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Leeds Beckett University - City Campus,
Woodhouse Lane,
LS1 3HE
Course Overview
-
L27 -
City Campus -
Full-Time -
1 Year -
16 Sep 2024
Stand out from the crowd
Add value to your existing undergraduate degree with this master’s qualification. You’ll develop key marketing skills and learn to generate innovative solutions to complex challenges faced in industry.
As part of this course, you’ll:
- Gain a broad overview of marketing in the post digital era and understand how to use your knowledge to help steer businesses to success in a global economy
- Explore the psychological and sociological aspects of consumer behaviour
- Learn how to plan and implement effective communication campaigns
- Practise identifying the characteristics of successful brands, and understand techniques used to manage them
- Develop an understanding of the planning, implementation, and measurement of social media marketing campaigns
- Develop sophisticated skills and knowledge of a range of marketing metrics, with a focus on digital metrics
- Specialise in a marketing area of your choice for your Marketing Project to practise applying your expertise
Teaching expertise
You’ll be guided throughout your course by our expert academics. The teaching team will support you to develop the knowledge, skills and confidence to make an immediate impact on your career.
Bringing your learning to life
This course has a strong focus on employability, and you’ll be encouraged to apply your learning. You’ll use case studies to critically analyse how effective marketing techniques can be. In addition, you’ll be given opportunities to relate your study to organisational practices.
Why study marketing at Leeds Beckett University...
- No prior marketing knowledge or experience expected
- Develop a broad base of contemporary marketing knowledge, applicable in a range of contexts and across all industries
- Blended online and on-campus learning on designated days to support flexible study that fits around your work and life commitments
- Many assessments will include applied work, such as reports, creative presentations and group work
- Access to guest lectures with industry professionals
Why Leeds for business? Discover what the city of Leeds has to offer and why it’s a great choice for students studying business, finance or communications.
Everything you need to know
Discover all there is to know about the course, from entry requirements and fees to exploring the school you’ll be joining - we’ve got it covered.
Entry requirements
Applicants should have at least a second class honours degree.
All applications should be supported by a reference, either academic or professional; you can download our reference template for completion.
All applicants should satisfy our University English language requirements.
All applicants should satisfy our English Language requirements . Please note the IELTS requirement for this course are IELTS 6.5 with no skill below 6.0. Further details about acceptable equivalent qualifications can be found on our International Student information pages .
Entry requirements
Applicants should have at least a second class honours degree.
All applications should be supported by a reference, either academic or professional; you can download our reference template for completion.
All applicants should satisfy our University English language requirements.
All applicants should satisfy our English Language requirements . Please note the IELTS requirement for this course are IELTS 6.5 with no skill below 6.0. Further details about acceptable equivalent qualifications can be found on our International Student information pages .
IELTS
All applicants should satisfy our English Language requirements . Please note the IELTS requirement for this course are IELTS 6.5 with no skill below 6.0. Further details about acceptable equivalent qualifications can be found on our International Student information pages .
Selection Criteria
We may use selection criteria based on your personal attributes; experience and/or commitment to the area of study. This information will be derived from your personal statement and reference and will only be used if you have met the general entry requirements.
Independent study is a crucial part of learning at university and you will be required to undertake many hours of self-directed research and reading, and preparation and writing of assessments. Your course is delivered through a number of modules, which will help you to plan your time and establish a study routine. Outside of your lectures, workshops and tutorials, a range of support is available to assist with your independent study. Our subject-specific librarians will be on hand to direct you to the specialist learning and study-skill resources. You’ll also be assigned an academic advisor to give you tailored feedback and support.
Teaching & Learning
What you'll learn
Technological change is taking marketing from the digital age towards the post-digital era. Digital is now in many cases the 'price of admission for doing business' rather than a differentiation advantage (Accenture, 2019). We are now operating in an era where marketing is digital, digital is marketing, and there is no longer the distinction between "digital" and "traditional". This module will introduce you to core marketing theories, principles and techniques.
Study the essentials of planning and managing the strategic communication of an organisation and the steps required to plan a campaign. This module will examine how these steps are applied in various contexts within the private, public and not-for-profit sectors. You'll also explore how strategic brand communication plays a vital role to achieve an organisation's KPIs. You'll apply your knowledge by developing a communication plan for a real client.
Develop knowledge of the psychological and sociological concepts and frameworks upon which consumer behaviour is based. You'll learn to appreciate the importance of consumer behaviour for retail organisations and develop your own analysis of influences on consumer behaviour patterns. Consumption choices range from small, insignificant purchases to large, once-in-a-lifetime occasions. It covers goods and services but also experiences, ideas and thoughts. You'll explore how Increasingly these purchases are across a range of retail vehicles both online and offline.
Study how social media fits into and complements the marketer’s toolbox. This module combines theory with practical application and covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications executions, and harnessing social media data to yield customer insights. You'll study the 'Four Zones' of social media that marketers can use to achieve their strategic objectives, as outlined in Tuten and Solomon (2014). These include community (e.g. Instagram), publishing (e.g. Tumblr), entertainment (e.g. Candy Crush Saga), and commerce (e.g. Groupon).
Study the role branding and brand management play in today's dynamic and highly competitive marketing environment. You'll understand the importance and value of brands to organisations, consumers and society, and identify the characteristics of successful brands in different contexts. You'll critically analyse, evaluate and apply a range of theoretical concepts and special interest areas used to build, manage, and strategically develop brands. Critically evaluate the role of brand management and demonstrate full appreciation of the need for a wide-lens, integrated and strategic approach to branding decisions. Understand the need for – and mechanisms of - measurement of brand performance.
Undertake a marketing-based project where you'll propose, produce and defend an extended piece of research. You'll have the choice of two tracks: 'Academic' – where you'll address a research problem grounded in academic literature as per traditional dissertations, or 'Applied' – where you'll adopt a company-based consultancy approach and focus on a decision problem.
What you'll learn
Explore the importance of managing marketing data and its use in effective marketing decision making. You'll study the role of marketing metrics within organisations and you will understand how a range of measurement techniques can enable organisations to achieve marketing insights and strategic decision making.
Explore the world of global and international marketing. You'll construct a critical understanding of key theoretical concepts that underpin the discipline. You'll apply those concepts in a practical way to case studies and exercises that feature live companies and current developments.
Fees & Funding hellooo
£9,900
UK
The tuition fee for the year for students entering in 2024/25 is £9900. The amount you will pay may increase each year to take into account the effects of inflation.
£17,500
International 2024
The tuition fee for the year for students entering in 2024/25 is £17500. The amount you will pay is fixed at this level for each year of your course.
Fees & Funding
£9,900
For students entering in 2024
The tuition fee for the year for students entering in 2024/25 is £9900. The amount you will pay may increase each year to take into account the effects of inflation.
Additional course costs
Tuition Fees
Your tuition fees cover the cost of registration, tuition, academic supervision, assessments and examinations.
The following are also included in the cost of your course:
- 24/7 Library and student IT support
- Free wifi via eduroam
- Skills workshops and resources
- Library membership, giving access to more than 500,000 printed, multimedia and digital resources
- Access to software, including five free copies of Microsoft Office 365 to install on your PC,laptop and MAC, and access to free high-end software via the Leeds Beckett remote app
- Loan of high-end media equipment to support your studies
Other study-related expenses to consider: materials that you will need to complete your course such as books (whilst the library provides access to readings recommended for your modules, you may wish to purchase your own copies of some books); you can also make suggestions for books to be added to Library stock; placement costs (these may include travel expenses and living costs); student visas (international students only); printing, photocopying and stationery (you may need to pay for multiple copies of your dissertation or final project to be printed and bound); events associated with your course such as field trips; study abroad opportunities (travel costs and accommodation, visas and immunisations). Other costs could include academic conferences (travel costs) and professional-body membership (where applicable). The costs you will need to cover for graduation will include gown hire and guest tickets, and optional extras such as professional photography.
As well as your mobile phone, you will also need access to a desktop computer and/or laptop to complete assignments and access university online services such as MyBeckett, your virtual learning environment. You can book and borrow AV equipment through the media equipment service accessed online via the student hub and located in the library at each campus. Equipment includes: 360 Cameras, iPads, GoPros, MacBooks, portable data projectors, portable projection screens, flipchart stands, remote presenters, digital cameras and camcorders, SLR cameras, speakers, microphones, headphones, headsets, tripods, digital audio recorders and PC/laptops (a laptop loans service is provided on campus in the library on both campuses). Student laptops are also available from the laptop lockers located in the libraries.
This list is not exhaustive, costs are approximate and will vary depending on the choices you make during your course. Any rental, travel or living costs are also in addition to your course fees. If you choose to study via distance learning, you may not be able to access all of the facilities listed if you are not able to visit us on campus.
£17,500
For students entering in 2024
The tuition fee for the year for students entering in 2024/25 is £17500. The amount you will pay is fixed at this level for each year of your course.
Additional course costs
Tuition Fees
Your tuition fees cover the cost of registration, tuition, academic supervision, assessments and examinations.
The following are also included in the cost of your course:
- 24/7 Library and student IT support
- Free wifi via eduroam
- Skills workshops and resources
- Library membership, giving access to more than 500,000 printed, multimedia and digital resources
- Access to software, including five free copies of Microsoft Office 365 to install on your PC,laptop and MAC, and access to free high-end software via the Leeds Beckett remote app
- Loan of high-end media equipment to support your studies
In many cases, costs associated with your course will be included in your course fee. However, in some cases there are ‘essential’ additional costs (those that you will be required to meet in addition to your course fee), and/or ‘optional’ additional costs (costs that are not required, but that you might choose to pay). We have included those essential or optional additional costs that relate to your course, below.
Other study-related expenses to consider: materials that you will need to complete your course such as books (whilst the library provides access to readings recommended for your modules, you may wish to purchase your own copies of some books); you can also make suggestions for books to be added to Library stock; placement costs (these may include travel expenses and living costs); student visas (international students only); printing, photocopying and stationery (you may need to pay for multiple copies of your dissertation or final project to be printed and bound); events associated with your course such as field trips; study abroad opportunities (travel costs and accommodation, visas and immunisations). Other costs could include academic conferences (travel costs) and professional-body membership (where applicable). The costs you will need to cover for graduation will include gown hire and guest tickets, and optional extras such as professional photography.
As well as your mobile phone, you will also need access to a desktop computer and/or laptop to complete assignments and access university online services such as MyBeckett, your virtual learning environment. You can book and borrow AV equipment through the media equipment service accessed online via the student hub and located in the library at each campus. Equipment includes: 360 Cameras, iPads, GoPros, MacBooks, portable data projectors, portable projection screens, flipchart stands, remote presenters, digital cameras and camcorders, SLR cameras, speakers, microphones, headphones, headsets, tripods, digital audio recorders and PC/laptops (a laptop loans service is provided on campus in the library on both campuses). Student laptops are also available from the laptop lockers located in the libraries.
This list is not exhaustive, costs are approximate and will vary depending on the choices you make during your course. Any rental, travel or living costs are also in addition to your course fees. If you choose to study via distance learning, you may not be able to access all of the facilities listed if you are not able to visit us on campus.
Moving on up
Leeds Beckett climbs 40 places in the Complete University Guide 2024
Your future in our hands
There’s a lot to consider when choosing a course. Take a look at the team you’ll be working with, employability statistics and career prospects to help make up your mind.
Career Prospects
Completing this advanced and challenging course will provide a gateway to your next professional marketing role. You’ll have the confidence to apply your knowledge in a range of diverse and complex real-world marketing settings.
Leeds Beckett postgraduate marketing graduates have entered a wide range of marketing roles or have followed a route into further studies.
Alyson Finney
Post Graduate Course Director / Leeds Business School
Beckett Careers Team
Our careers service is not just there for undergraduates, we support our postgraduate taught and research students too.
Your postgraduate degree will boost your CV and help you stand out from the crowd. Whether you're just starting out on your chosen career path, changing careers or moving to the next level, we can provide you with expert advice and resources to help you take the next steps to achieving your goals.
Your Beckett experience
At Leeds Beckett your experience is important to us, find out more about what to expect from your time on this course and life at uni.
Experience Leeds Beckett
Our state-of-the-art facilities and learning environments give you everything you need to succeed – whether that’s completing your current studies or joining our cutting-edge research teams.
