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This course can lead to a broad range of careers in marketing, particularly within brand management or brand marketing. It offers an understanding of the business value of brands and the skills to develop and manage them professionally.
You will develop a solid knowledge of brand management and be able to oversee a brand across all channels. There are opportunities to apply branding theory to case studies and in a live business context. Through integrated tasks and workshops, industry links and networking opportunities, there is a focus on career and employability.
No background in business is required, but you will need to have a strong interest in marketing.
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 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 offerings.
You will take part in an Assessment Centre Experience, providing the opportunity to experience the pathway to employment with tailored feedback to help develop your employability skills for the world of graduate employment.
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 Accredited Degree Programme.
The Department of Strategy, Marketing and Innovation comprises passionate and enterprising academics from a diverse range of backgrounds. Our undergraduate and postgraduate qualifications bring together research, practitioner insights and teaching expertise in the disciplines of marketing, international business, entrepreneurship, strategy and innovation.
Our courses are truly experiential, providing you with opportunities to undertake company visits, attend networking events and hear best practice from industry guest speakers.
The course comprises seven core modules.
This module focuses on how people buy and use products, and how they react to marketing action. You will:
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.
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.
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.
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.
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 identifying 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 Student Route visa.
Find out more about the postgraduate work placement scheme.
The Professional Placement module is a core module for those students following a masters 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.
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
A 2:2 or above honours degree or equivalent in a relevant discipline.
Candidates with non-standard qualifications but with relevant experience are welcome to apply.
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 6.0. 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 recognised majority-English-speaking countries (MESCs) do not need to meet these requirements.
You will find more information on country-specific entry requirements in the International section of our website.
Find your country:
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.
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.
Contact hours may vary depending on your modules
Marketing and Brand Management MSc
Professional Placement Year
Assessment typically comprises practical assessments (e.g. presentations) and coursework (e.g. essays, reports, self-assessment, portfolios, dissertation). The approximate percentage for how you will be assessed on this course is as follows.
Marketing and Brand Management MSc
Professional Placement Year
We aim to provide feedback on assessments within 20 working days.
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.
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.
If you are a UK student, resident in England and are aged under the age of 60, you will be able to apply for a loan to study for a postgraduate degree. For more information, read the postgraduate loan information on the government's website.
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:
Depending on the programme of study, there may be extra costs that are not covered by tuition fees which students will need to consider when planning their studies. Tuition fees cover the cost of your teaching, assessment and operating University facilities such as the library, access to shared IT equipment and other support services. Accommodation and living costs are not included in our fees.
Where a course has additional expenses, we make every effort to highlight them. These may include optional field trips, materials (e.g. art, design, engineering), security checks such as DBS, uniforms, specialist clothing or professional memberships.
Our libraries are a valuable resource with an extensive collection of books and journals as well as first-class facilities and IT equipment.
There are open-access networked computers available across the University, plus laptops available to loan. You may find it useful to have your own PC, laptop or tablet which you can use around campus and in halls of residence. Free WiFi is available on each of the campuses. You may wish to purchase your own computer, which can cost from £100 to £3,000 depending on your course requirements.
In the majority of cases written coursework can be submitted online. There may be instances when you will be required to submit work in a printed format. Printing, binding and photocopying costs are not included in your tuition fees, this may cost up to £100 per year.
Travel costs are not included in your tuition fees but we do have a free intersite bus service which links the campuses, Surbiton train station, Kingston-upon-Thames train station, Norbiton train station and halls of residence.
Students who choose to take a placement will need to allow for travel costs. Cost will depend on the location of the placement. If placement is based in London travel costs may vary from £0 to £200 per month, for 12 months.
The information on this page reflects the currently intended course structure and module details. To improve your student experience and the quality of your degree, we may review and change the material information of this course. Course changes explained.
Programme Specifications for the course are published ahead of each academic year.
Regulations governing this course can be found on our website.