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The Kingston Marketing and Strategy MSc, accredited by CIM, is based on our renowned academic expertise in marketing and shaped by the strong links we've forged with industry. It is designed with industry practitioner input and structured around practical experiences that show employers you can apply your knowledge of theory to their critical business issues. Graduates leave Kingston University's flagship postgraduate marketing degree ready to excel in their marketing careers.
Our lectures are designed with employability in mind; expert guest speakers from companies like Santander, Barclaycard, Avios and other blue-chip organisations come to Kingston to present the latest market knowledge.
Find out more about about studying the Marketing and Strategy MSc from our students and the director of studies, Patricia Harris:
No background in business is required, but you will need to have a strong interest in marketing.
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 qualifications are highly sought after by employers and Graduate Gateway, alongside our Marketing and Strategy MSc, ensures we are equipping our students with the best opportunities for a successful marketing career.
The Marketing and Strategy MSc comprises seven modules worth 180 credits. This is an indicative list of modules and is not intended as a definitive list.
Study compelling and sometimes conflicting theoretical perspectives of strategy, including strategic management and strategic marketing. You will use these theories to analyse business case studies in the classroom, then apply your understanding to solve current problems for a company in the group consultancy project. You will identify and prioritise strategic issues in both the internal and external environment. You will determine which issues are opportunities and which are threats, then develop appropriate strategies and implementation plans. This module also focuses on the financial implications of strategic marketing decisions. You will examine how marketing strategies are resourced and how they create value for the business. From the creation of marketing assets listed on a company's balance sheet to the development of sustained competitive advantage – strategic marketing is a means of maximising shareholder value and market capitalisation.
Challenge other students in a computerised marketing game, which simulates a real environment. Working in teams, you will make marketing decisions then analyse the results to learn how to improve. Test how theories work in practice, when you are faced with different situations and time constraints.
The game is an open and evolving environment, with each team's marketing decisions having an impact that is felt by the other teams, who are following marketing strategies of their own. In this way you learn about the implications of your choices, and see how tactical decisions integrate with longer-term strategic decision making, simulating a real life marketing environment. From an employability perspective, the experience of working in teams to achieve common objectives will help you to develop team and leadership skills.
Focus on how people buy and use products and how they react to marketing action. Apply this buyer behaviour information to specify the goals of marketing activity 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.
Research a specific area of marketing in depth. Identify a topical issue or problem using appropriate theory and research methods. Put the knowledge you've developed during the course to the test. Write a research proposal and dissertation that combine academic rigour with practical marketing implications. 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. Through it you will learn 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.
Kingston Business School has once again been awarded 'Excellent' business school status, following a vote by 250 deans and directors from the best Business Schools in the world. Find out more.