Designed for experienced and aspiring marketing practitioners, the AIB Master of Business Administration (Marketing Management) will prepare you to move rapidly into more senior roles, with the tools to develop an organisation’s marketing strategy, oversee new-product or new-service launch campaigns, manage the customer experience or deploy digital and social media marketing. You’ll be ready and raring to drive business growth by creating strong, unique brands that will stand out from their competitors, evaluate potential markets and champion data, innovation and customers to deliver results for your team and business.  

As well as mastering marketing techniques, you’ll deepen your understanding of the role of marketing and its relationship with other business areas, including finance, human resources management, corporate governance, operations and project management – essential for building your influence as a leader, executive or business owner.  

Graduate with one of the most well-respected qualifications globally – the MBA – and the specialist expertise to propel your career as a marketing leader, strategist and business partner in the ever-changing business world.  

MBA (MBA MARKETING MANAGEMENT) COURSE STRUCTURE 

Three stages to the Fast-Track MBA 

The Fast-Track MBA (MBA Marketing Management) encompasses 12 subjects that make up 3 nested postgraduate qualifications: a Graduate Certificate in Management, a Graduate Diploma in Management and an MBA. 

Each qualification is a ‘milestone’ towards your Master of Business Administration, and can be achieved upon the successful completion of 4 subjects in as little as 4* months each. We know that life happens, therefore if you need to exit the program early, you can still achieve a postgraduate qualification. 

*eligibility criteria applies

AIB MBA course structure

The subjects you’ll study

Your core subjects are: Leadership (First Subject), Marketing Management (Second Subject), Operations Management, Strategic Human Resource Management, Corporate Governance, Financial Management, Project Management, and Strategic Management. 

After completing those subjects, you’ll move on to your specialist units to grow your marketing knowledge and propel your career as a marketing leader, strategist and business partner.

Leadership (First Subject)

The aim of this subject is to provide a scholarly and  in-depth knowledge of the dynamics of leadership. Topics covered include: nature and importance of leadership, leadership traits, behaviours and attitudes, leadership styles, leadership culture, ethical issues, leadership when creating change in organisations.

On completion of this subject participants should be able to:

  • Critically discuss the concept of leadership, including forms of leadership and the complementary nature of leadership and management.
  • Demonstrate understanding of the role of power and influence in relation to leadership and the importance of ethical values of a leader.
  • Identify and critically examine various personality traits and forms of intelligence impacting on leadership.
  • Describe and explain what is involved in various fundamental leadership skills including setting goals, managing conflict and motivating a team.
  • Critically analyse the role of leadership in relation to organisational culture and organisational change.
  • Apply leadership concepts and theory to professional practice in the workplace.
Marketing Management (Second Subject)

This subject discusses the importance and strategic role of marketing in today’s globalised business environment. Students learn the importance of pursuing objectives, employing appropriate resources, and investing in the future of an organisation to ensure customer satisfaction. Topics covered include: core marketing concepts; marketing strategy and planning; buying behaviour; role of marketing research; positioning; pricing; product development; placement; foundations of marketing communication.

On completion of this subject participants should be able to:

  • Demonstrate understanding of the main marketing concepts, processes and frameworks.
  • Evaluate the marketing planning process within an organisation.
  • Use marketing principles and theories to analyse work-related issues in an organisation.
  • Effectively present marketing or marketing planning recommendations.
  • Apply marketing concepts and frameworks to help improve the competitive position of an organisation.
Operations Management

The aim of this subject is to provide an in-depth knowledge of issues critical for the efficient and effective operation of organisations. Topics covered include: the concept of operations and process management; network design and capacity planning; process design; supply chain management; inventory management; resource planning; quality management.

On completion of this subject participants should be able to:

  • Demonstrate understanding of operations and process management concepts and frameworks.
  • Discuss the complexities of and relationships between supply network design, capacity planning, process design, inventory management, resource management for the supply network.
  • Critically discuss the role of operations and process management in developing efficient and effective organisations.
  • Analyse the effectiveness of operations and processes within as well as between organisations and identify improvements.
  • Apply knowledge about operations and process management concepts and recommend cost-effective improvements in a workplace setting.
Strategic Human Resource Management

The subject is designed to provide understanding of the formal relationship between the employer and the employee and of the techniques and methods aimed at making that relationship more effective so that organisational goals and objectives are achieved. Topics covered include: definition of strategic HRM; the legal environment; workforce planning, recruitment and selection; training and development; performance management; compensation.

On completion of this subject participants should be able to:

  • Discuss the concept of human resource management as a strategic function in the organisation including its impact on competitive advantage.
  • Demonstrate understanding of HR planning, job design, recruitment and selection, employee retention, performance management and the role of training, personal development, compensation and remuneration practices.
  • Understand SHRM in a global environment.
  • Demonstrate understanding of contemporary government regulations/HRM frameworks.
  • Identify work flows in organisational units including relevant tasks, roles and jobs.
  • Develop components of a basic human resource plan.
  • Apply human resource management concepts to an actual workplace.
Corporate Governance

This subject examines the development, concepts, and significance of the concepts and practice of Corporate Governance, and organisational governance within the context of organisational capacity building. Topics covered include: the governance partnership (investors, companies and directors); regulatory frameworks to ensure good governance; theory and principles of corporate governance; director capabilities and responsibilities; ethics; ethical behaviour in organisations, and corporate social responsibility.

On completion of this subject participants should be able to:

  • Demonstrate in-depth understanding of the various concepts, frameworks and practices of corporate governance and ethical behaviour in organisations.
  • Explain and critique the policy and regulatory framework of corporations.
  • Explain the impact of corporate governance and sustainability issues on the roles and responsibilities of managers, directors, stakeholders and shareholders.
  • Explain the levels and types of risk that relate to effective corporate governance.
  • Identify key corporate governance and ethical issues affecting organisational performance.
  • Apply corporate governance skills and knowledge to demonstrate autonomy, expert judgement, adaptability and responsibility as an effective business practitioner.
Financial Management

This subject aims to prepare students for effective and efficient planning and management of financial resources in organisations. The subject introduces how a manager can utilise accounting and finance systems in decision-making. Topics covered include: balance sheets, income statements, cash flow statements, financial statement analysis, basic cost management concepts, basics of budgeting, working capital and current assets management, managing inventories, time value of money and valuing bonds and shares, risk and return of financial assets, basic capital investment issues, capital structure and financing including the cost of capital.

On completion of this subject participants should be able to:

  • Demonstrate understanding of the main accounting and finance concepts used in financial decision making.
  • Discuss the relationships between costs, volume and profit in decision making.
  • Describe the importance, role and main techniques of financial management within an organisation.
  • Analyse and interpret financial reports.
  • Evaluate quantitative and qualitative information to assess risk in business decisions.
  • Value securities.
  • Apply basic accounting and finance knowledge to decision making in an actual workplace unit, department or organisation.
Project Management*

This subject provides the skills and knowledge required to successfully manage projects in service, public, not-for-profit, private and other sectors. The subject covers various practical frameworks and emerging topics including: contemporary approaches to project success; defining the project; project estimation, scheduling and strategies for reducing project duration; project risk management; managing project teams; project progress and performance evaluation; project closure and benefits realisation; project governance and ethics in project management; introduction to non-traditional project management methodologies and approaches such as agile project management and critical chain; and, overview of project management software tools.

Pre-requisites: A minimum of three AQF level 8 subjects which must include Operations Management must be completed before attempting Project Management.

On completion of this subject participants should be able to:

  • Demonstrate advanced understanding of project management principles, frameworks, and contemporary topics.
  • Critically analyse, reflect on, and synthesise complex information, problems, principles and frameworks related to project management.
  • Research and apply relevant principles and frameworks to develop innovative, ethical, and evidence-based solutions for complex project management issues.
  • Clearly, concisely and credibly communicate project management knowledge to specialist and non-specialist audiences to inform practice.
Strategic Management*

This subject provides an in-depth knowledge of the strategic management process and gives an exposure to the concepts and theories of competing in domestic as well as international markets.  Modules covered include: strategy formulation; internal and external environment; an organisation’s competitiveness; generic competitive strategies; competing in international markets; groups of businesses, diversification and strategy execution.

Pre-requisites: Three AQF Level 8 core subjects must be completed before attempting Strategic Management

On completion of this subject participants should be able to:

  • Demonstrate advanced understanding of contemporary strategic management theory, concepts and principles.
  • Demonstrate advanced knowledge of how strategy formulation & strategy implementation processes work in contemporary organisations.
  • Conduct an in-depth analysis of the internal and external environment using appropriate strategic management concepts and tools.
  • Evaluate different strategic alternatives and suggest an appropriate and ethical pathway for a business to build and sustain competitive advantage.
  • Demonstrate ability to synthesise a range of business and management concepts when undertaking strategic analysis.

Consumer Behaviour*

The subject highlights the importance of consumer behaviour and customer experience concepts and theories in understanding the consumer decision making process as well as the customer journey. The subject addresses knowledge and analytical skills to assess the influence of various factors in consumer decision making and understand the importance of integration and measurement of customer experience.

Pre-requisites: Marketing Management

On completion of this subject participants should be able to:

  • Demonstrate advanced conceptual understanding of consumer behaviour and customer experience management theories and practices.
  • Critically analyse the influence of various factors on consumer decision-making and purchasing behaviour.
  • Demonstrate the ability to evaluate, synthesise and apply innovative approaches, techniques and perspectives to consumer behaviour and customer experience management.
  • Recommend appropriate marketing strategies in a variety of marketing scenarios based on in-depth analysis of consumer behaviour within target markets.
  • Communicate customer experience knowledge, skills and ideas to others clearly, persuasively and credibly through customer journey mapping, deriving recommendations to enhance customer experience.
Digital Marketing*

There is an expectation that modern enterprises engage in digital marketing providing positive brand experiences for their customers and other stakeholders. Digital marketing is increasingly important to understand, because customers engage online and offline with brands. This subject is designed to provide students with an understanding of digital marketing. Students will learn about the various types of digital marketing as well as to how to plan, deploy, manage and evaluate a digital marketing strategy.

Pre-requisites: Marketing Management

On completion of this subject participants should be able to:

  • Demonstrate an advanced understanding of contemporary new digital marketing theory and practice
  • Examine digital marketing theory, measures and practice to create a comprehensive digital marketing audit.
  • Critically analyse various metrics, innovative approaches, techniques and ethical perspective to design a digital marketing strategy.
  • Communicate digital marketing strategies, tactics and measures to others clearly, persuasively and credibly.

 

New Product Design*

This subject takes the student through new product design from conception through to the launch of a new product or service. The objective of this subject is to provide in-depth knowledge of new product design from conception through development to the launch of a new product or service. The subject uses a combination of traditional and innovative approaches in new product development and design. Modules covered include: the new products process; planning for new products; generating product ideas; concept evaluation; financial analysis for new products and use of design thinking in new product design.

Pre-requisites: May be undertaken only after completing Marketing Management

On completion of this subject participants should be able to:

  • Demonstrate advanced understanding of contemporary new product design theory and practice.
  • Demonstrate an ability to apply innovative approaches and techniques as well as ethical perspectives throughout the development of new product design.
  • Communicate new product design knowledge, skills and ideas to others clearly, persuasively and credibly.
  • Evaluate complex business concepts and issues to deliver an evidence-based rationale for new product design.

This subject focuses on designing, conducting and reporting of findings from a business research project. The objective of this subject is to undertake a project related to the chosen area of professional focus. Students will identify an appropriate workplace or industry related research problem or opportunity, conduct a small literature review, engage in identifying secondary data, analyse the data and present findings in a formal business research report.

Pre-requisite: A minimum of 10 MBA subjects (all AQF level 8 subjects and at least 4 AQF level 9 subjects) must be completed before attempting the Project.

On completion of this subject participants should be able to:

  • Critically examine contemporary business theory and practices related to an identified enterprise (or industry) problem or opportunity.
  • Demonstrate ability to apply innovative approaches, techniques and ethical perspectives using secondary data to the solution of an identified enterprise (or industry) problem or exploration of an identified opportunity.
  • Critically evaluate business (or industry) concepts and synthesise existing research, theory and secondary data to advise business stakeholders on business solutions.
  • Communicate evidenced-based recommendations to stakeholders clearly, persuasively and credibly.

*When scheduling your timetable, please note that some subjects have pre-requisites that must be successfully completed prior to commencing the subject.

In addition to an MBA in Marketing Management, the following specialisations are offered by AIB: Finance, Entrepreneurial Management, Human Resource Management and Logistics & Supply Chain Management.

Prefer not to specialise your MBA degree? That’s ok – our general MBA option allows you to mix & match elective courses to tailor your study program.

Multiple start dates

With the flexibility and convenience of at least 6 start dates every year, you can start your MBA when it suits you.

START DATES

Enrolment cutoff date: 06 June 2022

Enquire

Study at your own pace 

At AIB, students have the flexibility to study at the pace that suits them. With multiple intakes per year, and the ability to speed up your studies with concurrent subject learning, slow it down to make it achievable for you, and schedule breaks in as well when you need them – the Fast-Track MBA is truly flexible to your schedule. 

There are 6 MBA terms per year at AIB, with each term running for 7 weeks with a 1-week break to follow. We anticipate that you will spend around 150 hours per subject (or about 20 hours per week) to complete your MBA – but this depends on you, as everyone has different levels of experience and education. 

As the practical business school, all of AIB’s assessments are practical in nature, and we have a strong focus on authentic assessment methods. What this means is that you can base your MBA assessments on your workplace, industry or a professional scenario you’ve been in, so that your MBA learning has real world context and application. In many cases, students are able to use their assessment research and reports to enact change in their business. The assessments in our MBA include written assignments and reports, recorded presentations, case study analyses and online quizzes to name a few.

“The marketing units of the MBA have been incredibly helpful for what I do every day. Using subjects like New Product Design, Operations Management and Financial Management, for example, I’ve been able to bring the process of bringing new products to market down by a month, which productivity-wise is a lot of money to organisations. The marketing and non-marketing subjects were equally valuable.”

Kristy Bloomfield
Global Marketing Manager, Lyre’s Spirit Co

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