Marketing MSc


Fact file

MSc Marketing
12 months full-time
Entry requirements
2.1(Upper 2nd class hons degree or international equivalent)
Other requirements
Personal statement and a list of modules being studied in the final year (for applicants who have not yet completed their bachelor degree).
6.5 (no less than 6.0 in any element)

If these grades are not met, English preparatory courses are available
Start date
Jubilee Campus
Tuition fees
You can find fee information on our fees table.
Please note, this course is now closed for applications for 2016 entry.


This course is recognised with dual-award status by the Chartered Institute of Marketing (CIM) and is designed for students who want to pursue a career in marketing.
Read full overview

The MSc Marketing is designed for students with little or no previous academic background in marketing who want to pursue a career in marketing. The international background of the students we attract allows you to learn about marketing in an international context first-hand.

To bring marketing alive as a vibrant and important area of business expertise in modern organisations we include a variety of learning opportunities for our students such as guest speakers, industry placements, and field trips.

This course is accredited by The Chartered Institute of Marketing (CIM), which is the leading professional body for marketers worldwide. The CIM develops the marketing profession, maintains professional standards and improves the skills of marketing practitioners. Nottingham University Business School has joined forces with CIM to give students the opportunity to gain professional qualifications through CIM Graduate Gateway. 

CIM qualifications are highly sought after by employers, and map alongside our own degrees to ensure we are equipping students with the best opportunities for a successful marketing career. We have created a seamless pathway to gaining the CIM Diploma in Professional Marketing as well as your MSc Marketing. This will allow you to gain a valuable qualification from a leading university, as well as helping you to gain a professional qualification in marketing from the CIM. We see this as a real benefit for our students in today's competitive job market, and one that clearly demonstrates to employers your commitment to a career in marketing.

Presessional English for Academic Purposes

The Centre for English Language Education (CELE) runs 10-week and 5-week Business and Management English language and study skills courses. These courses are designed in collaboration with Nottingham University Business School and prepare students going on to programmes in business and management.

If you are close to the English language level you need to go on to the Business School's MSc course and you meet the entry requirements for the relevant CELE course, you may be eligible for a joint offer. This means that:

  • you only need one TIER 4 visa and CAS
  • you take a 10 or 5-week English Language and Academic Skills preparation course, and then go onto your MSc course
  • you have a guaranteed place on the MSc course
  • your progression to the MSc is automatic, provided you attend and complete all the coursework

For more details, please visit the CELE website

Students who enter via the CELE route are exempt from paying the school's £1,000 reservation fee. For more details, please contact

Professional accreditation


Key facts

  • The course is recognised with dual-award status by the Chartered Institute of Marketing (CIM)
  • The Business School, across all three campuses (UK, China and Malaysia), is EQUIS accredited by the European Foundation for Management Development (EFMD) - one of the world's leading accrediting bodies for business schools
  • In the Research Excellence Framework (REF) 2014 we rank 6th for 'research power' out of 101 UK business and management institutions
  • We are ranked 12th in the UK in the QS World University Rankings 2016 (top 100 worldwide)

Course details

The MSc Marketing is taught on a full-time basis over one year.

During this time, you must accumulate 180 credits to qualify for the award of MSc.

120 credits come from modules taught and examined during two 15-week semesters.

Each taught module typically consists of ten two or three hour sessions. Assessment is a combination of individual essay or group project and written examination.

The remaining 60 credits of this course are allocated to an independent dissertation, which is completed over the summer period for submission in September.



Semester one

Core modules

Consumer Behaviour and Consumption

The module interrogates the concept of 'the consumer' and 'consumption'. It examines behaviour across the consumption cycle (through production, acquisition, use and disposal) addressing individual and contextual factors that shape behaviour at micro and macro levels. It reviews the roots of research into consumer behaviour and consumption, covers particular theories and bodies of literature (eg. decision making, learning, habits, socio-cultural processes). It provides opportunities to apply theory to consumer behaviour and consumption in a variety of context and to assess the implications for commercial and non-profit organisations, public policy and consumers themselves.

The module aims to:

  • understand and evaluate different perspectives on consumer behaviour and consumption, with appreciation of ethical and sustainability issues
  • develop and use information and knowledge to address managerial and policy problems
Marketing Management

The module covers operational perspective on:

  • Nature of marketing
  • Marketing Mix Management
  • Managing Products, Services and Brands
  • New Product Development
  • Pricing
  • Integrated Marketing Communications
  • Internal Marketing
  • Managing Distribution Channels
  • Experience Marketing
  • Sustainable Marketing

The aim of this module is to examine the fundamental principles of marketing management from an operational rather than a strategic perspective.

Marketing Research and Analytics

Lecture topics to include:

  • Uses of marketing data
  • The market research process
  • Types of marketing data
  • Primary marketing data gathering
  • Sources of secondary data
  • Analysis qualitative data
  • Analysing quantitative data
  • Interpreting and presenting marketing research
  • Data infrastructures
  • Ethics and the regulation of marketing data

On completion of this module students will be able to:

  • describe the nature and scope of marketing research and its role in supporting marketing decisions
  • distinguish between and apply various data-gathering methods to marketing research problems
  • evaluate the strengths and limitations of a formal and systematic process to marketing research
Strategic Marketing in the Digital Economy

The module covers strategic options for the digital economy, strategic usage of social media, email, search engines and mobile platforms, marketing performance measurement in the digital economy, market orientation and concept, marketing strategy and business performance, strategic marketing planning, understanding the market environment, market segmentation, targeting and positioning, product and market life-cycles, competitive advantage, the nature of competition, strategic choice and the evolution of markets, developing and analysing strategic options, implementing marketing strategies, strategic thinking and strategic market outlook, Marketing Simulation Game.

The module aims to:

  • bring forth the necessary strategic considerations for marketing products and services in the Digital Economy of the 21st century
  • analyse the issues surrounding the development of competitive marketing strategies both online as well as offline
  • evaluate the importance and application of strategic marketing tools and techniques
  • examine the relative merits of marketing strategies in different marketing environments online/offline and globally
  • encourage the development of strategic thought and a strategic approach in marketing products/services in the global digital economy
  • encourage the approach of marketing in the digital economy of the 21st century stressing ethical, sustainable and value co-creation perspectives
  • successfully participate in a Marketing Simulation Game where knowledge will be tested in practice
  • galvanise the confidence and ability to engage responsibly and proactively

Semester two

Core modules

Research Methods

Part I: Introduction Qualitative Analysis. This part of the module will be concerned with the collection and analysis of qualitative data.

Part II: Introduction Quantitative Analysis; Survey design and measurement, Introduction to statistics; hypothesis testing, t-tests, ANOVA, Regression Analysis and Factor Analysis.

The module aims to:

  • instil familiarity with and understanding of key techniques of quantitative and qualitative analysis
  • improve accessibility of research material such as journal articles
  • provide basic skills in support of both other modules taught on the MSc programme and dissertation research involving quantitative and qualitative analysis

Choose a minimum of two modules from: 

Branding and Marketing Communications

Lecture topics to include:

  • What is a brand
  • The marketing communications industry
  • Develop adverts and campaigns
  • The media
  • Ethics and the regulation of marketing communications
  • Measuring and managing brands
  • Cognitive theories of marketing communications
  • Consumer behaviour and marketing communications
  • Practitioner theories of marketing communications
  • Social theory of advertising

On completion of this module students will be able to:

  • distinguish between branding and other forms of marketing practice
  • describe the nature and scope of marketing communications practice and the marketing communications industry
  • evaluate theoretical models of branding and marketing communications
  • identify ethical, social and political issues in branding marketing communications practice
Contemporary Theories of Marketing

The module covers the following:

  • Theory in Marketing: nature, roots and concepts
  • Critical thinking and critical marketing
  • Marketing Concept and Orientation
  • Domain of marketing, macro-marketing, marketing ethics and sustainability
  • Knowledge and Competing Epistemologies in Marketing
  • Consumption perspectives, meanings and culture
  • Rethinking Generic Marketing Models
  • Relational and service-dominant logic
  • Emergent theoretical topics in marketing
  • Applying marketing theory
  • Module review and revision session

On completion of the this module students will be able to:

  • develop a critical understanding of the main theoretical debates in a range of historic, current and emerging marketing areas and contexts
  • critically analyse assumptions, concept and effects of marketing from the perspectives of different agents
  • develop a macro understanding of the discipline and of related ethical considerations
  • engage with and understand marketing theories, models, frameworks, tasks and roles of management
  • critically review academic contributions to the discipline and present a carefully argued case
  • combine theoretical and empirical analysis
International Marketing

The course provides an overview of the changing international business environment and its challenges for international firms. It critically reviews contemporary issues in international marketing and provides insights into the development of competitive strategies and international marketing management within the context of consumer goods, industrial goods and services. The module is designed to develop an appreciation of the special requirements for successfully conducting international marketing activities. The course aims to provide students with an in-depth understanding of current issues in international marketing theory and practice.

The course provides students with an in-depth understanding of current issues in marketing in general and international marketing theory and practice in particular. It encourages critical thinking about international marketing theories and practices.

New Product/Service Development and Management

The ability to develop and manage new product and services is crucial for the long-term survival of the firm and lies at the heart of the marketing concept. This module is designed to develop an appreciation of the latest theory and practice in the management and development of new products and services. This module will explore the strategic role of new product/services in creating a competitive advantage and the associated strategic management decisions.

The importance of understanding the dynamic changing marketing environment and the role of market learning in the development processes will be explored. In addition the uses of traditional and non-traditional market research approaches for identifying customer needs are examined. New product and service development processes will be evaluated. This includes the ideation process, user involvement and role of creativity. Finally the module will focus on launch management and marketing communications.

Innovative products and services are the lifeblood of the organisation in a competitive market place. Therefore, the aims of this module are to:

  • understand the role of marketing in the development of innovative new products and services
  • understand the strategic and financial importance of new product and services
  • investigate traditional and non-traditional market learning/research techniques
  • explore sources of new product ideas, concepts and creativity
  • explore new product /service development models and practices

Choose one further module from:

Contemporary Developments in HRM/OB

The module examines core contemporary topics in OB/HRM to highlight theory and provide students with a business context within which to understand the topic. Topics include challenges organisations face in creating and retaining knowledge, developing talent across all the major functions, managing multi-cultural teams at the domestic and international context, the impact of the global economy on employees, reconciling individual expectations and the exigencies of the business world, and employment law.

The module aims to:

  • provide a comprehensive overview of contemporary issues in organisational behaviour, human resource management practices, and employment law
  • provide a foundation for the critical appraisal of organisational, managerial and legal processes in a complex business world

The e-Business module is aimed at future managers and business people who want to know how information and communications technologies (ICTs) can help them to be successful in their careers by understanding how companies use these technologies.

The module aims to:

  • familiarise participants with the strategic management issues and technology developments associated with e-business
  • provide participants with a solid strategic business view of the uses of web technologies and Information Systems
  • help participants understand how and why e-businesses are successful or not, i.e. what makes them 'tick'
Innovation Management

The module covers the following: 

  • Introduction - What is Innovation Management?
  • Building an Innovation Organisation
  • Innovation and Family Firms
  • Sources of Innovation and Networks
  • Innovation Strategy and Blue Ocean Strategy
  • Selecting the Right Idea
  • Implementing Ideas
  • Capturing Learning
  • Management of an Innovative Firm

The module aims to help students to understand the knowledge and skills required to manage innovation by considerating a number of different perspectives; industrial perspectives, innovation within an organisation, and finally innovation from a managerial perspective.

Launching New Ventures

Launching New Ventures will introduce students to the more practical elements of innovation and enterprise activity across multiple contexts, including not just new venture creation but corporate and social entrepreneurship as well. Whereas Entrepreneurship and Creativity focuses on idea generation and entrepreneurial theory, Launching New Ventures will prepare students to recognise opportunities, and to implement innovation and enterprising ideas. The ability to make informed and timely decisions will be an important aspect of this, and the module will use a start-up business simulation to encourage this.

The module will help students build skills across a number of areas central to the entrepreneurial experience, including:

  • opportunity recognition, evaluation and exploitation
  • innovation assessment and management
  • environmental analysis
  • understanding and managing risk
  • the strategy process
  • market research and the marketing plan
  • finance and funding
  • intellectual property rights
Strategic Human Resource Management

The module aims to develop an advanced understanding of human resource management. Core elements of the course include recruitment and selection, training, performance management, job design, work-life balance and health and safety.

The module aims to illustrate the relationship between HRM issues and organisational context; to show how HR decisions relate to organisational strategies.

Technology Entrepreneurship

The aim of this module is to offer students an appreciation of the entrepreneurial actions involved in the commercial exploitation of new science and technology inventions. This type of activity is increasingly recognized as vital for the commercialisation of technology from universities and research institutes into knowledge-driven organisations. Political and sociological debates about the significance of technology transfer from universities will also be considered. The importance of intellectual property and patenting as a key asset in technology entrepreneurship will feature strongly in the module.

Students will gain practical experience by researching and devising entrepreneurial strategies for commercializing novel science and technology ideas. This will require working with real patents and patent searching to critically examine contextual (eg. between industrial sectors and countries) and strategic differences (eg. licensing deals, collaborations and new venture creation). Technology entrepreneurs, Science Incubator managers and related professional services (eg. IP lawyers, investors) will assist with the module at appropriate points.

Tourism and Sustainability

This module is concerned with providing an understanding of the theoretical and practical issues relating to environmental, economic and socio-cultural sustainability in tourism. A day long field trip may form part of this module. Topics covered include:

  • Tourism and the environment
  • Sustainability and biodiversity
  • Impact of tourism on physical and cultural environments
  • Eco-tourism and heritage
  • International case studies in environmental tourism

The module aims to:

  • provide an overview of contemporary debates on sustainability
  • use case studies and a possible field trip to illustrate the negative and positive asepcts of the tourism-environment interaction


  • 12,000-15,000 word individual dissertation on an approved subject relevant to the MSc Marketing or
  • A marketing project on an approved subject relevant to the MSc Marketing

For more details on our modules, please see the module catalogue.

The modules we offer are inspired by the research interests of our staff and as a result may change for reasons of, for example, research developments or legislation changes. This list is an example of typical modules we offer, not a definitive list.



Funding may be available through the Business School.

UK/EU students

Funding information can also be found on the Graduate School website.

International and EU students

The University of Nottingham offers a range of masters scholarships for international and EU students from a wide variety of countries and areas of study.

Applicants must receive an offer of study before applying for our scholarships. Applications for 2016 entry scholarships will open in late 2015. Please note the closing dates of any scholarships you are interested in and make sure you submit your masters course application in good time so that you have the opportunity to apply for them.

The International Office also provides information and advice for international and EU students on financing your degree, living costs, external sources of funding and working during your studies.

Find out more on our scholarships, fees and finance webpages for international applicants.



Postgraduate Careers Service

As a postgraduate student at Nottingham University Business School you will have access to our specialist in-house Postgraduate Careers Service to help you develop your career management skills and explore your career options. Through a combination of your academic studies and the careers support on offer you will be in an excellent position to enhance your career prospects.

Average starting salary and career progression

In 2014, 87% of postgraduates in the Nottingham University Business School who were available for employment had secured work or further study within six months of graduation. The average starting salary was £26,611 with the highest being £34,000.*

* Known destinations of full-time home and EU postgraduates, 2013/14.

Career destinations for our graduates include accountants, finance and investment analysts, higher education teaching professionals, investment bankers, IT business analysts, management consultants, marketing professionals, public relations professionals and university researchers.

Career prospects and employability

The acquisition of a masters degree demonstrates a high level of knowledge in a specific field. Whether you are using it to enhance your employability, as preparation for further academic research or as a means of vocational training, you may benefit from careers advice as to how you can use your new found skills to their full potential.

Our Careers and Employability Service will help you do this, working with you to explore your options and inviting you to attend recruitment events where you can meet potential employers, as well as suggesting further development opportunities, such as relevant work experience placements and skills workshops.  



Jane Flint/Ruth Evans
Nottingham University Business School
Jubilee Campus
Get in touch
+44 (0)115 951 5614
  or +44 (0)115 846 6979
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