Marketing and Finance MA

The Marketing and Finance MA has been developed from two highly successful courses run by the Business School – the Accounting and Finance MSc and the Marketing MA. Both of these courses have established international reputations for excellence.

Thisw course is designed to prepare you for a career in marketing management, plus provide you with a knowledge of the financial elements of business.

What will you study?

You cover the latest theory and practice in both disciplines. You will acquire a knowledge of:

• the theories, models and practice of accounting and finance at an advanced level, together with an understanding of how they integrate in the wider business environment; and
• advanced marketing concepts, together with the skills to make an immediate and effective contribution in a marketing-related role.

You will also gain the ability to critically analyse and use relevant information to offer interpretations and solutions to problems.

Course director Patricia Harris talks about the benefits of studying this course at Kingston University:

Kingston Business School works closely with the business world's principal professional bodies in order to harmonise its education provision with the needs of today's business practitioners. You will learn how to turn theory into practice and gain a qualification that has real value in the real world. Find out more...

Research is an essential part of the day-to-day life of Kingston Business School and is embedded in its intellectual activities and development. In the most recent RAE (Research Assessment Exercise) undertaken in 2008, the research output of Kingston Business School was the highest rated of any new university. Ninety per cent of our research submitted was assessed as 'recognised internationally' or higher. Of this, 10% was classified as 'world leading' and 35% as 'internationally excellent'. 

Find out more...

Please note that this is an indicative list of modules and is not intended as a definitive list.

Core modules

• Introduction to Financial Modelling

• Introduction to Financial Modelling

  This module provides an underpinning and understanding of numerical techniques used in the business and finance world to aid strategic decision making. It aims to provide students with the mathematical and statistical foundations that are necessary in the areas of accounting and finance.

  
   
• Corporate Finance

• Corporate Finance

  This module aims to develop a critical knowledge and understanding of the core theories and concepts in the field of corporate finance and of the issues related to the corporate decision-making process and the application of corporate finance theories in real life.

  
   
• Financial Management

• Financial Management

  This module covers how organisations arrange their external financing and manage their internal resources. It looks at:

  • sources of capital and theories of how capital structures behave in response to changes in the choices of capital sources;
  • methods and costs of protecting the firm's capital and operational cash flows against currency, interest and maturity risk;
  • treasury and working capital management; and 
  • the firm's choice in of growth through acquisition or or reduction through spin-off, demerger or reconstruction will be studied.
  
   
• International Money and Finance

• International Money and Finance

  Many companies engage in international collaborations, set up overseas operations and subsidiaries, or export their products to overseas markets. As a student of finance, you should:

  • have an appreciation of the international dimension of corporate activities; and
  • be aware of the specific risks and challenges involved in the globalisation of the economic environment.

  This module will cover:

  • the goals, motives and risks that multi-national corporations are facing;
  • the role and functions of international financial markets; and
  • the tools that can be employed to assess and control for risk in these markets.
  
   
• Global Marketing Management

• Global Marketing Management

  This module studies the theory, practical application and issues relating to marketing management in a variety of contexts including both business and not-for-profit sectors.

  It looks at how the marketing discipline is key to the long-term success of an organisation and develops expertise in the theory, analysis, planning and execution of marketing strategies. Areas of study include:

  • techniques for analysing the marketing environment;
  • segmentation, targeting and positioning;
  • marketing business-to-business and business-to-consumer;
  • issues relating to product development, branding, pricing and lifecycle; and
  • issues relating to international marketing and business expansion in new territories.
  
   
• Market Research

• Market Research

  This module is designed to enable you to become a competent practitioner and user of market research. It will enable you to:

  • develop a theoretical and practical understanding of the merits of different market research techniques; and
  • formulate coherent research proposals that address both conceptual requirements and operational considerations.
  
   
• Marketing Strategy

• Marketing Strategy

  This module introduces issues involved in strategic planning, including the major models and techniques used in strategic analysis and marketing analysis. It aims to develop your ability to formulate and evaluate marketing strategies. You will cover:

  • the classic models used in strategic analysis and their shortcomings in practice; and
  • the developing models and frameworks currently influencing strategic thinking.

  It also concentrates on the application of techniques, together with knowledge gained on other core modules. You will apply understanding of operational marketing, accounting, market research, advertising and buyer behaviour to strategic problems.

  
   
• Research Methods and Dissertation

• Research Methods and Dissertation

  Initially this module will equip you with the skills and knowledge needed to successfully complete a research project.

  You will then investigate a specific marketing or finance-related business problem via a substantial piece of independent work, which demonstrates your proficiency in:

  • the design of a research project;
  • the application of appropriate methods;
  • the collection and analysis of data; and
  • the presentation of results.
  
   

Option modules (choose one)

• Buyer Behaviour

• Buyer Behaviour

  This module provides a critical understanding of research into buyer behaviour and looks at how it relates to problems in marketing and consumer regulation.

  It will also enable you to conduct your own research, identifying an area where further investigation may be needed and selecting the most appropriate method of investigation and analysis.

  
   
• Integrated Marketing Communications

• Integrated Marketing Communications

  This module examines the strategic and operational issues involved in planning integrated communication campaigns.

  It focuses on developing the skills and knowledge necessary for building effective communications plans and places a strong emphasis on new developments in the field. Areas of study will include:

  • campaign planning, identifying target markets, research and positioning;
  • media planning;
  • the marketing communications industry;
  • advertising;
  • sales promotion;
  • direct and database marketing;
  • public relations;
  • e-commerce; and 
  • other communications methods
  
   

The Faculty of Business and Law runs a number of postgraduate and post-experience open days. Visit us to find out how we can help you achieve your career ambitions.

Find out more...

Kingston Business School is recognised by the foremost professional marketing bodies in the UK, including the Chartered Institute of Marketing.

Find out more...