Marketing Management MA/MSc

Program Overview

The Marketing Management MA/MSc program at the University of Westminster empowers students with the knowledge and skills to excel in the dynamic field of marketing. The program emphasizes a holistic approach, enabling participants to understand the intersection of marketing and organization, as well as the organization and its customers. It offers both a theoretical foundation and practical experiences, preparing graduates for successful careers in marketing consultancy or management across diverse industries.

Program Outline

Degree Overview:

The Marketing Management MA/MSc program at the University of Westminster is designed to equip students with the knowledge and skills necessary to excel in the dynamic and ever-evolving field of marketing. The program aims to enhance managerial effectiveness in the increasingly digital, automated, and globalized marketing landscape. It deepens students' understanding of the relationship between marketing and the wider organization, as well as the organization and its customers, enabling them to adopt a holistic and forward-looking approach to marketing. The program is suitable for both existing marketers seeking to adopt a strategic approach to marketing management and individuals from non-marketing backgrounds who wish to gain a comprehensive understanding of the field. The curriculum is designed to deliver the breadth and depth of knowledge required to excel in marketing strategy, market research, digital and global marketing, and product and brand management. The MA and MSc programs share a comprehensive curriculum, with the MA placing more emphasis on developing creative skills for innovative decision-making, while the MSc stresses marketing metrics, analytics, and data handling skills for evidence-based problem-solving. Both programs offer practical experiences, including a Marketing Planning Study Trip, where students develop marketing plans for real clients, gaining sought-after soft skills such as creativity, critical thinking, personal agility, adaptability, and resilience.

Outline:

The program's curriculum is structured to provide a comprehensive understanding of marketing theory and practice, covering core subjects such as consumer psychology, marketing research insights, product and brand management, and distribution and price management.

Core Modules:

• Consumer Psychology for Marketing: This module explores the psychology that underpins modern consumers' attitudes, perceptions, decision-making processes, and behavior in today's complex environment, considering advanced technology, digital and social media, and environmental, ethical, and sustainability considerations.
• Marketing Research Insights: This module develops competency in mining big data and applying qualitative and quantitative methods for data collection, measurement, sampling, analysis, and presentation of results.
• Product and Brand Management: This module examines the key concepts for managing products and brands as strategic assets in offline and digital environments, focusing on creating value for customers and the organization.
• Distribution and Price Management: This module covers the management of distribution channels, digital and other alternatives, and the logistics and administration elements of distribution.
It also examines the role of pricing within the marketing mix and various pricing strategies.
• Multi-Platform Marketing Communications: This module explores the variety of digital and non-digital communications channels that constitute the marketing communications mix, including digital and interactive media, social media marketing, mobile marketing, promotional tools, sales promotion, PR/e-PR/influencer marketing, direct marketing, advertising, sponsorship, and alternative marketing.
• Marketing Dissertation: This module allows students to demonstrate their mastery of a complex and specialized area of knowledge and skill, further developing their ability in framing and investigating critical inquiries in marketing.
Students self-select a problem-oriented research project that is underpinned by advanced theories and frameworks.

Option Modules:

• MA: Marketing Creativity and Innovation
• MSc: Data Analytics for Marketing

Assessment:

The program utilizes a wide range of engaging assessment methods, prioritizing innovative, industry-focused tasks such as client-based marketing planning, marketing research projects, and new product development plans. Outputs may include marketing plans, project proposals, video presentations, blogs, infographics, digital content creation, presentations, and time-constrained assessments.

Teaching:

The program employs a variety of teaching methods, including lectures, seminars, live case study analysis, marketing management projects, and group work. The focus on group work and idea generation helps to develop strong interpersonal skills expected of top managers. Students are encouraged to keep up-to-date with marketing platforms, approaches, and strategies, being sensitive to early signs of changes in the market and trends.

Careers:

Graduates of the Marketing Management MA/MSc program are 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
• Sales

Other:

• The program is accredited by the Chartered Institute of Marketing (CIM) with Graduate Gateway program status.
• The program was designed with input from industry professionals working in brand and marketing consultancy, digital technology, creative, and social media.
• Students have the opportunity to take part in a two-day Marketing Planning Residential Weekend, where they act as marketing consultants and work on a "live" project provided by a business partner.
• The program offers networking opportunities with alumni and staff.
• The program is part of Westminster Business School, which has excellent industry links and a strong commitment to social enterprise.

UK Fees: £16,500 International Fees: £19,000 Alumni Discount: See details Price per academic year When you have enrolled with us, your annual tuition fees will remain the same throughout your studies with us. We do not increase your tuition fees each year.