable you to build a comprehensive knowledge of the issues, theories and the working practices connected with this dynamic field.