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MSc Marketing

For talented graduates who have not studied Marketing before, this programme provides an ideal springboard for Marketing careers.

About The Course

This programme focuses on the global issues facing firms, markets and consumers, and provides the ideal springboard to a range of marketing-related careers.

The Marketing MSc takes you on a developmental journey to give you precisely the kind of skills and knowledge needed to become an effective (and reflective) marketing practitioner.

You’ll gain in-depth understanding of markets and how they work, and will be introduced to many theories, tools and techniques that firms can use to connect with and shape those markets. You’ll also learn what firms can do to uncover new and emerging consumer practices that may offer potential for creating new markets.

The emphasis throughout is on the relationship between theory and practice, and you’ll constantly be challenged to reflect on how the ideas you encounter translate to real-world settings.

Key Facts


12-month course, starts in October


Benefit from the Chartered Institute of Marketing’s Graduate Gateway

75

Average class size, with smaller seminar groups for focused learning


Designed for graduates with no previous experience of studying Marketing


Gain the skills to pursue a wide range of career pathways.


Develop a portfolio of work to help you succeed in the marketing profession.

Course Content

The Marketing MSc comprises seven taught modules: three foundation modules in term one, two compulsory and two optional modules in term two, followed by the Deep Dive Dissertation in term three. In each term there is a Milestone Event to celebrate your learning. At these Milestone events you will be involved in activities that help you to reflect on your learning throughout the term, across the different modules that you have studied. You will be encouraged to consider the application of the theories you have studied in different practical settings, supported by engagement with a range of marketing practitioners who can share their experiences and stories with you.

In your first term from October to December, you will study the below modules. 

  • Markets

    This module is designed to help you understand what markets are, how they work and - most importantly - identify the actors and practices that make markets happen. You will learn how markets are constructed through the patient, multiple and distributed efforts of many different market actors - for example - suppliers, distributors and retailers. You will learn how the network of connections spreads out to shape what markets become and how they begin to involve a whole host of important mediators such as consumer guides, rating agencies and regulators.

  • Consumers

    The overall aim of this module is to develop an appreciation and understanding of consumer behaviour from both managers' and consumers' perspectives, building on current research in consumer behaviour and the social sciences generally. This module will equip you with the qualitative skills that will enable you to understand, interpret and commission consumer research.

During your second term from January to March, you will take four modules. These include the two core modules below, plus a choice of two optional modules from the next tab. 

  • Strategic Marketing

    This module is developed to teach you marketing strategy through a hands-on marketing simulation experience. The marketing ‘game’ provides you with an integrated overview of the concepts, techniques and skills used in marketing strategy and management.

  • Marketing Communications

    This module will frame your learning about the communications strategies and techniques used by contemporary brands, organisations, and people. You will study the main tools and media of marketing communications, with a particular emphasis on PR, product placement, and direct marketing and analyse how communications by public and private-sector organisations can be integrated or disintegrated.

During your second term, you will also take two modules from a choice of options below.

  • Digital Marketing

    This module is designed to enable you to explore both established and emerging forms of digital marketing. A range of digital topics will be discussed such as viral and word-of-mouth campaigns, search engine optimisation, pay-per-click advertising, mobile marketing, user-generated content and social media, and the growing influence of ‘big data’ through the increasing power and use of digital analytics and metrics.

  • Branding Strategy

    This module will provide you with a managerial and critical understanding of how brand strategy integrates a variety of perspectives - the social, psychological, managerial and creative aspects of branding.

    You will learn the language of brand strategy, discover how branding fits with the other activities of an organisation. You will learn how this knowledge can be applied in the managerial context.

  • Business-to-Business Marketing

    This module aims to deepen your understanding of business-to-business markets and of the marketing activities that organisations engage in with respect to these markets. You will learn about a range of different settings and contexts where business-to-business marketing takes place and study contemporary trends in B2B marketing practice and theory with particular reference to the possible future of business markets in the electronic and global arena.

  • Contemporary Consumption

    This module aims to provide you with the opportunity to critically review existing research and theory as it relates to a number of current consumer research specialist topics. The module provides you with the experience of applying and adapting existing theoretical frameworks to real consumer contexts and will enable a fuller engagement with the research interests of the marketing department staff.

From May to July you work on your Masters dissertation, with support from your dissertation supervisor. You will submit it at the start of September, at the end of your Masters programme. The Deep Dive Dissertation is a unique feature of the MSc Marketing and has been developed to support you in a serious, live engagement with an experienced practitioner about a contemporary marketing challenge or issue. The portfolio of work you produce is designed to integrate your experience and expertise developed throughout the programme and will be invaluable for your entry into the marketing profession.

  • Deep Dive Dissertation

    This module draws on all your skills and learning developed on the programme, on market information interpretation skills you’ve developed, on your understanding of markets, marketing and consumption, and potentially on the expertise that you bring to the programme from your first degree (in the arts, engineering, business or the humanities for example).

  • Term 1

    The Marketing MSc comprises seven taught modules: three foundation modules in term one, two compulsory and two optional modules in term two, followed by the Deep Dive Dissertation in term three. In each term there is a Milestone Event to celebrate your learning. At these Milestone events you will be involved in activities that help you to reflect on your learning throughout the term, across the different modules that you have studied. You will be encouraged to consider the application of the theories you have studied in different practical settings, supported by engagement with a range of marketing practitioners who can share their experiences and stories with you.

    In your first term from October to December, you will study the below modules. 

    • Markets

      This module is designed to help you understand what markets are, how they work and - most importantly - identify the actors and practices that make markets happen. You will learn how markets are constructed through the patient, multiple and distributed efforts of many different market actors - for example - suppliers, distributors and retailers. You will learn how the network of connections spreads out to shape what markets become and how they begin to involve a whole host of important mediators such as consumer guides, rating agencies and regulators.

    • Consumers

      The overall aim of this module is to develop an appreciation and understanding of consumer behaviour from both managers' and consumers' perspectives, building on current research in consumer behaviour and the social sciences generally. This module will equip you with the qualitative skills that will enable you to understand, interpret and commission consumer research.

  • Term 2: Core

    During your second term from January to March, you will take four modules. These include the two core modules below, plus a choice of two optional modules from the next tab. 

    • Strategic Marketing

      This module is developed to teach you marketing strategy through a hands-on marketing simulation experience. The marketing ‘game’ provides you with an integrated overview of the concepts, techniques and skills used in marketing strategy and management.

    • Marketing Communications

      This module will frame your learning about the communications strategies and techniques used by contemporary brands, organisations, and people. You will study the main tools and media of marketing communications, with a particular emphasis on PR, product placement, and direct marketing and analyse how communications by public and private-sector organisations can be integrated or disintegrated.

  • Term 2: Optional

    During your second term, you will also take two modules from a choice of options below.

    • Digital Marketing

      This module is designed to enable you to explore both established and emerging forms of digital marketing. A range of digital topics will be discussed such as viral and word-of-mouth campaigns, search engine optimisation, pay-per-click advertising, mobile marketing, user-generated content and social media, and the growing influence of ‘big data’ through the increasing power and use of digital analytics and metrics.

    • Branding Strategy

      This module will provide you with a managerial and critical understanding of how brand strategy integrates a variety of perspectives - the social, psychological, managerial and creative aspects of branding.

      You will learn the language of brand strategy, discover how branding fits with the other activities of an organisation. You will learn how this knowledge can be applied in the managerial context.

    • Business-to-Business Marketing

      This module aims to deepen your understanding of business-to-business markets and of the marketing activities that organisations engage in with respect to these markets. You will learn about a range of different settings and contexts where business-to-business marketing takes place and study contemporary trends in B2B marketing practice and theory with particular reference to the possible future of business markets in the electronic and global arena.

    • Contemporary Consumption

      This module aims to provide you with the opportunity to critically review existing research and theory as it relates to a number of current consumer research specialist topics. The module provides you with the experience of applying and adapting existing theoretical frameworks to real consumer contexts and will enable a fuller engagement with the research interests of the marketing department staff.

  • Term 3

    From May to July you work on your Masters dissertation, with support from your dissertation supervisor. You will submit it at the start of September, at the end of your Masters programme. The Deep Dive Dissertation is a unique feature of the MSc Marketing and has been developed to support you in a serious, live engagement with an experienced practitioner about a contemporary marketing challenge or issue. The portfolio of work you produce is designed to integrate your experience and expertise developed throughout the programme and will be invaluable for your entry into the marketing profession.

    • Deep Dive Dissertation

      This module draws on all your skills and learning developed on the programme, on market information interpretation skills you’ve developed, on your understanding of markets, marketing and consumption, and potentially on the expertise that you bring to the programme from your first degree (in the arts, engineering, business or the humanities for example).

CIM logo

Accreditation

Students on the MSc Marketing are automatically enrolled in the Chartered Institute of Marketing’s Graduate Gateway for one year. You’ll have the opportunity to gain the professional qualification of CIMDip if you wish to engage in additional study alongside the Masters course.

Assessment Methods

Assessment methods vary from module to module and include coursework, essays, formal examinations, group reports, case study analyses and presentations. These methods are designed to give you a range of skills and experience to enhance your learning.

Scholarships

Our programme-specific scholarships for 2019 entry include the Academic Excellence, UK-EU and International scholarships aimed at high-achieving students with a strong academic or personal profile. We'll automatically consider you for these scholarships when you apply and if you are shortlisted we'll be in touch with the next steps. Students on this programme may also be eligible for a loan from Prodigy Finance, and we also offer other scholarships.

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Careers

The Careers Team at LUMS helps you shape your career plans and supports your job-hunting process in a variety of ways, including personalised one-to-one support and interactive workshops on areas such as career strategies, writing CVs and applications, interview skills, psychometric testing, what to expect at assessment centres, and online networking strategies.

Learn more

Student Profiles