Graduate Diploma in Applied Marketing

The aim of the Graduate Diploma in Applied Marketing is to provide students who already have a degree, or extensive applicable experience, with advanced theoretical and applied knowledge in Applied Marketing, which can be used in professional practice or further advanced study in this area.

The programme offers a blend of theoretical and practical learning, with an emphasis on applied knowledge and skill. High importance is placed on the development of soft skills for management (such as communication, presentation, interpersonal and problem solving skills), in addition to the development of specific business knowledge.

You will learn to:

• Strategically analyse market information in order to apply and develop market research, 
• Develop marketing plans, promotional campaigns and cost effective budgets. 
• Solve problems, both independently and as part of a team.

Compulsory papers

MGT602 (MGT201) Marketing Operations (15 credits)

Students will consider marketing activities in the context of quality and customer service and in the setting of marketing strategies to enable marketing objectives to be met.

On successful completion of this paper, students will be able to:

• Examine the effect quality and customer service has in relation to specific marketing activities.
• Assess the influences of quality and customer service on marketing mix decisions.
• Develop marketing objectives and prepare marketing strategies for a specific organization.
• Formulate quality standards and customer service strategies for marketing operations.

MGT704 (MGT304) Strategic Marketing Management (15 credits)

This paper provides students with a comprehensive understanding of marketing strategy relevant to contemporary organisations and markets.

On successful completion of this paper, students will be able to:

• Critically analyse the key principles of marketing strategy development and evaluate the processes for successful marketing strategy implementation.
• Conduct a strategic customer, market, and environmental analysis, including the application of scenario planning.
• Compare and contrast marketing strategies for new and growth markets and assess marketing strategies for hostile and declining markets.
• Critically discuss the key emerging issues in modern day marketing strategy.

MGT706 (MGT306) Reputation and Brand Management (15 credits)

This paper provides students with an understanding of what the components of reputation and brand are and how these are protected in a political setting. Students will also be able to develop strategic tactics for brand protection.

On successful completion of this paper, students will be able to:

• Compare and contrast how corporate reputation is measured by a variety of stakeholders, both internal and external.
• Critically examine the evolution of corporate reputation and analyse the opportunities and challenges facing business in the digital age.
• Critically analyse a brand and its components to develop, justify and evaluate strategies for brand protection.
• Evaluate strategies to manage brands for continued growth and profitability with specific consideration to corporate social responsibility.

MGT702 Research Methodology (15 credits)

Note: This paper must be completed prior to completing MKT730 or MKT731 and requires a final weighted grade of B- or higher to pass the paper.

This paper will introduce students to the skills required to complete a research project.  It will cover advanced research skills, various methodologies available to gather and present primary and secondary information and data, and it will take students through the literature review process.

On successful completion of this paper, students will be able to:

• Select a suitable topic on which to base a research project, or similar piece of written work, and identify any possible ethical issues.
• Source and critically analyse suitable secondary research from a variety of sources both online and in hard copy and select a methodology for gathering primary data.
• Understand the requirements of a ‘literature review’ and how to construct this using an appropriate referencing style.
• Write a proposal to complete a research project, or similar, outlining how all the key elements will be met within a specified timeframe.

MGT707 Digital Marketing: Strategy and Analysis (15 credits)

This paper provides students with specialised knowledge of marketing strategy within a digital context. Students will analayse the societal impact of marketing and how to integrate digital marketing strategies with traditional marketing strategies and anlayse the role of the marketing mix to develop digital marketing strategies for use within different marketplaces. 

On successful completion of this paper, students will be able to:

• Critically analyse marketing’s impact on society and organisational and societal approaches to corporate social responsibility and sustainability.
• Compare and contrast digital marketing strategy to traditional marketing strategy
• Analyse the role of the marketing mix in a digital context and explore the concept of relationship marketing using digital platforms. 
• Design and develop digital marketing strategies using key digital tactics and techniques for different marketplaces.

MGT720 Consumer Behaviour and Market Trends (15 credits)

This paper critically evaluates the concepts and theories that drive consumer behaviour, how socio-economic factors influence consumer decision making, how consumers respond to marketing and promotion trends and how organisations can utilise consumer behavour trends to effectively market a product or service.

On successful completion of this paper, students will be able to:

• Critically evaluate concepts and theories underpinning consumer behaviour.
• Assess the impact of group social and cultural influences on consumer behaviour and decision making.
• Critically evaluate the effectiveness of various advertisements and promotions and their attempts to influence the behaviours of consumers.
• Analyse the trends in consumer behaviour, and apply them to the marketing of an actual product or service.

Compulsory - Choose either 730 or 731

MKT730 Management Research Project (Applied Marketing) (30 credits)

This paper provides students with an opportunity to conduct advanced research into an aspect of management theory or practice by integrating the body of knowledge learnt in management papers.

On successful completion of this paper, students will be able to select a current management issue or applied management problem and formulate an appropriate research objective and research question, plan, organise and implement a research project, select and apply appropriate research methodologies, collect, analyse and interpret research data, write a research report to a professional standard, make an oral presentation of the management-related research project and answer relevant questions raised.

You are expected to:
Identify and investigate a current management issue based on personal interest, benefit to an organisation, popular topic or a gap in research you have identified

Approach:

• Select a current management issue or applied management problem and formulate an appropriate research objective and research question.
• Select and apply appropriate research methodologies.
• Collect, analyse and interpret research data.
• Write a research report to a professional standard.
• Make a research poster to present your research work
• Undertake an oral defence presenting key points from your research report and answer relevant questions raised.

Total Word Count: Approximately 12,000 words

MKT731 Internship (Applied Marketing) (30 credits)

This paper provides students with an opportunity to become familiar with the micro and macro operating environments of an organization and to apply the knowledge and skills acquired throughout the course of their degree study.  Using knowledge and skills gained in the first two years of the degree, students will be enabled to present a development/problem-solving proposal in an area relevant to the internship organization. Students will also gain reflective skills through the reflection on the internship and how their personal and professional managerial skills have developed and broadened.

On successful completion of this paper, students will be able to, critically evaluate an organisation’s corporate direction, main activities, and identify and evaluate the internal environment of the internship organisation, evaluate the organisation’s operating environment and the role of the internship organisation within the industry, assess and rationalise to all stakeholders significant issues confronting the internship organisation, specifically an aspect of concern or interest to the organisation’s operation or management, conduct and critically evaluate primary research regarding the specific aspect to be stated, distinguish between critical and non-critical factors impacting on the problem/development, evaluate information and make recommendations for specific development/problem, consider and assess issues for implementing recommendations, critically assess the dilemmas, challenges and problems faced, and how these issues were resolved during the internship, critically evaluate how the knowledge and skills acquired during the degree programme were adapted into practical situations.

You are expected to:
Identify and Investigate a current management issue within your internship organisation

Approach:

• Find an internship placement (this can be in your existing workplace)
• Collect both primary and secondary information to investigate a significant management issue within the organisation
• Make recommendations based on the findings and present a development/problem solving proposal
• Present the reflections and evaluations of the internship project and answer relevant questions raised.

Total Word Count: Approximately 12,000 words

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