Online MBA in Marketing

Program Overview

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The Online MBA with Marketing at St. Mary's University is a 100% online program designed to equip individuals with the skills and knowledge needed to thrive in the marketing field. The program focuses on strategic marketing, brand management, and integrated marketing communications strategy, preparing graduates for diverse marketing careers. With a flexible learning schedule and continuous assessment, this program is ideal for working professionals seeking a career transition into digital marketing.

Program Outline

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Degree Overview:

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Overview:

This 100% online MBA program with Marketing specialization equips individuals with the skills and knowledge needed to thrive in the marketing field.

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Objectives:

This program aims to:

• Deepen your knowledge of various business functions like economics, finance, marketing strategy, and leadership.
• Provide hands-on experience in applying learned theories to real-world scenarios.
• Enhance your communication, critical thinking, and ethical decision-making abilities.
• Develop your capacity to navigate and anticipate challenges within a rapidly changing global economy.

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Program Description:

This program comprises three core marketing courses focusing on strategic marketing, brand management, and integrated marketing communications strategy. You will learn to:

• Design effective marketing and communication plans.
• Utilize business intelligence and data analytics for strategic decision-making.
• Understand diverse populations and apply marketing principles to promotion, account management, advertising, sales, and global marketing.

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Outline:

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Program Content:

This program covers various business aspects, including:

• Economics
• Cost-based decision making
• Corporate financial management
• Operations
• Marketing strategy
• Organizational management
• Corporate planning

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Structure:

• 100% online delivery
• Part-time study
• Flexible learning schedule to balance work, family, and personal commitments

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Course Schedule:

• 12 core modules (3 specifically focused on marketing)
• Each module lasts approximately 8 weeks

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Individual Modules:

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Integrated Marketing Communication Strategy

• Overview of managing marketing functions
• Segmentation, targeting, and positioning
• Customer decision-making
• Market and environmental analysis
• Marketing planning strategies
• Role of advertising and promotional tools
• Developing and executing integrated marketing campaigns
• Measuring campaign effectiveness using relevant metrics

Brand Management

• Understanding the role and components of a brand
• Brand investment and value articulation
• Developing unique value propositions and effective brand differentiation
• Using brand elements and ongoing actionable brand metrics

Marketing Analytics

• Utilizing data analysis for marketing decisions

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4. Business Strategy

• Strategic analysis and managerial thinking for improved decision-making and competitive advantage
• Main theories, concepts, and models of strategic analysis

Finance for Managers

• Key financial fundamentals for managing operational activities and achieving strategic goals
• Time value of money, investing, capital expenditure decisions, and managing financial assets
• Cash flow management and allocation of financial assets

Economics for Managers

• Key economic concepts, theories, and analytical techniques
• Supply and demand models, product and market structures, international trade, financial markets, and economic growth
• Decision-making regarding capital projects, long-term investments, and risk aversion

Leadership & Organisational Behaviour

• Effective leadership skills, including managing change and leading in diverse environments
• Leadership with strong managerial ethics, emotional intelligence, and reflective leadership
• Relationship between contemporary leadership issues and classical leadership theory

Marketing Management

• Designing and implementing marketing efforts to achieve organizational strategies
• Value creation and delivery to customers and stakeholders
• Applying analytical concepts and tools for segmentation, targeting, branding, pricing, distribution, and promotion

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10. Business Intelligence & Visualisation Tools

• Transforming data into knowledge and value for improved decision-making
• Displaying results in graphical images for easier understanding
• Data organization, business intelligence processes and techniques, reporting, online analytical processing, data visualization, and business process management

Research Methods for Business and Management

• Developing research skills for business and consultancy
• Identifying feasible research topics, developing research proposals, and conducting literature reviews
• Examining philosophical and epistemological assumptions underpinning research and their role in design and implementation
• Ethical aspects of research and consultancy

Operations Management

• Understanding operations management and its importance in various fields
• Major problems and decision processes in operations management, including operations strategy, process and capacity planning, facilities planning, aggregate planning, materials planning, and quality planning

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Assessment:

• Continuous assessment through a variety of methods:
• Assignments
• Case studies
• Examinations
• Presentations
• Projects

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Teaching:

• Interactive online learning environment
• Live sessions with expert faculty
• Collaborative group projects
• Access to online resources and learning materials
• Individualized feedback and support from faculty

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Careers:

• This program prepares graduates for diverse marketing careers, including:
• Marketing Manager
• Head of Marketing
• Marketing Director
• VP of Marketing
• CMO
• Digital Marketing Manager
• Media Manager
• Brand Manager
• Business Development Manager
• Market Research Analyst

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Other:

• This program is ideal for working professionals seeking a career transition into digital marketing.
• Course content aligns with the needs of today's employers, focusing on business and management skills, audience analysis, competitive environments, and effective use of marketing tools and channels.
• Developed in partnership with Higher Ed Partners (HEP).
• St. Mary's University is ranked among the top 10 in the UK for student experience (Sunday Times Good University Guide 2024).