Overview
You take your career seriously, but you’re also excited about where it could take you next. We share your focus and energy. Our MSc Marketing is designed to advance your critical knowledge and practical skills, while allowing you to finesse your unique approach. Because that kind of balance will propel you into new markets and thrilling opportunities. With our cutting-edge content, you’ll go beyond the average marketing skill-set. You’ll acquire digital and communications skills, explore international marketing and brand management, advance your business research abilities, and develop flexibility during realistic marketing strategy simulations.
Careers
Professionals with digital marketing skills are in high demand. You could choose to work in a marketing agency or digital communications company, or you may find a role with the in-house marketing department of a company in a different field.
Modules & assessment
Core modules
-
Principles of Marketing Management
You'll work through the main theories and principles of marketing for the marketing manager or business leader, understanding how those theories and principles can be applied in practice to a range of business contexts; from business-to-consumer, business-to-business, charities, arts, to tourism and service-based industries. You'll focus particularly on global business challenges; competition and defining value; a digitally based economy; and societal marketing (corporate social responsibility, sustainability, morals and ethics) whilst also understanding the legal framework that impacts upon marketers and marketing practice such as consumer and data protection laws. This module will challenge you to examine marketing problems that have faced brands and organisations to critically analyse their approach and suggest new alternatives. You'll gain a firm grasp of the scope of marketing in general business management and leadership roles as well as a clear understanding of the specialist areas of study and work as you plan your lifelong career in this very broad industry. -
The Experiential Consumer
This module offers an expanded view of consumer behaviour covering not only the study of what and how we buy, but also how marketers influence the behaviour of consumers through marketing mix design and implementation. The module is informed by psychological and sociological models and theories and by emerging consumer psychology research. You'll critically analyse these theories and models using practical examples of the day-to-day marketing activities of product and service providers with a strong focus on the retail and experience sectors, experiences being taken to mean museums and other visitor based attractions. Finally, the module explores how consumption affects our environment with discussion of societal marketing principles. You'll understand the theory and concepts behind the marketing decisions intended to influence consumer behaviour, but also be able to propose improvements in the way companies communicate with consumers by applying those theories and concepts. This is particularly pertinent in our digital world when consumers can directly, and publicly, communicate with brands via digital channels. Digital consumer behaviour will be an important topic covering issues such as communities, tribes, personas, trolling and fake behaviour, and customer comments/reviews. A growing social and commercial issue is the use of negative comment online to attack businesses, including fake reviews. Debates around how to manage these issues will be explored via emerging literature and company strategies. -
Integrated Marketing Communications
You'll use the full range of promotional mix tools, media and messages to examine the field of marketing communications, both online and offline. You'll be encouraged to appreciate the art of advertising by examining iconic print and TV advertising campaigns as well as examples of digital, viral and experiential communications. With a strong focus on employability, You'll be supposed to develop an understanding of digital marketing tools and techniques, and how traditional channels can support digital to achieve brand objectives. Legal and regulatory aspects of marketing communications will be covered, and you'll critically analyse communication campaigns across a range of contexts from business to consumer, business to business, charities, arts, tourism, public service, etc. -
International Marketing and Brand Management
In today’s digital world, big brands are known and coveted by consumers around the world. In fact, social influencers can create a desire for a brand or a product in countries where it is not even available! In this module, you'll learn the techniques of international marketing and how brands can appeal to consumers in different markets, including how to assess market opportunities and develop brand strategies appropriate for a variety of international markets. In particular, you'll learn more about brand management theory and analyse why some brands manage to cut through cultural boundaries to target a broader consumer base. This will involve deconstructing brands to understand the value they create for the consumer and the essence of their appeal. Brand listings will also be examined to understand what makes a brand valuable, how to increase brand equity, and how other brands can improve their ranking.
You must either choose Postgraduate Major Project OR both work placement modules
-
Postgraduate Major Project
This major project module allows you to engage in a substantial individual primary and/or secondary research project focussed on a topic relevant to your business degree and specialist subject area under the supervision and guidance of a member of academic staff. Supervisors will discuss with you the contemporary research problems and issues based on your research and practice, and you will conduct literature reviews, evaluate and critically appraise a range of information, investigate and adopt suitable theoretical frameworks, research methodologies and methods, and process and analyse data to produce a coherent and justified solution to the problem(s) identified. Throughout the module your supervisor will support you in terms of content and skills development so that you can work semi-autonomously on your individual research project. This is achieved through regular supervisory meetings throughout the year, which will allow for individual discussion of the tasks that will have to be completed in order to develop the project smoothly. -
Postgraduate Work Placement
In a competitive job market, understanding how the professional work place functions, along with well-developed employability skills, are key to a post graduate securing employment. The work placement gives you the opportunity to put into practice what would have been learned in the post graduate programme and with the insights of your practical experience in the field. During this module you will undertake a work-based learning internship with a company or organisation where you will be supported in developing effective professional practices through guidance in generic and specific employability skills and through developing independent reflective learning practices to enhance your continuing professional development in the context of your own working environment. The module aims to provide you with experience of work in a business environment including familiarisation with a professional work environment. This experience should take place in a business environment relevant to the course you are undertaking. The module will be underpinned by employability skills training, reflective assessment and support from academic tutors. You will expected to demonstrate your achievements within the workplace reflecting how you have enhanced your employability with reference to the university’s graduate employability capitals. To ensure you're prepared for work in industry, you are required to pass all taught modules before undertaking a placement. -
Work Placement (Marketing)
In a competitive job market, understanding how the professional work place functions, along with well-developed employability skills, are key to a post graduate securing employment. The work placement gives you the opportunity to put into practice what would have been learned in the post graduate programme and with the insights of your practical experience in the field. During this module you will undertake a work-based learning internship with a company or organisation where they will be supported in developing effective professional practices through guidance in generic and specific employability skills and through developing independent reflective learning practices to enhance your continuing professional development in the context of your own working environment. The module aims to provide you with experience of work in a business environment including familiarisation with a professional work environment. This experience should take place in a business environment relevant to the course you are undertaking. The module will be underpinned by employability skills training, reflective assessment and support from academic tutors. You will expected to demonstrate your achievements within the workplace reflecting how you have enhanced your employability with reference to the university’s graduate employability capitals.
Assessment
We’ll assess you in a number of ways to make sure you acquire a solid understanding of both the theoretical and practical elements of marketing. You'll carry out individual assignments and group presentations through which you can demonstrate your newly-acquired skills, such as data management and manipulation and the synthesis of ideas.
This is a 12 or 22-21 month programme
Please note that modules are subject to change and availability.
Where you'll study
Your faculty
You have a highly active mind and see opportunity everywhere. Now you need theory and life-changing skills to sharpen your approach to management. At the Faculty of Business & Law, you will immerse yourself in a multicultural environment where technology blends with teaching to create a dynamic and innovative learning environment. An environment to help you gain those skills.
Where can I study?
Cambridge
Our campus is close to the centre of Cambridge, often described as the perfect student city.
Fees & funding
Course fees
UK students starting 2021/22 (per year)
£9,200
International students starting 2021/22 (per year)
£13,900
Important fee notes
The part-time course fee assumes that you're studying at half the rate of a full-time student (50% intensity). Course fees will be different if you study over a longer period. All fees are for guidance purposes only.
How do I pay my fees?
UK students
You can pay your fees upfront, in full or in instalments – though you won't need to pay until you've accepted an offer to study with us.
How to pay your fees directlyInternational students
You can pay your fees upfront, in full or in two instalments. We will also ask you for a deposit of £4,000 or a sponsorship letter. Details will be in your offer letter.
Paying your feesFunding for postgraduate students
It’s important to decide how to fund your course before applying. Use our finance guide for postgraduate students to learn more about postgraduate loans and other funding options.
We offer a fantastic range of ARU scholarships and bursaries, which provide extra financial support while you're at university.
International students
As well as a number of scholarships, we offer an early payment discount. Explore your options:
Entry requirements
Important additional notes
Whether you're studying entirely online or through a blend of face-to-face and online learning in September 2021, you'll need a computer and reliable internet access to successfully engage with your course. Before starting the course, we recommend that you check our technical requirements for online learning. Our website also has general information for new students about starting university in 2021-22.
Our published entry requirements are a guide only and our decision will be based on your overall suitability for the course as well as whether you meet the minimum entry requirements. Other equivalent qualifications may be accepted for entry to this course, please email answers@aru.ac.uk for further information.
International students
We welcome applications from international and EU students, and accept a range of international qualifications.
Whether you're studying entirely online or through a blend of face-to-face and online learning from September 2020, you'll need a computer and reliable internet access to successfully engage with your course. Before starting the course, we recommend that you check our technical requirements for online learning.
English language requirements
If English is not your first language, you'll need to make sure you meet our English language requirements for postgraduate courses.
Check the standard entry requirements for IELTS requirements for this course.
Improving your English language skills
If you don't meet our English language requirements, we offer a range of courses which could help you achieve the level required for entry.
We also provide our own English Language Proficiency Test (ELPT) in the UK and overseas. To find out if we are planning to hold an ELPT in your country, contact our country managers.
Suggested courses that may interest you
Master of Business Administration
Full-time postgraduate (12 months)
Blended learning, Distance learning, Cambridge
September, January
