Course summary

The MSc in Marketing enables you to explore the dynamic world of modern marketing and its pivotal role in helping to shape and steer corporate strategies in business and other professional sectors. This one-year full-time course offers an in-depth understanding of key academic marketing theories, current marketing industry issues and opportunities to gain practical experience abroad. We work with the leading UK professional body, the Chartered Institute of Marketing (CIM), to also offer you the opportunity to gain professional qualifications by taking advantage of the exemptions our CIM Accredited Degree provides. You will study core modules that include marketing management and strategy, buyer behaviour and marketing innovation, marketing theory, contemporary marketing communication and business-to-business marketing and select optional modules, ranging from digital marketing to global sports business and complete a dissertation or business project. The option also exists to take a module on the theory and practice of influencer and content marketing, which can replace the dissertation or business project and consolidates your knowledge gained from the course. Away from taught learning, you will be able to take part in extracurricular activities, which will give you valuable business insight and develop vital networking opportunities. You will also be able to enjoy marketing presentations by guest speakers, including expert academics and senior representatives from major multinationals. Core modules: Marketing Management and Strategy provides a comprehensive introduction to issues in marketing management and gives you the skills and ability to develop a professional strategic marketing plan. Buyer Behaviour and Marketing Innovation provides you with insights into consumer behaviour’s role in modern marketing, including historical perspectives, neuroscience, purchase decisions, perception, memory, emotions, and more. Marketing Theory develops your understanding of marketing theory and the key debates within the field by considering the theoretical, managerial, social, economic, and political dimensions of marketing. Contemporary Marketing Communication will develop your understanding of contemporary marketing communication by looking at recent research studies and first-hand accounts of strategy development from leading marketing agencies. Business to Business Marketing tackles the over-emphasis found on academic courses on the study of business-to-consumer marketing and provides a comprehensive introduction to the main theoretical and managerial issues in business-to-business marketing, a field in which many of our graduates work. Either Research Methods and Dissertation in Marketing provides you with training for advanced-level research and requires you to conduct an in-depth investigation into a relevant subject, for which you will have the opportunity to undertake research abroad at a partner university. Alternatively, instead of a dissertation, you will produce a business project in partnership with an external host organisation or through an issue-led investigation across a range of organisations on a specific management issue. Or Influencer and Content Marketing: Theory and Practice consolidates your course learning and requires you to carry out a critical analysis of the influencer marketing and content creation sectors and their impact on the traditional marketing industry. You will identify a viable business concept, carry out detailed market and customer analysis and then complete a major digital project based on your own specialist interests within influencer and content marketing.