This Marketing MA is aimed at students who have a keen interest in developing an intellectual understanding of the theories underpinning marketing concepts and processes. You will build a sound knowledge and understanding of the contemporary issues relating to marketing, consumers and culture. It is a distinct, research-led course based on contemporary theory and case material which is challenging and innovative. It draws upon the highest level of theory and practice in this field and builds on the extensive research and teaching expertise of our academics.
On graduating you will have an in-depth and critical understanding of a world increasingly defined by a culture of consumerism and the role played by marketing activities in building strong customer relationships and business opportunities. You will cover specialist marketing subjects, especially written for this Master’s programme and chosen for their relevance to contemporary marketing practice and research and present forms of analysis and understanding at the very cutting edge. Your studies will cover issues such as the critical and practical understandings of marketing, consumers and branding and explore the new marketing and consumer environment which challenge and build upon traditional marketing concepts.
As a member of the School of Management you will join an intellectually stimulating, friendly and supportive research environment and, through working closely with our expert and experienced academic staff, you will be in a position to realise your full potential.
- Distinctive from traditional marketing programmes by focusing on consumer culture from critical and intellectual perspectives.
- Flexibility to tailor your studies to suit your specific areas of interest, such as: arts marketing, sports marketing, digital media marketing and marketing ethics.
- Latest thinking and exciting intellectual challenges provided by academics who are at the frontiers of their subjects.
- International profile created from regularly hosting visits by leading international marketing academics who present their research to faculty and students.
- Innovative and rising Management School, moving up the rankings 11 places in just one year (Guardian University Guide in 2015) and Marketing ranked 4th (Complete University Guide 2017).
Marketing - A Critical Introduction
In this module you will develop an advanced understanding of marketing management principles. You will look at marketing not just as practical field, but also as an intellectual tradition strongly associated with values of neo-liberalism and managerial ideology. You will explore the practical utility, ethical status and intellectual standing of traditional marketing concepts and principles. You will also consider marketing topics in the media through blogs, the trade press, newspapers and other popular sources, in order to appreciate marketing topics within their cultural context.
Consumers and Brands
In this module you will develop an understanding of how consumers consume brands. You will look at current ideas within marketing and consumption scholarship and practice, considering the centrality of brands to commercial practice and everyday living. With a focus on critical engagement, you will learn about branding and consumption theory, incorporating current thinking on the strategic management of brands, consumer behaviour and its role within general marketing practice, recent theoretical formulations concerning brand culture and consumer culture, and how personal experiences, relationships and identities are partly organised and mediated by the consumption of brands and their immanence in a constantly evolving symbolic order.
Dissertation Preparation and Research Methods
This module will help you to prepare for your dissertation with useful theoretical and practical lessons in research methods. You will develop your analytical and technical research skills, reflecting critically upon the theoretical and philosophical assumptions of the underlying research methodologies. You will develop an undertanding of the ethical considerations when conducting research, and will learn how to write a structured research proposal that will form the basis of your dissertation.
The dissertation provides you with an opportunity to learn and practise researching and writing skills for your future career. You will apply the analytical and problem-solving techniques you have acquired throughout your studies to explore a specialist interest in greater depth. You will critically evaluate academic literature, collect data systematically, organise your findings, and present your research results in a clear and logical and manner. To help, your research proposal will be read by the programme director, who will select an appropriate member of staff to act as your dissertation supervisor. Your final submission will be between 12,000 and 15,000 words in length.
UK Upper Second Class (2:1) (Honours) or equivalent.
Relevant professional qualifications related to the field of marketing and work experience in an associated area will be considered.
The MA Marketing course is appropriate both for those who have prior study experience in the Marketing area and for those who have studied alternative disciplines at undergraduate level.
A successful applicant will usually have the following qualities:
- students should be self-motivated, keen readers, open to considering marketing in terms of abstract theory
- willing to participate in class discussion and happy to work on team projects.
English language requirements:
IELTS 6.5 overall with 6.5 in writing and a minimum of 6.0 in all other subscores.
If you require Royal Holloway to sponsor your study in the UK, your IELTS must be a UK government-approved Secure English Language Test (SELT).
Your future career
On graduating with a MA in marketing you will have a theoretical and empirical knowledge of marketing and employed a variety of academically based marketing techniques and practices as well as a critical awareness of current issues at the forefront of marketing in society. Our graduates are highly employable with the potential to move into variety of different marketing-related roles.
- Graduates in recent years have been appointed into roles including Marketing Consultant at Viewpress TV, Sales Officer at Standard Chartered, Category Analyst at Kantar World Panel UK, Research Assistant at Maritz Research Europe and Private Banker at ICICI Bank.
“My degree from Royal Holloway helped me get this role at Microsoft, thanks to the valuable insights into the digital Marketing world I gained, it also taught me how to team work in an international environment. An experience I can only highly recommend to prospective Marketing students.” Vera Hoelscher. Sales Solutsion Specialst at Microsoft (MA Marketing, 2010)
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Last updated October 23, 2017