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These pages provide you with a brief introduction to your course, and some suggested pre-reading. This pre-reading is recommended to ensure you are comfortable with topics which make up the foundation of your course. You will receive your induction timetable in July/August and your streams will be confirmed on your Moodle pages closer to the time.

Your induction is a two-week compulsory period where you will get acquainted with your fellow students, the careers team and course faculty, through various in-person and online sessions. It also involves completion of the final stages of the student registration process.

Throughout your induction you will receive a number of classes related to your course as well as a range of careers events. These events will be included in your induction timetable as well as in the careers event timetable.

The induction also includes sessions on how to excel in group projects and how to use generative AI tools responsibly and effectively. These are essential skills for succeeding in the programme. Make sure you attend the induction to meet your group members in time and to set yourself up for success from day one.

We look forward to welcoming you all in September.

Questions?

If you have any questions about the student experience on one of our MSc degrees, who better to ask than one of our current MSc students? Our helpful Online Student Ambassadors will be happy to answer your queries.

Timetables

You should use the MyTimetable system to view your timetables, this will be available later in the summer. Important: To help you generate an accurate timetable please read this quick guide on how to use the system first.

Pre-course reading

No matter if you have studied or even practiced marketing before or are stepping into unchartered territory by studying for an MSc in Marketing Strategy and Consumer Insights: it is always nice to have some material to prepare and get (back) into the mood of studying at Uni.

Your future lecturers have selected several resources that provide you with a good, first overview of the subjects that they will teach. These are not required readings, nor are these textbooks that will be used in class, but useful materials for you to prepare for your studies at Bayes.

If your knowledge on statistics has faded a bit, we recommend working through one of the “Analytical Methods” books. That will make your life in Term 1 much easier.

Marketing Strategy & Practice (Dr. Cristian)

  • What Is Strategy? – Michael E. Porter, 1996 – Harvard Business Review
  • Johnson, Michael and Fred Selnes (2004), “Toward a Dynamic Theory of Exchange Relationships:
  • Customer Portfolio Management,” Journal of Marketing, April 2004.
  • Niraj, Dawar (2013), “When Marketing Is Strategy“, Harvard Business Review.

Marketing Fundamentals (Dr. Gottschalk)

  • Blythe, Jim and Jane Martin (2016). Essentials of Marketing, 6th Edition. Harlow, Pearson.
  • Berger, Jonah (2014). Contagious. Simon + Schuster
  • Browse AdAge and sign up to their newsletter

Analytical Methods for Marketing (Professor Irene Scopelliti)

  • Spiegelhalter, D. (2019). The art of statistics: learning from data. Penguin UK.
  • Rowntree, D. (2000). Statistics without tears.

Creative Marketing Communications and Advertising (Dr. Yusuf Oc)

  • Start with checking my textbook to understand consumer behavior because without understanding consumer behavior you can’t be creative or innovative. Mothersbaugh, D. L., Kleiser, S. B., Hein, W., & Oc, Y. (2024). Consumer behaviour international edition (1st ed.). McGraw-Hill Education. ISBN 9781526850034. (Available in the library)
  • We’ll use a lot of AI tools in our module so read this article to understand the impact of AI on creativity.
  • Watch this video to get inspired how we can help world to be a better place with design thinking and innovation.

Brand Management Strategies (Dr Alex Atanasova)

  • Beverland, M. (2018). Brand Management: Co-Creating Meaningful Brands. Sage: London.
  • Aaker, David A. (2010), Building Strong Brands, Simon & Schuster: London.
  • Park, C. Whan, Deborah J. MacInnis, and A. B. Eisingerich (2016), Brand admiration: building a business people love, Wiley: New Jersey.

Consumer Insights (Dr. Janina Steinmetz)

  • Berger, J. (2016). Invisible influence: The hidden forces that shape behavior. Simon and Schuster.

Digital Marketing (Dr. Jingshi Liu)

  • You may start with a textbook on digital marketing: Digital Marketing, 8th Edition, by Dave Chaffey and Fiona Ellis-Chadwick, 2022 (available in the library).
  • Read this article to learn about how social media may help you land a job (or not).

Product Innovation Management (Dr. van Werven)

  • Ries, Eric. The Startup Way