Full time 12 Month(s)
Our students develop the crucial marketing management skills of critical integrative thinking and collaborative working within a curriculum focused on the integration of theory and practice. Throughout the programme you will continually confront ‘real’ world issues in marketing.
Our programme is unique and the class size is tightly controlled to enable the staff-student and student-student contact necessary for the forms and processes of learning required.
These Masters programmes are deliberately challenging in order to provide the intellectual and practical platforms which will enable you to fast track into senior management in marketing.
Following the taught modules you will carry out an individual in-depth piece of research and produce a dissertation, this is often based on a practical project conducted with a company.
You will study a range of modules as part of your course, some examples of which are listed below.
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.
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.
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.
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.
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.
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.
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.
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
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.
Information contained on the website with respect to modules is correct at the time of publication, but changes may be necessary, for example as a result of student feedback, Professional Statutory and Regulatory Bodies' (PSRB) requirements, staff changes, and new research.
Duration: 12 months, full-time
Designed for: Graduates who have extensive marketing experience gained either practically within industry, or with a degree in Marketing or a related business subject with a significant marketing component. Previous study needs to be in a range of marketing disciplines.
Entry requirements: 2:1 (UK hons) degree or equivalent in Marketing or related business subject.
If you have studied outside of the UK, you can check your qualifications here: http://www.lancaster.ac.uk/study/postgraduate/international-qualifications/
IELTS: Overall score of at least 7.0, with no individual element below 6.0
We consider tests from other providers, which can be found here: http://www.lancaster.ac.uk/study/international-students/english-requirements/requirements-p2/
If your score is below our requirements we may consider you for one of our pre-sessional English language programmes
Pre-sessional English language programmes available:
10 Week – Overall score of at least 6.0, with no individual element below 6.0
4 Week – Overall score of at least 6.5, with no individual element below 6.0
The University will not increase the Tuition Fee you are charged during the course of an academic year.
If you are studying on a programme of more than one year's duration, the tuition fees for subsequent years
of your programme are likely to increase each year. The way in which continuing students' fee rates are
determined varies according to an individual's 'fee status' as set out on our fees webpages.
Studying at a UK University means that you need to pay an annual fee for your tuition,
which covers the costs associated with teaching, examinations, assessment and graduation.
The fee that you will be charged depends on whether you are considered to be a UK,
EU or overseas student.
Visiting students will be charged a pro-rata fee for periods of study less than a year.
Our annual tuition fee is set for a 12 month session,
which usually runs from October to September the following year.
Overseas fees, alongside all other sources of income, allow the University to maintain its abilities
across the range of activities and services. Each year the University's Finance Committee consider
recommendations for increases to fees proposed for all categories of student and this takes into
account a range of factors including projected cost inflation for the University, comparisons against
other high-quality institutions and external financial factors such as projected exchange rate
Lancaster University's priority is to support every student in making the most of their education.
Many of our students each year will be entitled to bursaries or scholarships to help with the cost of
fees and/or living expenses. You can find out more about financial support, studentships, and awards
for postgraduate study on our website.
Take five minutes to experience Lancaster's campus