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Marketing & Brand Management Masters (MSc)

Mode Duration Start date
Full time 1 year September 2017

Choose Kingston's Marketing and Brand Management MSc

Find about more about the Marketing & Brand Management MSc from the director of studies, Patricia Harris and branding expert Dr Francesca Dall'Olmo Riley:

Our Marketing and Brand Management MSc, accredited by CIM, takes a unique focus on branding from a business perspective. Created to fill a skills gap in the graduate jobs market and designed with input from leading branding practitioners. Graduates from this course understand the real business value of brands and have the crucial practical skills needed to develop and manage them professionally.

  • Unique brand insight: on this course you will critique the design of global brands and learn how to get the best results from your creative agencies. You will develop a solid knowledge of marketing management, so you can oversee a brand in all channels. You will take the opportunity to apply branding theory to case studies and in a live business context.
  • Career-ready: the work you complete during your masters builds into a portfolio you can be proud to show recruiters. Graduates from this course typically enter the workplace in marketing manager and consultant roles, with many now at marketing director level or above.
  • Reputation: Kingston Business School maintains a strong reputation for its marketing programmes. Top industry practitioners from companies such as Diageo Great Britain, agencies such as Iris and trade bodies such as the Institute of Promotional Marketing consult with us to ensure that our marketing courses give you the skills needed by industry. Learn more about our Marketing Expert Panel.

No background in business is required, but you will need to have a strong interest in marketing.



Eduniversal best masters logoThis course has been rated by the Eduniversal masters ranking 2015/16 as one of the best marketing masters courses in western Europe.

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CIM accreditation

Kingston Business School has joined forces with Chartered Institute of Marketing (CIM) to give our students the opportunity to gain CIM professional qualifications through their Graduate Gateway.

CIM logo

CIM qualifications are highly sought after by employers and Graduate Gateway, alongside our Marketing & Brand Management MSc, ensures we are equipping our students with the best opportunities for a successful marketing career.

Course structure

The Marketing and Brand Management MSc comprises seven modules worth 180 credits. Please note that this is an indicative list of modules and is not intended as a definitive list.

Core modules

  • Examine diverse, sometimes controversial, theories of 'the brand'. Understand the strategic challenges faced by brands and their managers. Develop your own brand management skills that will enable you to make an immediate and effective contribution.

    This module is delivered through a mix of formal lectures, video case studies and seminars. Groups of students often debate pre-assigned 'hot issues' in branding and present their perspective. There is also an opportunity to visit the Museum of Brands, Packaging and Advertising in Notting Hill, London.

  • Design is integral to an organisation's branding strategy, but relatively few managers have the ability to critically appraise a design or shape its development. This module teaches students how to nurture a distinctive brand, through gaining key knowledge and practice in design management. This includes the strategy, process and implementation involved in successfully executing the design elements of a branding strategy.

  • This module focuses on how people buy and use products, and how they react to marketing action. You will:

    • apply this buyer behaviour information to specify marketing goals and define an effective services strategy;
    • critically evaluate the latest research developments in buyer behaviour, such as customer loyalty, satisfaction, advertising effectiveness, branding, pricing and store atmospherics;
    • take a scientific approach, based on evidence and theory, to understand the practical application of research findings and to identify areas where further investigation may be needed; and
    • evaluate the most appropriate methods of investigation and analysis.
  • Integrated marketing communications traditionally involves a mix of advertising, sales promotion, public relations and direct marketing. Today, however, there are many additional and innovative options to consider as well. Learn about the planning, organisation, management and evaluation of communications between an organisation and its stakeholders. Understand the theoretical issues that underpin effective integrated marketing and the practical issues to take into account when you use multiple channels of communication.

    This module is delivered through lectures, in-class exercises, workshops, electronic learning and professional guest speakers. The module is based on student-centred learning where you will lead discussions during research projects, presentations and practical assignments.

  • Examine how marketing management theories and methods can be applied to ensure long-term success for a broad range of organisations, private or not-for-profit, with a global context.

    Global Marketing Management is the discipline of planning, organising and managing marketing resources across international regions, to achieve an organisation's marketing objectives. This module is delivered through lectures, case study seminars and workshops and is supported by professional guest speakers.

  • Understand the elements of effective market research. Collect primary data that is valid and reliable for management purposes. Develop practical skills in data analysis to transform this raw data into information that guides marketing decisions. This module can act as a launch pad for a career in market research within the wider marketing industry.

    The skills you learn in this module also prepare you for your dissertation. Learn to critically evaluate commercial and academic published research, construct and execute a programme of research, and analyse and present the results.

    The module is delivered through a combination of class sessions, workshops and computer mediated practical sessions covering both quantitative and quantitative aspects of data collection and analysis.

  • You will research a specific area of marketing in depth by indentifying a topical issue or problem using appropriate theory and research methods. You will put the knowledge you've developed during the course to the test by writing a research proposal and dissertation that combine academic rigour with practical marketing implications. You will then communicate these findings as you would do in the workplace – by writing a management report.

    This module teaches you how to select appropriate research methods and leads to a theoretically-grounded research project which generates findings that inform management decisions. It will teach you to apply your research skills and gain experience managing a large-scale research project. These advanced research skills will prepare you for a highly adaptable career in marketing, and differentiate you as a future business leader.


You will have the opportunity to study a foreign language, free of charge, during your time at the University as part of the Kingston Language Scheme. Options currently include: Arabic, French, German, Italian, Japanese, Mandarin, Portuguese, Russian and Spanish.

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