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MSc/MRes Advanced Marketing Management

This course is designed for talented Marketing or Business Management graduates seeking deeper Marketing insights, and aspiring Marketing Managers looking to develop their skills.

About The Course

The Advanced Marketing Management MSc is focused on providing you with the opportunity to develop the skills and knowledge you need to further develop your career in marketing management. Bringing together leading-edge theory and a unique perspective on the practice of marketing management, the programme revolves around three key strands of learning:

  • Developing a comprehensive and profoundly ‘integrative’ knowledge of marketing
  • Acquiring a critical perspective on the practical application of marketing management theory, and a deep understanding of the character of the real world of marketing management practice, the forms of problems encountered and marketing management decision-making
  • Development of the collaborative and deliberative skills crucial to effective contribution in marketing management roles.

The programme has a deep focus on marketing management practice and revolves around the key problems and issues faced by marketing managers. 

 

Key Facts


12-month full-time course, starts in October


Designed for graduates from Marketing or Business or with significant industry experience of marketing.

40

Average class size

Course Content

You will study the below core modules over Term 1 and 2.

  • Marketing in Practice

    The central aim of this module is to give you the opportunity to develop the crucial skills of criticality and reflexivity – personal capabilities that are crucial whether you are an aspiring marketing manager or marketing academic. The learnings from this module will therefore not only support the development of the capabilities/skills vital in the world of practice but the capabilities/skills that you require for successful engagement with the MSc programme itself. This module both opens the programme with development of the skill sets and provides our capstone, Strategic Marketing Management all students take as the final taught compenent of the programme.

  • Researching Markets and Marketing

    This module enables you to acquire the knowledge and skills to research markets, and to conduct academic research in marketing, and prepares you for the later dissertation module.

  • Developing a Critical Understanding of Marketing

    This module aims to equip you with a comprehensive, integrative and critical understanding of marketing. It comprises three sub-modules: Understanding Consumers; Understanding Online Consumer Engagement; Understanding Business Markets. You will engage with the main theoretical perspectives in each area, critically applying this theory to real-world issues and problems. A wide variety of teaching and learning methodologies are utilised.

During your second term, you will study the core module 'Brand Management' along with a selection of optional modules as listed below.

  • Brand Management

    This module is concerned with putting brand management theory into practice by examining a number of real-world brands and case studies. Specifically, the aims of the module are to: create an understanding of the stratified reality and process of brand management action; create awareness of the involved brand management decisions; explore the criteria used to evaluate and monitor brand-related activities. The module explores the role of brand management within organisations. It presents the types of decisions involved in managing brands and discusses contemporary challenges and opportunities. It contains a range of lectures, in-class assignments and case studies and is assessed by group work and examination.

  • Critical & Creative Communications

    This module explores the cultural struggle that is occurring between corporations and their myriad communication agencies on the one hand and critical stakeholders such as environmentalists and anti-corporate activists on the other hand.We examine in detail diverse forms of communication such as PR, product placement, lobbying, design, tone of voice, advertising, and digital marketing. This module is organised around two strands: lectures concerning academic and managerial literature and groupwork in which you role play being a communications agency working on what may be a large scale public sector culturally-transformative creative brief.

  • Managing Marketing Channels

    This module looks at industrial relationships in the particular context of the manufacturer or brand owner and retailer. This is an area that poses particular problems to the marketing manager – problems that are generally inadequately addressed in marketing texts. The module looks at the difficulties that result from the common response by brand owners to operate through multiple channels, placing their own products in competition at the retail level.

  • Digital Marketing

    The digital ecosystem is a dynamic and complex environment. The aim of this module is to provide an up-to-date explanation of this digital context to enable students to understand and analyse the digital environment. This is an applied, “hands-on”, module with both a practitioner, and a research, focus using industry leading analytics tools. Specific aims include: Understand the main elements of the digital marketing ecosystem; Be able to provide a critical assessment of digital consumer behaviour and offer conclusions and recommendations for digital marketing activity, in-role as marketing management practitioners; Understand at least two analytics approaches in assessing consumer behaviour. This will normally include a quantitative based approach and one based on an analysis of word usage. This is an important dimension as reconciling information from multiple sources is a significant practitioner competency; Be able to apply an understanding of digital consumer behaviour, and of digital consumer analytics, to a consumer behaviour research context.

  • Business Models & Market-Makers

    The aim of this course is to help students think strategically about markets and marketing activities and to understand how marketing strategy works in practice. Course aims: to understand the traditions of marketing strategy and some of its tools and models; to understand the performative nature of marketing theory and tools; to understand how business models and marketing tools can be put to work to make calculations and judgements about what is worth doing, and what to do next; to understand how business models and marketing tools can make and shape markets; to critically review existing research and theory as it relates to marketing strategy

  • International Marketing Management

    This module aims to help students develop a critical appreciation of the opportunities and challenges associated with the increasing globalisation of markets. Students will examine issues around the internationalisation of markets, marketing, and consumer culture, foreign market entry strategy, assessment of cultures, and marketing strategies and practice in emerging markets. Upon successful engagement with classroom materials and discussions, students will gain an enhanced understanding of the scope, risks, and rewards of an international marketing expansion strategy.

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. 

  • Advanced Marketing Management Dissertation

    The dissertation is the keystone of the Masters in Advanced Marketing Management and involves in-depth investigation of a specific marketing topic. Various types of organisational project or research-based dissertations are possible, but whichever you undertake, the process requires you to integrate the key intellectual skills of critical and integrative thinking you have developed through the earlier modules with the philosophical perspectives and research skills which you are exposed to in the methodology classes.

For information on our MRes programme, please visit MRes Advanced Marketing Management.

  • Term 1

    You will study the below core modules over Term 1 and 2.

    • Marketing in Practice

      The central aim of this module is to give you the opportunity to develop the crucial skills of criticality and reflexivity – personal capabilities that are crucial whether you are an aspiring marketing manager or marketing academic. The learnings from this module will therefore not only support the development of the capabilities/skills vital in the world of practice but the capabilities/skills that you require for successful engagement with the MSc programme itself. This module both opens the programme with development of the skill sets and provides our capstone, Strategic Marketing Management all students take as the final taught compenent of the programme.

    • Researching Markets and Marketing

      This module enables you to acquire the knowledge and skills to research markets, and to conduct academic research in marketing, and prepares you for the later dissertation module.

    • Developing a Critical Understanding of Marketing

      This module aims to equip you with a comprehensive, integrative and critical understanding of marketing. It comprises three sub-modules: Understanding Consumers; Understanding Online Consumer Engagement; Understanding Business Markets. You will engage with the main theoretical perspectives in each area, critically applying this theory to real-world issues and problems. A wide variety of teaching and learning methodologies are utilised.

  • Term 2

    During your second term, you will study the core module 'Brand Management' along with a selection of optional modules as listed below.

    • Brand Management

      This module is concerned with putting brand management theory into practice by examining a number of real-world brands and case studies. Specifically, the aims of the module are to: create an understanding of the stratified reality and process of brand management action; create awareness of the involved brand management decisions; explore the criteria used to evaluate and monitor brand-related activities. The module explores the role of brand management within organisations. It presents the types of decisions involved in managing brands and discusses contemporary challenges and opportunities. It contains a range of lectures, in-class assignments and case studies and is assessed by group work and examination.

    • Critical & Creative Communications

      This module explores the cultural struggle that is occurring between corporations and their myriad communication agencies on the one hand and critical stakeholders such as environmentalists and anti-corporate activists on the other hand.We examine in detail diverse forms of communication such as PR, product placement, lobbying, design, tone of voice, advertising, and digital marketing. This module is organised around two strands: lectures concerning academic and managerial literature and groupwork in which you role play being a communications agency working on what may be a large scale public sector culturally-transformative creative brief.

    • Managing Marketing Channels

      This module looks at industrial relationships in the particular context of the manufacturer or brand owner and retailer. This is an area that poses particular problems to the marketing manager – problems that are generally inadequately addressed in marketing texts. The module looks at the difficulties that result from the common response by brand owners to operate through multiple channels, placing their own products in competition at the retail level.

    • Digital Marketing

      The digital ecosystem is a dynamic and complex environment. The aim of this module is to provide an up-to-date explanation of this digital context to enable students to understand and analyse the digital environment. This is an applied, “hands-on”, module with both a practitioner, and a research, focus using industry leading analytics tools. Specific aims include: Understand the main elements of the digital marketing ecosystem; Be able to provide a critical assessment of digital consumer behaviour and offer conclusions and recommendations for digital marketing activity, in-role as marketing management practitioners; Understand at least two analytics approaches in assessing consumer behaviour. This will normally include a quantitative based approach and one based on an analysis of word usage. This is an important dimension as reconciling information from multiple sources is a significant practitioner competency; Be able to apply an understanding of digital consumer behaviour, and of digital consumer analytics, to a consumer behaviour research context.

    • Business Models & Market-Makers

      The aim of this course is to help students think strategically about markets and marketing activities and to understand how marketing strategy works in practice. Course aims: to understand the traditions of marketing strategy and some of its tools and models; to understand the performative nature of marketing theory and tools; to understand how business models and marketing tools can be put to work to make calculations and judgements about what is worth doing, and what to do next; to understand how business models and marketing tools can make and shape markets; to critically review existing research and theory as it relates to marketing strategy

    • International Marketing Management

      This module aims to help students develop a critical appreciation of the opportunities and challenges associated with the increasing globalisation of markets. Students will examine issues around the internationalisation of markets, marketing, and consumer culture, foreign market entry strategy, assessment of cultures, and marketing strategies and practice in emerging markets. Upon successful engagement with classroom materials and discussions, students will gain an enhanced understanding of the scope, risks, and rewards of an international marketing expansion strategy.

  • 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. 

    • Advanced Marketing Management Dissertation

      The dissertation is the keystone of the Masters in Advanced Marketing Management and involves in-depth investigation of a specific marketing topic. Various types of organisational project or research-based dissertations are possible, but whichever you undertake, the process requires you to integrate the key intellectual skills of critical and integrative thinking you have developed through the earlier modules with the philosophical perspectives and research skills which you are exposed to in the methodology classes.

  • MRes

    For information on our MRes programme, please visit MRes Advanced Marketing Management.

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 scholarship 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. You may also be eligible for a loan from Prodigy Finance, and we offer other scholarships too.

Apply for Masters

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.

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Student Profiles