University of London logo
  • Tuition Fee:
  • Local: $ 11.8k / Year
  • Foreign: $ 19k / Year
  • Languages of instruction:
  • English


    A distinct, research-led course based on contemporary theory and case material which is challenging and innovative. Our academics have expertise in cutting edge consumer and culture industry research and is best suited to students who have a keen interest in developing an intellectual understanding of the theories underpinning marketing concepts and processes.

    This course will:

    * provide you with an in-depth and critical understanding of a world increasingly defined by a culture of consumerism and the role played by marketing activities in building strong customer relationships and business opportunities.
    * develop a sound knowledge and understanding of the contemporary issues relating to marketing, consumers and culture

    You will study three core and three elective units over the first two terms. In the final term, you will complete a dissertation giving you the opportunity to analyse a marketing issue in depth.

    Core course units:

    Marketing - A Critical Introduction

    * gain a critical perspective on standard marketing management concepts and principles and reappraise their effectiveness and relevance in the light of contemporary marketing issues.

    Consumers and Brands

    * explore current ideas within marketing scholarship and practice concerning the consumption of brands.
    * examine theoretical advances and emerging strategic issues and explore wider global culture industry perspectives that holds that there is a meditational brand and consumer culture; to encourage eclectic perspectives and consider marketing practice as impacting upon wider cultural frameworks.

    Research methods

    * gain an intuitive understanding of statistical methods that will help develop a critical (albeit respectful) understanding of empirical research.
    * learn how to produce and interpret descriptive statistics and associated tables and graphs by helping them to develop the ability to use inferential analysis and hypothesis testing techniques. This will help students to master the basic techniques for measuring statistical relationships between variables and develop skills for using statistical software package and impart the confidence and taste for empirical research in marketing.
    * develop a critical understanding of the different methodological perspectives on research design and the ability to use a variety of qualitative research techniques, including observation, interviewing and case studies and identify the key ethical issues posed by particular research designs. This will help you use various methods such as observation, interviewing and case studies, allowing the ability to outline a research plan.

    DissertationThe dissertation is an opportunity to analyse marketing in depth. By the end of the dissertation, students should be:

    * able to plan and manage a project
    * define aims and objectives
    * identify appropriate data sources and collection methods
    * be aware of and deal with potential pitfalls, execute a dissertation plan, and construct an effective argument.

    Elective course units:

    Arts Marketing

    * introduce you to the basic marketing theories and practices necessary for the successful running of art galleries. Attention is drawn to arts consumption and consumers, with reference to arts organizations in the private, public, and voluntary sectors.

    Business to Business Marketing

    * develop a deep understanding of industrial marketing theory and how it is different from consumer marketing.
    * Understand how the marketing mix can be manipulated by industrial marketing managers by reviewing theory and engaging with a variety of case studies.

    Consumption, Markets & Culture

    This course will provide students with an intellectually and historically grounded ability to understand the broader socio-cultural issues relevant to marketing practice in the 21st century.

    * gain the skills and knowledge to understand the interactions that occur between the market, consumers and the marketplace. The focus centres on how particular manifestations of culture are constituted, maintained and transformed by broader forces such as cultural narratives, myths, ideologies & grounded in specific socioeconomic circumstances and marketplace systems.
    * work with popular texts such as The McDonaldization of Society by George Ritzer as well as with complex theoretical concepts including Consumer Culture Theory, Symbolic Consumption and the Production of Culture.

    Digital Media Marketing

    * examine the role of digital media within contemporary marketing practice and its impact on marketing theory.
    * learn how new technologies have paved the way for consumers to embrace new media and have also allowed organisations to develop new markets and strategies to push their business forward.
    * develop knowledge and practical experience of digital media and marketing concepts available via these developing technologies.

    Marketing Communications

    * examine examine the principal means of marketing communications advertising, promotion, public relations, direct marketing and sales teams.
    * develop an understanding of the contemporary media environment and how this impacts on marketers efforts to communicate with stakeholders. An important theme that will be examined is how communication should change when dealing with different segments, and entering markets with different communication cultures (particularly overseas).

    Marketing Ethics

    * Develop a critical understanding of the scope and nature of marketing ethics.
    * Identify and evaluate moral issues that arise both in day-to-day marketing mix decisions and in the ideology of marketing management more broadly.

    Not-for-Profit and Public Sector Marketing

    What is the result of the absence of a profit motive in the role of marketing? You will:

    * explore the complex marketing relationships that exist in both not-for-profit and public sector marketing.
    * evaluate and analyse the debates and controversies with the rise of marketing discourses around not-for-profit and public sector organizations.

    Sports Marketing

    * develop an understanding of the unique application of marketing principles and processes to the sports industry. Two themes are considered: sports as product and sports as medium.

    On completion of the course graduates will have:

    * developed a systematic understanding of marketing practice together with a critical awareness of current issues at the forefront of marketing in society
    * evaluated critically the relevant academic literature
    * evaluated research methodologies and undertaken research into marketing in society
    * developed a theoretical and empirical knowledge of marketing and employed a variety of academically based marketing techniques and practices
    * acquired a range of conceptual, technical and personal skills
    * developed an understanding of the use and value of the case study method.

    UK requirements for international applications

    Universities in the United Kingdom use a centralized system of undergraduate application: University and College Admissions Service (UCAS). It is used by both domestic and international students. Students have to register on the UCAS website before applying to the university. They will find all the necessary information about the application process on this website. Some graduate courses also require registration on this website, but in most cases students have to apply directly to the university. Some universities also accept undergraduate application through Common App (the information about it could be found on universities' websites).

    Both undergraduate and graduate students may receive three types of responses from the university. The first one, “unconditional offer” means that you already reached all requirements and may be admitted to the university. The second one, “conditional offer” makes your admission possible if you fulfill some criteria – for example, have good grades on final exams. The third one, “unsuccessful application” means that you, unfortunately, could not be admitted to the university of you choice.

    All universities require personal statement, which should include the reasons to study in the UK and the information about personal and professional goals of the student and a transcript, which includes grades received in high school or in the previous university.

    University requirements

    Program requirements

    * UK Upper Second Class Honours degree (2:1) or equivalent. * Relevant professional qualifications related to the field of marketing and work experience in an associated area will be considered. * IELTS and TOEFL scores for non-native English speaking applicants. English Language Requirements IELTS band: 6.5 TOEFL iBT® test: 88 IMPORTANT NOTE: Since April 2014 the ETS tests (including TOEFL and TOEIC) are no longer accepted for Tier 4 visa applications to the United Kingdom. The university might still accept these tests to admit you to the university, but if you require a Tier 4 visa to enter the UK and begin your degree programme, these tests will not be sufficient to obtain your Visa. The IELTS test is most widely accepted by universities and is also accepted for Tier 4 visas to the UK- learn more.
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