Course overview
Marketing is like a living organism, it never stops evolving. It’s therefore crucial to develop your understanding of marketing in this contemporary and dynamic world – without putting a pause on your career.
The Online Executive MBA in Marketing Programme is designed to develop knowledge and practice-based understandings of the practice of marketing management in a contemporary and dynamic world. It familiarises students with both fundamental and emerging themes, concepts and practices related to the development and delivery of appropriate marketing dynamics to given organisations. It will provide you with a critical appreciation of the key areas of marketing management and its interactions with society at an executive level.
Application deadline: 15th August 2021
Recognition
Study method
- Online
- Blended
- In-class
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Duration study load
- 18 months
- Commitment: 20 hours/per week
- Class size: 15-20
Entry requirements
Our digital doors are open to both local and international students from diverse educational and social backgrounds. We offer no international surcharge and believe having a multi-disciplinary and multi-national cohort is best for student development. Typically, applicants for the Online Marketing Management EMBA will:
- Either hold a minimum of a 2.1 degree: Possess a degree (i.e. a minimum of a 2.1) awarded by a UK university or overseas equivalent. Or, have significant work experience (10 years + in a management role).
- Have 3 years’ management experience: The Executive MBA is for those who have significant post-graduation and/or relevant work experience on which the learning process should build. The experience required will be at least 3 years in a managerial position.
- Ability to communicate their ideas effectively: In some cases, applicants may be asked to submit a piece of work for assessment in order to confirm that they are able to work comfortably at postgraduate level and demonstrate the requisite professional knowledge.
- Basic IT Skills: E.g. word-processing, email and internet will also be expected.
- English Language: If English is not your first language, you must have one of the following qualifications as evidence of English language skills:
- IELTS: 6.5 with 5.5 minimum in each skill
- Cambridge Certificate of Proficiency in English (CPE): Grade C or above
- Cambridge Certificate of Advanced English (CAE): Grade B or above
- Pearson Test of English (Academic): 60 with 51 in each component
- IBT TOEFL: 90 with no subtest less than 17
Assessment
There are three components of assessment to assess the learning outcomes of each taught module. These test different elements of learning including critical analysis, management skills, professional reflection and independent/community of practice-based study.
Scenarios and discussion (60%)
Scenarios reflective of day-to-day work situations will be presented for students to consider and answer every week. Students critically discuss the concepts within their online group discussion forum facilitated throughout the module by their tutor and marked by them at the end of the module.
Students learn by finding relevant literature, reading and critically appraising it; discussing it within the discussion forum and applying it critically to real-world examples and your own practice. The content of the scenario is based on the learning outcomes for the module.
The scenarios, reflective portfolio and the group work is carried on as the module progresses which ensures engagement throughout the module.
Reflective practice (10%)
The online learning portfolio requires students to record and critically reflect on their learning. Reflection is an important aspect of the programme since the business executive/manager will be able to spend time considering how their practice compares to the themes being discussed in the module. The tutor provides weekly feedback and marks your work at the end of the module.
Module activity (30%)
At the beginning of each module, students are presented with a module assignment. The module activity may take the form of an individual piece of work, such as an essay on a relevant topic, or it may be a group activity such as the creation of a marketing plan.
Why study an Executive MBA in Marketing Management?
Our Online Executive MBA in Marketing Management is designed for mid-level managers, executives and business leaders who want to stay on top of their game and stand out from their peers. If you want to improve your knowledge, open the doors to new opportunities and maximise your earning potential, this is the course for you.
Transform Your Career
- 45% of students who successfully complete an EMBA receive a pay rise.
- Opportunity to move into a higher-level post within your current employment or professional area.
- Set up your own business and venture into self-employment.
Increase Your Confidence
- Step up and stand out by demonstrating to employers your capability and self-motivation to learn at a higher level.
- Stay at the top of your game by gaining a deeper understanding of management and business.
Boost Your Knowledge
- Across the board – Intellectual skills, Practical skills, Transferable skills.
- Advance your existing leadership, industry and management experience in the context of business management.
Delivery
We take an andragogical approach to learning. This means the online, 18-month course is self-directed with guidance from your experienced tutor. This groundbreaking style of learning is inspired by real-life scenarios which you will contribute from your own experience.
You will challenge other students and be challenged. We do not use pedagogical methods (where a student relies entirely on a teacher).
- Business experience is built upon real-life scenarios and challenges therefore you will develop skills such as leadership, adaptability, critical thinking and self-reflection.
- You will participate in a combination of module activities that may be group and/or individual based, dependent on the module. This usually occurs within multidisciplinary groups of 15-20 students.
These innovative teaching methods will allow you to seamlessly translate your studies into your everyday challenges.
Our dedicated Student Support Team is also available to help with any problems you may face. From navigating our online platform to advising you on deadlines, our team can assist with any questions or challenges you may have along the way.
Who's it for?
The Online Executive MBA in Marketing Management offers emerging/aspiring executives and senior managers with a scheme of study that develops their academic, critical, reflective and practical understanding of managing complex organisations in a rapidly evolving contemporary global business environment. Subsequently, the programme aims to develop students’ capacity to apply the knowledge and skills acquired to help them develop their career and take up successful marketing managerial and leadership positions in the future.
We like students who challenge the status quo, who wake up ambitious and love working with other professionals.
It will provide students with:
- Contemporary knowledge and understanding of management theory and practice.
- Theoretical and applied perspectives.
- The ability to apply knowledge and skills in various organisations.
Subjects
The full Online Executive MBA in Marketing Management will be formed of six 20 credit modules (120 credits in total) and a 60 credit student /organisation specific research/capstone project. This is an 18-month programme.
Module Aims
The module aims to introduce students to the principles and practices of marketing. It engages students in the selection and application of relevant marketing theories, conceptual tools and models to assist them in interpreting and solving marketing problems and presenting novel applications of marketing to improve the organisation’s value propositions. Primarily it seeks to develop students’ capabilities to effectively direct and manage an organisation’s marketing function.
Module Summary
- Understanding marketing management
- Developing marketing strategies and plans
- Creating customer value, satisfaction, and loyalty
- Analysing consumer and business markets
- Identifying market segments and targets
- Creating brand equity and Crafting the brand positioning
- Marketing through the life cycle
- Consumer behaviour
- Relationships loyalty and co-creation
- Service dominant logic
- Management of the original and extended marketing mix
Learning Outcomes
On successful completion of the module, you will be able to:
- Critically evaluate an organisation’s management of its marketing function and develop informed plans to improve it.
- Critically reflect upon the application of rapidly emerging marketing practices by various organisations.
Module Aims
The aim of the module is to introduce you to the nature and functioning of organisations and the behaviour of individuals and groups within them. It seeks to encourage you to use this knowledge to inform and improve your leadership and management skills and practices.
Module Summary
- The individual at work
- Motivation, satisfaction and productivity
- Group behaviour and leadership
- Power, authority and conflict in organisations
- Organisational structure and design
- Organisational culture
- Organisational change
- Wellbeing
- Employee engagement
Learning Outcomes
On successful completion of the module, you will be able to:
- Critically evaluate relevant theories and empirical evidence relating to organisational behaviour.
- Critically appraise and evaluate different strategies for management and leadership.
Module Aims
This module aims to develop your understanding and interpretation of sound financial management to almost all business decisions in order to understand the impact of this function on the principles and practices of executive management decision making.
Module Summary
- The terminology of accounting and the structure and content of the main financial statements used by business organisations.
- The role and use of different financial statements.
- The use of management accounting techniques for business planning and decision making.
- Sources of business finance and the role of financial information in the financing of a business.
- Business budgeting and budgetary control.
- The use of investment appraisal techniques in retail management.
Learning Outcomes
On successful completion of the module, you will be able to:
- Critically evaluate, present and prepare financial information in a clear accurate way.
- Demonstrate a critical understanding of the use of financial information for management decision making and control.
Module Aims
The module aims to develop your understanding and application of the principles, practices, models and tools called upon to ensure a holistic, responsible approach to strategic management. It engages students in the selection and application of relevant conceptual tools and models to assist them in interpreting both the business environment and the organisation’s resource base to solve problems and presenting a novel, sustainable business-level strategies.
Module Summary
- Strategic management philosophies and schools of thought
- Business Environment Analysis
- Competitive positioning / rivalry
- Core Competencies / Resource-Based Strategies
- Generic Business Strategies
- Strategies for growth/sustainability
- Stakeholder engagement/positioning
- Value chain analysis
- Strategic Change
Learning Outcomes
On successful completion of the module, you will be able to:
- Critically evaluate an organisation’s management of its approach to strategic function and develop informed plans to improve it.
- Diagnose strategic opportunities or problems and critically evaluate strategic choices and viable strategic options to assist them.
Module Aims
The module aims to develop student’s appreciation and criticality of how digital technologies have disrupted established marketing paradigms related to consumer behaviour, service/ product design and delivery, promotion and payment. It also seeks to develop students understanding of how web-matrix and big data is collected and used to generate consumer insights, develop co-creation and effective real-time, personalised promotion.
Module Summary
- Consumer behaviour in a digital context
- Digital / programmatic advertising and promotion
- User-generated content
- Digital applications
- Social media marketing and social influence
- Big data
- The ethics of digital marketing
- Service dominant logic
Learning Outcomes
On successful completion of the module, you will be able to:
- Critically evaluate the implementation of digital marketing.
- Design critically informed digital marketing strategies.
Module Aims
This module aims to develop a critical awareness and ability to evaluate established and emerging practices in marketing, to develop an in-depth understanding of the impact of marketing on technology, society, industry and the natural environment. And to develop the behavioural characteristics and psychology of marketing practices.
Module Summary
- Relationship/loyalty Marketing
- Big Data and Web Metrics
- Societal Marketing and Social Responsibility
- Social Marketing
- Omni Channel Marketing
- Segmentation versus fragmentation
- The Challenges of Demographic and Consumer Change
- Marketing Through Alliances and Networks
- Big data / cloud-based marketing
- Mobile, real-time marketing
- Macro/sustainability marketing
- NeuroMarketing
- User-generated content
- Programmatic advertising
- Service dominant logic and co-creation
Learning Outcomes
On successful completion of the module, you will be able to:
- Demonstrate a critical understanding and reflect on the themes that are emerging in marketing and the manner in which these limit contemporary marketing theory.
- Demonstrate a systematic and critical appreciation of the impact of marketing decisions on the complexity of the business and social environments.
Module Aims
The aim of this module is to provide you with the opportunity to work independently to consolidate the learning acquired through your Executive MBA programme into a single capstone project.
You will carry out an independent study on a management topic of your choice in an area of interest within your own workplace setting (or a company of your choosing) and compile a comprehensive report, applying the knowledge, understanding and skills obtained throughout the Executive MBA
You will be supported by a dedicated tutor and expected to deliver your previous knowledge and skills gained on the prior Executive MBA programme to evaluate and solve a specific business problem or opportunity
Module Summary
You will be expected to apply the key concepts learned through the Executive MBA and demonstrate their real-world application.
Before you start your project, you will work with your tutor to draw up a project and then interact with them weekly to update on the project’s progression. During this time you will:
- Recap the key learning outcomes of the module you have studied.
- Evaluate suitable collection, analysis and interpretation of different types of data and evidence.
- Determine effective / evidence-based decision making in organisations for business case development.
- Develop a suitable executive human resource management capstone project proposal.
- Produce a capstone project report.
You will be expected to consider your capstone project throughout the preceding modules, after which you will present your idea to your tutor. The tutor will discuss the project with you and, once the title has been established, you will draft the proposal within the first month. You will then interact with your tutor weekly. After each contact, you will be expected to record notes on your discussion in the learning journal as a record of contact and progress.
On completion of the Capstone Project, you will be expected to complete a report describing your activity, detailing with appropriate critical evaluation, feedback, and referencing.
Learning Outcomes
- Synthesise knowledge gained during Executive MBA Studies and apply these in solving specific human resource management problems.
- Develop a conceptual understanding of human resource management theory and constructs in a way that facilitates systematic search, justification and evaluation of competing courses of action.
- Critically evaluate information and data (evidence) to inform management decisions.
- Apply the principles and practices of human resource management to solve a specific management problem or develop new opportunities for growth.
About Learna
Learna is a 100% online provider of Postgraduate Diplomas, Masters and MBA courses. Since 2010 over 5000 students have progressed their career by studying one of our courses.
Our programs are run in partnership with the University of South Wales, The University of Gibraltar and the University of Wales Trinity Saint David. Our 100% online courses help professionals to further both their education and career, through the delivery of high quality, flexible education.
Flexible learning
Our flexible approach to learning ensures that you do not have to compromise your personal or professional commitments to access top-quality postgraduate education.
As a self-directed distance learning course, you can undertake your studies part-time and our Executive MBA programmes can be completed in just 18 months. Our courses are intensive, but you are provided with the flexibility to ensure that you can fit your studies around their lifestyle.
Community learning
Learna courses are authored and tutored by a community of internationally recognised educational leaders, who push our students to achieve their potential. Our group sizes of between 10-15 students encourages in-depth discussion, whereby our students not only learn through their own work, but from their colleagues too.
Student support
Our student support team are dedicated to guiding you through your entire education journey, ensuring that you never feel alone. Unlike traditional universities, for every 200 students, there is one support member, so you’ll always be looked after. The team can be reached via email, phone or messaging service, so you will always have access to swift and informative advice.
