Strategic marketing needs high-level skills, critical awareness of current issues and challenges, and the ability to respond rapidly to ever-changing markets. This MSc is designed for graduates and practising managers already familiar with basic marketing concepts. Here, you will develop an advanced knowledge and understanding of contemporary and complex issues facing marketers, deepening your insights into the theory and practice of specialist aspects of marketing.
Recognised by the Economic and Social Research Council (ESRC) and accredited by the Chartered Institute of Marketing (CIM), this programme offers you the unique opportunity to access consultancy projects to enhance your learning, strengthening your existing critical thinking, research, communications and personal skills and equipping you for your highly rewarding marketing or consulting career.
Please note that applications to this programme from mainland China closed on Wednesday 21 November 2018. Any applications that have already been submitted for this course prior to the 21 November 2018 will continue to be processed.
We can confirm that EU students who are already studying at the University of Birmingham or who intend to start their studies in 2018 or 2019 will continue to be charged the UK fee rate applicable at the time (may be subject to annual increases for inflation) for the duration of their course. The Postgraduate Masters or Doctoral loan will also be available to eligible EU students for the duration of their course. Visit our EU Referendum information page for more information.
MSc Strategic Marketing and Consulting | Cornerstone Associates, Nigeria
“"Birmingham is the second largest city in the UK, with a very diverse mix of cultures and a community of students from around the world. It was a no-brainer for me to attain my education in a city of culture."”
Designed for recent graduates or practising managers who are already familiar with basic marketing concepts, the Strategic Marketing and Consulting MSc programme will enable you to develop advanced knowledge and understanding of contemporary and complex strategic challenges facing marketers, and to deepen your insights in the theory and practice of specialist aspects of marketing.
The suite of MSc Marketing Programmes have been approved and accredited by The Chartered Institute of Marketing (CIM) and is recognised by the ESRC for research training.
The programme will develop your critical thinking, research and communications skills and, uniquely, will feature consultancy projects as a vehicle for learning and as a means of developing further personal skills for later marketing and consulting careers.
The programme will focus on developing your knowledge and understanding of marketing through advanced modules on Contemporary Issues in Strategic Marketing, Strategic Management and Marketing Analytics, Problem Solving & Strategic Marketing as Practice. Subsequently you will deepen your understanding by undertaking a live consultancy project alongside a range of specialist elective modules including Retail Marketing, Strategic Brand Management, Responsible Marketing and Society, and Marketing Communications. We also offer an exciting module exploring the challenges of marketing decisions in practice, using an innovative computer-based simulation. The final component of the programme is an individual consulting project and/or academic dissertation, adding a further opportunity to apply theory to practice and a further company experience for your CV.
In the past, students on this programme undertook and successfully completed live consultancy projects with a range of top companies including Cadbury, Hobbs, Honeywell, Land Rover/Jaguar, Cogent Elliot, TRW, Helix and Aston Villa Football Club. Consultancy projects and companies vary from year to year, but the projects will give you valuable experience and substantially enhance your marketing career prospects. Graduates from the programme have moved into a range of marketing and consultancy roles with top UK and international companies.
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.
Choose 30 credits from the following:
* From 2019-20, all optional modules will be capped at 200 student per optional module. The aim of this measure is to ensure that modules are appropriately resourced and that students have the best possible experience with their programmes.
The optional modules listed on the website for this programme may occasionally be subject to change. As you will appreciate, staff changes can lead to changes in specialist areas and therefore the modules that are offered. Where a module is no longer available, we will inform you as soon as possible so that you make alternative choices.
For programme fees and information on further costs please visit our
Fees and Financing page.
Business School Scholarships may be available, find out more about
International students can often gain funding through overseas research scholarships, Commonwealth scholarships or their home government;
find out more.
Postgraduate Loans for Masters students
If you're an English-resident, or EU student, you may be eligible for a loan to study a taught or research Masters in any subject. The government-backed student loan will provide up to £10,280 in 2017.
Detailed criteria and information regarding the application can be found on our postgraduate funding page.
Questions about funding? Use our Student Help knowledge base to find the answer.
A good Honours degree (2:1 or higher) or postgraduate diploma from a UK university or equivalent. The degree must be in marketing, or a degree with at least two marketing modules. If not, at least two years full-time marketing work experience is required.
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.
If you are currently studying at a Chinese university, please view our specific entry requirements including our list of acceptable universities for further study at Birmingham.
24 month flexible route
This course is also offered in a 24-month format. Applicants with a 2.2 bachelor’s honours degree or overseas equivalent may be eligible for the 24-month version of this course. The first year of the 24-month course involves completing our Graduate Diploma in Business Administration (GDBA) programme, which will provide you with a broad foundation of knowledge in business disciplines. On successful completion of this first year with a grade average of 60% or higher, you would be able to proceed directly onto the 12-month MSc Strategic Marketing and Consulting programme beginning in the following September.
Monday 1 July 2019 is the application deadline for international students (Tier 4) who wish to study in the United Kingdom. We are not able to consider applications for 2019 made after this date. The deadline for Home/EU (non-Tier 4) students is Friday 30 September 2019. Applications will reopen for 2020 entry in early October 2019.
Making your application
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
The Birmingham Business School aims to deliver a world class, research-led, connected curriculum that facilitates enhanced student experience. Learning and Teaching are a partnership between lecturers who enable learning opportunities and students who engage in the learning process actively and independently. To achieve this, we use a wide range of resources and blended learning techniques. Teaching and learning activities take place in various venues across all days of the week.
At the beginning of each module, you will be given course materials, which will explain the aims and objectives of the module, an outline of content and indicative reading. To benefit fully from your participation in the programme, you will need to commit yourself fully to it. You will need to engage with the learning process by attending all lectures and seminars, reading all materials provided or recommended, taking notes and participating actively during the lectures. Discussion is encouraged in many subjects. After all, one of the main benefits of studying in an MSc Programme is sharing of experiences and ideas.
The 12-month programme starts at the end of September and will focus on developing your knowledge and understanding of marketing in the context of the strategic management of organizations. It will update your awareness of contemporary issues and challenges in marketing.
The early part of the programme will also feature intensive training in research, marketing measurement and analysis and an introduction to consultancy skills and practice. Subsequently, you will deepen your understanding of marketing by undertaking a live consultancy project, alongside studying a range of specialist electives, such as Strategic Brand Management. Guest marketing practitioners will input to the programme, to help you engage with the very latest issues.
You will work on major consultancy projects during the programme, and this may involve working with an SME or a major corporate, a UK-based or overseas company, and/or a commercial or social enterprise. You will work through the entire consultancy process – from receiving the client brief, developing the proposal, negotiating deliverables, managing and completing the research, presenting the results, and ensuring a satisfactory outcome for the client.
In addition to direct consulting skills, we will further develop your analytical capabilities, critical thinking skills, communication skills and your ability to use IT to support marketing analysis and decision-making.
You will also undertake a major independent research dissertation, which may be based on a company project (depending on availability) or an academic topic of your choice. 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 a strategic marketing and consulting dissertation. Past topics have included:
- Influence of CSR Programme and its animal welfare policy toward customer brand perspective and purchase decision in the UK
- Aston Villa Football Club: the supportive role of social media for AVFC’s internationalisation strategy
- SME Authenticity in the UK craft beer industry
- Customer Needs towards Autonomous Driving Solutions in Europe – An exploratory study for Jaguar Land Rover
The home of Birmingham Business School is University House, conveniently situated on the edge of the main campus opposite the main gate of the University. To the elegant old house of 1908, that houses staff rooms and social space, a new multi-million pound state of-the-art teaching and learning complex has been added giving a unique combination of historic elegance and cutting-edge facilities.
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.
Birmingham Business School’s brand new Postgraduate Teaching Centre opened its doors to students in autumn 2016. The building is called the Alan Walters Building after the noted economist of the same name. The high quality facilities provide a dedicated space for the Business School’s postgraduate students, and includes communal areas for studying and group work, which will look out over the Green Heart when completed in 2019.
A high-class learning environment
As a postgraduate student, you will have access to our award-winning £10 million postgraduate teaching space, the Alan Walters Building. This will provide you with access to facilities of the highest quality, including a state-of-the-art lecture theatre, dedicated computer clusters and seminar rooms as well as communal areas for studying and group work, which will look out over the University's ambitious Green Heart development, due to be completed in 2019.
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.
Recent graduates from our marketing programmes 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
Careers in Business is a dedicated service for postgraduate Business School students. We’ll help you in all aspects of your career management, from planning your job-seeking strategies, applying for jobs, preparing for interviews and assessment centres and developing your essential employability skills. At the start of your programme you will receive an email from our team, giving details of how you can access Careers in Business Online. Please get in touch to find out how our Careers in Business team can support you.
Learn more about the service that our Careers in Business team can provide.
Career development advice
Our consultants offer an individual advice service, which includes:
Career review and objective setting
Interview and selection advice
Working in the UK
International work enquiries
Employers aren’t just looking for great qualifications. They want to see high-quality personal skills too, such as team working, leadership, presentation and interpersonal skills. Our Skills Development Consultants offer individual appointments to help you shape and hone these qualities.
Keeping you up to date
Our Employer Liaison Team regularly undertakes initiatives to attract employment/ project opportunities into the Business School. You can find information about vacancies and other openings on Careers in Business Online and on Business School noticeboards, as well as through the
Careers and Employability Centre vacancy database
Careers events and workshops
This is your chance to find out about employment opportunities, develop your skills and network with industry professionals. Our range of career management, personal development and employer events are a great opportunity to discover what’s open to you upon graduation – just sign up to the events to take part.
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 can use the Careers in Business team for individual appointments, CV checking, mock interviews and other job search-related activities.
This programme is accredited by The Chartered Institute of Marketing (CIM).