入学要求 Requirement：
学术要求： UK Lower Second Class Honours degree (2:2) or equivalent. Professional qualifications and work experience will be considered.
英语要求：IELTS score of 6.5 overall with 7 in writing, TOEFL (iBT) 88 overall with 26 in writing, or equivalent, for non-native English speaking applicants.
学费 Tuition Fee：2011/2012 £13,780
课程特征 Course Features：
Overview
This is a distinctive, research-led course based on contemporary theory and case material which is challenging and innovative. Our academics have expertise in cutting edge consumer and culture industry research. The course will provide you with an in-depth and critical understanding of a world increasingly defined by a culture of consumerism and the role played by marketing activities in building strong customer relationships and business opportunities.
The MA in Marketing is best suited to students who have a keen interest in developing an intellectual understanding of the theories underpinning marketing concepts and processes. By the end of the course students should have developed sound knowledge and understanding of the contemporary issues relating to marketing, consumers and culture.
Special Features
The course is at the cutting edge of contemporary marketing and has a distinctive quality in matters relating to consumer culture and critical perspectives.
With the option to take elective units in areas such as Arts or Sports Marketing, Digital Media Marketing, and Marketing Ethics, the course offers the opportunity to learn more about specialised topics.
The Marketing Group has an international profile and regularly hosts visits by leading international marketing academics.
The course hosts a ‘Marketing Camp’, where leading international scholars present their research to faculty and students.
Our academic marketing cohort is the largest in the University of London, with 10 members.
课程内容 Course Content：
You will study six core and four elective units over the first two terms. In the final term, you will complete a dissertation giving you the opportunity to analyse a marketing issue in depth.
Core course units:
Marketing - A Critical Introduction
You will gain a critical perspective on standard marketing management concepts and principles and reappraise their effectiveness and relevance in the light of contemporary marketing issues.
Marketing and Consumer Research - Contemporary Issues
You will explore current ideas within marketing scholarship and practice. This cutting edge unit ensures that you stay abreast of theoretical advances and emerging organisational issues.
Measurement & Metrics for Marketing
You will analyse the role of metrics and measurement in the analysis of both the customers’ and enterprise’s needs through an integrated approach to analysis, planning, implementation and control of the marketing programme.
Brand and Branding
Recently, brands have emerged to the forefront of our understanding of corporate value, marketing practice and the consumer society. You will explore brands as a marketing practice and as a cultural force through the analysis of customer brand equity, brand identity, brand culture and brand mediation.
Quantitative Methods for Graduates
You will be introduced to the basic statistical concepts and procedures used in empirical research. This unit explores the need for statistical understanding in a practical context and will provide you with the confidence needed to employ data. You will also develop the skills required to understand and apply the more specialised statistical methods used in graduate research.
Methodology and Qualitative Research Methods
You will examine key methodological debates in management research and the methods and techniques of qualitative data gathering and analysis. The relationship between theory and method in research design and the nature of validation and reliability in the research process will also be explored. This unit is particularly appropriate if you intend to pursue research-related careers in both academic and non-academic settings.
Dissertation
The dissertation is an opportunity to analyse marketing in depth. By the end of the dissertation, students should be able to plan and manage a project, define aims and objectives, identify appropriate data sources and collection methods, be aware of and deal with potential pitfalls, execute a dissertation plan, and construct an effective argument.
Elective course units:
Arts Marketing
You will be introduced to the basic marketing theories and practices necessary for the successful running of art galleries. Attention is drawn to arts consumption and consumers, with reference to arts organizations in the private, public, and voluntary sectors.
Marketing Ethics
You will develop a critical understanding of the scope and nature of marketing ethics. You will identify and evaluate moral issues that arise both in day-to-day marketing mix decisions and in the ideology of marketing management more broadly.
Services Marketing
This unit explores issues arising from the application of marketing principles to the services sectors, specifically examining service quality, customer satisfaction, and the importance of brand image for service industry firms in differing service delivery operational contexts.
Sports Marketing
You will develop an understanding of the unique application of marketing principles and processes to the sports industry. Two themes are considered: sports as product and sports as medium.
Not-for-Profit and Public Sector Marketing
What is the result of the absence of a profit motive in the role of marketing? You will explore the complex marketing relationships that exist in both not-for-profit and public sector marketing. You will evaluate and analyse the debates and controversies with the rise of marketing discourses around not-for-profit and public sector organizations.
Digital Media Marketing
This unit examines the role of digital media within contemporary marketing practice and its impact on marketing theory. New technologies have paved the way for consumers to embrace new media and have also allowed organisations to develop new markets and strategies to push their businesses forward. You will develop knowledge and practical experience of digital media and marketing concepts available via these developing technologies.
Business to Business Marketing
The aim of this unit is to develop a deep understanding of industrial marketing theory and how it is different from consumer marketing. You will understand how the marketing mix can be manipulated by industrial marketing managers by reviewing theory and engaging with a variety of case studies.
Marketing across Markets
You will be introduced to the principles underlying the design and implementation of marketing strategies across cultures and national borders. Topics will cover the global market environment and the issues and problems faced by international marketers in planning and conducting their activities on product/service, distribution, promotion and pricing.
Marketing Communications
You will examine the principal means of marketing communications – advertising, promotion, public relations, direct marketing and sales teams. You will develop an understanding of the contemporary media environment and how this impacts on marketers’ efforts to communicate with stakeholders. An important theme that will be examined is how communication should change when dealing with different segments, and entering markets with different communication cultures (particularly overseas).
教学与评估：
Assessment is carried out by a variety of methods including coursework, examinations and a dissertation.