MSc Marketing & Strategy

Programme structure

The MSc Marketing & Strategy course combines core and optional modules across the three terms of your one-year course, allowing you to gain a balanced understanding of the two disciplines of Marketing and Strategy. Visits from guest speakers keep a real-life perspective on your studies.

Our modules

In your three terms at WBS you will study six core modules, plus optional modules dependent on your choice of Dissertation or Business in Practice.


How you'll be assessed

The course is assessed by a variety of coursework, exams and group work. Your Dissertation or Business in Practice module brings all your learning together.

Critical Issues in Marketing

Gain a core knowledge of approaches to Marketing.

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Strategic Management

This module aims to provide you with a core knowledge of strategic management approaches.

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Explore approaches to negotiation and critically analyse different levels of analysis in negotiations.

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Succeeding in a Sustainable Future

Appreciate and understand the critical role of management, and marketing in particular, in creating socially, environmentally and economically sustainable societies.

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Market Research

Gain an understanding of the necessity of market research to take evidence-based marketing decisions.

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Marketing & Strategy Analytics

Develop the ability to use information to generate meaningful insights into the behaviour of customers.

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These are indicative optional modules which may vary year-on-year.
Branding & Marketing Communications

Examine traditional and new marketing communication tools in the context of marketing strategy and how these can be best utilised for different audiences in different contexts.

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Creating Value with Marketing Experiences

Develop knowledge of how consumer needs and expectations translate into activities to enhance the customer experience and add value.

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Driving Innovation & Entrepreneurship through Marketing & Strategy

Explore the importance of management of innovation in products, processes, technology and communications.

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Marketing with Digital Disruption & Transformation

Develop a comprehensive insight into the practices of digital marketing and strategy.

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Global Challenges in Management and Sustainability

This module will provide you with the theoretical foundations, appropriately supported by real-life examples, to help understand how global business works today.

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Design Thinking

Discover the process of product creation, from ideation through to commercialization and the successful implementation of its introduction into the marketplace.

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Digital Strategy & Agile Transformation

Using the latest strategy learning techniques used in leading firms and consultancies, this module will help you develop a toolkit for becoming a competent strategist and deal with agile transformations.

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  • * Business in Practice only
Business in Practice

The Business in Practice module offers an alternative to the traditional Dissertation route.

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If you select the Dissertation route you will explore an area of special interest whilst demonstrating knowledge and practising the skills gained on the course with an 8,000 word dissertation.

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Our online platform

Our unique online learning platform my.wbs will act as the hub for your learning experience, hosting all of your teaching materials, key information from your CareersPlus and Programme Teams, and our online classroom: wbsLive.

Your learning experience

Your course will be taught through an exciting mix of face-to-face and online learning, utilising the format most suitable to the content, and in a way that helps you balance your workload and make the most of opportunities for extra-curricular activities.

Teaching and assessment will vary to fit the subject being studied. Our faculty have designed your learning experience to fit the subject being studied, with a variety of teaching and assessment styles. 

Your teaching will take the form of lectures and webinars, supported, where relevant, by guest speakers from industry to balance theory and practice. 

Your learning will be assessed by a mix of exams, individual assessments, group work, project work, and tests. Group and project work will enable you to collaborate and gain new perspectives from your international cohort, preparing you for working in teams within a global work environment. 

Choice of Dissertation or Business in Practice route

Dissertation route

If you are considering further academic study (PhD) and you would like the opportunity to research a topic relating in more depth, the 8,000 word dissertation will enable you to test and apply the techniques and theories you have gained. 

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. 

In total you will study six core modules, three marketing and/or strategy related optional modules, and complete your dissertation.

Business in Practice route

If you would like to develop further applied skills and specialist knowledge to suit your career aspirations, you can complete your studies with our applied Business in Practice module. You will develop deep functional and industry expertise with practical insights from our faculty and industry experts.

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

Learning facilities

You will have access to our outstanding learning facilities, including a Postgraduate-only Learning Space and IT suite, as well as all other University facilities.  

Foreign Language Study

One of the great benefits of this course is that it offers optional free foreign language study in the evenings across all three terms. This is an opportunity to develop the basics of a new language. There is a choice of six different languages, all at beginner-level (please note we are not able to offer classes at intermediate/advanced level).