image for course 市场营销硕士(消费者营销)
MSc Marketing (Consumer Marketing)

市场营销硕士(消费者营销)

课程速览

  • 专注了解消费者,并将这种认知与营销机会和战略联系起来
  • 旨在建立消费者行为领域的专业知识以及其对营销管理分析和决策的重要性
  • 建立对市场营销和营销战略的全面理解
  • 将定期邀请来自全球知名品牌和中小型企业的管理层进行演讲
学历等级
硕士
学科领域
市场营销
授予学位
理学硕士
学习时长
12个月
上课时间
全日制

概况

参加本课程的同学可获得英国特许营销协会(CIM)专业资质课程部分豁免权 

本硕士课程旨在为你提供全面的市场营销学和市场战略营销学知识,同时你还有机会选择和消费者行为学相关的课程,增强专业知识 

通过这些研究生课程,你将了解以消费者为中心的营销战略和实践案例。此外,你将学会如何把这些知识与新的营销机会和战略选择联系起来。 

市场营销战略硕士(消费者营销方向)是市场营销硕士项目分支之一,另外两个方向为: 

  • 数字营销 
  • 国际市场营销 

你可根据自己的兴趣及专业特长选择适合的方向提交申请。抵达校园后,学生可在入学前几周根据实际情况提交方向调整申请。 

专业课程范例如下:

  • 课程范例 学分
  • The module considers fundamentals underlying contemporary marketing, focusing both on theories and practices of marketing. The module deals with marketing on a strategic level.

    20
  • This module aims to introduce students to the core concepts and models underlying contemporary strategic management, their theoretical and empirical foundations, their limitations, the arguments surrounding them and their practical application to real issues facing real companies. This module provides students with an understanding of the conceptual and analytical tools of strategic management and economics.

    • Theories, frameworks and introduction
    • Internal resources and competencies of firms
    • External environment in which firms operate
    • The process of internationalisation
    • Globalisation and regional integration
    • Collaborative behaviour and strategic alliances
    • Integration/responsiveness framework and strategy
    20
  • Generating a deep understanding of contemporary consumers is a challenge for every organisation and marketing professional because of the constant evolution of consumer behaviour. This module aims to provide a theoretical basis and practical tools to help modern marketers to better understand contemporary consumers. Moving from a macro view of consumer behaviour, this module will discuss contemporary approaches to understand group and relational consumption, social processes and communication. ‘Word of Mouth’ influence and social marketing metrics will be examined in light of this sociological evolution of the connected consumer. Additionally, the impact of digital technology and its impact on consumer behaviour will be discussed. Using such technologies in social media has created a virtual space where consumers can meet up and discuss their needs and wants (ultimately about goods and services) without space and time boundaries.

    Consumers are continuously, interacting with each other and with brands/organizations on different devices and with different media. Forward looking companies and contemporary marketing professionals need to be able understand contemporary social phenomena and tap into these (digital) discussions to generate a critical understanding of the connected consumer and to engage with them in an agile and meaningful way.

    20
  • The pressure to measure marketing performance is as high as never before, reported by a number of practitioner and academic sources. The more senior roles in marketing, such as Marketing Manager, Marketing Director and CMO, would in one way or another require to deal with measuring marketing performance. Yet marketers are struggling to justify their value for a number of reasons.

    Measuring marketing performance has in fact been a daunting task to both practitioners and academics alike and remains so still. More efforts are needed to tackle this problem and prepare for the jobs in marketing.

    This module provides the essentials of what someone in a role of a marketing manager or similar needs to know and, importantly, be able to do, about measuring marketing performance.

    20
  • This module provides students with the skills needed to understand how market research is used as a tool for generating business insights and informing business decisions. Businesses increasingly rely on a range of research methods to provide answers to key business problems. This module is designed to acquaint the students with commonly used methods of data collection and analysis, as well as issues around reliability, validity and research ethics.

    20
  • This module is designed to provide students with an understanding of the psychological and social factors that influence consumer behaviour before, during and after purchase and consumption in contemporary consumer markets. The purpose of the module is to explore and apply current consumer behaviour theories and models, which have been developed to identify and measure the purchase and consumption process.

    • Consumer drive and motivation
    • Consumer response to marketing actions
    • Consumer decision-making process
    • Consumer demographics and psychographics
    • Sociological and cultural influences
    • Relational consumption
    20

CIM专业营销证书或CIM专业数字营销证书资格: 

在以合格分数或更高分数毕业后,学生将在Accredited Prior Learning (APL)的基础上豁免L4专业营销证书的”应用营销和活动策划“模块。在此基础上,学生需要再通过一门选修课获取L4专业营销证书或专业数字营销证书资质。 

CIM专业营销文凭或CIM专业数字营销文凭:  

在以合格分数或更高分数毕业后,学生将在Accredited Prior Learning(APL)的基础上豁免L6专业营销文凭营销与数字战略模块。在此之后他们需要通过营销创新(必修)外加一个选修模块,以获得L6专业营销文凭资质,或通过“数字优化“和”数字客户体验“模块以获得CIM专业数字营销文凭。 

我们的市场营销硕士课程将培养你的技能,让你深入了解消费者营销的奥秘,从而在该领域获得成功。课程结束后,你将具备在市场营销、全球品牌管理、市场洞察力和战略资讯咨询方面的职业能力。 

联系我们

Shu Hampson亨利商学院区域招生经理(中国)
邮箱:s.hampson@henley.ac.uk
电话:+44 (0)118 378 8876
微信:ShuHenley

Josh Jedrzejczyk亨利商学院高级招生官(中国)
邮箱:j.jedrzejczyk@henley.ac.uk
电话:+44 (0)118 378 5815
微信:JoshHenley

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