In today’s world, the ways in which people buy products and services is constantly changing. Organisations of all shapes and sizes are recognising the importance of marketing as an effective tool for dealing with the dynamics of this new environment. Marketing now reaches every layer of business and those working in this area are increasingly acknowledged for their strategic importance. In 2012, there were over 200,000 jobs in marketing, a figure that is expected to rise by 12% by 2022. If you then consider this growing industry alongside the salary opportunities, you begin to see how upskilling could be of great benefit to you. Marketing Managers rank number one in the ‘Best Sales & Marketing Jobs’ and 13th in ‘Best Paying Jobs’ overall. Learning how to utilise the theoretical and practical applications of marketing, could therefore equip you with the skills needed to make a considerable step forward in your career.
What will I learn from a Masters in Marketing?
Focusing in on a specific area of the course can help to determine if it is the right one for you. Take for example ‘Understanding Consumer Behaviour’, which is one of the core modules offered as part of the online Masters in Marketing by the University of Exeter Business School. Marketing helps us better understand users by obtaining an in-depth, critical understanding of their desires and decision processes. This course enables you to have a clear understanding of where it is you are starting from, which often makes all the difference when it comes to reaching your desired audience. It’s like knowing where you are on a map before you set off.
It’s crucially important to identify what customers already think of you, how they are accustomed to engaging with your brand and what their appetite might be for receiving something new or different from you. This could be a product, message or a new strategic direction. Using principles from several social sciences including psychology, sociology and anthropology, the online course teaches you to integrate concepts that allow you to analyse consumer actions, experiences, feelings and judgements. The findings then act as a litmus test in the decision-making process to ensure your strategy will keep you pointed in the right direction.
This module also forms the foundation for understanding when, how, why and from who, consumers choose to buy. It teaches you how to interpret both quantitative and qualitative data and adjust for the limitations of this type of research. You learn to investigate the political, social and cultural backdrop that may be influencing consumer’s rational or emotional behaviours and their overall decision-making processes.
Whether marketing has come to you unannounced, or you have actively sought to pursue it in your career, doing it well can bring great benefits to a business and to you personally. In this rapidly changing field, those who are equipped with the skills and knowledge to keep pace will be presented with a wealth of opportunities.
If you’re interested to know how a Masters in Marketing could boost your employability, facilitate a role change or impact your salary speak to one of our Admissions Advisors today. Call +44 808 164 4020.