how can businesses build and manage successful brands?

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University of Edinburgh Business School 7 Bristo Square, Edinburgh, EH8 9AL, UK t +44 (0)131 650 9663 f +44 (0)131 650 8077 e [email protected] www.business-school.ed.ac.uk JOIN THE NETWORK The University of Edinburgh is a charitable body, registered in Scotland, with registration number SC005336. HOW WE CAN STAND OUT FROM THE CROWD HOW CAN BUSINESSES BUILD AND MANAGE SUCCESSFUL BRANDS? THE BIGGER PICTURE DO MARKETERS HAVE A RESPONSIBILITY TO CREATE A BETTER ENVIRONMENT FOR EVERYONE? Putting you at the heart of business MSc in Marketing MSc in Marketing and Business Analysis BEYOND THE NUMBERS HOW CAN BUSINESS ANALYSIS HELP YOU UNDERSTAND YOUR CUSTOMERS BETTER?

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Page 1: HOW CAN BUSINESSES BUILD AND MANAGE SUCCESSFUL BRANDS?

University of Edinburgh Business School7 Bristo Square, Edinburgh, EH8 9AL, UKt +44 (0)131 650 9663f +44 (0)131 650 8077e [email protected]

www.business-school.ed.ac.uk

JOIN THE NETWORK

The University of Edinburgh is a charitable body, registered in Scotland, with registration number SC005336.

HOW WE CAN STAND OUT FROM THE CROWDHOW CAN BUSINESSES BUILD ANDMANAGE SUCCESSFUL BRANDS?

THE BIGGER PICTUREDO MARKETERS HAVE ARESPONSIBILITY TO CREATE A BETTERENVIRONMENT FOR EVERYONE?

Putting you at the heart of business

MSc in Marketing MSc in Marketing and Business Analysis

BEYOND THE NUMBERSHOW CAN BUSINESS ANALYSIS HELP YOU UNDERSTAND YOURCUSTOMERS BETTER?

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www.business-school.ed.ac.uk 01

CONTENTSBE PART OF THE DEBATE >>>>

13HOW CAN BUSINESSANALYSIS HELP YOUUNDERSTAND YOURCUSTOMERS BETTER?

19DO MARKETERS HAVE ARESPONSIBILITY TO CREATEA BETTER ENVIRONMENTFOR EVERYONE?

14HOW CAN BUSINESSESBUILD AND MANAGESUCCESSFUL BRANDS?

02 A CITY OF CULTURE07 A CITY OF BUSINESS08 THE UNIVERSITY OF EDINBURGH11 THE BUSINESS SCHOOL12 MSc IN MARKETING15 MSc IN MARKETING AND

BUSINESS ANALYSIS16 PROGRAMME STRUCTURE20 MAKING YOUR APPLICATION

Edinburgh is a leading international centre for business and finance. It’s also a beautiful, inspirational city. And, here in the University of Edinburgh BusinessSchool, you have a School that is right at the heart of the city, at the heart of business.It’s a compelling prospect for anyprospective MSc student.

I’d like to thank you for your interestin the MSc in Marketing and MSc inMarketing and Business Analysis. As one ofthe leading business schools in Europe, atone of the world’s leading universities, wehave achieved an enviably high quality ofteaching and research, as well as a naturalconnection to business. What really sets usapart however, is a willingness to lookbeyond accepted business thinking, tocreate debate and spark new ideas.

If you’d like to find out more about theSchool or our programmes, please do get in touch with our programme directors.Or, better still, come and visit us yourself. I think you’ll be suitably inspired.

Nick OliverHead of School

02A CITY OF CULTURE

08THE UNIVERSITY

11THE BUSINESS SCHOOL

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02 MSc IN MARKETING MSc IN MARKETING AND BUSINESS ANALYSIS

A CITY OF CULTURE

EDINBURGH

LONDON

DUBLIN

A CITY OF CULTURE

Edinburgh is a major Europeancapital, a place where history can be felt in every beautiful cobbledstreet and elegant crescent. A WorldHeritage site, it is a city of hospitalityand creativity. For generations, thegifted and the inspired; the artist andthe scientist have made Edinburghtheir home.

Named the ‘Best Place to Live and Work in the UK’, Edinburgh is an attractive city, notable for fineGeorgian and Victorian architecture,striking parks and gardens. Here,you’ll find a royal palace, a clifftopcastle and an extinct volcano – all inthe heart of the city. You’ll also findthe Scottish Parliament, housed inan iconic piece of modern design.

The city is both ancient and full of vigour. With four universities,major international arts festivals,world class galleries, theatres andconcert halls, Edinburgh has amodern dynamism within its

historic streets. People from all over the world have settled here,with a strong ethnic flavour to thebars, cafés and restaurants. It has allthe advantages of a major Europeancapital, yet is small in scale – onlyhalf a million people – and safe.

Beyond the city boundaries, Scotlandis a land of rugged beauty, one ofEurope’s last great wildernesses withmountains, lochs and seven thousandmiles of stunning coastline. Withinonly a few miles of the School liesthe gently rolling countryside of EastLothian, with beaches, villages andfamous golf courses just waiting tobe discovered. Scotland is, of course,the home of golf and its birthplace,the ancient town of St Andrews, is less than a couple of hours fromhere. The landscape of this striking,diverse land could have been madefor the outdoor sporting life. Skiing,surfing, hiking, mountain biking and kayaking are just some of theexhilarating activities on offer.

Edinburgh is a year-round festival city with events dedicated to theatre, film, books,art and science. It’s home to The Edinburgh International Festival Fringe, the world’slargest arts festival. An offshoot of the International Festival itself, established in1947, the Fringe staged over 31,000 performances across 250 venues in 2008.Edinburgh’s Hogmanay is the world’s biggest new year celebration, with more than 100,000 taking to its streets for a party that lasts a whole week.

The city of Edinburgh is well-connected,offering a range of direct internationalflights and extensive rail links, withfrequent flights from London taking only 70 minutes.

HOW DID A CITY SO STEEPED IN HISTORY BECOME AN ICON OF CONTEMPORARY ARTS?

Did you know?

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THE CITY OF EDINBURGH

AS ONE OF EUROPE'S LEADING FINANCIALCENTRES, EDINBURGH UNIQUELY COMBINES A DYNAMIC BUSINESS COMMUNITY WITH ITS STATUS AS A WORLD HERITAGE SITE

04 MSc IN MARKETING MSc IN MARKETING AND BUSINESS ANALYSIS

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www.business-school.ed.ac.uk 07

A CITY OF BUSINESS

06 MSc IN MARKETING MSc IN MARKETING AND BUSINESS ANALYSIS

A city of culture, a city for business,Edinburgh has a real sense ofdynamism. A compelling blend ofhistory and cutting-edge modernity,it is the second largest financialcentre in the UK with a thriving,diverse economy and a highlyeducated, motivated workforce.

The University of EdinburghBusiness School embodies thispotent mix. The University offers a stimulating learning environment,nurtured over more than 400 years.The School itself is one of the mostrespected, most progressive inEurope, with alumni drawn from all corners of the globe.

Here at the heart of Edinburgh, the School is perfectly placed toengage with the local, national andinternational business community.Several major global financialinstitutions – banks, insurancecompanies, investment houses,brokers – have their HQs in

Edinburgh. In a city that brought the world Dolly the Sheep, theworld’s first cloned mammal, a citythat is home to the most powerfulcomputer in the UK (here in theUniversity), a city that has developedthe country’s most vibrant bio-sciences sector, the School is right at home in this atmosphere ofinnovation and collaboration.

This focus on cutting-edge learningattracts the world’s leading thinkersand business people to the city.Edinburgh is a major conferencedestination, a venue for internationalsymposia and research meetings. In a country at the leading edge ofresearch into renewable energy, acity at the heart of Europe’s financialsystem, we have a notable pool oftalent to draw on. And we do. Everyweek, guest speakers will present to students, engage in debate withfaculty and encourage our potentialentrepreneurs. We’re connected to business in real, practical ways.

A CITY OF BUSINESSWHAT ATTRACTS THE WORLD’S LEADING BUSINESS THINKERS TO EDINBURGH?

‘EDINBURGH IS A TRULY AMAZING CITYWITH SUCH INCREDIBLE BEAUTY THATIT WAS A JOY TO STUDY THERE’Yoni Titi, Postgraduate student

Edinburgh, Scotland’s capital has thestrongest economy of any UK cityoutside London. Education, health,finance, retailing and tourism are themain industries. The centre of the cityis divided into the Old Town and theNew Town, both of which are WorldHeritage sites and are steeped inatmosphere and are endlesslyfascinating to wander around. Built onseven hills like Rome, it also boasts amajestic skyline of spires and cupolasthat has been painted andphotographed countless times in allits changing lights. It’s a city that’shard to tire of, which explains maybewhy many of its natives are loathe toleave it for too long.

Did you know?

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08 MSc IN MARKETING MSc IN MARKETING AND BUSINESS ANALYSIS

THE UNIVERSITY OF EDINBURGH ‘INDUSTRY, KNOWLEDGE ANDHUMANITY ARE LINKED TOGETHERBY AN INDISSOLUBLE CHAIN’ David Hume, Scottish philosopher, economist and historian

THE UNIVERSITY OF EDINBURGH

The University of which we are akey part is one of the oldest in theUnited Kingdom. Granted its RoyalCharter in 1582, the University ofEdinburgh has been the home forsome of the country’s mostdistinguished thinkers.

During the 18th century, theUniversity lay at the heart of a truly remarkable period in Europeanhistory. The Scottish Enlightenmentfused art, science, politics, law andsociology to create a new, reason-based approach to the humancondition. The Enlightenmentnurtured many great thinkers, a great number of whom studied or taught here.

The extraordinary level of creativityshown by the faculty, students andalumni of Edinburgh is evident, for example, in the naturalisticphilosophy of David Hume; JamesHutton’s founding of moderngeology; Charles Darwin’s Theory of Evolution; James Clerk Maxwell’sunified model of electromagnetism;

Joseph Lister’s development of antisepsis; Sir James YoungSimpson’s revolutionary work with anaesthesia; Sophia Jex-Blake’spioneering work in advancingmedical education for women; Peter Higgs’ prediction of newsubatomic particles; and the firstcloning of a mammal by Sir IanWilmut and his team. Today, theUniversity is breaking new groundin renewable energy research, in medicine and in informatics.

The University of Edinburgh hasplayed a key role in the developmentof science, arts and business for morethan 400 years. Scholars, poets,politicians, scientists, humanists,entrepreneurs and dreamers alikehave all found inspiration here.

The University of Edinburgh is one of the largest in the world. With morethan 25,000 students and 600 differentdegree programmes, it attracts studentsfrom around the globe. Almost everyplace on every course could be filledseveral times over; little wonder ouralumni have gone on to achieve great things over the centuries.

Did you know?

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10 MSc IN MARKETING MSc IN MARKETING AND BUSINESS ANALYSIS

www.business-school.ed.ac.uk 11

THE BUSINESS SCHOOL

A history of innovationIn 1916, the Edinburgh Chamber of Commerce encouraged theUniversity to consider instituting a degree in commerce. And so, in 1918, the Bachelor of Commerce(BCom) was born, one of the first two to be offered in the UK. A yearlater, the Chair of Accounting andBusiness Method was founded, thefirst such Chair in Scotland.

The Edinburgh MBA programmes werefirst offered in 1980 and since then, theSchool’s postgraduate degree portfoliohas grown significantly and now lies atthe forefront of business developmentin areas such as finance and risk,international business, carbonmanagement, accounting andmarketing. Over 4,000 postgraduatestudents from a variety ofbackgrounds and nationalities havesuccessfully graduated from theseprogrammes.

Who we areWe are a catalyst. A place where ideas are born, theories debated and business done. Much more than a source of knowledge, we can make a crucial difference to the career andpersonal progression of our students.Our MSc programmes have a strongfoundation in academic research, yetall are designed to tackle the very realissues that face today’s internationalbusiness community.

This indivisible link between Schooland business can be found right acrossour work. It’s there in our sponsoredresearch, in our executive educationprogrammes, in our guest speakerseries, in our Entrepreneurship Cluband our student projects. It’s there in the lecture theatre, the classroom and the coffee bar.

Cutting edge researchResearch is the lifeblood of any major business school, creatingleading-edge thinking that will inform and sometimes revolutionisefuture business strategy. Be itmethodological, applied or blue sky,the research conducted at Edinburghseeks to set the agenda across a widerange of business disciplines.

Our research clusters, staffed by teams whose work has realinfluence in business, in governmentand the public sector, place originalresearch, original thought at the coreof the MSc curricula. The latestresearch to come out of the Schoolincludes some truly groundbreakingwork in carbon management,finance, credit scoring and publicmanagement.

International impactBusiness is global. So are we. OurMSc programmes get to the core of international business and financeto address key issues of the day. Ourstudents, like many of our teachingfaculty, have an internationalbackground in terms of nationalityand career.

This strong sense of internationalismcreates a lively theatre of debateamong students and betweenstudents and faculty. We always lookto create a mix of nationalities andbackgrounds so that we are able tolearn from each other, sharing ideasand insights into different cultures.Our MSc portfolio typically attractsstudents from over 50 differentcountries.

The University of EdinburghBusiness School faculty numberssome 63, with at least 1,200students studying here at any onetime. Our faculty has substantialcommercial experience and animpressive track record in thepublication of original research andour professors are some of the mostrespected in business academia.

Impressive resourcesThe Business School is located on thelively University campus right in theheart of the city. MSc students have24 hour access to dedicated computerlabs, study and social spaces.

The centre of the School’s knowledgebase is the Management InformationResearch Access Centre and LearningEnvironment (MIRACLE). Thisprovides students and faculty withcomprehensive study facilities andelectronic access to a vast array ofspecialist research databases, onlinejournals and many of the leadingfinancial information services.

THE BUSINESS SCHOOLThe University of Edinburgh Business School and its programmes feature highly inglobal rankings produced by both the Financial Times and the Economist. The Schoolalso holds both EQUIS and AMBA accreditations. These features are testimony to the quality of our programmes, students, research, staff and alumni.

Did you know?

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12 MSc IN MARKETING MSc IN MARKETING AND BUSINESS ANALYSIS

MSc IN MARKETING

MSc IN MARKETING ARE YOU MARKET READY?

DEBATE

DO MARKETERS HAVEA RESPONSIBILITY TOCREATE A BETTERENVIRONMENT FOREVERYONE?

We understand that marketing has a rolein society, an obligation to its customersand the public and has become anessential part of delivering customervalue and satisfaction. It is no longerenough to have the marketing tools atyour disposal – you have to know howand when to use them. Increasinglymarketing is being applied to the non-profit sector and issues like sustainabilityand green marketing are appearing oncompanies’ and academics’ agendas.With the growth of fair-trade and otherethically sourced products, businesseshave sought to adopt sociallyresponsible practices in response toconsumers’ environmental concerns.

Looking at marketing in societybroadens our perceptions of the natureand scope of marketing and aspires todevelop brand managers with a socialconscience as well as an eye on thebottom line and profitability.

BE PART OF THE DEBATE >>>>Join the MSc in Marketing or the MSc inMarketing and Business Analysis

In times of economic uncertainty andrapid change, organisations need torespond quickly and deliver marketingstrategies that meet customers’ needsand impact on the bottom line.Marketers are involved in decisionsabout a product or service during itslifecycle from development throughproduction, pricing, distribution andpromotion. To make these strategicbusiness decisions marketers need tobe firmly schooled in thefundamentals of marketing.

The University of Edinburgh BusinessSchool is pleased to introduce acomprehensive MSc in Marketing.This one year full-time programmeoffers specific marketing expertisetailored to graduates from a generalbusiness or management-relateddiscipline who are looking to developa career in marketing. Theprogramme aims to produce critical,reflective marketers and emphasisesthe integration of theory and practicewith the skills and knowledgerequired by employers.

The MSc in Marketing offers an in-depth study of the marketingdiscipline through a comprehensiverange of academically groundedcourses. Students are provided with athorough understanding of thetheoretical foundations of marketingalongside current and emergingapplications. Core courses in the firstsemester cover marketingmanagement, the analysis ofmarketing decisions, consumerbehaviour, and marketing researchmethods. This will provide studentswith key marketing concepts andframeworks as well as developingtools to apply to marketing problems.

In addition, the programme structureallows students to study aspects ofmarketing related to their intereststhus supporting their intended careerpaths. In Semester two studentschoose four option courses. Thesecourses focus in on specifics such asmarketing communications, brandmanagement, international marketingand societal aspects of marketing. Inaddition, through marketingapplications, students explore

contemporary issues and futuretrends in marketing. Typical careersfor graduates would include roles inmarketing, sales or public relations.

The school regularly hosts guestspeakers who present to students. The School also maintains goodrelationships with industryprofessionals who are happy to adviseour students. It is connections likethese that characterise the dynamicnature of this strongly vocationalprogramme.

Most of the faculty delivering theprogramme are drawn from theSchool's vibrant and growingmarketing group. Research interestsof the Marketing group addressconsumption practices incontemporary culture spanning arange of industry sectors, includingfood, financial services, non-profitand international retailing. Withextensive research collaborationsboth at national and internationallevels students will benefit from thelatest research debates and findingsthroughout their time on theprogramme.

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www.business-school.ed.ac.uk 15

MSc IN MARKETING &BUSINESS ANALYSISREADY TO ADD A LITTLE SCIENCETO MARKETING?

Increasingly marketing professionalsare utilising data analysis andpredictive modelling in decisionmaking in a variety of applicationssuch as customer profiling, datamining and forecasting. For an addedappreciation of the skills involved insolving practical, analytical businessproblems, students can study the MScin Marketing and Business Analysis.This one year full-time programmeprovides graduates from a generalbusiness or management-relateddiscipline with a more quantitativeapproach to marketing andfurthermore the knowledge andpractical skills required for a career inmarketing and business analysis.

The MSc in Marketing and BusinessAnalysis offers an in-depth study ofthe marketing and managementscience disciplines through a range ofacademically grounded courses. Thisprogramme is unique in that it allowsstudents to explore the interfacebetween the marketing andmanagement science disciplines asthey learn about the theoretical

foundations of marketing and therange of business modellingapproaches relevant to marketingdecisions. The programme structurereflects this as core and electivecourses are shared equally betweenmarketing and management sciencegiving students an expertise in bothareas.

Core courses in the first semestercover marketing management, theanalysis of marketing decisions,business statistics and forecasting andmarketing research methods. This willprovide students with anunderstanding of key marketingtheories and frameworks as well as anappreciation of the skills required inbusiness analysis.

In the second semester the structureof the programme encouragesstudents to tailor the programme totheir own interests and careeraspirations. Students select fouroption courses: two from marketingand two from management science.Through the options, students will

consider current and emergingapplications of marketing and the useand application of business modellingin a variety of marketing and businesscontexts.

With a dynamic guest speakerprogramme and links to industry theSchool leverages connections to thebenefit of students. This programmeprepares students for positions such asmarketing managers, productmanagers, market analysts, businessconsultants, database managers andmarketing researchers.

As well as drawing on the expertiseof the School's marketing faculty theprogramme benefits from facultydrawn from the ManagementScience group. Members of thegroup have gained world-widerecognition in the area of businessmodelling particularly in the area ofmanaging credit risk. Major projectswith corporate clients haveexamined issues such as customerretention and profitability. Thisexpertise will inform the specialistoptions on the programme.

MSc IN MARKETING AND BUSINESS ANALYSIS

BE PART OF THE DEBATE >>>>Join the MSc in Marketing or the MSc inMarketing and Business Analysis

DEBATE

HOW CAN BUSINESSANALYSIS HELP YOUUNDERSTAND YOURCUSTOMERS?

Organisations now have more informationabout their customers than ever before.The increasing use of customer loyaltycards, electronic channels and customerrelationship management systemsprovides a wealth of information on thedemographics and behaviour ofcustomers. However, does this mean thatorganisations have greater knowledge oftheir customers? Converting thisinformation into practical insights tosupport marketing decisions is asignificant challenge.

Using business analysis techniques, anorganisation can gain an understanding ofthe decision making processes of itscustomers and of consumers moregenerally. Techniques including statisticalmodelling, decision analysis and Monte-Carlo simulation are widely used inmarketing applications. These techniquesare applied to address issues such as thecustomisation of product offerings forindividual customers, the propensity ofcustomers to make repeat purchases andthe affect of peer-to-peer communicationon brand choice.

Business analysis models not only help anorganisation to predict the likely futurebehaviour of customers in the existingbusiness environment, but also help it toanalyse how customers are likely respondto a series of marketing decisions. Usingthe insights generated, organisations areable to identify new marketing strategiesto create customer value.

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Recent speakers at the Business School

- AccentureGlobal Head of Strategy

- AEGONHead of Strategy

- Egon Zehnder InternationalFormer Senior Director

- First ScotRailManaging Director

- GlenmorangieOperations Director

- Llloyds TSBChief Economist

- Roche GroupCEO

- Royal Bank of ScotlandHead of HR and Shared Services

- Scottish & NewcastleChairman of International Beer Division

- Scottish Development InternationalOperations Director

- ShellGeneral Manager of Oil Market Analysis

- SiemensChief Financial Officer

- TescoChairman

- Visit ScotlandHead of International Marketing

- Weber ShandwickManaging Director

- Wolfson MicroelectronicsCo-Founder and Non-Executive Director

www.business-school.ed.ac.uk 1716 MSc IN MARKETING MSc IN MARKETING AND BUSINESS ANALYSIS

InductionAt the beginning of the programmethere is a comprehensive inductionweek that provides an introductionto the School, the programme andthe University. Designed to be bothinformative and fun, it enables youto get acquainted with your fellowstudents with whom you will bestudying with for the duration of the programme.

Core coursesBoth MSc programmes feature fourcore courses. These are thefoundation upon which the wholeMSc is built. All core courses arestudied in Semester 1. Learning isachieved through lectures, casestudy and computer-based tutorials,set readings and group work.

Option coursesThis is your MSc. And this is whereyou can tailor your studies towardsyour career interests. From a choiceof option courses you have theopportunity to select four inSemester 2.

Options will be reviewed for eachnew intake ensuring that eachoption is of direct relevance to theneeds of today’s businesses.

Assessment Each course component uses acombination of formal examination,individual/group assessment andpresentations. The nature of thecomponent will dictate whichform(s) of assessment are used.

Dissertation The conclusion of the MSc brings all of the year’s learning together in a piece of work unique to eachstudent. Taking inspiration from theinformation and insights you havegained, each student devises thesubject matter, in discussion withfaculty, and sets the research agenda.The subject chosen should beviewed in light of your own futurecareer plans.

PROGRAMME STRUCTURE

The proposed option courses for 2010/11 are:*

- Marketing Communications - Product and Brand Management - International Marketing and Strategy- Marketing and Society - Marketing A pplications

* correct at time of going to press

NATIONALITIES OF MSc PORTFOLIO COHORT 2009-10

Indicative dissertation topics

MSc in Marketing- Case study of McDonald’s

standardisation/localisation of marketing mix elements in Taiwan

- Developments in new media and marketing methods: a study of marketing to children in China

- Dedicated followers of compassion: a qualitative study into young people’s consumption experiences of charity fashion products

- A cross-cultural study into the relationship between brand personality and brand equity amongst young consumers

- To what extent do loyalty schemes generate brand loyalty for retailers?

- Advertising during an economic recession

- Consumer scepticism towards green marketing

- An analysis of the international marketing strategies of car manufacturers

- Viral marketing: an examination of the successes and failures in the movie industry

Marketing Management

DissertationOption Course**

Option Course**

Option Course**Marketing Decision Analysis

Semester 1 Semester 2 Summer

Induction

** Students choose four option courses

Mid-September December April Mid-June End-August

Key Core course

MSc in MARKETING

Consumer Behaviour

Marketing Research

Option Course**

Marketing Management

DissertationOption Course**

Option Course**

Option Course**Marketing Decision Analysis

Semester 1 Semester 2

Induction

** Students choose four option courses, two from marketing stream and two from management science stream

Mid-September December April Mid-June End-August

Key Core course

MSc in MARKETING AND BUSINESS ANALYSIS

Business Statistics and Forecasting

Marketing Research

Option Course**

The proposed option courses for 2010/11 are:*

Marketing: (choose two)- Marketing Communications - Product and Brand Management - International Marketing and Strategy- Marketing and Society - Marketing Applications

* correct at time of going to press

Management Science: (choose two) - Credit Risk Management - Problem Solving and Spreadsheet Modelling Skills - Data Mining

Summer

Indicative graduate roles

- Marketing manager/director in private/ public sector

- Advertising manager in private/public sector

- Product manager- Product development manager- Brand manager / brand development

manager - Media manager- Sales director, sales account

manager- Digital marketing manager - Public relations manager- Market researcher

Market analyst, data analyst - Consumer researcher- Social researcher- Marketing fundraiser, community

fundraiser, digital fundraising manager - Account manager - Marketing campaign analyst - Research director – trend analyst - Data insight analyst - Innovation marketing manager - Trade marketing manager

MSc in Marketing and Business Analysis- Sales forecasting in the fast-moving

consumer goods industry - Good debt – Bad debt: an

investigation into the use of credit scoring techniques in assessing default of customers

- The use of simulation in business decision making: insights from manufacturers and retailers

- Does measurement matter? An examination of the use of marketing metrics in small and medium sized businesses

- Data mining in the clothes industry: a case study on the harvesting of customer data in a national clothing retailer

- To what extent can performance measures improve marketing effectiveness in multinational companies?

- Distribution decisions: how can decision tress and resource allocation models assist managers?

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18 MSc IN MARKETING MSc IN MARKETING AND BUSINESS ANALYSIS

CASE STUDIES FROM MSc STUDENTSMSc IN MARKETINGMSc IN MARKETING AND BUSINESS ANALYSIS

Sunattha Weerasakwattana2009 Graduate - MSc in Management

I decided on Edinburgh for a number of reasons.Firstly, it is part of a famous university with a longhistory and distinguished former students.It also has an excellent reputation.

Careers SupportThe MSc has one overarching aim –to help you determine your careergoals and realise your ambitions. It isa concept that runs at the very heartof the programme. Gaining newknowledge and skills,working withmulti-cultural groups and developinga personal network that will providelifelong connections will allcontribute to achieving your goals.

We work in close collaboration withthe University’s Careers Service inproviding extensive support thatprovides access to:- One-to-one careers advice- Two on-campus recruitmentfairs plus an extensive seriesof employer presentations- Extensive online job vacancysources- Practical skills training on makingapplications, selection techniquesand assessment centres- Access to comprehensive guidesand videos covering all aspectsof career development

Alumni servicesWhen you graduate, you willautomatically become a member ofthe Business School’s alumni networkas well as that of the University. Inaddition to the benefits and servicesprovided to alumni by the University,the Business School alumni networkprovides you with:- Dedicated online alumni resourceswhich offer access to a wide rangeof services including job postingplatforms and listings of eventsand activities- The Business School alumnimagazine – Aluminate- Access to an alumni version of theMIRACLE electronic resources- A growing number of alumnigroups and events worldwide- Access to the LinkedIn MScalumni network

Carl GoetzGraduate - MSc in International Business and Emerging MarketsRolls Royce, Purchasing

The MSc has had a direct impact on my career as myposition (working in global purchasing for a largemultinational) involves low-cost country sourcing.

Additionally, knowledge of the strategic decisionsnecessary for entering emerging markets has helpedme to understand the broader picture. The best thingabout the MSc is the variety of courses covered,which allows you to tailor the programme to yourspecific interests.

Pavle SabicGraduate - MSc in Finance and InvestmentState Street Bank and Trust, Quantitative Risk Analyst

I applied to Edinburgh because of its great reputationthroughout the world and because it is one of themost intensive finance programmes in the UK. It wasalso encouraging to know that many of the lecturersare experienced practitioners within the field. Finallyafter applying and being granted a scholarship for thecourse, my choice was made.

DEBATE

HOW CAN WE STANDOUT FROM THECROWD?

Branding has always been aboutdifferentiation, but creating a uniqueoffering becomes increasingly difficult in acrowded marketplace where consumersare actively involved in the construction ofbrand meaning. A brand is more than justa logo or a strapline, successful brandsengage in a two way dialogue with theircustomers and are rooted in the customerexperience. But consumers are talkingabout brands, rather than to brands,through new digital media and Web 2.0.Given this new dynamic, brands need tobe clear about what they stand for but berealistic about what they mean to theconsumer. Building brands has become acollaboration between the companies andconsumers. Successful companiesrecognise that there are multipletouchpoints where the customer interactswith the brand and this contributes tobrand meaning and brand equity. The roleof the marketing team is to work with thewhole business to ensure a consistentapproach to customers, and to work withcustomers to ensure that they aredelivering on all aspects of marketing.

BE PART OF THE DEBATE >>>>Join the MSc in Marketing or the MSc inMarketing and Business Analysis

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20 MSc IN MARKETING MSc IN MARKETING AND BUSINESS ANALYSIS

MAKING YOUR APPLICATION

MAKING YOURAPPLICATIONWE'RE READY. ARE YOU?

t +44 (0)131 650 9663e [email protected]

Designed and produced by Tayburn

Photographic credits

Robert Bradywww.robertbrady.co.uk

Scottish Viewpointwww.scottishviewpoint.com

Edinburgh Inspiring Capitalwww.edinburgh-inspiringcapital.com

Want to find out more?We would encourage you to cometo the School to attend one of ourOpen Days to truly experience theMSc in Marketing and MSc inMarketing and Business Analysis.Details of forthcoming events areposted on our website. We can alsoarrange informal one-to-onesessions with the ProgrammeDirector.

Entry RequirementsMSc in MarketingThe entry requirement is normallyan Honours degree from a gooduniversity with an ‘excellent’ or‘very good’ classification in abusiness or management-relatedsubject. Candidates with a verygood honours degree in otherdisciplinary areas will be consideredfor entry into the programmeprovided that they have studied adegree with some marketingcontent. Applications from maturestudents with significant marketingmanagement experience oracceptable professionalqualifications will be considered onan individual basis. (Our websiteclarifies international equivalents tothe desired UK 2:1/1st honoursdegree).

MSc in Marketing and BusinessAnalysisThe entry requirement is normallyan Honours degree from a gooduniversity with an ‘excellent’ or‘very good’ classification in abusiness or management-relatedsubject. Candidates with a verygood honours degree in a numerateor quantitative subject area orrelevant business experience will beconsidered on an individual basis.(Our website clarifies internationalequivalents to the desired UK2:1/1st honours degree).

Work experience is not required.However, relevant work experiencemay increase your chances ofacceptance. Conditional offers canbe made whilst a final degree result/language score result is awaited.

English languageThere is an English languagerequirement for applicants whosefirst language is not English.One of the following is required:• Test of English as a ForeignLanguage (TOEFL)- Paper based TOEFL – Overallscore of 600 or above (with scoresof at least 55 in each section and a score of 4.0 in essay writing);

- Computer based TOEFL – Overallscore of 250 or above (with a score of at least 21 in each section);- Internet based TOEFL – Overallscore of 100 or above (with a scoreof at least 20 in each section)• International English LanguageTesting System (IELTS)- Overall score of 7.0 or above(with a score of at least 6.0 ineach section)• Cambridge Certificate of Proficiencyin English (CPE) Grade AIf your first language is not English,but your previous degree includes atleast three years’ study at an English-speaking university or your previousdegree education was conducted inEnglish, please visit our website forfurther details of languageproficiency assessment.

How to applyWe ask all candidates to complete an online application and a personalstatement which should indicate your reasons for applying to theprogramme. The statement should beapproximately 500 words in lengthand answer the following questions:why have you selected this particularprogramme; what contributions do you feel you can make to theprogramme; and how do you see theprogramme affecting your career plans?

Applicant informationWe request that students selecteither the MSc in Marketing or theMSc in Marketing and BusinessAnalysis and ask that you do notsubmit applications for bothcourses.

FeesBoth the MSc in Marketing and theMSc in Marketing and BusinessAnalysis are priced identically. The fees for entry in September2010 are £8,600 for home/EUstudents and £14,250 for overseasstudents.

Application deadlinesDemand for places on bothprogrammes will be high and placesare allocated to suitably qualifiedpersons on a first-come, first-servedbasis. There is, therefore, a clearadvantage in an early onlineapplication to the programme,uploading full documentation. We recommend that you submityour application by 30 June 2010. A limited number of applicationsreceived after this date may beconsidered, if there is no visarequirement. If the programme is full before this date we willindicate this on our website. Oncean offer is made, you have 28 days to accept this offer online.

To apply online and for details ofdeposit payments, visit the specificMSc Marketing and MSc Marketingand Business Analysis pages onwww.business-school.ed.ac.uk.