Module Description

Principles and Practice of Marketing

The module will explore key marketing management principles and theories with a focus upon practical marketing management issues. Within Principles and Practice of Marketing, we will step through levels of the organisation, from corporate level, through business level, and to operational level. This approach will allow the students to view and evaluate organisational decisions across the organisation and understand issues of communication, culture, and change management amongst others. The first section of the module will consider Marketing Planning incorporating elements of environmental scanning, developing and setting organisational and marketing objectives, and developing organisational and marketing strategy. Later sections of the module will focus upon marketing implementation which includes elements of media decisions, operations management, and marketing measurements. Applying this knowledge, students will critically evaluate the macro and micro environment for the launch of a new product or service, identify appropriate strategies, logistics, pricing and communications, and outline ways of evaluating and measuring success.

Consumer Behaviour

The module provides an introduction to consumer behaviour, and includes a context setting which confirms some key marketing theory that underpins the study of consumer behaviour. Lectures focus on motivation, personality, perception and learning which are all relevant to the consumer as an individual. However ‘external’ influences such as marketing communications, the influence of reference groups (including families), and factors such as culture are all relevant in decision-making. Services marketing in relation to consumer behaviour will be considered and that factors such as service quality are important in consumer decision-making and customer loyalty. The topic of social marketing (using marketing principles to change a person’s behaviour – as opposed to exchanging money for goods or services) and marketing ethics are explored. The importance of consumer research is introduced and the module ends with a consideration of trends that have influenced consumer behaviour and marketing in general. Aspects of technology and innovation are significant to examine.

Digital Analytics Strategy

The module develops an in-depth understanding of the theory, practice and managerial implications of using Digital Analytics as part of an organisation’s marketing strategy. The syllabus will introduce students to key principles and challenges, including the analysis and evaluation of data from social media, websites and search marketing to improve marketing performance. Students will engage with a range of literature to reflect critically on contemporary issues and evaluate the role of big data ethics in an organisational context. In addition, they will get hands-on experience in key Digital Analytics tools used by marketing practitioners, resulting in strong strategic and applied knowledge in Digital Analytics upon successful completion of the module.

Social Media and Content Marketing

This module explores key theories and practices related to social media marketing and content marketing. The structure of the module follows a well-established model developed by Solomon and Tuten (2020) that focuses on 4 zones of social media marketing.

Strategic Brand Management

This module will develop students’ critical understanding of strategic brand management theory and their ability to evaluate the value of such theory to organisations. It will provide students with an understanding of branding from cultural and global perspectives, design and implement brand strategy, and creating and sustaining brand equity long term. It will also provide an opportunity for students to be creative in creating and sustaining a brand.

Digital Marketing Strategy

This module introduces the theory, principles, and practice of digital marketing strategy. Using contemporary frameworks and recent case studies students will learn about paid, earned and owned media and their role in digital marketing strategy. Students will investigate recent changes in online consumer behaviour and their impact on marketing practice. Some of the key topics discussed in this module will include: social media marketing, digital advertising, digital PR, online market research, user-generated content, mobile marketing, eCRM, content marketing strategy, email marketing, and online Public Relations.

Research Methods

This module covers research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination.

Dissertation

This module covers individual research, production of a dissertation, reflection on work undertaken. The work on a typical dissertation will consist of the following stages: carrying out a literature review, a selective gathering of data, analysis of data, application of appropriate theoretical concepts from relevant subject disciplines to the accumulated data, critical analysis of the problem, development of conclusions and recommendations from the analysis; and compilation of a dissertation of 15,000 words that are presented in a manner which is appropriate to a Master's Programme and may be useful to any organisations involved.

Most modules have 15 hours of lectures and 15 hours of tutorials taught by Edinburgh Napier and/or HKU SPACE academic staff.

Assessment is based on coursework and/or final examination.

Classes will be held on weekday evenings and weekends

Applicants should hold:

• An undergraduate degree at Honours level from a recognised university; OR

• An undergraduate degree from a recognised university PLUS no less than one year’s experience in marketing or sales or three years general working experience; OR

• An appropriate professional qualification e.g. CIM Diploma in Marketing, HKU SPACE Diploma in Marketing awarded within the HKU system through HKU SPACE, PLUS no   less than one year’s experience in marketing or sales or three years general working experience.

Entry as an Affiliate Student:

If you do not meet the above requirements, but have five or more years of marketing experience, you may enter as an Affiliate Student. Your application will be reviewed individually and, if successful, will allow you to study the two modules in the first trimester of the programme, Principles and Practice of Marketing and Consumer Behavior, as an Affiliate Student. If you pass these modules, you will be able to proceed with the rest of the programme.

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Edinburgh Napier University, Scotland, UK

Edinburgh Napier’s foundations were laid in 1964 and it became a university in 1993. Edinburgh Napier University takes its name from the 16th Century mathematician, John Napier, who is best known for the invention of logarithms. It is now one of the largest higher education institutions in Scotland with more than 19,500 students. The 2008 Research Assessment Exercise reported that many areas of Edinburgh Napier’s research are world-leading or of international excellence. In 2009, Napier became Edinburgh Napier University, changing its name to better reflect its location in Scotland’s capital and to strengthen its appeal worldwide. The Queen’s Anniversary Prize 2009 was awarded to the University’s Building Performance Centre for its innovative work on the reduction of noise transmission in new homes. The prize is the most distinguished award that can be made to a UK institution for higher or further education and Edinburgh Napier was the only university in Scotland to receive the prize on this occasion. In 2011, Edinburgh Napier was described as one of Scotland’s top universities for graduate employability by the Higher Education Statistics Agency. The University motto is “NISI SAPIENTIA FRUSTRA” – meaning ‘Without wisdom, all is in vain’.

• 2019 -  Edinburgh Napier achieves four stars overall in the prestigious QS Stars University Ratings, scoring a maximum five stars in three categories: teaching, employability and internationalisation.
• 2020 -  We are ranked the Times and Sunday Times top modern university in Scotland and the number one university in Edinburgh for student satisfaction in the National Student Survey.

The Business School's reputation for academic excellence is enhanced and supported by considerable research and consultancy in business and the strong links it maintains with industry. Around 2,400 of the Business School's students are in Hong Kong, where it is long-established. Edinburgh Napier University is the largest provider of UK education in Hong Kong.