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Marketing and Strategy Masters (MSc)

Mode Duration Start date
Full time 1 year September 2019
Full time 2 years including professional placement September 2019

Choose Kingston's Marketing and Strategy MSc

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.

Kingston Business School has joined an elite group of global institutions to be awarded the prestigious international accreditation by the AACSB (Association to Advance Collegiate Schools of Business). A hallmark of excellence in business education, the accreditation has been earned by just 5 per cent of the world's business schools.

Find out more about about studying the Marketing and Strategy MSc from our students and the director of studies, Patricia Harris:

  • Learning in action: as a student on this course you will design robust marketing strategies that create value and give your company the edge over competitors. You will see how your decisions impact on company performance when you compete with other students to become market leader in a computerised simulation. You will prepare consulting reports for real business clients during your integrated consultancy project. With easy access to central London, there are plenty of opportunities to build up a network of contacts.
  • 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.

Assessment

Coursework.

Work placement scheme

Many postgraduate courses at Kingston University allow students to do a 12-month work placement as part of their course. The responsibility for finding the work placement is with the student; we cannot guarantee the work placement, just the opportunity to undertake it. As the work placement is an assessed part of the course, it is covered by a student's tier 4 visa.

Invoicing on the placement courses is split into two stages. The standard course fee is payable in year 1 with the placement fee invoiced in year 2. Therefore, students starting in September 2017 would therefore be charged the placement fee of £1,070 in September 2018. Students commencing the course in September 2018 will be invoiced the placement fee in 2019 (provisionally £1,230).

This amount will only be charged to your account after you find a placement and are enrolled on the module. You will not be charged this fee if you do not manage to secure a work placement.

Find out more about the postgraduate work placement scheme.

CIM Accreditation

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

CIM accreditation

CIM qualifications are highly sought after by employers. The combination of a master's degree and a CIM professional qualification will strengthen your CV and mark you out as a master of your subject who can also demonstrate professional acuity and relevance.

Course structure

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.

Example core modules

  • 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.

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  • 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.

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  • 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.

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  • The module is relevant to all students who want to equip themselves for a career in marketing communications, either on the agency or client side. Marketing communications involves planning, organising, managing and evaluating communications between a company or organisation and its stakeholders. It traditionally involves the integration of advertising, sales promotion, public relations and interactive marketing. This module ensures that you understand the practical issues involved in creating effective integrated communications plans which incorporate both traditional and innovative elements. It also builds an understanding of the theoretical issues which underpin effective communications.

    The module is delivered via lectures, in-class exercises, workshops, electronic learning and is supported by guest speakers. There is a strong emphasis on student-centred learning and you will be regularly asked to contribute to sessions with discussion of research projects, presentations and practical assignments.

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  • 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.

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  • 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.

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  • 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.

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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.

We aim to ensure that all courses and modules advertised are delivered. However in some cases courses and modules may not be offered. For more information about why, and when you can expect to be notified, read our Changes to Academic Provision.

Regulations governing this course are available here

Details of term dates for this course can be found here

Contact our admissions team

Submit an enquiry

020 3308 9929*

*Calls cost 7p per minute from a UK landline plus your phone company's access charge. Calls to this number from mobiles are normally deductible from your inclusive minutes.

Location

This course is taught at Kingston Business School

View Kingston Business School on our Google Maps

Contact our admissions team

Submit an enquiry

020 3308 9929*

*Calls cost 7p per minute from a UK landline plus your phone company's access charge. Calls to this number from mobiles are normally deductible from your inclusive minutes.

Location

This course is taught at Kingston Business School

View Kingston Business School on our Google Maps
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Kingston Business School AACSB accredited

AACSB accreditation

Kingston Business School joins an elite group of the top 5 per cent of institutions worldwide awarded the prestigious AACSB accreditation.

Kingston University wins 2017 Guardian University Award

Guardian University Award 2017

The award for teaching excellence included specific praise for the inclusivity and accessibility of the University's courses.

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