Marketing Management MA

This Masters degree offers 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. Students will gain knowledge and practical skills that are essential to various positions in marketing and strategic planning in a global environment. 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 a one-year Membership of Chartered Institute of Marketing (CIM) and access to a range of CIM resources and professional and networking events.

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.

Part-Time Day (2 years) Marketing Management MA/MSc

A two-year part-time mode is available to those who are working full-time and able to take two half days study leave during the term time to pursue a master's degree.  This mode of study is also ideal for those who have limited time and other priorities in their lives but wish to gain a master's degree in marketing.

Students will be first enrolled on MA and transferrable to MSc.

Fast-track Marketing Management MA/MSc

A fast-track route to the Marketing Management MA qualification is available for holders of the CIM Level 7 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)

Course structure

The following modules are indicative of what you will study on this course. 

Core modules - MA

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.

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.

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.

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.

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.

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.

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.

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

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.

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.

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.

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.

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.

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. 

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.

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.

Professional association

Students on this course are eligible for one-year Membership of Chartered Institute of Marketing (CIM) and access to a range of resources provided by CIM and their professional and networking events.

Programme Specification

For more details on course structure and modules, and how you will be taught and assessed, see the programme specification.

Download the Programme Specification

Course Leader

More about me

Dr Donna Mai

Principal Lecturer

Donna first came to the UK in 1992 to study a Master's in international marketing. Before this, she worked for Avon in Taiwan for two years as Sales Estimator, Product Line Controller and Brand Planner. She went on to study for a PhD and work as Postdoctoral Research Officer at Newcastle University. She joined the University of Westminster in 1998 and has been involved in the Marketing Management MA/MSc ever since.

Donna is most passionate about teaching marketing research. Her research interests lie in the factors influencing consumers' decision-making, behaviours and consumption, and the impact of marketing communication on consumers and society as a whole. Her most recent published paper is on consumers' willingness to pay for ethical attributes.

'Marketing research is the area I feel most passionate about. I believe logical thinking and careful consideration help solve a lot of problems in our daily life as well as in business.'

Careers

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.

Our Career Development Centre has just been shortlisted for the Best University Careers Service in the National Undergraduate Employability Awards for 2017.

With a growing network of over 3,000 employers around the world and a team of experienced careers consultants, we are here to help you succeed.

In 2015-16, we helped over 1,500 students find work placements across a range of sectors, with 250 employers attending 14 on-campus skills and careers fairs.

As a Westminster student, you'll have access to our services throughout your studies and after you graduate.

We can help you:

  • find work placements related to your course
  • find part-time/vacation, placement and graduate jobs, including voluntary experience
  • find international opportunities to enhance your employability
  • market yourself effectively to employers
  • write better CVs and application forms
  • develop your interview and enterprise skills
  • plan your career with our careers consultants
  • meet employers and explore your career options at our employer fairs, careers presentations and networking events throughout the year

Find out more about the Career Development Centre.

MA, MSc Award
September, January Start
Full-time Study Mode
1 years Duration

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