Course specification and structure
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PMMKTPWY - MA Marketing

Course Specification

Validation status Validated
Highest award Master of Arts Level Masters
Possible interim awards Postgraduate Diploma, Postgraduate Certificate
Total credits for course 180
Awarding institution London Metropolitan University
Teaching institutions London Metropolitan University
School Guildhall School of Business and Law
Subject Area Business and Management
Attendance options
Option Minimum duration Maximum duration
Full-time 1 YEARS 6 YEARS
Part-time Day and Evening 2 YEARS 6 YEARS
Course leader  

About the course and its strategy towards teaching and learning and towards blended learning/e-learning

The MA Marketing course is designed to provide students with the key industry-standard skills needed to develop a successful career in business and/or public services. The course offers students with the opportunity to gain a thorough grounding in the key theories and emerging concepts in marketing, which can be applied in a variety of organisations and contexts. The degree offers two pathways namely retail marketing and advertising and public relations, allowing students to explore, develop and expand their knowledge in their area of interest.

The course is accredited by The Chartered Institute of Marketing (CIM) the leading global professional body for marketers worldwide. Through the CIM gradate gateway programme students will be able to gain exemptions from units for the CIM Certificate in Professional Marketing and Diploma in Professional Marketing and upon graduation may gain the additional award.

Teaching strategy

The course adopts a student-led blended learning approach in which a high degree of student in-put and interaction is encouraged. This approach draws up on the experiences of the participating students. The overall teaching and learning strategy is to move students from their existing and often passive learning approaches, toward making each student an individual and active independent learner at a Masters level.

Three key principles underpin the teaching and learning strategies with the notion of students as co-producers/co-creators of knowledge with faculty:

Firstly, learning and teaching methods are designed to ensure that students’ understanding of marketing takes place in an applied decision-making context. In order to achieve this, some modules make extensive use of the case study method of learning, whilst others use project-based activities, industry visits, business/marketing games and simulations. In each case the underlying principle is to utilise, translate and apply appropriate concepts, theory, models and empirical evidence into realistic decision-making context. The critical linking of theory to practice is a fundamental characteristic of the course. In order to improve students’ knowledge and skills in qualitative/quantitative data analysis and decision making, they will make use of dedicated data analysis software tools, as appropriate.

Additionally, a programme of guest speakers from industry and authors of eminent works are incorporated into the course. This enhances students understanding of the various career options available to them upon completion of the course. In order to ensure that students take more control of their learning and development, a ‘flipped classroom’ approach is adopted where all lectures are recorded and/or teaching materials are made available online, and the classroom time is used for more interactive questioning, student content creation and idea exploration.

Secondly, learning and teaching methods reflect changes in constant changes in the business environment which requires students to be able to rapidly interpret, synthesise and analyse ideas and information. This principle is reflected in the requirement that students should reflect on their learning, that they should contextualise it within their current and past work experience, and that they should comment on the presentations and work of other students on the programme. Students are also encouraged to engage meaningfully with personal development planning (PDP) through the curriculum. This enables them to reflect on, plan, review and record their own personal and marketing/business skills development.

Finally, the diversity of experiences that students bring to the course is used positively to enhance the collective student experience. This is achieved by utilising a variety of group, team and syndicate activities drawn together, where possible, with plenary sessions. Additionally, independent study will play a critical role in ensuring that students with different market knowledge and experience will use individual routes to achieve the common learning outcomes in each module.

The use of digital technology is central to the delivery of course modules contents, seminars exercises and student feedback. Communications with students takes place via Weblearn where materials are constantly uploaded and updated and announcements are made. Students are asked to effectively utilise Weblearn facilities and use blogs to share their views of contemporary issues in marketing and related areas of study. In such an online collaborative learning (OCL) environment tutors play a key role as the link to the knowledge community and students are encouraged and supported to work together to create knowledge, explore ways to innovate and solve problems rather than recite what they think is the right answer.

The course adopts an enterprising approach to teaching and learning in which some modules are delivered in collaboration with the Accelerator, London Metropolitan University's business incubator, which focuses on delivering career-ready, global enterprising graduates. Students are also strongly encouraged to utilise the support provided by Accelerator.

The formal teaching contact time takes place through lectures, seminars, workshops and IT lab sessions whereby information is conveyed, analysed and evaluated through various methods such as case studies, individual and group project activities, presentations, seminar discussions, conferences, self-managed study and individual supervision.

Staff complement this 'formal' learning activity with directed activities, for example the reading of the material suggested in the modules, often from academic journals and module texts.

Independent study includes use of learning material such as lecture and seminar material, additional references and links to external resources are generally made available through Weblearn. Students also need to undertake their own primary and/ or secondary research. All modules provide extensive and up-to-date bibliographies.

Employability focus (including attribute development)

The Marketing MA with pathways in retail marketing and advertising and public relations is designed to help students develop their knowledge of the theory and practice of marketing in the fast-changing business environment. The competitive significance of advanced marketing practices is increasingly acknowledged by practitioners, and the development of key sectors make this degree highly relevant for future managers in retail, related professional services and the marketing industry in general.

To enable students gain key industry-standard skills in their subject area, they will be introduced to and make use of relevant business simulation and software programmes such as advanced Excel, Nvivo, SPSS and Adobe Creative Cloud. Students will be also encouraged to complete free online courses including Advanced Google Analytics and Google Analytics 360.

The course recognises the international scope and application of marketing across sectors and the importance of key metrics. A key principle is to deliver a set of theoretical concepts and relate them to practical, real-world marketing challenges that mirror the rapidly changing environment. These qualities ensure that student become independent and reflective learners, able to continue learning in their chosen profession.

Developed in conjunction with industry, the course adopts an integrated approach to providing a coherent exploration of the inter-relationships between the various modules. The syllabus reflects the current market trends and is supported by external speakers who complement the course tutors in the delivery of the course. The tutorial team consists of experienced marketers, both academic and practitioner.

In addition to subject-specific knowledge, the pathways of retail marketing and advertising & public relations equip students with the key skills to become effective professionals in today's challenging business environment.

Course aims

The course aims to deliver an academically rigorous programme of study, which provides students with the opportunity to study the major disciplines in marketing and to relate these to the professional practice.

The programme promotes the use of a range of teaching, learning and assessment methods, which develop the students’ intellectual abilities, self-confidence and ability to study independently.

The course has been devised with reference to the subject benchmark statement for the QAA Characteristics Statement and Subject Benchmark Statement for Master’s Degrees in Business and Management. The subject specific knowledge and skills, cognitive abilities and non-subject specific skills outlined in the benchmark statement are referenced in the relevant sections of this document.

The course aims to:

• Develop a systematic understanding of the theoretical knowledge, and foster a critical awareness of contemporary issues in marketing informed by leading-edge research and practice in the field.

• Create new insights into the marketing/ subject-specific discipline and new contributions to professional practice.

• Enable students to gain a comprehensive understanding of techniques applicable to marketing theory and practice, research and advanced scholarship.


• Create originality in the application of knowledge, together with a practical understanding of how established techniques of research and enquiry are used to create and interpret marketing knowledge in a rapidly changing marketing environment.

• Enhance students cognitive/intellectual, transferable subject-specific practical skills and applied decision-making skills needed successful career in marketing and related areas.

Course learning outcomes

The course will equip students with the skills and attributes that will enable them to compete with success in the complex and challenging marketing, retail, advertising or public relations sectors and employment market. It brings together university and School distinctiveness, and - as it is of inherently multidisciplinary - refers to the QAA Benchmark Statements in setting Expectations and Core Practices.

The University learning outcome that cuts across the entirety of the London Metropolitan University provision is:

On completion of this course, students will be able to: demonstrate confidence, resilience, ambition and creativity and will act as inclusive, collaborative and socially responsible professionals in their discipline (ULO)

Upon graduating with an MA Marketing, students will typically:

LO1: Have the confidence needed to take leadership decisions in challenging situations.

LO2: Possess extensive communication skills that will help them adopt a global and multicultural

perspective in their professional context.

LO3: Be critically cognisant of the effects of the social and environmental of their decisions and will

remain active citizens of the places they live and work.

LO4: Demonstrate application and ability to reflect on creative thinking to practical problems, and

possess the analytical and organizational skills to translate creative ideas to operational solutions.

LO5: Have extensive knowledge and understanding of the broad range of areas of marketing.

Knowledge and Understanding

On successful completion of the course students will be able to:

LO6: Demonstrate a critical understanding of the principal concepts and models of marketing, and be able to select, apply and critique these in a wide range of case situations.

LO7: Critically explore, analyse and evaluate contemporary issues and trends in general marketing management areas of study as well as in specialised areas of retail or advertising & public

relations, as appropriate.

Cognitive/Intellectual Skills

By the end of the course the students are expected to develop higher order skills reflected in their ability to:

LO8: Critically analyse and evaluate specific marketing problems using acquired theoretical

knowledge, and demonstrate a scholarly approach to business and marketing research, writing

and problem solving.

LO9: Develop higher level skills of critical reflection and judgement in light of evidence and

argument about marketing/business issues, and appreciate the uncertainty and ambiguity

relating to the limits of knowledge.

Transferable Skills including employability

By the end of the course, students will have developed practical/transferable skills in marketing that will enhance their employability in the field. They will be able to:

LO10: Demonstrate the qualities and transferable skills necessary for employment requiring the

exercise of initiative and personal responsibility, decision-making in complex and unpredictable


LO11: Gather, organise and deploy complex information and ideas in marketing and subject-specific areas in order to communicate by oral, written and visual means, including via digital platforms, and develop high level of academic writing and communication skills.

LO12: Demonstrate their ability to work as independent learners, and act autonomously in planning

and implementing tasks at a professional level, and demonstrate self-direction and originality in

solving business/marketing problems.

Subject-Specific Practical Skills

By the end of the course, students will be able to:

LO13: Develop a critical awareness and deep interest in Marketing and combine knowledge and analysis acquired in core/pathway modules to develop practical skills in advertising & public relations or retail marketing, as appropriate.

LO14: Relate core concepts, theories and models in subject-specific areas to the student’s own practice and work environment; and adopt an applied, problem-solving approach supported with relevant qualitative and quantitative data analysis tools and evaluation skills relevant to a subject area.

Principle QAA benchmark statements

This course complies with the QAA Characteristics Statement for Master’s Degrees (February 2020)

Characteristics Statement: Master's Degree (

and the QAA Subject Benchmark Statement for Master’s Degrees in Business and Management (June 2015)

Subject benchmark statement: Business and Management (Masters) (

Assessment strategy

The core of the MA Marketing programme consists of a set of 4 common 20 credit modules where students will study together with MA Marketing pathway students, plus 2 additional 20 credit modules to be studied as part of the chosen pathway. In addition, students can choose one of the following Alternative Core Module a) Business Consultancy Project (MC7P77), b) Dissertation (FE7P64) , and c) Work Placement (MN7W01). representing 60 Credits .

The course has a balanced range of formative assessments e.g. individual written coursework, oral presentations or group work which requires students to critically reflect upon the academic literature; analyse case studies; collect, interpret and synthesise ideas and information; and demonstrate engagement with contemporary issues in marketing theory and practice. Students will also be required to develop or propose appropriate courses of action for marketing, retail, advertising or public relations organisations. Feedback on these coursework helps students with the development of their final assignments.

In addition, students are required to undertake a Dissertation, Business Consultancy Project or Professional Development and Work Placement. This requires students to demonstrate critical engagement with current literature on subject-specific areas, to develop and carry through an appropriate research programme that constitutes an original application of knowledge, and to critically evaluate the results achieved and the implications of these results for managerial actions.

Students will be required to submit all assessments on Turnitin. Marking and feedback/feedforward will be provided on Turnitin.

Assessment strategy


The course adopts the four assessment strategy principles of the School that are developed in the spirit of ESJ. These are:

i) The School is committed to ensuring that each student should not have more no more than 2 assessment points per 20 credit module.

ii) We provide balanced forms of assessment, both in terms of its overall volume (measured in terms of assessment points and output required (see Table below)) and the types used.

Credits: 20

Assessment Points: 1

Assessment Type (weighting): Individual Essay

Tariff: 3,000 words

Credits: 20

Assessment Points: 2

Assesment Type (weighting): Individual Essay (60%)/ Exam (40%)

Tariff: 1800/80 minutes

Credits: 20

Assessment Points: 1

Assessment Type (weighting): Exam

Tariff: 3.0 hours

Credits: 20

Assessment Points: 2

Assessement Type (weighting): Group presentation (20%)/ Individual Report (80%)

Tariff: 20 minutes/ 1,000 words 20 minutes/1,500 words

i) At PGT level group activities are part of the learning and teaching strategies but assessment should be at the level of the individual. Thus, assessment should focus on individual reflections and learning from participating in a group activity.

ii) Flexibility/choice in assessment methods will be introduced wherever possible (subject to PSRB requirements and QAA subject benchmarks) in order to facilitate different learning studies and support personalization.

Organised work experience, work based learning, sandwich year or year abroad

For their final 60-credit capstone module, the students will have three options to choose from : a) Business Consultancy Project (MC7P77), b) Dissertation (FE7P64) , and c) Work Placement (MN7W01).

The Work placement module (MN7W01) is one of the alternative core modules. The placement will last nine months, starting within two months of the successful completion of semester two in summer. It will be credit-bearing (60 credits) and will be offered as an alternative to the ‘Dissertation’ and ‘Business Consultancy Project’ with the same credits. There will be a series of work readiness and career preparation workshops/ seminars to ensure students are engaging critically with their experiences.

Please also note that the choice of MN7W01 alternative core module will have the effect of extending the course length by one more year. The student needs to have secured a one-year work placement within 6 months of the start of teaching i.e., if their course starts in September/October the deadline for securing the placement will be 31 March of the following year; if their course starts in February/March the deadline for securing the placement will be 31 August of the same year. If a student has difficulty securing a placement within the deadlines above, they will switch to alternatives bearing equivalent credit as stated in the first paragraph.

For students unable to undertake the work placement after starting the programme, they will be required to complete a Business Consultancy Project or Dissertation, bearing equivalent credits, and complete their whole course within one year, however, this will be strongly discouraged due to the complex tier 4 visa arrangement requirements if applicable.

International students studying on a Student Visa will be required to submit weekly timesheets for the hours undertaken for the work placement. The timesheets will need to be signed by the student’s line manager to meet Visa regulations.

Those who are taking the 60 credit Work placement option will be contacted early in their course to receive support in securing a graduate placement in good time. It is a student's responsibility to apply for opportunities and to engage with the University and/or partner organisations to assist them. The suitability of any opportunities will be assessed by the Module and Work Based Learning Teams and all placement roles must meet the Health and Safety requirements for Higher Education Accredited Work Placements.

Course specific regulations

Part Time students will complete modules at the rate of 1 or 2 modules per term.

The course conforms to both framework and University Academic Regulations.

Modules required for interim awards

MA Marketing (180 credits):

Core/alternative core modules:

Strategic Marketing Management (20 credits)

Understanding Consumer Behaviour (20 credits)

Marketing Research in Practice (20 credits)

Digital Marketing and Social Media (20 credits)

Dissertation, Business Consultancy Project, or Professional Development and Work Placement (60 credits)

Advertising and Public Relations pathway modules:

Advertising Management (20 credits)

Public Relations Strategy and Planning (20 credits)

Retail Marketing pathway modules:

Retail Management and Marketing (20 credits)

Retail Design, Buying and Merchandising (20 credits)

PG Diploma in Marketing (120 credits): students are required to earn 120 credits from any of the following 20 credit modules_

Strategic Marketing Management (20 credits)

Understanding Consumer Behaviour (20 credits)

Marketing Research in Practice (20 credits)

Digital Marketing and Social Media (20 credits)

Advertising Management (20 credits)

Public Relations Strategy and Planning (20 credits)

Retail Management and Marketing (20 credits)

Retail Design, Buying and Merchandising (20 credits)

PG Certificate in Marketing (60 credits): students are required to earn 60 credits from any three of following modules

Strategic Marketing Management (20 credits)

Understanding Consumer Behaviour (20 credits)

Marketing Research in Practice (20 credits)

Digital Marketing and Social Media (20 credits)

Arrangements for promoting reflective learning and personal development

Students are required to undertake Personal Development Planning (PDP) for each module as part of the course. This requires reflective self-appraisal to help and review their learning and development throughout the course. They are introduced to PDP through the core modules, pathway modules and carry it forward in the Dissertation. Students are encouraged to reflect on their progress and set realistic goals.

Students will be asked to record their expectations and experience of each taught module and incorporate this into their PDP. In particular students should note:

(a) How the module fits into their overall programme plan/career aspirations and what they hope to learn from it?

(b) How they plan to use the module to enhance their performance, particularly in regard to areas identified in their PDP/Action Plan that might need further development?

(c) What are the action points, which have arisen from their learning/progress during the module?

(d) What is their evaluation of their performance on completion of the module? How far does this reflect on other modules? How does the module feed into the next stage of their studies and/or their career planning?

Students will benefit from career workshops, employer events and one-to-one advice and guidance provided by the University’s career advice.

Additionally, students will need to continually reflect on their work as part of the supervised aspect of the course. Based on the research proposal, course leaders and dissertation/ business consultancy project coordinators seek to match up the interest of staff with the topics chosen by the students.

Students will be assigned to academic supervisors at the beginning of the supervision period.

Appreciating the dynamics of the student-supervisor relationship is essential to facilitate effective supervision. The dissertation/business consultancy project supervisor provides each student with the necessary critical input to support the student through the research and writing process and to ensure completion. In preparing for and during student- supervisor meetings, students will need to reflect on what they have achieved and set future objectives. Reflection is proven to enhance skills and knowledge development. A written record of the purpose and outcome of each meeting should be signed and kept by both parties. A pro-forma for recording these meetings is included in the Dissertation Handbook.

Feedback is offered along the dissertation/business consultancy project supervision period via the supervisor through guidance, advice and support as appropriate. Developmental feedback is offered either through face-to-face/online meeting or via email, and final feedback following business research project submission and assessment is offered to students. Students can reasonably expect to obtain eight hours of tutorial guidance from their supervision.

Other external links providing expertise and experience

This course complies with seec (2016) Credit Level Descriptors for Higher Education available at and

Professional Statutory and Regulatory Body (PSRB) accreditations & exemptions

This master's degree is accredited by the Chartered Institute of Marketing (CIM), this means you are also able to secure the CIM Postgraduate Diploma in Professional Marketing, depending on the modules you select, at no extra cost.

Career, employability and opportunities for continuing professional development

The course prepares students for various roles in marketing in the UK and overseas. The Marketing Week recently voted the role of Marketing Manager as the best job in the UK. Marketing managers can work in almost any industry sector, from financial services and consumer goods, to motor and technology.

Innovative and challenging, the course provides excellent career prospects within the marketing, retail, advertising or public relations departments of national or internationally-focused companies, in marketing and retail consultancies, or advertising and PR agencies. Executive and/or management positions within the Advertising industry, on both the agency side and on the client side of the business, include: account managing, account planning and insight, digital advertising planning, social media campaign management, brand management, creative executives, media buying and planning. The course is also excellent preparation for research and further study, e.g. MPhil, Prof Doc or PhD.

In support of the University’s aims and objectives a high-quality Careers and Employability Team has been established which enables current and past students to make informed decisions about their career choices and helps them fulfil their potential by improving their employability.

Students taking the MA Marketing course may engage with employers through work-based learning. Postgraduate and research students have dedicated career and employability advice and our graduates can access these services for up to three years. Further information of career and employability advice is available on the University webpage:

Career opportunities

The course prepares students for roles in marketing students for various roles in marketing in the UK and overseas.

Entry requirements

You will be required to have:

  • a minimum of 2:2 (or equivalent) in any subject discipline
  • a full university application form will need to be submitted which includes a detailed statement to support your application
  • Mathematics GCSE at grade C (grade 4 from 2017) or above (equivalent)

Official use and codes

Approved to run from 2017/18 Specification version 1 Specification status Validated
Original validation date 21 Aug 2017 Last validation date 21 Aug 2017  
JACS codes 100075 (marketing): 100%
Route code MKTPWY

Course Structure

Stage 1 Level 07 September start Offered

Code Module title Info Type Credits Location Period Day Time
MC7071 Retail Design, Buying and Merchandising Core 20 NORTH SPR TUE PM
MC7072 Strategic Marketing Management Core 20 NORTH AUT THU PM
MC7073 Understanding Consumer Behaviour Core 20 NORTH AUT WED PM
MC7075 Public Relations Strategy & Planning Core 20 NORTH AUT THU AM
MC7077 Marketing Research in Practice Core 20 NORTH SPR TUE AM
MC7079 Retail Management and Marketing Core 20 NORTH AUT TUE PM
MC7080 Digital Marketing and Social media Core 20 NORTH SPR WED PM
MC7081 Advertising Management Core 20 NORTH SPR TUE PM
FE7P64 Dissertation Alt Core 60 NORTH AUT FRI EV
          NORTH SUM WED EV
          NORTH SPR WED EV
MC7P77 Business Consultancy Project-portfolio assessment Alt Core 60 NORTH AUT TUE PM
          NORTH AUT FRI AM
          NORTH SPR FRI AM
          NORTH SPR TUE PM
          NORTH SUM FRI AM
MN7W01 Professional Development and Work Placement Alt Core 60 NORTH SUM NA  

Stage 1 Level 07 January start Offered

Code Module title Info Type Credits Location Period Day Time
MC7071 Retail Design, Buying and Merchandising Core 20 NORTH SPR TUE PM
MC7072 Strategic Marketing Management Core 20        
MC7073 Understanding Consumer Behaviour Core 20        
MC7075 Public Relations Strategy & Planning Core 20        
MC7077 Marketing Research in Practice Core 20 NORTH SPR TUE AM
MC7079 Retail Management and Marketing Core 20        
MC7080 Digital Marketing and Social media Core 20 NORTH SPR WED PM
MC7081 Advertising Management Core 20 NORTH SPR TUE PM
FE7P64 Dissertation Alt Core 60 NORTH SPR WED EV
          NORTH SUM WED EV
MC7P77 Business Consultancy Project-portfolio assessment Alt Core 60 NORTH SPR FRI AM
          NORTH SPR TUE PM
          NORTH SUM FRI AM
MN7W01 Professional Development and Work Placement Alt Core 60 NORTH SUM NA