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Postgraduate Courses 2017/18

Marketing - MSc



Gain insight into the different activities that make up the marketing mix and other essential communication strategies. This Marketing MSc helps you understand the many challenges and opportunities that organisations face today and provide you with the skills to apply your knowledge to real world marketing challenges.

As technology has evolved and consumer needs and wants have changed, organisations once dominant in their industries have faltered (eg, Nokia, Yellow Pages, Kodak or Sony). Now, organisations which were lesser known have prospered and come to dominate the markets they serve (think Google, Tata or Huawei). More recently, even the mighty Apple has come under increased threat from competitors who have arguably understood customer needs better and provided customers with superior value.

This Master’s is for business and management graduates as well as non-business graduates who wish to enhance their marketing knowledge and expertise. It covers all aspects of marketing, equipping the modern marketing manager with the necessary tools for a successful career.

The programme place great emphasis on socially responsible marketing and the role of marketing within society. You learn from an internationally recognised team of marketing and business thinkers who are experts in their areas, and you are encouraged to pursue your own development with marketing expertise and real world skills that are in demand.

Graduates may go on to choose a career in consumer or business to business marketing. You will be equipped to work in a variety of marketing functions including marketing analytics, marketing communications, sales and brand management, in public and private sectors, NGOs, consultancies and across a diverse range of sectors and industries.


The Chartered Institute of Marketing (CIM) is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners. Kent Business School has joined forces with CIM to give students the opportunity to gain professional qualifications through CIM Graduate Gateway. CIM qualifications are highly sought after by employers, and map alongside the Marketing MSc degree, ensuring you are equipped with the best opportunities for a successful marketing career.

Funding opportunities

The Business School has a wide range of funding opportunities for postgraduate students, which include Scholarships, Bursaries, the Double Loyalty Scheme for University of Kent undergraduates and the KBS Early Bird Scheme. The Early Bird equates to a 10% discount on tuition fees.

For more information on funding available from the University of Kent, please visit the Student Funding page.

About Kent Business School

Kent Business School has over 25 years’ experience delivering business education. Our portfolio of postgraduate programmes demonstrates the breadth and depth of our expertise. Academic research and links with global business inform our teaching, ensuring a curriculum that is relevant and current. We are ranked as a top 30 UK business school for the standard of our teaching and student satisfaction. We also hold a number of accreditations by professional bodies.

Studying at Kent Business School (KBS) gives you the opportunity to increase your employability with real-life case studies, a student council and a business society. We have strong links to local and national organisations providing opportunities for projects, internships and graduate placements. The School attracts many high-profile speakers from industry and last year included visits and lectures from staff of the Bank of England, BAE Systems, Barclays, Lloyds Insurance, Cummins, Delphi and Kent County Council.

The School currently has 60 PhD students, who form a dynamic and close-knit research community.

National ratings

In the Research Excellence Framework (REF) 2014, we were placed 25th (out of 101 institutions) in the UK for research intensity in business and management studies and 98% of our research was judged to be of international quality. The School’s environment was judged to be conducive to supporting the development of research of international excellence.

The School was also ranked 24th for its breadth and depth of research across the whole community of research active staff by the Association of Business Schools.

Course structure


The course structure provides a sample of the modules available for this programme. This listing is based on the current curriculum and may change year to year in response to new curriculum developments and innovation.  Most programmes require you to study a combination of compulsory and optional modules. You may also have the option to take ‘wild’ modules from other programmes offered by the University in order that you may explore other subject areas of interest to you or that may further enhance your employability.

Please check the module content for suitability if you have significant prior knowledge or experience of marketing.

CB9065 - Buyer Decision Making (15 credits)

• Introduction to Buying behaviour

• Decision Making Theories

• Motivation and Involvement

• Learning Theories and Perception

• Attitude Theories and Consumption

• Segmentation, Targeting, and Positioning

• Organizational Buying Behaviour

• Impression Management

• Affect, Perceived Risk and Buying Behaviour

Credits: 15 credits (7.5 ECTS credits).

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CB9066 - Applied marketing research (15 credits)

The module content will include:

• What is marketing research

• Buyers and sellers in the research process

• The marketing research industry

• Qualitative and quantitative techniques in marketing research

• Secondary data and marketing intelligence

• Observational techniques in marketing research

• Experiments and test marketing

• Questionnaire design and implementation

• Cross cultural issues in marketing research

• Communicating marketing research results

Credits: 15 credits (7.5 ECTS credits).

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CB933 - Marketing (15 credits)

The module content will include:

* Marketing planning

* The market: understanding and analysing the marketing environment

* Segmentation, targeting and positioning

* Marketing research

* Understanding customers and buyer behaviour

* The organisation: marketing strategy and ethics

* The marketing mix (goods and services)

* New product development

* Marketing communications

* Pricing

* Marketing channels

* Contemporary issues in marketing

Credits: 15 credits (7.5 ECTS credits).

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CB935 - Organisational Behaviour and Human Resource Management (15 credits)

• Introduction to OB and HRM

• Strategic HRM

• Performance Management

• Strategic Recruitment and Selection

• Diversity and Equal Opportunity in the Workplace

• Organisational Culture and International HRM

• Reward Management

• Learning and Training at Work

Credits: 15 credits (7.5 ECTS credits).

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CB937 - Financial and Management Accounting (15 credits)

The module content will include:

• The nature and purpose of accounting and its management interface

• Concepts underpinning accounting systems and financial statements

• The construction of the primary financial statements and their interpretation and evaluation

• The regulatory framework of financial reporting

• Corporate governance

• The cash cycle and its management.

• Classification and behaviour of costs

• Short-term decision techniques

• Costing systems and costing for overhead expenditure

• Budgeting and the budgetary process

• Accounting control information

• Investment appraisal

• Responsibility accounting systems and performance appraisal measures, including the Balanced score card.

Credits: 15 credits (7.5 ECTS credits).

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CB952 - Integrated Marketing Communications (15 credits)

The module content will include:

* The communications process

* Advertising

* Strategy and media planning

* Image, brand management and packaging

* Direct marketing

* Digital and interactive media

* Sales promotion, merchandising and point of sale

* Public relations and corporate identity

* Exhibitions, trade shows, product placement and sponsorship

* Personal selling and sales management

Credits: 15 credits (7.5 ECTS credits).

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CB953 - International Marketing Strategy (15 credits)

This module will combine lectures and seminars to present, transfer, discuss and summarise international marketing concepts and frameworks. Specifically the module will cover the following topics:

1) Analysis of socio-economic and cultural conditions in international markets

2) Marketing research and intelligence

3) Identification of International segments and niche markets

4) Alternative international market entry methods

5) Corporate and business ethics in international contexts

6) International marketing mix strategies

Credits: 15 credits (7.5 ECTS credits).

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CB9067 - Digital Marketing (15 credits)

• The digital marketing environment;

• Enabling technologies for digital marketing;

• Website design, implementation and analysis;

• Social media;

• Customers in the Internet age: knowing, reaching & retaining the customer;

• Network effects and versioning; Internet marketing strategy;

• Loyalty, Customer Relationship Management and Data Mining;

• Brands in the Internet age;

• Data protection, privacy and legal issues;

• Digital marketing and globalisation

In a rapidly changing area it is important not to be too specific, or the course module might risk failing to reflect current trends in the area.

Credits: 15 credits (7.5 ECTS credits).

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CB900 - Corporate Responsibility and Globalisation (15 credits)

Business failures in the global financial sector, and the subsequent repercussions for a range of different groups, not just shareholders, have put the spotlight on the role of business and the behaviour of managers. Is business just responsible for maximising profit for its owners, or does it have responsibilities to other groups? This raises a number of difficult questions; which groups? responsible for what? And if so, how to discharge these responsibilities?

The Globalisation and Corporate Responsibility module has three main aims:

• To develop critical thought, insight and debate regarding the changing role of business in today’s society.

• To broaden your views on the role of business in society.

• To provide you with the tools, skills and knowledge to manage responsibly.

The nature of the topic is constantly changing and evolving; therefore the module will be

subject to continual refinement according to developments in industry, government and academia. Specific issues to be covered will include:

• Definitions of Corporate Responsibility

• The Role of Business and Society

• Theories of Corporate Responsibility

• Ethics Theory

• Business Ethics and Corporate Governance

• Areas of Corporate Responsibility

• Firm Level Responses

• Social Accounting

• Criticisms of Corporate Responsibility

• Social Entrepreneurship

Credits: 15 credits (7.5 ECTS credits).

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CB9087 - Models for Decision Making (15 credits)

A synopsis of the curriculum

This module focusses on the nature and importance of business and management modelling in practice and looks at how to use modern quantitative techniques and tools to analyse managerial problems.

Topics may include:

* Analysing complex decisions: How to determine optimal strategies in situations involving several decision alternatives.

* The use of statistical models in practice such as forecasting and regression

* The applications of suitable management science models for Marketing, Finance and Production management, among others.

* Transportation and Networks Design: Transportation systems, Assignment problem, Shortest Route (e.g., ambulance service routing), Maximum Flow (e.g., shipping), Minimum Spanning Tree (computer/telephone networks).

* Managing Complex Projects: Planning large projects, Resource scheduling, Cost scheduling.

* Material management and inventory control (e.g., how much to order and when to order decisions). Modelling waiting lines in practice (e.g., commercial/transportation service systems).

Credits: 15 credits (7.5 ECTS credits).

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CB9068 - Marketing Report (45 credits)

• Conducting research in marketing

• Identification of marketing management issues and relevant research objectives

• Preparation of a research proposal

• Preparation of a marketing report

• Literature reviews

• Marketing and business research methodologies

• Data collection and interpretation

• Structuring and writing a marketing and management report

• Communication of findings from the marketing report

• Ethics in the research process

Credits: 45 credits (22.5 ECTS credits).

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Teaching and Assessment

The programme involves a taught and a project component. The taught programme is assessed by a mixture of coursework assignments throughout the year, and by examinations in May and June.

Once these are completed, students then work full time on the Marketing Report. This provides an opportunity to apply the techniques and insights presented in the programme and apply them to a particular problem area.

Programme aims

This programme aims to:

  • provide a pre-experience Master’s programme, and develop specialist skills and knowledge in marketing and management, for those wishing to pursue a career in marketing and/or management
  • educate individuals as managers and marketing specialists and thus improve the quality of marketing and management as a profession, through a multi-disciplinary approach to understanding markets and consumers
  • provide preparation for and/or development of a career in marketing and/or management by developing skills at a professional or equivalent level, or as preparation for research or further study in the area
  • add value to first degrees by developing in students an integrated and critically aware understanding of marketing and management within a wide range of organisations, and assist them to take effective roles within such organisations
  • develop students’ knowledge and understanding of a variety of organisations, and the external context in which they operate
  • develop the ability of individuals to critically apply marketing and management theories in a range of different contexts, through the development of cognitive, critical and intellectual skills, research skills and relevant personal and interpersonal skills
  • enhance the development of lifelong learning skills to foster students’ abilities to be able to work with self-direction and originality and to contribute to business and society at large
  • bring the scholarly and critical insights of the Social Sciences to bear on the subjects, activities and processes associated with marketing and management within organisations
  • provide teaching and learning opportunities that are informed by high-quality research and scholarship, from within the Kent Business School and elsewhere.
  • build on the University's close ties with European institutions
  • support sustainable national and regional economic success and an understanding of international marketing and management practices.

Learning outcomes

Knowledge and understanding

You develop knowledge and understanding of:

  • the impact of contextual forces on organisations including: ethical, economic, environmental, social and technological change issues; international developments
  • markets and customers: the development and operation of markets for ideas, goods, services and experiences; expectations of customers and other stakeholders; marketing orientation
  • the concepts, processes and institutions in the production and marketing of goods and/or services
  • theoretical and applied perspectives of marketing management
  • the use of relevant traditional and non-traditional approaches (ie, new media) to communicating with customers and other stakeholders in a global environment, to fulfil organisational objectives
  • the use of relevant information technologies for application in marketing management, within a global environment, to fulfil organisational objectives
  • the use of a range of marketing and business research methods/techniques (qualitative and quantitative), and an understanding of the situations in which they should be used, for providing marketers and managers with information to make more informed decisions
  • the development of appropriate marketing strategies within a changing context to meet stakeholder interests
  • the financing of the business enterprise or other forms of organisations; sources, uses and management of finance and financial reporting applications
  • the management and development of people within organisations; organisational theory, behaviour; industrial/employee relations
  • a range of contemporary and pervasive issues which may change over time. Illustrative examples include: innovation, creativity and enterprise, e-commerce, cause related marketing, sustainability, business ethics, values and norms, globalisation.

Intellectual skills

You gain intellectual skills in:

  • critical thinking and creativity; managing creative processes in yourself and others; organising thoughts; analysis, synthesis, critical appraisal - this includes the capability to identify assumptions, evaluate statements in terms of evidence, detect false logic or reasoning, identify implicit values, define terms adequately and generalise appropriately
  • the ability to select, organise develop and synthesise complex material
  • the analytic skills necessary for the analysis of problems and the identification of appropriate solutions
  • application of a systematic approach to situation analysis
  • the ability to plan, work and study independently and to use resources in a way that reflects best current practice and anticipated future practice
  • the integrative capability to communicate and co-ordinate or eventually lead a team of multifunctional specialists.

Subject-specific skills

You develop subject-specific skills in:

  • problem solving and decision making; establishing criteria; using appropriate decision techniques including identifying, formulating and solving marketing and management problems; the ability to create, identify and evaluate options relevant to marketers and policymakers; the ability to implement and review decisions
  • numeracy and quantitative skills, including the use of models of business and marketing situations; qualitative research skills
  • ethical and value management: recognising ethical situations, applying ethical and organisational values to situations and choices that are of relevance to marketing and management
  • the ability to conduct research into marketing and management issues
  • the ability to identify, find, record, organise and manipulate knowledge relevant to the development, management and marketing or organisations.

Transferable skills

You gain transferable skills in:

  • information and knowledge; scanning and organising data; abstracting meaning from information and sharing knowledge
  • effective use of communication and information technology
  • two-way communication: listening, negotiating and persuading or influencing others; oral and written communication, using a range of media, including the preparation of business reports
  • personal effectiveness: self-awareness and self-management; time management; sensitivity to diversity in people and in different situations; the ability to continue learning
  • effective performance within a team environment and the ability to recognise and utilise others’ contributions in group processes.


You gain much more than an academic qualification when you graduate from Kent Business School – we enhance your student experience and accelerate your career prospects.

In today’s business climate employers are increasingly demanding more from new employees, we are therefore proud that they continually target our graduates for their organisations across the globe. Employers respect our robust teaching and reputation for delivering international business expertise, leading global research and an outstanding international learning experience.

From the moment you start with us, our efforts are focused on helping you gain the knowledge, skills and experience you need to thrive in an increasingly competitive workplace.

Professional recognition

Kent Business School have partnered with the Chartered Institute of Marketing (CIM), the leading professional body for marketers worldwide, to give you the unique opportunity to gain highly sought after CIM qualifications alongside the MSc in Marketing through their Graduate Gateway.

Kent Business School is a member of the European Foundation for Management Development (EFMD) and the Chartered Association of Business Schools (CABS); and the Kent MBA is an Association of MBAs (AMBA) accredited programme. In addition, KBS have accreditations with The Chartered Institute of Personnel and Development (CIPD) and The Chartered Institute of Logistics and Transport (CILT).

KBS is a signatory of the United Nation's Principles for Responsible Management Education (PRME), which provides a global network for academic institutions to advance corporate sustainability and social responsibility.

Study support

Postgraduate resources

Kent Business School occupies a purpose-designed building consisting of executive learning facilities with wireless provision throughout. Each postgraduate student is assigned a specific member of academic staff who acts as your first point of contact throughout your studies. There is a lively postgraduate community at the School, with plenty of space to relax and interact with your fellow students and our academic staff.

An international focus

Kent Business School has more than 60 internationally recognised academics from 22 different countries. Most of our teaching faculty are involved with researching the latest issues in business and management, working with organisations to provide new insight for business leaders and policymakers. Their knowledge and findings feed into the programmes to ensure they are both cutting-edge and globally relevant.

Worldwide partnerships

Kent Business School has close links with: ifs (Institute of Financial Services); dunnhumby, who partners the Consumer Insight Service in the Centre for Value Chain Research; Hong Kong Baptist University, with whom we offer a joint Master’s programme in Operational Research and Finance Business Statistics; University of Castellanza (Italy); Audencia Nantes Business School (France); Aarhus School of Business and Social Sciences (Denmark); Universiti Teknologi Malaysia; University of Ingolstadt, Bayern (Germany); City University of Hong Kong; Renmin University of China, School of Business.

Dynamic publishing culture

Staff publish regularly and widely in journals, conference proceedings and books. Among others, they have recently contributed to: Critical Perspectives on Accounting; Quantitative Finance; Human Resource Management Journal; Journal of Product Innovation Management; European Journal of Operational Research; and Psychology & Marketing.

Global Skills Award

All students registered for a taught Master's programme are eligible to apply for a place on our Global Skills Award Programme. The programme is designed to broaden your understanding of global issues and current affairs as well as to develop personal skills which will enhance your employability.  

Entry requirements

Students who wish to apply for a higher degree should have a good honours degree from the UK or equivalent internationally recognised qualification. Consideration will be given to those applicants holding a good second class honours degree.

Applicants without an honours degree may also be considered on the basis of work experience, professional qualifications and the relevance of the programme to their current professional role.

General entry requirements

Please also see our general entry requirements.

English language entry requirements

For detailed information see our English language requirements web pages. 

Please note that if you are required to meet an English language condition, we offer a number of pre-sessional courses in English for Academic Purposes through Kent International Pathways.

Research areas

Research activities at Kent Business School are broadly organised into six areas;

Research in our Marketing group cuts across four main domains including, marketing strategy and performance; product development and innovation; buyer behaviour; and the management of supply (value) chains and market delivery systems. Projects cover a wide range of themes ranging from the marketing department’s influence on organisational performance, determinants of marketing innovation, brand and product development success, and pricing, advertising and distribution effectiveness, to marketing information/decision-support systems utilisation, value co-creation by open innovation, and consumer evaluation and processing of product communications.

The group has a long tradition in its sectoral focus on the food industry which has complemented its aim of promoting empirical, international and interdisciplinary research to enhance marketing theory and practice. Ongoing and future projects will continue to extend its sectoral foci to emerging market economies, high-technology and new (social and digital) media environments. In addition, the group’s empirical and policy-oriented work is supported by the strong links with industry and an international network of research partners.

Staff research interests

Full details of staff research interests can be found on the School's website.

Dr Xuemei Bian: Senior Lecturer in Marketing

Consumer studies; consumption behaviour (cognitive process and emotional process); branding and brand management.


Dr Marian Garcia: Reader in Agri-Environmental Economics

Crowdsourcing; open innovation; online communities; co-creation; value creation; food industry; innovation performance; customer-valuefocused innovation.


Dr Suraksha Gupta: Senior Lecturer in Marketing

Corporate Brand Management, Reseller Network, Relationship Marketing, Business Sustainability, Bottom of the Pyramid


Dr Tao Huang: Lecturer in Marketing

Diversity Management, Race and gender equality, highly-skilled immigrants, Talent Management.


Dr Des Laffey: Senior Lecturer in e-Commerce

Search engines; comparison websites; social media; online gambling; new venture creation.


Dr Ben Lowe: Reader in Marketing

Consumer behaviour; pricing; reference price; innovation acceptance; innovation; water consumption; virtual health communities; nutrition labelling.


Dr Dan Petrovici: Senior Lecturer in Marketing

Marketing communications (advertising, product placement, sponsorship), cross-cultural marketing (validation of marketing models across cultures) and consumer behaviour (consumer processing of health-related information, behavioural change, interactions between advertising, personal values and pester power).


Enquire or order a prospectus



Admissions enquiries

T: +44 (0)1227 827272


Subject enquiries

T: +44 (0)1227 827726

F: +44 (0)1227 761187

E: kbsadmissions@kent.ac.uk

School website


The 2017/18 annual tuition fees for this programme are:

Marketing - MSc at Canterbury:
UK/EU Overseas
Full-time £10130 £16240
Part-time £5070 £8120

For students continuing on this programme fees will increase year on year by no more than RPI + 3% in each academic year of study except where regulated.* If you are uncertain about your fee status please contact information@kent.ac.uk

The University of Kent makes every effort to ensure that the information contained in its publicity materials is fair and accurate and to provide educational services as described. However, the courses, services and other matters may be subject to change. Full details of our terms and conditions can be found at: www.kent.ac.uk/termsandconditions.

*Where fees are regulated (such as by the Department of Business Innovation and Skills or Research Council UK) they will be increased up to the allowable level.

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