Marketing Management MA/MSc

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UKPASS code: 016882 | Institution code: W50 | Attendance mode: Full-time
Start: 16 January 2017
Duration: 1 year
Location: Central London
Campus: Marylebone

All prices quoted are for the current academic year only. Alumni discount.

Home/EU: £15,500.00
Overseas: £16,500.00

This Master's degree offer a strategic perspective on marketing management, a discipline that is increasingly being seen as critical to success in achieving business goals, and as a core function in many organisations. Depending on your choice of modules, your final award could be either Master of Arts (MA) or Master of Science (MSc).

Students on this course are eligible for an Affiliate Professional Membership of Chartered Institute of Marketing (CIM) and access to a range of professional events.

Course content

You will develop a strategic perspective and broaden your existing understanding of marketing and its integration into an overall corporate strategy and structure. You will hone your capacity for analysing complex marketing and business situations and reaching decisions on appropriate courses of action. You will also improve your career prospects in marketing and general business areas.

A highlight for many students is the residential weekend organised as part of this course – a weekend away combining presentations and workshops with great opportunities to network and get to know your fellow students.

Students on this course benefit from free access to part of the material on the course reading list.

Modules

The following modules are indicative of what you will study on this course. For more details on course structure and modules, and how you will be taught and assessed, see the full course document.

Core modules – MA

Distribution and Price Management

This module covers the management of two essential elements of the marketing mix. You will consider the design of distribution channels with particular emphasis on identification of alternatives available to marketers. The strategic aspects of price to the end consumer are also examined in the context of pricing through the distribution chain.

Recognising that global distribution channels are a major contributor to environmental degradation the module examines the sustainability and ethical issues involved in distribution and the impact of these issues on product pricing.

Integrated Marketing Communications in a Digital and Global World

Modern marketing communications are characterised by increased use of digital technology, increased globalisation, increased media fragmentation and proliferation, all leading to an increased need for integration. These themes will permeate the module. Teaching will be interactive and will consist of one lecture and one seminar each week, and you will be expected to contribute to class discussion.

Marketing Creativity and Innovation

This module will focus on creativity and innovation in marketing and its impact on increasing the competitive edge of organisations (across all sectors). You will also explore the complexity of the creative process and innovation at the individual, group and organisational levels as well as assess the competencies of a 'creative' / 'innovative' manager.

Marketing Dissertation

The dissertation displays your mastery of a complex and specialised area of knowledge and skills, employing advanced knowledge drawn from the taught modules and independent research, in developing your ability to analyse and investigate marketing issues and problems.

Marketing Research Insights

Companies today use sophisticated approaches to understand the markets in which they operate, and to understand their customers and their consumers. This knowledge forms the basis of marketing strategies.

This module develops competency in the main qualitative and quantitative methods for data collection, measurement, sampling, analysis and presentation of results.

Product and Brand Management

This module deals with the management of an organisation's core product offering, and examines the key concepts and tools for managing brands as strategic assets in achieving business and marketing goals.

Strategic Marketing in an International Context

The contemporary, boundary-free marketplace is characterised by uncertainty and unpredictability, due to both technological advancements and rapid changes in the competition structure.

This module aims to provide students with a deep understanding of the discipline of strategic marketing management in the international context, while an appreciation of the varied strategic tools will guide you on how to integrate these elements to form a coherent marketing strategy.

Using Consumer Psychology to Understand Buyer Behaviour

The buyer behaviour module aims to give the student a critical understanding of factors influencing consumer behaviour, which can be used in the development of more effective marketing strategies.

 

Core modules – MSc

Distribution and Price Management

This module covers the management of two essential elements of the marketing mix. You will consider the design of distribution channels with particular emphasis on identification of alternatives available to marketers. The strategic aspects of price to the end consumer are also examined in the context of pricing through the distribution chain. Recognising that global distribution channels are a major contributor to environmental degradation, the module examines the sustainability and ethical issues involved in distribution and the impact of these issues on product pricing.

Integrated Marketing Communications in a Digital and Global World

Modern marketing communications are characterised by increased use of digital technology, increased globalisation, increased media fragmentation and proliferation, all leading to an increased need for integration. These themes will permeate the module. Teaching will be interactive and will consist of one lecture and one seminar each week, and you will be expected to contribute to class discussion.

Marketing Dissertation

The Dissertation displays mastery of a complex and specialised area of knowledge and skills, employing advanced knowledge drawn from the taught modules and independent research, in developing your ability to analyse and investigate marketing issues and problems.

Marketing Research Insights

Companies today use sophisticated approaches to understand the markets in which they operate, and to understand their customers and their consumers. This knowledge forms the basis of marketing strategies. This module develops your competency in the main qualitative and quantitative methods for data collection, measurement, sampling, analysis and presentation of results.

Product and Brand Management

This module deals with the management of an organisation's core product offering, and examines the key concepts and tools for managing brands as strategic assets in achieving business and marketing goals.

Quantitative Analysis for Marketing Management

A significant and growing field in the marketing profession is the use of analytics to inform managerial decision making. Although 'analytics' seems to be a catchphrase that encompasses anything having to do with numbers, marketing analytics comprises the processes that enable marketers to evaluate the success of their marketing initiatives by measuring their performance. Therefore, marketing analytics can offer profound insights into customer preferences and trends. 

Strategic Marketing in an International Context

The contemporary, boundary-free marketplace is characterised by uncertainty and unpredictability, due to both technological advancements and rapid changes in the competition structure.

This module aims to provide you with a deep understanding of the discipline of strategic marketing management in the international context, while an appreciation of the varied strategic tools will guide you on how to integrate these elements to form a coherent marketing strategy.

Using Consumer Psychology to Understand Buyer Behaviour

The buyer behaviour module aims to give the student a critical understanding of factors influencing consumer behaviour, which can be used in the development of more effective marketing strategies.

Fast-track marketing management MA/MSc

A fast-track route to the Marketing Management MA qualification is available for holders of the CIM 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: Quantitative Analysis for Marketing and Management Marketing Dissertation

The fees will be proportional to the number of credits studied. Dissertation (40 credits) Quantitative Analysis for Marketing Management (20 credits)

Accredited internship

All students on our full-time business Masters courses can apply to undertake the PG/MBA Internship Programme Reflective Practitioner Module. This is an 8 week unpaid accredited internship, which can be taken in addition to option modules and will help students to gain invaluable work experience. The internships, which are with London-based organisations, take place during the summer period. To apply, students must submit a completed application form and a copy of their updated CV to the Business Experience Team; the team then shortlist from the applications and conduct group meetings with the applicants.

Ultimately it is up to our internship employers to decide whether they would like to interview the candidate(s) and offer him/her an internship. We have received very positive feedback from both postgraduate students and employers and expect that the internship programme will continue to remain popular amongst our students.

Course team

  • Dr Donna Mai, Principal Lecturer in Marketing, Course Leader for MA/MSc Marketing Management 

Additional costs information

To check what your tuition fees cover and what you may need to pay for separately, see our What tuition fees cover page.

 

As a Marketing Management postgraduate, you can look forward to excellent career prospects in both UK and international specialist agencies and within in-house marketing departments.

With the MA/MSc Marketing Management, you will be particularly well-placed to pursue marketing opportunities with organisations who want marketing specialists with business analytical skills. And with the MSc, you'll also be well-placed to pursue opportunities with organisations involved in technical or financial products.

 

During your study, you will be offered one-year Chartered Institute of Marketing (CIM) Affiliate Professional Membership and opportunities of attending the CIM professional development and networking events which are accredited towards your CPD.

Internships

All Full-time Postgraduate (MA, MSC and MBA) WBS students have the opportunity to undertake a 2 month part-time unpaid internship in local organisations, so as to further enhance their academic experience. Our internships take place during the Summer and are in various fields including Marketing, Project Management, Retail, Marketing Communications, Finance, HR and the charity sector.

In order to apply, students must complete an application form (along with a copy of their updated CV) and submit this to the Business Experience Team (BET). Subsequently we then shortlist from the applications received and conduct group meetings with the students, which provides them with an opportunity to understand more about the internship programme and for the BET to better understand their internship aspirations. Ultimately it is up to our internship employers to decide whether they would like to interview the candidate(s) and offer him/her an internship.

We have received very positive feedback from both our Postgraduate students and employers and expect that the Internship Programme will continue to remain popular amongst our students.

Mentoring Programme

The Business Experience Team also offers full-time overseas postgraduate (MA, MSc, MBA) students the opportunity to take part in our WBS Mentoring Programme. We will match students with a senior professional (mentor) from their field of expertise to give them an exact insight into British working practices and policies. Experienced professionals in any business field share their career experiences and knowledge with students who may wish to venture down a similar path in the near future. Our mentors come from a wide range of backgrounds, including Marketing, General Management, Finance and Entrepreneurship. In addition, our mentors typically offer 3 hours of their time over a 3 month period to the mentee (student). In addition, to one-to-one meetings, students are encouraged to keep in touch with their mentor over email and telephone.

Employability

At Westminster, we have always believed that your University experience should be designed to enhance your professional life. Today’s organisations need graduates with both good degrees and employability skills, and we are committed to enhancing your graduate employability by ensuring that career development skills are embedded in all courses.

Opportunities for part-time work, placements and work-related learning activities are widely available, and can provide you with extra cash and help you to demonstrate that you have the skills employers are looking for. In London there is a plentiful supply of part-time work – most students at the University of Westminster work part time (or full time during vacations) to help support their studies.

We continue to widen and strengthen our links with employers, involving them in curriculum design and encouraging their participation in other aspects of career education and guidance. Staff take into account the latest data on labour market trends and employers’ requirements to continually improve the service delivered to students.

For more details, visit the employability section on our site.

Career Development Centre

Our Career Development Centre can help and support you throughout your study and after graduation.

We can help you to:

  • find part-time/vacation, placement and graduate jobs, including voluntary experience
  • explore how to develop the skills that employers are looking for
  • plan your career development
  • identify your career options
  • market yourself effectively in CVs, application forms and at interviews
  • develop your enterprise skills

We also organise a range of presentations and networking events with employers, professional bodies, alumni and other organisations throughout the year to help you with career planning.

Find out more about the Career Development Centre.

Work Placements

Our Work Placement Teams are based in your Faculty Registry Office and can help you find a suitable placement, as well as support you in making applications, writing CVs and improving your interview technique.

More details on work placements can be found on our Work placements page.

Career options in your subject area

Our team of careers consultants work closely with Faculty departments to deliver tailored employability support, including subject-specific workshops, employer events and careers information, advice and guidance.

You can also browse the career options available to you after you graduate on the Career Development Centre's Finding work in your subject area pages and on the Prospects website.

Study in the city

If you study at the University of Westminster, everything that London has to offer is on your doorstep.

Our central London campuses are ideally located for the city's fantastic learning institutions including libraries, archives and museums, as well as opportunities for shopping, eating out, enjoying London's nightlife or just simply relaxing.

Accommodation

After choosing your course, one of your biggest decisions will be where to live, and we aim to make that choice as easy as possible. Whether you want to apply for our Halls of Residence or live in private housing, we can help you to find the right accommodation.

Fees, funding, bursaries and scholarships

In recent years the University of Westminster's scholarship scheme has been the largest university scholarships scheme in the UK, and our Scholarships Department won the Times Higher Education inaugural Award for Outstanding Support for Overseas Students.

Personal tutoring

All students on courses of a year or more and who are registered for more than three modules will be allocated a personal tutor.

Your personal tutor will be there to support you from induction onwards, helping you to integrate into the University, academically and socially, at an early stage. They will be able to give you advice and support on academic and personal matters affecting your study, as well as developmental advice through regular individual and group tutorials.

Language support

Polylang is a University-wide programme through which you can study a language as a free choice module.

Personal advice and counselling

While most students overcome any problems with help from friends, family or a personal tutor, the University's free counselling and advice services are there if you need them.

International Westminster

With one of the UK's largest international student populations, the University of Westminster has plenty of experience in giving you the help and support you need to make the most of your time with us.

Study Abroad and Summer School programmes

Westminster's Study Abroad programme has been running for more than 15 years, and is one of the largest in the UK – each year we welcome hundreds of visiting students from universities all over the world.

If you are already studying outside the UK, the programme offers you the opportunity to study with us for one or two semesters, or for a period in the summer.

Sport and recreation

The University has extensive sport and recreation facilities, with a sports hall and gym at Harrow, a state-of-the-art gym at Regent Campus, and the University sports ground by the River Thames at Chiswick.

Students' Union

University of Westminster Students' Union (UWSU) aims to make sure you have the best university experience possible by providing a range of activities and support, from sports clubs to society groups, educational advice and social events.

Upcoming postgraduate information evenings

DateTitleLocation
07 September 2016Postgraduate Information EveningCavendish, Harrow, Little Titchfield Street, Marylebone, Regent Street
View subject-specific information evenings

Westminster Business School

Westminster Business School is one of London's leading centres for business education.

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Postgraduate student funding

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Find out about new student loans of up to £10,000 for postgraduate master’s study.

Meet your future course leader

Dr Donna Mai

Donna Mai
Marketing Management MA/MSc

Read Donna Mai's Meet the Course Leaders blog

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Postgraduate and MBA internships

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In a bid to provide invaluable work experience to our full-time postgraduate business students we are giving you the opportunity to apply to undertake an 8-week unpaid accredited internship with a London organisation.

What our alumni say

"It was all about amazing and unforgettable experiences I had in London and the University of Westminster…" Chi Vu