Full time 1 Year(s)
This Masters programme focuses on the global issues facing firms, markets and consumers, and provides the ideal springboard to a range of marketing-related careers.
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.
Through international cases, simulations and projects, you’ll be exposed to many different marketing contexts – culminating in the Marketing ‘Deep Dive Dissertation’ in the final term. Here you work in collaboration with external clients to explore solutions to a current and perplexing problem and will present and develop your findings throughout the dissertation period.
The programme has been approved and accredited by the Chartered Institute of Marketing (CIM) and you will benefit from the prestigious CIM Graduate Gateway.
You will study a range of modules as part of your course, some examples of which are listed below.
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.
This module aims to introduce you to the marketing discipline, briefly explaining the history of marketing practice and the contemporary issues that are beginning to transform those practices. In the process you will explore some of the core concepts that form the foundation of the field and see how these have been developed as practical and useful theoretical tools and devices.
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.
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.
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.
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).
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.
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.
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.
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.
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.
Designed for: Graduates who have not studied marketing before. Applicants should have no more than two years’ work experience in related areas such as Marketing, Sales or Business Development
Duration: 12 months, full-time
Entry Requirements: 2:1 (UK hons) degree or equivalent in any subject, (except Marketing) One or two ‘taster’ Marketing modules may be acceptable
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.
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recommendations for increases to fees proposed for all categories of student and this takes into
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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.
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