The main objectives of this programme is the provision of a comprehensive educational framework covering the requirements and operation of all aspects of the marketing and sales functions in business organisations, and the major changes taking place in their theory and practice. The marketing function, in particular, has been the subject of significant change in recent years through various developments, for instance the growth of viral marketing, social networking and related developments. An important aim of this programme is to provide for students a solid foundation of knowledge and skills to enable them to become effective marketing professionals in this changing environment. The programme seeks to inspire participants with a vision of the possibilities open to a business organisation through an informed understanding and effective implementation of the principles of up-to-date integrated marketing concepts and strategies, and the role of new technologies and innovative thinking in achieving these. Another important dimension of the programme is the international one. With growing internationalisation within business it is essential that best practice internationally is recognised and incorporated in an appropriate way into degree programmes such as this.

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