University of Buckingham: Strategic Marketing & Customer Experience Management

InstitutionUniversity of Buckingham
Department Business Management
Web http://www.buckingham.ac.uk
Email admissions@buckingham.ac.uk
Telephone 01280 820227
Study type Taught

Summary

This strategic marketing MSc will be invaluable to any student wishing to pursue a career in marketing (e.g. marketing management, brand management, customer experience and customer service management). In today’s global, digital world, effective strategic marketing puts the customer and their needs at the centre of decision-making, and a clear focus on customer experience is a critical part of this. An understanding of this need for customer-centricity is at the core of our MSc in Strategic Marketing & Customer Experience Management. This leading-edge programme is designed to be totally relevant to today’s organisations, exposing students to managerially relevant theory and practice, which will be of value in real-world business contexts. The programme provides students with the knowledge, understanding and skills required to help firms address the marketing challenges that lie at the heart of their business.

This programme provides an in-depth understanding of how firms can develop compelling value propositions, within the context of the strategic marketing planning process, and then how to deliver these value propositions across the customer journey, creating positive customer experience. In addition, the programme will enable students to examine the concept of service from many perspectives, by exploring service systems as well as service leadership, along with the critically important area of managing employees in a service-focused culture. The programme also provides an understanding of consumer behaviour and digital and social media marketing – essential knowledge in this complex, digital world where consumers increasingly expect a seamless omnichannel experience throughout their customer journeys. Additionally, a practical research methods module will set the students up to embark on their dissertation, which will give them the opportunity to ‘deep dive’ into an aspect of the programme that they have found particularly inspiring.

MSc

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