Advanced Marketing MSc

  • Programme duration: Full-time: 12 months   Part-time: 24 months
  • Programme start: Autumn 2022
  • Entry requirements: You will need 2:1 Honours degree or international equivalent in Marketing or a degree with at least three marketing-focused modules.
Management School master's student enjoying a group conversation in the School's atrium seating

Module details

Programme Structure

The 12-month programme consists of eight compulsory modules followed by a dissertation carried out over the summer period upon completion of Semester 2.

Students are required to complete 180 credits to achieve a full MSc.

Compulsory modules

Design Thinking in Marketing (ULMS887)
LevelM
Credit level15
SemesterFirst Semester
Exam:Coursework weighting0:100
Aims

This module aims to provide students with a nuanced and critical understanding of the contemporary marketing environment, enabling them to ‘think in solutions’ when approaching problems of strategic importance to marketing managers and society.

Specifically, the module aims to:

Provide students with an understanding of design thinking, its application to the marketing function and how it can be operationalised;

Enable students to critically evaluate contemporary, research led marketing topics by working with live case studies of impactful and theoretically sophisticated research;

Provide students with the skills to identify how design thinking can be used to create positive change within marketing and society when applied to particularly difficult problems;

Enable students to articulate their ideas through written and visual communications.

Learning Outcomes

(LO1) Students will be able to define design thinking and critically evaluate its role within marketing management in fostering the potential for innovation.

(LO2) Students will have critical awareness of key societal issues, how they relate to research projects and how they link to the marketing function.

(LO3) Students will be able to critically evaluate the relationship design thinking has with marketing strategies of organisations, both profit and non-profit, online and offline.

(LO4) Students will have an in-depth knowledge of marketing theory and how such scholarship can be translated into impactful practice.

(S1) Commercial awareness
Students will develop an awareness of how and why businesses must be consumer centric in the design process. Students will learn from case studies taken directly from the contemporary business environment.

(S2) Ethical awareness
Students will develop an awareness of key issues of great social import and cultivate knowledge of how researchers and businesses can work together to create integrity, fair mindedness, and inclusivity in the marketplace.

(S3) Problem solving
Students will learn how to think in solutions, how to structure and encourage creative thinking and they will gain an understand the design thinking process, where innovation is key.

(S4) Communication skills
Students will be required to produce a written report and a visual infographic offering solutions to a problem.

(S5) IT skills
Students will develop their IT skills in the production of their written and visual assessment.

(S6) Lifelong learning
This module encourages students to develop skills in thinking creatively for innovation which they will carry with them throughout their careers.

Digital Marketing (ULMS855)
LevelM
Credit level15
SemesterFirst Semester
Exam:Coursework weighting0:100
Aims

This module aims to provide students with the knowledge and expertise to enhance their careers in the digital marketing age. In addition to nurturing the digital marketing practitioner skills required by employers in areas such as website analytics and social media metrics, it is intended to build upon and widen the agenda for research into contemporary marketing communications.

Learning Outcomes

(LO1) Develop a critical awareness of the main digital marketing tools;

(LO2) Appreciate the theoretical underpinnings of digital marketing;

(LO3) Develop awareness and knowledge of the role of online marketers;

(LO4) Demonstrate understanding of digital marketing communications strategy.

(S1) Problem solving skills. Via interactive discussions in tutorials.

(S2) Commercial awareness. Commercial awareness is a crucial component of the overall teaching and learning experience of the module.

(S3) Teamwork. Teamworking skills are developed through formative assessment in seminar sessions.

(S4) Communication skills. Nurturing of communication skills is a crucial component of the overall teaching and learning experience of the module.

(S5) IT skills. IT literacy skills are developed through tutorial activities related to digital marketing.

Researching Markets and Consumers (ULMS889)
LevelM
Credit level15
SemesterFirst Semester
Exam:Coursework weighting0:100
Aims

This module aims to:

Prepare students for either a career in marketing academia or in industry;

Develop the skills of critical thinking and problem solving that are germane to both contexts;

Develop students' ability to understand and make links between the wider global socio-cultural and technological trends in society and the practice and application of marketing and consumer research;

Embody an approach to learning that recognises a range of learning styles and therefore aims to bring theory to life via visual and participatory methods such as co-creation workshops, videography and live debate as well as more traditional reading and writing activities.

Learning Outcomes

(LO1) Students will be able to critically appraise wider cultural, social and technological trends in the local and global contemporary marketplace, and understand their implications for the way markets and consumers are researched.

(LO2) Students will have an in-depth working knowledge of a range of contemporary marketing and consumer research methods.

(LO3) Students will be able to critically discuss the differing philosophical and theoretical underpinnings of marketing and consumer research methods.

(LO4) Students will be able to critically evaluate the appropriateness and application of marketing and consumer research methods to solving current challenges in both industry and academic contexts.

(S1) Information literacy
Students will develop skills in information literacy, online, finding, interpreting, evaluating, managing and sharing information through the in class discussions as well as via the assessment.

(S2) Application of literacy
Students will develop the ability to produce clear, structured written work and oral literacy - including listening and questioning.

(S3) Global awareness
Students will develop awareness of international perspectives as professionals/citizens; the ability to locate, discuss, analyse, evaluate information from international sources; consider issues from a variety of cultural perspectives, consider ethical and social responsibility issues in international settings; value diversity of language and culture. Examples covered will reflect global perspectives and challenges with an emphasis on diversity and inclusion – content will also be structured around decolonising.

(S4) Problem solving
Students will develop skills in problem solving, critical thinking, creativity, analysing facts and situations and applying creative thinking to develop appropriate solutions. Taught sessions will cover critical thinking and analysis both directly in a dedicated seminar and indirectly through in class discussion and debate.

(S5) Teamwork
Students will develop teamworking skills in preparing for, and delivering, the group presentation.

Responsible Marketing (ULMS888)
LevelM
Credit level15
SemesterFirst Semester
Exam:Coursework weighting0:100
Aims

This module aims to:

Provide a broad perspective on the role of marketing in society, ethics and sustainability;

Encourage students to appreciate the role of marketing and business practice in the world today through examination of current trends including consumption patterns, sustainability, social responsibility, ethics and social choices;

Equip students with the skills and knowledge for their careers as marketers as they will be in a position to contribute to both their organisations and to society.

Learning Outcomes

(LO1) Students will be able to critically evaluate the key trends that impact the contemporary relationship between marketing and society.

(LO2) Students will be able to assess the impact ethical issues have on the development of marketing ideologies, strategies, and practices.

(LO3) Students will be able to explore a range of topical ethical issues and critically analyse the role of marketing within these.

(LO4) Students will be able to critically appraise the ways in which marketing can be utilised to alleviate societal problems.

(LO5) Students will be able to apply different theoretical perspectives to practice and policy.

(LO6) Students will be able to display critical thinking skills in written and oral presentations, and construct an argument based on a wide reading of the academic literature.

(LO7) Students will be able to work in a collaborative team process to produce high-quality outputs.

(S1) Ethical awareness
Students will develop this skill via lectures, workshops and via the assessment. Some topics specifically relate to Marketing Ethics, while the assessment will cover a responsible marketing issue that students will be required to solve with their knowledge of ethical and responsible marketing.

(S2) IT skills
Students will develop this skill through practical work in seminars and through the assignment.

(S3) Team work
Students will develop this skill via working in groups during seminars and the assessment.

(S4) International awareness
Students will develop this skill via readings and seminars. In turn, they will develop an appreciation for the global need for responsible and sustainable marketing.

(S5) Commercial awareness
Through the practical assessment students will gain an understanding of commercial pressures and the ethical issues facing organisations.

(S6) Communication skills
Students will develop this skill through engagement in seminars and via the assessment. Importantly, they will be able to communicate the importance of responsible marketing in a way that is well reasoned and persuasive to the target audience.

(S7) Problem solving
Students will develop this skill via the practical assessment by working on and developing solutions for a real life responsible marketing issue.

(S8) Adaptability
Students will develop this skill by exercising their time and project management skills via the assessment.

(S9) Leadership
Students will develop this skill via the practical assessment, they will be expected to set goals and make decisions involving the rest of the team and inspire and motivate one another.

Experiential Marketing (ULMS890)
LevelM
Credit level15
SemesterSecond Semester
Exam:Coursework weighting60:40
Aims

The module aims to:

Enable students to define experiential marketing and critically evaluate its place within other related fields such as relationship marketing and customer relationship marketing;

Develop students' ability to critically appraise experiential marketing in B2C, B2B organisations;

Develop students' ability to critique the relationship marketing strategies of organisations, both offline and online;

Enable students to understand the main psychological and sociological theories underpinning experiential marketing.

Learning Outcomes

(LO1) Students will be able to define experiential marketing and critically evaluate its place within other related fields such as relationship marketing and customer relationship marketing.

(LO2) Students will be able to critically appraise experiential marketing in B2C, B2B organisations.

(LO3) Students will be able to critique the relationship marketing strategies of organisations, both offline and online.

(LO4) Students will have a critical understanding of the main psychological and sociological theories underpinning experiential marketing.

(S1) Adaptability
Students will be asked to meet deadlines and work as part of a team.

(S2) Teamwork
Students will develop teamwork skills in preparing for the group assessment.

(S3) Communication skills
Students will need to communicate the experiential marketing strategies and be asked to discuss these in tutorials. In the exam students will be expected to communicate the ideas of experiential marketing.

(S4) Leadership
Throughout the module students will be working together but also need to be able to show leadership within the team, in order to complete the group assessment on time.

(S5) International awareness
International case studies will be used on the module and students will be discussing cultural aspects of experiential marketing.

(S6) Ethical awareness
Case studies that include an ethical dimension will be used on the module and students will be able to consider the role of ethics in experiential marketing.

Leading Marketing and Entrepreneurship (ULMS892)
LevelM
Credit level15
SemesterSecond Semester
Exam:Coursework weighting0:100
Aims

This module aims to:

Provide students with a broad insight into the entrepreneurial nature of marketing practices across different market contexts and organisational settings;

Nurture an understanding of the relationship between marketing as a function and marketing as an essential component of organisational and market leadership;

Enable students to identify and leverage key enablers necessary for transformation towards an agile human-centric and digital marketing organisation;

Support students in developing the skills necessary to drive change in the organisation by critically appraising the design of a contemporary marketing organisation (including the roles, structures, and movements required to drive effective change);

Develop students’ ability to translate analysis of data into actionable strategies and solutions relating to digital, content, brand management, engagement, and experience design.

Learning Outcomes

(LO1) Students will be able to differentiate between the different roles, functions, requirements, and opportunities that define contemporary marketing practice.

(LO2) Students will be able to develop and action key strategic levers at an organisational level relative to market and broader environmental (macro) threats and opportunities.

(LO3) Students will be able to understand how to leverage digital technology to create, capture and measure new sources of market value.

(LO4) Students will be able to differentiate between different approaches to the implementation of agile marketing process and tools.

(LO5) Students will be able to reflect on the relationship between effective leadership and market performance.

(LO6) Students will be able to recognise power and influence within marketing leadership in driving change.

(S1) Ethical Awareness
This module will challenge students to consider the intended and unintended consequences of actions and strategic marketing decisions on a broad range of market actors and from different stakeholder perspectives.

(S2) Adaptability
Students will consider the role of the marketer and subsequent impacts within a range of organisational, and market contexts. This is to develop reflective capabilities that enable students to zoom in and out of complex scenarios and settings. Students will be challenged to consider solutions from a variety of stakeholder perspectives and develop approaches to reconciling inherent tensions and challenges within the day-to-day decision-making process.

(S3) Problem solving
Through case-studies, authentic forms of assessment and classroom discussion students will be encouraged to consider real-world problems and ideate around possible solutions. The classroom and module setting provide a reflective and experimental space for students to develop solutions to challenges and receive feedback. Through the invited expert series of practitioners that will complement this module, students will hear and learn from real-world cases as presented and discussed in class.

(S4) Commercial awareness
Through seminars, online workshops and assessments students will develop skills that allow them to translate ideas into solutions relative to commercial performance, amongst other forms of value conceptualisation. Through this process students will develop core commercial competencies, anchored by corresponding skills of ethical awareness, flexibility and adaptability.

(S5) Organisation skills and ability to work under pressure
Through group and individual assessments, students will develop skills around time management, planning, contingency planning and develop the ability to work and succeed under pressure.

(S6) Communication skills
Students will have to deliver verbal and written communications in classroom activities, assessments and through directed learning activities outside of the classroom environment.

(S7) Leadership
Through engagement with marketing leaders (expert speaker series), reflection on real-world case studies and impact cases, students will develop an ability to identify and differentiate between different leadership approaches and styles in marketing that will help shape their own distinctive leadership skills.

(S8) Teamwork
Through class participation and group work tasks students will develop an ability to work in teams and work collaboratively around a mutual goal. Here students will also learn to reconcile functional and strategic points of tension within team dynamics and co-produce actionable and measurable marketing strategies.

Marketing and Digital Analytics (ULMS893)
LevelM
Credit level15
SemesterSecond Semester
Exam:Coursework weighting0:100
Aims

This module aims to:

Provide students with cutting-edge knowledge of digital analytics by familiarising them with key metrics and analytical methods used to assess customers’/consumers’ response to a firm’s online presence and marketing as well as to obtain customer insights;

Develop students’ knowledge of web, online ad and social media analytics, with a particular focus on the latter. Where appropriate, lectures will also cover cutting-edge research on the topics;

Develop students’ analytical and critical thinking skills by asking students to recognise and solve problems and to demonstrate their commercial awareness overall;

Develop students’ IT skills (Excel, PowerPoint) and, for those who wish to, learn the required coding to conduct the analyses (although codes will be fully supplied). The latter is of particular relevance to students who are attracted to analytics and may seek a role in this growing field upon graduation;

Embody an approach to learning that is authentic, e.g. through the work with real-life data and hands-on in order to promote skill and knowledge development.

Learning Outcomes

(LO1) Students will be able to demonstrate a critical appraisal of the purpose, meaning, value as well as limitations of the different analytical methods and metrics taught in the module.

(LO2) Students will be able to demonstrate basic knowledge of handling, manipulating and analysing data in relevant analytical software.

(LO3) Students will be able to summarise and evaluate analysis findings as well as support hypotheses/data interpretations through purposeful enquiry and logic argumentation.

(LO4) Students will be able to interpret their findings for company management, considering company context and activities.

(LO5) Students will be able to present analysis findings in an easily comprehensible, concise and professional manner.

(S1) Problem solving
Students will be able to identify potential marketing problems from the data and derive recommendations to solve them.

(S2) Commercial awareness
Students will need to consider the company context/ activities when investigating problems and proposing solutions.

(S3) Adaptability
Real-life data can be messy and may have differing degrees of analytical usefulness, i.e. there may be more implications that can be derived from some data and less from others. Students need to be able to keep an open mind and work with each data set as it comes.

(S4) Numeracy
Students will be able to interpret cost and web traffic data as well as basic statistics, e.g. frequencies, sets.

(S5) IT skills
Students will need to work with Excel, PowerPoint, R Studio as well as the VLE and library resources in this module. The Office applications are used widely in industry and R Studio experience is valuable for analytics roles in particular.

(S6) Communication skills
Students need to demonstrate critical thinking when analysing and evaluating data and show that they can argue their point logically and concisely as well as support it with evidence when writing up their findings for the learning portfolio tasks. When presenting tasks in teams during seminars, students will also need to demonstrate that they can make their point in a convincing way, i.e. same rules as for written argumentation apply, and support it in a visually appealing manner, e.g. PowerPoint.

(S7) Team work
The group presentation will require students to successfully work in a team.

(S8) Leadership
Students will demonstrate their leadership skills in the group work. Moreover, students will lead by providing their own independent data analyses and by deriving hands-on recommendations for real-life business in the learning portfolio tasks.

Marketing Strategy (ULMS891)
LevelM
Credit level15
SemesterSecond Semester
Exam:Coursework weighting50:50
Aims

The module aims to:

Prepare students for the role of marketing strategy within modern organisations;

Support students' understanding of what an analytical approach to marketing strategy brings to organisations;

Show and elaborate on a set of analytical techniques with the help of Microsoft Excel;

Highlight the real-world practical challenges of marketing strategy with the help of case studies;

Equip students with the skills that will allow them to bridge the fields of marketing and finance (marketing-finance interface);

Expose students to novel open-source software; R and R-studio.

Learning Outcomes

(LO1) Students will be able to critically appraise an analytical approach to advanced marketing strategy within organisations.

(LO2) Students will be proficient in analytical techniques using Microsoft Excel.

(LO3) Students will have a critical awareness of how marketing strategy applies to real-world practical challenges.

(LO4) Students will have developed cross-disciplinary skills in the fields of marketing and finance (marketing-finance interface).

(S1) Adaptability
Students will be asked to meet deadlines and work as part of a team.

(S2) Teamwork
Students will develop teamwork skills in preparing for the group assessment.

(S3) Communication skills
Students will need to communicate the core concepts of marketing strategy and will be asked to discuss these in tutorials. In the case of the exam, students will be expected to distinguish, evaluate, and judge the principles of marketing strategy.

(S4) Leadership
Throughout the module, students will be working together but also need to show leadership within the team to complete the group assessment on time.

(S5) International awareness
International case studies will be used in the module, and students will be discussing cultural aspects of marketing.

(S6) Problem Solving
Students will be asked to solve practical challenges through casework.

(S7) IT skills
Students will acquire basic Microsoft Excel software skills.

Dissertation (ULMS790)
LevelM
Credit level60
SemesterWhole Session
Exam:Coursework weighting0:100
Aims

This module aims to develop an in-depth understanding within a student’s chosen domain of management and business knowledge, 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 and independent research project. Thereafter, independent, guided, study and research are used to develop both theoretical and practical critical-thinking skills, and to present their research, analysis and findings.

Learning Outcomes

(LO1) Demonstrate a critical awareness of the advantages and disadvantages of different types of information;

(LO2) Demonstrate awareness of current research and advanced scholarship in relation to their chosen topic;

(LO3) Demonstrate critical awareness of current problems and/or new insights in relation to their chosen dissertation topic and area of professional practice;

(LO4) Critique the strengths and weaknesses associated with those methodological approaches in relation to their chosen topic area;

(LO5) Plan how they will identify and collect appropriate and meaningful evidence in order to investigate fully their selected organisational issue;

(LO6) Plan a large project;

(LO7) Demonstrate critical awareness of current theories, models, concepts, ideas and writing related to the management problem;

(LO8) Critically evaluate current research and scholarship;

(LO9) Select and apply appropriate models and frameworks in order to analyse the management issues and to formulate solutions, or to test effectively, any hypothesis presented;

(LO10) Evaluate, select, justify and apply appropriate research methods to the chosen area of study, in order to ensure that the evidence generated, its analysis and the conclusions drawn from it are valid, reliable and ethical;

(LO11) Research and present convincing and reasoned conclusions and recommendations on the evidence collected.

(S1) Adaptability. Students will acquire the ability to understand different kinds of data associated with academic publications.

(S2) Problem solving skills. Students will acquire the ability to analyse and understand different theoretical approaches associated with academic publications.

(S3) Numeracy. Ability to apply appropriate quantitative analysis techniques to their data analysis (quantitative studies only).

(S4) Organisational skills. Students must organise their reading and research time to ensure the meet submission guidelines.

(S5) Communication skills. Effective written communication skills should be developed during the writing phase.

(S6) Lifelong learning skills. Learning to learn is a fundamental element of the dissertation.