University of the Arts London

What you'll study

This online MA blends strategic marketing theory with practical fashion industry application. Core study areas include brand strategy, consumer behaviour and insight, digital and social media marketing, fashion communications, trend analysis and forecasting, and global fashion business practices. Research methods support applied investigation and are designed to culminate in a self‑directed major project or consultancy brief that demonstrates a professional standard of practice.

• Brand Strategy and Positioning – development of brand identity, proposition and value mapping in competitive fashion markets.
• Consumer Insight and Behaviour – use of qualitative and quantitative methods to interpret consumer motivations and purchase journeys.
• Digital Marketing and E‑commerce – strategy for online retail, social commerce, content planning and performance measurement.
• Fashion Communications and PR – campaign planning, storytelling and media relations for fashion contexts.
• Trend Forecasting and Cultural Analysis – techniques for spotting and translating cultural shifts into product and marketing opportunity.
• Global Fashion Business – distribution, retail strategy and international market considerations for brands at different scales.
• Research Methods and Major Project – methodological tools and supervised project that applies learning to a real or simulated industry brief.

The programme is delivered through a combination of tutor‑led online seminars, asynchronous learning materials, peer critiques and individual tutorials. Teaching emphasises case studies, live briefs and industry speakers to connect theory to current commercial practice.

Entry requirements

Applicants are normally expected to hold an undergraduate degree at 2:1 or equivalent in fashion, marketing, business, communications or a related subject. Applicants with a lower honours classification may be considered if they can demonstrate significant professional experience in fashion or marketing roles. Typical application materials include a personal statement outlining relevant experience and objectives, a CV, two references, and a portfolio or examples of professional work where applicable.

International applicants whose first language is not English will need to meet UAL’s English language requirements (for example, an IELTS profile that meets the university’s conditional offer levels). Specific entry decisions are made by admissions tutors on a case‑by‑case basis.

Career prospects

Graduates from this programme move into strategic and operational roles across fashion and lifestyle sectors, including positions such as:

• Brand Manager or Brand Strategist
• Marketing Manager and Campaign Planner
• Digital Marketing / E‑commerce Manager
• Fashion PR and Communications Executive
• Trend Forecaster and Product Planner
• Retail Buyer and Merchandiser
• Marketing Consultant or independent brand founder

Because the course emphasises applied projects and industry engagement, graduates often progress into roles that require a blend of creative understanding and commercial marketing skills, or use the MA to transition from a creative role into strategic business functions.

Why study at University of the Arts London

UAL is one of the world’s leading specialists in fashion education, with the London College of Fashion recognised for close industry relationships and practical, vocational teaching. The online MA maintains those connections through guest lectures, live briefs and tutors with current industry experience. Students benefit from UAL’s extensive resources, including specialist libraries and online databases, plus careers and enterprise support tailored to creative industries.

Studying online provides flexibility for professionals while retaining access to a diverse international peer group based in London’s globally influential fashion ecosystem. The course is designed to equip students with both the strategic knowledge and the practical tools required to lead marketing for contemporary fashion brands.