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.

The Research Dissertation

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

Some topics may be suggested and sponsored by commercial companies, which provides an opportunity to undertake research, which has a real impact on marketing decision-making. 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.

A 24 month MSc Marketing programme is also available where students first take a nine month general business qualification to develop their knowledge and expertise in functional and strategic business areas, before then progressing to the one year MSc Marketing programme

Programme Structure

Late September: MSc Marketing Induction programme (one week)

October - December:

Core Modules

• Consumer Behaviour
• Marketing Management
• Marketing Research

Christmas Break

January (one week): Exams for Semester 1 subjects 

January – April:

Core Modules

• Marketing Strategy and Planning
• Research Methods for Dissertation

Elective Modules*: Choose 2 or 4**:

• Product and Innovation Management
• Strategic Environmental Sustainability
• Services Marketing
• Strategic Brand Management
• Marketing Communications
• Business to Business Relationships
• Retail Marketing
• E-marketing

Easter Break

May – June: Exams for Semester 2 subjects 

July – September:

Exams for Semester 2 subjects

• Marketing Research Dissertation

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

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

View our Masters (MSc) alumni testimonials

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

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Davy Chan 

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

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: Senior Account Executive, Ogilvy Public Relations Worldwide, London

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.

Future Plans: To continue working at Ogilvy, a communications powerhouse!

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!