This master's degree is designed to provide you with the key industry-standard skills needed to develop a successful career in the UK or internationally. Delivered in London, the home of many global companies, the course will not only offer you the opportunity to gain a thorough grounding in the key theories and emerging concepts, you'll also be able to apply this knowledge in a practical environment. The degree offers pathways in retail marketing, advertising and public relations.
The Marketing MA and its pathways is designed for those looking to develop their knowledge of the theory and practice of marketing and its application in the fast-changing business environment.
The competitive significance of advanced marketing practices is increasingly acknowledged, and the development of key sectors make this course highly relevant for future managers in retail, related professional services and the marketing industry in general.
In addition to subject-specific knowledge, the pathways of retail marketing, advertising or public relations aim to develop the skills necessary to be effective in today's challenging business environment. The course, developed in conjunction with industry and professional bodies, will adopt an integrated approach to provide a coherent exploration of the interrelationships between the various modules.
The course recognises the international scope and application of marketing across sectors, and the importance of key metrics. You'll become independent and reflective learners, able to continue your learning in your chosen profession.
A key principle of the course is to deliver a set of theoretical concepts and relate them to practical, real-world marketing challenges that mirror the rapidly changing environment.
Guest speakers from key industries and visiting professors will support the course tutors in the delivery of the course.
Depending on the pathway professional body exemptions or dual awards will be available.
You'll be assessed through unseen written exams, presentations, reports and a dissertation,
This master's degree is accredited by the Chartered Institute of Marketing (CIM), this means you are also able to secure the CIM Postgraduate Diploma in Professional Marketing, depending on the modules you select, at no extra cost.
We are planning to return to our usual ways of teaching this autumn including on-campus activities for your course. However, it's still unclear what the government requirements on social distancing and other restrictions might be, so please keep an eye on our Covid-19 pages for further updates as we get closer to the start of the autumn term.
You will be required to have:
Any university-level qualifications or relevant experience you gain prior to starting university could count towards your course at London Met. Find out more about applying for Accreditation of Prior Learning (APL).
To study a degree at London Met, you must be able to demonstrate proficiency in the English language. If you require a Student visa you may need to provide the results of a Secure English Language Test (SELT) such as Academic IELTS. For more information about English qualifications please see our English language requirements.
If you need (or wish) to improve your English before starting your degree, the University offers a Pre-sessional Academic English course to help you build your confidence and reach the level of English you require.
The modules listed below are for the academic year 2021/22 and represent the course modules at this time. Modules and module details (including, but not limited to, location and time) are subject to change over time.
Year 1 modules include:
This module is designed to provide you with the theoretical knowledge and key industry-standard skills needed to develop a successful career within the growing and dynamic advertising industry.
You will be able to critically explores the strategic advertising process, how it fits into a company’s marketing plan, and the role it plays within the marketing communications framework. The historical evolution, the fast-changing environment of advertising and the impact of technology are explained as background for understanding how advertising works in the 21st century.
You will critically assess key theories, models and emerging concepts in advertising which are relevant to product/ service/brand advertising and explores traditional and online advertising practice. The content includes theoretical frameworks and models of advertising; how advertising is developed, how agencies are structured, how agencies work with clients; brand-building functions of advertising; the advertising planning process; the strategic advertising brief; creative advertising and copywriting; offline/online media planning and buying; how advertising is evaluated and measured; how advertising works within the regulatory framework in which advertising operates across national and cultural boundaries.
The module aims to enable you:
The module also aims to assist you in the acquisition of the following skills:
This module will equip you with Masters-level skills and awareness of the challenges and opportunities within the ever changing digital ecosystem. You will be able to critically explore the theoretical frameworks and models which are relevant to digital and social media marketing practice. You will look at the development and planning of supporting technologies for digital marketing and examine digital channels and their suitability for inclusion for effective integrated marketing programmes and campaigns.
The module aims to:
- enable you to gain a comprehensive understanding of digital and social media marketing techniques applicable to marketing theory and practice, research and advanced scholarship.
- provide you with an understanding and the development of critical awareness of current theoretical research in digital and social media for the evaluation and effectiveness of different tools and technologies in digital and social media marketing.
- enhance your cognitive/intellectual, transferable digital practical skills and applied decision-making skills needed for a successful career in digital and social media marketing.
The module provides you with practical insight into research methods and techniques utilised by both marketing practitioners and marketing academics. The module will introduce you to different ontological, epistemological and axiological assumptions as well as methodology, methods and techniques. Besides learning the basics of research problem formulation, literature review and questionnaire design, sampling and methods for data collection, the module will introduce you to a variety of statistical methods using the latest version of SPSS/Excel and qualitative data analysis techniques, with an emphasis on the interpretation and use of results. You will be able to address reliability and validity issues in qualitative and quantitative research.
The module will also prepare you to undertake a compelling and persuasively argued research proposal, fulfilling both academic and professional standards.
The module aims to:
- Critically explore the nature and role of marketing research in the research process.
- Provide an understanding of the marketing research approaches appropriate for
providing effective solutions to a variety of marketing problems.
- Provide practical research experience and prepare students for their marketing dissertation research/ Business Consultancy Project.
You will gain the knowledge and key industry-standard skills needed to help you develop a successful career within the growing and dynamic public relations (PR) industry. The module provides you with an opportunity to develop and improve your public relations campaign planning and management skills from a position of knowledge and clarity of objectives that a fundamental grasp of communications strategy should deliver.
You will analyse and discuss how communications strategy is best served from a position of well informed and thorough research into stakeholders, combined with a solid grasp of the external (economic/political/social etc) and internal (management/systems/morale etc) environments faced by an organisation.
You will be supported and encouraged to conduct appropriate research to help them plan and design a communications plan for a real-world organisation
As part of this approach, you will also be introduced to contemporary communications theory and practice with the expectation that you will examine how these have been impacted by new-technology, political upheaval, subsequent changes in consumer perception and disruptive trends in the global economy.
Such an approach is geared to providing you with a greater awareness of the need for 21st century communications professionals to continue to analyse trends and predict their consequences with the aim of implementing planned programmes of action which will serve both organisational and public interests.
In this module, you will be introduced to the concept of retail design as an intrinsic part of marketing strategy in order that you acquire a sophisticated and theoretically informed understanding of how the various players in the retail environment interact in catering to consumers’ needs in addition to maximising profitability.
You will address those elements of the commercial process that determine the nature of the transactional interface with the consumer. It will also enable you to integrate academic models pertaining to the scope and function of the buying and merchandising processes that determine not only the availability of products but also the manner in which these are perceived.
The aims of this module are to:
• Develop a critical awareness of, and introduce a range of theoretical approaches to, issues extant in contemporary retail design, buying and merchandising.
• Propose insights into the differentiated decision-making processes of commercial practice and furnish students with understandings of buying behaviours across a fast-changing retail environment.
• Foster creativity in the application of knowledge, developing sophisticated techniques of research enquiry and contributing to practical understanding of the field in order to advance scholarship.
• Facilitate students in gaining a holistic overview of professional practice in a range of consumer-facing contexts within the global marketing context.
• Enhance cognitive, practical, academic and transferable skills (time-management; problem-solving; numeracy; creativity; written, verbal & visual communication) together with applied decision-making abilities needed for a successful career in marketing and other related disciplines.
Retailing is a growing and dynamic industry which has significant impact on an economy. Some retailers in the market have annual turnover bigger than some countries, while others (SMEs) have a more modest turnover, but are essential in a growing economy.
The module is closely linked with core marketing modules and is one of two modules in the retail pathway of the MA Marketing course. You will critically explore issues facing the dynamic retail sector and current trends. The module will enable you to gain a substantial knowledge of the meaning, role and application of marketing in the retail sector. You will also examine the importance of the concept of retail service.
The module aims to:
• Develop a critical understanding of the importance and application of marketing in a
• Examine the marketing environment facing retailers.
• Critically explore and evaluate the drivers behind industry change.
• Evaluate and apply the key aspects of marketing, which presents challenges for
retailers drawing on the experiences of the sector.
This module critically explores the strategic aspect of marketing management. It includes the essentials of marketing theory and offers a structured approach to identifying, understanding and solving marketing problems. The concepts, principles and frameworks examined in the module apply nationally and internationally to a wide range of organisations and sectors.
•To define and evaluate the dimensions of strategic marketing management and its impact on the achievement of long-term objectives in order to gain competitive advantages.
•To provide an understanding of the complex nature of marketing strategy and critically evaluate theories, concepts, tools and models in marketing strategy.
•To broaden students’ understanding of the environment in which marketing decisions are made.
•To enable students to formulate, evaluate and select from alternative marketing strategies to solve marketing issues and problems whilst developing associated strategic decision-making skills.
The module will enable you to gain an in-depth understanding of the buyer decision-making process and the factors influencing consumer buying behaviour. You will examine relevant consumer behaviour concepts, principles, and frameworks applied across business sectors and cultural boundaries. The main focus is to develop the link between theory and practical application.
The module aims and learning outcomes have been formulated in relation to these QAA benchmark statements.
The aims of the module are to:
This module provides you with the opportunity to work on specific business issues that organisations are facing. Utilising your competences of handling and managing business challenges, starting from problem identification and concluding with solution-related recommendations, thus encouraging research into real world business issues impacting organisations.
Useful and applied business research, like useful reflection, leads to change. To that end, students will be encouraged to take a pragmatic approach to their research, seeking always to create actionable conclusions of value to business managers, owners and entrepreneurs.
The aims of the module are to:
The expectation is that students will undertake research in areas of interest to them that is in context to their chosen programme and that develops knowledge and skills that support employment. Examples of possible areas of research include:
This module provides students with the opportunity to undertake research projects on specific research questions related to their course.
Students will critically investigate issues cognate to their programme of study. The aim will be to make proposals or recommendations for the future and / or a contribution to extant theory.
Students are expected to utilise appropriate investigative techniques and standards of data collection and analysis as they write their postgraduate research-based dissertation.
The dissertation will be 10,000 words in length.
The dissertation module has the following aims:
1. To facilitate a detailed investigation of one area or topic within the subject field;
2. To develop a thorough analysis and synthesis of theory, policy and practice in relation to the chosen topic;
3. To provide an opportunity for critical reflection on the research topic.
The expectation is that students will undertake research in areas of interest to them that is in context to their chosen course; the research supervisor will be allocated by the subject area within which the course is located.
This module is one of three triple-weighted module alternatives open to students (alongside the dissertation and the consulting report). The module provides you with the opportunity to showcase your professional skills in the execution of business-related tasks and experiential learning. When executing business tasks, successful practitioners are able to critically evaluate organisational matters and apply their knowledge to contribute strategies, ideas, recommendations and solutions that add value to their organisation. Furthermore, successful practitioners actively develop and shape their own behaviour, capabilities and identity. By critically reflecting on their experiences in work, they are able to develop their own capabilities and skills, and have the ability to understand how they personally add value to an organisation. It is the development and application of these capabilities in a professional context that is explored in this module.
The 1st week of the yearlong Workplacement programme will introduce students to the module and to the first task, the production of a substantial management report that helps to investigates a specific organisational opportunity or issue. This is a significant independent project, where you determine the subject to be investigated and the methodology to be followed. Your project is an ideal opportunity to seek out and draw upon a wide range of knowledge, and for you to demonstrate how this underpins any final conclusions and recommendations. Your project will help you demonstrate your ability to think and act independently when executing a complex and challenging task.
The remaining period is dedicated to experiential learning in a work placement or project with an employer, which you will have secured during your time on programme. This practical experience will allow you to explore and test your own professional competence in a specific working environment. You will maintain a Professional Development portfolio of your experiences and will, ultimately, be able to articulate your understanding of how you personally add value in a professional context. Again, you will be expected to draw on a wide range of knowledge to help evaluate and explain your experiences.
This module aims to:
The course prepares students for roles in marketing students for various roles in marketing in the UK and overseas.
Please note, in addition to the tuition fee there may be additional costs for things like equipment, materials, printing, textbooks, trips or professional body fees.
Additionally, there may be other activities that are not formally part of your course and not required to complete your course, but which you may find helpful (for example, optional field trips). The costs of these are additional to your tuition fee and the fees set out above and will be notified when the activity is being arranged.
Use the apply button to begin your application.
If you require a Student visa and wish to study a postgraduate course on a part-time basis, please read our how to apply information for international students to ensure you have all the details you need about the application process.
You are advised to apply as early as possible as applications will only be considered if there are places available on the course.To find out when teaching for this degree will begin, as well as welcome week and any induction activities, view our academic term dates.
Please select when you would like to start: