Marketing Management MSc

You will enrol on the 180-credit MSc Marketing Management. However, if you leave before completing the full programme, you will gain a Postgraduate Certificate with 60 credits and a Postgraduate Diploma with 120 credits.

To complete the MSc Marketing Management, you'll study modules such as:

Marketing Communications

We will develop your understanding of integrated marketing communications theory and practice in a cross-cultural context. You’ll examine the impact of culture on marketing communication and apply your knowledge creatively in practical situations, using various marketing tools. This module draws on theoretical frameworks, cross-cultural psychology and insights into customer behaviour to help you devise viable solutions to complex communication challenges.

Market Analysis

This module will develop your skills in the analysis of markets at both the market and consumer level, using quantitative and qualitative data.

Customer Behaviour

We explore the global, cultural and social contexts in which consumption takes place, including customer decision-making and customer satisfaction. In particular, we examine the impact of strategic and tactical marketing decisions on customer behaviour. This module will develop your ability to evaluate marketing options in the light of customer and business objectives as well as corporate social responsibilities to individuals, organisations and wider society.

Brand Management

This module will deepen your understanding of the role of branding in positioning an organisation both internally and externally. We explore the challenges involved in creating distinctive, sustainable and differentiated brand identities in an increasingly crowded marketplace – for private, public, for-profit and not-for-profit organisations. You will have the chance to evaluate branding strategies and tactics critically and will build the insights, skills and competences you need to develop brands for a range of sectors and industries.

Services Marketing

Providing opportunities for strategic thinking, creativity and innovation, this module focuses on how companies need to adapt their range of service offers to reflect the changing needs of customers and technological advances. You’ll examine key factors of the business environment that encourage innovation, including the life cycles of services, their market positioning, repositioning and withdrawal; the operational effectiveness of services; and how they align with the overall strategy of an organisation.

Contemporary Marketing Challenges

We examine how to measure business performance from a strategic and marketing perspective, including brand evaluation, CRM, satisfaction measurement and loyalty measurement. This module also considers the impact of such measures on how organisations and individuals behave. You’ll harness both quantitative and qualitative research methods to explore how appropriate measures can be identified and tracked.

Independent Study

This triple module gives you the chance to investigate a significant management area in depth, drawing on the knowledge and intellectual skills you have gained throughout the course. Following taught preparation in research methodology and practice, you will be supported by an individual supervisor as you work on your independent study. You will also reflect on your research experience and use what you have learned to guide your future development via a reflective statement and development plan.