Marketing | MSc | University of Lincoln

Dr Mizan Rahman - Programme Leader

Dr Rahman is a Senior Lecturer in Marketing at the Lincoln International Business School. He is widely published in journals including Journal of Business Research, Industrial Marketing Management, Technological Forecasting and Social Change, Information Systems Frontiers, and Journal of Marketing Management. Prior to academia, he worked in advertising, pharmaceuticals, and the charity sector.

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Welcome to MSc Marketing

MSc Marketing at the University of Lincoln gives students the opportunity to prepare themselves for a career in marketing by developing their understanding of marketing theory and acquire important skills that are necessary in today's marketing environment, such as team working, written and oral presentations, and analysis of data for strategic thinking.

The programme is taught by a team of experienced academics and practitioners, helping students to acquire and advance the knowledge that will be useful in their academic as well as business careers. The programme is available for either a September or February start.

Students will have the chance to hear from guest speakers working in industry and may work on live projects provided by external businesses. Students can also take part field trips in the UK or abroad.

The course is offered with two separate pathways. Students can either complete one year of study or undertake a two-year course where one year is spent in Professional Practice to gain hands-on experience through a paid placement. Students will be responsible for sourcing their own paid placements but will be supported by dedicated employability specialists. Please note: students need to choose the Professional Practice pathway from the outset when applying for the course, and it is only available for a September start.

How You Study

MSc Marketing aims to reflect current marketing practice and thinking within the academic discipline. The modules on this programme have been designed to incorporate the current developments in the marketing industry through the presentation of real-world examples and case studies. Students are expected to actively participate in lectures and seminars so that they can relate theories to practice.

All students will study the following core modules:

- Consumer Behaviour
- Finance and Accounting
- Sustainability and Responsibility in Marketing
- International Marketing and Customers
- Marketing Communications
- Research Methods and Design
- Digital Marketing

Students can then progress to undertake the final dissertation, which can be on any marketing topic.

Students also have the opportunity to select one optional module among the following:

- Brand Management
- Global Relationship Marketing
- Group Consultancy Project
- International Entrepreneurship

Optional modules will run as long as at least ten students select them. Timetabling arrangements may limit the availability of modules to some students.

This programme is available for both a September and February start. Optional modules may be restricted for those choosing to enrol in February due to student numbers, timetabling, and staffing constraints. Please note that February admission is only available for full-time study and the Professional Practice year is not offered in the MSc Marketing February start.

Course Options

Students must enrol for one of these course options:
- the one-year option without placement, or
- the two-year option which includes a placement.

Students will not be able to change from the one-year option to the two-year option after enrolment. For the two-year option, students must choose the course title that states' With Professional Practice' when they enrol.

Professional Practice

This course is available with a Professional Practice pathway. (Please note: the Professional Practice pathway is only available for a September start.) This two-year version of the degree provides the opportunity to undertake a period of professional practice at the end of the first year to gain hands-on experience through a paid placement. Students will be responsible for sourcing their own paid placements but will be supported by dedicated employability specialists. Students who are accepted onto the Professional Practice programme will attend a consultation with a Programme Leader and Placement Coordinator early in their first term to discuss timelines, processes, and requirements.

The Professional Practice year is not assessed. However, students will be required to present a placement project linked to their experience. Students who successfully complete their degree with a year in Professional Practice will receive the award title MSc Marketing with Professional Practice. Those who do not will receive the MSc Management award, or equivalent exit award.

There are no tuition fees for the Professional Practice year, but students will need to cover their own travel, accommodation, and general living costs.

Contact Hours and Independent Study

Each module typically consists of three weekly teaching hours over a teaching term. Four modules are usually studied per term, equating to 12 hours per week. Hours of study may vary from term to term and can be spread throughout the week.

Postgraduate level study involves a significant proportion of independent study, exploring the material covered in lectures and seminars. As a general guide, for every hour spent in class, students are expected to spend four to five hours in independent study. For more detailed information please contact the Programme Leader.

An Introduction to Your Modules

† Some courses may offer optional modules. The availability of optional modules may vary from year to year and will be subject to minimum student numbers being achieved. This means that the availability of specific optional modules cannot be guaranteed. Optional module selection may also be affected by staff availability.

Consumer Behaviour 2023-24MKT9117MLevel 72023-24This module aims to introduce consumer learning, attitude formation and change, and the complex consumer decision making process, which are illustrated by examples from multiple sectors including retail and tourism.CoreDigital Marketing 2023-24MKT9118MLevel 72023-24This module provides the opportunity to explore how the increasing pressures and opportunities created by new media formats and electronic communication tools are shaping marketing strategy. The module covers themes such as social media marketing, mobile marketing, data analytics, and digital marketing campaigns.CoreDissertation 2023-24BUS9036MLevel 72023-24The dissertation provides an opportunity for students with a range of experience and interests to apply and develop their existing skills and knowledge to an independent study project, which affords an opportunity for both the expression of original thought and creativity; together with the application of analytical skills and critical reasoning. Our approach to dissertation is to facilitate innovative approaches and diverse pathways to the final assessed piece of work; in effect the dissertation is an extended research project. The dissertation topic should be aligned to students' subject of study.CoreFinance and accounting 2023-24ACC9011MLevel 72023-24This module is designed to introduce concepts and techniques for costing and break-even analysis and brings in the notion of pricing from a larger viewpoint in the market as well as from a strategic management view. Later, the module aims to cover the topics of financial analysis, budgeting and planning, and the sources of finance.CoreInternational Marketing and Customers 2023-24MKT9124MLevel 72023-24The aim of this module is to provide students with the opportunity to develop an understanding of marketing concepts applied in an international context. The module is designed to provide students with a clear comprehension of marketing tools available and their use within an international environment, understanding the cultural diversity of their customers.CoreMarketing Communications 2023-24MKT9125MLevel 72023-24Marketing communications is the process of informing, persuading and reminding customers, intermediaries, employers, and publics of a companys product and or services. The module aims to define the task of communications from a managerial perspective within an international context. The module principally focuses upon the nature of the communication process, the obstacles that are encountered in international communication and the ways in which these problems are overcome.CoreResearch Methods and Design 2023-24BUS9056MLevel 72023-24This module aims to prepare students for undertaking the research for their Masters dissertation or project, and other assignments. It is designed to introduce students to the core principles of research design, the research methods they are likely to encounter in their research, the basics of research design and the organisation of independent study.CoreSustainability & Responsibility in Marketing 2023-24MKT9122MLevel 72023-24This module aims to introduce some critical perspectives towards marketing and potential solutions. The module considers the role and ethics of marketing and presents an overview of the some of the pertinent ecological and social problems facing businesses and marketers today. It aims to provide suggestions as to the positive role marketing could play in society.CoreBrand Management 2023-24MKT9206MLevel 72023-24Brands are ubiquitous in our current world and influence our consumption behaviour in both indirect and direct ways. This module provides students with the opportunity to develop a critical understanding of the different elements of branding including brand value, identity, and associations. The lectures focus on branding theory while the seminars involve case analysis with an emphasis on applying theoretical knowledge to real-life situations.OptionalGlobal Relationship Marketing 2023-24MKT9115MLevel 72023-24Relationship marketing can be seen as the process of creating added value for organisations by managing their connections with internal and external stakeholders. This can include customers, employees, suppliers and distributors. Central to the module is the development of a perspective that sees an increasing role for co-creation with consumers in relationships and the effective implementation of appropriate customer experiences.OptionalGroup Consultancy Project 2023-24MGT9125MLevel 72023-24This module aims to further enhance managerial competence and capability by providing the opportunity for students to develop the skills to become competent management consultants. Such competency is highly valued as it can help facilitate internal and external organisational consultancy interventions that add value at both an operational and strategic level.OptionalInternational Entrepreneurship 2023-24BUS9024MLevel 72023-24Entrepreneurship is an essential skillset in the development at global level of new and existing businesses, social enterprises, and more broadly societies and their economies. Enterprise is defined as the application of creative ideas and innovations to practical situations, combining creativity, ideas development, and problem-solving with expression, communication, and practical action. Entrepreneurship is the application of enterprise skills to creating and growing organisations in an international context in order to identify and build on opportunities. This module draws on the latest UK QAA Guidance on Enterprise and Entrepreneurship in Higher Education and aims to develop, at an international level, enterprise awareness, an entrepreneurial mindset, and entrepreneurial capability, which can lead to entrepreneurial effectiveness which can be applied in a range of contexts.OptionalProfessional Practice 2023-24TOU9167MLevel 72023-24This course is also available with a Professional Practice pathway. This two-year version of the degree provides the opportunity to undertake a period of professional practice at the end of first year to gain hands-on experience through a paid work placement. Students will be responsible for sourcing their own paid placements but will be supported by academic staff. Students will be interviewed before being accepted onto the Professional Practice programme to assess their understanding of the work involved and commitment to finding a Professional Practice placement. The professional practice (PP) period is not credit bearing and will not count towards the overall degree; however, to have the PP element attached to the degree, students are required to present a placement project linked to their experience while being in industry (e.g. learning outcomes, key skills developed, nature of the work and responsibilities). The presentation can be delivered face-to-face while the academic placement supervisor is visiting the student/organisation or via Skype if there are limitations (e.g. location). Throughout the PP period, students will be in touch with the University by having regular contact with their allocated supervisor. Students will be expected to complete a negotiated work based project as their dissertation.Optional

How you are assessed

A range of assessments are used in different modules, giving students the best chance to develop skills that are highly valued in business. Among the different assessment methods used are oral presentations, assignments, and exams.

The University of Lincoln's policy on assessment feedback aims to ensure that academics will return in-course assessments to students promptly - usually within 15 working days of the submission date.

Entry Requirements 2023-24

Honours degree or equivalent.

If you have studied outside of the UK, and are unsure whether your qualification meets the above requirements, please visit our country pages https://www.lincoln.ac.uk/home/studywithus/internationalstudents/entryrequirementsandyourcountry/ for information on equivalent qualifications.

Overseas students will be required to demonstrate English language proficiency equivalent to IELTS 6.0 overall, with a minimum of 5.5 in each element. For information regarding other English language qualifications we accept, please visit the English Requirements page https://www.lincoln.ac.uk/home/studywithus/internationalstudents/englishlanguagerequirementsandsupport/englishlanguagerequirements/.

If you do not meet the above IELTS requirements, you may be able to take part in one of our Pre-session English and Academic Study Skills courses. https://www.lincoln.ac.uk/home/studywithus/internationalstudents/englishlanguagerequirementsandsupport/pre-sessionalenglishandacademicstudyskills/ . These specialist courses are designed to help students meet the English language requirements for their intended programme of study.

Course Fees

	2023/24 Entry*
Home	£11,500
Home (including Alumni Scholarship 15%** reduction)	£9,775
International	£17,500
International (Including International Alumni / Global Postgraduate Scholarship** £2,000 reduction)	£15,500

Part-time Home	£64 per credit
Part-time International	£97 per credit

* Academic year September - July
** Subject to eligibility

Industry Links

Guest lectures with industry experts are organised in different modules of the programme. For some of the modules, students may be provided with a live brief from a local company on which they will work for their assessment. The offer of live briefs is subject to business availability.

Broaden Your Horizons

Lincoln International Business School students can expand their horizons, visit our partner universities, and see international business in action by joining funded international trips to exciting overseas destinations. Places are awarded competitively to eligible students each academic year.

Find out more about our funded field trip places for students.

"The course has exceeded my expectations. Before starting, I was slightly worried that I would be playing a game of catch up because I hadn’t studied an undergraduate degree in business of any kind. However, the tutors have been extremely supportive in guiding my learning, and I am really enjoying my time here as a student."

Emily Jackson, MSc Marketing student

Career and Personal Development

Graduates with Master’s level awards may progress to marketing roles in a variety of industries around the world. Specialist skills are highly valued by private and public sector organisations, as well as beneficial to those running their own enterprises. Some students choose to pursue careers in research or academia.

The University Careers and Employability Team offer qualified advisors who can work with you to provide tailored, individual support and careers advice during your time at the University. As a member of our alumni we also offer one-to-one support in the first year after completing your course, including access to events, vacancy information and website resources; with access to online vacancies and virtual and website resources for the following two years.

This service can include one-to-one coaching, CV advice and interview preparation to help you maximise your future opportunities. The service works closely with local, national and international employers, acting as a gateway to the business world.

Working in Partnership

Lincoln International Business School works with students and organisations to enhance the contribution of business to society. For students, that means developing their business skills and knowledge to improve their career readiness.

The University of Lincoln is a member of AACSB, a global nonprofit association connecting educators, students, and businesses to achieve a common goal: to create the next generation of great leaders. Find out more.

Postgraduate Events

Find out more about how postgraduate study can help further your career, develop your knowledge, or even prepare you to start your own business at one of our postgraduate events.

Find out More

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Key Information

MSc Marketing