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Fees and Funding

Here's the fees and funding information for each year of this course

Overview

The MSc Marketing focuses on the development of an understanding of core marketing theories and an evaluation of how they apply to the role of professional marketing. It also prioritises developing marketing research skills amongst our students, a key attribute of successful marketing practitioners. It explores a range of subjects including: Strategic Marketing Management, Consumers, Markets and Cultures, Research Methods for Marketing, Digital, Social Media and Influencer Marketing, Mental Wealth 7 - Marketing Consultancy Project (an exclusive module to University of East London) and a focused Postgraduate Marketing Dissertation as the capstone project. It fuses academic and practical insights from marketing to generate a student experience for you that is rich, deep, and transformative. This course is designed for undergraduate students or practicing marketers with a desire to improve their knowledge of marketing theory and practice. 

What makes this course different

UEL students in Canary Wharf

Careers first

A theoretical yet applied understanding of marketing in-keeping with our university philosophy of a "careers first" approach.

Students in a lecture

Marketing Analytics Lab

A devoted "Strategy and Marketing Analytics Lab – In collaboration with Amazon Web Services" to learn "hands-on" practical digital marketing skills.

Student working on a tablet

CIM Accreditation

Professional accreditations from Chartered Institute of Marketing (CIM), Institute of Data and Marketing (IDM) and Market Research Society (MRS) - (pending).

WHAT YOU'LL LEARN

The course is designed around managerial and cultural aspects of marketing theory, and will give you an holistic understanding of the subject. The course also features macro strategic subjects as well as more micro elements of consumption practice, and also includes  "workbench" technical software aspects for developing digital marketing campaigns. 

DOWNLOAD COURSE SPECIFICATIONS

This course is subject to validation. You can still apply for this course while it is being approved.

MODULES

  • Core Modules
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    Strategic Marketing Management

    This will develop strategic thinking and a holistic understanding of the processes and practices involved in contemporary marketing management. It will provide you with a 'workbench' approach to developing marketing plans and strategies and the key skills and knowledge required for marketing  activity, using simulations, live campaigns and case studies from the professional marketing realm. The traditional aspects of the marketing 4Ps will be examined at postgraduate level, incorporating cognate and relevant theories from multiple disciplines to understand how contemporary marketing strategy is developed. Finally, strategic practices of managing growth, brands, products and market positions will be evaluated and crystalised.

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    Consumers, Markets and Cultures

    This module examines the confluence and interaction between consumption,  markets and culture examining these interdependent elements from an interdisciplinary perspective. The module incorporates insights from consumer research, sociology, anthropology, economics, cultural studies, and politics to provide a rich and diverse analysis into the field of consumption studies. This will involve a research-driven curriculum to identify contemporary consumer culture research topics and exploring their insights and implications for theory as well as contemporary marketing roles. While the module will retain a theoretical focus it will also consider issues of application as well as relevance to marketing research and management practice.

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    Research Methods for Business

    This module provides you with the core methodological skills for conducting both academic and practitioner marketing research. You will be taught the basics of the research process, from research philosophy, research design, developing research questions,  literature reviewing and research ethics. You will also be taught methodological approaches and analyses using qualitative, quantitative and mixed methods approaches. The module will make use of the fledgling  "Business Strategy and Marketing Analytics Laboratory" to develop these methodological skills and it is envisaged that aspects of digital marketing analytics (particularly related to online marketing research) will feature prominently as part of the curriculum. The module will be assessed via a  marketing research project for a live company project and a research proposal for the postgraduate marketing dissertation in the final term. This module equips you to conduct competent and academically rigorous marketing research and will develop skills that will prove vital for the final year project and future employment prospects.

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    Digital, Social Media and Influencer Marketing

    This module provides you with a research-informed analysis of key theoretical developments in the areas of digital, social media and influencer marketing. In this module, you will be introduced to key theoretical principles of all three areas, as well as critical perspectives in digital marketing and social media culture, and also "workbench" issues around how digital marketing is practiced in the industry sector. We will make use of the newly developed "Business Strategy and Marketing Analytics Laboratory" for  teaching, assessment and training sessions around particular software packages for the development and execution of marketing campaigns. The module intends to be led by research into cutting-edge concepts in digital, social media and influencer marketing to provide both a theoretical and practical basis for evaluation of the topic. We would endeavour to provide you
    with a holistic understanding how these concepts as well as a practical grasp of how to conduct digital marketing campaigns in the domain of professional marketing. We also wish to situate the module within the wider context of digital cultures that exist in society today and evaluate the role of marketing activities and practices within these.

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    Mental Wealth 7: Marketing Consultancy Project

    The purpose of this module is to develop your marketing planning and consultancy skills as well as giving you the opportunity to reflect upon how you have developed your mental wealth and employability competencies. You will be given a company scenario, which can either be a live local
    company or charity, or a simulation based on software such as marketplace simulation or Markstrat and develop a coherent marketing plan for the company. Workshop classes will be provided in Term 3 to provide you with the marketing analysis and planning skills required to develop a marketing plan for the industry. You will be assigned an academic module tutor in Term 3 to help you develop your marketing plan for the client or the simulation activity. You will work through the entire marketing planning process in terms of marketing audits, customer audit, objective setting, marketing mix elements, marketing measurement, implementation and control. You will also be advised to conduct some form of primary or secondary marketing research within this process, whether working with qualitative or quantitative data, to develop a useful insight into customer behaviour and attitudes within the assigned sector. You will also write a reflective essay evaluating the specific mental wealth competencies and how the module and assessment have prepared you for the professional marketing workplace. 

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    Postgraduate Marketing Dissertation

    This module requires you to engage in an academic research project for one term under the supervision of a faculty member. You must conduct an  academically-orientated project within the marketing discipline however under this umbrella you have the option of undertaking either

    a) a traditional academic dissertation,

    b) a case study-orientated dissertation or

    c) a managerial problem-solving dissertation

    depending upon the preference of the candidate (and subject to the supervisory guidance). You will select an aspect of the marketing literature that may be of specific interest to them and will write their dissertations in the final academic term, they will normally have completed the taught element of their course before attempting the dissertation and will not be permitted to undertake the dissertation unless the  "Research Methods for Marketing" module has been successfully completed
    and passed. The research proposal written for the "Research Methods in Marketing" module will form the basis of the dissertation for the final project so both modules are intrinsically linked. You will, under academic guidance, develop a literature review, research question, research  methodology, data analysis and finally academic dissertation as an outcome of the module. 

HOW YOU'LL LEARN

You'll be taught by a range of staff who are scholarly experts in the subject and have industry-related experience, which ensures that the course is research as well as practice-informed. The modules incorporate contemporary marketing theory as well as assessment methods which engage with relevant case study examples and topics.

When not attending timetabled lectures, you will be expected to continue learning independently through self-study. This will typically involve reading journal articles and books, working on individual and group projects and undertaking preparing coursework assignments and presentations. Your independent learning is supported by a range of excellent facilities including online resources, the library and Moodle.

Our academic support team provides help in a range of areas - including learning and disability support.

When you arrive, we'll introduce you to your academic advisor. This is the member of staff who will provide academic guidance, be a support throughout your time at UEL and who will show you how to make the best use of all the help and resources that we offer.

Each year you will spend around 300 hours of timetabled learning and teaching activities. These may be lectures, workshops, seminars and individual and group tutorials. Contact hours may vary depending on each module.

The approximate percentages for this course are:

  • Year 1: scheduled teaching - 300 hours; guided independent study - 900 hours.


Your individualised timetable is normally available to students within 48 hours of enrolment. Whilst we make every effort to ensure timetables are as student-friendly as possible, scheduled teaching can take place on any day of the week between 9am and 6pm. 
 

HOW YOU'LL BE ASSESSED

You will be assessed using a variety of methods including case study analysis, group presentations, individual essays, reports, simulations, live campaigns and portfolios. The course seeks to develop a multitude of student skills through our assessment methods. You will do a maximum of 30% group work as part of your degree as the course will be professionally accredited by Chartered Institute of Marketing (pending), and a strong emphasis upon marketing research skills (Market Research Society accreditation pending).

CAMPUS and FACILITIES

University Square Stratford

University Square Stratford, University Square Stratford

WHO TEACHES THIS COURSE

The teaching team includes qualified academics, practitioners and industry experts as guest speakers. Full details of the academics will be provided in the student handbook and module guides.

Aidan J Kelly

Aidan is a Senior Lecturer in Marketing at the Royal Docks School of Business and Law.

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Ayantunji Gbadamosi

I am currently an Associate Professor in Marketing in the Royal Docks School of Business and Law, University of East London.

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Dr Diliara Mingazova

Dr Mingazova is a Senior Lecturer in Marketing at the Royal Docks School of Business and Law. She researches children as consumers, branding and more.

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Dr Rula M. Al-Abdulrazak

Rula is a Senior Lecturer in International Marketing and Branding at the Royal Docks School of Business and Law, University of East London.

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What we're researching

We are currently a diverse group of marketing academics, studying a range of different phenomenon including consumer-object relationships, brand management, religious consumption, digital marketing, advertising engagement and celebrity culture. Our academics explore these problems from both qualitative and quantitative perspectives, and our research base makes us well placed to deliver a research-informed and theoretically rigorous MSc programme for marketing.

This course engages with marketing theory and research in an advanced and intellectually fulfilling way to build upon your undergraduate degree. We will study marketing from both a managerial and cultural perspective and integrate key skills of digital marketing with the use of our marketing analytics laboratory. We will prepare you for a rewarding career in professional marketing and equip you to be effective for your organisations and have an appreciation of marketing's social and cultural role.

Dr Aidan Kelly

YOUR FUTURE CAREER

This course will prepare you for a career in marketing management generally or any career that requires theoretical marketing knowledge. This can include roles such as marketing management, brand management, advertising account management, public relations, direct marketing, marketing research, advertising research and marketing consultancy. The broad and eclectic range of modules mean that you could apply for a variety of different career types and trajectories.