Masters Degree (MSc) in MARKETING
Curriculum and instruction
The MSc Marketing degree is a 180 credit programme. This is a part time course run over a 2 year period, and is normally achieved in this period, although students have the option of a maximum completion period of 5 years.
Students are required to complete four core classes (each worth 15 credits, totalling 60 credits). They must also complete the Marketing Works project (30 credits). In addition students must complete six elective subjects (each worth 5 credits, totalling 30 credits). Finally they must complete a marketing dissertation worth 60 credits. Details of the classes and contact time are as follows:-:
Core Classes (60 credits)
The four core modules of the programme are designed to provide you with a rigorous introduction to business practice, the fundamentals of marketing strategy, the essentials of buyer behaviour and finally a guide to marketing research.
Business Analysis -15 credits
This course examines each of the core domains of business, including the business environment, organisation and finance, management structure, human resources and developing strategies for customer acquisition and retention
Strategic Marketing Management -15 credits
The objective of this course is to develop an understanding of the key concepts and frameworks in strategic marketing management, and the implementation of the marketing mix across a variety of environmental contexts.
Buyer Behaviour - 15 credits
Provides an understanding of the main theories of buyer behaviour and the application of these in the development of successful marketing strategies
Marketing Research -15 credits
This course provides an appreciation of the importance of marketing research, the research process and the approaches and techniques most commonly used.
Each of these core classes will consist of:
- eighteen hours of face-to-face-contact at the SBSU campus in Dubai, delivered by teaching staff from the University of Strathclyde Department of Marketing; and
- twelve hours of tutorials to be delivered by an approved local counsellor.
'Marketing Works' (30 credits)
Students have the opportunity under this course, to act as marketing consultants to organisations on real-life marketing projects. This experiential learning allows students to implement the theoretical elements of the programme in dynamic and innovative ways. Operating in groups, students work with an organisation on a marketing project specific to the needs of the organisation.
This group-based project will be supported by eighteen hours of face-to-face contact, at the SBSU campus in Dubai, delivered by teaching staff from the University of Strathclyde Department of Marketing. Each project will be supervised by academics from the Department of Marketing and a local counsellor will also provide support by running four workshops (consisting of three hours per workshop) at critical points during the development of the project.
Elective Classes (30 credits)
Students select six electives from nine possible classes.
The following elective classes are indicative of those that will be offered.
- Business to Business Marketing: 5 credits
- Brand Management and Strategy: 5 credits
- Customer Management 1: 5 credits
- Customer Led E-Marketing: 5 credits
- Global Supply Chain Management: 5 credits
- International Services Marketing: 5 credits.
- Integrated Marketing Communications: 5 credits.
- International Product Innovation: 5 credits.
- Retail Management: 5 credits.
Each elective class consists of fifteen hours of face-to-face contact. This will be delivered at the SBSU Dubai campus by teaching staff from the University of Strathclyde Department of Marketing.
Dissertation (60 credits)
The dissertation provides students with the opportunity to study, in depth, a specific marketing problem in an area of personal interest. Dissertations typically involve desk research and literature reviews, case studies of individual companies or small scale primary research. This provides scope for originality of thought, research fieldwork and analysis and presentation of results.
The dissertation is a 15,000 word document that the student submits individually. The course participant chooses the topic and is supervised by a faculty member from the Department of Marketing. At the beginning of this process, the students receive fifteen hours of face-to-face contact on research methodology and how to write a Master's Dissertation. This will be delivered at the SBSU campus in Dubai by an academic from the University of Strathclyde Department of Marketing.
A summary of the classes and teaching class contact is given below in Table 1.
| Strathclyde Seminars (Hours) |
Tutorials (Hours) |
|
| Core/Compulsory Classes | ||
| Business Analysis | 18 | 12 |
| Strategic Marketing Management | 18 | 12 |
| Buyer Behaviour | 18 | 12 |
| Marketing Research | 18 | 12 |
| Marketing Works | 18 | 12 |
| Elective Classes/Dissertation | ||
| Elective Class One | 15 | |
| Elective Class Two | 15 | |
| Elective Class Three | 15 | |
| Elective Class Four | 15 | |
| Elective Class Five | 15 | |
| Elective Class Six | 15 | |
| Dissertation | 15 | |
| Total: | 195 | 60 |
In the first year of the programme, students complete the four core classes and the "Marketing Works" class and three of the six elective classes. In the second year of the programme, the course participants complete the electives and the dissertation process.
All core classes are assessed by means of:
- a formal examination of three hours duration, worth 60% of the available marks;
- a group assignment, worth 40% of the available marks.
All elective classes are assessed by means of an individual assignment worth 100% of the available marks.
Students who fail a class may attend and make a second attempt at passing the same class. However, a student may normally resit no more than two classes over the entire period of registration and those who fail a class in their second attempt, will be withdrawn from the programme and asked to leave.
Learning Resources
UAE students will be supported by the well established virtual learning environment (VLE) developed by the University of Strathclyde Marketing Department and accessible to students via a standard web browser. This provides students with access to a large number of tools and resources which will ensure that they learn as effectively online outside of seminars and tutorials, as they would on campus full-time. These tools include:
- comprehensive class content
- online handbook
- discussion boards and chat rooms
- private messaging features
- dynamic subject-specific news headline feeds
- programme calendar
- business and company information resource centre
- interactive feedback forms
- personal home pages
- online marketing library
- full text business information resource
- access to the Economist premium web content
Using the VLE students can interact and communicate with colleagues and academics who act as online e-moderators to guide and shape the student's learning experience.
Online Library Resources
In addition to VLE, the same on-line facilities used by UK full-time students on campus is available to all UAE students. The main electronic databases of full text academic and business articles are available to UAE students through the Business Information Service (BIS) and an Athens password. The most commonly used databases for marketing are ABI/Inform Global, British Humanities Index, Business and Industry, Emerald, Keynote Reports and LexisNexis. These facilities provided through the BIS, are available '24/7' with access from any internet service - students may use their own home based broadband services and/or the computer facilities provided at the SBSU Dubai campus. The sources of information provided through the BIS includes several hundred databases of business and management information, providing access to 10,000+ business and management, trade, and peer-reviewed journals, newspapers, and a wide range of country, industry and market analysis and reports.
Local Library Resources
Once registered on the MSc programme, students are entitled to use Library Resources in Dubai Women's College which they can use for reference or loan. They are also given PINs to allow them to access the library databases from outside the college.
IT Support
The SBSU campus is equipped with wireless internet facilities in all lecture theatres, classrooms and the postgraduate student common room. Additionally a networked computer and laser printer is available for student use in the postgraduate common room.
Admission requirements
Applicants shall normally:
- possess a degree (first or second class honours) in any discipline, from a United Kingdom University or any other accredited University; or
- applicants must provide documentary evidence of competency of written and spoken English. Minimum standards are a TOEFL score of 600/IELTS score of 6.5; and
- submit a personal statement of purpose that fits with the aims of the programme; and
- must attend a formal interview with the Programme Director or his nominee.
Applicants who satisfy the above provisions may, in addition, be required to have had a period of relevant experience.
In line with UAE Ministry of Higher Education and Scientific Research requirements, all degree certificates of candidates enrolling on the programme must be attested by the relevant authorities.
Ranjit Gajendra
General Manager
University of Strathclyde Business School UAE.
PO Box 16062
Dubai
UAE
OFFICE: +9714 2089 282
TEL: +971 50 451 3455
EMAIL: ranjit@gsb.strath.ac.uk