Marketing

Overview

A Master in Marketing Management is a specialized graduate program focused on developing advanced skills in marketing strategy, consumer behaviour, brand management, digital marketing, and market research. This degree prepares students to understand market dynamics, create effective marketing strategies, and execute marketing plans that drive business growth. The curriculum typically includes courses on marketing analytics, integrated marketing communications, product development, and global marketing, combining both theoretical foundations and practical applications.

Career Pathways

A graduate of the Master in Strategic Management program could pursue either of the following careers,

  • Brand Manager: Oversee the development and implementation of brand strategies, manage brand equity, and ensure consistent brand messaging across all channels. Support other brand managers in executing marketing plans, conducting market research, and managing product launches.
  • Marketing Communications Manager: Develop and implement communication strategies to promote products or services, manage public relations efforts, and oversee advertising campaigns. Create and manage content strategies to engage target audiences, improve brand awareness, and drive traffic to digital channels.
  • Digital Marketing Manager: Plan and execute digital marketing campaigns, manage online presence, and analyse digital performance metrics to optimize strategies. Optimize website content for search engines, manage pay-per-click advertising campaigns, and analyse web traffic to improve search rankings.
  • Market Research Analyst: Conduct research to gather data on consumer preferences, market trends, and competitive analysis to inform marketing strategies. Analyse marketing data, measure campaign effectiveness, and provide insights to improve marketing performance.
  • Product Manager: Oversee the development and lifecycle of a product, from concept to market launch, ensuring it meets customer needs and business objectives. Support other product managers in market research, product development, and promotional activities.
  • Business Development Analyst: Identify new business opportunities, develop strategic partnerships, and create plans to enter new markets. Develop and implement sales strategies, manage sales teams, and build relationships with key clients to drive revenue growth. 
  • Advertising Manager: Plan and execute advertising campaigns, manage relationships with ad agencies, and ensure campaigns align with brand objectives.

Schools

The top ranked schools for the Master in Marketing Management program are,

  • HEC Paris

HEC Paris offers a 1-year Master in Marketing Management program that is the top-ranked marketing program globally. It allows students to gain an understanding of core marketing coursework that includes strategic marketing management, brand management, marketing analytics, and sustainable marketing among others. Furthermore, in electives, students can choose coursework across themes such as industry specific marketing management strategies, data science and AI in marketing, and luxury marketing. With industry partners such as L’Oréal, Danone, and LVMH, students benefit from business simulations, case studies, and projects that result in all-round development prior to graduation.

  • Rotterdam School of Management, Erasmus University

RSM’s MSc in Marketing Management offers students the opportunity to study core courses such as strategic marketing management, consumer behaviour, and consumer marketing with a focus on leveraging digital tools and innovation too. Thereafter, student’s choose electives that include product management, customer experience management, and big data in marketing among others. The opportunity to write a thesis independently or at a company such as Unilever, Heineken, or Nike further allows students to tie theoretical learning and research with real-world challenges related to marketing management.

  • ESSEC Business School

ESSEC’s Master in Marketing Management and Digital (MMD) is only offered on the Singapore campus. The program focuses on foundational marketing concepts such as strategic management, consumer behaviour in Asia, digital marketing, sustainability marketing, and luxury brand management. In addition, it is essential to take coursework on Mandarin to prepare students for a potential marketing career in Asia. Students can also undertake an internship to gain relevant practical experience prior to graduation.

  • ESCP Business School

ESCP’s MSc in Marketing & Creativity allows students to study in London and Paris. The program focuses on pillars that include marketing management, creativity, and analytics. Upon completing core coursework in marketing, students choose a specialization between entrepreneurship and digital transformation or fashion and luxury. To gain relevant practical experience, students engage in the L’Oréal ‘Big Picture’ project and the Social Impact module wherein they develop and improve skills of marketing, leadership, creativity, and teamwork that are highly regarded in the workplace. Last, students in this program complete a consultancy project that further helps them tie theoretical knowledge from the classroom with real world scenarios.

  • EDHEC Business School

EDHEC’s Master in Marketing Management focuses on marketing concepts such as brand management, international marketing strategy, product development and innovation, and digital marketing. Students then choose a specialization between luxury and fashion or entertainment and services. Students can also undertake elective courses that include behavioural science for sustainability, data analytics, marketing intelligence, customer and data analytics, and luxury brand management among others. Prior to graduation, students have the option to undertake certifications in project management, leadership, and foresight innovation and transformation while also completing a 6-month internship to gain relevant practical experience.

  • Imperial Business School

Imperial’s MSc in Strategic Marketing allows students to study core courses on strategic marketing, consumer behaviour, digital marketing, pricing strategy, and marketing analytics. Building upon this knowledge, students then tailor their curriculum depending on the preferences and can choose electives that include customer analytics and engagement, crisis management, sustainable marketing, marketing decision making. The practical components of this program include case studies, consulting projects, and a research component on a student’s preferred marketing topic.

  • Warwick Business School

Warwick’s MSc in Marketing & Strategy focuses on the integration of marketing and strategic management. In this program, students study core courses that include strategic management, negotiation, market research, marketing analytics. Thereafter, depending on preferences, students tailor their electives with coursework including marketing communication, innovation management, digital disruption and transformation, and design thinking. At the end of the program, students have the option to either write a thesis or further develop knowledge in a specific aspect of marketing and strategic management by electing to study additional courses. 

  • University College Dublin (UCD)

UCD’s MSc in Marketing program entails 8 modules that are completed in a year. Coursework includes marketing strategy, consumer behaviour and insights, brand management, pricing strategy. Furthermore, all students complete a marketing project prior to graduation.