This module equips you with the essential tools and insights needed to gather and interpret marketing intelligence for informed decision-making. Marketing intelligence is fundamental for effective strategy, relying on both quantitative and qualitative research methods to provide a holistic view of consumer behaviour. You will explore various research tools and techniques, learning to harness quantitative data for measurable insights and qualitative methods for a deeper understanding of customer motivations and experiences. This dual approach allows you to build precise, empathetic strategies that respond to real consumer needs.

You’ll dive into the entire research process, from selecting appropriate research types—such as exploratory and descriptive—to designing data collection instruments, using sampling methods, and ethically analysing data. By the end of the module, you’ll be able to commission, manage, and interpret marketing intelligence, a critical skill for roles like marketing manager, product manager, and brand strategist.

Additionally, this module will prepare you for your dissertation, giving you a solid foundation in research skills you’ll need for practical projects. Through structured lessons and hands-on experiences, you’ll develop strong oral and written communication skills, an invaluable asset for any marketing professional tasked with conducting or managing impactful research.

Understanding consumer behaviour is essential for successful marketing. This module explores how and why consumers interact with marketing systems, focusing on both traditional and digital environments. You’ll examine consumer behaviour from cultural and experiential perspectives, learning how various factors—from identity and social influences to digital engagement—shape consumption patterns. Through this approach, you’ll gain insights that are invaluable for marketing across diverse markets and essential for navigating today’s digital landscape.

Throughout the module, you’ll engage with key theories and concepts in consumer behaviour, including consumer culture theory, socialisation, symbolic consumption, and marketplace cultures. Additionally, you’ll explore the impact of digital consumption, covering topics like surveillance capitalism, social labour, and the psychological effects of online interactions. This knowledge will help you understand the psychological and sociological factors that influence consumers’ online behaviours, equipping you to develop strategies tailored to digital audiences.

This module also addresses the ethical dimensions of consumer behaviour, encouraging you to critically reflect on how consumption shapes, and is shaped by, neo-liberal culture. You’ll analyse the impact of marketplace systems on consumers and examine emerging technologies and trends that influence modern consumer behaviour. By the end of the module, you’ll have a well-rounded understanding of consumer insights, preparing you to create empathetic, informed, and ethical marketing strategies in an increasingly digital world.

In today’s world, marketing is inseparable from digital platforms. This module immerses you in the rapidly evolving field of digital marketing, helping you understand how to engage with and satisfy consumers through online channels. You’ll explore the principles and tools that underpin digital marketing, from social media and online advertising to data analytics, AI, and emerging technologies like AR and VR. This practical and critical approach ensures you’re prepared for both the opportunities and challenges of this dynamic discipline.

The module emphasises core skills essential for digital marketing professionals, including written and visual communication, data analysis, and the ability to synthesise complex datasets. You’ll learn to attract new customers, enhance online customer experiences, and build brand awareness while developing key competencies in teamwork, digital presentation, and IT communications.

Key topics include content marketing, influencer engagement, big data analytics, ethics, and regulation in digital marketing. By the end of the course, you’ll be able to evaluate and critique digital marketing strategies, construct and position market offerings, and confidently communicate your insights. This module equips you with a critical understanding of digital marketing’s role in modern organisations, preparing you for impactful roles in this fast-paced, high-demand field.

This foundational module introduces you to essential marketing principles and the strategies needed to thrive as a marketing professional in a globally connected, sustainability-focused business environment. You’ll build a deep understanding of marketing’s core theories and practices, exploring the language and concepts that define the field. Through an examination of both historical foundations and modern advancements, you’ll gain insight into the evolution of marketing and the unique challenges and opportunities presented by today’s global markets.

In this module, you’ll learn to bridge the gap between theory and practice, understanding how marketing models are applied in real-world settings. You’ll also study the role of sustainability in modern marketing and explore strategies that help businesses succeed while addressing global environmental concerns. By the end of this module, you’ll be able to assess complex marketing challenges, develop impactful solutions, and communicate effectively as a marketing professional.

Key outcomes include gaining a comprehensive understanding of marketing roles and responsibilities, building foundational knowledge in marketing concepts, and developing critical thinking and problem-solving skills. This module prepares you for the rest of the programme, equipping you with the tools to approach advanced marketing topics and make informed strategic decisions in a rapidly changing global market.

This module prepares you to design and execute effective marketing communication strategies across today’s multi-channel landscape. In an environment where targeted messaging is crucial to brand visibility and engagement, you’ll learn how to create impactful campaigns that connect with audiences and drive results. This course covers key areas of digital media, advertising, public relations, and integrated marketing communications (IMC), providing you with practical skills to analyse, adapt, and optimise messaging across various platforms.

You’ll explore both the art and science behind successful marketing communications, from crafting compelling messages to scientifically testing and measuring campaign effectiveness. Through an understanding of integrated communication planning, you’ll learn to build brand assets that are distinct and resonant across digital and traditional media. Topics include media planning, the complexities of today’s consumer journey, and the role of personalisation in enhancing engagement.

By the end of the module, you’ll be able to evaluate real-world marketing campaigns, apply theoretical models, and assess communication effectiveness. You’ll gain confidence in responding to client briefs, developing creative ideas, and applying insights from academic theory to practical marketing contexts. This module equips you with essential skills for both digital and traditional marketing, preparing you to lead in a competitive, multi-channel marketplace.

In this module, you’ll build essential professional skills and undertake a unique, hands-on research project within a real marketing setting. The Professional Skills component is designed to develop your communication and employability skills, with a special focus on the responsible use of AI as a tool to support business interactions. Through practical exercises, role-playing, and real-world scenarios, you’ll enhance your critical thinking, quick decision-making, and adaptability—qualities that are highly valued in marketing. Structured networking sessions with industry professionals will further help you gain confidence and a deeper understanding of the global marketing landscape.

The Company Commissioned Dissertation (CCD) is your chance to dive deep into a marketing issue that aligns with your field of study. Working closely with academic and industry mentors, you’ll apply insights from your coursework to tackle a real-world problem, drawing on both academic and professional resources. If you’re on a specialised pathway, such as Digital and Social Media Marketing or International Brand Management, you’ll focus your research in that area. MSc Marketing students are free to explore any marketing topic of interest. This capstone project will help you build expertise and prepare you for the challenges of a dynamic marketing career.

This module is designed to prepare you for the complexities of strategic marketing planning in a competitive and uncertain environment. Through the ‘Digital Markstrat’ simulation, you’ll gain hands-on experience crafting and executing marketing strategies, equipping you with a practical understanding of strategic decision-making. By applying theoretical frameworks in this dynamic and data-rich environment, you’ll develop the critical thinking and adaptability required to achieve competitive advantage.

You’ll explore all stages of the marketing planning process, from audits to strategic decisions and implementation, aligning plans with organisational goals and evaluating their impact. The module also emphasises essential skills for modern marketers: data analysis, teamwork, presentation, leadership, and negotiation. Working in groups, you’ll analyse complex data, create strategies, and present your findings while reflecting on your decisions and their outcomes.

This course also supports professional accreditation opportunities and aligns with the Chartered Institute of Marketing’s (CIM) ‘Strategy and Planning’ module. By the end of the module, you’ll be able to develop and implement strategic marketing plans, critically evaluate results for continuous improvement, and reflect on your actions. This immersive, experiential approach ensures you leave with both practical skills and a strategic mindset, ready to lead in the marketing field.

This module provides you with the knowledge and skills needed to create and manage impactful brands that resonate with consumers and drive marketing success. By exploring branding from diverse perspectives—social, psychological, financial, and creative—you’ll learn how to integrate these aspects into cohesive brand strategies that enhance customer loyalty and profitability. The module emphasises contemporary branding challenges, including digital opportunities, global markets, and sustainability.

You’ll begin by examining what brands are and their historical evolution, followed by topics such as brand architecture, cultural branding, digital branding, and managing global and ethical brands. Weekly lectures will introduce core concepts and theories, while workshops will deconstruct these ideas through real-world examples and collaborative exercises. You’ll engage with key issues like brand damage, rejuvenation, and the impact of emerging technologies such as AI and influencer marketing.

The module also fosters critical thinking, teamwork, and leadership skills. You’ll learn to analyse brands strategically, communicate effectively with professionals, and navigate branding challenges in various contexts. By the end of the course, you’ll understand the critical role of brand strategy in shaping businesses and society and be equipped to develop innovative and sustainable branding solutions in a competitive, ever-evolving market.

This module equips you with the knowledge and skills needed to navigate the unique dynamics of business-to-business (B2B) markets. Unlike B2C markets, B2B environments require a deep understanding of complex buying behaviours, strategic relationships, and tailored communication strategies. This course offers a comprehensive exploration of these key aspects, providing you with the tools to excel in a B2B marketing context.

You’ll learn to analyse business markets, develop responsible business strategies, and align marketing processes with digital technologies. Core topics include market segmentation, value propositions, global market dynamics, and integrating traditional and digital communication channels. The module emphasises practical skills such as negotiation, strategic planning, and leveraging networks to create competitive advantage.

Through interactive workshops and applied learning, you’ll develop the ability to synthesise diverse data sources, apply theoretical concepts in professional scenarios, and critically evaluate emerging trends and technologies. You’ll also enhance your leadership, teamwork, and communication skills with opportunities to present work outcomes professionally across various formats.

By the end of this module, you’ll have a holistic understanding of B2B markets and the tools to design and implement effective marketing strategies. You’ll be prepared to assess competitive landscapes, craft responsible business strategies, and apply innovative communication techniques, positioning yourself as a future-ready professional in the B2B marketing field.

This module explores the critical role of international retail marketing in the global distribution of products and services. By examining the interplay between globalisation, digitalisation, sustainability, and retail firm internationalisation, you’ll gain insights into how retailers succeed—or fail—in dynamic global markets. Through a mix of theoretical frameworks and practical applications, this course prepares you to navigate the complexities of retail marketing at the strategic level.

You’ll delve into four key themes:

• the internationalization of retail firms,
• globalisation and de-globalisation of markets,
• the digital transformation of retailing, and
• sustainability in supply chains.

Topics include market selection, entry strategies, balancing offline and online operations, and adapting to shifting consumer and regulatory demands. These themes provide a comprehensive understanding of the forces shaping international retailing today.

The module also emphasises critical skills such as report writing, data analysis, and synthesising information to make strategic recommendations. You’ll conduct market selection activities, assess international marketing practices, and evaluate the tensions between globalisation and localised approaches.

By the end of this module, you’ll be able to critically analyse international retail marketing processes, assess the factors that influence success in global markets, and apply your knowledge to solve complex management challenges. Equipped with these skills, you’ll be ready to lead in the evolving world of international retail marketing.

This module challenges you to critically evaluate the complex relationship between marketing and society, encouraging you to reflect on the broader impacts of marketing on culture, consumer behaviour, and sustainability. By examining contemporary issues such as environmental concerns, consumerism, and ethical marketing practices, you’ll gain the tools to critique and reimagine marketing’s role in addressing societal challenges.

Throughout the course, you’ll explore key topics, including the influence of neoliberal culture, the connection between consumerism and happiness, ethical considerations in marketing to vulnerable groups, and the societal impacts of fast fashion and monopolies. Discussions will also cover counterculture, celebrity culture, and the sharing economy, providing a comprehensive view of how marketing both shapes and is shaped by society.

This module emphasises critical thinking, ethical reasoning, and interdisciplinary perspectives. Through case studies, provocative discussions, and interactive workshops, you’ll develop the ability to analyse marketing practices, predict future societal trends, and approach complex ethical dilemmas with confidence.

By the end of the module, you’ll have enhanced your analytical and communication skills, deepened your understanding of marketing’s societal impact, and cultivated a more reflexive, ethical mindset. This knowledge will prepare you to navigate and influence the evolving role of marketing in shaping a sustainable and equitable future.