MSc Marketing & Strategy

Course Details

Six compulsory modules and three optional modules allow you to gain a balanced understanding of the two disciplines on this one-year programme. Visits from guest speakers keep a real-life perspective on your studies. The course is assessed by a variety of coursework, some exams, and a dissertation which brings all your learning together at the end.

Optional modules
Every year we offer a range of optional modules, giving you the opportunity to tailor the course to your preferences. Please note that availability and delivery modes may vary.

Your dissertation
Your 15,000 word dissertation will allow you to explore a subject in some depth and apply the theories you have been studying.

You may undertake a company-based project where you will apply the theory you have learned through the course to benefit a sponsoring organisation. You will produce both an academic dissertation and a management report for the company.

The second option is to undertake a piece of marketing or strategy-related research which will see you develop more specific detailed knowledge in a particular area of marketing or strategy. This could form the basis for further study at doctoral level.

Compulsory Modules

Issues in Marketing: Theory & Practice

An in-depth study of current theory and practice of foundation topics in marketing management including customer behaviour, marketing research, and market entry timing strategy.

Issues in Strategy: Theory & Practice

Explore the key and current debates in the strategy field and address issues of strategic alignment, strategic change, globalisation, innovation, risk, decision-making, and strategic leadership.

Research Methods for Marketing & Strategy

Study key business research skills, crucial for both business and your dissertation, including: recognising validity and reliability in data; exploring, interpreting and presenting data; understanding the methods and role of research; and using research to solve marketing and strategy-related problems.

The Environment of Business

No business operates in isolation from society or from competition. Understanding issues of corporate governance, corporate social responsibility, ethics, and the impact of economic and political change is an essential managerial skill.

Advanced Marketing Management

Further develop your decision-making skills and learn to critically evaluate strategic marketing analysis methods. Explore the impact of marketing decisions upon the long-term evolution of market structures.

Advanced Strategic Management

Further develop your critical and analytical skills and gain a distinctively strategic management approach to the understanding of decision-making. Learn to integrate theoretical and practical perspectives on strategy.

Example Optional Modules

Marketing of Luxury Products and Services

Module details to be confirmed

Financial Aspects of Marketing & Strategy

Module details to be confirmed

Global Business Strategy

Develop a critical awareness of the major issues associated with international business strategy, gaining an understanding of major trends in globalisation and other factors influencing international investment. Evaluate ideas about the internationalisation process and apply concepts and skills relevant to the management of overseas business operations.

Strategy in Practice

Gain a thorough understanding of the main theories around strategy as practice, recognising the strengths and weaknesses of strategy theories and studies, analysing cases, and developing strategy tools, practices and processes. 

The Diffusion of New Products & Technologies

Explore the importance of management of innovation in products, processes, tech and communications, whilst critically evaluating key indicators of innovation activity in organisations. Examine the internal and external factors that lead to new product failures and determine key innovation strategy issues for different situations and sectors.

Marketing through Social Media

Social media is an ever-evolving and innovative space that, despite its increasing ubiquity, is not well understood from a strategic marketing perspective. This module will address the issues that surround social media and look at the strategic opportunities that social media offers to efficiently and effectively communicate about brands.

Global Branding

The Global Branding module will provide you with a comprehensive and up-to-date treatment of the subject of brands, brand equity, and strategic brand management – the design and implementation of marketing programs and activities to build, measure and manage brand equity.

You will learn:

  • The role of brands, the concept of brand equity and the advantages of creating strong brands
  • The three main ways to build brand equity by properly choosing brand elements, designing marketing programs and activities, and leveraging secondary associations
  • Different approaches to measuring brand equity, and how to implement a brand equity measurement system
  • How to adjust branding strategies over time and across geographic boundaries to maximise brand equity.
Service Marketing


Service sector businesses are extremely important in the global economy. In many Western countries services contribute for more than 70% to the national GDP and their importance is growing also in developing economies.

Learning outcomes:

Explore the distinctive features of service sector businesses, whilst developing skills in creating and effectively managing a service offering. Consider the broader themes and understand and identify the issues surrounding service marketing, learn about key HRM theories and what their implications are for service businesses, and study the implications of operations and innovations.

Marketing Analytics

In this optional module, you will learn how to analyse (customer) data to inform marketing decisions. The course will combine case studies and lectures on the most important empirical methods in marketing with practical workshop sessions, in which you will learn how to conduct your own analyses in the software R.

See indicative compulsory and optional modules for this course More Less

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