Course summary

What are the challenges facing the marketing industry today? What links are there between management, marketing and culture? Modern marketing requires a global mind-set. Today’s marketers don’t just need an understanding of consumer needs, they must be able to communicate to diverse, global audiences and be sensitive to cultural and international differences. At Essex, we equip you with the skills that organisations demand in a complex global economy. On this course, you learn how to analyse and apply marketing strategy theory to develop an understanding of organisations' social, political and cultural contexts. We look beyond the marketing mix to explore the wider implications on the discipline and the challenges marketers face, such as gender stereotyping, marketing ethics and promoting products and services internationally. You develop visual literacy and the capacity to think creatively and independently. MSc Marketing is designed to challenge aspiring and existing marketing professionals therefore you are required to have previously studied or worked in marketing to undertake this Masters degree. You gain an in-depth knowledge of areas including:

• managerial and cultural perspectives on marketing

• corporate branding

• strategic marketing

• corporate marketing strategy

• consumer behaviour