MSc Strategic Marketing Fact Sheet - Imperial College London

Courses
Marketing Fundamentals
Exploring the way organisations develop competitive advantage
by creating, delivering and communicating value to customers,
this course covers the key marketing concepts and principles, as
well as including a discussion of corporate social responsibility
(CSR) and its growing importance in marketing.
Consumer Behaviour
When, why and how do people buy or not buy a product? Using
elements from psychology, sociology, social anthropology and
economics, you will gain an understanding of buyer decisionmaking
processes and the factors that influence them.
Branding
How do brands create value for customers and for the organisations
that manage them? The course covers building, measuring and
managing elements of the marketing mix to build brand equity.
Digital Economy
The nature and dynamics of the digital economy are explored through
a number of business models and cases of different firms who have
succeeded in the digital space.
Marketing and Innovation
Examining the critical role of marketing in driving innovation in
organisations, plus the principles of innovation, this course will
discuss the difference between product and service innovation,
highlighting the relationship between marketing and innovation.
New Challenges in Marketing I
Recent research findings in marketing and their implications
for marketing practice are examined through presentations and
discussion with marketing faculty and industry experts. This
course must be taken by all students, but will not be assessed.
Online Technology in Marketing
An online course that all students must complete in their first term.
It will cover the basics of the internet, how professional websites
are built, interactive and multimedia, how customer relationship
management (CRM) systems work, how web content becomes viral
and other related topics.
Relationship Marketing
Relationship Marketing recognises the long-term value of customer
relationships and extends communication beyond intrusive
advertising and sales promotional messages. In this course, the
principles of relationship marketing will be explored and cases
of best practice in relationship marketing discussed. This course
will also examine the principles of services marketing and explore
state-of-the-art marketing practice in this area.
Digital and Interactive Marketing
The internet and the widespread use of mobile devices
have provided a new set of opportunities to connect with
customers. At the same time, they have created a new set of
marketing challenges. This course allows students to explore
the opportunities and challenges presented by these new
technologies, and examines the different ways they can be used to
drive customer and financial value.
Pricing
You will be provided with a systematic presentation of the factors
that need to be considered when setting prices, learn how pricing
alternatives can be developed, how the pricing decision can be
integrated back into the marketing mix, and how its effectiveness
in achieving broader managerial objectives can be evaluated.
Market Analytics
Examining approaches to the analysis and improvement of the
efficiency and effectiveness of marketing, this course focuses on the
alignment of marketing activities and strategies with business goals,
involving the creation of metrics to monitor marketing performance.
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MSc Strategic Marketing
Students wishing to study a doctoral programme after this programme may take a
conventional MSc project in lieu of the Marketing Consulting Project and Marketing Essay.