Program Overview
The Advanced MSc Marketing program at the University of Liverpool Management School provides students with a comprehensive understanding of modern marketing practices, emphasizing critical analysis, innovation, and sustainability. The program offers a range of compulsory modules covering digital marketing, market research, experiential marketing, and marketing analytics, culminating in a dissertation that allows students to specialize in their chosen area. Graduates are well-equipped for diverse marketing, management, and leadership roles in various sectors.
Program Outline
Degree Overview:
The Advanced MSc Marketing program is designed to provide students with a robust understanding of the commerciality and strategic underpinnings of the marketing industry. It aims to future-proof students' learning and employability across fields such as marketing analytics, sustainability, social media marketing, entrepreneurship, consumer culture, and design thinking. The program emphasizes critical analysis, contemporary marketing theory, and creative thinking. Students can choose to complete their final dissertation as an academic research piece or a more applied analytical writing project connected to business outcomes.
Outline:
The 12-month program consists of eight compulsory modules followed by a dissertation carried out over the summer period upon completion of Semester two.
Semester One:
- Compulsory Modules: It introduces students to the fundamental building blocks of design thinking and encourages them to create innovative ideas.
- DIGITAL MARKETING (ULMS855): This module develops critical understanding of digital marketing tools and the changing role of marketing communications in the online marketplace. Students will develop skills in designing and creating a digital marketing strategy.
- Researching Markets and Consumers (ULMS889): This module explores and critically evaluates different methods of researching markets and consumers, examining how new methods have emerged from cultural, social, and technological developments.
- Responsible Marketing (ULMS888): This module considers the relationship between marketing and society, exploring ethical issues relating to marketing's role and impact on society. Students will acquire a critical understanding of marketers' responsibilities and learn to seek solutions to ethical and sustainable issues.
Semester Two:
- Compulsory Modules: It emphasizes the impact of external stimuli on consumers' cognitive processes and strategies for creating long-term benefits for both suppliers and customers.
- Leading Marketing and Entrepreneurship (ULMS892): This module focuses on the leadership and entrepreneurial dimensions of marketing practice, considering the capabilities, knowledge, and technologies that modern marketers must navigate.
- Marketing and Digital Analytics (ULMS893): This module educates students on the use of web, online ad, and social media analytics to analyze customer responses and derive recommended actions. Students will work with real-life data sets and develop a basic understanding of Google Analytics and R Studio.
- Marketing Strategy (ULMS891): This module shows students the benefits of using a systematic and analytical approach to marketing strategy, enabling them to understand how advanced principles help firms organize data analytics.
Final Project:
- DISSERTATION (ULMS790): This module helps students develop an in-depth understanding of a topic within their chosen domain of management and business and use this knowledge to analyze a management problem or issue. Students will undertake an independent research project, developing both theoretical and practical critical-thinking skills.
Assessment:
Students are assessed through a variety of methods, including coursework, essays, group work, presentations, case studies, infographics, reports, and examinations. The weighting of individual components varies from one module to another.
Teaching:
Modules are taught using active learning techniques, including real-world case studies, authentic assessment tasks, specialized software (e.g., Adobe Creative Cloud), interactive participation software, and lecture capture. The principal forms of teaching are face-to-face lectures and seminars, supported by handouts and presentations.
Careers:
Upon completing the program, students could apply for a wide range of marketing, management, and leadership positions in the private, public, and not-for-profit sectors. Potential roles include:
- Advertising Account Executive
- Digital Marketer
- Marketing Executive
- SEO specialist
- Social Media Manager
Other:
The University of Liverpool Management School is triple-accredited by AACSB, AMBA, and EQUIS. The School has a thriving international master's community with a comprehensive, interdisciplinary program of social and extra-curricular events and dedicated careers and employability support.
Tuition Fees:
UK fees (applies to Channel Islands, Isle of Man and Republic of Ireland): Full-time place, per year £13,750 Part-time place, per year £6,875 International fees: Full-time place, per year £28,000 Part-time place, per year £14,000 Fees stated are for the 2024-25 academic year. Tuition fees cover the cost of your teaching and assessment, operating facilities such as libraries, IT equipment, and access to academic and personal support. You can pay your tuition fees in installments. All or part of your tuition fees can be funded by external sponsorship. International applicants who accept an offer of a place will need to pay a tuition fee deposit.