Marketing Management MA/MSc
University of Westminster
Key Information
Select location
Campus location
London, United Kingdom
Languages
English
Study format
On-Campus
Duration
1 year
Pace
Full time, Part time
Tuition fees
GBP 19,000 / per year **
Application deadline
Request info *
Earliest start date
Sep 2024
* we urge applicants to apply as soon possible and recommend applicants to apply at least three months before the course starts
** international | UK: £16,500
Introduction
In today’s fast-paced global business environment, strategic marketing influences every aspect of business, informing decisions about how to create and maintain consumer demand, increase profit, build reputation and stay ahead of the competition. Incorporating the latest digital and analytic marketing practices, our Master’s reflects the ever-changing nature of this exciting profession.
Internationalisation and digitisation have fundamentally shifted marketing contexts: types of businesses, products and services, channels and communication media, and consumer behaviour are changing rapidly. Businesses of all shapes and sizes – large or small, global or local, innovative or traditional, public or private – now compete for the same market. Marketing professionals can steer a company toward success through innovative product development, savvy pricing strategies, creative communications and timely market insight.
The aim of both the MA and MSc is to improve your managerial effectiveness in the increasingly digitised, automated and globalised field of marketing. It will deepen your understanding of the relationship between marketing and the wider organisation, as well as the organisation and its customers, enabling you to adopt a holistic forward-looking approach to marketing to achieve long-term sustainable competitive advantage.
Suitable for existing marketers keen to adopt a strategic approach to marketing management or those from a non-marketing background, our balanced portfolio has been designed to deliver the breadth and depth of knowledge required to excel in marketing strategy, market research, digital and global marketing, product and brand management.
Both courses provide a comprehensive curriculum. The MA places more emphasis on developing the creative skills needed for innovative decision-making, while the MSc stresses the marketing metrics, analytics and data handling skills which underpin evidence-based problem-solving. On the MA and MSc, you’ll work to apply your marketing theories, conduct marketing analyses and plan on real-life projects. The Marketing Planning Study Trip, for example, offers a great opportunity for personal and professional development. Developing a marketing plan for a real client, you’ll gain sought-after soft skills, such as creativity, critical thinking, personal agility, adaptability and resilience. In 2019, students worked on a live case study provided by Cole Haan, the global men's and women's footwear and accessories brand, to achieve a seven-fold increase in UK turnover in three years.
On graduation, you’ll be prepared for marketing consultancy or marketing management in a wide range of industries and international markets, typically in roles such as product development, brand management, digital marketing, marketing communications, marketing research, customer service management, e-marketing or sales.
The course is accredited by the Chartered Institute of Marketing (CIM) with Graduate Gateway programme status. It was designed with input from a range of industry professionals working in brand and marketing consultancy, digital technology, and creative and social media.
Marketing Management MA
Special emphasis in the MA is laid on enhancing participants’ analytical and creative skills that are crucial for sound innovative decision-making, imaginative problem solving and developing and implementing marketing strategies in a fast-changing, global business environment.
Marketing Management MSc
Special emphasis in the MSc is laid on enhancing participants’ analytical and data-handling skills that are crucial for sound decision-making and evidence-based problem solving for developing and implementing marketing strategies in a fast-changing, resource-constrained global business environment.
Part-Time Day (2 years) Marketing Management MA/MSc
A two-year part-time mode is available to those who are working full-time and able to take two half days of study leave during the term time to pursue a Master's degree. This mode of study is also ideal for those who have limited time and other priorities in their lives but wish to gain a Master’s degree in marketing.
Students will be first enrolled on MA and transferrable to MSc.
Fast-track Marketing Management MA/MSc
A fast-track route to the Marketing Management MA qualification is available for holders of the CIM Level 7 Postgraduate Diploma in Marketing (or equivalent). Holders of this qualification will be exempt from all but two modules:
- For MA: Marketing Creativity and Innovation, Marketing Dissertation
- For MSc: Managerial Data Analytics for Marketing, Marketing Dissertation
The fees will be proportional to the number of credits studied. Dissertation (40 credits) Managerial Data Analytics for Marketing (20 credits)
Top reasons to study with us
- Strong links with the Chartered Institute of Marketing (CIM) and the option to join CIM/University of Westminster Marketing Club, providing networking and professional development opportunities.
- Regular professional events and guest speakers, which have previously included CIM events and collaboration with the CIM Levitt Group annual lectures and seminar series.
- Past field trips have included company visits to the Mini Plant, the Morgan Car Factory, Sky, and The Museum of Brands.
- Become business-ready through practical experiences, including a case study away day acting as a marketing consultant, preparing and presenting a marketing plan.
- Career development workshops and masterclasses to enhance your global perspective and employability.
- Taught by staff with expertise in marketing, strategic marketing management, digital marketing, brand strategy and brand management, product development, price and distribution management, marketing research, consumer psychology and insight, marketing communications, social media, quantitative analysis and analytics, marketing creativity and innovation.
Why study this course?
- Outstanding facilities
Develop your creativity and design multi-platform campaigns in our specialist Digital Marketing Lab, Switch 23. - Combine theory and practice
Link theory to global practice through real-life case studies, problem-solving and live business projects. - Work on real-life projects
Work with a client to develop a marketing strategy focused on real corporate objectives on the Residential Marketing Planning Weekend.
Professional Accreditation
The Marketing Management MA and MSc are accredited by the Chartered Institute of Marketing (CIM) with a Graduate Gateway programme status.
Career Opportunities
As a graduate, you'll be ready to work as a marketing manager, marketing consultant, product, brand, customer relations or PR manager, or a marketing communications manager for private companies and/or non-profits, social enterprises and government organisations around the world.
Taught in the heart of London, close to many of the city’s national, international and global employers, our emphasis on skills, capabilities and attributes – with multiple opportunities throughout the course to apply these capabilities to real business problems – will provide direct work experience to enhance your CV and narrative when applying for new positions. These applied projects will not only expand your professional networks but directly enhance your prospects for early employability after graduation.
With a growing global network of 3,000 employers, our Careers and Employability Service is here to support you in achieving your full potential.
- Build your network
Build connections with peers and future business leaders. - Kickstart your career
Learn how to use social media in your job hunt or LinkedIn to kickstart your career. - Develop your CQ
Develop your cultural intelligence – or ‘CQ’ – by studying alongside students and staff representing more than 100 nationalities.
Industry links
Staff who currently teach on this course have extensive professional experience, among them:
- a senior management consultant for McKinsey and Company
- a manager in Savoy Hotel Group
- export manager for Labaronne-CITAF
- deputy general manager of QSR Franchise Development Group
- an equity and structured finance analyst for Bergstrom Capital
Job roles
Graduates of this course may go on to such roles as:
- Account executive
- Brand manager
- Buying assistant
- Campaign manager
- Campaign optimisation executive
- Client consulting manager
- Customer experience strategist
- Digital marketing executive
- Founder and CEO
- Marketing coordinator/manager
- Project manager
- Sales and marketing manager
- Social media manager
Graduate employers
Graduates from this course have found employment at organisations including:
- Cerveceria y Malteria Quilmes, Argentina
- Dentsu Aegis Network, Germany
- Fenwick, London
- Global Travel Retail, London
- GotU.io, London
- IPG MEDIABRANDS, India
- KOMZ Consulting Ltd
- MHP, Germany
- MSD, UAE
- SAS
- The Goat Agency, London
- Unilever, London
- VIMA SA, Greece
Westminster Employability Award
Employers value graduates who have invested in their personal and professional development – and our Westminster Employability Award gives you the chance to formally document and demonstrate these activities and achievements.
The award is flexible and can be completed in your own time, comprising a set of core and optional extracurricular activities.
Activities might include gaining experience through a part-time job or placement, signing up for a University-run scheme – such as mentoring or teaching in a school – or completing online exercises.
Admissions
Curriculum
In this course, you'll learn the theories and applications of marketing management, analysis and planning, developing your ability to critically evaluate contemporary marketing practice in a modern business and marketing environment. Acknowledging the rise of digital and online marketing, these content themes can be found throughout and include digital behaviour/consumption, social media, apps, digital social influence, online analytics and e-targeting, for example. All students will be initially enrolled on the Marketing Management MA to give you time to appreciate the different emphasis of each degree and reflect on their own ability, strengths and future career development. You will make your decision during the first semester of your study.
The modules below are indicative of what you will study in this course.
Semester 1
We’ll advance your knowledge of marketing theory and practice, together with core subjects such as consumer psychology, marketing research insights, product and brand management, and distribution and price management.
As the ultimate goal of all marketing activity is to identify, anticipate and satisfy consumer requirements, we’ll start by looking closely at the consumer. You’ll gain an understanding of the psychology that underpins modern consumers’ attitudes, perceptions, decision-making processes and behaviour in today’s complex environment, enriched as it is by advanced technology, digital and social media, and environmental, ethical and sustainability considerations.
We move on to strategic decision-making and the importance of meaningful marketing analysis. You’ll develop competency in mining big data and applying the main qualitative and quantitative methods for data collection, measurement, sampling, analysis and presentation of results. You’ll also examine the key concepts for managing products and brands as strategic assets in offline and digital environments and how to create value for customers and the organisation. We’ll explore marketing options to consider when developing strategy, including the logistics, motivations and behaviour of participants in relation to various marketing channels, pricing issues and promotion.
Semester 2
We’ll cover multi-platform marketing communications with a strong focus on digital marketing. We look at the variety of digital and non-digital communications channels that now constitute the marketing communications mix – digital and interactive media (such as SEO, PPC, digital display and email marketing), social media marketing, mobile marketing, promotional tools, sales promotion, PR/e-PR/influencer marketing, direct marketing, advertising, sponsorship and alternative marketing (buzz/guerrilla marketing, outdoor, interactive campaigns).
Those studying the MA will explore how creativity and innovation can add value when planning marketing campaigns, while MSc students will experience a variety of industry-standard mathematical and statistical data-analytic tools which can be used to guide marketing decision-making. We cover a wide range of qualitative and quantitative techniques, including descriptive statistics, hypothesis testing and regression analysis.
The Marketing Dissertation is an ideal opportunity to demonstrate your resourcefulness and ability to ‘think on your feet’. The final module brings together all aspects of the process of marketing strategy formulation: situational analysis, the generation and selection of appropriate alternative marketing objectives, and the development of segmentation, targeting, positioning and marketing mix strategies. You’ll investigate a problem/issue in the context of the international, technological, social and ethical environment in which today’s and tomorrow’s businesses must operate.
You'll be undertaking a substantial piece of academic research with the choice of your own topic. This will be the best opportunity for you to specialise in a marketing subject in which you have a special interest or career opportunity. The dissertation module is a year-long module running through the first semester and the second semester of your study.
Core modules – MA
- Consumer Psychology for Marketing
- Marketing Research Insights
- Product and Brand Management
- Distribution and Price Management
- Multi-Platform Marketing Communications
- Strategic Marketing Management in an International Context
- Marketing Creativity and Innovation
- Marketing Dissertation
Core modules – MSc
- Consumer Psychology for Marketing
- Marketing Research Insights
- Product and Brand Management
- Distribution and Price Management
- Multi-Platform Marketing Communications
- Strategic Marketing Management in an International Context
- Managerial Data Analytics for Marketing
- Marketing Dissertation
Gallery
Program Tuition Fee
Scholarships and Funding
The University is dedicated to supporting ambitious and outstanding students and we offer a variety of scholarships to eligible undergraduate students, which cover all or part of your tuition fees.
Program Leaders
English Language Requirements
Certify your English proficiency with the Duolingo English Test! The DET is a convenient, fast, and affordable online English test accepted by over 4,000 universities (like this one) around the world.