The online MSc Marketing from Lancaster UniversityThe online MSc Marketing from Lancaster UniversityThe online MSc Marketing from Lancaster University

Lancaster University seeks applicants who are ambitious, enterprising and driven to challenge the status quo to positively disrupt industries and organisations. Lancaster is more than just a world-class education – it’s a network of students and academics committed to creating lasting positive change in the world’s economies, cultures, societies and environments. 

The online MSc Marketing offers comprehensive training to graduates from both marketing and non-marketing disciplines. The programme is ideal for applicants who are already in the workforce and either have some marketing experience that they are seeking to validate with a master’s degree, or have no marketing experience and are looking to establish their expertise.

The online marketing master’s programme prepares you to excel in a highly dynamic marketing industry, equipping you with a broad-based marketing foundation that strikes an advantageous balance between theory and practice. 

The programme curriculum is designed to establish a robust foundational knowledge of marketing functions, as well as a sophisticated understanding of how to apply them to effective marketing strategy. As such, the programme covers topics on strategic planning, consumer and business buyer behaviour and integrated communications. 

Throughout the course of the programme, you will cover the following: 

• Module 1: Core Concepts of Marketing

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  This module offers a comprehensive overview of key marketing and communications concepts, beginning with foundational marketing principles such as STP (Segmentation, Targeting and Positioning) and the marketing mix. It delves into the essentials of branding, exploring brand identity and brand equity through various frameworks, and the growing importance of inclusive and ethical branding practices. The module also covers integrated marketing communications, emphasising the effective use of both traditional and digital channels, public relations and sponsorships. In addition, you will develop academic skills including critical reading, writing, referencing and reflective practice. Finally, the module introduces the role of AI in communications, focusing on automated email marketing, chatbot basics and the ethical considerations of AI-driven communication strategies.

• Module 2: Strategic Marketing and Branding

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  This module provides a thorough exploration of strategic marketing processes, including environmental scanning, competitor analysis, KPI setting and ROI measurement. It covers brand strategy in depth, focusing on brand architecture, portfolio management, brand extension and the management of corporate brand reputation. Ethical considerations and sustainability are integral, with a focus on incorporating inclusive stakeholder perspectives and corporate social responsibility into strategic planning. You will also explore the use of AI in strategic decision-making, particularly in predictive analytics, scenario planning and resource allocation.

• Module 3: Data-Driven Market Insights and Intelligence

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  This module covers a wide range of market research methods, including both quantitative and qualitative approaches. It introduces data literacy skills such as basic statistics, data cleaning, handling outliers and the ethical and GDPR considerations crucial to research. You will also explore AI-powered research techniques, such as sentiment analysis, text mining and social listening, which enhance traditional methods. Finally, the module highlights the importance of inclusivity in research sampling, emphasising strategies for minimising bias and ensuring diverse representation. By covering a comprehensive range of marketing research methods, this module equips you with the knowledge you will need to succeed in the final research project.

• Module 4: Decision-Making in Consumer and B2B Markets

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  This module explores the decision-making processes in both B2C and B2B contexts, examining the psychological, cultural and organisational factors that influence consumer choices. You will learn about AI personalisation techniques, such as recommendation engines and lead scoring, which optimise customer engagement. The module also addresses ethical and inclusive targeting, with strategies for avoiding stereotypical marketing and ensuring representation of diverse consumer segments.

• Module 5: Advanced Digital Marketing and Analytics

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  This module covers key digital marketing channels, including SEO, SEM, social media, email, influencer marketing and content strategy, equipping you with the skills to navigate the digital landscape. It introduces AI-based optimisation techniques, such as programmatic advertising, real-time bidding and personalisation engines to enhance campaign effectiveness. 

  Ethical and inclusive digital practices are emphasised, focusing on accessible content (in line with WCAG), data privacy and non-discriminatory targeting. The module also addresses performance measurement, with a focus on key metrics, dashboards and AI-based insights to evaluate and improve digital marketing efforts.

• Applied marketing research project

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  In the final part of the online MSc Marketing programme, you will have the opportunity to undertake an independent research or consultancy-based project from a variety of regional, national and global companies across various industries. 

  The capstone project is a valuable opportunity to apply your newly acquired knowledge to a real or simulated organisational challenge. Inclusivity and sustainability are key, and you will be expected to integrate ethical considerations and diverse stakeholder perspectives into your final recommendations.   

Build your marketing confidence from the ground up

Marketing is an exciting and dynamic industry that calls for contemporary skills, critical thinking and unique insights. Join the online MSc Marketing programme and get the practical experience and theoretical foundations you need to build and thrive in the marketing career you want.

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A complex world calls for flexible learning designed for your needs. In the online MSc Marketing programme, you will find an intuitive platform, comprehensive support and a globally recognised education designed for real people with real lives.  

Our close-knit community is bolstered by a dedicated team of academics who are more than just lecturers – they are mentors who work closely with students throughout the programme. As a student on the MSc Marketing programme, you will learn from Lancaster University academics who are active practitioners and top researchers in the marketing field. They bring a wealth of real-world experience, industry insights and network connections to the online classroom.  

The academics take an active role in live sessions, encouraging productive discussion and debate that is as rooted in students’ lived professional experience as it is in theory. Lecturers work actively towards broadening your perspective and generating actionable insights to empower you to drive change in your organisations and careers. 

Lancaster’s online MSc Marketing programme will equip you with the marketing theory, hands-on experience, and clear-eyed confidence you need to pursue new career opportunities in an ever-changing field.

Empower yourself to diversify your prospects and pursue the kind of marketing career you’ve always wanted. With the skills, insights and industry connections you will accrue through the online MSc Marketing programme, you will be prepared to flourish in whatever comes next – whether it’s your first marketing role, or your first business venture.