Marketing and Brand Management MSc

Why choose this course?

Our Marketing and Brand Management MSc, accredited by the Chartered Institute of Marketing (CIM), takes a unique focus on branding from a business perspective. It was 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.
  • 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.

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

Mode Duration Start date
Full time 1 year September 2020
Full time 2 years including professional placement September 2020
Location Kingston Hill

Reasons to choose Kingston University

  • Kingston Business School is one of only five per cent of the world's business schools to be accredited by AACSB International.
  • Through exemptions awarded by the Chartered Institute of Marketing (CIM) you will have the opportunity to achieve a CIM qualification - highly valued by employers.
  • We consult with top industry practitioners, from companies such as Diageo Great Britain and agencies such as Iris, to ensure this course offers the skills valued in industry.
  • Free car parking at the Kingston Hill campus is available for students of this course. The campus can also be easily accessed by public transport. Halls accommodation is just a walk away from the classrooms.

What this course offers you

  • Ability to assess and develop brands from business and design perspectives.
  • Career and employability focus through integrated tasks and workshops.
  • Highly interactive lecture sessions will develop your critical thinking by putting the emphasis on discussion and debate and the exchange of ideas between lecturers and students.
  • You will put theory into practice through applied in-class exercises as well as exciting assessments that enable you to devise strategic brand management and integrated communications plans via live company briefs.
  • Guest lectures by specialist practitioners and industry experts will give you unique insight into the challenges faced by companies in today's competitive landscape.
  • Special industry events organised by our Alumni department provide excellent opportunities for networking.

After you graduate

Graduates from this course typically enter the workplace in a range of roles, with many now at marketing director level or above. Typical roles include marketing manager, brand manager, brand marketing executive, product marketing manager, media planning manager, consultant or digital media buyer.

Some graduates decide to continue their studies at Kingston University though doctoral research, and many decide to use the skills they have learned to set themselves up in business.

Kingston Business School Accreditations

Kingston Business School holds the prestigious international accreditation by the AACSB (Association to Advance Collegiate Schools of Business) in recognition of the excellence of its business education. This accreditation has been earned by just 5% of the world's business schools and recognises the high quality and standard of our business degree offering.

Kingston Business School Accreditations

Accreditation

Chartered Institute of Marketing

Chartered Institute of Marketing

Chartered Institute of Marketing

This course is accredited by the Chartered Institute of Marketing (CIM). CIM qualifications are highly sought after by employers. Students on this course have the opportunity to gain a CIM Certificate in Professional Digital Marketing through the CIM Graduate Gateway scheme.

The combination of a master's degree and a CIM professional qualification will strengthen your CV and help you stand out as a master of your subject.

What you will study

The course comprises of seven core modules.

Year 1

Year 2 (optional placement year)

Core modules

Buyer Behaviour

15 credits

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.
Strategic Brand Management

30 credits

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.

Global Marketing Management

15 credits

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.

Marketing Communications

15 credits

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.

Branding Design

15 credits

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.

Market Research and Data Analysis

30 credits

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 Proposal and Dissertation

60 credits

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.

The professional placement year is optional. It takes place after the full time year. It allows students to do a 12-month work placement as part of their course. The work placement is an assessed part of the course and is therefore covered by a Tier 4 visa.

Find out more about the postgraduate work placement scheme.

Core module

Professional Placement

120 credits

The Professional Placement module is a core module for those students following a Master's programme that incorporates an extended professional placement that follows completion of the first 180 credits of taught modules and project or dissertation. It provides students with the opportunity to apply their knowledge and skills in an appropriate working environment, and to develop and enhance key employability skills and subject specific skills in their chosen subject.

It is the responsibility of individual students to locate and secure a suitable placement opportunity; this will normally involve one placement which must be completed over a minimum period of 10 months and within a maximum of 12 months. The placement must be approved by the module leader prior to commencement to ensure its suitability.

The information above reflects the currently intended course structure and module details. Updates may be made on an annual basis and revised details will be published through Programme Specifications ahead of each academic year. The regulations governing this course are available on our website. If we have insufficient numbers of students interested in an optional module, this may not be offered.

Embedded work-experience

Within the course, students are given the opportunity to gain real-life work experience. Recently, students worked on a live-client project with the Rose Theatre in Kingston. They were given their brief by the Theatre's chief executive. Then in a formal pitch process the students presented their ideas to the team from the Theatre.

"Our students get the opportunity to understand current challenges that real businesses face, understand the marketing context of an organisation and present solutions to real problems in a formal process."
Course director Dr Shalini Ramlall

Embedded work-experience

Entry requirements

Typical offer

A good bachelors degree, or equivalent, in any discipline.

International

Please note: most students from countries outside the European Union/European Economic Area and classified as overseas fee paying, are not eligible to apply for part-time courses due to UK student visa regulations. For information on exceptions please visit the UKCISA website or email our CAS and Visa Compliance team.

All non-UK applicants must meet our English language requirement, which is Academic IELTS of 6.5 overall with no element below 5.5. Make sure you read our full guidance about English language requirements, which includes details of other qualifications we consider.

Applicants who do not meet the English language requirements could be eligible to join our pre-sessional English language course.

Applicants from a recognised majority English speaking countries (MESCs) do not need to meet these requirements.

Teaching and assessment

Guided independent study

When not attending timetabled sessions you will be expected to continue learning independently through self-study. This typically will involve reading journal articles and books, working on individual and group projects and preparing coursework assignments and presentations. Your independent learning is supported by a range of excellent facilities including online resources, the library and CANVAS, the online virtual learning platform.

Support for postgraduate students

As a student at Kingston University, we will make sure you have access to appropriate advice regarding your academic development. You will also be able to use the University's support services

Your workload

Marketing and Brand Management MSc

  • 25% of your time is spent in timetabled teaching and learning activity

Professional Placement Year

  • 100% of your time is spent on guided independent study and placement

Contact hours may vary depending on your modules

Marketing and Brand Management MSc

Professional Placement Year

Marketing and Brand Management MSc
  • Scheduled teaching and learning: 313 hours
  • Guided independent study: 913 hours
Professional Placement Year
  • Guided independent study: 50 hours
  • Placement: 1150 hours

How you will be assessed

Assessment typically comprises of practical assessments (eg presentations) and coursework (eg essays, reports, self-assessment, portfolios, dissertation). The approximate percentage for how you will be assessed on this course is as follows, though depends to some extent on the optional modules you choose:

Marketing and Brand Management MSc

Professional Placement Year

Marketing and Brand Management MSc
  • Coursework: 94%
  • Practical: 6%
Professional Placement Year
  • Coursework: 100%

Feedback summary

We aim to provide feedback on assessments within 20 working days.

Class sizes

You will be part of an intimate cohort of students which provides dedicated academic guidance and advice and the opportunity to build a life-long network of colleagues. Some modules are common across other postgraduate programmes therefore you will be taught alongside students who are on these courses within the Business School.

Who teaches this course?

You will be taught by an experienced teaching team whose expertise and knowledge are closely matched to the content of the modules on this course. The team includes senior academics and professional practitioners with industry experience. The following group of staff members are currently involved in the delivery of different elements of this course. This pool is subject to change at any time within the academic year.

Fees for this course

Home and European Union 2020/21

  • MSc full time £11,280

Overseas (not EU) 2020/21

  • MSc full time £16,000

Fees for the optional placement year

If you choose to take a placement as part of this course, you will be invoiced for the placement fee in Year 2. Find out more about the postgraduate work placement scheme and the costs for the placement year.


Funding and bursaries

Kingston University offers a range of postgraduate scholarships, including:

If you are an international student, find out more about scholarships and bursaries.

We also offer the following discounts for Kingston University alumni: