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Master of Business Administration with Specialism in Marketing

The Edinburgh Business School MBA with a Specialism in Marketing from Heriot-Watt University is designed for individuals wishing to gain advanced management skills and expertise. The MBA is a broad-based management degree and appeals to individuals from a wide range of backgrounds. The degree is aimed at people with experience who wish to develop themselves as effective managers. The programme includes the opportunity for students to extend their study to meet specific career requirements by taking one of the specialist awards. The specialisms provide students with a deeper understanding of the application of a specific discipline.

The programme offers general coverage of the key management disciplines – people skills, economics, marketing, accounting, finance, and project management. The capstone Strategic Planning course develops strategic thinking and the ability to recognise and use the various tools and techniques of the other core courses to identify and solve a wide range of business problems.

Programme Objective

To understand the business environment and the influence of both consumers and micro and macro influences that shape the industry.

To understand the role of different cultures in shaping national, regional and global business practice.

To develop in graduates, both within the business curriculum and in the context of their degree programme, a range of transferable skills appropriate to employers needs.

To develop analytical and evaluative skills.

Career

Graduates will have the skills and knowledge to seek management trainee, junior management or supervisory positions in any business establishment.

Possible careers in this field are in:
Office Manager
Administrative Manager
Human Resource Manager
Small Business Owner

Delivery Method

Generally the curriculums for all levels are taught over 4 terms of 12 weeks. Modules are conducted in formal instructor-led classroom sessions where students are introduced to the course discipline. Each term will cover 2-3 modules with 50 contact hours per module. Lectures are 2-hour sessions and Tutorial 3-hour sessions weekly.

Progression Pathway
MBA with Specialism in Marketing
Mode & Duration
Full-time: 18 mths
Part-time: 18 mths

(Typical Delivery Structure for MBA with Specialism in Marketing – 18 months)
3 months 3 months 3 months 3 months 3 months 3 months
Term 1
(2 modules)
Term 2
(2 modules)
Term 3
(2 modules)
Term 4
(2 modules)
Term 5
(2 modules)
Term 6
(1 modules)
Intakes
Mar / Jun / Aug / Dec
Average Teacher-Student Ratio
1:30
Assessment
100% Written Examination
Modules
Core Modules:
  • 1. Accounting
    • This module, which focuses on key developments in accounting including areas such as target costing, life-cycle costing and time-based activity costing, is aimed at sensitising students towards the changes in their organisations’ system.
  • 2. Finance
    • This module aims at enhancing the students’ portfolio of financial concept and providing industry-specific examples. Through this module, students will be able to build their understanding of the underlying principles of finance and the application of tools of financial arithmetic when making financial decisions.
  • 3. Marketing
    • This module encompasses topics such as marketing management process, corporate strategies, marketing implications, and business strategies. It provides in-depth marketing topics such as environmental analysis, industry analysis, competitive advantage, consumer and organisational buying behaviour, product life cycle and evaluating marketing performance.
  • 4. Organisational Behaviour
    • This module clarifies how organisational behaviour (OB) and management are similar disciplines and also exposes students to the different ways to measure job satisfaction. It equips students with the knowledge of various organisational designs and new forms of service driven organisations, as well as organisational culture and change.
  • 5. Strategic Planning
    • This module clarifies the meaning of strategic planning in business and explains how visioning can be applied to the complex strategy process. It also exposes to students why the understanding of the economy is important for managers.
  • 6. Project Management
    • This module aims to familiarise students with the main concepts and the philosophies of project management. It also explores how project management may differ from traditional management, what the different organisational structures employed by companies are and what are the potential benefits and challenges of using a project management approach.
  • 7. Economics
    • This module is aimed at equipping students with the knowledge of the main concepts in economics such as market demand and supply and the operation of markets, changes in market equilibrium, intervention and dynamic adjustments in the market and the concept of marginal analysis and opportunity cost. Students will also learn about fiscal and monetary policies in this module.
  • Elective Modules:
  • 1. Negotiation
    • Negotiation is one of several means that help managers make decisions. It is neither superior nor inferior to other forms of decision making. It is appropriate in some circumstances but not in others. Management is complex and deciding when negotiation is appropriate is just one aspect. The course aims to provide a thorough grounding in the science and practice of negotiation. Academic disciplines such as economics, psychology, sociology, politics, anthropology and mathematics have researched negotiation and much of this material forms the basis for its scientific analysis.
  • 2. Marketing Communications
    • The often-misunderstood concept of marketing communications is examined from a strategic perspective in this course. The following ideas are explored: the interlinking of corporate, marketing and communication strategy; the blend of internal and external communications; the relational aspects of network communications; the context within which marketing communications operate; how audiences frame and interpret marketing messages. This course assumes relationship marketing to be essential and sees communication in the context of both transactional and relational exchanges. Corporate and marketing communications are considered as important components of the complete process.
  • 3. Services Marketing
    • Service industries face dramatic changes in their environment, ranging from developments in computerization and telecommunications (including the Internet) to the emergence of global markets for their output. Perhaps the most significant trend – representing both a threat and an opportunity – is the increasingly competitive nature of service markets. Established ways of doing business are no longer adequate. Around the world, innovative newcorners offering new standards of service are succeeding in markets where established competitors have failed to please today’s demanding customers. This course emphasizes the need for a distinctive approach to planning and implementing marketing strategy for service organizations.
  • 4. International Marketing
    • This course addresses global issues and describes concepts relevant to all international marketers. It provides an approach and framework for identifying and analyzing the key cultural and environmental characteristics of any nation or global region and highlights the importance of viewing international marketing management from a global perspective
 

Our Campus

9 Ah Hood Road
Singapore 329975
Tel: (65) 6252 5500
Email: enquiries@easb.edu.sg

Operation Hours

Monday - Friday
9:00 am - 6:00 pm
Saturday
9:00 am - 1:00 pm
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