MSc Marketing Management
Why choose this course?
Combine creativity and practical marketing knowledge with strong management and leadership skills. Our MSc Marketing Management prepares you for success at the highest levels of the profession.
- Explore consumer decision-making, marketing communications, branding and customer satisfaction – all within a global context
- Put what you learn into practice by working on real projects for real businesses to help shape their future success
- Take the opportunity to join a local company on a marketing internship, deepening your professional insights and improving your career prospects
- Draw inspiration from a teaching team with extensive marketing experience, including researchers who are breaking new ground in market sensing
- Learn alongside students from around the world, so you’ll benefit from sharing global business experiences.
Course code: MN5AL
Start date: September and January
Course length: Full-time: one year. Part-time: two to three years
Campus: Kedleston Road site, Derby Campus
College: College of Business
This course is available to international students
About this course
This highly regarded MSc will increase your understanding of what marketing is – and isn’t – and how it can be applied effectively and creatively in real-world scenarios.
Take your knowledge to a strategic level
Leading employers worldwide increasingly expect their marketing staff – experienced professionals and new recruits alike – to have a specialist degree such as an MSc.
Our course is designed to give you a thorough understanding of the core concepts of marketing and to practise these in safe but realistic business and marketing situations.
Building on the broad contextual aspects of marketing, you’ll focus on how to create and implement strategic marketing plans and how to manage brands. Our emphasis is on fostering your creativity, helping you to address marketing challenges in new and original ways. Every module has an international dimension to enhance your global perspectives too.
We also aim to develop your practical and creative skills beyond the operational and functional so that you gain a more strategic level of understanding. The programme includes a residential course in leadership which will help equip you for senior roles.
Our MSc Marketing Management is designed and delivered in collaboration with highly respected companies and organisations operating at local, national and international levels. The partnerships span many areas from retail to the not-for-profit sector.
You’ll meet industry experts from our thriving professional and business networks, many of whom contribute thought-provoking guest lectures and masterclasses. You’ll hear first hand what happens at the sharp end of the marketing business across vastly different organisational cultures.
You can also extend your professional contacts through networking at showcase events such as prestige conferences and meetings of the University’s own Network of Entrepreneurs. Our annual Marketing 2020 programme – a rare opportunity to hear from some of the country’s leading marketers – sets the scene for the future of the profession.
Our graduates regularly return to take part in these events and share their career experiences. Their feedback also helps shape the continuing development of the course.
Put your learning into action
We give you every opportunity to apply latest marketing concepts and theories to real-world business scenarios. Internships, company visits and mini-projects are a cornerstone of this course and most modules use real businesses as case studies.
You’ll gain vital experience by working in a team of marketing consultants for our partner companies. Recent projects have seen our students developing branding ideas for Haddon Hall; creating a marketing strategy for the English Wine Project; advising supply chain compliance firm Altius on new markets in Europe and beyond; and undertaking customer research for the Derwent Rural Counselling Service to help raise greater awareness of its work.
The internship opportunities on offer are equally wide-ranging. Our students have worked with organisations as diverse as an eating disorder charity and the British Occupational Hygiene Society.
Attuned to latest industry thinking
We keep your learning relevant, up to date and meaningful. Links with professional bodies such as the Chartered Institute of Marketing (CIM) underpin all our activities to ensure we reflect the highest standards. You’ll be encouraged to join the CIM as an affiliate student member so that you can take full advantage of the services and events they offer.
Our teaching team has extensive experience of marketing for a broad spectrum of organisations and an excellent network of contacts. They also draw on the influential market sensing research underway at the University, giving you access to latest thinking in areas such as customer behaviour, marketing strategy, branding, communications, social media management, internal marketing and customer relationship management.
We pride ourselves on delivering a challenging but fun learning environment to set you on your way to career success. Feedback shows that our current and former students particularly value the support they receive from our approachable and inspirational tutors.
Pursue your specialist interests
The culmination of the MSc is your Independent Study where you select a sector or aspect of marketing which reflects your professional interests and career ambitions.
This is your chance to conduct in-depth research, using critical thinking, investigative and problem-solving skills which will serve you well in your future career. You’ll ask searching questions, review literature, undertake research, draw conclusions and make recommendations.
The range of topics covered is vast. Among recent examples, our students have investigated how SMEs accept and use social media; how consumers become ‘fans’; effective marketing communications for the charity sector; differentiation in women’s magazines leading to a new typology of consumers; social media strategies for reaching international students; and the impact of marketing messages from organisations offering weight-loss services.
What you will cover
You will enrol on the 180-credit MSc Marketing Management. However, if you leave before completing the full programme, you will gain a Postgraduate Certificate with 60 credits and a Postgraduate Diploma with 120 credits.
You will study modules such as:
Implementing Integrated Marketing Communications
We will develop your understanding of integrated marketing communications theory and practice in a cross-cultural context. You’ll examine the impact of culture on marketing communication and apply your knowledge creatively in practical situations, using various marketing tools. This module draws on theoretical frameworks, cross-cultural psychology and insights into customer behaviour to help you devise viable solutions to complex communication challenges.
Markets, Customers and Marketing
Every organisation must engage with its external and internal stakeholders to create, develop and deliver superior long-term customer value and achieve sustainable competitive advantage. This module explores how high-quality engagement means putting the customer central to – and across all levels of – the organisation’s processes.
Customer Behaviour and Decision-Making
We explore the global, cultural and social contexts in which consumption takes place, including customer decision-making and customer satisfaction. In particular we examine the impact of strategic and tactical marketing decisions on customer behaviour. This module will develop your ability to evaluate marketing options in the light of customer and business objectives as well as corporate social responsibilities to individuals, organisations and wider society.
Creating and Managing Brand Equity
This module will deepen your understanding of the role of branding in positioning an organisation both internally and externally. We explore the challenges involved in creating distinctive, sustainable and differentiated brand identities in an increasingly crowded marketplace – for private, public, for-profit and not-for-profit organisations. You will have the chance to evaluate branding strategies and tactics critically and will build the insights, skills and competences you need to develop brands for a range of sectors and industries.
Delivering Customer-Focused Services
Providing opportunities for strategic thinking, creativity and innovation, this module focuses on how companies need to adapt their range of service offers to reflect the changing needs of customers and technological advances. You’ll examine key factors of the business environment that encourage innovation, including the life cycles of services, their market positioning, repositioning and withdrawal; the operational effectiveness of services; and how they align with the overall strategy of an organisation.
Strategy and Leadership in Marketing
We examine how to measure business performance from a strategic and marketing perspective, including brand evaluation, CRM, satisfaction measurement and loyalty measurement. This module also considers the impact of such measurement on how organisations and individuals behave. You’ll harness both quantitative and qualitative research methods to explore how appropriate measures can be identified and tracked.
This triple module gives you the chance to investigate a significant management area in depth, drawing on the knowledge and intellectual skills you have gained throughout the course. Following taught preparation in research methodology and practice, you will be supported by an individual supervisor as you work on your independent study. You will also reflect on your research experience and use what you have learned to guide your future development via a reflective statement and development plan.
You'll usually need:
- A degree of at least a 2:2, or equivalent
- If your first language is not English you will need a proficiency in English (IELTS 6.5).
- How to apply
Fees and finance
2016/17 Fees (August 2016 - July 2017)
Full-time Part-time UK/EU
£730 per 20 credits*
£730 per 20 credits*
£12000 for the full programme
*Note – at postgraduate level, you’ll need to gain the following number of credits in total to obtain the awards below.
Postgraduate Certificate 60 Credits Postgraduate Diploma 120 Credits MA or MSc 180 Credits
This means you will gain 180 credits in total to complete the full MA or MSc. If you’re studying full-time you will normally complete 180 credits over one year. If you are studying part time you will normally complete your studies over two or three years, depending on the course structure.
Please note that all fees may be subject to annual increase.
Funding your studies
Alumni discount for Derby graduates
Scholarships and bursaries
How you will learn
Each module is studied on campus through a blend of lectures, seminars, tutorials and self-study. Modules are supported with elearning materials via our electronic platform ‘Blackboard’ as well as text-based resources.
You’ll receive high quality support from academic staff throughout the programme, going far beyond the contact you have in lectures and seminars. We remain accessible to our students via email, phone and office visits. Your learning will also be enriched by the exchange of ideas and experiences with your peer group of students.
How you are assessed
All assessment is rooted in professional practice, demonstrating the link between academic theory and marketing in the real world.
Types of assessment range from reports, online tests and presentations – in person and on video – to mood boards, posters and infographics. Assessments are practical and creative, developing your skills as a marketer and as a manager.
Who you will meet
Dr Alison Lawson - Programme Leader for the MSc Marketing Management, Alison specialises in areas such as writing for marketing and mixed media, communications and research methods. Her research interests are in the relationship between marketing and the media and in consumers’ emotional attachment to products and services.
Richard Hucker - Programme Leader for Full-time Management Masters programmes, Richard has been a manager in marketing at all levels and associated with many interesting brands. His research interests span the corporate and marketing strategies of diverse companies, together with their business models, innovations, paradigm shifts and game-changings.
Hildegard Wiesehofer-Climpson - Hildegard is a Senior Lecturer in our Marketing Division, specialising in the areas of consumer behaviour and brand development and management. Her research interests centre on the social and cognitive aspects that influence every aspect of consumption processes – from the initial impulse to the way products are disposed of and service relationships are ended.
Ian Churm - Ian is a specialist in marketing communications, sales and key account management.
Lee Miller - Lee is a specialist in services development and marketing, especially for the retail sector. His research interests focus on the deep emotions provoked by the appeal of low-cost clothes retail.
Melanie Powell - Melanie, who is Programme Leader for our MSc International Business and Finance, is widely published, joint author of a leading European Economics textbook and accredited at a high level with the Higher Education Academy. Her research focuses on applied economics, behavioural economics and financial market behaviour. She is the co-author of the Derby Business School monthly Economic Bulletin.
Dr Simon Dupernex - Senior Lecturer in Operations and Strategy, Simon has professional and research interests embracing strategy, operations management, quality and improvement. He is editor of the Critical Perspectives on Business Management journal and reviewer for a number of international journals.
Careers and employability
A widely respected postgraduate qualification, our MSc Marketing Management is a powerful way to set yourself apart in an increasingly competitive job market.
You will benefit not only from a broad training in the key marketing concepts but also from our strong focus on marketing management and leadership skills. It means you can differentiate yourself further still from graduates with general marketing degrees.
By the time you complete your MSc, you will have experienced many different aspects of marketing and will be ideally placed to start or resume your career in the profession or even to move into broader business and management spheres.
Our graduates are now succeeding in senior marketing roles worldwide with companies such as Unilever in Malawi and UBS in Poland. Others are working with leading agencies or have even set up their own businesses.
Gaining a postgraduate degree can significantly boost your earning potential. Latest government statistics* show that postgraduates earn on average £6,000 more per year than graduates.
*Graduate Labour Market Statistics 2015, Department for Business, Innovation and Skills
The MSc will help strengthen your professional standing and open the doors to new career opportunities. If you go on to gain appropriate work experience, you could be eligible to join the Chartered Institute of Marketing (CIM) with associate or member statusandcan use the letters ACIM or MCIM after your name.You could also progress to become a Chartered Marketer through the Institute’s CPD scheme.
Ongoing careers support
Throughout your studies, you will benefit from Personal Development Planning with your personal tutor, who will help you to reflect on your learning and refine your career aspirations. They will point you in the right direction towards further training and internship opportunities so that you can gain any additional experience you need to pursue your ambitions.
Our support continues once you’ve completed your course too: you are entitled to further help and guidance from the Careers and Employment Service for up to three years after leaving the University.
What our students say
"The MSc Marketing Management programme is a fantastic course that covers a wide range of areas. The teaching is excellent, accompanied with very knowledgeable and friendly lecturers who will guide you in the right direction. It has helped me move forward in my career and I'm very feeling hopeful for the future." Louise Wong
“I liked the practical side to the Strategy and Leadership in Marketing module - it was not just conceptual but also vocational in what we could get out of it. The teaching drew on business leadership so offered a different perspective and opened up new avenues of thought.” Ben Holden
“Prior tothis course I had never studied or worked in marketing so the course has been completely new for me, re-focusing my mind and giving me a sense of purpose. I have thoroughlyenjoyed the programme andit has been far more challenging than I thought it would be. It has pushed me to improve my IT skills, writing abilities, time management and self motivation. I have also developed an academic voice.” Becca Holland