MSc Business with Marketing

Course Details

You will begin Term 1 with three modules, that cover key business areas (Foundations of Financial & Management Accounting, Quantitative Methods for Business, and Strategy Analysis and Practice). Additionally the Marketing module is the first of your specialist marketing modules.

In Term 2 you will study Fundamentals of Economic Behaviour, another key business area, looking at microeconomics but with our unique behavioural science perspective. You will also do two more of your specialist modules (Service Marketing, and Strategic Marketing). Finally you choose one optional module, allowing you to explore another field.

In Term 3 you will study your fourth specialist module, Global Branding, and an optional module. You also follow the course content relating to either the Dissertation or Business in Practice route.

Optional modules
We offer a range of optional modules which reflect the research strength of WBS across the business and management disciplines. You undertake one optional module in Term 2 and in Term 3 (if you choose the Dissertation route, your Term 2 optional module must be Research Methodology). Please note that module availability may vary and that your first choice may not be guaranteed. Please see the drop down link for module descriptions.

Assessment is a mix of exams, assignments, assessed group project work, and tests. Your dissertation or Business in Practice module brings all of your learning together.

Choice of Dissertation or Business in Practice route:

Dissertation route
If you are considering a career in a specialist role as a market researcher or further academic study (PhD) in Marketing and would like to have the opportunity to research a topic related to the field, then the 6000 word dissertation enables you to test and apply the techniques and theories you have gained. 

You will be supervised and supported throughout, and the Term 2 compulsory module Research Methodology helps you prepare.

In total you will study eight compulsory modules and one optional module, and complete a dissertation and a Research Methodology module. 

Business in Practice route
If you would like to develop more applied skills to suit your career aspirations, you can complete your studies with our applied Business in Practice module. You will develop your business knowledge and personal skills with practical insights from our faculty and our CareersPlus & Corporate Relations team.

In total you will study eight compulsory modules, two optional modules and also complete the compulsory Business in Practice capstone module.

Compulsory Modules


This module aims to:

  • Provide a conceptual grounding of the core principles of marketing as needs to be applied by a manager
  • Provide a contextual understanding of the marketing environment faced by managers, and the practice of marketing appropriate to that environment
  • Analyse decision-making and managerial situations in the context of organisational objectives, and determine the best marketing approaches and plans suitable for the situation
  • Develop critical marketing thinking based on a sound understanding of the underlying logic of marketing and its interaction with other management disciplines.


Strategic Marketing

Explore the processes and systems which turn strategic choices into practical business outcomes. Develop a critical understanding of the role of planning and budgeting processes in managing strategic marketing implementation and change.


Global Branding

Develop your understanding of globalisation, and how it has changed the successful creation of brands. Gain an appreciation of the dynamics of new brands which are often born global and local brands which may be phased out in favour of brands which are at least regional, if not global.


Service Marketing

The aim of this module is to challenge students’ thinking about the current marketing paradigm and the underlying principles of marketing by exploring aspects such as servitisation, service innovation; the implications of operating in the volatile, uncertain, complex and ambiguous (VUCA) world created by global technological, social, political and natural upheaval; service pricing and yield management; and to understand the implications of such issues for marketing and for businesses. These, and issues such as sustainability, CSR, the role of service in manufacturing and the technological delivery of service are areas of major concern for many businesses.


Foundations of Financial & Management Accounting

The module covers the basic principles of both financial and management accounting. It is designed for students who wish to go into business and need to use and understand accounting information and appreciate the financial implications of business actions.


Quantitative Methods for Business

The module aims to provide an introduction to quantitative methods to students from non-numerical backgrounds. The module will equip students with an understanding of descriptive/inferential statistics and data presentation and enable them to apply the major tools needed for MSc level study and for the use of data analysis in the workplace.


Strategy Analysis and Practice

This module is concerned with understanding in depth and applying in practice some models and concepts for building a firm's "competitive strategy", that is a business-level strategy that enables a firm to gain and sustain a competitive advantage in a given industry. This module is therefore not concerned with issues of corporate strategy, such as choices of internationalization and diversification.

To survive and prosper over the long-term in a given industry, a firm must be able to create and sustain over time a competitive advantage. This module equips you with the frameworks, analytical tools, and concepts that you need to complement your own intuition and skills in making sense of the organisational and environmental complexity and in identifying the sources of superior performances.

The module leads you into two areas of analysis: the external environment of the firm (the industry context), and the internal environment of the firm (its resources and capabilities).



Fundamentals of Economic Behaviour

The module aims to introduce fundamental economic concepts to non-economists. It will familiarise students with conventional assumptions about the behaviour of individuals and firms, their interactions in markets and the role of government with respect to market failures of various kinds. It will alert students to some basic questions and doubts about the conventional assumptions.


Optional Modules

Marketing through Social Media

Technology has led to a proliferation of social media channels. These channels enable peer-to-peer communication as well as providing brands with many more ways to reach their customers, have relevant conversations with them, and listen to what matters to them. This module develops an understanding of how brand managers can access and use social media channels as part of their marketing strategy in order to build brand presence and maintain relevance in the life of their customers.

Through this module you will develop a greater understanding of the fast growing, changing world of social media channels and their relevance to customers, brands and the firm. The module aims to develop an appreciation of how the firm’s integrated marketing communications, brand management, and content management strategies are impacted by social media channels, and to examine the strategic opportunities and challenges these present.

Specific objectives of the module include:

  • Understanding the role of social media in achieving the objectives of the firm's integrated marketing communications strategy.
  • Understanding the significance of a content management strategy, including selecting and combining appropriate social media tools for stages of the customer journey.
  • Linking social media into the marketing mix, including understanding their relevance in developing product, place, and service decisions.
  • Understanding how to use social media as a tool for insight into changing customer needs
  • Recognising the advantages and pitfalls of earned media including brand communities, viral marketing, and PR crises.
Managing Human Resources in Contemporary Organisations

Through this module you’ll be introduced to a range of debates that are central to the human resource management and employment relations field, including the 'high commitment' models of human resource management. It will also provide you with an in-depth insight into a number of the specific HR practice areas, including: recruitment and selection; training and development; job design and teamworking, pay and rewards; unions and HRM, and equal opportunities and diversity management.


During this module you will:

  • Demonstrate an understanding of the development of human resource management as a field of study.
  • Critically appreciate the contribution made by each of the core disciplines (e.g. sociology, psychology, law, economics).
  • Analyse specific human resource management problems in their wider social context.
  • Understand, evaluate, and marshal critical social science research on human resource management.
  • Extrapolate from existing research and scholarship to identify new or revised approaches to human resource practice
  • Demonstrate advanced study skills including written communication, location and retrieval of relevant reading from library stock and electronic resources, using information technology, employing appropriate quantitative methods.
People & Organisations

The aims of the module are to:

1) Introduce students to the principles, theories and research underlying the academic disciplines concerning the behaviour, leadership and management of people and organisations (Organisational Behaviour, OB and Human Resource Management, HRM) at four levels of analysis: individual, group, organisational and societal.

2) Develop a critical appreciation of the behavioural and social sciences as they relate to the study of behaviour in organisations.

3) Introduce students to a critical understanding of the practice of management, leadership and people management in particular.

4) Provide students with structured opportunities to practice applying OB and HRM principles, theories and research to analyse and solve organisational problems.

Business Analytics for Managers

This module introduces you to the theory and practice of conducting business analytics projects. It adopts a business analytics methodology which enables you  to (a) analyse a complex business situation, (b) identify high value opportunities for business analytics and (c) deliver an effective business analytics project. The module adopts an experiential learning philosophy by giving you a guided and mentored experience of conducting a realistic consulting project.

Digital Working & Organisational Transformation

To be effective in modern organisations requires an understanding of the dynamics of digital work. This module equips students with a broad understanding of the tools and organisational arrangements driving this shift towards digital working, and provides them with techniques and frameworks to operate effectively in this more dynamic and fluid work environment. The module reviews major trends and changes in the workplace arising from the increased adoption of digital tools to support work practices in modern organisations. It reviews major drivers of adoption of these tools and the emergence of new dynamics of interactions and patterns of work.

Project Management

This module aims to span a range of sectors with a multidisciplinary approach, and to sensitise students to the strategic power of projects for achieving sustainable competitive advantage. The module provides conceptual, analytical and practical insights into the management of projects.

Behavioural Economics

This module introduces students to the ways in which economists and psychologists have used behavioural theories and experimental methods to provide extensions to, or alternatives to, the conventional economic wisdom covered by most standard Microeconomic courses. It will examine recent cutting-edge research and consider the implications of that research for individual decision making, the operation of markets and public sector policy-making.

Business, International Finance and Economics

Exposure to the global economy brings new ideas, technologies, and management practices to a business. Whether looking to build a new plant, sell to a new market or find global business partners, exploiting opportunities in new markets or regions poses fresh challenges.

Many of those challenges arise from the different business environment that's present in countries around the world. What does an understanding of economics tell us about which countries and regions will see markets develop quickly in the medium term? Which governments act in ways that pose macroeconomic risks and which do not? How can resources and intellectual property be managed effectively? Which economic theories offer strategies to foster talent and help staff respond to new opportunities?

The patterns of world trade and the responses of governments have always been in constant flux. Businesses can't rely on traditional markets in the medium- to long-term. The pandemic has disturbed even the recently-established patterns of global economic growth. Strategic business decisions require an appreciation of the economic thinking that underpins these new patterns of growth and the changes in international finance that support them.

This module will provide real world examples and case studies to illustrate how economic thinking helps businesses make the most of new opportunities, while managing the risks associated with expansion into new markets and regions.

The module has been developed for business and management students across the WBS MSc portfolio and draws on ideas and research from macroeconomics, microeconomics, international finance, business strategy and development economics. No previous experience of economic analysis is required.



Design in Business

The objectives of this module are to:

  • Provide students with an appreciation of the roles of design within a business context
  • Develop in students a good understanding of the contribution design can make to innovation and organisational success
  • Critically examine various innovation and design approaches and processes, and the scope and content of design in both product and service contexts
  • Provide insights into the functions and contributions of professional designers
  • Discuss the emergence of 'design thinking' and its importance to business
  • Explore the issues related to the management of cross-functional teams
  • Examine the impact that design and designers can make on organisational performance.
Corporate Finance

Corporate Finance is the study of financial decision-making processes at the corporate level. This introductory level Corporate Finance module deals with questions such as the following:

• What are the decisions that financial managers are required to make?

• What are the objectives that (should) govern these decisions?

• What are the constraints imposed by the economic and regulatory framework?

• How can the different available choices be evaluated and ranked?

• Can conflicts of interest distort the manager's incentives to pursue their goals?


Forecasting for Decision Makers

The module aims to providing training on methods that aid decision making when managers face an uncertain future. The module covers methods for short-term and long-term forecasting of product demand and macroeconomic variables. The module discusses how forecasting aids decision-making.


Entrepreneurship and Business Venturing

In this module you will study the contexts, components, and processes of entrepreneurial behaviour in different types of organisations and focus on key issues in developing business proposals and plans.


Digital Business Services

This module focuses on how digital technologies enable organisations to offer digital services that aim at improving customer experience as well as firm performance. The module assumes no prior knowledge of technology and prepares students to engage with technology-related conversations (e.g., designing a new digital service) at the modern workplace. 

The module has three themes. The first theme is gaining competitive advantage using a digital business strategy and covers concepts such as motivations for digital transformation. The second theme provides an overview of what today’s managers need to know about the advantages and disadvantages of cutting-edge technologies including artificial intelligence (AI), virtual reality, internet of things (IoT), cloud computing, social media, and data analytics. The last theme focuses on the lifecycle of digital service provision, covering key concepts such as technology selection and sourcing, agile implementation, and risk management.

Leading for Innovation

This module aims to develop a greater understanding of how to foster an innovative work environment. It also aims to understand how to develop leaders for innovation.


Governance and Corporate Responsibility

Appreciate the wider institutional location of business activity. Examine how firms are both 'takers' and 'givers' of governance and regulation in a variety of formal and informal ways.

International Business

The module aims to develop a critical awareness of the issues, problems, concepts, and skills associated with the development of international business strategy and operations. Topics will include: the drivers and processes of internationalisation, cross-cultural management challenges, the assessment of overseas investment opportunities and the specific challenges of emerging markets.


Strategic HRM

Strategic human resource management is concerned with the creation of value through the management of human and social capital in organisations. The value of HRM is realised when the capacities and motives of individuals, groups are directed towards the strategic objectives of the organisation. The aim of the module is to provide you with a deep understanding of this strategic role of human capital management and the tools with which to analyse and manage it.

We will consider what it means to align the HR function with strategic objectives. We will ask whether all human capital is equally valuable. We will debate the extent to which human capital and its associated outcomes are quantifiable in a meaningful way. We will examine whether HRM can support both efficiency and flexibility at the same time. Ultimately, the class will provide a range of models and tools for managing human capital in a strategic way.

Equality, Diversity & Inclusion

The aim of the module is to introduce you to current thinking and debate in the area of researching equality and diversity in organisations and the labour market. In particular the module aims to build on knowledge developed during core modules by offering detailed thematic study of the area making explicit links with current empirical research conducted by staff in OHRM.

Case Studies in Data Science & Economics

The module aims to provide training in applying data science methods to contemporary economic problems by looking at case studies. Specifically, the module aims to give you the opportunity to conduct a data science project using economic data. You will discover how to replicate and extend a data science case. The module aims to give the appropriate grounding in economic analysis, while developing your research and communication skills.

A formative group exercise will be set whereby groups will be given data and asked to conduct a statistical analysis of the economic problem. This will serve as a "dummy run" for the individual assignment, and there will be in-class feedback.

Driving Innovation & Entrepreneurship through Marketing & Strategy

Explore the importance of management of innovation in products, processes, technology and communications. Critically evaluate key indicators of innovation activity, examine internal and external factors that lead to new product failures and determine key innovation strategy issues for different situations and sectors. Develop understanding of conceptual, analytical and practical insights into the entrepreneurial process with reference to profit and non-profit enterprise contexts. Develop skills to help effective engagement in a world in which innovation and entrepreneurship are key drivers of change. 

Dissertation or Business in Practice


If you select the dissertation route you will work with an allocated academic supervisor and research a topic relating to Marketing. The module is assessed by a 6,000 word formal dissertation. 


Business in Practice

The Business in Practice module is the core capstone module for students who choose this route instead of the dissertation route. It will illustrate business theory in practice by combing academic lecture input with expert practitioner insights, and will also provide intensive personal work-skills development via WBS CareersPlus team.The module is taught over two intensive weeks incorporating an innovative and exciting business simulation. The module is assessed through a Firm Analysis assignment and an Individual Reflective Journal assignment.


See indicative compulsory and optional modules for this course More Less

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