Marketing Management MSc

About the course

The exciting world of marketing is both popular and challenging, offering many fascinating, lucrative job opportunities. However, it is increasingly competitive and so, now more than ever, employers demand highly qualified, professional marketers. This leading-edge, internationally recognised course is designed to deliver that crucial level of expertise for successful careers in marketing worldwide.

This is a one year full-time specialist master’s degree for those with little or no previous work experience or qualifications in marketing. Many applicants use this as a career entry, or career change, course and come from more general business backgrounds or from other disciplines i.e. finance, the arts, computing, engineering and architecture. Applications are welcomed from students from any subject background. The course is designed to help those with no previous experience to pursue a career in marketing.

The main aims of the course are therefore to:

• Equip you with the knowledge to embark upon a career in marketing and to understand the key marketing issues facing organisations today Enable you to develop marketing expertise which can be applied in different contexts and can enhance multiple career paths both in business and non business (e.g. public sector, not-for-profit) areas.
• Offer an opportunity for both personal and professional development which is useful not only for any marketing position, but also in a wider, lifelong learning framework. If you already have marketing or business qualifications, you should consider our Strategic Marketing MSc.

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Key facts

Duration: One year full-time, up to six years part-time, daytime classes only

Entry and admission criteria

You should have a good honours degree, or overseas equivalent, in any subject.

If English is not your first language, an IELTS score of 6.5 (including a minimum of 5.5 in each component) or equivalent is normally required. English language tuition is available both before and during the course if required.

Teaching and assessment

Teaching is delivered through formal lectures, informal seminars, tutorials, workshops, discussions and -learning packages. You will also be expected to undertake independent study and research. Assessment will usually be through a combination of individual and group work, presentations, essays, reports and exams.

Course modules

This course develops in-depth knowledge and expertise in the many different aspects of marketing while also exploring how marketing interacts with the other functional areas within organisations. You will learn to analyse markets, to apply marketing theories to different situations, to solve business problems and to identify marketing opportunities. You will also gain different perspectives of marketing’s role within organisations.

The content within the modules offered reflects the changing marketing landscape. For example, developments in social and digital media are embedded throughout the programme and are integral to certain modules such as Direct & Digital Marketing and Strategic e-Marketing.

Other key themes covered across the programme include, insight management, innovation and entrepreneurship, customer management , campaign planning, Paid Owned Earned media planning, working with agencies and international marketing perspectives.

The course starts in September with an induction which introduces the course team, the modules to be studied, and the business skills required both for the course and a career in marketing.

You will take a number of core (compulsory) modules which cover key marketing functions and introduce other aspects of business.

• Marketing Theory and Practice introduces the key areas of marketing, building the foundation for more in-depth study
• Consumer Culture and Behaviour explores individuals as consumers in today’s society and the importance of understanding their behaviour when formulating marketing strategy
• Marketing Research in Practice covers how marketing decision making is supported by detailed market information, and the techniques employed to gather and assess that information
• Accounting for Managers covers the financial context in which marketing activities are set. This module will help marketers to understand essential financial information
• Managing Advertising and Communications gives a thorough grounding in all aspects of promotional activity, especially integrated marketing communications, and the development and management of advertising campaigns
• Research Methods for Marketers develops research and analysis skills for an in-depth understanding of markets and for the final project
• Management Study Support is a practical module which teaches advanced communication and study skills to support you while studying at master’s level and to equip you with essential skills for a successful career

You then choose two further modules. Typical modules include:

• Applied International Marketing
• Direct and Digital Marketing
• Strategic e-marketing
• Creative Brand Strategy
• Customer Relationship Management

During the final semester, June to September, you will complete a marketing analysis project on an area of your choice. These projects are valuable aids to demonstrating your expertise to future employers.

Academic expertise

You will be taught by highly experienced academics who also conduct leading-edge research and commercial consultancy projects in many marketing fields. The breadth of our staff expertise means that he department can cover a wide range of marketing activities while also allowing staff to specialise in their own, particular marketing areas.

The department supervises a number of PhD research students, and marketing staff regularly publish in academic journals, and write books and industry reports.

Additionally, our £35 million Hugh Aston Building offers state-of-the-art teaching and computer lab facilities.

Industry links and professional accreditation

Additional professional qualifications

The De Montfort University Strategic Marketing MSc, Advertising and Public Relations Management MSc and Marketing Management MSc are three of a small number of marketing courses in the UK that are accredited by The Chartered Institute of Marketing (CIM ) for a Dual Award. This Dual Award means that while you are studying for your qualification you also have the opportunity to work towards achieving the CIM Professional Diploma in Marketing as part of your degree programme, enabling you to graduate with an enhanced qualification that is sought after by employers.

In addition, if you successfully complete the elective Direct and Digital Marketing module you will benefit from significant exemptions for the Certificate in Direct and Digital Marketing awarded by the Institute of Direct Marketing (IDM ). Most of our students opt to take the additional exam required and leave with this professional standard certificate alongside their marketing degree. Visit theidm.com for more information on the certificate

These additional professional qualifications make you more marketable by distinguishing you from other candidates and is another important step in your career development.

Industry Links

This Masters degree has close links with industry which include guest lectures, masterclasses and industry field trips. A number of senior figures from the world of marketing, advertising and public relations are invited to deliver guest lectures. Recent contributors to the programmes include executives from: IBM, Tesco, Next, American Express, Thomas Cook, Digimind, BMW, OMD, Rabbit Agency, Big Communications, IDM and CIM. Leading experts and thinkers contributing to the programme include Drayton Bird, Merlin Stone, David Rance, Neil Woodcock, John Seddon and Liz Machtynger.

The course provides opportunities to work on live or near live projects enabling students to gain further ‘real world’ experience. Modules also incorporate materials provided by outside agencies/companies enabling students to access and experience proprietary data, models and tools not in the public domain.

Graduate careers

Marketing is a vital business function and the quality of an organisation’s marketing is often responsible for its success or failure. Employers of all types and sizes in all sectors therefore require skilled marketers for creative and senior roles worldwide. Past students of our marketing master’s degrees are now working very successfully in large multinational organisations and in medium-sized entrepreneurial businesses, typically in roles such as brand management, marketing communications, market research, customer service management, e-marketing and sales.

Recent graduates from our MSc programmes are now working for a variety of UK and international companies including IBM, Candi, Schroders Investments, Saudi Industrial Development Fund, Sudan International University and Ski Cool St Moritz. Recent agency and media appointments include DDB Hong Kong, Leo Burnett Cyprus, Razorfish, The Station Agency, Big Communications, Northcliffe Media and Virgin Outdoor.

Fees and funding

Home/EU Students: For 2012/13 entry the tuition fees for this course are £6,500.
Overseas Students: For 2012/13 entry the tuition fees for this course are £11,200

A range of scholarships and early payment discounts are also available for eligible students. For the latest information on UK funding, please visit dmu.ac.uk/pgfunding and for international fee information please visit dmu.ac.uk/fees