M.A. Marketing

University of West London

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Tuition fee:
  • € 6,000 / Year (EEA)
  • € 11,420 / Year (Non-EEA)
Start date: February  2015, September  2015
Duration full-time: 12 months
  • English
Delivery mode: On Campus
Educational variant: Part-time, Full-time

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Marketing as a discipline is a significant part of any organisation, be it a sole proprietor or a conglomerate. It is equally essential across all sectors from not-for-profit charities to profitable multinationals. Effective marketing provides the organisation with a much needed competitive edge.

Rapid changes in technology have changed marketing beyond recognition; over the last five years e-retailing, relationship marketing and sophisticated consumer knowledge demand changing knowledge and skills of the marketing practitioner. The new challenges facing the marketing practitioner involve an appreciation of the shift in economic power to countries like China, India and Russia.

The course focuses on meeting the changing technological, cultural and economic demands of current day marketing. The course content provides a solid base of the essential marketing requirements with a rich diet of electives. It complements and academically enhances the requirements of the professional marketing courses and the MSSSB standards.

The course offers a unique opportunity to establish a solid knowledge base of the essentials of business to business and business to consumer marketing. It provides the opportunity to enhance personal skills which will contribute to career development. The distinctive features include certain essential elements of current day marketing, eg demands in marketing standards like marketing ethics and values of consumers, the shifting power base to India, China, Russia and Brazil, the need to effectively use technology in implementing the marketing mix.


Students will jointly study four core modules at the start of their course. The core modules at certificate level will provide broad underpinning of strategic marketing, relationship marketing, marketing ethics and buyer behaviour. All modules will ensure coverage of the local, national and international aspects in their contents.

- Strategic Marketing Management
- Relationship Marketing in the Digital Age
- Marketing Ethics in a Consumer Society
- Advanced Buyer Behaviour
Students will then choose two from the following:
- Services Marketing
- E-Marketing
- Branding and Strategic Advertising

The third elective may be chosen from the following list:

- Global Marketing
- Marketing to BRIC (Brazil, Russia, India and China)
- Intercultural Communication for Marketing, Business and Management
- Managing Organisational Transformation
- Managing Global Talent
- Project Management

Plus the following:

- Management Enquiry and Research Methods
- Dissertation (15,000 words)
The dissertation completion will be informed by the study of research methods and guided academic supervision.

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