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Master of Science
MSc Marketing and AI Technologies
Explore contemporary marketing theory, digital brand management and consumer intelligence on our MSc Marketing and AI Technologies course. Gain hands-on experience in market segmentation, performance measurement and ethical AI tools, preparing you to design highly effective marketing strategies.
Course length
1 year
Study mode
Full-time
Method
On Campus
Overview
Why choose our MSc Marketing and AI Technologies course?
- Master generative AI and marketing analytics – Accelerate your marketing career by applying cutting-edge generative AI, predictive analytics and digital automation tools. By transforming data into actionable insights, you’ll learn to optimise multi-channel campaigns, measure performance and drive strategic growth across dynamic global markets.
- Build global consumer intelligence and brand strategy – Develop deep expertise in consumer behaviour, brand management and immersive digital communications. Studying market dynamics and AI enhanced content creation helps you craft compelling, data driven marketing strategies for diverse international audiences and competitive sectors.
- Embed ethical AI practices and data governance – Integrate ethics, regulatory compliance and sustainability into your digital marketing strategy. Exploring responsible AI use helps you to evaluate emerging tools critically. It also helps you protect brand reputation and champion corporate accountability in global connected environments.
- Accelerate personal leadership and professional excellence – Advance your executive potential through targeted modules including ‘Leading Self for Success’ and a ‘Professional Development Plan’. You’ll cultivate the self-awareness, adaptability and strategic communication skills required to lead cross-functional marketing teams.
- Gain real-world experience and industry impact – Open doors to high-impact roles such as digital marketing manager, brand strategist or marketing consultant. Choose the optional two-year route to complete a supported work placement or business project, building valuable industry connections and practical CV experience.
About our MSc Marketing and AI Technologies course
Revolutionise how brands connect with global audiences by mastering strategic marketing and next-generation technologies. This master’s programme moves you beyond traditional boundaries, empowering you to leverage AI and advanced analytics to navigate today's rapidly changing digital landscape.
You'll build high demand skills in consumer intelligence, digital brand management and market segmentation, all while learning to design data driven, ethical marketing campaigns. By analysing real world global markets and embracing cutting edge digital tools, you'll graduate as a highly adaptable, forward-thinking specialist. You’ll be ready to lead innovative marketing strategies and drive growth across diverse industries.
This course is also offered as a 2-year full-time Professional Practice programme which is aimed at fostering the employment opportunities of students. Offering greater flexibility than a traditional Placement Year, our Professional Practice Year allows you to decide how to put your skills into practice. Choose between a business project or a paid placement in industry, depending on the option that is best suited to your future career path.
Possible study locations and start dates
MSc Marketing and AI Technologies
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MSc Marketing and AI Technologies with Professional Practice
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MSc Marketing and AI Technologies
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MSc Marketing and AI Technologies with Professional Practice
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MSc Marketing and AI Technologies
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MSc Marketing and AI Technologies with Professional Practice
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MSc Marketing and AI Technologies
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MSc Marketing and AI Technologies with Professional Practice
| Full-time |
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MSc Marketing and AI Technologies
| Full-time |
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MSc Marketing and AI Technologies with Professional Practice
| Full-time |
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MSc Marketing and AI Technologies
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MSc Marketing and AI Technologies with Professional Practice
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Course Content
Modules
Please note that certain modules run sequentially across semesters, while others are fixed on an annual timetable. Depending on your start date, the specific order in which you take these scheduled modules may vary.
| Compulsory modules |
Leading Self for Success (15 credits)Develop essential leadership and practical career skills to thrive in today’s dynamic global business environment. This module guides you through creating a Professional Development Plan (PDP) to enhance your job search and career advancement. Through interactive workshops, dedicated leadership coaching sessions and a digital PebblePad portfolio, you'll gain hands-on experience in core leadership competencies.
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Marketing Concepts and Frameworks (15 credits)This module provides a comprehensive introduction to the discipline of marketing, outlining its core strategic functions alongside key theories, concepts and analytical frameworks. You'll examine foundational marketing principles while evaluating critical contemporary issues, including marketing ethics and the ethical implications of AI deployment. Designed to build essential sector confidence, this cornerstone module equips you with the critical understanding required to analyse market dynamics, align marketing functions with broader business objectives and navigate complex, technology-driven marketing environments.
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Managing Brands in a Connected World (30 credits)This module examines the theory and practice of brand management in an era defined by social media, digital connectivity and rapidly evolving consumer expectations. You'll explore foundational principles of brand strategy including brand identity, positioning and architecture before examining how these are applied and challenged in dynamic online environments. The module covers content strategy, community management, influencer marketing and social media analytics, equipping you with the practical tools to build and sustain brand equity across digital platforms. Emerging trends such as AI-driven personalisation, immersive brand experiences and generative AI in content creation are critically examined alongside shifting global consumer behaviour patterns.
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Global Consumer Intelligence (30 credits)This module develops your ability to understand, analyse, and act upon consumer behaviour and market intelligence across domestic and international contexts. Drawing on consumer psychology, behavioural economics and cognitive models, you'll examine the key drivers of consumer decision making, from rational and emotional processes to the influence of marketing communications and emerging technologies. Extending this understanding to global environments, the module explores theories of international business, global marketing strategy and market entry. You'll learn to deploy cross cultural analysis and data driven intelligence to segment diverse audiences, evaluate international opportunity and formulate high impact strategic decisions.
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Digital Marketing in the Age of AI (30 credits)This module provides a critically informed understanding of the contemporary digital marketing landscape, focusing on the transformative role of artificial intelligence in marketing practice. You'll explore key technologies, including audience profiling, customer journey mapping, programmatic advertising and AI-powered personalisation, while developing competence in analytics, measurement and data storytelling. You'll learn to deploy AI tools and platforms critically, evaluating their strengths, limitations and outputs against trusted information sources. The module also covers regulatory and ethical dimensions, including GDPR, the EU AI Act and responsible data use, equipping you to design and evaluate commercially effective, ethically sound digital marketing strategies.
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Marketing Sector Spotlights (30 credits)This module takes an applied approach to marketing strategy, examining how core principles are adapted across diverse industry sectors. Through weekly sector deep dives, you'll explore the marketing dynamics of fashion and luxury, sports, entertainment, technology and SaaS, healthcare, financial services and fintech, retail, hospitality, charity and emerging markets. Each sector is evaluated through its regulatory environment, audience characteristics, competitive dynamics and strategic challenges. Underpinned by digital strategy and innovation frameworks as transferable analytical tools, the module equips you to evaluate complex market landscapes and tailor high-impact marketing strategies across varied commercial and non-profit settings.
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Contemporary Issues in Marketing (30 credits)This module focuses on effective case study analysis to identify and resolve complex business problems. Each workshop centres on discussion around a real-world scenario, examining every aspect of the case to deliver a holistic, true-to-life analytical experience. You'll evaluate the people aspects of business decisions, investigating decision maker biases, stakeholder impacts, organisational resistance to change and ethical considerations. Sustainability topics are integrated into case discussions, equipping you to evaluate managerial choices through a balanced lens of commercial viability, social responsibility and long-term impact.
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Professional Development Plan (0 credits)This compulsory module enables you to review your professional skills and competency evolution throughout your year of study. You’ll engage in interactive workshops and a final one-to-one coaching session to revise your growth priorities, fine-tune your executive skills and cultivate a lifelong growth mindset. By evaluating your developed competencies in critical thinking, cultural intelligence and innovation, you’ll independently construct a mandatory, forward-looking Professional Development Plan to accelerate your long-term career trajectory and confidently secure leadership roles.
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If you have chosen the Professional Practice year, you can undertake a work placement or business project in your second year.
| Professional Practice options |
| Work Placement |
| Business Project |
Teaching and Assessment
How you'll learn
The course is delivered in an interactive way with a real-world focus and learning takes place both inside and outside the classroom environment. Workshop contact hours are used to facilitate class case discussions and practical activities, including simulations and the use of other business tools. Face-to-face learning is supported by online resources, including business journals, case studies, simulations, learning videos, reading materials, online testing and feedback.
Assessment
Assessments are designed to meet the programme and module learning outcomes and are both formative and summative. The formative assessments include the preparation and feedback from teaching sessions such as seminars, workshops, tests and presentations. The summative assessments may include written assignment, presentations and portfolios.
Full-time students: Your one-year course will be divided into three semesters of 13 weeks, and you’ll study 60 credits of taught modules per semester. You’ll be timetabled for teaching on campus up to three days a week.
Full-time with Professional Practice students: The first year will be identical to the one-year course variation. The second year consists of a work placement or a business project.
Our Student Journey Advisors at The University of Law will support and advise you throughout your studies with us, ensuring you have the best possible experience.
Our Academic Coaches will offer guidance throughout your course as well as assistance and advice as required during your time with us. They'll also be on hand to help you develop your plans for your future career.
Course dates
Application and booking deadlines vary by intake - take a look at our key application and enrolment deadline dates for more information.
Fees and Applying
Course fees
| Location | Fees |
| 2026/27 Course Fees (for courses starting between 1 July 2026 - 31 May 2027) | |
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London |
£12,650 |
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Outside London |
£12,100 |
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2-year programme with Professional Practice |
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London |
£13,950 |
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Outside London |
£13,350 |
| 2027/28 Course Fees (for courses starting between 1 June 2027 - 31 May 2028) | |
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London |
£12,950 |
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Outside London |
£12,400 |
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2-year programme with Professional Practice |
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London |
£14,300 |
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Outside London |
£13,700 |
All fees above include a deposit of £250.
The University of Law offers a wide range of scholarships and bursaries which makes studying more affordable than ever. You could also be eligible for a Postgraduate Loan.
If you're an alumnus of the University, you may be eligible to receive our £1,000 General Alumni Discount.
| Location | Fees |
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2026/27 Course Fees (for courses starting between 1 July 2026 - 31 May 2027) |
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London |
£19,050 (or £16,050 including a £3,000 International Bursary*) |
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Outside London |
£17,500 (or £15,000 including a £2,500 International Bursary*) |
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2-year programme with Professional Practice |
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London |
£20,950 (or £17,950 including a £3,000 International Bursary*) |
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Outside London |
£19,250 (or £16,750 including a £2,500 International Bursary*) |
| 2027/28 Course Fees (for courses starting between 1 June 2027 - 31 May 2028) | |
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London |
£19,600 |
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Outside London |
£18,050 |
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2-year programme with Professional Practice |
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London |
£21,600 |
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Outside London |
£19,850 |
All fees above include a deposit of £250.
*Terms and conditions apply. Visit our International Scholarships and Bursaries page for more details.
Entry Requirements
2:2
Undergraduate DegreeUK entry requirements
2:2 or above from a UK Bachelor's degree, or equivalent qualifications.
International entry requirements
An English Language level equivalent to IELTS 6.0 or above with a minimum of 5.5 in each component.
Applying
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