Marketing is altering as technology becomes increasingly embedded in the flow of everyday consumption. Nevertheless, the human connection consumers wish to feel with brands can never be fully automated or outsourced. This makes marketing a wonderful choice for those seeking a career that hinges on the ability to generate empathetic and sustainable consumer solutions.
Introduction
The Advanced MSc Marketing programme has been carefully designed to provide you with a robust understanding of the commerciality and strategic underpinnings of this creative and fast-paced industry.
The programme will provide you with expert knowledge of the academic and practical aspects of this vibrant discipline. We aim to future-proof your learning and employability across fields such as marketing analytics, sustainability, social media marketing, entrepreneurship, consumer culture and design thinking.
In addition to the topics described, you will receive rigorous training in critical analysis, contemporary marketing theory and creative thinking.
You will have the opportunity to culminate this learning in your final dissertation at the end of the programme which may take the form of an academic piece of research of your choosing, or instead be more applied in scope as a lengthier piece of analytical writing connected with direct business outcomes.
Accreditation
The University of Liverpool Management School is one of an elite group of institutions worldwide to hold the gold standard ‘triple-crown’ accreditation from AACSB, AMBA and EQUIS.
If you're able to study part-time, you'll
study the same modules as the full-time master's degree over a longer period, usually 24 months. You
can make studying work for you by arranging your personal schedule
around lectures and seminars which take place during the day. After you
complete all the taught modules, you will complete your final
dissertation or project and will celebrate your achievements
at graduation the following term.
Studying part-time means you can study alongside work or any
other life commitments. You will
study the same modules as the full-time master's degree over a longer period, usually 24 months. You
can make studying work for you by arranging your personal schedule
around lectures and seminars which take place during the day. After you
complete all the taught modules, you will complete your final
dissertation or project and will celebrate your achievements
at graduation the following term.
Semester one
The 12-month programme consists of eight compulsory modules followed by a dissertation carried out over the summer period upon completion of Semester two.
Compulsory modules
Design Thinking in Marketing (ULMS887)
Credits: 15 /
Semester: semester 1
This module will provide students with an understanding of creative problem solving contextualised within marketing and society. Based on academic principles and practical applications, this module introduces students to the fundamental building blocks of design thinking that together form feedback ‘loops’ between a company or service provider and their customers. Students will be introduced to a mix of different research case studies, each with their own unique ‘wicked problems’. In reframing how students understand problems and solutions, the module will encourage students to create possible new directions and innovative ideas.
DIGITAL MARKETING (ULMS855)
Credits: 15 /
Semester: semester 1
The module will develop critical understanding of the main digital marketing tools and enhanced awareness of the changing role of marketing communications in the interactive online marketplace. Students will develop skills in the design and creation of a digital marketing strategy embracing website analytics. Wide academic reading will illuminate and reinforce the theoretical underpinning of digital marketing communications, enabling the development of skills to interpret, analyse and draw critical conclusions from relevant academic journal articles.
Researching Markets and Consumers (ULMS889)
Credits: 15 /
Semester: semester 1
This module will explore and critically evaluate a range of different ways of researching markets and consumers. Students will examine how new methods have emerged from cultural, social and technological developments in the global marketplace (for example the need for diversity and inclusion, the unfolding climate crisis and the increasing technological mediation of everyday life). Examples of the application of each method in practice will be drawn from both academic and industry contexts. The emphasis will be on understanding the challenges emerging from contemporary developments in the marketplace and being able to choose and apply relevant and appropriate methods of marketing and consumer research to solve them.
Responsible Marketing (ULMS888)
Credits: 15 /
Semester: semester 1
We are living in a time where practicing marketing in a sustainable and ethical manner is vital. It is also incumbent on a management school to equip its graduates with the knowledge to engage in responsible marketing. This module considers the nature of the relationship between marketing and society. Responsible Marketing combines theoretical reflection and practical discussion on key ethical issues relating to marketing’s role and relationship with society. Students will acquire a critical understanding of marketers’ responsibilities and impact on society by exploring a range of prevailing issues and criticisms facing marketing. The module will equip students with both theoretical and practical skills that will encourage them not just to identify these criticisms, but also the drive and ability to seek solutions to the ethical and sustainable issues they will face as marketers.
Programme details and modules listed are illustrative only and subject to change.
Semester two
The 12-month programme consists of eight compulsory modules followed by a dissertation carried out over the summer period upon completion of Semester two.
Compulsory modules
Experiential Marketing (ULMS890)
Credits: 15 /
Semester: semester 2
This module will provide students with an understanding of experiential marketing in terms of academic principles and practical applications. Experiential marketing emphasises the impact of external stimuli on consumers’ cognitive processes, which lead to strategies for creating long-term benefits for both suppliers and customers. Experiential marketing is relevant in business-to-consumer (B2C) and business-to-business (B2B) contexts and both are included in this module. Academically, students will learn about the theoretical foundations of experiential marketing and current debates within the field.
Leading Marketing and Entrepreneurship (ULMS892)
Credits: 15 /
Semester: semester 2
The digital and technological revolutions experienced in recent decades have transformed marketing practice, consumer behaviour, and market dynamics. In a world of dynamic change the role of the marketer in shaping purposeful, proactive and entrepreneurial responses to our world’s biggest social, economic, political and technological challenges has never been more significant. This is highlighted in part by the relatively recent proliferation of marketing-related C-suite positions at organisational levels, i.e. the Chief Experience Officer (CXO); Chief Innovation Officer (CIO); and Chief Marketing Officer (CMO). Today’s marketers have to be agile, entrepreneurial, and acutely aware of the strategic implications of their actions.
In this module we focus on the leadership and entrepreneurial dimensions of marketing practice. Here, attention is given to the capabilities, different forms of knowledge, and technologies that the modern marketer must navigate in delivering innovative strategic solutions.
Marketing and Digital Analytics (ULMS893)
Credits: 15 /
Semester: semester 2
According to a recent survey of CMOs (Chief Marketing Officers), customer insights rank among the most important knowledge assets of the firm. This module is designed to educate students on the use of web, online ad and social media analytics to analyse customer responses to firms’ current marketing programmes and online activities and derive recommended actions. A particular focus will be on generating customer/consumer insights from social media and product reviews. In this module students will work with real-life data sets, e.g. Twitter posts about a brand, and develop a basic understanding of Google Analytics and R Studio as well as use Office applications more generally including Excel and, PowerPoint. This module does not require advanced quantitative skills, although students will be introduced to coding. All codes will be supplied to students and the focus will be on developing critical thinking skills as marketing data analysts. However, all codes will be supplied to students and the focus will be on developing critical thinking skills as marketing data analysts.
Marketing Strategy (ULMS891)
Credits: 15 /
Semester: semester 2
In the modern business world, companies increasingly rely on marketing data to make decisions. In this context, modern marketing strategy has assumed its well-deserved position as a critical business function. This module will show students the benefits of using a systematic and analytical approach to marketing strategy. This approach will enable students to understand how the advanced principles of marketing strategy help firms organise the analytics opportunity and challenge in today’s data era. Students will also use and execute data-analytic techniques and case studies to understand how to solve marketing strategy problems in a scientific and process-driven manner. Important elements of this module will include the interface of marketing and finance and social media marketing. Microsoft Excel will be used throughout the module. If needed, we will also use R and R-studio for specific topics.
Programme details and modules listed are illustrative only and subject to change.
Final project
The 12-month programme consists of eight compulsory modules followed by a dissertation carried out over the summer period upon completion of Semester two.
Compulsory modules
DISSERTATION (ULMS790)
Credits: 60 /
Semester: summer
This module is designed to help students develop an in-depth understanding of a topic within their chosen domain of management and business and for the student to use this knowledge to analyse a management problem or issue. A preparation phase of the module is included to provide the students with the skills necessary in problem analysis and research in order that they can undertake an independent research project. Thereafter, independent, guided study and research are used to develop both theoretical and practical critical-thinking skills, and to present research, analysis and findings. The reflective element of the dissertation gives students an opportunity to critically analyse and evaluate their experience of the learning process.
Programme details and modules listed are illustrative only and subject to change.
How you'll learn
On our MSc Advanced Marketing, modules are taught using the latest active learning techniques. These include using real-world case studies from the marketing industry, authentic assessment tasks that mimic organisational marketing activities, specialised software such as adobe creative cloud (a collection of software used for graphic design, video editing, web development and photography), interactive participation software, and lecture capture.
The principal forms of teaching are face-to-face lectures and seminars, supported by material such as hand-outs and presentations. Seminars allow for a more detailed discussion of a topic under the direction of a tutor. You are usually expected to prepare work in advance for seminars, where you may be required to submit work or give presentations.
Following semester two, you will complete a dissertation with the support of an academic supervisor. This final project enables students to research a distinct area of the marketing discipline to deepen their knowledge, understanding and capabilities in this area.
Teaching time will account for an average of 10 hours per week. You should anticipate an additional 24 hours of self-directed study and group work per week.
How you're assessed
In semesters one and two, you will take modules totalling 120 credits. The dissertation completed during the summer is worth 60 credits, and students are supported by their academic supervisor.
Students are required to complete 180 credits to achieve a full MSc. All modules must be passed with a minimum of 50%. Subject to meeting specific criteria outlined by the University, students will graduate with a Pass, Merit or Distinction.
Assessment tasks are varied, and some may be explicitly designed to meet the learning outcomes of a particular programme of study. Students can expect to be assessed via coursework, essay, group work, (video) presentations, case studies, infographics, reports and examinations. The weighting of individual components will vary from one module to another. All assessment information is included within the module specification.
Liverpool Hallmarks
We have a distinctive approach to education, the Liverpool Curriculum Framework, which focuses on research-connected teaching, active learning, and authentic assessment to ensure our students graduate as digitally fluent and confident global citizens.
The School has a thriving international master’s community with a comprehensive, interdisciplinary programme of social and extra-curricular events and dedicated careers and employability support.
Support for students with differing needs from the Disability advice and guidance team. They can identify and recommend appropriate support provisions for you.
What students say...
The best thing about my programme is that it not only provides a comprehensive education in marketing but also strongly emphasises sustainability, inclusivity, and innovation... Additionally, the programme aims to equip me with critical analysis, creative thinking, and contemporary marketing theory skills, which will help me become a better leader in the industry.
The Management School’s master’s programmes have been designed from the ground up to prepare you for success in your chosen career. We have close ties with local, national and international organisations and constantly review the content of our programmes to meet the demands of top graduate employers.
Career support from day one to graduation and beyond
You will have access to a specialist, in-house postgraduate careers team and have access to one-to-one careers guidance, workshops, seminars, and employability initiatives.
Upon completing this programme, you could apply for a wide range of marketing, management, and leadership positions in the private, public, and not-for-profit sectors in roles such as:
Advertising Account Executive
Digital Marketer
Marketing Executive
SEO specialist
Social Media Manager
This will be enhanced by access to guest speakers from marketing practice embedded within modules, and additional training in high-level software, such as the Adobe Creative Cloud suite.
Fees and funding
Your tuition fees, funding your studies, and other costs to consider.
Tuition fees
UK fees (applies to Channel Islands, Isle of Man and Republic of Ireland)
Full-time place, per year
£13,000
Part-time place, per year
£6,500
International fees
Full-time place, per year
£25,000
Part-time place, per year
£12,500
Fees stated are for the 2023-24 academic year.
Tuition fees cover the cost of your teaching and assessment, operating facilities such as libraries, IT equipment, and access to academic and personal support.
We understand that budgeting for your time at university is important, and we want to make sure you understand any course-related costs that are not covered by your tuition fee. This could include buying a laptop, books, or stationery.
A first degree from an approved university or a UK 2:1 or International equivalent for students with Bachelor’s degrees in Marketing or with at least three marketing-focused modules.
Non-graduates with very extensive professional experience and/or other prior qualifications may also be considered.
International qualifications
If you hold a bachelor’s degree or equivalent, but don’t meet our entry requirements, a Pre-Master’s can help you gain a place. This specialist preparation course for postgraduate study is offered on campus at the University of Liverpool International College, in partnership with Kaplan International Pathways. Although there’s no direct Pre-Master’s route to this MSc, completing a Pre-Master’s pathway can guarantee you a place on many other postgraduate courses at The University of Liverpool.
Liverpool bursts with diversity and creativity which makes it ideal for you to undertake your postgraduate studies and access various opportunities for you and your family.
To fully immerse yourself in the university experience living in halls will keep you close to campus where you can always meet new people. Find your home away from home.
Discover what expenses are covered by the cost of your tuition fees and other finance-related information you may need regarding your studies at Liverpool.
Contact us
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