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Programme structure

We want to give you the best chance of applying what you learn with Roehampton Online towards your career. That is why we’ve structured your online learning experience to give you regular opportunities to learn from your peers and receive faculty feedback.

All our online masters programmes consist of seven modules and a dissertation, called the Research Project. Each module is 10 weeks long and composed of five learning units. Your first module will include a comprehensive introduction to our online learning platform. Each learning unit is two weeks long. This means you’ll spend two weeks debating, researching and learning about one subject before moving on to the next.

Module outlines

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Understanding Me in the Market (10 Weeks)

The first module introduces you to the masters programme, focusing on the skills required to successfully complete your postgraduate studies, and exploring the key marketing principles that will be used in your studies and your professional career. It aims to familiarise you with the analysis and evaluation of scholarly writing, academic integrity and active participation in discussions, which is one of the most important parts of the learning experience.

In the first week you will focus on getting to know the online classroom through guided activities designed to help you develop essential study skills that you will need throughout your programme.

Learning outcomes

Upon completion of this module, you should be able to:

  • Confidently navigate the online classroom and perform a range of tasks including submitting assignments, contributing to discussions and viewing your grades
  • Evaluate personal strengths and required improvements related to academic and online learning
  • Analyse the roles and responsibilities of marketers
  • Critically analyse forces that influence marketing strategies
  • Apply foundational marketing concepts to business scenarios
  • Develop marketing strategies and innovations

Understanding Markets (10 Weeks)

In this module, you will focus on the consumer – the most important stakeholder – and analyse the strategic implications of psychological and social influences that they experience. It will help you understand consumer decision-making in order to design effective marketing strategies. Moreover, the module aims at analysing the ongoing trends of consumer behaviour, such as the influence of social media and ethical consumption.

Learning outcomes

Upon completion of this module, you should be able to:

  • Analyse the role of consumer in the marketplace and the connection between consumer behaviour and marketing strategy
  • Describe the consumer decision-making process
  • Evaluate the psychological foundations of consumer behaviour
  • Evaluate the social influences of consumer behaviour
  • Assess the most important ongoing changes in consumer behaviour
  • Analyse the role of ethics in marketing

Creating a Market Offering (10 Weeks)

This module focuses on the key concepts of market-driven strategies. It aims at connecting strategic marketing to contemporary practice by providing an overview of marketing management process steps, and the tools for analysing customers and competition. Through this module, you will learn how to think strategically and acquire the skills required to design marketing plans.

Learning outcomes

Upon completion of this module, you should be able to:

  • Apply varied perspectives on creating a market offering to professional practice
  • Identify competitive forces
  • Critically evaluate product and services marketing strategies
  • Analyse the main pricing methods
  • Evaluate the key channel levels and functions
  • Discuss and interpret e-commerce marketing practices
  • Identify new product-development strategies
  • Evaluate socially responsible marketing strategies

Influencing Markets (10 Weeks)

This module seeks to introduce you to integrated marketing communications and focuses on the communications mix. You will have the opportunity to learn about media planning and budgeting, and discuss in detail the role of advertisements, sales promotions, personal selling and public relations. This module is also designed to familiarise you with social media as a promotional vehicle and to stimulate critical thinking about innovative forms of promotion.

Learning outcomes

Upon completion of this module, you should be able to:

  • Apply varied perspectives on influencing markets
  • Analyse the communication/promotional mix
  • Evaluate various techniques used in advertising
  • Analyse the media-selection process, and the advantages and disadvantages of each type of media
  • Apply the channels and instruments of public relations
  • Analyse methods and techniques of sales promotions
  • Describe successful webpages and social-media promotion
  • Apply the concepts of integrated marketing communications in organisational and community initiatives

Mastering Market Data (10 Weeks)

The digital world is generating unprecedented volumes of data, covering online purchases, browsing behaviour and social-media activity, all of which are collected from computers, mobile devices and other sensors. Mining and interpreting this data is key to a successful marketing strategy, whether to drive customer engagement or design retention and loyalty plans. This module shows you how technology is enhancing traditional analytics – introducing you to data mining, big data and CRM, and showing you how to apply them in marketing.

Learning outcomes

Upon completion of this module, you should be able to:

  • Identify the right consumers to focus upon, evaluating the commercial potential within different market segments
  • Analyse the effectiveness of the “satisfaction-loyalty-profit” chain
  • Evaluate different customer metrics and apply data-mining techniques
  • Understand the benefits and limitations of big data
  • Design and implement effective CRM strategies based on robust data analysis
  • Identify and understand the ethical issues surrounding the use of CRM and big data

Contemporary Issues in Marketing (10 Weeks)

Over the last decade, traditional marketing practices have been superseded by new trends and techniques. This module presents the latest innovations and developments for analysing consumer needs and promoting products and services. You’ll have the opportunity to gain an overview of modern marketing tools and learn how to apply them creatively to current and future business challenges.

Learning outcomes

Upon completion of this module, you should be able to:

  • Analyse and evaluate the effectiveness of change-management strategies
  • Critically evaluate research tools for forecasting and use them to analyse market trends
  • Describe the key principles of e-marketing
  • Identify the main elements of effective crisis management
  • Evaluate various connected marketing techniques
  • Apply contemporary market understanding to organisational and community initiatives

Research Methods (10 Weeks)

The module will prepare you to critically evaluate a range of research approaches and formulate an appropriate research strategy to investigate relevant issues. It forms the basis of a research proposal that you will take forward into the Management Research Project.

Learning outcomes

Upon completion of this module, you should be able to:

  • Understand and appraise the various approaches to management research
  • Critically evaluate published research in a relevant field of management literature
  • Identify and assess appropriate research methods for your management research project
  • Conceptualise a management-related or organisational issue and formulate an appropriate research question
  • Design an appropriate research strategy to address a specific management research question

Management Research Project (26 Weeks)

The Management Research Project will provide you with the opportunity to integrate the prior learning from the programme. You’ll apply the analytical and conceptual tools and personal skills gained from the previous modules to an in-depth investigation of a specific management problem. The result will be the presentation of a research report.

Learning outcomes

Upon completion of this module, you should be able to:

  • Refine and finalise a relevant and feasible topic and research question
  • Design and plan an appropriate research strategy to address a relevant management research question
  • Undertake systematic search and review of relevant published theoretical and research-based literature
  • Collect, analyse and synthesise relevant data
  • Present research results in a critical fashion
  • Present and justify conclusions, implications and, where appropriate, recommendations

At the end of each module you’ll submit a final project, which is a written piece of work (such as an essay or case study). While your final project for each module will be the primary factor in determining your grade, your contributions to shared activities will also be taken into consideration.

Your research project is the largest – and final – piece of work you’ll undertake during your online masters programme. You’ll undertake an in-depth investigation of a specific problem and present your research topic, methodologies, results and conclusions as a report of 10,000 to 12,000 words.

This is your chance to set yourself apart from the rest


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