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Marketing Management MSc

Learn about the course below
Code
PGN594
Start
October 2022
Duration
1 year full-time
2 years part-time
Attendance
Full-time
Part-time
Fees
£12,700 (UK) *
£16,800 (EU/INT) *
Course leader
Athina Dilmperi

Marketing is being deeply impacted by rapid technological advancement and the proliferation of data. This rapidly changing environment requires future marketing employees to have strong theoretical knowledge and understanding of the field, cultivate critical thinking and hold new skills to deal with the complexity of the modern marketing environment.

Why study Marketing Management at Middlesex University?

The programme aims to prepare students for successful employment by providing a range of knowledge and skills that will allow them to reach strategic and tactical marketing decision-making by working collaboratively and individually. It is designed to develop students’ understanding of Marketing Management and its integration into the organisation’s overall corporate strategy. This will be achieved by allowing students to acquire and apply the latest thinking and practice in Marketing Management in a rapidly changing, digital environment.

Course highlights

  • Enable students with no or limited knowledge of marketing to develop an advanced level of understanding and critical reflection of the field.
  • Provide students with the necessary skills required for becoming a professional marketer across a diverse range of organisations and industry sectors, within a global and multicultural context.
  • Develop students’ ability to undertake research on topics relevant to the context and content of marketing management.
  • Prepare students for senior marketing management positions or further study.

Find out more

Sign up now to receive more information about studying at Middlesex University London.

What you will study on the MSc Marketing Management?

Students will be studying core modules that will allow them to gain all the necessary knowledge required to excel as a marketing manager.

They will start their journey by being taught strategic marketing and its importance to the overall business strategy. They will acquire the skill of developing appropriate marketing strategies across a diverse range of organisational and environmental contexts and cultures.

They will also be taught the skill of how to attract and retain customers by learning how to devise strategies and tactics and using technologies, used to manage interactions with customers and potential customers. Students will continue their learning by being taught what is branding and its crucial role in building a strong business in the current digital environment.

They will gain skills on how to add value to a company by employing branding tools. Additionally, students will have a module that is completely dedicated to digital marketing where there will be a special focus on mobile marketing and how it is used for reaching a target audience with their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps, as well as on search engine optimization.

Additionally, students will also learn to assess the impact of psychological concepts on consumers and how these influence consumerism and other social phenomena allowing them to become skilled in how to influence target audiences and to develop critical thinking. Last, students will study leadership which will give them the ability to assess problems, manage situations, and provide sensible solutions. Leadership training creates an opportunity for employees to reach new heights and achieve set goals.

The programme's optional modules allow students to take different paths, supporting future careers.

Modules

  • Modules

    • Strategic Marketing Decisions (15 credits) - Compulsory

      This module aims to provide you with a framework and toolkit for analysing marketing from a strategic and managerial perspective. In particular, the module will focus on the development of sustainable marketing strategies to help you understand how organisations – B2B and B2C - attempt to gain a competitive advantage in highly volatile operating environments. Therefore, through an analysis of Compulsory 15 market trends, competitive intelligence, internal strengths and informed judgement; you will assess and monitor the capability, competitive positioning, and growth initiatives, that make a difference between the high and low performance of firms within volatile markets.

    • Marketing and Social Change (15 credits) - Compulsory

      We live in extraordinary times; this module presents content which reflects the evolution of the marketing discipline and brand communication strategies in the face of changing consumer behaviour and attitudes. Issues of sustainability and ethical consumption affect the ways in which brands position themselves in the minds of consumers, and the recognition that brands need to engage the hearts and minds of their consumers to remain relevant.

    • Branding in the Digital Age (15 credits) - Compulsory

      Explore the concepts of brand storytelling, brand personas and influencers, to provide insight into techniques for creating and nurturing brand value, as well as an understanding of the critical role brands, play in creating and influencing customer experiences, culture, society, social media and in the context of today’s globalised and dynamic digital era.

    • Branding in the Digital Age (15 credits) - Compulsory

      Explore the concepts of brand storytelling, brand personas and influencers, to provide insight into techniques for creating and nurturing brand value, as well as an understanding of the critical role brands play in creating and influencing customer experiences, culture, society, social media and in the context of today’s globalised and dynamic digital era.

    • Digital Marketing (15 credits) - Compulsory

      This module aims to promote creative advertising practices to enhance brand communication which are creative and innovative, whilst still underpinned by a critical understanding of concepts, frameworks, and models. Students will operate in creative teams designed to mirror organisations in the creative industries and work on assigned creative briefs for a range of business and consumer brands. The module aims to provide students with the knowledge and skills to develop and thrive in the increasingly complex digital landscape.

      It will feature a variety of current business examples that the students will critically review, providing them with an insight and analysis of the latest developments in the digital landscape, and an understanding of how to optimise and improve a brand’s digital communication performance. In particular, the module will facilitate students’ learning of digital marketing models, social media and advertising metrics, search behaviours and customer journey management, to produce a coherent and evidence-based digital marketing strategy.

    • e-Commerce and Social Selling (15 credits) - Optional

      Today, consumers are becoming increasingly demanding, and their expectations of eCommerce and social selling influence their behaviour towards brands. Students will analyse this new blended world of omnichannel, eCommerce, social selling. Explore online buying behaviours, and the consumer experience. At the same time, the different technology and infrastructure, service models, CRM, and various payment methods, including cryptocurrencies.

    • Marketing Leadership for Change (15 credits) - Compulsory

      This module aims to provide you with a framework and toolkit for analysing the range of leadership and followership styles. In particular, the module will help you understand how the various leadership and followership styles impact team/task/individual, and how such styles can be adapted by effectively leading, managing and influencing others to deliver organisational change.

    • Marketing Communication (15 credits) - Optional

      This module aims to develop students' systematic knowledge and skills for understanding the complexity of the new digital landscape. In particular, the module will facilitate students’ learning of e-marketing models, social media and email to produce a coherent digital marketing strategy.

      The module aims to develop students' systematic understanding of marketing communications theory and practice in a dynamically challenging environment, with organisations facing greater uncertainty, intense competition, and increasingly more informed and culturally diverse customers.

      Students will be taught tools, such as advertising, sponsorship, and public relations, to support organisational marketing strategy.

    • Marketing Communications (15 credits) - Compulsory

      Students will examine and apply a range of models used for persuasion and engagement to achieve coherent brand communication strategies and brand narratives across traditional media.

      You will work closely with a leading London-based advertising agency: Lucky Generals as part of the process of understanding the challenges and opportunities presented with the growth of new media channels in a dynamic digital communications sector.

    • Digital Marketing (15 credits) - Compulsory

      Students will critically review and assess digital marketing strategies of live organisations and provide insight and analysis of the latest developments in digital as well as an understanding of the processes to optimise and improve a brand’s digital communications performance.

      Through an understanding of social media and advertising metrics, search behaviours and customer journey management, students will produce a coherent and evidence-based digital marketing strategy.

    • Analytics for Customer Insights (15 credits) - Optional

      This module aims to develop students' understanding of collecting, analysing and interpreting customer and business data to generate insights that enable companies to serve their customers better. The module also offers an opportunity to equip students with various analytical tools, techniques, and applications that help them develop their employability skills.

    • Entrepreneurial Marketing (15 credits) - Optional

      This module aims to enable students to learn how entrepreneurs can develop insights into consumer needs and transform them to create opportunities and markets. It is increasingly apparent that most firms succeed because they are willing to break the rules and act entrepreneurial.

      Entrepreneurial marketing may be applied by any individual in any private or public sector organisation by focusing on the concept of entrepreneurial marketing, across all aspects of the marketing process.

      Students will be able to appreciate the potential of e-marketing and viral marketing and plan marketing strategies with restricted funding for new ventures. It will aid students to recognise the role of networking and Optional 15 various selling methods. Students will also be able to perceive and realise the ethical considerations crucial in entrepreneurial marketing.

    • Destination Management (15 credits) - Optional

      This module aims to equip students with the knowledge and skills to apply appropriate operational and strategic destination management and marketing solutions. The first part of the module draws on destination management theory; students will critically evaluate the challenges and opportunities destinations face.

      The second part of the module focuses on the nature and role of destination management organisations (DMOs) in different contexts, destination competitiveness, how destination managers create value to differentiate themselves and gain a superior position in a competitive market.

    • Research Project (60 credits) - Compulsory

      The Research Project is the culmination of the programme and provides students with the opportunity to further develop and integrate the knowledge and skills acquired throughout the programme.

      Developing an understanding of the research process and conducting research, leading to successful completion of their Research Project.

      With the support of the programme team and an individual supervisor students will propose, design, conduct, analyse, interpret and evaluate an ethically sound research project.

More information about this course

Optional modules are usually available at levels 5 and 6, although optional modules are not offered on every course. Where optional modules are available, you will be asked to make your choice during the previous academic year. If we have insufficient numbers of students interested in an optional module, or there are staffing changes which affect the teaching, it may not be offered. If an optional module will not run, we will advise you after the module selection period when numbers are confirmed, or at the earliest time that the programme team make the decision not to run the module, and help you choose an alternative module.

We are regularly reviewing and updating our programmes to ensure you have the best learning experience. We are taking what we've learnt in recent years by enhancing our teaching methods with new and innovative ways of learning.

How is the MSc Marketing Management taught?

The course is delivered through online lectures, forums and tutorials with further resources provided to assist your learning.

Online Lectures

Online lectures are a useful way to discuss key material or approaches, deal with issues, explore questions, concepts and theories, or introduce business case study material. During lectures, note taking and listening are essential as they will help you to make sense of what you have seen and heard, to identify and remember key points to understand difficult concepts and organise your material by making links and associations with other material.

Seminars

These are structured, student-led sessions in which you might explore ideas in discussion, carry out practical tasks, or practice your research skills. All of these sessions are intended to provide forms of space in which you can discuss and share ideas; as well as develop skills and materials in preparation for assessments. In seminars, reading module materials, note taking and participating in discussion are essential. Actively participating and engaging in seminar discussion enhances presentation skills and the articulation of arguments and ideas and helps you prepare materials for assessment tasks.

Group or individual tutorials

Include structured, formal and informal feedback from your tutors on work in progress or on your ideas for a specific module assignment or project task.

Self-directed/ independent learning

Much of your learning at university takes place outside class sessions. This encourages autonomous learning, providing you with the opportunity for critical self-reflection or space for self-directed reading or research. An example might be a research or practical project linked to a module's learning outcomes that you undertake independently or with a small group supported by your tutor.

Residential trips

You'll also have the opportunity to take part in our residential trip* and gain a global insight and wider understanding of organisational perspectives outside London. You'll meet current marketing teams and hear from their directors and heads of departments during in-depth presentations and tours. You'll also explore contemporary themes of marketing and apply practitioner-based thinking to a variety of organisational areas.

*Please note that due to the Covid-19 pandemic, the residential is currently planned for April 2021, subject to government regulations and social-distancing measures.

Assessment

You will be required to complete a number of coursework assignment for assessment. The coursework can be individual, such as plans, reports, memorandum and essays, or group which will involve activity including presentations and reports. Tutorials will also feature formal and informal feedback.

Teaching and learning from 2022

We have developed new approaches to teaching and learning for the 2021/22 academic year.

We are currently reviewing our approach to teaching and learning for 2022 entry and beyond. We've learned a lot about how to give you a quality education - we aim to combine the best of our in-person teaching and learning with access to online learning and digital resources which put you more in charge of when and how you study. We will keep you updated on this throughout the application process.

Your timetable will be built around on campus sessions using our professional facilities, with online sessions for some activities where we know being virtual will add value. We’ll use technology to enhance all of your learning and give you access to online resources to use in your own time.

The table below gives you an idea of what learning looks like across a typical week. Some weeks are different due to how we schedule classes and arrange on campus sessions.

This information is likely to change slightly for 2022 entry as our plans evolve. You'll receive full information on your teaching before you start your course.

Learning structure: typical hourly breakdown in 2021/22

Live in-person on campus learning

Contact hours per week, per level:

5 hours

Live online learning

Average hours per week, per level:

N/A

Outside of these hours, you’ll be expected to do independent study where you read, listen and reflect on other learning activities. This can include preparation for future classes. In a year, you’ll typically be expected to commit 1200 hours to your course across all styles of learning. If you are taking a placement, you might have some additional hours.

Definitions of terms

  • Live in-person on campus learning – This will focus on active and experiential sessions that are both:
    • Led by your tutors including seminars, lab sessions and demonstrations We’ll schedule all of this for you
    • Student-led by you and other students, like small group work and presentations.
  • Live online learning – This will include lectures, tutorials and supervision sessions led by your tutor and timetabled by us. It also includes student-led group work that takes place online

  • Tutor set learning activities – This covers activities which will be set for you by your tutor, but which you will undertake in your own time. Examples of this include watching online materials, participating in an online discussion forum, completing a virtual laboratory or reading specific texts. You may be doing this by yourself of with your course mates depending on your course and assignments. Outside of these hours, you’ll also be expected to do further independent study where you’ll be expected to learn, prepare, revise and reflect in your own time.

Support

You have a strong support network available to you to make sure you develop all the necessary academic skills you need to do well on your course.

Our support services will be delivered online and on campus and you have access to a range of different resources so you can get the help you need, whether you’re studying at home or have the opportunity to come to campus.

You have access to one to one and group sessions for personal learning and academic support from our library and IT teams, and our network of learning experts. Our teams will also be here to offer financial advice, and personal wellbeing, mental health and disability support.

  1. Standard entry requirements
  2. International (inc. EU)
  3. How to apply
  1. UK
  2. EU/International
  3. Additional costs
  4. Scholarships and bursaries

How can the MSc Marketing Management support your career?

A degree in Marketing Management allows you to pursue a career in many different industries. A holistic understanding of marketing across the whole organisation is essential if you want to either progress to a senior role or are just starting out on a career path towards with the ambition of achieving one of these positions.

Careers following the completion of this course can include:

  • Marketing Officer, Executive or Manager
  • Marketing Consultant
  • Marketing Analyst or Researcher
  • Digital Media Analyst or Manager
  • Marketing Account Manager
  • SME Owner

Past graduates have gone into roles such as:

  • Regional Manager (UK)
  • Data Editor (UK)
  • Executive Director (UK)
  • Head of Marketing (UK)
  • Marketing and Recruitment Professional (Italy)
  • Marketing Executive (UK)
  • Marketing and Growth Leader (UK)
  • Digital Marketing Specialist (Lithuania)
  • Strategic Account Manager (India)
  • Project Manager Retail Marketing (Germany)
  • Analyst (India)
  • Marketing Manager (India)
  • Ludovica Uggeri

    MSc Strategic Marketing

    This course was definitely the right boost I needed for my career and gave me the relevant skills to work on any marketing project. I loved the residential trip we took as part of the course. It really helped me understand how the "real world" works and I discovered more about the type of marketing I want to work in. I learnt about every aspect of marketing and spending a week with my classmates also helped me bond with them and made group work a lot easier. Additionally, having real life experience helped me to understand the theory better. During the course I also had the opportunity to create a business plan for a musical festival which was fun to do something very practical. I now realise that events marketing is my calling, and it is because I saw how different companies organise events throughout my course.


We’ll carefully manage any future changes to courses, or the support and other services available to you, if these are necessary because of things like changes to government health and safety advice, or any changes to the law.

Any decisions will be taken in line with both external advice and the University’s Regulations which include information on this.

Our priority will always be to maintain academic standards and quality so that your learning outcomes are not affected by any adjustments that we may have to make.

At all times we’ll aim to keep you well informed of how we may need to respond to changing circumstances, and about support that we’ll provide to you.

Other courses

Branding and Marketing Communication MSc

Start: September 2022, EU/INT induction: September 2022

Duration: 1 year full-time, 2 years part-time

Code: PGN509

Digital Marketing MSc

Start: October 2022, January 2023

Duration: 1 year full-time, 2 years part-time

Code: PGN594

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