In today's fast-paced global business environment, strategic marketing influences every aspect of business, informing decisions about how to create and maintain consumer demand, increase profit, build reputation and stay ahead of the competition. Incorporating the latest digital and analytic marketing practices, our Master's reflects the ever-changing nature of this exciting profession.<br><br>Internationalisation and digitisation have fundamentally shifted marketing contexts: types of businesses, products and services, channels and communication media, and consumer behaviour are changing rapidly. Businesses of all shapes and sizes large or small, global or local, innovative or traditional, public or private now compete for the same market. Marketing professionals can steer a company toward success through innovative product development, savvy pricing strategies, creative communications and timely market insight.<br><br>The aim of both the MA and MSc is to improve your managerial effectiveness in the increasingly digitised, automated and globalised field of marketing. It will deepen your understanding of the relationship between marketing and the wider organisation, as well as the organisation and its customers, enabling you to adopt a holistic forward-looking approach to marketing to achieve long-term sustainable competitive advantage.