Professionally accredited by the Chartered Institute of Marketing (CIM) and ranked 41st in the world in the QS Business Master’s Rankings 2024, this programme is ideal for developing a career as a marketing practitioner or in related professions.
Introduction
Are you looking for a course that will give you a competitive edge in the field of marketing? Our MSc Marketing course offers a range of exemptions for the Chartered Institute of Marketing’s (CIM) professional qualification modules, which are highly sought by employers and will give you a significant advantage in the job market.
Our course is designed to give you hands-on experience with various public and private sector organisations, including Liverpool City Council, Liverpool University Library, Woolton Cinema, Liverpool Farmers’ Markets, and more. This will provide you with a diverse range of answers to real marketing problems, allowing you to blend theory with practice.
Our coursework modules cover contemporary marketing issues such as analysis of consumer behaviour regarding social media and music downloads. You will also have access to guest lectures from Marketing Directors and Marketing Consultants who provide real-world expertise and advice for students.
You will have the chance to take part in a vibrant research environment enriched by major international marketing conferences and seminars held at the University and hosted by the School’s Marketing group.
The Management School has a range of additional funding opportunities for outstanding master’s students, including the 50% University of Liverpool Management School (ULMS) Excellence Scholarship. Don’t miss out on this opportunity to gain a competitive edge and excel in your marketing career. Check out our scholarship pages for more information and eligibility requirements.
Who is this course for?
The MSc Marketing is suitable for graduates of any discipline and assumes no prior knowledge of marketing, and is therefore less suitable for applicants with a first degree in marketing who may wish to consider the MSc Advanced Marketing instead.
Accreditation
The University of Liverpool Management School is one of an elite group of institutions worldwide to hold the gold standard ‘triple-crown’ accreditation from AACSB, AMBA and EQUIS.
Discover what you'll learn, what you'll study, and how you'll be taught and assessed.
Semester one
Compulsory modules
CONSUMER BEHAVIOUR (ULMS795)
Credits: 15 /
Semester: semester 1
Understanding how ‘customers and consumers really behave’ has been highlighted as one of the fundamental issues, which serve to establish the identity of the field of marketing, distinguish it from other fields and disciplines and compel further research inquiry. This module has been designed to equip students with the knowledge and skills to explore this question. It is delivered through a series of lectures and seminars and assessed via both coursework and end of module examination.
MARKETING MANAGEMENT (ULMS766)
Credits: 15 /
Semester: semester 1
The overall aim of this module is to provide students with an understanding of marketing in terms of academic principles and practical applications. Academically, students will learn about both the foundations of marketing management but also current debates within the field. Practically, students will learn about marketing management tools such as the extended marketing mix, segmentation, positioning and targeting and how these might be applied using case studies.
DIGITAL MARKETING (ULMS855)
Credits: 15 /
Semester: semester 1
The module will develop critical understanding of the main digital marketing tools and enhanced awareness of the changing role of marketing communications in the interactive online marketplace. Students will develop skills in the design and creation of a digital marketing strategy embracing website analytics. Wide academic reading will illuminate and reinforce the theoretical underpinning of digital marketing communications, enabling the development of skills to interpret, analyse and draw critical conclusions from relevant academic journal articles.
SERVICES MARKETING (ULMS803)
Credits: 15 /
Semester: semester 1
Services Marketing will introduce students to the current thinking and debate on the service dominant logic of marketing and provide an opportunity to develop the consumer perspective on service experiences and identify how sensory perception influences cognitive and affective responses to a service environment. In undertaking this module, students will be able to engage meaningfully in the goods-dominant versus service-dominant logic of marketing debates; understand how consumers use and integrate their resources in the digital age; incorporate experiential elements in service design and have up to date knowledge of consumer perceptions of service quality. Students will consider how services differ internationally and globally how services are treated.
Any optional modules listed above are illustrative only and may vary from year to year. Modules may be subject to minimum student numbers being achieved and staff availability. This means that the availability of specific optional modules cannot be guaranteed.
Semester two
Compulsory modules
MARKETING COMMUNICATIONS (ULMS521)
Credits: 15 /
Semester: semester 2
This module will provide students with an understanding of the key theoretical and conceptual issues involved in contemporary marketing communications, allowing them to assess the ways in which the various elements of the communications mix may be integrated and applied. In addition, this module is designed to equip students with the knowledge and skills to critically evaluate various theories of marketing communication.
Marketing Strategy (ULMS891)
Credits: 15 /
Semester: semester 2
In the modern business world, companies increasingly rely on marketing data to make decisions. In this context, modern marketing strategy has assumed its well-deserved position as a critical business function. This module will show students the benefits of using a systematic and analytical approach to marketing strategy. This approach will enable students to understand how the advanced principles of marketing strategy help firms organise the analytics opportunity and challenge in today’s data era. Students will also use and execute data-analytic techniques and case studies to understand how to solve marketing strategy problems in a scientific and process-driven manner. Important elements of this module will include the interface of marketing and finance and social media marketing. Microsoft Excel will be used throughout the module. If needed, we will also use R and R-studio for specific topics.
CRITIQUING MARKETING (ULMS791)
Credits: 15 /
Semester: semester 2
The aim of ULMS791 is to further develop the fundamental knowledge of marketing, disseminated in previous modules, and provoke critical thinking. It provides an opportunity for students to consider alternative approaches to the study of marketing. The module examines the development of marketing thought and theory, as well as contemporary issues, alternative perspectives, and critical insights.
BUSINESS TO CONSUMER (B2C) AND BUSINESS TO BUSINESS (B2B) RELATIONSHIP MARKETING (ULMS872)
Credits: 15 /
Semester: semester 2
The overall aim of this module is to provide students with an understanding of marketing in terms of academic principles and practical applications within a relationship marketing context. Relationship marketing emphasises customer retention as a strategy for creating long-term benefits for both suppliers and customers. Relationship marketing in both business-to-consumer (B2C), business-to-business (B2B) and international contexts (where appropriate) is included. Academically, students will learn about the foundations of B2C and B2B relationship marketing and current debates within the field.
Any optional modules listed above are illustrative only and may vary from year to year. Modules may be subject to minimum student numbers being achieved and staff availability. This means that the availability of specific optional modules cannot be guaranteed.
Final project
Optional modules
STRATEGY, PLANNING AND IMPLEMENTATION (ULMS719)
Credits: 60 /
Semester: summer
This module offers an opportunity for students to develop knowledge and understanding of the multi-level processes involved in organisational and managerial practices. The module is a practical platform for students to develop business analysis and strategic decision-making skills; as well as the opportunity to demonstrate the ability to research, analyse and present information coherently in order to support a recommended course of action. The individual assignment provides students with the opportunity to carry out an in-depth investigation of a management issue relevant to their MSc programme. For this assessment students are to critically evaluate and synthesise relevant theories, models and practices of management by undertaking a detailed enquiry into a programme specific area of research by undertaking an analytical literature review by using secondary data. The reflective element of the individual assignment encourages students to critically analyse and evaluate their experience of the learning process during the module and their MSc.
DISSERTATION (ULMS790)
Credits: 60 /
Semester: summer
This module is designed to help students develop an in-depth understanding of a topic within their chosen domain of management and business and for the student to use this knowledge to analyse a management problem or issue. A preparation phase of the module is included to provide the students with the skills necessary in problem analysis and research in order that they can undertake an independent research project. Thereafter, independent, guided study and research are used to develop both theoretical and practical critical-thinking skills, and to present research, analysis and findings. The reflective element of the dissertation gives students an opportunity to critically analyse and evaluate their experience of the learning process.
Any optional modules listed above are illustrative only and may vary from year to year. Modules may be subject to minimum student numbers being achieved and staff availability. This means that the availability of specific optional modules cannot be guaranteed.
How you'll learn
Delivery of the programme syllabus is via lectures, practical work and case studies, tutorials and project work. Lectures provide the principal approach to imparting subject knowledge and constitute most of the formal contact time with students.
In addition, a concerted effort has been made to include a significant amount of case-study material and practical work in order to demonstrate the application of principles and theories delivered within the main lecture programme. The practical elements of the programme take the form of both team-based and individual or self-directed exercises.
How you're assessed
In semesters one and two, you will take modules totalling 120 credits. The dissertation or project completed during the summer period is worth 60 credits and students will be supported by their academic supervisor.
Students are required to complete 180 credits to achieve a full MSc.
Subject to meeting specific criteria outlined by the University, students will graduate with a Pass, Merit or Distinction.
Assessment tasks are varied and some may be designed specifically to meet the learning outcomes of a particular programme of study, but students can expect to be assessed via coursework, essay, group work, presentations, case studies, negotiation exercises, reports and examinations. The weighting of individual components will vary from one module to another. All assessment information is included within the module specification.
Liverpool Hallmarks
We have a distinctive approach to education, the Liverpool Curriculum Framework, which focuses on research-connected teaching, active learning, and authentic assessment to ensure our students graduate as digitally fluent and confident global citizens.
The School has a thriving international master’s community with a comprehensive, interdisciplinary programme of social and extra-curricular events and dedicated careers and employability support.
Support for students with differing needs from the Disability advice and guidance team. They can identify and recommend appropriate support provisions for you.
Programme graduates should have enhanced access to a wide range of marketing positions within both private and public sector organisations. The content and delivery of the programme will also equip them to be intelligent consumers of marketing information should they take up more general management positions.
Career support from day one to graduation and beyond
You will have access to a specialist, in-house postgraduate careers team and have access to one-to-one careers guidance, workshops, seminars, and employability initiatives.
Graduates from our MSc Marketing course have secured jobs with companies such as:
Deloitte
Lush Ltd
Shanghai Pudong Development Bank
Marketing Edinburgh
In roles such as:
Marketing Executive
Business Development and Marketing Representative
Social media and events coordinator
Marketing Assistant
Sales and Marketing Executive
Fees and funding
Your tuition fees, funding your studies, and other costs to consider.
Tuition fees
UK fees (applies to Channel Islands, Isle of Man and Republic of Ireland)
Full-time place, per year
£13,750
International fees
Full-time place, per year
£28,000
Fees stated are for the 2024-25 academic year.
Tuition fees cover the cost of your teaching and assessment, operating facilities such as libraries, IT equipment, and access to academic and personal support.
If you're a UK national, or have settled status in the UK, you may be eligible to apply for a Postgraduate Loan worth up to £12,167 to help with course fees and living costs. Learn more about fees and funding.
Additional costs
We understand that budgeting for your time at university is important, and we want to make sure you understand any course-related costs that are not covered by your tuition fee. This could include buying a laptop, books, or stationery.
Normally a university degree with a minimum of 2:1 standard from a UK university in any discipline (excluding Marketing), or an equivalent academic qualification from a similar non-UK institution is required.
We are able to offer a level of flexibility for applicants. Those with a 2:2 honours degree will be considered on an individual basis.
International qualifications
If you hold a bachelor’s degree or equivalent, but don’t meet our entry requirements, you could be eligible for a Pre-Master’s course. This is offered on campus at the University of Liverpool International College, in partnership with Kaplan International Pathways. It’s a specialist preparation course for postgraduate study, and when you pass the Pre-Master’s at the required level with good attendance, you’re guaranteed entry to a University of Liverpool master’s degree.
International applicants who do not meet the minimum required standard of English language can complete one of our Pre-Sessional English courses to achieve the required level.
English language qualification
Requirements
IELTS
6.5 overall, with no component below 6.0
TOEFL iBT
88 overall, with minimum scores of listening 19, writing 19, reading 19 and speaking 20. TOEFL Home Edition not accepted.
Duolingo English Test
120 overall, with no component below 105
Pearson PTE Academic
61 overall, with no component below 59
LanguageCert Academic
70 overall, with no skill below 65
PSI Skills for English
B2 Pass with Merit in all bands
INDIA Standard XII
National Curriculum (CBSE/ISC) - 75% and above in English. Accepted State Boards - 80% and above in English.
WAEC
C6 or above
PRE-SESSIONAL ENGLISH
Do you need to complete a Pre-Sessional English course to meet the English language requirements for this course?
The length of Pre-Sessional English course you’ll need to take depends on your current level of English language ability.
Liverpool bursts with diversity and creativity which makes it ideal for you to undertake your postgraduate studies and access various opportunities for you and your family.
To fully immerse yourself in the university experience living in halls will keep you close to campus where you can always meet new people. Find your home away from home.
Discover what expenses are covered by the cost of your tuition fees and other finance-related information you may need regarding your studies at Liverpool.
Contact us
Have a question about this course or studying with us? Our dedicated enquiries team can help.
