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Course content

With its unique focus on the digital and analytical aspects of marketing, this marketing management degree will place you at the cutting edge of marketing practice.

Introducing your degree

The rise of digital and online marketing has created two key business challenges – how to optimise the use of digital marketing techniques and how to interpret the complex datasets these techniques generate. With its unique focus on the digital and analytical aspects of marketing, MSc Marketing Management will equip you with the skills employers are looking for. You’ll gain a thorough grounding in key marketing concepts and techniques, both online and offline. A choice of optional modules, such as the popular Luxury Marketing module, will enable you to pursue your career interests. And you’ll learn from active researchers whose close links with industry ensure the course reflects the latest thinking in the sector.

Overview

New technologies and the rise of digital and online communications have changed the marketing landscape. To stay in touch with the latest trends and understand their customers, businesses increasingly need marketers with knowledge of digital tools and the skills to interpret the vast amounts of data they generate.

The MSc Marketing Management’s unique focus on two key aspects of marketing – digital and analytics – will equip you to meet these needs. These two aspects are embedded across the course, for example when looking at the optimal use of loyalty card data or evaluating the effect of online customer feedback on brand reputation.

The course is suitable for graduates who are new to marketing. Our students come from a range of disciplines including media and communications, medicine and engineering.

Modules

Compulsory modules include: Introduction to Marketing; Customer Insight; Integrated Marketing Communications; Measuring Marketing Effectiveness, Strategic Marketing Decisions; Designing and Managing Research Projects; Data Driven Marketing; Digital Marketing,

Optional modules include: Data Analytics; Luxury Marketing; Strategic Brand Management; Business Ethics; Web Analytics; Design Thinking in Marketing; Project Management, Plus dissertation

Career Opportunities

Our students graduate with digital marketing and analytical skills that are sought after by employers; many of our students receive job offers before finishing their dissertation. The MSc Marketing Management is also good preparation for further research at PhD level.   

Past graduates have progressed to a range of roles such as customer relationship management, data analysis, brand management, marketing project management, market research and product design management. Former students are now working with big-name brands including: 

  • Accenture
  • Burson-Marsteller
  • John Lewis
  • Ocado
  • HP
  • Lego
  • BearingPoint

Visit the Marketing Management - MSc page on the University of Southampton website for more details!

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