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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.

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About The Course

Marketing is the dynamic core of business and can be a force for strategic change. But what does it take to create a marketing visionary? How can you provide clear lines of insight into ever-shifting markets? How do you ensure communications flow across global business landscapes?

This programme creates the next generation of marketing leaders. It develops advanced professional thinking, analysis and marketing management skills. It is the ideal next step for marketing or business management graduates who want to uncover deeper marketing insights. It also offers aspiring marketing managers the chance to develop their skills.

You will develop an understanding of management nuances and gain a higher level of professional insight. You will learn how to speak strategically from a managerial platform and manage multiple stakeholders. Our graduates have the skills to tackle evolving marketing problems and to solve social challenges.

Key Facts

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, including a group of three integrated sub-modules, 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 opens the programme with development of the skill sets and concludes with Strategic Marketing Management which all students take as the final taught component 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 and within consumer culture. It presents the types of decisions involved in managing brands and discusses contemporary challenges and opportunities. It contains a range of lectures 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. The module takes a more analytical perspective building on ideas discussed in an earlier, compulsory social module. This is an applied, “hands-on”, module with both a practitioner, and a research, focus using industry leading analytics tools. Specific aims include: to 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.

  • Developing Business Models for 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

  • Global Strategic Marketing

    This module considers global strategic marketing from two thematic perspectives: the internationalisation of the firm and the globalisation of markets. The first theme looks at the way in which firms expand into markets through consideration of the organisational and marketing challenges. This includes market selection, entry mode choice and brand strategy. The second theme looks at the changes that occur in global markets and how this creates a dynamic environment, both positive and negative for international businesses.

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.

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.

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



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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