Course Overview
Course summary
In an ever-evolving global business landscape, strategic marketing is crucial in shaping every facet of business operations. It informs decisions relating to sustaining consumer demand, enhancing profitability, building brand reputation and maintaining a competitive edge.
Our Marketing Management MA/MSc integrates the latest digital and analytical marketing practices, equipping you to thrive in this dynamic and exciting field.
Whether you choose the MA or the MSc, this course aims to grow your managerial effectiveness in the increasingly digitised, automated and globalised marketing field. It will deepen your understanding of the relationship between the marketing function, the broader organisation, and the organisation and its customers. This enables you to adopt a holistic, forward-looking approach to marketing to achieve long-term sustainable competitive advantage.
Suitable for existing marketers keen to adopt a strategic approach to marketing management or those from a non-marketing background, our balanced portfolio has been designed to deliver the breadth and depth of knowledge required to excel in marketing strategy, market research, digital and global marketing, and product and brand management.
All students will initially be enrolled on the Marketing MA to allow time to appreciate the different aspects of each pathway and reflect on individual abilities, strengths and future career development. You will decide which pathway to follow during the first semester.
Marketing Management MA
The MA explores how creativity and innovation, in tandem with analytical skills, can be used to add value to marketing campaigns and strategies.
Marketing Management MSc
MSc students will develop analytical and data-handling skills to guide decision-making and evidence-based problem-solving for planning and implementing marketing strategies.
Top reasons to study with us
- Regular professional development and industry/alumni speakers events to provide real-world insights
- Opportunities to visit and work on live case studies from London-based organisations
- Become business-ready through practical experiences, including a case study away day acting as a marketing consultant, preparing and presenting a marketing plan
- Career development workshops and masterclasses to enhance your global perspective and employability
- The opportunity to participate in the Westminster Employability Award
- Taught by staff with expertise across marketing, including strategic marketing management, digital marketing, brand strategy and brand management, consumer psychology and insight, marketing communications, social media, quantitative analysis and analytics, marketing creativity and innovation
Course structure
On this course, you'll develop your ability to critically evaluate contemporary marketing practice. The modules below are indicative of what you will study on this course.
Core modules
The ultimate goal of all marketing activity is to identify, anticipate, and satisfy consumer requirements: the consumer sits at the heart of all marketing activity. It is essential for marketers to understand the psychology that underpins modern consumers’ attitudes, perceptions, decision-making processes and behaviour in today’s complex environment, enriched as it is by advanced technology, digital and social media, and environmental, ethical and sustainability considerations. This module explores all of these issues.
Successful marketing distribution management enables companies to deliver their products to customers efficiently. Pricing is the most important decision for a marketer; it represents the value the customer puts on the company’s product. Distribution and Price Management covers the management of two essential elements of the marketing mix. The module examines the design of distribution channels, digital and other alternatives, available to marketers. It also covers the administration and logistics elements of distribution. The Distribution channels management has been evolving rapidly over the past few years and it is now more organised, structured and proactive. In addition, the module will cover the role of pricing within the marketing mix and how price is determined. The various pricing strategies and the effect of competition on pricing will be covered. Also, in considering the distribution channels, the strategic aspects of price will be examined.
The dissertation enables you to demonstrate your mastery of a complex and specialised area of knowledge and skill drawn from the other taught modules and their own independent research, further developing your ability in framing and investigating critical inquiries in marketing. You will self-select a problem-oriented research project that is underpinned by advanced theories and framework. The methodology must be appropriately designed and rigorously implemented. The dissertation demonstrates your competency in their area of specialism with the marketing field and the findings reflect the potential impact and managerial implications on marketing practices.
Companies need deep and meaningful insights into the market and how consumers think, feel and behave to make their online and offline marketing activities effective. Companies use a range of sophisticated approaches to collect data in order to compete with their competitors and to access and target their customers in the fast-changing environment. This knowledge informs the decision-making and planning of marketing strategy. This module develops competency in mining big data and applying the main qualitative and quantitative methods for data collection, measurement, sampling, analysis and presentation of results.
Constantly evolving marketing communications are characterised by increased use of multiple media platforms including a variety of digital and non-digital channels that intersect within ever more complex customer ecosystems, both domestically and internationally. These themes and an exploration of a wide array of marketing communications tools will permeate the module. Teaching will be interactive and will consist of one lecture and one seminar each week. You are expected to contribute to class discussion.
This module deals with the management of an organisation’s core offering to the marketplace, its products and brands. It examines the key concepts for managing products and brands as strategic assets in offline and digital environments in creating value for customers and the organisation and in achieving marketing and business goals.
Today’s marketing managers are faced with many challenges. The contemporary, boundary-free marketplace is characterised by uncertainty and unpredictability due to social and geopolitical developments, technological advancements and the rapid changes in the structure and nature of competition that these can bring. Marketing managers need to be aware of the challenges and opportunities afforded by all such phenomena, and to be able to formulate and implement appropriate responses. This module will bring together advanced marketing knowledge to provide a comprehensive understanding of the integrated nature of marketing management. The application of strategic concepts and tools will enable them to apply these elements both rigourously and creatively to form coherent competitive marketing strategies in the constantly evolving international, societal, and technological context.
Option module – MA
Creativity and innovation are at the core of successful marketing activities and necessary for the competitive edge brands seek. This module focuses on how creativity and innovation enhance marketing practices. Exploring the marketing mix from a creativity and innovation perspective, the module looks at how creative and innovative approaches can be utilised by marketers in value creation, market and data analysis, identifying and tracking customers and decision making.
Option module – MSc
A variety of industry-standard mathematical and statistical data-analytic tools can be used with conventional and big data sets to guide marketing decision-making. This module provides hands-on exposure to some of these tools, enabling you to learn how to convert data into inputs for decisions. Such skills are in increasing demand in today’s information-rich organisations. You will learn how to structure marketing problems, and to identify data and analysis tools that would be useful in solving them.
Professional Accreditation
Depending on the module structure in each given year, MA and MSc Marketing Management may be accredited by the Chartered Institute of Marketing (CIM) with a Graduate Gateway programme status.
The Marketing Management MA/MSc is accredited by the Digital Marketing Institute. Our marketing degrees have been mapped for DMI certification. The partnership offers DMI professional certification opportunities when students enrol as DMI members.
For more details on course structure, modules, teaching and assessment Download the programme specification (PDF).
To request an accessible version please email [email protected]
Get your copy of the University of Westminster prospectus and browse the range of courses on offer.
Contact us for general course enquiries:
+44 (0)20 7911 5000 EXT 65511
(Mon–Fri, 10am–4pm GMT)
Live chat with us
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Open evenings
Join us at an open evening online or on campus. Get a feel for student life at the University of Westminster and talk to course leaders and our support teams.
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Careers
As a graduate, you'll be ready to work as a marketing manager, marketing consultant, product, brand, customer relations or PR manager, or a marketing communications manager for private companies and/or non-profits, social enterprises and government organisations around the world.
Taught in the heart of London, close to many of the city’s national, international and global employers, our emphasis on skills, capabilities and attributes – with multiple opportunities throughout the course to apply these capabilities to real business problems – will provide direct work experience to enhance your CV and narrative when applying for new positions. These applied projects will not only expand your professional networks, but directly enhance your prospects for early employability after graduation.
With a growing global network of 3,000 employers, our Careers and Employability Service is here to support you to achieve your full potential.
Build your network
Build connections with peers and future business leaders.
Kickstart your career
Learn how to use social media in your job hunt or LinkedIn to kickstart your career.
Develop your CQ
Develop your cultural intelligence – or ‘CQ’ – studying alongside students and staff representing more than 100 nationalities.
Industry links
Staff who currently teach on this course have extensive professional experience, among them are:
- a senior management consultant for McKinsey and Company
- a manager at the Savoy Hotel Group
- an export manager for Labaronne-CITAF
- a deputy general manager of QSR Franchise Development Group
- an equity and structured finance analyst for Bergstrom Capital
Job roles
Graduates of this course may go on to such roles such as:
- Account executive
- Brand analyst
- Brand strategist
- Campaign manager
- Creative director
- Customer experience strategist
- Entrepreneur
- Founder and CEO
- Project manager
- Sales and marketing manager
- Social media manager
Graduate employers
Graduates from this course have found employment at organisations including:
- Belu Water
- Fenwick
- Fish Brothers Group
- GotU.io
- Global Travel Retail
- GroupSJR, WPP Group
- HOMETAINMENT
- KOMZ Consulting Ltd
- NoA Connect
- Omnicom Media Group
- PHD Advertising
- Unilever
- VIMA SA
Westminster Employability Award
Employers value graduates who have invested in their personal and professional development – and our Westminster Employability Award gives you the chance to formally document and demonstrate these activities and achievements.
The award is flexible and can be completed in your own time, allowing you to choose from a set of extracurricular activities.
Activities might include gaining experience through a part-time job or placement, signing up to a University-run scheme – such as mentoring or teaching in a school – or completing online exercises.
Read more about our Westminster Employability Award.
Course Leader
Dr Kate Ingsa
Senior Lecturer
Kate is a Lecturer in Marketing at the School of Management and Marketing, Westminster Business School. Kate holds a PhD in Business Studies and Strategy from the University of Westminster with a research focus on brand knowledge and luxury consumption. Before joining Westminster, Kate worked as a Lecturer at the Department of Public Relations, Albert Laurence School of Communication Arts, Assumption University of Thailand, after graduating with an MA in Marketing Communications (Merit) from the University of Westminster in 2010.
In addition to her academic experience, Kate has provided consultancy to various small businesses in Thailand, the UK, and South Korea in aspects related to branding and marketing activities.
Marketing is not just about selling products; it’s about crafting compelling stories that resonate with people, sparking connections that go beyond transactions.
Course Team
Why study this course?
Outstanding facilities
Develop your creativity and design multi-platform campaigns in our specialist Digital Marketing Lab, Switch 23.
Combine theory and practice
Link theory to global practice through real-life case studies, problem-solving and live business projects.
Work on real-life projects
Work with a client to develop a marketing strategy focused on real corporate objectives on the Residential Marketing Planning Weekend.
Meet our staff and students
Find out what makes our Marketing Management MA/MSc so popular.
Entry Requirements
A minimum of a lower second class honours degree (2:2).
Relevant degree disciplines include business studies, economics, geography, management, and operation research. However, students with qualifications in other disciplines, such as engineering, environmental sciences, the humanities and languages, are also encouraged to apply. Exceptionally, non-graduates with significant practitioner experience (4 years) in marketing management will be admitted.
If your first language is not English you should have an IELTS 6.5 overall with 6.0 in each component.
Applicants are required to submit one reference.
View more information about our entry requirements and the application process
A minimum of a lower second class honours degree (2:2).
Relevant degree disciplines include business studies, economics, geography, management, and operation research. However, students with qualifications in other disciplines, such as engineering, environmental sciences, the humanities and languages, are also encouraged to apply. Exceptionally, non-graduates with significant practitioner experience (4 years) in marketing management will be admitted.
If your first language is not English you should have an IELTS 6.5 overall with a 6.0 in each component.
More information
University preparation courses
Our partner college, Kaplan International College London, offers Pre-Master’s courses that may help you gain a place on a postgraduate degree at Westminster.
To find out more, visit University preparation courses.
What our students say
Alp Efe
Marketing Management MA
The course delivers all the essential skills and capabilities of a true professional, focusing on goal setting, analysing, tactic and strategy generation as well as creative execution. The guidance and mentorship of the tutors promote the ideal grounds for students to engage in ongoing learning and continuous development.
Thi Linh Anh Nguyen
Marketing Management MA - 2022
My experience studying in London has been rewarding, with new opportunities and experiences every day. I have gained knowledge and insight about the UK market which will be useful for my future employment. At the same time, getting to enjoy the culture and wonderful lifestyle in London has been amazing.
Annunziata Cipolletta
Marketing Management MSc - 2024
Studying at the University of Westminster has been a transformative experience for me. The flexible course structure, coupled with real-world marketing experience, has helped me develop both professionally and personally. I’ve had the chance to engage with inspiring professors, work on real case studies, and form lasting connections with students and industry professionals. I’m confident that this journey is shaping me into a marketing leader ready for the future.
What our students say
Sofia Fominova
Marketing Management MA
The course was very interesting, challenging and exceptionally rewarding. It helped me develop many professional skills that I now use on a daily basis and allowed me to take my business to a whole new level! The course exceeded my expectations significantly and I can honestly say that it was one of the best years of my life.
Aadil Raza
Marketing Management MSc - 2024
I chose the University of Westminster for its strong marketing reputation and central London location, offering valuable networking and real-world learning. The MSc in Marketing Management helped me grow academically and professionally, with excellent support from faculty and career services.
Student work and activities
Students on this course may have the opportunity to participate in a Marketing Planning Residential. This trip provides students with valuable real-world experience working on a live project as marketing consultants with one of our business partners, which helps consolidate their learning.
Previous live projects include working with the Strategy, Innovation and Marketing Manager for British Orchard Nursery to develop a marketing plan. Students were tasked with outlining a marketing strategy to increase turnover from £0.5m to £5 million in three years.
The 2024 cohort had the opportunity to take part in the CIM Pitch Competition, where they created a marketing plan for a UK-based small business enterprise. This work saw them shortlisted for the Marketers of the Future Award.
Learn new skills
Develop the key knowledge and skills
Understand marketing concepts, strategic marketing management, brand value and brand management, and acquire skills in marketing planning using online and offline channels and media.
Build research and analytical skills
Learn how to collect, analyse and interpret data and research, providing market intelligence to inform decision-making.
Put your skills into practice
Improve your company’s marketing performance and management effectiveness.
Fees and Funding
UK tuition fee: £16,700 (Price per academic year)
When you have enrolled with us, your annual tuition fees will remain the same throughout your studies with us. We do not increase your tuition fees each year.
Find out how we set our tuition fees.
Paying your fees
If you don't wish to pay the whole amount of your fees at once, you may be able to pay by instalments. This opportunity is available if you have a personal tuition fee liability of £2,000 or more and if you are self-funded or funded by the Student Loans Company.
Find out more about paying your fees.
Alumni discount
This course is eligible for an alumni discount. Find out if you are eligible and how to apply by visiting our Alumni discounts page.
Funding
There is a range of funding available that may help you fund your studies, including Student Finance England (SFE).
Find out more about postgraduate student funding options.
Scholarships
The University is dedicated to supporting ambitious and outstanding students and we offer a variety of scholarships to eligible postgraduate students.
Find out if you qualify for one of our scholarships.
Additional costs
See what you may need to pay for separately and what your tuition fees cover.
International tuition fee: £19,500 (Price per academic year)
When you have enrolled with us, your annual tuition fees will remain the same throughout your studies with us. We do not increase your tuition fees each year.
Find out how we set our tuition fees.
Paying your fees
If you don't wish to pay the whole amount of your fees at once, you may be able to pay by instalments. This opportunity is available if you have a personal tuition fee liability of £2,000 or more and if you are self-funded or funded by the Student Loans Company.
Find out more about paying your fees.
Alumni discount
This course is eligible for an alumni discount. Find out if you are eligible and how to apply by visiting our Alumni discounts page.
Funding
There are a number of funding schemes available to help you fund your studies with us.
Find out more about funding for international students.
Scholarships
The University is dedicated to supporting ambitious and outstanding students and we offer a variety of scholarships to eligible postgraduate students.
Find out if you qualify for one of our scholarships.
Additional costs
See what you may need to pay for separately and what your tuition fees cover.
We Are Westminster Blog
Read our blog to get an insight into student life and studying at the University of Westminster.
Teaching and assessment
Your learning experience is designed to develop the capabilities needed by the graduate labour market, integrating practice-based learning and projects alongside academic learning and marketing theory.
To assist the learning experience, reading lists, lecture and seminar materials are provided in advance via Blackboard, our virtual learning environment. Where possible, lectures are recorded using specialist software and similar tools to make sure you can really listen to what is said in class and not miss a thing.
How you’ll be taught
Through a variety of teaching methods – from lectures and seminars to live case study analysis and marketing management projects – we aim to bring study to life by incorporating real-world experience. A focus on group work and idea generation helps to develop the strong interpersonal skills expected of top managers.
There is a requirement for ‘self-guided’ learning, and you will be expected to develop your own opinions and approaches to problems. Group work is a core component of the programme, which allows you to deepen relationships with classmates, get a more thorough understanding of subjects by interacting with people from diverse professional and cultural backgrounds, and mimic the office environment in which projects are often conducted in small teams across different departments. You’ll be given multiple opportunities to put forth real-life solutions to problems, present marketing plans or new product development plans for promoting brand value and market optimisation.
We'll encourage you to keep up-to-date with a wide range of marketing platforms, approaches and strategies, being sensitive to early signs of changes in the market and trends, sharing discussion forums and articles or inviting practitioners to present some of their current challenges and experiences. Past talks within the School have covered topics as diverse as branding, digital marketing trends, content marketing, sustainability, and the secrets of inspirational women.
You’ll also have opportunities to attend specialist events hosted by external professional organisations. Recently, a group of students attended a half-day session on the potential of evolving digital technologies, Back to the Future, with presentations from Sky Media and RocketMill, a full-service digital marketing agency.
The teaching team has strengths across multiple subject disciplines, including academic scholarship and practitioner business experience, in strategic marketing management, brand management, consumer behaviour and psychology, quantitative data analysis and marketing analytics, distribution and price management, marketing communications, and digital marketing.
In the following graph you'll find examples of how study time has been distributed in the past (data from the academic year 2024/25). Changes to division of study time may be made in response to feedback and in accordance with our terms and conditions. Learning typically falls into three broad categories:
- Scheduled hours: examples include lectures, seminars, practical classes, workshops, supervised time in a studio
- Placement: placement hours normally include placement opportunities, but may also include live projects or virtual activity involving employers
- Independent study: non-scheduled time in which students are expected to study independently. This may include preparation for scheduled sessions, follow-up work, wider reading or practice, completion of assessment tasks, or revision
How you’ll be assessed
We use a wide range of engaging assessment methods and prioritise more innovative, industry-focused tasks, for example, client-based marketing planning, marketing research projects, and new product development plans.
Outputs might include marketing plans, project proposals, video presentations, blogs, infographics and digital content creation, as well as the more traditional presentations and time-constrained assessments.
The focus on practical resolution of real problems and the encouragement of analytical skills and creativity make this an attractive course. For example, we use real companies and case studies for coursework and you’ll gain hands-on experience of data analysis to help you understand market trends and the marketing environment, developing skills in relevant software and/or analytics.
We also pay particular attention to helping you develop specialisms and will encourage you to choose a dissertation topic in line with your personal interests and future career development.
In the following graph you'll find an indication of what you can expect (data from the academic year 2024/25). Changes to assessment weights may be made in response to feedback and in accordance with our terms and conditions. Assessments typically fall into three broad categories:
- Practical: examples include presentations, podcasts, blogs
- Written exams: end of semester exams
- Coursework: examples include essays, in-class tests, portfolios, dissertation
Facilities
The Learning Platform
Lecture theatres
Library
Bloomberg Financial Market Suite
Digital Marketing Lab
Meeting spaces
Cafe
Supporting you
Our Student Hub is where you’ll find out about the services and support we offer, helping you get the best out of your time with us.
- Study support — workshops, 1-2-1 support and online resources to help improve your academic and research skills
- Personal tutors — support you in fulfilling your academic and personal potential
- Student advice team — provide specialist advice on a range of issues including funding, benefits and visas
- Extra-curricular activities — volunteering opportunities, sports and fitness activities, student events and more
Course Location
Our Marylebone Campus has benefitted from a multi-million-pound refurbishment resulting in new workshops, digital studios and development of the Marylebone Library. The campus is home to Westminster Business School and our award-winning Architecture, Planning and Tourism courses. For more details, visit our Marylebone Campus page.
Westminster Business School
Based in the heart of London's political, media and financial services, Westminster Business School has excellent industry links and a strong commitment to social enterprise.
Our courses are accredited by professional bodies including the Association of Chartered Certified Accountants (ACCA), Chartered Institute of Building (CIOB), Chartered Institute of Marketing (CIM), Chartered Institute of Personnel and Development (CIPD) and Royal Institution of Chartered Surveyors (RICS).
Our practical teaching relates learning to the real world, and we develop graduates who are ready to respond to contemporary business challenges.
Contact us
Call our dedicated team on:
+44 (0)20 7911 5000 ext 65511
Opening hours (GMT): 10am–4pm Monday to Friday
Opening hours (GMT): 10am–4pm Monday to Friday
More information
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