Marketing MSc

This programme is designed for graduates wishing to start, or further develop, careers in marketing. It explores the principles, theoretical concepts and practice of marketing with particular emphasis on contemporary issues and leading-edge marketing thinking.

Course fact file

Type of Course: Taught

Study Options: Full time

Duration: 1 year full-time

Start date: September


Tel: +44 (0)121 415 8273
Fax: +44 (0)121 414 2263

Visit Birmingham Business School Alumni to view the latest graduate career profiles.


Programme content

The programme involves six taught modules, including four core modules (Consumer Behaviour, Marketing Management, Marketing Research and Marketing Strategy and planning) followed by a number of specialist modules such as Retail Marketing, Strategic Brand Management, Strategic Environmental Sustainability and Marketing Communications. You will also undertake a substantial research dissertation on a marketing topic of your choice. Recent dissertations have included investigations in areas such as interactive marketing, marketing communications and retail marketing.


For this programme, you do not need previous formal education in marketing. The programme is recognised by the ESRC for research training and is accredited by The Chartered Institute of Marketing (CIM) and count towards fifty percent of the CIM Professional Diploma in Marketing.

For recent graduates and practising managers already familiar with basic marketing concepts, please also see our Marketing Communications MSc and Strategic Marketing and Consulting MSc programmes.

Programme details

The 12-month full-time programme begins at the end of September. The first nine months are spent developing knowledge through six or seven taught modules, comprising four compulsory modules and two/three specialist modules chosen from a list of options designed to give you flexibility.

A 24 month MSc Marketing programme is also available where students first take a nine month general business qualification, Graduate Diploma in Business Administration (GDBA) if they do not meet the 12 month course requirements. If a satisfactory performance on this GDBA is achieved students can then progress to the 12-month MSc Marketing programme.

Student testimonial

Why study this course

We are a department of international researchers and teachers who pride ourselves on our wide reaching, rigorous and meaningful research. We have won a range of research grants from bodies such as ESRC and the British Academy as well as working closely with business organisations both regionally and nationally. We are actively involved with our discipline through our professional membership, editorships of leading journals and engagement with industry and the media.We also run four outstanding MSc Marketing programmes which attract students from more than thirty countries.

You will be taught by staff from one of the largest groups of Marketing faculty in the UK, including academics who are internationally recognised.

Our complement of academics and marketing practitioners offer extensive experience and expertise in areas such as brand marketing, advertising, services marketing, e-marketing, retailing, international marketing, consumer behaviour, business to business marketing, marketing ethics, innovation and strategy.

Student testimonial


The Research Dissertation

You'll be required to undertake a major independent investigation on a marketing topic of your choice.

You will initially complete a research proposal prior to undertaking the main research, and workshops are organised to guide you through the requirements of a dissertation. You will then work under the guidance of a supervisor from the Marketing Group to carry out the research and submit your dissertation.

Late September: MSc Marketing Induction programme (one week)

October - December:

Core Modules

Christmas Break

January (one week): Exams for Semester 1 subjects 

January – April:

Core Modules

Elective Modules*: Choose 2 or 4**:

Easter Break

May – June: Exams for Semester 2 subjects 

July – September:

Exams for Semester 2 subjects

*Please note that the range of electives available may change each year 

**Depending on whether you choose 10 or 20 credit modules

Fees and funding

Fees for 2014–15: £9,270 (UK/EU), £15,525 (overseas). Please check with the School for the latest fees information.

Learn more about fees and funding

Business School Scholarships may be available.

International students can often gain funding through overseas research scholarships, Commonwealth scholarships or their home government.

Entry requirements

At least an upper second-class degree or postgraduate diploma from a UK university or equivalent. For those not qualified for direct entry to the one-year MSc programmes, a preliminary year may be available (see MSc programmes – flexible route).

We accept a range of qualifications from different countries – learn more about international entry requirements 

English language scores of 7.0 IELTS (no less than 6.5 in any band), 95 TOEFL (with no less than 22 in any band), or 67 (in all skills) Pearson Academic Test of English are required.

How to apply

When clicking on the Apply Now button you will be directed to an application specifically designed for the programme you wish to apply for where you will create an account with the University application system and submit your application and supporting documents online. Further information regarding how to apply online can be found on the How to apply pages

Apply now

Learning and teaching

During the year you will undertake a major independent research dissertation, which must be related to an international marketing issue. Some topics may be suggested and sponsored by commercial companies, which provides an opportunity to undertake research which will have a real impact on marketing decision making. Academic members of the Marketing Group will suggest topics consistent with their ongoing research, or you can choose a topic that is directly related to your chosen career path.

There are a host of potential topics for an international marketing dissertation.

Topics have included:

  • International marketing strategies for a new cosmetics brand
  • Comparative analysis of Nestle’s marketing strategies in Europe and Africa
  • Positioning strategies for car manufacturers in China
  • Launching and licensing new magazine concepts in Thailand
  • Standardisation vs adaptation in international advertising
  • The impact of country of origin on the marketability of Georgian wines
  • Evaluating franchising vs concessions for an international fashion brand

Our students benefit from advanced teaching technology. All fifteen lecture theatres and seminar rooms contain comprehensive audio-visual equipment and sound systems, as well as wireless connectivity and data projection. Three large PC clusters add to computing facilities already available to students across the campus. The main lecture theatre, seating 200, is often utilised outside term-time as a conference facility for local industry.

Assessment methods

Taught modules contribute towards two thirds of your final assessment. The dissertation contributes one third. The majority of modules are assessed using written examinations and coursework. Coursework can take a variety of forms, including reports, essays, group presentations and practical assignments. Some coursework is group based. Not all modules will involve examinations. 


Tel: +44 (0)121 415 8273
Fax: +44 (0)121 414 2263

Visit Birmingham Business School Alumni to view the latest graduate career profiles.



Recent graduates from our two conversion programmes (MSc Marketing and MSc International Marketing) have gone on to work in a wide range of careers in companies such as Microsoft, Ogilvy & Mather, American Express, Accenture, Whitbread, Beiersdorf, DaimlerChrysler, AstraZeneca, Tesco, AC Nielsen, Mazda Motors, Leo Burnett, Nissan, both in the UK and in their home country for returning international students. 

Strong industry links

We enjoy active and close links with industry and the financial community. Many of our programmes have input from organisations such as GE, Biersdorf and Accenture. Companies such as HSBC, BP, Unilever and Deloitte visit the School to run workshops and business games, ensuring that you have the opportunity to put the theory you have learned into practice. Particular programmes also offer the ability to obtain first-hand experience in the form of either work placements abroad or UK based consultancy projects with companies such as Jaguar, Aston Villa Football Club and Cadbury.

Careers in Business is a dedicated service for postgraduate Business School students. We support you in planning your career, deciding upon your job seeking strategies, making applications, preparing for interviews and assessment centres and developing your skills.

At the start of your programme you will receive an email from the Careers in Business team giving details of how you can access Careers in Business Online. If you require any further information or support with accessing Careers in Business Online, please contact us.

View our Masters (MSc) alumni testimonials

Sam Adams describes his experience of studying within the Department of Marketing.  

Davy Chan 

I enjoyed the chance to meet people from around the globe. In class we shared ideas with different perspectives and cultural contexts

Davy Chan - Marketing MSc alumni First degree: BSc Biology in HKUST

What did you enjoy the most about the course: I enjoyed the chance to meet people from around the globe. In class we shared ideas with different perspectives and cultural contexts. It is a comprehensive programme in a dynamic environment, so everyday was a challenging day. 

Future plans: I am a management trainee in one of the top five banks in China - Bank of Communications. My academic background and study experience will help me to develop an electronic marketing strategy for the bank. It is ideal for a master's degree holder to apply the knowledge in the real business world.

Key tip for prospective students: Get prepared! Taking master degree is not just about getting money and time ready, you also need to know what you want to achieve and how much you want to achieve. Finally, be committed in the course and enjoy the rest.

John Heredea

Birmingham Business School provides an environment which is conducive to successful, team-oriented approaches to overcoming challenges

First degree: English Language, University of California, Santa Barbara (graduated in 2004)

Current Position: Account Director, Lexis PR

Enjoyed Most About the Course: The ability to interact and learn from classmates from a variety of backgrounds and cultures, which lead to more dynamic and creative approaches to problem solving and exposed me to new ways of thinking.

Aspect of Programme/Experience which Helped Career: Being encouraged to learn! Oftentimes, one of the biggest challenges in finding a solution to client problems is knowing where to source information. Birmingham Business School provides an environment which is conducive to successful, team-oriented approaches to overcoming challenges.  This combination, mixed with a degree of creativity, creates a strong foundation for continuous personal development.

Key Tip for Students: Start building your network, make use of the myriad resources available throughout the University and interact with your lecturers on both a social and academic level, as they can offer a lot of value on both fronts!

Career Development Advice

Consultants provide an individual advice service to help you realise your career objectives. These appointments commonly focus on:

Career Review and Objective-setting

  • Job seeking strategies
  • CV Review or Application Advice
  • Interview and Selection Advice
  • Working in the UK
  • International Work Enquiries

Skills Coaching

A Skills Development Consultant is available to support you in developing personal skills such as team working, leadership, presentations and interpersonal skills.  Individual 45 minuteappointments can be made through Careers in Business Online

Liaison with employers

The Employer Liaison Team undertakes initiatives to attract employment/project opportunities into the Business School.  Information about vacancies and other openings will be made available on Careers in Business Online and on Business School noticeboards as well as through the Careers and Employability Centre vacancy database at

There is also an opportunity to meet with the members of the Employer Liaison team, via referral from one of the Careers Consultants. Upon referral, the team will be happy to discuss and explore careers openings with you and summer project opportunities if your course allows for this. 

Students keen to meet with a member from the Employer Liaison Team should first book an appointment with a Careers Consultant through Careers in Business Online

Careers Events and Workshops

A range of career management, personal development and employer events are run each year to help students make the most of the opportunities open to them after graduation.  They are advertised via Careers in Business Online, leaflets, noticeboards, email and on WebCT.  Sign up to events to find out about employment opportunities, develop your skills and network with professionals in various fields.

Using the Careers and Employability Centre

Postgraduate students in the Business School are very welcome to use the services provided by the Careers and Employability Centre such as online vacancy listings, employer presentations and fairs and accessing online careers information. You should use the Careers in Business team for individual appointments, CV checking, mock interviews and other job search related activities.  Full details of the services available through the Careers and Employability Centre can be obtained from

Professional accreditation


The suite of MSc Marketing programmes have been approved and accredited by The Chartered Institute of Marketing (CIM) and count towards fifty percent of the CIM Professional Diploma in Marketing.


Tel: +44 (0)121 415 8273
Fax: +44 (0)121 414 2263

Visit Birmingham Business School Alumni to view the latest graduate career profiles.