Sofia Mondragon Ruiz - Marketing MSc
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Are you an innovative thinker with aspirations to become an expert in the ever-changing area of modern marketing?
Marketing is a rapidly evolving sector and a core part of every business and organisation. Marketers are responsible for planning and overseeing campaigns to promote brands, products and services while monitoring trends and responding to results.
MSc Marketing at Kent Business School is delivered by academic experts and co-developed by industry leaders using the latest research and industry experience. On the course, you learn cutting edge material on the marketing mix from the digital landscape to the foundational ideas of strategy and consumer market trends. You also develop practical skills through industry speakers, workshops, and the option to undertake an Industrial Placement.
You'll learn a range of vital topics to furnish expertise in marketing, including strategy, consumer behaviour, finance management, innovation and new product development and marketing across cultures. You will end your Master's with a detailed report, applying your expertise as a marketeer.
I feel confident applying the knowledge that I have obtained in class in a real-life professional environment.
~ Stefan Chilingirov MSc Marketing, 2020
This course is accredited by the Chartered Institute of Marketing (CIM)
You are more than your grades
For 2022, in response to the challenges caused by Covid-19 we will consider applicants either holding or projected a 2:2. This response is part of our flexible approach to admissions whereby we consider each student and their personal circumstances. If you have any questions, please get in touch.
A minimum of a second-class UK degree in any subject, or an equivalent internationally recognised qualification, is accepted for this course.
All applicants are considered on an individual basis and those 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.
All applicants are considered on an individual basis and additional qualifications, professional qualifications and relevant experience may also be taken into account when considering applications.
Please see our International Student website for entry requirements by country and other relevant information. Due to visa restrictions, students who require a student visa to study cannot study part-time unless undertaking a distance or blended-learning programme with no on-campus provision.
The University requires all non-native speakers of English to reach a minimum standard of proficiency in written and spoken English before beginning a postgraduate degree. Certain subjects require a higher level.
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.
Duration: 1 year full-time
This programme consists of 7 compulsory modules and 5 optional modules in Stage 1 with Stage 2 consisting of a piece of Marketing research.
Stage 1 aims to provide you with a range of topics to furnish expertise in marketing, covering areas including strategy, consumer behaviour, finance management, innovation and new product development and marketing across cultures.
Stage 2 consists of one piece of research. This allows you to apply the knowledge and skills developed throughout Stage 1, practically.
The MSc Marketing programme is available with an optional industrial placement, which will require you to complete the Industrial placement Report.
The following modules are indicative of those offered on this programme. This list is based on the current curriculum and may change year to year in response to new curriculum developments and innovation. Most programmes will require you to study a combination of compulsory and optional modules. You may also have the option to take modules from other programmes so that you may customise your programme and explore other subject areas that interest you.
Compulsory modules currently include
Optional modules may include
Compulsory modules currently include
This module advances students' knowledge on core innovation management theories and new product development practice. It is based around understanding of the nature of sustainable innovation and ability to identify the relevance and potential for sustainable innovation in value-creating, consumer-driven businesses. Indicative topics may include:
a) Innovation Management (e.g. innovation typologies / degrees of innovation, models of innovation and innovation management),
b) Innovation Systems (e.g. people, leadership and organisation structures for innovation),
c) Innovation Performance (e.g. determining how innovative an organisation is),
d) New Product Development (e.g. how to define and quickly implement concepts for new products, services and processes)
According to the traditional marketing concept, the Consumer is at the heart of all marketing activities. Thus, how consumers and organisations buy, own, consume and dispose of products, brands, marketplace communities, and experiences is the heart of marketing. Consumption is researched by a diverse array of disciplines including economics, anthropology, psychology, sociology and cultural studies, (human) geography, history and linguistics and political science. This interdisciplinarity has brought great depth and complexity to marketing's understanding of consumption.
Although the focus of this module is consumer behaviour, organisational behaviour will also be explored. Students will develop an understanding of how theories relating to consumer and organisation decision-making, and buyer behaviour inform marketing practice. There will be an emphasis on (i) a micro-level analysis, which relates to more immediate or individual aspects of Consumer and organisational buying behaviour; and (ii) the macro-level, relating to how the broader environment and cultural issues influence consumption.
This module provides an overview of key topics within the domain of marketing research and will provide students the platform to understand the importance and use of information for making marketing decisions. While this module will cover concepts in marketing research, its focus will be on i) providing students with an understanding of how marketing research fits into the contemporary marketing framework, and ii) understanding and interpreting the use of marketing research information and tools for the purposes of understanding information use.
Indicative topics may 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
This module will combine lectures and seminars to present, transfer, discuss and summarise intercultural marketing concepts and frameworks. Indicative topics are:
• Analysis of cultural conditions in global markets
• Cross-cultural Marketing research
• Identification of International segments and niche markets
• Executing marketing mix strategies across different cultures
• Consumer Behaviour across cultures
• Making ethical decisions across cultures
Employers are in search for individuals who possess logical thinking, analytical capability, leadership, communication and the ability to work under pressure. This module develops the necessary research knowledge and skills for students to be able to successfully complete a piece of research in industry or consultancy contexts or academia.
Indicative topics are:
• Choosing the topic of interest and literature review
• Research process and Ethics in in business research
• Choosing your research design
• Preparing the research proposal
• Communicating the Research
- 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
- Marketing channels
- Contemporary issues in marketing
The module provides a basic understanding of how accounting information can be used to interpret the financial position and performance of a business in an international scenario. It will also develop key skills in relation to how accounting information can inform planning and control decisions in multinational companies. The key principles and international standards upon which financial accounting is based and the form and content of the main financial statements prepared by different types of businesses, with a focus on public limited companies will be studied. The importance of corporate governance in modern businesses and the financial situation and performance of a global corporation by means of ratio analysis will be analysed as well as the importance of cost information for decision making purposes. This module covers the key internationally recognised management accounting techniques that modern businesses use for short-term and long-term decision making.
Indicative areas of the syllabus include:
• Concepts underpinning accounting systems and financial statements
• The construction of the primary financial statements and their interpretation and evaluation
• Classification and behaviour of costs and their use in short-term and long-term decision making
• Responsibility accounting systems and performance appraisal measures, including the balanced scorecard and budgeting
The module examines the main methods of marketing communications. Strengths and weakness of marketing communications channels will be analysed as well as their suitability and effectiveness. The module systematically evaluates the principles, methods and strategies of marketing communications. The role of message content, format and source will be discussed as well as psychological processes involved in consumers' processing of and response to advertising. The module will discuss how different marketing communications platforms can be combined to reach specific objectives.
Indicative topics are:
• The communications process
• 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
• The implications of digital marketing communications are included in the above topics
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?
This 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.
Indicative topics are:
• 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
The module aims to equip students with the knowledge to participate in the digital marketing efforts of organisations.
- 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
The aim of this highly practical module is to give students an intensive grounding in analytics modelling and hands-on experience in using industry-standard spreadsheet software (Microsoft Excel®) to structure, analyse and solve a variety of problems encountered in business and management.
Students will learn how to build practical analytics models using descriptive analytics techniques to visualise and interpret data; predictive analytics techniques to predict future outcomes and trends; and prescriptive analytics techniques, such as optimisation and decision analysis, to support decision making in complex situations.
Students will be exposed to a variety of case studies that will prepare them to be data-driven managers and executives capable of utilising analytics for business value creation. Practical demonstrations will include examples in finance (e.g., optimal investment strategies, portfolio optimisation), human resources (e.g., staff scheduling, workforce planning, employee performance management), marketing (e.g., product development, customer classification, marketing campaigns optimisation), supply chain management (e.g., optimal transport routing, production scheduling) and project management (e.g., task scheduling, resource planning, project completion time optimisation).
This module introduces students to the area of global value chain (GVC) and its implications for different types of business enterprises (multinational enterprises (MNEs), suppliers, small, large), with a special focus on key theoretical and empirical academic publications as well as available datasets. GVCs are transforming the nature of trade, and it has brought both opportunities and challenges for business enterprises around the world. Such an understanding of GVCs is vital for managers to develop optimal relationships with their value chains partners, adapt to changing business circumstances, and make responsible decisions.
In today's competitive and global economy, companies are turning to project management to consistently deliver business results. Increased number of international and complex projects brings with it a growing demand for project management specialists, according to Project Management Institute (PMI). This module introduces the principles and practice of project management in a global context. The module aims to:
Equip you with project management tools, techniques and management issues, focusing on key challenges that arise from managing complex projects, such as with regards to project time, quality and cost, resource constraints, stakeholder analysis, cultural diversity and teamwork.
Analyse contemporary project management issues and employ a range of established and innovative methodologies for adequate project plan, execution and control;
Critically analyse risks in projects, develop sustainable contingency plans and demonstrate ability to set reasonable and achievable deadlines and milestones across different project tasks with due consideration to economic, social, and environmental aspects surrounding a project.
Under the guidance of a subject specialist (an allocated supervisor) this module involves the identification of a complex and substantive marketing problem which can be framed within relevant academic literature. The identified problem and subsequent research questions will enable students to collect and analyse primary and/or secondary data, to develop well thought out arguments along with supportable conclusions and recommendations. This module concludes the MSc Marketing studies and enables the acquisition of research-led skills essential for any future marketing expert.
There are two options for the marketing report: a consultancy report (which looks at a firm and/or industry problem) as well as a traditional academic report – a dissertation.
We use a variety of teaching methods, including:
Classroom-based learning is supported by the latest online technologies and learning platforms.
Your progress on this course is assessed through a variety of means, including:
The 2022/23 UK fees for this course are:
For details of when and how to pay fees and charges, please see our Student Finance Guide.
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 email@example.com.
The University will assess your fee status as part of the application process. If you are uncertain about your fee status you may wish to seek advice from UKCISA before applying.
Find out more about general additional costs that you may pay when studying at Kent.
Search our scholarships finder for possible funding opportunities. You may find it helpful to look at both:
In the Research Excellence Framework (REF) 2021, 80% of our research was deemed ‘world-leading’ or ‘internationally excellent’. The school’s environment was judged to be conducive to supporting the development of high calibre research.
Kent Business School is a research-led business school. Our research strategy is developed around the core theme of sustainable innovation which cuts across the entire School. This theme can be seen as being divided into two sub-strands of research aimed at answering these main questions:
Kent Business School advances knowledge through constant promotion and support of innovative research. We have an impact on wider society through extensive collaborations with external partners which range from other academic institutions to a variety of local, national and international businesses as well as the NHS. Within this wider context, our main strategic aim has been geared towards establishing ourselves as a leading institution for research in sustainable innovation.
Kent Business School is a global leader in research and develops a wide portfolio of research related activities including workshops, conferences and research seminar series. This has led to a large number of international collaborations and to over 200 co-authored papers with international partners.
Specialising in public-sector critical accounting and accounting history.
Looking into a wide array of financial issues from derivatives pricing to real-estate modelling.
Innovating in wide-ranging topics such as operational research and systems thinking.
Studying issues surrounding consumer behaviours, product development and maintaining value supply chains among others.
Specialising in improving human resource management, organisational behaviour and leadership.
Helping in the development of innovative business strategies for business all over the world.
Helping companies to solve complex strategic, tactical and operational problems.
Contribute to the productivity debate and drive improvements at all levels; from the national economic output, to changes in the ways SME’s operate.
Providing quantitative analysis of issues in the financial markets for businesses and policy makers.
Helping both academics and practitioners tackle the challenges emerging from the rapid development of new digital technologies
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.
Full details of staff research interests can be found on the School's website.
Our Marketing graduates find work in consumer or business-to-business marketing, in a variety of marketing functions including marketing analytics, marketing communications, sales and brand management.
Companies that graduates have found work in, include:
Many of our students also stay local and find job opportunities regionally in small and medium firms or even set-up their own businesses as well-equipped entrepreneurs.
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.
Kent Business School has an excellent international reputation and good links with businesses locally and globally. Our qualified careers practitioners provide support to all business postgraduate students for up to three years after graduation.
In addition, Careers and Employability Service at the University provide a comprehensive package of skills development training programmes, careers advice, volunteering and paid work opportunities to enhance your career prospects.
Kent Business School has a lively and active postgraduate community, brought about in part by our strong research culture and by the close interaction between our staff and students. Staff publish regularly and widely in journals, conference proceedings and books and embed their research in their teaching.
Taught students have regular contact with their course and module conveners with staff on hand to answer any questions and to provide helpful and constructive feedback on submitted work.
The Business School has an active and inclusive extra-curricular academic and social scene with guest lectures, talks and workshops organised by our academic staff, research centres and the ASPIRE team. You can catch up with our most recent Open for Business Seminar Series.
The award-winning Sibson Building is Kent Business School's home on our Canterbury campus. This vibrant, state-of-the-art structure includes lecture theatres, seminar rooms, dedicated MBA, PhD and IT suites as well as social and breakout areas to fully enhance your learning experience.
Kent’s libraries offer over a million books, periodicals and journals, and we have subject-specific librarians to help you to secure access to the information you need.
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.
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.