Marketing Management with Advertising MSc

Program Overview

The MSc Marketing Management with Advertising at the University of Leeds equips students with a comprehensive understanding of marketing strategy, consumer behavior, and the latest trends in marketing communications, including advertising, branding, and digital marketing. Graduates are prepared for successful careers in marketing management, advertising, and related fields. The program is accredited by the Chartered Institute of Marketing, providing students with opportunities to work towards professional qualifications during their studies.

Program Outline

Marketing Management with Advertising MSc - University of Leeds

Degree Overview:

This MSc program provides specialized knowledge in marketing management and communications, with a strong focus on advertising and branding. The program aims to equip students with a comprehensive understanding of key marketing areas such as strategy and consumer behavior.

Objectives:

• Develop a comprehensive understanding of key areas of marketing such as strategy and consumer behavior.
• Gain the skills and knowledge to pursue a successful career in marketing management.
• Explore the latest developments in marketing management, both in theory and in practice.
• Graduate with up-to-date knowledge that will make an impact with employers and add value to your career.
• Develop cross-cultural thinking and understand how professional marketers operate across the world.
• Build professional skills and personal brand through the 'The Global Marketing Professional' module.
• Improve job market readiness with support from the Careers Service.
• Graduate with the skills and knowledge to succeed in different areas of advertising and marketing, such as communications, marketing management, strategic marketing, account management, marketing analytics, or even entrepreneurship.

Outline:

Course Structure:

• Year 1 Compulsory Modules:
• Consumer Behaviour (15 credits)
• Marketing Communications (15 credits)
• Global Strategic Marketing (15 credits)
• Advertising and Media Planning (15 credits)
• Brand Management (15 credits)
• Digital and Interactive Marketing (15 credits)
• Research Methods for Marketing (15 credits)
• The Global Marketing Professional (15 credits)
• Marketing Academic / Applied Dissertation (45 credits)
• Year 1 Optional Modules (selection of typical options shown below):
• Marketing Analytics (15 credits)
• Persuasive Writing and Speechmaking (15 credits)
• Advanced Quantitative Research Techniques in Marketing (15 credits)
• Corporate Social Responsibility and Sustainability (15 credits)
• Public Relations and Corporate Communications (15 credits)
• Sales Promotion and Sponsorship (15 credits)
• Change Management and Communication (15 credits)
• Social Media Marketing (15 credits)

Module Descriptions:

• Consumer Behaviour: This module explores the factors that influence consumer behavior, including psychological, social, and cultural influences.
• Marketing Communications: This module covers the various tools and techniques used in marketing communications, including advertising, public relations, direct marketing, and digital marketing.
Students will learn about the different stages of the communication process and how to develop effective marketing campaigns.
• Global Strategic Marketing: This module examines the challenges and opportunities of marketing in a globalized world.
Students will learn about different international marketing strategies and how to adapt marketing campaigns to different cultural contexts.
• Advertising and Media Planning: This module focuses on the theory and practice of advertising, including the different types of advertising, media planning, and creative development.
Students will learn about the role of advertising in the marketing mix and how to develop effective advertising campaigns.
• Brand Management: This module explores the concept of brand management and how to build and maintain strong brands.
Students will learn about different branding strategies, brand equity, and brand positioning.
• Digital and Interactive Marketing: This module covers the latest trends in digital marketing, including social media marketing, search engine optimization, and content marketing.
Students will learn about the different digital marketing channels and how to develop effective digital marketing campaigns.
• Research Methods for Marketing: This module introduces students to the different research methods used in marketing, including quantitative and qualitative research.
Students will learn how to design and conduct marketing research studies and how to analyze and interpret research findings.
• The Global Marketing Professional: This module focuses on developing professional skills and personal brand.
Students will learn about networking, communication, and leadership skills, and how to apply these skills to their career development.
• Marketing Academic / Applied Dissertation: This module allows students to demonstrate their knowledge and skills by focusing on a single topic in detail.
Students can choose to complete either a standard research dissertation on an academic topic of their choice, or a practice-based dissertation, allowing them to work on a real-world marketing problem.
• Marketing Analytics: This module explores the use of data analytics in marketing.
• Persuasive Writing and Speechmaking: This module focuses on developing effective writing and speaking skills.
Students will learn about the principles of persuasive communication and how to write and deliver compelling presentations.
• Advanced Quantitative Research Techniques in Marketing: This module provides students with a deeper understanding of quantitative research methods.
Students will learn about advanced statistical techniques and how to apply them to marketing research.
• Corporate Social Responsibility and Sustainability: This module examines the role of corporate social responsibility and sustainability in marketing.
Students will learn about different ethical and sustainable marketing practices and how to integrate these practices into their marketing strategies.
• Public Relations and Corporate Communications: This module covers the theory and practice of public relations and corporate communications.
Students will learn about different public relations strategies and how to manage corporate communications effectively.
• Sales Promotion and Sponsorship: This module explores the use of sales promotion and sponsorship in marketing.
Students will learn about different sales promotion techniques and how to develop effective sponsorship programs.
• Change Management and Communication: This module examines the challenges and opportunities of managing change in organizations.
Students will learn about different change management models and how to communicate change effectively.
• Social Media Marketing: This module focuses on the use of social media in marketing.
Students will learn about different social media platforms and how to develop effective social media marketing campaigns.

Assessment:

• Assessment methods emphasize both knowledge and essential skills development.
• This may include formal exams, group projects, reports, computer simulation exercises, essays and written assignments, group and individual presentations, and reflective logs.

Teaching:

• Teaching methods include lectures, tutorials, seminars, and workshops.
• Students will also engage in independent learning to develop their research and analysis skills.
• The Virtual Learning Environment provides a central place for course information and resources.
• Teaching faculty includes expert academics, industry professionals with years of experience, and trained postgraduate researchers.

Careers:

• Graduates can expect a wide range of career opportunities in marketing communications agencies and in-house marketing departments.
• Potential career paths include brand managers, research managers, account executives, business development specialists, and sales managers.
• Some graduates have even started their own businesses.
• Employers include marketing agencies within the advertising, digital, and marketing communications sectors, as well as retailers, communications groups, commercial banks, education, and recruitment agencies.

Other:

• The course is shaped by the Business School's Global and Strategic Marketing Research Centre, one of the leading centers of research in marketing in Europe.
• Students will learn from academics who bring their world-leading expertise to the classroom.
• Learning will be connected to developments in industry through guest speakers who share current trends and valuable real-world insight.
• The course is accredited by the Chartered Institute of Marketing (CIM), giving students the opportunity to work towards CIM qualifications during their studies and receive exemptions from selected assessments.

UK fees: £15,750 (Total) International fees: £30,250 (Total)