Marketing MSc


Fact file

MSc Marketing
1 year full-time
Entry requirements
2:1 (or international equivalent) in any discipline, excluding degrees with a substantial amount of marketing
Other requirements
Personal statement and a list of modules being studied in the final year (for applicants who have not yet completed their undergraduate 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: Applications for this programme for 2018 entry will close on 1 April 2018.


This course will develop your understanding of key areas in consumer behaviour and consumption, marketing management, strategy, analytics and critical marketing.
Read full overview

You will be able to tailor your studies by choosing from a wide array of marketing modules and will undertake a dedicated module in research methods for marketing.

This course is accredited by the Chartered Institute of Marketing (CIM), which is the leading professional body for marketers worldwide. We offer students the opportunity to complete the CIM Diploma in Professional Marketing alongside their MSc studies at no extra cost. This means that you will graduate with two internationally recognised professional qualifications.

Our teaching is practically focused and grounded in the latest ideas and principles in marketing practice. We work with prominent organisations and industry to ensure that teaching remains relevant to employers.

After graduating, you can choose to continue your studies with the CIM and, with appropriate employment experience in a marketing-related role, gain full member status and become a Chartered Marketer.

The course gives you the opportunity to learn directly from some of the most accomplished marketing professionals. I had a great opportunity to work on a major consulting project with Walgreens Boots Alliance. The blend of knowledge I acquired, coupled with my professional experience, allowed me to think creatively and also to explore an industry I was unfamiliar with.

Salman Arif, MSc Marketing

Academic English preparation and support

If you require additional support to take your language skills to the required level, you may be able to attend a presessional course at the Centre for English Language Education, which is accredited by the British Council for the teaching of English in the UK. Students who successfully complete the presessional course to the required level can progress to postgraduate study without retaking IELTS or equivalent.

Specialist business and management courses are available and you could be eligible for a joint offer, which means you will only need to apply for your visa once. Students who enter via the CELE route are exempt from paying the school's £2,000 reservation fee. For more details, please contact us.

Key facts


Course details

Across the autumn and spring semesters, you will take 120 credits of taught modules. Each module typically consists of 10 two to three hour sessions.

You will complete a 60-credit 12-15,000-word dissertation over the summer, and will be allocated an appropriate dissertation supervisor who will oversee your progress.


You will be assessed through a combination of individual essays or group projects and written exams.



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 (for example, 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.

Marketing Management

The module covers operational perspective on:

  • the 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
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
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.


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

Optional modules

Two or three 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
Critical Marketing, Ethics and Sustainability

Content will include:

  • theory in marketing: nature, roots and concepts
  • critical thinking and critical marketing
  • the marketing concept and the marketing mix: a critical analysis
  • the domain of marketing and macro-marketing
  • marketing, ethics and sustainability
  • knowledge and competing epistemologies in marketing
  • consumption, meaning and culture
  • relational and service-dominant logic
  • applying marketing theory
  • module review and revision session
International Marketing

The module 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 module aims to provide you with an in-depth understanding of current issues in international marketing theory and practice.

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.


One from:

Contemporary Developments in HRM/OB

The module examines core contemporary topics in OB/HRM to highlight theory and provide you 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
  • employment law

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.

Innovation Management

The module covers the following: 

  • Introduction - What is innovation management?
  • Building an innovation organisation
  • Innovation and family firms
  • External guest speaker
  • Sources of innovation and networks
  • Innovation strategy and blue ocean strategy
  • Selecting the right idea
  • Implementing ideas
  • Capturing learning
  • Group presentations - appraisal of innovation
  • Management of an innovative firm - consider the challenges of managing innovative products, services, processes and business models that are to be delivered across different international contexts
Launching New Ventures

This module will introduce you 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 you 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.

Technology Entrepreneurship

The aim of this module is to offer you an appreciation of the entrepreneurial actions involved in the commercial exploitation of new science and technology inventions. This type of activity is increasingly recognised 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.

You will gain practical experience by researching and devising entrepreneurial strategies for commercialising novel science and technology ideas. This will require working with real patents and patent searching to critically examine contextual (for example, between industrial sectors and countries) and strategic differences (for example, licensing deals, collaborations and new venture creation). Technology entrepreneurs, Science Incubator managers and related professional services (for example, 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 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 information is available on the school website and can also be found on the Graduate School website.

Government loans for masters courses

The Government offers postgraduate student loans of up to £10,609 for students studying a taught or research masters course. Applicants must ordinarily live in England or the EU. Student loans are also available for students from Wales, Northern Ireland and Scotland.

International and EU students

Masters scholarships are available for international students from a wide variety of countries and areas of study. You must already have an offer to study at Nottingham to apply. Please note closing dates to ensure your course application is submitted in good time.

Information and advice on funding your degree, living costs and working while you study is available on our website, as well as country-specific resources.



Professional accreditation


This course is accredited by the Chartered Institute of Marketing; you will receive a degree and a professional qualification.

Career destinations

Career destinations for our postgraduates 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.

Postgraduate careers team

Taught students benefit from the support of our postgraduate careers team who will help you to explore your career options and develop your career management skills. Our weekly MSc Advanced Career Leaders Programme is complemented by individual careers consultations, networking events and access to a wide range of employer presentations, volunteering activities and work experience opportunities.

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 and move onto the next stage of your career.

Employability and average starting salary

82.1% of postgraduates from Nottingham University Business School who were available for employment secured work or further study within six months of graduation. £28,500 was the average starting salary, with the highest being £50,000.*

* Known destinations of full-time home postgraduates 2015/16. Salaries are calculated based on the median of those in full-time paid employment within the UK.

Career and professional development

Whether you are looking to enhance your career prospects or develop your knowledge, a postgraduate degree from the University of Nottingham can help take you where you want to be.

Our award-winning Careers and Employability Service offers specialist support and guidance while you study and for life after you graduate. They will help you explore and plan your next career move, through regular events, employer-led skills sessions, placement opportunities and one-to-one discussions.

Explore it - Virtual Nottingham

This online prospectus has been drafted in advance of the academic year to which it applies. Every effort has been made to ensure that the information is accurate at the time of publishing, but changes (for example to course content) are likely to occur given the interval between publishing and commencement of the course. It is therefore very important to check this website for any updates before you apply for the course where there has been an interval between you reading this website and applying.

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