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 inter-relationships 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.
You will be required to have:
All applicant must be able to demonstrate proficiency in the English Language. Applicants who require a Tier 4 student visa may need to provide a Secure English Language Test (SELT). For more information about English qualifications please see our English Language requirements.
The modules listed below are for the academic year 2019/20 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 an integral component and distinguishing characteristic of the MA marketing course, where students will produce a postgraduateempirical research-based report. It builds on the module Marketing Research in Practice, where students will have identified a suitable topic for research and produced a research proposal. This module seeks to bring general and specialist areas of the course together and enable students to undertake a research on a contemporary topic in depth with the aim of making an effective and practical recommendations on the basis of the research carried out.The business research project experience encourages students to further develop their research, analytical and reporting skills. The work is the student's ownresponsibility from design to doing the research and analysis.
The business research project is a sizable piece of work (10,000 words+ 10%) excluding figures, table of contents, reference list and appendices, with a logical structure. Each student will have completed a research proposal prior to commencing the module which should form the basis of the research project. Each students will agree a topic for the project with the module leader, who will then allocate the student a supervisor.
The importance and ability to embed and manage innovation is critical to organisational success.
Fast moving industries present significant challenges and opportunities for organisations and those willing to embed and effectively manage innovation will gain competitive advantage in the market.
While recognising the multi-disciplinary field of innovation, the module explores it from a marketing perspective and its importance to organisational success. The key factors that facilitate and nurture organisational innovation are analysed along with the capability to recognise the opportunities for, and constraints to innovation in specific organisational contexts.
Links with creativity, leadership and entrepreneurship are explored to develop practical-orientated skills that are crucial to the management of innovation.
Marketing operates in an evolving and dynamic digital landscape. Effective marketers need to develop the skills and awareness of the challenges and opportunities within the ever changing digital ecosystem. Digital and social media marketing provides students with a Masters-level introduction to the development, theory and practice of digital and social media marketing to support marketing activities.The module presents theoretical frameworks and models which are relevant to digital and social media marketing practice. It examines the development and planning of supporting technologies for digital marketing and examines digital channels and their suitability for inclusion for effective integrated marketing programmes and campaigns.
The Marketing Research in Practicemodule provides a practical insight into research methods and techniques utilised by both marketing practitioners and marketing academics.The module introduces students to different ontological, epistemological and axiological assumptionsas 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 students 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.It will address validity and reliability issues in qualitative research and quantitative research.
The module will also prepare students to undertake a compelling and persuasively argued research proposal, fulfilling both academic and professional standards.
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.
The module is designed to provide students with an in-depth understanding of the buyer decision-making process and the factors influencing consumer buying behaviour. The concepts, principles, and frameworks examined in the module apply across business sectors and cultural boundaries. The main focus is to develop the link between theory and practical application.
This module is one of two modules in the Advertising pathway of the MA Marketing course. It is designed to provide students with the theoretical knowledge and key industry-standard skills needed to develop a successful career within the growing and dynamic advertising industry.Executive and/or management positions within the Advertising industry, on both the agency side and on the client side of the business, include: account managing, account planning and insight, digital advertising planning, social media campaign management, brand management, creative executives, media buying and planning.
The module 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. The module critically assess key theories, models and emerging concepts in advertising which are relevant to product/ service/brand advertising and explores traditional and on line 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.
In an ever increasing cluttered and dynamic communication environment advertisers seek the attention and engagement of their target audiences. The effective planning creative execution and the use of appropriate media channels and the effective use of advertising can enhance the success of an organisations communications strategy and overall an organisation’s marketing activity. This module examines the current issues affecting advertising at both a national and global level and to critically analyse key contemporary advertising practices. This will be underpinned by current scholarly research in advertising to gain insights into contemporary and applied practices.
This module examines contemporary issues and theoretical perspectives in public relations at both a national and global level. This will be underpinned by current scholarly research in public relations to gain insights into contemporary and applied practices. The module takes into account the considerable impact that recent political, socio-economic and technological issues and trends have on media, corporate strategy and public relations practice. Current trends within digital media platforms, products and applications will also be explored in order to better understand how organisational communications are responding to these significant changes currently taking place within the media landscape.
The module is designed to provide students with the theoretical knowledge and key industry-standard skills needed to develop a successful career within the growing and dynamic public relations (PR) industry. It provides students with an opportunity to develop and improve their 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.
Students will analyse and discuss how communications strategy is best served from a position of well informed and thorough research into a target market, combined with a solid grasp of the external (economic/political/social etc) and internal (management/systems/morale etc) environments faced by an organisation.
They will be supported and encouraged to conduct appropriate research to help them plan and design a communications plan for a real-world organisation, having first been taught and encouraged to further develop the fundamentals of campaign planning.
As part of this approach, students will also be introduced to contemporary communications theory and practice (both in-house and consultancy), with the expectation that they will examine how these have been recently 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 students 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 the organisation’s and public interest.
The module addresses those elements of the commercial process that determine the nature of the transactional interface with the consumer. It integrates 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. It also introduces the concept of retail design as an intrinsic part of marketing strategy in order that students 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.
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 coremarketing modules and is one of two modules in the retail pathway of the MA Marketing course. It examines issues facing the dynamic retail sector and current trends. It is designed to provide students with knowledge of the meaning, role and application of marketing in the retail sector. It will cover the principles and practice of marketing and the industry specific application of marketing. The importance ofthe concept of retail service will also be explored.
The course prepares students for roles in marketing students for various roles in marketing in the UK and overseas. Marketing Week (2015) voted the role of Marketing Manager as the best job in the UK.
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.
If you're starting your course from September 2019, you will be taught at our campus in Holloway, Islington.
At our Islington campus you'll benefit from state-of-the-art facilities, flexible teaching areas and a wide range of social spaces.
Use the apply button to begin your application.
Non-EU applicants looking to study part-time should apply direct to the University. If you require a Tier 4 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.
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