MSc Marketing Management

BEAM045: Accounting for International Managers

Summary:

Managers are constantly making decisions which have financial consequences:

• How much to charge for X?
• How much does Y cost to make?
• How much profit could be made if...?
• Should there be investment in this new venture, product, or market?

Questions are always being asked by a wide range of stakeholders:

• How successful is the business?
• Should I invest in it?
• Work for it?
• Buy from it?
• Sell to it?
• Lend to it?

Management and financial accounting information support internal and external business decision-making by all those with an interest and influence.

BEAM045 recognises that good managers need to be able to appreciate and use a variety of accounting information and techniques with professional scepticism in business decision-making.

This module also introduces and encourages skills in providing and professionally communicating content that is relevant and understandable to a range of non-financial clients.

Additional Information:

Internationalisation:

• The concepts and techniques explored in this module have global application; Learning is undertaken in an international context, and you are encouraged to share knowledge and experiences from your own and other countries.

Ethics and Corporate Responsibility:

• These are embedded within all topics studied: concepts and techniques are taught to reflect that it is the responsibility of all organisations to make ethical financial decisions and actions, and to provide financial information so that stakeholders can make their own informed decisions.

Employability:

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BEMM068: Managing Competitive Strategy

In this module you will explore strategy and strategic management from a range of different perspectives. In the current business climate there are many significant issues which organisations and their leaders must navigate successfully to survive and prosper. You will have the opportunity to discuss these sources of dynamism and disorder and to think about how strategy has changed over time with many competing theories and schools of practice emerging to provide solutions to the wicked problems facing strategists. If you aspire to a senior management role, to run your own enterprise, or to work in consultancy, this module will help to prepare you to think strategically and to be able to appreciate the long-term view necessary to set the direction for and successfully lead an organisation in the 21st century.

The module focuses on case method for a majority of the time - so you will be working on a variety of case studies applying theory to real world organisations, diagnosing their problems and discussing the actual decisions facing senior managers in those companies as they search for the best solutions. The skills you gain from this are highly valued by employers and provide a good preparation for some styles of interviews and assessment centres used to recruit graduates.

This module is AI integrated, which means there is an expectation that you will use AI during classes and as part of the assessment process

The aims of this module are to

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BEMM069: Marketing and New Product Innovation

Marketing is the term given to those activities that occur where an organisation and its customers come into contact and result in a mutually beneficial and satisfying exchange relationship. It is the driving force behind modern business and is concerned with ensuring the closest possible fit between what an organisation does and what its customers need and want. This involves offering the 'right' marketing mix.

However, marketing also depends on the constant updating of ideas and development of new products and services. Consumers can be fickle and change their needs and wants, competitors alter their strategies, and forces within the marketplace regularly change. These factors require organisations to implement New Product Development (NPD) programmes, with a view to integrate and coordinate their marketing efforts through strategic decision-making, reflected in the production of marketing plans.

The module will provide students with the relevant skills and techniques necessary for implementing marketing strategy and planning around the framework of developing a new product/service development programme. Working in project teams, students will develop their project management, communication and team-working skills during the development of a formal presentation of their marketing plan. Students will be asked to reflect on the reasons for new product/service development and how businesses develop a product into a commercial idea.

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BEMM166: Integrated Marketing Communications

Summary:

Consumers find themselves increasingly surrounded by media and marketing-related messages and the impact of technology, and digital communication are transforming the way consumers interact with each other and organisations. Consumers are active and engaged, often generating their own content and co-creating communications with producers and other consumers. This raises both opportunities and challenges for organisations. This module will give you an in-depth understanding of the marketing communication mix both from a theoretical and practical perspective, exploring how different forms of communication work together, acknowledging the development of the new mediums by which organisations may communicate with stakeholder and influencer groups and how such communications affect business and society.

Additional Information:

Internationalisation
Marketing communications has a global perspective and there are implications in creating, developing, and implementing a marketing communications programme on a global scale or in different countries. This module draws extensively on international communication examples and encourages you to examine marketing communications in tutorials.

Employability
In gaining an understanding of creating a communications campaign, you are equipped with knowledge that would help you work either with clients or agencies.

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BEMM778: Applied Digital Marketing Analytics

Module Description

Summary:

This module introduces students to the principles and practical application of digital marketing analytics, focusing on how data can be transformed into meaningful insights that support marketing strategy and decision-making. Students will explore the key tools, platforms and techniques used by businesses to measure and evaluate digital performance across multiple channels.

The module develops an applied understanding of how marketing data is interpreted and used in real business contexts. You will work with datasets from core digital environments, including web analytics platforms, social media analytics, email marketing, search, and paid media campaigns, and learn to interpret performance metrics and critically assess their implications for marketing outcomes.

A key focus of the module is the development of analytical thinking and insight-driven storytelling. You will learn not only how to report metrics, but how to question data quality, identify patterns, diagnose marketing problems, and generate recommendations supported by evidence. The module also highlights the importance of understanding customer behaviour through customer journey analytics, audience analytics, and sentiment and trend analysis, enabling you to link digital performance indicators to decision-making processes.

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BEMM800: Foundations to Business Communication

This module is designed to support your transition to postgraduate level study in the use and practice of communication skills around your programme assessments. This module will provide you with key foundational communication skills in reading and writing that you can take into your other courses on the programme as well as into future business employment. A core focus of this module is to help you develop foundational knowledge in critical reading and writing skills. As a critical reader, you will learn how to evaluate academic writing, and how researchers communicate a coherent and convincing argument. As a critical writer, you will learn techniques on how to develop and position your own arguments. As part of this experience, you will learn how to leverage academic scholarship within your work.

One challenge faced by all new postgraduate students is acclimating to a new programme of study. Students are required to quickly calibrate their existing communication knowledge base with programme expectations in order address any potential skills gap. The problem is that students often do not realise how significant their communication skills gap is until after they have completed a full-term of study. This post-reflective form of student practice means that students often complete a full-term of study before understanding areas that they need to address.

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BEMM827: Marketing Technologies

This module dives into the world of Marketing Technologies (MarTech), where you'll learn to use AI, augmented and virtual reality, predictive analytics, and Internet of Things (IoT) to revolutionise marketing strategies. You'll gain hands-on experience building tools like chatbots and integrating APIs, while also critically examining ethical and sustainability challenges in tech. Whether you're an experienced marketer or new to the field, this module is designed for you. By combining theory with real-world practice, you'll be equipped with key skills to thrive in the dynamic, tech-driven marketing landscape.

This module aims to provide you with a comprehensive understanding of marketing technologies and their application in solving contemporary marketing challenges. You will learn how to critically evaluate and apply tools such as AI, AR/VR, and predictive analytics to optimise marketing strategies and customer experiences.

Emphasising research-enriched learning, the module incorporates the latest academic insights and industry trends, enabling you to engage with real-world case studies and data.

Key learning opportunities include:

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BEMM869: Consumer Behaviour in Contemporary Markets

This module critically explores contemporary consumer behaviour by integrating psychological, sociocultural, and digital perspectives to understand how consumers think, feel, interact, and behave in modern marketplaces. Drawing upon concepts from marketing, psychology, sociology, and consumer culture theory, the module examines the evolving nature of consumption within increasingly digitalised and interconnected environments.

The module is structured around four interrelated dimensions of consumer behaviour. First, students are introduced to the foundations of consumer behaviour and the changing marketplace context, including cultural influences, consumer culture, and emerging trends in digital consumption. Second, the module investigates consumer cognition, identity, and decision-making processes by examining perception, learning, attitudes, social identity, and age-related subcultures. Third, the module explores contemporary forms of consumer participation through knowledge sharing, online communities, and value co-creation, highlighting the increasingly active role consumers play in shaping brands and marketplace experiences. Finally, the module examines emotional and behavioural marketplace outcomes, including motivation, personality, lifestyle, emotional contagion on social media, and behavioural patterns of buying, using, and disposing.

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BEMM128: Brand Design

Brands have increasingly become a focus of marketing activity with some arguing that marketers no longer make products - rather they create brands. This module will give the critical evaluation of the creation and development of brands and their management process from different disciplinary perspectives. Theoretical insights from these perspectives will be used to create or assess current brand strategy and the role of marketing tools in effectively delivering this strategy.

Students will learn different approaches, theories, and concepts for creating and managing brands, managing brand portfolios and provides insights on drivers of successful brand strategies. This module will show the importance of brands in business, consumers' daily lives and the society at large.

Internationalisation

Branding has a global perspective and there are implications in creating, developing, and marketing of a brand on a global scale or in different countries. This module provides an extensive range of brand identity building, brand strategy and brand repositioning examples on local markets and on a global scale, providing frameworks for understanding the brand management process. This module draws extensively on international branding examples and encourages you to examine brands from your home countries in your assignments.

Employability

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BEMM782: Digital Marketing Planning

Digital marketing is an essential part of the marketing plan for most organisations. Today's marketing professionals must prove they can use digital communication channels adeptly to build brands, satisfy customers, generate revenue and increase loyalty. On this fast-paced, authentic module you will take the role of a digital marketing consultant as you work on a live case study provided by a real organisation. You will learn theories and skills for key areas of digital marketing and apply these to the client's real-world business challenge. Through preparing a digital marketing audit for the client, you will develop your skills of analysis, secondary research and benchmarking. Moving on, you will learn and apply your skills of strategy, creativity and planning as you develop a digital campaign plan to achieve the client's aims.

This module aims to provide you with an understanding of digital marketing and how both marketing theory and modern practice can be applied to real-world challenges. Students will be given the opportunity to work with a live case study to develop their ideas and add value to an organisation in our community.

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BEMM215: Marketing in Practice

This module draws upon the skills and knowledge that you have obtained across your taught modules on the MSc Marketing or MSc Digital Marketing and directs these towards a range of practical business/marketing problems. Working in small learning teams, you will act as a consulting team to tackle real company briefs/simulations that address particular marketing problems. You will work on these briefs intensively, delivering a short group pitch. You will also submit an individual report for each brief summarising your findings and key recommendations for the company.

This module is integrative and aims for students to demonstrate that they can apply marketing theory in real-life practice. Working under time pressure, and in teams, the module will allow you to demonstrate that you have acquired the key skills and knowledge required for a career in marketing. This module encompasses a range of requirements in terms of primary and secondary research, oral and written presentation skills, and an ability to apply marketing theory in complex real-life situations.

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BEMM463: Marketing Analytics

This module covers knowledge and analytical skills that marketing professionals need to deploy to understand the marketing environment (e.g., customers and competitors) and to make strategic marketing decisions. You will learn how to use a systematic and analytical approach to marketing decision-making and to measure the performance and effectiveness of marketing initiatives (e.g., advertisements, new product development). The module will cover different ways to collect data and the statistical techniques that can be used to analyse the data.

This module aims to enable you to:

• Develop knowledge and understanding of core marketing principles - including concepts and theories associated with customers, products and services, and competitors;
• Learn about statistical, analytical and data science techniques and their application to marketing;
• Develop knowledge of how analytical techniques can inform design and implementation of marketing strategy, and improve marketing decisions.

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BEMM786: Service Design and Innovation

This module offers an interdisciplinary and applied introduction to service innovation, with a strong focus on how organisations can design, analyse, and improve services to enhance customer experience and remain competitive. It is particularly relevant if you are interested in the practical challenges of creating value in today’s service economy and in using digital techniques and technologies to inform service innovation.

Building on core ideas from operations management and marketing, the module introduces you to the concept of the service delivery system and explores how customer experience shapes service design, delivery, and evaluation. You will develop technical and consultancy skills that will equip you for the workplace, using real-world data and service improvement examples throughout the module.

The module is research-led and draws on insights from the VISTA AR project, a €7.8m ERDF-funded project focused on digital innovation in cultural heritage sites. This gives you the opportunity to engage with contemporary service challenges and examples of innovation in practice.

There is a strong applied focus throughout, with lectures and practical workshops introducing tools for customer experience analysis and advanced approaches such as eye-tracking and natural language processing. As part of the assessment, you will analyse real-world service examples and make recommendations for improvement and innovation.

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BEMM115: Marketing Analysis and Research

This module aims to provide you with knowledge on the qualitative and quantitative methodologies used in market research, which provides a foundation to understand markets and consumers. A variety of qualitative and quantitative data collection and data analysis methods for descriptive, causal, and exploratory research designs will be discussed and compared, alongside the utilisation of these techniques in market research. The research design process (problem identification, proposal writing) will also be taught.

Additional Information:

• Internationalisation
• This is a research methodology course which covers quantitative and qualitative research which is relevant across countries. You will be taught methodologies like interviews, experiments, and quantitative research and how these methods are used in countries with different cultures.
• All of the resources for this module are available on the ELE (Exeter Learning Environment).
• Employability
• You will develop skills that will help you perform data collection for organisations and will equip you to work for market research organisations using the methodologies taught in this module.
• The aim of this module is to provide knowledge of research methodologies used in market research, which provides a foundation for understanding consumers and marketplace behaviours. In addition to methodological approaches; an emphasis will be placed upon the research design process (problem identification, research question development, proposal writing), as well as the ethical aspects of market research.

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BEMM265: Sustainability and Behaviour Change

This module provides a comprehensive understanding of sustainability, social change, and behaviour change theories and their real-world application in promoting social and environmentally responsible behaviour and sustainable choices at personal, organizational, community and institutional levels. It covers cutting-edge research in fields such as marketing, economics and psychology that examine the most effective strategies for promoting sustainable behaviour, including promoting ethical consumption and healthy lifestyles. The module utilises the United Nations Sustainable Development Goals, specifically responsible consumption, gender equality, and quality education, as a framework for introducing course content.

Module aims - intentions of the module

1. Provide students with a comprehensive understanding of sustainability, social change, and behavioural change theories, and how to apply these theories to real-world situations to promote sustainability and behaviour change at different levels: personal, organizational, community and institutional.
2. Introduce students to cutting-edge empirical research in fields such as marketing, psychology and economics that examine the most effective strategies for promoting sustainable behaviour.
3. Encourage students to take a critical approach and designing effective interventions to promote sustainability and behaviour change in real-world situations.
4. Help students understand the role that behaviour changes play in achieving the United Nations Sustainable Development Goals.

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BEMM394: Entrepreneurship: New Venture Creation

This module introduces both the theoretical and practical aspects of entrepreneurship and new venture creation. It adopts various perspectives to provide a holistic picture of the entrepreneurial process, including, but not limited to, the practical aspects of the intellectual, behavioral, and emotional demands of starting a new venture. The module is intended to provide rigorous insight into the realities of entrepreneurial activity and an understanding of the role that small and medium-sized businesses play in the modern economy. This may be achieved by creating a new independent firm or organizing a new enterprise within an existing firm.

If you already have an idea for a new business or are working on one, this module offers an opportunity to develop, refine, and test it.

Additional Information:

Internationalisation

You will have the opportunity to develop the ability to think globally and understand international cultures through working on global sustainability problems with classmates from diverse cultures. Diverse teams enable understanding of global problems from multiple perspectives and the development of viable solutions.

External Engagement

This module draws on academic and entrepreneurial experts to enrich your learning journey.

Sustainability

You are encouraged to tackle sustainability-related issues in your group activities and individual assignments.

Employability

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BEMM779: Content Creation and Communication

In this module you will explore a range of content marketing scenarios and strategies to discover how best to apply different tools and techniques to effectively engage the modern audience. With marketing becoming an increasingly collaborative and conversational discipline, organisations are increasingly presented with both dynamic opportunities and immediate challenges. Understanding how to create effective, distinctive messages and engage consumers in generating and co-creating content has become an essential skill for marketers.

As part of this module, you will be introduced to simple design tools and principles, with a focus on both understanding the role of design in marketing communications and developing your own design, presentation and communication practices. By exploring these more creative elements of marketing, you will be encouraged to build a richer and more detailed understanding of the skills associated with effective communications.

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