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MSc Marketing

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

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About The Course

Marketing impacts upon every aspect of our lives - the products we buy, the retail stores we visit and the websites we browse. Marketers can have a profound impact on society, the economy, the environment and culture. It is an exciting, challenging and nuanced discipline set against a changing and dynamic backdrop.

This programme aims to develop knowledgeable, professional marketing postgraduates. It is approved and accredited by the Chartered Institute of Marketing (CIM). This allows you to gain a professional qualification or award alongside your degree through the prestigious CIM Graduate Gateway programme. We have a dedicated careers team within the department to offer careers support. As the UK’s longest established marketing faculty, we have a large and very active alumni network. You will be able to take advantage of this professional and social network during your time as a student and beyond.

Almost every company has a marketing department and marketing skills are highly valued in contemporary businesses. The programme provides an ideal springboard to marketing-related careers both client-side and agency-side. 

Key Facts

Course Content

The MSc Marketing programme runs over three terms. In your first term from October to December, you will study the three foundation modules below. In addition, you will also study one Deep Dive Dissertation Research Methods module (Qualitative or Quantitative) in Term 1 in preparation for undertaking the dissertation in Term 3.

  • 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.

  • Marketing

    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.

  • 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.

In 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. During the second term you will also study the remaining Deep Dive Dissertation Research Methods module (Qualitative or Quantitative) in preparation for undertaking the dissertation in Term 3.

  • 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

    The aim of this module is to provide students with a contemporary view of the role and importance of marketing communications. Students will develop an appreciation and understanding of the fast-moving and multi-faceted world of marketing communications from both a theoretical and managerial perspective. This module will emphasize the importance of integrated marketing communications (IMC) and will cover topics such as campaign strategy and planning, creativity, product placement and celebrity endorsement.

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, 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.

  • Consumer Experiences

    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.

  • International Retail Marketing

    This module considers international retail marketing activity from two thematic perspectives: the internationalisation of the retail firm and the globalisation of markets. The first theme looks at the way in which firms expand into international markets through consideration of the organisational and marketing challenges they have to address. This includes market selection and entry mode decisions as well as brand strategy and format innovation. The second theme looks at the changes that occur in global markets and how this creates a dynamic environment for both domestic and international retailers.

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).

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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.


Our programme-specific scholarships for 2020 entry are aimed at high-achieving students with a strong academic or personal profile, and we also offer the Fulgoni Scholarship. 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, so it's best to apply as soon as possible.

If you are an offer holder on the MSc Advanced Marketing Management or MSc Marketing programmes, and have been awarded a programme scholarship, you may also be eligible for the Fulgoni Scholarship. This award of up to £11,950 is provided by Gian Fulgoni, former Executive Chairman and Co-founder of comScore Inc. For more details and how to apply, please visit the Fulgoni Scholarship. We also offer LUMS Alumni scholarships - visit our Apply For Masters page to find out more.



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

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