The MA Global Management with pathways offers an enhanced study of global organisations, their management and the changing external context in which they operate.
We aim to prepare you to be a more effective global manager, leader and citizen.
The Global Marketing & Communications pathway provides insight into key global marketing issues and identifies underlying marketing principles and theory.
It will equip you with the necessary techniques and tools for developing marketing strategy and communications programmes, including company analysis, competitor analysis and customer-focused solutions.
You will gain an appreciation of strategic issues involved in market entry, consumer behaviour, new product development, brand management, sales force management, advertising, segmentation of markets, targeting markets and market positioning in the global arena.
Why should I choose this programme?
The marketing concept and its implementation underpin all successful business. Without customers to serve, a company would have no revenue and no reason to exist.
In a very real sense, therefore, marketing is the basis for a company’s existence. Increasingly, that basis is global, where knowledge of global marketing practices and strategies becomes a prerequisite for success in today’s inter-connected world.
This pathway will give you the opportunity to apply your knowledge and skills to real marketing challenges in international settings.
Key skills, aims and objectives
- Skills of reflection and critical evaluation, used to solve problems and make global marketing decisions
- Problem-solving and decision-making skills
- Numeracy and quantitative research skill
- Communication skills, including the ability to use a range of media in the preparation of business reports
- Negotiation skills and the ability to persuade or influence others
- Leadership skills
- Team-working skills
All kinds of organisations, including new start-up companies, small and medium-sized enterprises, global corporations and non-governmental organisations require marketing specialists to communicate effectively with their customers.
Your knowledge and skills will be valued by any organisation looking to win and retain customers for commercial gain and competitive advantage. Potential employment fields may include media, finance, retail, health care, education, government and research and development.