During the last decade the importance of marketing to the success of UK businesses has been increasingly recognised. Over the same period the international dimension has assumed great importance in UK business and government thinking.
Marketing is one of the crucial disciplines within the broad area of business management.
It involves a wide range of activities which affect the way in which a business deals with its customers. Strategies for long term success must be developed, along with the ability to implement them effectively. The study of marketing encompasses all of these areas. As marketing has grown in importance within industry, the breadth and depth of knowledge expected from a marketing professional has increased. Only a specialist degree can provide in-depth study of marketing with the opportunity to specialise in a variety of different aspects of the subject.