Top 50 for Marketing in the QS World University Rankings by Subject 2025
Marketing today is dynamic, creative, and data-driven, and to succeed, you need more than intuition. At the UK’s oldest marketing department, you can develop deep expertise in marketing communications, preparing you for leadership in an evolving global marketplace.
Our MSc Marketing is designed for ambitious graduates from any discipline. You do not need to have studied marketing before. By the end of the programme, you will be equipped to lead marketing initiatives with creativity, insight, and strategic clarity.
Our teaching combines research-led academic expertise with insights from experienced marketing practitioners, ensuring that what you learn is grounded in rigorous scholarship and industry relevance.
Build a strong foundation
MSc Marketing allows you to build a strong intellectual foundation while developing practical skills highly valued by employers. You will be challenged to think critically about marketing theory and practice, using real-world contexts to question assumptions and apply your knowledge to new, complex situations.
You will learn how to extract and synthesise market, marketing, and consumer information, presenting your insights effectively to varied audiences.
Gain collaborative skills
Leadership and collaboration are at the heart of the programme. You will develop the ability to work productively in teams and the confidence to take the initiative and lead in diverse organisational settings.
Develop research expertise
The programme also focuses on applied research skills. You will gain experience in choosing and using research methodologies across different contexts, preparing you not just to understand marketing challenges but to investigate and address them systematically. This capability will be vital whether you pursue a career in consultancy, brand management, communication strategy, market research, or further academic study.
Expand your professional network
You will have opportunities to build your professional network by connecting with guest speakers, alumni, and partner organisations. Our Marketers in Residence—successful alumni working in marketing—help shape the curriculum to ensure it reflects the real needs and opportunities of today’s marketing industry.
Features of the MSc Marketing programme you should know about:
Our pioneering legacy
Lancaster University is home to the first Marketing department in Europe, established in 1964.
Double accreditation
Benefit from the Chartered Institute of Marketing’s Accredited Degree scheme and the option to obtain a Certified Digital Marketing Associate (CDMA) accreditation from the Digital Marketing Institute upon completion of your master's degree.
‘Live’ dissertation project
You can complete a ‘live’ dissertation project provided by a real company. Previous companies we have partnered with include Procter & Gamble, Molson Coors, Suntory, and major media companies such as OMD and WPP Group.
Marketers in Residence
You will have the chance to work on pitches with our Marketers in Residence and receive mentoring from them.
Alumni events
You can attend a range of career-focused events with our Alumni who are working across many markets
Varied types of assessment
You will experience a wide array of assessment methods, including videos, presentations, and art exhibitions.
Course accreditation
Students taking this CIM Accredited programme are automatically enrolled in the Chartered Institute of Marketing’s study programme for one year. When you pass your master's, you’ll gain exemptions from CIM assessments, reducing the number of modules you will need to take to gain a professional CIM qualification if you wish to engage in additional study alongside your master's,
The programme is approved by the Digital Marketing Institute (DMI), the global standard in digital marketing professional learning and certification. Students on the MSc Marketing programme are eligible to enrol on the DMI certification (extra charge payable to DMI, current fee approx. £199 + VAT), allowing you to gain Associate level certification upon completing your programme and lifetime access to DMI resources.
Our MSc Marketing prepares you for a broad range of dynamic careers in marketing, brand management, and consultancy, both in the UK and internationally.
Many of our MSc Marketing graduates pursue careers in the marketing departments of organisations. There is an increasing trend of our graduates being employed by digital/technology organisations such as Google and TikTok. And our graduates often go into marketing communications roles with organisations like EssenceMediacom and Dentsu. Some of our graduates have become business owners.
Typical roles our graduates are employed in include:
Marketing Manager
Brand Manager
Market Research Analyst
Digital Marketing Specialist
Product Manager
Marketing Consultant
Sales and Business Development Manager
Advertising Account Executive
Content Marketing Manager
Customer Experience Manager.
Top 50 in the world for Marketing
Lancaster is ranked 8th in the UK and in the 48th globally for Marketing according to the QS World Rankings by Subject 2025, one of nine subjects at Lancaster to be featured in the top 100 in these prestigious listings.
2:2 Hons degree (UK or equivalent) in any subject discipline. Marks should be consistently at 2:2 level, or higher, throughout your undergraduate studies, with all marks at least pass level.
English language requirements
We require an IELTS (Academic) Test with an overall score of at least 6.5, and a minimum of 6.0 in each element of the test.
If you are thinking of applying to Lancaster and you would like to ask us a question, complete our enquiry form and one of the team will get back to you.
Delivered in partnership with INTO Lancaster University, our one-year tailored pre-master's pathways are designed to improve your subject knowledge and English language skills to the level required by a range of Lancaster University master's degrees. Visit INTO Lancaster University for more details and a list of eligible degrees you can progress onto.
Course structure
We continually review and enhance our curriculum to ensure we are delivering the best possible learning experience, and to make sure that the subject knowledge and transferable skills you develop will prepare you for your future. The University will make every reasonable effort to offer programmes and modules as advertised. In some cases, changes may be necessary and may result in new modules or some modules and combinations being unavailable, for example as a result of student feedback, timetabling, Professional Statutory and Regulatory Bodies' (PSRB) requirements, staff changes and new research. Not all optional modules are available every year.
You will take the core modules listed and choose one optional module.
Core
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This module equips you with the essential tools and insights needed to gather and interpret marketing intelligence for informed decision-making. Marketing intelligence is fundamental for effective strategy, relying on both quantitative and qualitative research methods to provide a holistic view of consumer behaviour.
You will explore various research tools and techniques. You will learn to harness quantitative data for measurable insights and qualitative methods for a deeper understanding of customer motivations and experiences. This dual approach allows you to build precise, empathetic strategies that respond to real consumer needs.
You will dive into the entire research process, covering topics including:
selecting appropriate research types, such as exploratory and descriptive
designing data collection instruments
using sampling methods
ethically analysing data.
You will also examine the role of big data in constructing a complete view of the marketing intelligence available.
By the end of the module, you will be able to commission, manage, and interpret marketing intelligence, a critical skill for roles such as marketing manager, product manager, and brand strategist.
Understanding consumer behaviour is essential for successful marketing. This module explores how and why consumers interact with marketing systems, focusing on both traditional and digital environments. You will examine consumer behaviour from cultural and experiential perspectives, learning how various factors, such as identity, social influences and digital engagement shape consumption patterns. Through this approach, you will gain insights that are invaluable for marketing across diverse markets and essential for navigating today’s digital landscape.
Throughout the module, you will study the key theories and concepts in consumer behaviour, including:
consumer culture theory
socialisation
symbolic consumption
marketplace cultures.
You will also explore the impact of digital consumption, covering topics such as:
surveillance capitalism
social labour
the psychological effects of online interactions.
This knowledge will help you understand the psychological and sociological factors that influence consumers’ online behaviours, equipping you to develop strategies tailored to digital audiences. You will also explore the key elements of behavioural science, including nudges, biases and the decision-making process.
This module immerses you in the rapidly evolving field of digital marketing, helping you understand how to engage with and satisfy consumers through online channels. You will explore the principles and tools that underpin digital marketing, including:
social media
online advertising
data analytics AI
emerging technologies like AR and VR.
This practical and critical approach prepares you for both the opportunities and challenges of this dynamic discipline.
You will develop the core skills digital marketing professionals need, including written and visual communication, data analysis, and the ability to synthesise complex datasets. You will discover how to attract new customers, improve online experiences, and increase brand awareness. Additionally, you will develop skills in teamwork, digital presentations, and using IT to communicate effectively.
Learn the skills to design and execute effective marketing communication strategies across today’s multi-channel landscape. In an environment where targeted messaging is crucial to brand visibility and engagement, you will learn how to create impactful campaigns that connect with audiences and drive results. This module will give you the practical skills to analyse, adapt, and optimise messaging across various platforms. It covers the key areas of:
digital media
advertising
public relations
integrated marketing communications (IMC).
You will explore both the art and science of successful marketing communications, ranging from strategy development to crafting compelling messages that can be scientifically tested and measured. By understanding integrated communication planning, you will learn to build distinct and resonant brand assets across digital and traditional media. Topics include:
media planning
media measurement
the complexities of today’s consumer journey
the role of personalisation in enhancing engagement.
In this module, you will build essential professional skills and undertake a unique, hands-on research project within a real marketing setting. Through practical exercises, role-playing, and real-world scenarios, you will enhance your critical thinking, quick decision-making, and adaptability – qualities that are highly valued in marketing. Structured networking sessions with industry professionals will further help you gain confidence and a deeper understanding of the global marketing landscape.
For the Company Commissioned Dissertation (CCD) you will work in a self-selected team and be assigned a company ‘client’. Working closely with your supervisor and your client company, you will apply insights from your coursework to tackle a real-world problem, drawing on both academic and professional resources.
Companies we are currently working with include major drinks distributors, FMCG brands, car marques, national charities, and several international advertising and media agencies.
This module will prepare you for the complexities of strategic marketing planning in a competitive and uncertain environment. Through the ‘Digital Markstrat’ simulation, you will gain hands-on experience crafting and executing marketing strategies. This practical experience will enhance your understanding of strategic decision-making. By applying theoretical frameworks in this dynamic and data-rich environment, you’ll develop the critical thinking and adaptability required to achieve competitive advantage.
You will explore all stages of the marketing planning process, from audits to strategic decisions and implementation, aligning plans with organisational goals and evaluating their impact. The module also emphasises essential skills for modern marketers: data analysis, teamwork, presentation, leadership, and negotiation. Working in groups, you’ll analyse complex data, create strategies, and present your findings while reflecting on your decisions and their outcomes.
Optional
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This module will equip you with the knowledge and skills needed to navigate the unique dynamics of business-to-business (B2B) markets. B2B environments are different from business-to-consumer (B2C) markets. They require a deep understanding of complex buying behaviours, strategic relationships, and tailored communication strategies. This module offers a comprehensive exploration of these key aspects, providing you with the tools to excel in a B2B marketing context.
You will learn to analyse business markets, develop responsible business strategies, and align marketing processes with digital technologies. Core topics include:
market segmentation
value propositions
global market dynamics
integrating traditional and digital communication channels.
The module emphasises practical skills such as negotiation, strategic planning, and leveraging networks to create competitive advantage.
This module explores the evolving relationship between marketing, culture, and society. You will critically examine how marketing both shapes and is shaped by social values, consumer behaviour, and global challenges such as sustainability and ethical practice. Topics covered include:
celebrity culture
fast fashion
lifestyle influencers
marketing to children
the sharing economy.
The module goes beyond traditional ideas of consumer behaviour. It emphasises the sensory, emotional, and spatial dimensions of the consumer experience. You will explore how marketers design inclusive and accessible experiences and address challenges faced by vulnerable consumers and people with disabilities.
Drawing on sociology, anthropology, and human geography, this module challenges you to think ethically and creatively about the future of marketing in a rapidly changing world.
Explore how powerful brand strategies drive international success. This module blends creative, financial, legal, psychological, and social perspectives to help you understand how brands are built, positioned, and managed across global markets. You'll learn how branding connects with wider business functions and how strategic decisions shape organisational growth.
The module is structured around three key themes:
Internationalisation: You will examine how firms expand globally, select markets, and innovate brand formats.
Global market dynamics: You will analyse how globalisation, de-globalisation, and shifting consumer behaviours affect brand strategy.
Digital transformation: You will explore how digitalisation is reshaping branding, particularly in luxury and FMCG sectors. This includes innovations in customer engagement, retail operations, and strategic positioning.
By the end of the module, you will be equipped to critique and create brand strategies that are responsive to international opportunities and challenges.
Fees and funding
We set our fees on an annual basis and the 2026/27
entry fees have not yet been set.
Additional fees and funding information accordion
There may be extra costs related to your course for items such as books, stationery, printing, photocopying, binding and general subsistence on trips and visits. Following graduation, you may need to pay a subscription to a professional body for some chosen careers.
Specific additional costs for studying at Lancaster are listed below.
College fees
Lancaster is proud to be one of only a handful of UK universities to have a collegiate system. Every student belongs to a college, and all students pay a small College Membership Fee which supports the running of college events and activities. Students on some distance-learning courses are not liable to pay a college fee.
For students starting in 2025, the fee is £40 for undergraduates and research students and £15 for students on one-year courses.
Computer equipment and internet access
To support your studies, you will also require access to a computer, along with reliable internet access. You will be able to access a range of software and services from a Windows, Mac, Chromebook or Linux device. For certain degree programmes, you may need a specific device, or we may provide you with a laptop and appropriate software - details of which will be available on relevant programme pages. A dedicated IT support helpdesk is available in the event of any problems.
The University provides limited financial support to assist students who do not have the required IT equipment or broadband support in place.
Application fees for 2025
For most taught postgraduate programmes starting in 2025 you must pay a non-refundable application fee of £40. We cannot consider applications until this fee has been paid, as advised on our online secure payment system. There is no application fee for postgraduate research applications.
Application fees for 2026
There is no application fee if you are applying for postgraduate study starting in 2026.
Paying a deposit
For some of our courses you will need to pay a deposit to accept your offer and secure your place. We will let you know in your offer letter if a deposit is required and you will be given a deadline date when this is due to be paid.
The fee that you pay will depend on whether you are considered to be a home or international student. Read more about how we assign your fee status.
If you are studying on a programme of more than one year’s duration, tuition fees are reviewed annually and are not fixed for the duration of your studies. Read more about fees in subsequent years.
Details of our scholarships and bursaries for 2026-entry study are not yet available, but you can use our opportunities for 2025-entry applicants as guidance.
"I completed a very interesting module which involved a competitive marketing simulation. We were divided into teams to oversee a portfolio of products. I felt like I was working as a marketer in a company."
Marketing is everywhere, and in our Making Marketing Matter podcast, we introduce you to the world of marketing – everything from digital to advertising, sustainability to accessibility – that you can encounter as a student at Lancaster University.
The information on this site relates primarily to the stated entry year and every effort has been taken to ensure the information is correct at the time of publication.
The University will use all reasonable effort to deliver the courses as described, but the University reserves the right to make changes to advertised courses. In exceptional circumstances that are beyond the University’s reasonable control (Force Majeure Events), we may need to amend the programmes and provision advertised. In this event, the University will take reasonable steps to minimise the disruption to your studies. If a course is withdrawn or if there are any fundamental changes to your course, we will give you reasonable notice and you will be entitled to request that you are considered for an alternative course or withdraw your application. You are advised to revisit our website for up-to-date course information before you submit your application.
More information on limits to the University’s liability can be found in our legal information.
Our Students’ Charter
We believe in the importance of a strong and productive partnership between our students and staff. In order to ensure your time at Lancaster is a positive experience we have worked with the Students’ Union to articulate this relationship and the standards to which the University and its students aspire. Find out more about our Charter and student policies.
