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University of Leicester

MSc Marketing

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At A Glance

Course Title

MSc Marketing

Course Type

Full Degree

Course Level

Postgraduate

Study Method

Distance Learning

Start Date

February / May / August / November

Course Duration

24 months

Awarded & Delivered By

University of Leicester
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Course Description

The MSc in Marketing will increase your understanding of marketing theories and concepts whilst developing the skills you need to be a successful leader in a complex and dynamic global marketplace. You will gain a deeper insight into marketing across a range of business contexts including the consumer, industrial, financial, service, profit and not-for-profit sectors.
The course will equip you with current and emerging theories that inform or comment upon the practices of marketing. It will challenge and develop your ability to critically evaluate and apply new marketing concepts and practices. By taking the MSc you will be learning in a stimulating and intellectually demanding environment, in which you will engage with academic literature, case studies, whilst reflecting on marketing issues within an international context.
This degree will develop your ability to analyse and evaluate problems and make sound strategic decisions in your professional role. The skills and knowledge gained during the course will enable you to develop your professional role or move into further study and academic work in this area. The University have also joined forces with the Chartered Institute of Marketing (CIM) to give you the opportunity to gain professional qualifications through the CIM Graduate Gateway.

Course Content

This formative assessment module introduces you to the virtual learning environment and shows you how to effectively utilise this during your course. It assesses different approaches to learning and helps you to apply these to your own learning experience. Introducing different methods of note taking and methods of critique, it allows you to identify the best approach for you to get the most out of your studies so that you can tackle the assessments with confidence and flair.
This module will enable you to become familiar with the principles and practices of marketing. Emphasis is given to the long-term or strategic dimension of the senior executive’s tasks and it will also consider the relationship between theory and practice; encouraging students to question the dominant approaches to the subject area.
This module will introduce the main theoretical assumptions and debates that underpin the marketing discipline. It will introduce some of the main issues and controversies surrounding marketing theory by revisiting the origins of marketing thought. It will consider how the subject, and its theory, have developed and grown into the discipline that we recognise today. This module also considers the relative value of theory against other types of knowledge and understanding, especially knowledge gained through practical experience. It will also consider several related questions focussing on the nature of theory and the value of theoretical contributions.
Marketing practice and theory is underpinned by in-depth knowledge of the purchasing and consumption behaviour of customers. Students of marketing need to understand how consumers choose between brands and to develop an ability to research consumer markets. Consumer behaviour can be broadly defined as the processes through which groups and/or individuals, acquire, consume and dispose of goods, services, ideas and/or experiences. Students are introduced and will critically review key consumer behaviour concepts and learn how to apply these concepts. This module seeks to develop an interdisciplinary, theoretically informed understanding of consumer behaviour through an active piece of primary consumer research.
This module will introduce both the theory and practice of marketing research. In particular it will provide students with a thorough understanding of different approaches to marketing research; an ability to demonstrate both quantitative and qualitative research methods; to be knowledgeable and critical about the tools available to analyse quantitative and qualitative information; to be able to design and undertake marketing research; and to be able to analyse problems and identify opportunities to demonstrate how marketing research is applied in the business world.
This module aims to give you an understanding of the role and process of product development in marketing management. It also introduces and explains the concepts and techniques that can be used to analyse innovation and technology policies. Case studies will be used to illustrate individual and corporate behaviour regarding idea generation, R&D, new product development and market launch.
This module combines two very popular concepts within marketing studies. In fact, the subject of branding and communications is probably the most popular marketing subject amongst students, practitioners and the public at large today. Brands are considered by some the most valuable assets of a company and for a long time they have been at the forefront of competition based on the benefits that they are thought to bring for companies and consumers alike. Branding, however, does not come free of costs. Strong criticism has been levelled against brands due to their consequences for society and for their effects on individual lifestyles. Furthermore, the world we all live in brings along changes in the way brands are perceived, managed and communicated. This module explores this exciting and intriguing subject in a critical and inter-disciplinary manner paying attention to both managerial and socio-cultural aspects of branding.
This module is delivered by distance learning.
This module is delivered by distance learning. The dissertation is 15,000 words.
In additional to the core modules above, choose two option modules from: Business-to-Business Marketing and Supply Chain Management International Marketing Leadership

Study Method

The MSc Marketing degree is studied 100% online through the University of Leicester distance learning platform. As a distance learning student you will receive support throughout the course from a group of dedicated academic mentors and module tutors. You will use module study books – available in hard copy and electronically – and Blackboard, our virtual learning environment. This will give you online access to materials to support each module, discussion forums hosted by module tutors and chat rooms where you can network with fellow students.
As a distance learning student, you will have access to the University Library’s electronic service, the Leicester Digital Library, which includes a large number of e-journals and e-books.
You will be assessed at the end of each module by written assignment which is usually between 3,000 to 4,000 words. Your final piece of work, the dissertation, is 15,000 words.

Course Fees

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Entry Requirements

  • A good second class honours degree from a British University, or its equivalent
  • Or a postgraduate diploma from a recognised institution
  • A relevant graduate level professional qualification alongside substantial relevant work experience

If you do not hold a relevant qualification but have three or more years of substantial work experience in finance then you can be considered for the course based on providing a copy of your CV and a personal statement of 500-1,000 words detailing your suitability and relevant work experience.
IELTS 6.5 (7.0 in writing preferred) or equivalent. If your first language is not English, you may need to provide evidence of your English language ability.
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