Top 50 for Marketing in the QS World University Rankings by Subject 2024
Marketing is an exciting, challenging, and nuanced discipline that touches every aspect of our lives—from the products we buy to the retail stores we visit to the websites we browse. Almost every company has a marketing department, and marketing skills are highly valued in contemporary businesses. The work that marketers do can have a profound impact on society, the economy, the environment, and culture.
The MSc Marketing is your gateway to a thriving professional career in marketing. Our perfect blend of theory and practice, alongside connections with top employers and industry influencers, will help you to become a knowledgeable marketing postgraduate who will flourish in a changing and dynamic landscape. As a conversion programme, our MSc Marketing offers outstanding and comprehensive training to graduates from non-marketing disciplines, designed to fast-track your career.
The programme provides a well-rounded marketing education that fosters the critical and strategic skills to multiply your career prospects. You will learn about global issues as well as the theories, tools, and techniques that connect and shape firms, markets and consumers. You will also have the flexibility to choose between elective modules to advance your specific marketing interests, such as international retail marketing and branding strategy. In the final term, you will work on a company-commissioned dissertation for a client to explore real-life solutions to a problem and present and develop your findings.
The programme is double accredited by the Chartered Institute of Marketing (CIM) and Digital Marketing Institute (DMI), allowing you to gain professional qualifications alongside your degree. You will be able to take advantage of our award-winning careers team and active alumni network during your time as a student and after your studies.
The MSc Marketing programme runs over three terms. In your first term, from October to December, you will study four core modules:
Introduction to Marketing and Global Strategy
Marketing Communications,
Consumer Behaviour and Insights
Building Marketing Intelligence
In your second term, from January to March, you will take the core modules of strategic Marketing and Simulation and Digital Marketing and Analytics, plus a choice of one optional module as outlined in the course structure below.
In the third term, you will work on your Capstone project, where you’ll build essential professional skills and undertake a hands-on research project within a real marketing setting and write a Company Commissioned Dissertation, where you will dive deep into a marketing issue that aligns with your field of study.
Throughout the year, you will work on professional skills and build your communication and employability skills through practical exercises, role-playing, and real-world scenarios.
Assessment methods
Assessment methods vary from module to module and include coursework, essays, formal examinations, group reports, case study analyses and presentations. These methods are designed to give you a range of skills and experience to enhance your learning.
Course accreditation
Students on the MSc Marketing programme are automatically enrolled in the Chartered Institute of Marketing’s Accredited Degree for one year. You’ll have the opportunity to gain the professional qualification of CIMDip if you wish to engage in additional study alongside your master's.
The programme is approved by the Digital Marketing Institute (DMI), the global standard in digital marketing professional learning and certification. Students on the MSc Marketing programme are eligible to enrol on the DMI certification (extra charge payable to DMI, current fee approx. £250 + VAT), allowing you to gain Associate level certification upon completing your programme and lifetime access to DMI resources.
The Master's in Marketing is a 12-month programme, starting in October
Double accreditation
Benefit from the Chartered Institute of Marketing’s Accredited Degree scheme and the option to obtain a Certified Digital Marketing Associate (CDMA) accreditation from the Digital Marketing Institute upon completion of your master's degree.
Group work
Small seminar groups for focused learning
Change your discipline
Designed for graduates with a first degree in any subject
Career options
Gain the skills to pursue a wide range of career pathways
Demonstrate your expertise
Develop a portfolio of work to help you succeed in the marketing profession
Top 50 in the world for Marketing
Lancaster is ranked 6th in the UK and in the Top 50 globally for Marketing according to the QS World Rankings by Subject 2024, one of 11 subjects at Lancaster to be featured in the top 100 in these prestigious listings.
The Careers Team at LUMS helps you shape your career plans and supports your job-hunting process in a variety of ways, including personalised one-to-one support and interactive workshops on areas such as career strategies, writing CVs and applications, interview skills, psychometric testing, what to expect at assessment centres, and online networking strategies.
Our highly sought-after graduates now work in client-side companies such as Google, Montblanc, and Uniqlo, as well as agency-side companies, such as MediaCom and AMV BBDO.
Eligibility: You must hold an offer of study for the MSc Marketing, MSc Digital and Social Media Marketing, or MSc Advanced Marketing Management, with at least a 2:1 Hons degree (UK or equivalent).
Details of the award: To apply for this scholarship, please fill out the appropriate form below. There are two different awards, and you should choose one to apply for. Awardees must also meet all other entry requirements for the postgraduate taught programme applied for, which will be delivered at Lancaster University Management School.
MSc Marketing/MSc Digital and Social Media Marketing
2:2 Hons degree (UK or equivalent) in any subject discipline including business and management related subjects (applicants with prior academic and/or work experience in Marketing will be considered on an individual basis). Marks should be consistently at 2:2 level throughout your undergraduate studies, with all marks at least pass level.
If you have studied outside of the UK, we would advise you to check our list of international qualifications before submitting your application.
English language requirements
We may ask you to provide a recognised English language qualification, dependent upon your nationality and where you have studied previously.
We normally require an IELTS (Academic) Test with an overall score of at least 6.5, and a minimum of 6.0 in each element of the test. We also consider other English language qualifications.
Delivered in partnership with INTO Lancaster University, our one-year tailored pre-master’s pathways are designed to improve your subject knowledge and English language skills to the level required by a range of Lancaster University master’s degrees. Visit the INTO Lancaster University website for more details and a list of eligible degrees you can progress onto.
Course structure
You will study a range of modules as part of your course, some examples of which are listed below.
Information contained on the website with respect to modules is correct at the time of publication, but changes may be necessary, for example as a result of student feedback, Professional Statutory and Regulatory Bodies' (PSRB) requirements, staff changes, and new research. Not all optional modules are available every year.
Core
core modules accordion
This module equips you with the essential tools and insights needed to gather and interpret marketing intelligence for informed decision-making. Marketing intelligence is fundamental for effective strategy, relying on both quantitative and qualitative research methods to provide a holistic view of consumer behaviour. You will explore various research tools and techniques, learning to harness quantitative data for measurable insights and qualitative methods for a deeper understanding of customer motivations and experiences. This dual approach allows you to build precise, empathetic strategies that respond to real consumer needs.
You’ll dive into the entire research process, from selecting appropriate research types—such as exploratory and descriptive—to designing data collection instruments, using sampling methods, and ethically analysing data. By the end of the module, you’ll be able to commission, manage, and interpret marketing intelligence, a critical skill for roles like marketing manager, product manager, and brand strategist.
Additionally, this module will prepare you for your dissertation, giving you a solid foundation in research skills you’ll need for practical projects. Through structured lessons and hands-on experiences, you’ll develop strong oral and written communication skills, an invaluable asset for any marketing professional tasked with conducting or managing impactful research.
Understanding consumer behaviour is essential for successful marketing. This module explores how and why consumers interact with marketing systems, focusing on both traditional and digital environments. You’ll examine consumer behaviour from cultural and experiential perspectives, learning how various factors—from identity and social influences to digital engagement—shape consumption patterns. Through this approach, you’ll gain insights that are invaluable for marketing across diverse markets and essential for navigating today’s digital landscape.
Throughout the module, you’ll engage with key theories and concepts in consumer behaviour, including consumer culture theory, socialisation, symbolic consumption, and marketplace cultures. Additionally, you’ll explore the impact of digital consumption, covering topics like surveillance capitalism, social labour, and the psychological effects of online interactions. This knowledge will help you understand the psychological and sociological factors that influence consumers’ online behaviours, equipping you to develop strategies tailored to digital audiences.
This module also addresses the ethical dimensions of consumer behaviour, encouraging you to critically reflect on how consumption shapes, and is shaped by, neo-liberal culture. You’ll analyse the impact of marketplace systems on consumers and examine emerging technologies and trends that influence modern consumer behaviour. By the end of the module, you’ll have a well-rounded understanding of consumer insights, preparing you to create empathetic, informed, and ethical marketing strategies in an increasingly digital world.
In today’s world, marketing is inseparable from digital platforms. This module immerses you in the rapidly evolving field of digital marketing, helping you understand how to engage with and satisfy consumers through online channels. You’ll explore the principles and tools that underpin digital marketing, from social media and online advertising to data analytics, AI, and emerging technologies like AR and VR. This practical and critical approach ensures you’re prepared for both the opportunities and challenges of this dynamic discipline.
The module emphasises core skills essential for digital marketing professionals, including written and visual communication, data analysis, and the ability to synthesise complex datasets. You’ll learn to attract new customers, enhance online customer experiences, and build brand awareness while developing key competencies in teamwork, digital presentation, and IT communications.
Key topics include content marketing, influencer engagement, big data analytics, ethics, and regulation in digital marketing. By the end of the course, you’ll be able to evaluate and critique digital marketing strategies, construct and position market offerings, and confidently communicate your insights. This module equips you with a critical understanding of digital marketing’s role in modern organisations, preparing you for impactful roles in this fast-paced, high-demand field.
This foundational module introduces you to essential marketing principles and the strategies needed to thrive as a marketing professional in a globally connected, sustainability-focused business environment. You’ll build a deep understanding of marketing’s core theories and practices, exploring the language and concepts that define the field. Through an examination of both historical foundations and modern advancements, you’ll gain insight into the evolution of marketing and the unique challenges and opportunities presented by today’s global markets.
In this module, you’ll learn to bridge the gap between theory and practice, understanding how marketing models are applied in real-world settings. You’ll also study the role of sustainability in modern marketing and explore strategies that help businesses succeed while addressing global environmental concerns. By the end of this module, you’ll be able to assess complex marketing challenges, develop impactful solutions, and communicate effectively as a marketing professional.
Key outcomes include gaining a comprehensive understanding of marketing roles and responsibilities, building foundational knowledge in marketing concepts, and developing critical thinking and problem-solving skills. This module prepares you for the rest of the programme, equipping you with the tools to approach advanced marketing topics and make informed strategic decisions in a rapidly changing global market.
This module prepares you to design and execute effective marketing communication strategies across today’s multi-channel landscape. In an environment where targeted messaging is crucial to brand visibility and engagement, you’ll learn how to create impactful campaigns that connect with audiences and drive results. This course covers key areas of digital media, advertising, public relations, and integrated marketing communications (IMC), providing you with practical skills to analyse, adapt, and optimise messaging across various platforms.
You’ll explore both the art and science behind successful marketing communications, from crafting compelling messages to scientifically testing and measuring campaign effectiveness. Through an understanding of integrated communication planning, you’ll learn to build brand assets that are distinct and resonant across digital and traditional media. Topics include media planning, the complexities of today’s consumer journey, and the role of personalisation in enhancing engagement.
By the end of the module, you’ll be able to evaluate real-world marketing campaigns, apply theoretical models, and assess communication effectiveness. You’ll gain confidence in responding to client briefs, developing creative ideas, and applying insights from academic theory to practical marketing contexts. This module equips you with essential skills for both digital and traditional marketing, preparing you to lead in a competitive, multi-channel marketplace.
In this module, you’ll build essential professional skills and undertake a unique, hands-on research project within a real marketing setting. The Professional Skills component is designed to develop your communication and employability skills, with a special focus on the responsible use of AI as a tool to support business interactions. Through practical exercises, role-playing, and real-world scenarios, you’ll enhance your critical thinking, quick decision-making, and adaptability—qualities that are highly valued in marketing. Structured networking sessions with industry professionals will further help you gain confidence and a deeper understanding of the global marketing landscape.
The Company Commissioned Dissertation (CCD) is your chance to dive deep into a marketing issue that aligns with your field of study. Working closely with academic and industry mentors, you’ll apply insights from your coursework to tackle a real-world problem, drawing on both academic and professional resources. If you’re on a specialised pathway, such as Digital and Social Media Marketing or International Brand Management, you’ll focus your research in that area. MSc Marketing students are free to explore any marketing topic of interest. This capstone project will help you build expertise and prepare you for the challenges of a dynamic marketing career.
This module is designed to prepare you for the complexities of strategic marketing planning in a competitive and uncertain environment. Through the ‘Digital Markstrat’ simulation, you’ll gain hands-on experience crafting and executing marketing strategies, equipping you with a practical understanding of strategic decision-making. By applying theoretical frameworks in this dynamic and data-rich environment, you’ll develop the critical thinking and adaptability required to achieve competitive advantage.
You’ll explore all stages of the marketing planning process, from audits to strategic decisions and implementation, aligning plans with organisational goals and evaluating their impact. The module also emphasises essential skills for modern marketers: data analysis, teamwork, presentation, leadership, and negotiation. Working in groups, you’ll analyse complex data, create strategies, and present your findings while reflecting on your decisions and their outcomes.
This course also supports professional accreditation opportunities and aligns with the Chartered Institute of Marketing’s (CIM) ‘Strategy and Planning’ module. By the end of the module, you’ll be able to develop and implement strategic marketing plans, critically evaluate results for continuous improvement, and reflect on your actions. This immersive, experiential approach ensures you leave with both practical skills and a strategic mindset, ready to lead in the marketing field.
Optional
optional modules accordion
This module provides you with the knowledge and skills needed to create and manage impactful brands that resonate with consumers and drive marketing success. By exploring branding from diverse perspectives—social, psychological, financial, and creative—you’ll learn how to integrate these aspects into cohesive brand strategies that enhance customer loyalty and profitability. The module emphasises contemporary branding challenges, including digital opportunities, global markets, and sustainability.
You’ll begin by examining what brands are and their historical evolution, followed by topics such as brand architecture, cultural branding, digital branding, and managing global and ethical brands. Weekly lectures will introduce core concepts and theories, while workshops will deconstruct these ideas through real-world examples and collaborative exercises. You’ll engage with key issues like brand damage, rejuvenation, and the impact of emerging technologies such as AI and influencer marketing.
The module also fosters critical thinking, teamwork, and leadership skills. You’ll learn to analyse brands strategically, communicate effectively with professionals, and navigate branding challenges in various contexts. By the end of the course, you’ll understand the critical role of brand strategy in shaping businesses and society and be equipped to develop innovative and sustainable branding solutions in a competitive, ever-evolving market.
This module equips you with the knowledge and skills needed to navigate the unique dynamics of business-to-business (B2B) markets. Unlike B2C markets, B2B environments require a deep understanding of complex buying behaviours, strategic relationships, and tailored communication strategies. This course offers a comprehensive exploration of these key aspects, providing you with the tools to excel in a B2B marketing context.
You’ll learn to analyse business markets, develop responsible business strategies, and align marketing processes with digital technologies. Core topics include market segmentation, value propositions, global market dynamics, and integrating traditional and digital communication channels. The module emphasises practical skills such as negotiation, strategic planning, and leveraging networks to create competitive advantage.
Through interactive workshops and applied learning, you’ll develop the ability to synthesise diverse data sources, apply theoretical concepts in professional scenarios, and critically evaluate emerging trends and technologies. You’ll also enhance your leadership, teamwork, and communication skills with opportunities to present work outcomes professionally across various formats.
By the end of this module, you’ll have a holistic understanding of B2B markets and the tools to design and implement effective marketing strategies. You’ll be prepared to assess competitive landscapes, craft responsible business strategies, and apply innovative communication techniques, positioning yourself as a future-ready professional in the B2B marketing field.
Explore the rich and dynamic world of consumer experiences in this cutting-edge module, designed to deepen your understanding of how individuals interact with marketplaces and brands. Building on foundational knowledge of consumer behaviour, this course focuses on the sensory, emotional, and spatial aspects of consumer behaviour, with a strong emphasis on accessibility and inclusion.
You will investigate how marketers craft impactful experiences while addressing critical social issues, including consumer vulnerability and marketplace accessibility for disabled customers. This module’s multidisciplinary approach draws on insights from sociology, anthropology, and geography, helping you consider the ethical and aesthetic dimensions of consumer experiences.
Over five weeks, you’ll engage in interactive lectures, small-group seminars, and a unique exhibition event where you’ll create and showcase artwork that reimagines accessible commercial spaces. Key topics include experiential marketing, sensory branding, and the disabling marketplace.
By the end of the module, you will have developed the skills to critically evaluate consumer behaviour theories, apply inclusive marketing strategies, and reflect on the role of space and place in shaping consumption. This course equips you to become a forward-thinking marketer who understands the complexities of consumer experiences and champions equality in your professional practice.
This module explores the critical role of international retail marketing in the global distribution of products and services. By examining the interplay between globalisation, digitalisation, sustainability, and retail firm internationalisation, you’ll gain insights into how retailers succeed—or fail—in dynamic global markets. Through a mix of theoretical frameworks and practical applications, this course prepares you to navigate the complexities of retail marketing at the strategic level.
You’ll delve into four key themes:
the internationalization of retail firms,
globalisation and de-globalisation of markets,
the digital transformation of retailing, and
sustainability in supply chains.
Topics include market selection, entry strategies, balancing offline and online operations, and adapting to shifting consumer and regulatory demands. These themes provide a comprehensive understanding of the forces shaping international retailing today.
The module also emphasises critical skills such as report writing, data analysis, and synthesising information to make strategic recommendations. You’ll conduct market selection activities, assess international marketing practices, and evaluate the tensions between globalisation and localised approaches.
By the end of this module, you’ll be able to critically analyse international retail marketing processes, assess the factors that influence success in global markets, and apply your knowledge to solve complex management challenges. Equipped with these skills, you’ll be ready to lead in the evolving world of international retail marketing.
This module challenges you to critically evaluate the complex relationship between marketing and society, encouraging you to reflect on the broader impacts of marketing on culture, consumer behaviour, and sustainability. By examining contemporary issues such as environmental concerns, consumerism, and ethical marketing practices, you’ll gain the tools to critique and reimagine marketing’s role in addressing societal challenges.
Throughout the course, you’ll explore key topics, including the influence of neoliberal culture, the connection between consumerism and happiness, ethical considerations in marketing to vulnerable groups, and the societal impacts of fast fashion and monopolies. Discussions will also cover counterculture, celebrity culture, and the sharing economy, providing a comprehensive view of how marketing both shapes and is shaped by society.
This module emphasises critical thinking, ethical reasoning, and interdisciplinary perspectives. Through case studies, provocative discussions, and interactive workshops, you’ll develop the ability to analyse marketing practices, predict future societal trends, and approach complex ethical dilemmas with confidence.
By the end of the module, you’ll have enhanced your analytical and communication skills, deepened your understanding of marketing’s societal impact, and cultivated a more reflexive, ethical mindset. This knowledge will prepare you to navigate and influence the evolving role of marketing in shaping a sustainable and equitable future.
There may be extra costs related to your course for items such as books, stationery, printing, photocopying, binding and general subsistence on trips and visits. Following graduation, you may need to pay a subscription to a professional body for some chosen careers.
Specific additional costs for studying at Lancaster are listed below.
College fees
Lancaster is proud to be one of only a handful of UK universities to have a collegiate system. Every student belongs to a college, and all students pay a small College Membership Fee which supports the running of college events and activities. Students on some distance-learning courses are not liable to pay a college fee.
For students starting in 2025, the fee is £40 for undergraduates and research students and £15 for students on one-year courses.
Computer equipment and internet access
To support your studies, you will also require access to a computer, along with reliable internet access. You will be able to access a range of software and services from a Windows, Mac, Chromebook or Linux device. For certain degree programmes, you may need a specific device, or we may provide you with a laptop and appropriate software - details of which will be available on relevant programme pages. A dedicated IT support helpdesk is available in the event of any problems.
The University provides limited financial support to assist students who do not have the required IT equipment or broadband support in place.
For most taught postgraduate applications there is a non-refundable application fee of £40. We cannot consider applications until this fee has been paid, as advised on our online secure payment system. There is no application fee for postgraduate research applications.
For some of our courses you will need to pay a deposit to accept your offer and secure your place. We will let you know in your offer letter if a deposit is required and you will be given a deadline date when this is due to be paid.
The fee that you pay will depend on whether you are considered to be a home or international student. Read more about how we assign your fee status.
If you are studying on a programme of more than one year’s duration, tuition fees are reviewed annually and are not fixed for the duration of your studies. Read more about fees in subsequent years.
Scholarships and bursaries
You may be eligible for the following funding opportunities, depending on your fee status and course. You will be automatically considered for our main scholarships and bursaries when you apply, so there's nothing extra that you need to do.
Unfortunately no scholarships and bursaries match your selection, but there are more listed on scholarships and bursaries page.
Rajat, a recent graduate, talks about his experience on the programme.
Making Marketing Matter
Marketing is everywhere, and in our Making Marketing Matter podcast, we introduce you to the world of marketing – everything from digital to advertising, sustainability to accessibility – that you can encounter as a student at Lancaster University.
We’ll show you what students can expect to learn on our programmes, introduce you to the experts who head up our teaching and research activities, and dive into fascinating subjects you might never have associated with marketing – from salmon farming to art exhibitions, science fiction to dark tourism and the metaverse.
The information on this site relates primarily to 2025/2026 entry to the University and every effort has been taken to ensure the information is correct at the time of publication.
The University will use all reasonable effort to deliver the courses as described, but the University reserves the right to make changes to advertised courses. In exceptional circumstances that are beyond the University’s reasonable control (Force Majeure Events), we may need to amend the programmes and provision advertised. In this event, the University will take reasonable steps to minimise the disruption to your studies. If a course is withdrawn or if there are any fundamental changes to your course, we will give you reasonable notice and you will be entitled to request that you are considered for an alternative course or withdraw your application. You are advised to revisit our website for up-to-date course information before you submit your application.
More information on limits to the University’s liability can be found in our legal information.
Our Students’ Charter
We believe in the importance of a strong and productive partnership between our students and staff. In order to ensure your time at Lancaster is a positive experience we have worked with the Students’ Union to articulate this relationship and the standards to which the University and its students aspire. View our Charter and other policies.
