Experience the value of a globally recognised university education.
Gain valuable expertise with or without a background in marketing.
Join the longest-established marketing department in the UK.
This online programme offers a choice of three start dates each year: September, January and May. The next available start date is January 2026.
Change your career with a master’s degree in marketing
Marketing is an exciting and dynamic discipline that is present in almost every part of our lives. Nearly every company in the contemporary working world has a marketing department, a testament to how highly valued marketing skills are. Our work can effect profound changes in our society, impacting everything from the economy to the environment.
Our MSc Marketing (Online) programme is ideal for students from all professional backgrounds. It acts as a gateway to a thriving marketing career, whether you have experience studying or working in marketing or not. By equipping you with a holistic foundation, the programme can validate your existing marketing skills or help you transition into a marketing role.
The online learning experience
We believe in supporting the whole you –academically, socially and your wellbeing – while you are a part of the Lancaster community. In the online MSc Marketing programme, you’ll find a flexible, high-quality education designed for people who are seeking to balance their personal and professional obligations while upskilling.
Engage in live online classes and connect with your peers once a week.
Connect with a student success adviser who will serve as your dedicated partner throughout the programme.
Leverage comprehensive career resources that help you explore career options, find relevant positions and work towards a fulfilling career.
Access support from Lancaster University Students’ Union (LUSU) and get the most out of your time at university by getting advice on the subjects that matter to you.
Learn from leading academics in the field who bring their insights, learnings and a wealth of real-world experience directly to the online classroom.
As a conversion programme, the MSc Marketing (Online) is a gateway to a flourishing marketing career for students from all subject disciplines. Whether you have some experience studying or working in marketing or none at all, the programme will equip you with the in-demand skills and industry connections you need to multiply and diversify your marketing career opportunities.
Entry requirements
Academic requirements
2:2 Hons degree (UK or equivalent) in any subject discipline including business and management related subjects. Undergraduate marks should be consistently at 2:2 level as well, with all marks at 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.
Marketing (Online) MSc consists of 180 credits divided into five modules and a final applied marketing research project. All modules are worth 30 credits, including the research project. During the full programme, you’ll study the following modules:
Core
core modules accordion
This module will equip you with the skills to navigate the digital landscape. It covers key digital marketing channels, including:
SEO
SEM
social media
email
influencer marketing
content strategy.
You will be introduced to AI-based optimisation techniques, such as programmatic advertising, real-time bidding and personalisation engines to enhance campaign effectiveness.
Ethical and inclusive digital practices are emphasised, focusing on accessible content (in line with WCAG), data privacy and non-discriminatory targeting. The module also addresses performance measurement, with a focus on key metrics, dashboards and AI-based insights to evaluate and improve digital marketing efforts.
This section of the programme offers you the opportunity to undertake an independent research or consultancy-based project that addresses a real or simulated organisational challenge. AI integration is encouraged where relevant, particularly for data collection or analysis. Inclusivity and sustainability are key components, and you will be expected to embed ethical considerations and diverse stakeholder perspectives into your final recommendations.
This module offers a comprehensive overview of key marketing and communications concepts, beginning with foundational marketing principles such as STP (segmentation, targeting and positioning) and the marketing mix.
It delves into the essentials of branding, exploring brand identity and brand equity through various frameworks, and the growing importance of inclusive and ethical branding practices. The module also covers integrated marketing communications, emphasising the effective use of both traditional and digital channels, public relations and sponsorships.
You will develop academic skills including critical reading, writing, referencing and reflective practice. Finally, the module introduces the role of AI in communications, focusing on automated email marketing, chatbot basics and the ethical considerations of AI-driven communication strategies.
This module covers a wide range of market research methods, including both quantitative and qualitative approaches. It introduces data literacy skills such as basic statistics, data cleaning, handling outliers, and the ethical and GDPR considerations crucial to research.
You will also explore AI-powered research techniques, such as sentiment analysis, text mining and social listening, which enhance traditional methods. Finally, the module highlights the importance of inclusivity in research sampling, emphasising strategies for minimising bias and ensuring diverse representation.
By covering a comprehensive range of marketing research methods, this module equips you with the knowledge you will need to succeed in the final research project.
This module explores the decision-making processes in both B2C and B2B contexts, examining the psychological, cultural and organisational factors that influence consumer choices.
You will learn about AI personalisation techniques, such as recommendation engines and lead scoring, which optimise customer engagement. The module also addresses ethical and inclusive targeting, with strategies for avoiding stereotypical marketing and ensuring representation of diverse consumer segments.
This module provides a thorough exploration of strategic marketing processes, including:
environmental scanning
competitor analysis
KPI setting
ROI measurement.
It covers brand strategy in depth, focusing on:
brand architecture
portfolio management
brand extension
the management of corporate brand reputation.
Ethical considerations and sustainability are integral, with a focus on incorporating inclusive stakeholder perspectives and corporate social responsibility into strategic planning. You will also explore the use of AI in strategic decision-making, particularly in predictive analytics, scenario planning and resource allocation.
Fees and funding
We set our fees on an annual basis and the 2026/27
entry fees have not yet been set.
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.
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.
