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Masters Degrees (Integrated Marketing Communication)

We have 141 Masters Degrees (Integrated Marketing Communication)

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Our CIM-accredited Marketing MSc develops your understanding of marketing from a strategic perspective, with specialisms available in Digital Marketing, Branding and Communications, Social Marketing and International Marketing. Read more

Our CIM-accredited Marketing MSc develops your understanding of marketing from a strategic perspective, with specialisms available in Digital Marketing, Branding and Communications, Social Marketing and International Marketing.

Using a mix of lectures, practical experience from live client projects and case studies our course will prepare you for a career in marketing. You will learn about both the theory and practice of marketing at an advanced level, and cover topics such as research methodologies, marketing planning and strategy. 

At the end of the first term, you will also have the option to specialise in one of four areas:

Accredited by the Chartered Institute of Marketing (CIM), the world’s leading professional marketing body, this course progresses you towards Chartered Marketer status through exemptions from examinations of the institute.  

Course structure

The course is organised into three-hour blocks of teaching and seminar activities, which are based on specialist reading, research and case studies. Modules are assessed through essays, reports, group work, presentations and examinations.

In the final phase of the course, you will complete a 15,000-word dissertation on a marketing topic of your choice, which will require you to make recommendations for real-life marketing practice. Throughout your dissertation, you will receive support from a supervisor who will help to guide you in your research.

Syllabus

All students will study six core modules including a masters transition module and a dissertation. Optional modules will allow you to specialise in the areas of marketing that interest you most.

Modules

  • Moving to Masters
  • Critical Developments in Marketing Theory and Practice
  • Marketing Planning and Strategy 
  • Marketing Research I: quantitative methods
  • Marketing Research II: qualitative methods
  • Dissertation

Two from:

  • International Marketing 
  • Branding and Communications 
  • Social Marketing 
  • Behavioural Economics 
  • Digital Marketing 
  • New Product Development

Chartered Institute of Marketing

This course is accredited by the Chartered Institute of Marketing (CIM), the world's largest organisation for professional marketers. The CIM have awarded the course Multiple Award Pathway status, which means that you will have a number of exemptions from CIM qualifications.

CIM qualifications are highly sought after by employers and – alongside our Marketing MSc – will ensure that you are equipped with the best education for a successful marketing career.

CIM membership 

You will be entitled to free CIM affiliate-level membership, giving you access to a range of benefits and services. CIM membership is a clear demonstration of your commitment to ongoing professional development.

Membership benefits include:

  • The Marketer – the members' magazine
  • Studying Member e-news
  • Learning Zone website – study resources
  • Marketing library and online archive resources

You will also be able to take modules from your course that will help you gain the following CIM qualifications:

CIM Certificate in Professional Marketing

To obtain this certificate you will need to pass the CIM’s Integrated Communications module and one option module. You will be exempt from the CIM’s Marketing module.

CIM Diploma in Professional Marketing

To obtain the diploma you will need to pass the CIM’s Marketing Metrics module and one option module. *

CAM Diploma in Digital Marketing

To obtain the diploma you will need to take the Branding and Marketing Communications module and pass the CIM’s Digital Marketing Essentials module and one option module. You will be exempt from the Marketing and Consumer Behaviour module.

Teaching excellence

Most of our tutors worked in industry before joining the university and continue to consult for corporate firms, which allows them to integrate the latest commercial developments into our courses. They are also active researchers at the forefront of marketing theory.

Industry representatives advise on the content and development of our courses and contribute to teaching as guest lecturers. Their talks help to bring classroom theory to life by sharing real-world case studies, results and pitfalls.

You will learn transferable skills in research, presentations, group work and conflict resolution, all of which are highly sought after in today's highly competitive job market.

Class sizes are small enough for there to be a personal and friendly atmosphere where staff know students by name and can closely monitor their progress.

Careers and employability

A Marketing MSc from Brighton Business School will help you to specialise and stand out in today's competitive job market. It will equip you with both the theoretical knowledge and practical skills necessary for a successful career.

The course has been designed for people wanting a successful and rewarding career in sectors including advertising, branding, communications, digital marketing, direct marketing, event management, public relations and sales.

The course is also ideal preparation for continuing your study at MPhil or PhD level or working as a professional researcher in marketing.

Previous graduates have started successful careers with the following companies:

  • Product Manager for Astra Zeneca, Milan
  • Brand manager for Campari, Switzerland
  • Account Executive for Blaze Communications, UK
  • Marketing Manager for Mitchells and Butlers, UK
  • Marketing Manager for Cartier, Taiwan
  • Brand Manager for L'Oreal, Greece.

By the time you graduate, you will be equipped with the skills to think and act independently, and to arrive at considered judgements and decisions in co-operation with others. You will be able to interpret information, data and ideas to produce creative solutions to problems and identify market opportunities.



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Marketing communications covers the selection and application of the main communication tools available to an organisation in pursuit of its marketing goals. Read more

Marketing communications covers the selection and application of the main communication tools available to an organisation in pursuit of its marketing goals. This work is often carried out by specialist agencies, and involves both strategic thinking and the development of creative solutions. It calls for a blend of research-based knowledge with the practice of high-level, often extremely creative, skills. The course includes a study of the tools that underpin the development of a marcomms strategy and the media platforms to deliver a marcomms campaign.

As part of the course, you will have the opportunity to study digital marketing, which makes up the syllabus for the Professional Diploma in Digital Marketing. This will prepare you to take the Diploma exams after your MA if you so wish.

The course covers the main marketing communication techniques. It provides you with a sufficient foundation in marketing to enable you to work easily with people involved throughout the marketing management process. The ultimate aim of the course is to enhance individual career advancement prospects through knowledge of how to apply academic learning to best marketing communications practice.

A highlight for many students is the residential at a Cambridge college and talks from practitioners and alumni organised throughout the course which provide an opportunity for networking and extending learning in new environments. 

Course structure

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

Year long module

In semester one you will study the underpinning concepts and strategies for marketing communications.

Semester one modules

In semester two you will study in greater depth the tools and media platforms for marketing communications. The January cohort will begin these modules during the summer school.

Semester two modules

Professional association

This course is accredited by the Digital Marketing Institute (DMI).

Internships

All students on our full-time Business Masters courses can apply to undertake the PG/MBA Internship Programme, which forms part of the Reflective Practitioner Module.

The internship allows you to test drive a career and explore one of your career interests before you complete your Postgraduate studies!

Completing an 8-12 week accredited internship helps students gain invaluable work experience. This fantastic work experience can be taken in addition to option modules. Students are responsible for finding their own internship with the support of the Business Experience Team.

To express an interest in the module, students must submit a completed application form and a copy of their updated CV. This will give students membership a dedicated website that offers exclusive access to internship vacancies, one to-one CV guidance appointments, mock interviews, employability workshops and much more.

Students can apply to London-based organisations and have the flexibility to take their internship in the summer period or alongside their studies.

Every year we receive very positive feedback from both postgraduate students and employers and expect that the internship programme will continue to remain popular amongst our students.

Find out about postgraduate internships 

Career path

As a Marketing Communications postgraduate, you can look forward to excellent career prospects in both specialist agencies and within in-house marketing departments.

Past students have gone on to successful careers in advertising, public relations, brand management, direct and interactive marketing, sales promotion, market research and data manipulation.

With the MA Marketing Communications, you'll be particularly well-placed to pursue opportunities with organisations that require marketing specialists with the ability to think strategically and develop creative solutions.

The Chartered Institute of Marketing's Introductory Certificate gives you CIM membership during your MA qualification.



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Explore Emerson's Graduate Programs. Earn your Master's degree in.  Strategic Communication for Marketing. Read more

Explore Emerson's Graduate Programs

Earn your Master's degree in Strategic Communication for Marketing to learn how to create strategic, targeted communications that build meaningful connections between consumers and the brands they choose. You will gain the tools to understand how consumers think, make decisions, and act on these decisions. With two tracks to choose from—Creating Market Communication or Planning Market Communication—you can hone your skills in strategy, or focus more on content creation and practice. Whatever track you choose, you'll be granted opportunities to work with clients, develop solutions to address consumer problems, and create initiatives that build strong bonds between organizations and their markets.

Program Details

As a student in the Strategic Communication for Marketing program, you'll have a chance to:

  • Conduct research and analyze data to identify marketing challenges and opportunities
  • Develop marketing and communication plans that connect to measurable business objectives and integrate elements of digital advertising, social media, PR, promotion, branding, direct marketing, and more
  • Customize your program through electives based on your interests and experiences 
  • Collaborate and create persuasive presentations that demonstrate how your plans will positively influence an organization’s standing in the markets served

Program Options

We offer two tracks in our 40-credit graduate program: Planning Market Communication, which emphasizes overall strategy and planning, and Creating Market Communication, which focuses on content and implementation. The program can be completed in one and a half to two and a half years, or in one year with our accelerated full-time one-year cohort option. The program consists of three core courses, three required track courses, and four electives.

With the program electives, you will have the opportunity to emphasize consumer research/behavior, global brand management, digital marketing, or managing the creative process.

One-Year Cohort Option

With the accelerated one-year cohort option, you will complete the same required core courses and a balanced curriculum of additional courses, finishing with the Capstone.

The cohort model focuses on building a strong community. You will take all your classes with the same group of fellow students, giving you lots of opportunities to collaborate and build strong relationships. After you graduate, your cohort becomes the foundation of your professional network, promoting growth and advancement well into your career. 

The Emerson Advantage

A Communication Focus

Our students will become skilled communicators who are adept at expressing powerful ideas and create compelling messages for target audiences. The program exposes students to the total marketing landscape. This unique approach closely aligns with the needs of organizations to effectively listen to and communicate with the target audience. We teach the methods and equip you with the tools necessary to effectively position a company for success in their marketplace.

Our program connects the creative and empathetic communication expertise of the marketer to the needs of the market. Strategic Communication for Marketing is the link between brand creators and the markets they serve. 

With today’s technology dramatically expanding the marketing and communication landscape, it is even more important to have a broad understanding of the building blocks used to create truly integrated marketing and communication plans.

Career Outlook

Upon graduating from Strategic Communication for Marketing, you will be prepared to create cohesive communication plans for a business with positioning that resonates with your customers. You'll be equipped with a deep knowledge of evolving strategies and media that can be used together to tell the stories of organizations operating in a global marketplace. In a competitive landscape where information is accessible in higher quantities and across more platforms than ever before, it is essential for businesses to hire marketing communication professionals who are not only great storytellers, but are also innovative problem solvers who can command today's tools and technology and seamlessly adapt to those of tomorrow.

In Demand in Today’s Market

Our program will prepare you for a career in marketing that can apply to virtually any type of business or company. Graduates of our program have pursued careers in advertising account management, account planning, public relations, marketing research, brand management, and interactive marketing. They have worked with such companies as Arnold Worldwide, the AMP Agency, Bose, Communispace, Digitas, Deutsch, Ogilvy, IBM, Lexis Nexis, New Balance, Puma, and Smash, among others.



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Gain insight into the different activities that make up the marketing mix and other essential communication strategies. Organisations today face many challenges and opportunities. Read more
Gain insight into the different activities that make up the marketing mix and other essential communication strategies.

Organisations today face many challenges and opportunities. As technology has evolved and consumer needs and wants have changed, organisations once dominant in their industries have faltered (eg, think Nokia, Yellow Pages, Kodak, or Sony), and organisations which were lesser known have prospered and come to dominate the markets they serve (think Google, Tata or Huawei). More recently, even the mighty Apple has come under increased threat from competitors who have arguably understood customer needs better, and who have been able to provide customers with superior value.

The MSc in Marketing will help you understand these issues and provide you with the skills to apply your knowledge to real world marketing challenges.

This programme is for business and management graduates as well as non-business graduates who wish to enhance their marketing knowledge and expertise. It covers all aspects of marketing, equipping the modern marketing manager with the necessary tools for a successful career. The programme places great emphasis on socially responsible marketing, and the role of marketing within society. You will learn from an internationally recognised team of marketing and business thinkers who are experts in their areas, and you will be encouraged to pursue your own development as an individual with marketing expertise, and real world skills that are in demand.

Graduates may go on to choose a career in consumer or business to business marketing. You will be equipped to work in a variety of marketing functions including marketing analytics, marketing communications, sales and brand management, in public and private sectors, NGOs, consultancies and across a diverse range of sectors and industries.

Accreditation

The Chartered Institute of Marketing (CIM)(http://www.cim.co.uk/) is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners. Kent Business School has joined forces with CIM to give students the opportunity to gain professional qualifications through CIM Graduate Gateway. CIM qualifications are highly sought after by employers, and map alongside the Marketing MSc degree, ensuring you are equipped with the best opportunities for a successful marketing career.

Funding opportunities

The Business School has a wide range of funding opportunities (https://www.kent.ac.uk/kbs/courses/msc/funding.html) for postgraduate students, which include Scholarships, Bursaries, the Double Loyalty Scheme for progressing University of Kent undergraduates and our Early Bird Scheme. The Early Bird entitles students who apply early (before 31 March 2016) and commit early, 10% off their tuition fees.

For more information on funding available from the University of Kent, please visit the Student Funding page - https://www.kent.ac.uk/scholarships/postgraduate/

About Kent Business School

Kent Business School has over 25 years’ experience delivering business education. Our portfolio of postgraduate programmes (https://www.kent.ac.uk/kbs/courses/msc/index.html) demonstrates the breadth and depth of our expertise. Academic research and links with global business inform our teaching, ensuring a curriculum that is relevant and current. We are ranked as a top 30 UK business school for the standard of our teaching and student satisfaction. We also hold a number of accreditations by professional bodies - https://www.kent.ac.uk/kbs/whychooseus/rank-accred.html

Studying at Kent Business School (KBS) gives you the opportunity to increase your employability with real-life case studies, a student council and a business society. We have strong links to local and national organisations providing opportunities for projects, internships and graduate placements. The School attracts many high-profile speakers from industry and last year included visits and lectures from staff of the Bank of England, BAE Systems, Barclays, Lloyds Insurance, Cummins, Delphi and Kent County Council.

The School currently has 60 PhD students, who form a dynamic and close-knit research community.

National ratings

In the Research Excellence Framework (REF) 2014, we were placed 25th (out of 101 institutions) in the UK for research intensity in business and management studies and 98% of our research was judged to be of international quality. The School’s environment was judged to be conducive to supporting the development of research of international excellence.

The School was also ranked 24th for its breadth and depth of research across the whole community of research active staff by the Association of Business Schools.

Course structure

Modules -

The course structure provides a sample of the modules available for this programme. This listing is based on the current curriculum and may change year to year in response to new curriculum developments and innovation. Most programmes require you to study a combination of compulsory and optional modules. You may also have the option to take ‘wild’ modules from other programmes offered by the University in order that you may explore other subject areas of interest to you or that may further enhance your employability.

Please check the module content for suitability if you have significant prior knowledge or experience of marketing.

CB9065 - Buyer Decision Making (15 credits) - https://www.kent.ac.uk/courses/modules/module/CB9065
CB9066 - Applied marketing research (15 credits) - https://www.kent.ac.uk/courses/modules/module/CB9066
CB933 - Marketing (15 credits) - https://www.kent.ac.uk/courses/modules/module/CB933
CB935 - Organisational Behaviour and Human Resource Management (15 credits) - https://www.kent.ac.uk/courses/modules/module/CB935
CB937 - Financial and Management Accounting (15 credits) - https://www.kent.ac.uk/courses/modules/module/CB937
CB952 - Integrated Marketing Communications (15 credits) - https://www.kent.ac.uk/courses/modules/module/CB952
CB953 - International Marketing Strategy (15 credits) - https://www.kent.ac.uk/courses/modules/module/CB953
CB9067 - Digital Marketing (15 credits) - https://www.kent.ac.uk/courses/modules/module/CB9067
CB900 - Corporate Responsibility and Globalisation (15 credits) - https://www.kent.ac.uk/courses/modules/module/CB900
CB9027 - New Product Development and Innovation Management (15 credits) - https://www.kent.ac.uk/courses/modules/module/CB9027
Show more... https://www.kent.ac.uk/courses/postgraduate/303/marketing#!structure

Assessment

The programme involves a taught and a project component. The taught programme is assessed by a mixture of coursework assignments throughout the year, and by examinations in May and June.

Once these are completed, students then work full time on the Marketing Report. This provides an opportunity to apply the techniques and insights presented in the programme and apply them to a particular problem area.

Programme aims

This programme aims to:

- provide a pre-experience Master’s programme, and develop specialist skills and knowledge in marketing and management, for those wishing to pursue a career in marketing and/or management
- educate individuals as managers and marketing specialists and thus improve the quality of marketing and management as a profession, through a multi-disciplinary approach to understanding markets and consumers
- provide preparation for and/or development of a career in marketing and/or management by developing skills at a professional or equivalent level, or as preparation for research or further study in the area
- add value to first degrees by developing in students an integrated and critically aware understanding of marketing and management within a wide range of organisations, and assist them to take effective roles within such organisations
- develop students’ knowledge and understanding of a variety of organisations, and the external context in which they operate
- develop the ability of individuals to critically apply marketing and management theories in a range of different contexts, through the development of cognitive, critical and intellectual skills, research skills and relevant personal and interpersonal skills
- enhance the development of lifelong learning skills to foster students’ abilities to be able to work with self-direction and originality and to contribute to business and society at large
- bring the scholarly and critical insights of the Social Sciences to bear on the subjects, activities and processes associated with marketing and management within organisations
- provide teaching and learning opportunities that are informed by high-quality research and scholarship, from within the Kent Business School and elsewhere.
- build on the University's close ties with European institutions
- support sustainable national and regional economic success and an understanding of international marketing and management practices.

Careers

You gain much more than an academic qualification when you graduate from Kent Business School – we enhance your student experience and accelerate your career prospects.

In today’s business climate employers are increasingly demanding more from new employees, we are therefore proud that they continually target our graduates for their organisations across the globe. Employers respect our robust teaching and reputation for delivering international business expertise, leading global research and an outstanding international learning experience.

From the moment you start with us, our efforts are focused on helping you gain the knowledge, skills and experience you need to thrive in an increasingly competitive workplace.

Professional recognition

Kent Business School have partnered with the Chartered Institute of Marketing (CIM)(http://www.cim.co.uk/), the leading professional body for marketers worldwide, to give you the unique opportunity to gain highly sought after CIM qualifications alongside the MSc in Marketing through their Graduate Gateway.

Kent Business School is a member of the European Foundation for Management Development (EFMD) and the Chartered Association of Business Schools (CABS); and the Kent MBA is an Association of MBAs (AMBA) accredited programme. In addition, KBS have accreditations with The Chartered Institute of Personnel and Development (CIPD) and The Chartered Institute of Logistics and Transport (CILT).

KBS is a signatory of the United Nation's Principles for Responsible Management Education (PRME), which provides a global network for academic institutions to advance corporate sustainability and social responsibility.

Learn more about Kent

Visit us - https://www.kent.ac.uk/courses/visit/openday/pgevents.html

International Students - https://www.kent.ac.uk/internationalstudent/

Why study at Kent? - https://www.kent.ac.uk/courses/postgraduate/why/

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The Rome Business School’s Master’s Degree in Marketing and Communications is the ideal academic course for professionals seeking a world-class degree programme in these disciplines, leading to a successful global career in the field. Read more

The Rome Business School’s Master’s Degree in Marketing and Communications is the ideal academic course for professionals seeking a world-class degree programme in these disciplines, leading to a successful global career in the field..

The programme’s quality teaching, its international paid internship offerings and its career and networking services all contribute to make this programme the perfect fit for anyone who is looking to rise to the top in the world of business.

Guaranteed internships in USA, Dubai or Europe

Gain unique international working experience in many influential cities of the world!The Rome Business School students will have the amazing opportunity to take part in guaranteed internship programmes in Dubai, the USA (New York, San Francisco, Boston, Miami, Los Angeles, etc.), or Europe (London, Dublin, Barcelona, Madrid, Paris, Berlin, Munich, Lisbon, Milan, Rome, etc.). The internships have a duration of at least two months and the students can express their preferences.With some of the best business and employment opportunities, it’s no surprise that these destinations attract expats from all corners of the world. If you’re looking to work in a cosmopolitan and business-oriented city, this is the right opportunity for you. The internship opportunities offered by the Rome Business School will give you the chance to learn further management models and gain experience in the world’s leading business cities.

TARGET RECIPIENTS

The Master’s Degree is designed for all those who are seeking their first exposure to the world of marketing and communications or for all those who are already working in this environment, but are seeking to expand their knowledge of their own field, all within a structured environment.

TRAINING OBJECTIVES

• Expanding the knowledge and ability to apply the most cutting-edge marketing and business communication strategies.

• Recognizing individual market components and using this understanding for better marketing management.

• Learning how to launch and manage the most effective marketing strategies.

• Forming an effective integrated marketing plan.

• Understanding the process of defining and implementing streamlined communication strategies aligned with business objectives.

• Mastering the use of communication tools and channels.

• Applying marketing and communication knowledge to a variety of business contexts.

COURSE CONTENTS

Part 1 – Defining Marketing and the Marketing Process

1. Introduction to Marketing

2. Company and Marketing Strategy

Part 2 – Understanding the Marketplace and Consumers

3. The Marketing Environment

4. Marketing Information Systems and Research

5. Consumer Markets and Consumer Buyer Behaviour

6. Business Markets and Business Buyer Behaviour

Part 3 – Designing a Customer-Driven Marketing and Communication Strategy and Mix

7. Segmentation, Targeting, Differentiation and Positioning

8. Product, Services, and Brands

9. New-Product Development and Life-Cycle Strategies

10. Pricing: Understanding and Capturing Customer Value

11. Pricing Strategies

12. Marketing Channels

13. Retailing and Wholesaling

14. Integrated Marketing Communication Strategy

15. Advertising and Public Relations

16. Personal Selling and Sales Promotion

17. Direct and Online Marketing

Part 4 – Competing on an international scale, ethically

18. Creating a Competitive Advantage

19. International Marketing and The Global Marketplace

20. Marketing Ethics and Social Responsibility

Part 5 – Special Contents

The technical/professional teaching is enriched by:

• Company tours, to get to know managerial systems and players from the inside

• Artistic-cultural programmes, aimed at stimulating creativity, innovation capability and complex system understanding

Training in interdisciplinary competencies, such as:

• Business English

• Self-marketing

• Interpersonal communication techniques and PNL

• Public speaking


A MULTICULTURAL ENVIRONMENT

The Rome Business School prizes intercultural exchange as a source of personal and professional development. Students from more than 140 countries regularly attend its courses.

TEACHING TECHNIQUES

The Rome Business School employs a wide array of teaching methods:

• Lectures

• Case study analysis

• Exercises

• Assisted private studying

• Guest speakers

• Videos

• Company tours

• Complementary cultural initiatives

LEARNING OPTIONS

The Rome Business School’s Master’s Degree in Marketing and Communications can be attended, based upon preference, either on campus or by distance learning, with the following options:

- Full-time (from Monday to Thursday)

- Executive (on Saturday)

- Professional

ENTRY REQUIREMENTS

- All applicants must have a three-year degree (or be near completion).

- Applicants for English-taught Masters must demonstrate English language proficiency.

For both the on-campus and distance learning options and in order to ensure a high quality training course, classes can consist of a maximum of 15 attendees.

INTERNATIONALITY

Rome Business School is an International Institution that has already hosted students from more than 140 countries.

Rome Business School employs university lecturers, company trainers, consultants, managers and entrepreneurs chosen because of their proven experience and skills. The faculty has a strong multicultural inclination, with representatives from diverse backgrounds and nationalities. It will synergistically leaves you with a patrimony of knowledge for your personal development.

Our selected renewed and highly competent formators are always assessed and rated by students, thanks to our quality assurance system.

Rome Business School is developing an International didactic and corporate Network, thanks to several partnerships with business schools, universities and companies



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MSc Marketing Online Programme Delivery. The programme is 180 credits with 11 modules. Read more

MSc Marketing Online Programme Delivery

The programme is 180 credits with 11 modules. Classes are 7 weeks long and the full programmes consist of 90 credits core courses, 45 credits focused on marketing electives and/or business electives, and a 30-credit dissertation (with a supporting 15-credit Research Skills module). The programme can be completed in 2 years. Classes are 100% online, and you’ll join a diverse group of professionals from a variety of industries. You’ll participate in class discussions, lectures and assessments at your own pace. Collaborate with fellow students, faculty, and staff to tackle case studies and challenges from the marketing field. At the same time, you’ll enjoy the advantage of building a career network while completing your postgraduate degree.

Class materials are accessible 24/7, and courses are delivered in an innovative online learning environment. We offer six intakes per year so you can start your online postgraduate marketing degree when you’re ready. A Student Support Advisor will work with you throughout the programme to help you succeed.

The online marketing programme’s dissertation is designed to test your cumulative knowledge. You’ll be asked to apply classroom concepts, experience, and theory to a real-world scenario. The dissertation portion of the online programme may be a valuable portfolio piece that shows potential employers the direct application of your marketing degree.

MSc Marketing Online Curriculum

Core Modules - 90 Credits

Marketing Strategy

 The aim of this module is to introduce marketing as a central feature of the strategic planning process. The American Marketing Association defines marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. A marketing perspective focuses on an in-depth and critical understanding of desires and decision processes of customers and businesses. This module will introduce the stages of an organisation’s marketing strategy as: strategic analysis; strategic choice; strategic implementation; and monitoring and control. Understanding the processes involved in these stages, from both theoretical and practical perspectives will develop participant’s awareness of the changing role of marketing in today’s organisations. The module content is structured around practical examples and case studies that aim to help you develop skills of critical analysis and problem-solving.

Understanding Consumer Behaviour

The aim of the module is to understand the behaviour of people as consumers and the strategic implications of this understanding for marketing managers. This understanding is one of the critical components of marketing analysis in examining and diagnosing problems and reaching effective decisions. Principles from several social sciences including psychology, sociology, and anthropology are integrated to understand and analyse consumer actions, experiences, feelings, and judgment processes.

Integrated Marketing Communications

Consumers find themselves increasingly surrounded by media and marketing-related messages and the impact of technology, and digital communication are transforming the way consumers interact with each other and organisations. Consumers are active and engaged, often generating their own content and co-creating communications with producers and other consumers. This raises both opportunities and challenges for organisations. This module will give students an in-depth understanding of the marketing communication mix both from a theoretical and practical perspective, exploring how different forms of communication work together, acknowledging the development of the new mediums by which organisations may communicate with stakeholder and influencer groups and how such communications affect business and society.

Principles of International Business

Business is increasingly international in scope as managers take advantage of greater access to foreign markets, not only to sell products, but also to access inputs, knowledge and skills. This module addresses several questions. ‘How does becoming an international business change a company that previously operated only in the home market?’ ‘How are its resources and capabilities challenged and transformed by internationalisation?’ ‘What factors determine an international business is successful?’ While many practical examples are provided, focus is given to developing an analytical approach to addressing these questions, drawing on two perspectives. These are the Resource Based View, which focuses on the resources and capabilities of the firm and the Institution Based View which requires studying the differences in the business environment around the globe, to which successful companies need to adapt. The module considers political, economic and cultural difference and the strategies companies adopt when conducting business across national boundaries.

Marketing Analysis & Research

The aim of this module is to provide knowledge on the qualitative and quantitative methodologies used in market research, which provides a foundation to understand markets and consumers. A variety of qualitative and quantitative data collection and data analysis methods for descriptive, causal, and exploratory research designs will be discussed and compared, alongside the utilisation of these techniques in market research. The research design process (problem identification, proposal writing) will also be taught.

Digital Marketing Strategy

This module focuses on the role and consequences of digital technology and social media developments for marketing theory and practice. Digital marketing has fast become an essential area of marketing for many, if not all, organisations. Digital marketing is not only marked by significant cultural changes, but also changes in the ways that marketers operate and relate to consumers. Along with these changes come far-reaching implications related to data security and privacy, social relations, mixed realities, and Big Data, among many others. Looking across a variety of issues within digital marketing, the course interrogates the relationship between digital and ‘traditional’ marketing strategy, with a critical eye to societal implications. As such, this course begins by examining theory around marketing, particularly from a sociological perspective to consider how ‘consumers’ engage with digital marketing and what it means to live in a digital world. Next, the course examines digital marketing practices that are now integral, if not essential, to marketing strategy from a ‘real world’ perspective, including the role and practice of communication, market research, campaign planning and evaluation. Finally, the course considers the implications of digital marketing, not only related to marketing practice but also to the social.



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The MSc in Economics and Business Administration – Strategic Communication focuses on the strategic, organisational and managerial opportunities and challenges related to companies’ communication with its various stakeholders. Read more

The MSc in Economics and Business Administration – Strategic Communication focuses on the strategic, organisational and managerial opportunities and challenges related to companies’ communication with its various stakeholders. This specialisation qualifies the students to master the complex processes and practices of strategic communication specifically within the areas of brand and social media management and innovation, integrated marketing and organisational communication. 

Strategic discipline

The specialisation in Strategic Communication prepares the students for setting strategic goals that aim to create value for employees, markets, organisations and society; to assess how different social, cultural and economic contexts and stakeholders affect strategy selection and execution; and to master the complex processes of strategic communication, including the design, execution and management of brand and communication strategies and activities.

Close collaboration with businesses

Teaching activities therefore include hands-on work with real cases and guest lectures. Students are also encouraged to include an internship in a company (in Denmark or abroad) in the third semester of the programme.

Want to know more about the programme? >>

Programme structure

The programme has a duration of 2 years and consists of 4 semesters.

1st semester: Prerequisite courses

Students will follow three prerequisite courses in the first semester of the programme, focusing on advanced knowledge of organisational and brand management theories, which is crucial for the analysis, understanding, critical assessment and solving of communication problems.

Advanced knowledge on analysing and understanding organisations and organisational practices will be gained in the course Organisational Theory. Various analytical frameworks will be presented, with which the students will learn how to understand and navigate organisations.

The topic of brand management will be focused on in the course Brand Management Theory .This area will be looked upon with differen approaches including: different communicative asumptions, philosophic underpinning and methodological preferences.

The course Management Research Methods provides the students with advanced insights into scientific research designs, processes and standards with a particular emphasis on the specific research methods and methodologies relevant for studying strategic communication in and from organisations.

2nd semester: Specialisation courses

The second semester consists of three courses which will cover the key disciplines within strategic communication, which in combination provide the students with thorough insights into the various processes and practices of internal, external and integrated strategic communication:

Students will gain skills in analysing, identifying and solving communication problems related to managerial and organisational challenges as well as in managing communication at individual, group, organisational and societal level in the course Organisational Communication.

The course Integrated Marketing Communication will give the students advanced insights into marketing communication management, including understandings of the actual processes and models for analysing the economic, social and cultural contexts, setting goals and objectives, developing marketing communication strategies and outlining their creative execution. Additionally, topics of various organisational and managerial challenges and opportunities in working with the integration of communication and communication processes at different levels will be covered.

Lasty, the second semester contains the course Social Media Management. The goal of this course is to enhance our understanding of how new digital and social technologies impact and enable communication, collaboration and innovation in the contemporary business environment. It provides the students with skills for analysing, designing, implementing and evaluating effective social media management and communication practices in view of the overall corporate setting and communication strategy. 

3rd semester: Electives or study abroad

In the third semester you can choose elective courses within your areas of interest. The courses can either be taken at Aarhus BSS during the semester, at the Summer University or at one of our more than 300 partner universities abroad. You can also participate in internship programmes either in Denmark or abroad.

4th semester: Final thesis

The fourth semester is devoted to the master's thesis. You may choose the topic of the thesis freely and get a chance to concentrate on and specialise in a specific field of interest. The thesis may be written in collaboration with another student or it may be the result of your individual effort. When the thesis has been submitted it is defended before the academic advisor as well as an external examiner.

Read more about the programme and the courses here >>



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This degree is designed for graduates wishing to start, or further develop, careers in marketing. Read more
This degree is designed for graduates wishing to start, or further develop, careers in marketing. It explores the principles, theoretical concepts and practice of marketing within the context of business and management and will focus on developing academic and applied skills in Marketing including advertising, brand management and loyalty, customer service, public relations and market research.

For the Advanced Taught Programme students will choose four Applied Business Projects from a list which currently includes the following titles:

1. e-Business and Value Chain
2. Human Resource Management
3. International Business
4. Investment and Private Banking
5. Operations Management
6. Business Planning

Compulsory modules:

Marketing Strategy: This module critically evaluates the contributions of various schools of thought in marketing, and examines the relevant analytical models and management practices, with emphasis on the strategic importance of marketing to all organisations.

Management Research: This module analyses the philosophical basis for research in the management sciences, and examines a number of key methodological issues and approaches. Research designs for both quantitative and qualitative research methodologies are developed, including interviews, case studies, focus groups, surveys and experiments.

International Marketing: The globalization of companies is the involvement of customers, producers, suppliers, retailers and other stakeholders in the global marketing process. International marketing reflects the trend of companies selling products and services across national boundaries. This module provides an overview of contemporary international marketing issues and trends as well as the international marketing planning process. On completion, students will be conversant with the theories, instruments, realities, debates and recent developments in the field, and be capable of researching, devising and applying solutions to key decisions regarding international market entry strategies and the development and management of global brands.

Consumer Behaviour in a Global & Digital World: This module will introduce students to the main theories which purport to explain consumer behaviour from the perspective of gaining an understanding of the consumer as an individual as well as how consumers are influenced by their cultural environment. Given that the internet has become an essential part of modern day life this module will provide students with an understanding of how consumer behaviour is impacted as a result of changes in the way goods and services are marketed and sold online. This module also examines the critical issues and trends whereby the internet has changed consumer behaviour spanning across traditional/geographic boundaries.

Finance for Managers: This module is designed for those who aim to achieve a basic understanding of financial management and control, and who require an understanding of finance in order to manage an organisation effectively. Financial planning and control are central themes, as well as the appraisal techniques of investment projects.

International Marketing Communication: This module examines the processes by which integrated marketing communications (IMC) programs are planned, developed and executed. Individual communication vehicles included in an Integrated Marketing Communication plan are explored.

Optional modules (choose 2):

Your optional modules must include AT LEAST ONE of the following:

International Strategic Management: This module analyses strategic decision-making within business. You will develop a critical understanding of the strategic processes of business management, the interconnections with the functional domains of marketing, human resource management and corporate finance, and the management of knowledge systems.

Organisations and People: This module examines key issues arising from contemporary research in organisational behaviour (OB) and human resource management (HRM). It provides an integrated analysis of management, organisations and people, developing the conceptual, strategic and practical skills necessary for managers in complex, global organisational contexts.

Other optional modules include:

New Venture Creation: This module examines the processes whereby organisations and individuals develop and utilise their knowledge bases. Successful knowledge management hinges on people, culture and technology. As such it has professional and academic links with organisational behaviour and organisational learning.

Knowledge Management: This module examines the processes whereby organisations and individuals develop and utilise their knowledge bases. Successful knowledge management hinges on people, culture and technology. As such it has professional and academic links with organisational behaviour and organisational learning.

Contemporary Issues in Management: This module develops several theories and concepts in contemporary management theory and practice. It provides a detailed and critical analysis of management, further developing the conceptual, strategic and practical skills necessary for managers in complex, global organisational contexts.

Marketing Financial Services: This module surveys the tools of modern financial services marketing, focussing on the key methods of financial services marketing in the acquisition of customers and sale and distribution of financial services. The module progresses considering consumer behaviour, the changing customer demands, consumer heuristics and biases and ways in which financial services marketing has succeeded and failed.

Public Sector Management: This module identifies the distinctive characteristics of the public sector in a competitive market-driven environment. Organisational forms in the public sector are reviewed, in the light of the changing culture of public services, competition, best value and public expectations.

Global Business and Culture: This module will enable students to develop a systematic understanding of the challenges of managing across national boundaries. Culture is assessed in the context of a range of contemporary classifications and discussed in a variety of conceptual, methodological and practical situations relating to the measurement and application of culture at various levels of analysis (national, industry, corporate, individual). On completion, students will be conversant with the theories, instruments, realities, debates and recent developments in the field, and be capable of researching, devising and applying solutions to key decisions involving culture as an input. Case studies are used to illustrate the complexities of cross-cultural negotiations, international expansion, and cross-border alliances/ mergers & acquisitions.

International Business: This module analyses the conditions in the international environment that drive trade between nations involving multinational enterprises (MNEs), small and medium-sized enterprises (SMEs) and the public sector.

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Accredited by the Chartered Institute of Marketing (CIM) this course provides the unique opportunity to gain both work experience and a post graduate education in integrated marketing communications. Read more
Accredited by the Chartered Institute of Marketing (CIM) this course provides the unique opportunity to gain both work experience and a post graduate education in integrated marketing communications.

Your choice to study this programme will enable you to develop internship experience embedded in the MSc Marketing Communications , achieve a thorough education in Marketing Communications, be exposed to practitioners in the field of marketing communications through guest lectures and workshops and be prepared for either client or agency side of marketing communications.

The MSC Marketing Communications (with Internship) offers students the opportunity to work in industry for up to 5 months full time or longer part time. The programme offers the opportunity for students to reflect upon their learned skill set to enable further development of their professional career development.

Collaboration with client companies and agencies will guide the programme structure and content. Direct practitioner involvement in lectures and presentations offering cutting-edge topics and analysis.

Teaching and learning

The course offers a highly qualified teaching team of strong, research-active marketing communications academics who have published widely in books, journals and reviews. The team has broad industry experience in marketing communications as consultants, senior managers and agency directors.

Student engagement with industry-led research, practitioner shadowing and career opportunities feature as does access to the growing LSBU Marketing alumni network that actively participates in career and marketing events and regularly provides job opportunities.

Student on this course have the added advantage of having access to the substantial international marketing communications and consumer behaviour research undertaken by the Ehrenberg Centre for Research in Marketing, based at London South Bank University. Members of the Centre, as well as visiting researchers from the Ehrenberg-Bass Institute in Adelaide will continue to disseminate new findings to students.

Careers

Marketing executives help develop marketing campaigns to promote a product, service or idea. The work can be exceptionally varied – from sourcing and placing adverts, to producing marketing materials such as leaflets and e-newsletters, to organising events.

Excellent writing and confident presentation skills are essential to work in marketing. Good people skills are also a must as networking is particularly important. So is having a creative and adaptive mind.

A traditional career path leads from marketing executive to senior marketing executive, then to marketing manager, and finally to marketing director. However the marketing industry is very broad, with many companies in all different sectors requiring varying degrees of marketing expertise, so options for progression vary considerably.

Graduate success

Successful graduates having gained valuable work experience will be equipped to work in a variety of organisations including multinational and global companies, public sector organisations, charities and start-ups. Many of our alumni work for advertising, brand, and market research agencies. Equally our graduates are successful in client-based companies such as manufacturers and banks.

Alumni connections

Students will have direct access to the growing LSBU Marketing alumni network that actively participates in career and marketing events and regularly provides job opportunities. Our Alumni currently work in a wide range of marketing careers across the world, including corporate marketing, advertising and communication, as university academics, and in public sector and not for profit marketing functions.

LSBU Employability Services

LSBU is committed to supporting you develop your employability and succeed in getting a job after you have graduated. Your qualification will certainly help, but in a competitive market you also need to work on your employability, and on your career search. Our Employability Service will support you in developing your skills, finding a job, interview techniques, work experience or an internship, and will help you assess what you need to do to get the job you want at the end of your course. LSBU offers a comprehensive Employability Service, with a range of initiatives to complement your studies, including:

• Direct engagement from employers who come in to interview and talk to students
• Job Shop and on-campus recruitment agencies to help your job search
• Mentoring and work shadowing schemes.

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Advanced communications practitioners can give companies a strong competitive edge, taking their brand into global markets through well-executed advertising campaigns, targeted communications and clear, sustainable strategies. Read more

Advanced communications practitioners can give companies a strong competitive edge, taking their brand into global markets through well-executed advertising campaigns, targeted communications and clear, sustainable strategies. Our MSc is designed for graduates and practising managers already familiar with basic marketing concepts. Building on your existing skills, you will develop an advanced knowledge and understanding of integrated marketing communications within a strategic marketing context and managerial framework. 

Recognised by the Economic and Social Research Council (ESRC) and accredited by the Chartered Institute of Marketing (CIM), this programme will prepare you for a high-level career in marketing communications. You will develop your critical awareness of contemporary strategic marketing issues, have a clear understanding of the role of communications in marketing, and take a critical approach to planning, creating, managing and evaluating communications campaigns, incorporating both traditional and new media.

Course details

This programme is designed for recent graduates and practising managers already familiar with basic marketing concepts. It will enable you to develop advanced knowledge and understanding of the theory and practice of integrated marketing communications but within a strategic marketing context and managerial framework.

This programme is accredited by The Chartered Institute of Marketing (CIM).

The programme will develop your critical awareness of contemporary strategic marketing issues, the role of communications in marketing, and a critical approach to the principles and practice involved in planning, creating, managing and evaluating communication campaigns which incorporate both traditional and new media.

Programme content

Core modules include:

  • Contemporary Issues in Strategic Marketing
  • Marketing Analytics
  • Marketing Communications
  • Advertising and Sales Promotions
  • PR and Media Skills
  • Direct and Interactive Marketing

These are followed by the opportunity to deepen and apply your understanding of marketing communications through a range of specialist elective modules and a major personal research dissertation or company project.

Learning and teaching

Through working on two major consultancy projects you will develop an understanding of the principles and challenges of consulting in the communications sector and develop skills in facilitation, communication, negotiation, project management, problem-solving, relationship-handling, project leadership and team work. Part of your skills training will take place off campus at the university's Priestley Centre on Lake Coniston in Cumbria. 

Your projects will link to real live communication issues facing organisations – evaluating consumer reactions to recent advertising campaigns, developing media plans, evaluating approaches to branding, or developing new web designs. Your performance on your two projects (one group-based and one individual) will be evaluated not just on content but also your professionalism and client relations. Your second project will also form part of your dissertation. You will also have some media skills training as part of the programme.

There are a host of potential topics for an international marketing dissertation.

Topics have included:

  • International marketing strategies for a new cosmetics brand
  • Comparative analysis of Nestle’s marketing strategies in Europe and Africa
  • Positioning strategies for car manufacturers in China
  • Launching and licensing new magazine concepts in Thailand
  • Standardisation vs adaptation in international advertising
  • The impact of country of origin on the marketability of Georgian wines
  • Evaluating franchising vs concessions for an international fashion brand

The home of Birmingham Business School is University House, conveniently situated on the edge of the main campus opposite the main gate of the University. To the elegant old house of 1908, that houses staff rooms and social space, a new multi-million pound state of-the-art teaching and learning complex has been added giving a unique combination of historic elegance and cutting-edge facilities.

Our students benefit from advanced teaching technology. All fifteen lecture theatres and seminar rooms contain comprehensive audio-visual equipment and sound systems, as well as wireless connectivity and data projection. Three large PC clusters add to computing facilities already available to students across the campus. The main lecture theatre, seating 200, is often utilised outside term-time as a conference facility for local industry.

Birmingham Business School’s brand new Postgraduate Teaching Centre opened its doors to students in autumn 2016. The building is called the Alan Walters Building after the noted economist of the same name. The high quality facilities provide a dedicated space for the Business School’s postgraduate students, and includes communal areas for studying and group work, which will look out over the Green Heart when completed in 2019.

Employability

Recent graduates from our marketing programmes have gone on to work in a wide range of careers in companies such as Microsoft, Ogilvy & Mather, American Express, Accenture, Whitbread, Beiersdorf, DaimlerChrysler, AstraZeneca, Tesco, AC Nielsen, Mazda Motors, Leo Burnett, Nissan, both in the UK and in their home country for returning international students. 

Strong industry links

We enjoy active and close links with industry and the financial community. Many of our programmes have input from organisations such as GE, Biersdorf and Accenture. Companies such as HSBC, BP, Unilever and Deloitte visit the School to run workshops and business games, ensuring that you have the opportunity to put the theory you have learned into practice.

Particular programmes also offer the ability to obtain first-hand experience in the form of either work placements abroad or UK based consultancy projects with companies such as Jaguar, Aston Villa Football Club and Cadbury.

Careers in Business

Careers in Business is a dedicated service for postgraduate Business School students. We’ll help you in all aspects of your career management, from planning your job-seeking strategies, applying for jobs, preparing for interviews and assessment centres and developing your essential employability skills. At the start of your programme you will receive an email from our team, giving details of how you can access Careers in Business Online. Please get in touch to find out how our Careers in Business team can support you.



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Accredited by the Chartered institute of Marketing (CIM) this programme is an excellent choice if you wish to gain valuable work experience in Marketing as it provides undergraduates from a variety of disciplines a unique opportunity to gain both work experience and an education in marketing. Read more
Accredited by the Chartered institute of Marketing (CIM) this programme is an excellent choice if you wish to gain valuable work experience in Marketing as it provides undergraduates from a variety of disciplines a unique opportunity to gain both work experience and an education in marketing.

Your choice to study this programme will enable you to develop internship experience embedded in the MSc Marketing (with Internship), achieve a thorough education in Marketing and business, as well as choose up to a third of your modules so that you can specialise in a number of different areas.

The programme offers up to 5 months of work experience through internships and the necessary education in Marketing to help you to succeed in your future career. The benefits of taking this course are clear; work experience for your CV and a rigorous academic postgraduate programme to help you on your way to secure a thriving career in Marketing.

To reflect your personal interests and develop your specialist areas, you can choose as much as a third of the taught modules. Specialist areas include brand and product management, marketing communications, digital marketing, evaluation through metrics, marketing research, supply chain management, and pricing.

Modules

Year 1

Contemporary marketing
Financial and HR management for marketing
Managing strategy and change
Research methods

Electives:

International brand management
International pricing and performance
Integrated marketing communications
Social marketing strategy
International marketing
Global operations
Emerging issues in marketing communications
Market driven marketing
Digital and social media
Public relations

Year 2

15,000 word research dissertation as well as internship reflective practice project.

[Teaching and learning]]

The highly qualified teaching team has broad industry experience in various areas of marketing, such as product management, market research and marketing communications. They are also research active, widely published in books, journals and reviews. The Ehrenberg Centre for Research in Marketing, based at LSBU and the Ehrenberg Bass Institute in Australia regularly contribute to the curriculum and industry practitioners are often invited into the classroom.

Employability

Successful graduates having gained valuable work experience will be equipped to work in a variety of organisations including multinational and global companies, public sector organisations, charities and start-ups.

Alumni connections

Students will have direct access to the growing LSBU Marketing alumni network that actively participates in career and marketing events and regularly provides job opportunities. Our Alumni currently work in a wide range of marketing careers across the world, including corporate marketing, advertising and communication, as university academics, and in public sector and not for profit marketing functions.

LSBU Employability Services

LSBU is committed to supporting you develop your employability and succeed in getting a job after you have graduated. Your qualification will certainly help, but in a competitive market you also need to work on your employability, and on your career search. Our Employability Service will support you in developing your skills, finding a job, interview techniques, work experience or an internship, and will help you assess what you need to do to get the job you want at the end of your course. LSBU offers a comprehensive Employability Service, with a range of initiatives to complement your studies, including:

• Direct engagement from employers who come in to interview and talk to students
• Job Shop and on-campus recruitment agencies to help your job search
• Mentoring and work shadowing schemes.

Read less
Description. This degree is designed for graduates wishing to start, or further develop, careers in marketing. Read more
Description

This degree is designed for graduates wishing to start, or further develop, careers in marketing. It explores the principles, theoretical concepts and practice of marketing within the context of business and management and will focus on developing academic and applied skills in Marketing including advertising, brand management and loyalty, customer service, public relations and market research.

The programme will also develop students’ knowledge and skills across a broader range of business and management subjects, including organisations, their management and the changing external environment in which they operate and develop students’ ability to take a strategic overview of business and organisational issues.

An important objective is to provide relevant analytical training in the latest strategic, managerial and industrial developments in Marketing both the public and private sectors. We look at marketing at local, national and global levels developing skills in strategic analysis, problem-solving and decision making.

The programme will prepare students for a career in marketing or in business and management. Students may choose to undertake a dissertation in a business or marketing topic. The Bangor Business School has a Chartered Institute of Marketing student chapter which enables our students to become involved in real life issues and enjoy hands-on experience of Marketing.

MA Business and Marketing course structure

Compulsory modules:

Research Methods
This module equips students with knowledge of intermediate and advanced research methods, which they will encounter in other modules and in their dissertations. The module also provides a basis in research methodology for those who may eventually wish to pursue research degrees.

Marketing Strategy
This module critically evaluates the contributions of various schools of thought in marketing, and examines the relevant analytical models and management practices, with emphasis on the strategic importance of marketing to all organisations.

Management and Organisational Behaviour
This module provides an integrated analysis of management as an academic discipline, drawing on the work of classical and contemporary writers in the field, and as a practical strategic activity in a dynamic environment of continual change.

Corporate Strategy
This module analyses strategic decision-making within business. You will develop a critical understanding of the strategic processes of business management, the interconnections with the functional domains of marketing, human resource management and corporate finance, and the management of knowledge systems.

Human Resource Management
This module develops a critical awareness of the key human resource management issues that arise within organisations. You will examine the theory and practice of human resource management in a variety of organisational settings, including an international dimension.

Marketing Communications
This module will examine the processes by which integrated marketing communications (IMC) programs are planned, developed and executed as well as the influencing factors. Individual communication vehicles included in an Integrated Marketing Communications plan are also explored.

Relationship Marketing
This module builds on the fundamental concepts examined in the Marketing Strategy module by exploring Relationship Marketing theory and practice in a range of global environments and business contexts. Theoretical approaches, integrated with relationship marketing models and analytical tools will be used to develop managerial understanding and competence.

Management Research
This module analyses the philosophical basis for research in the management sciences, and examines a number of key methodological issues and approaches. Research designs for both quantitative and qualitative research methodologies are developed, including interviews, case studies, focus groups, surveys and experiments.

Finance for Managers
This module is designed for those who aim to achieve a basic understanding of financial management and control, and who require an understanding of finance in order to manage an organisation effectively. Financial planning and control are central themes, as well as the appraisal techniques of investment projects.

Plus Optional modules - choose 3 from:

- Business Planning

- European Business

- Knowledge Management

- International Business

- New Venture Creation


Dissertation - approximately 10,000 words

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This Masters degree gives you the opportunity to study in two European countries and achieve two Master's awards within one year. Read more

This Masters degree gives you the opportunity to study in two European countries and achieve two Master's awards within one year. Take advantage of the leading management and digital expertise at ESCEM School of Business and Management (France) and University of Greenwich's Business School (UK).

As part of this programme, you will also undertake a work placement which will equip you with essential skills necessary for your future career. 

You will strengthen your intercultural competence, learn how to develop integrated communications strategies, and benefit from both institutions' extensive networks.

This course is designed to provide graduates and professionally qualified managers with understandings of key aspects of marketing communications and the necessary skills to research, assess and evaluate aspects of the communications mix.

Two Master's awards

On completion of the requirements of both institutions, you will be awarded two degrees:

  • MA Strategic Marketing Communications from the University of Greenwich and,
  • MSc International Marketing Communications from ESCEM School of Business and Management in France.

The entire programme is delivered in English and no knowledge of French is required.

Location

The first term is located at our Greenwich Campus in London and the second is Tours Campus in France. The third term is usually in the UK or another chosen country by negotiation. 

University of Greenwich Business School

Greenwich Campus is on a World Heritage Site on the banks of the River Thames. We enjoy strong links with industry and work with employers to develop relevant programmes accredited by professional bodies. We were the first UK University to offer a specialist degree in marketing communications and continue to develop our innovative portfolio. 

ESCEM School of Business and Management

ESCEM puts students into real business situations, pushing them to explore new ways of learning and encourage independent thinking. Campuses are located in Tours, Orléans and Poitiers which welcome more than 65,000 students a year.

You will be taught in Tours which is listed as a UNESCO World Heritage Site and a perfect example of French art, history and excellence. It is a metropolis in the heart of the Loire chateaux valley and is host to several international competitive clusters, know as a tech hub.

Find out more about ESCEM Tours Campus: http://www.escem.fr/en

Scholarship

A limited number of students may be eligible for a scholarship through the Erasmus+ overseas exchange programme. Further details will be provided upon successful receipt of an unconditional/conditional offer on the programme.

Outcomes

This degree aims to:

  • Foster a creative yet systematic approach to problem-solving in communications via both academic and practical activities in the UK and France
  • Develop, improve and extend your analytical, conceptual, research and consultancy skills in strategic marketing via industrial links in the UK and France
  • Provide you with a set of tools and a range of skills to become a more effective communicator, negotiator and coach.

What you'll study

Term 1 University of Greenwich courses (60 credits)

  • Foundations of Scholarship
  • Developing Advertising and Promotional Strategy (30 credits)
  • Inside the Customer's Mind (15 credits)
  • Research Methods (15 credits)

Term 2 ESCEM courses (60 credits)

  • International Negotiations in Marketing and Communications (10 credits)
  • International Public Relations and Sponsorship (10 credits)
  • Branding Strategy in International Business (15 credits)
  • Communications and Social Media Marketing (10 credits)
  • Global Communication Strategies (10 credits)
  • Business Strategy Simulation (5 credits)

Term 3 Cross sessional - Recruiting Institution

  • Dissertation Project (30 credits)
  • Work Placement (30 credits)

Assessment

You will be assessed through a wide range of methods, including individual and group presentations, tests, reports, essays, article reviews, examinations and a project.

Professional recognition

Students can usually gain exemptions from Chartered Institute of Marketing and Institute of Direct Marketing examinations.

Careers

You will be able to work as a marketing/marketing communications manager, brand strategist, social media strategist, corporate media executive, marketing research manager or marketing/communication consultant in a wide range of multinational companies, non-government and public sector organisations, and consultancies.

Employability

You can reach out to top employers through our dedicated Business School Employability Office (BSEO).

Our team focuses on developing your employment skills through CV support, interview skills workshops and guidance through mentors to progress in the industry. 

The BSEO team was shortlisted for the Times Higher Education Leadership and Management Awards; which shows their dedication to actively support career development.

Industry contacts

Industry experts provide guest lectures, career development advice and curriculum input. Sector professionals are involved in developing content and teaching on various courses.

As part of our continuing Big Picture guest seminar series, senior executives are invited to pass on their insights and experience.

Extracurricular activities

The student Marketing Society has over 100 members. The Society combines a mixture of academic and social activities. It's a great chance to hear about the industry from experts, previous speakers include IBM and Mediacom, and an opportunity for you to create business contacts.

Our marketing students achieved first place in the latest national marketing competition organised by the Institute of Direct and Digital Marketing.

Rankings

Our marketing programmes are ranked among the top five for student satisfaction and second overall in London by the Complete University Guide 2017.

Greenwich is one of the top two most globally diverse universities in the UK, US, Australia and New Zealand, by Hotcourses Diversity Index.

We have also been named as one of the "most international" universities on the planet by Times Higher Education magazine (2016).



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Accredited by the Chartered Institute of Marketing (CIM), this course will equip you for a career in the marketing arena in areas such as corporate marketing, advertising, public relations and market research. Read more
Accredited by the Chartered Institute of Marketing (CIM), this course will equip you for a career in the marketing arena in areas such as corporate marketing, advertising, public relations and market research.

This programme will familiarise you with the concepts and tools of marketing communication and its vital role in business enabling you to implement both the tactical and strategic decisions available to the marketing communications manager.

The core units provide the student with the necessary grounding in the marketing communications field. In addition to core marketing units the course provides specialist units in advertising, public relations and options in associated fields. In addition the contemporary themes associated with Integrated Marketing Communications (IMC) will also be developed.

Modules

Integrated marketing communications (20 credits)
Cross cultural buyer behaviour (20 credits)
Creative and media strategy (20 credits)
Emerging issues in marketing communications (10 credits)
International brand management (20 credits)
Research methods (20 credits)
Dissertation 20,000 words (60 credits)

Plus one elective unit (10 credits):

Public relations
International marketing
Social marketing strategy
Market driven marketing
Digital and social media

Graduate success

LSBU Marketing graduates are employed in a variety of organisations such as OgilvyOne Worldwide, eSearchVision, Osney Media.

Alumni connections

Students will have direct access to the growing LSBU Marketing alumni network that actively participates in career and marketing events and regularly provides job opportunities. Our Alumni currently work in a wide range of marketing careers across the world, including corporate marketing, advertising and communication, as university academics, and in public sector and not for profit marketing functions.

LSBU Employability Services

LSBU is committed to supporting you develop your employability and succeed in getting a job after you have graduated. Your qualification will certainly help, but in a competitive market you also need to work on your employability, and on your career search. Our Employability Service will support you in developing your skills, finding a job, interview techniques, work experience or an internship, and will help you assess what you need to do to get the job you want at the end of your course. LSBU offers a comprehensive Employability Service, with a range of initiatives to complement your studies, including:

• Direct engagement from employers who come in to interview and talk to students
• Job Shop and on-campus recruitment agencies to help your job search
• Mentoring and work shadowing schemes.

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Our Master's programme in Marketing and Management covers core business practices and marketing principles, giving you the range of competencies you need to become marketing professional or pursue a management career with a specialism in marketing. Read more

Our Master's programme in Marketing and Management covers core business practices and marketing principles, giving you the range of competencies you need to become marketing professional or pursue a management career with a specialism in marketing.

You do not need to have a first degree in business, marketing or management; the programme is designed for those seeking to build a broad knowledge base in order to launch their career, change career direction, or take the next step in an existing career.

You’ll develop a critical understanding of management subjects including:

  • operations management
  • international business
  • economics
  • human resource management
  • finance and accounting

You’ll also build key marketing knowledge and skills, including:

  • marketing strategy
  • marketing communications
  • services marketing
  • consumer behaviour

About our students

Find out about our MSc student cohort, broken down by nationality, age, and the level of award achieved.

Professional accreditation

We are proud to be in an elite group of business schools to hold the triple accreditations of Equis, AMBA and AACSB, often referred to as the "Triple Crown".

"The MSc taught me to become a high standard marketing professional. This degree and the career service support during the course really helped me achieve my goals"

Mart Postma, Junior Brand Manager for Heineken

What you will study

This programme is designed to provide you with a thorough grounding in the multiple disciplines of marketing and management, underpinned by the main concepts and theories. The programme contains an international dimension. The aim is to produce fully rounded managers with an emphasis on marketing by combining marketing theory and practice with a detailed treatment of other subjects concerned with the management of organisations.

Modules

Core

Option

Learning and assessment

The programme is summatively assessed by a mixture of written examinations, assessed coursework, case studies, group projects and multimedia presentations.

Assessment is integrated with learning and teaching to support and demonstrate achievement of the learning outcomes for individual modules and the programme as a whole.

Emphasis is place on the feedback function of formative assessment as part of the learning, teaching and assessment strategy as a whole.

Career prospects

The MSc provides students with the opportunity to enter or boost their careers in both marketing and general management.

Typical roles include marketing management, business development, brand management, product management, account management, PR and communications, media marketing, consultancy and self-employment.

Study abroad

Students have an opportunity to broaden their international experience by taking part in study tours embedded alongside our programmes throughout the year. These tours are provided by the Faculty where all expenses are covered. Previous tours have included trips to Bahrain (Ahlia University) and Qatar (Qatar University).

These tours help our students to gain knowledge about international business and entrepreneurship, as well as providing opportunities to practice and develop communication and interpersonal skills. Students are given a hands-on opportunity to apply the knowledge they have gained in class, all whilst becoming more aware of diverse cultures and strengthening international relationships.

Students take part in a dynamic mix of both theory and practice-related activities including: interactive problem-solving workshops, company visits, talks by guest speakers (from the public and private sector), cultural visits, and social activities.

Study support

You'll be allocated a Personal Academic Tutor, who will provide you with personal guidance and support.

Module leaders and tutors are accessible, providing office hours and appointments in order to support your learning beyond class contact.

The Effective Learning Service (ELS) is a dedicated facility within the Faculty of Management and Law, established to support our students to maximise their academic learning (e.g assignments and examinations) as well as help overseas students adapt quickly to UK academic requirements.

The ELS provides a huge range of services, including various workshops run during term time, 1-1 consultations and vast printed and online resources to cater for every possible development area

These are in addition to the wide range of students support that are offered by the University of Bradford at the City Campus.

Research

The strong research culture of the School of Management faculty informs the teaching and learning of our students.

Our extensive industry networks provide the avenue for application of this knowledge.



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