In an ever-evolving global business landscape, strategic marketing is crucial in shaping every facet of business operations. It informs decisions relating to sustaining consumer demand, enhancing profitability, building brand reputation and maintaining a competitive edge. Our Marketing Management MAMSc integrates the latest digital and analytical marketing practices, equipping you to thrive in this dynamic and exciting field. Whether you choose the MA or the MSc, this course aims to grow your managerial effectiveness in the increasingly digitised, automated and globalised marketing field. It will deepen your understanding of the relationship between the marketing function, the broader organisation, and the organisation and its customers. This enables you to adopt a holistic, forward-looking approach to marketing to achieve long-term sustainable competitive advantage. Suitable for existing marketers keen to adopt a strategic approach to marketing management or those from a non-marketing background, our balanced portfolio has been designed to deliver the breadth and depth of knowledge required to excel in marketing strategy, market research, digital and global marketing, and product and brand management. All students will initially be enrolled on the Marketing MA to allow time to appreciate the different aspects of each pathway and reflect on individual abilities, strengths and future career development. You will decide which pathway to follow during the first semester. The MA explores how creativity and innovation, in tandem with analytical skills, can be used to add value to marketing campaigns and strategies. MSc students will develop analytical and data-handling skills to guide decision-making and evidence-based problem-solving for planning and implementing marketing strategies.