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 provides you with the skills to apply your knowledge to real world marketing challenges.
The student body is so diverse that it creates a welcoming and accepting community.
A good honours degree (minimum 2:2) from the UK or an equivalent internationally recognised qualification.
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. Please note that international fee-paying students cannot undertake a part-time programme due to visa restrictions.
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.
For detailed information see our English language requirements web pages.
Applicants who are required to meet an English language condition may be able to study a pre-sessional course in English for Academic Purposes through Kent International Pathways.
Duration: 1 year full-time, 2 years part-time
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.
For students who wish to enhance their employability further, this programme offers the opportunity to undertake work experience in the UK or overseas, through the option to undertake the programme with an additional industrial placement. Placements are self-sought and can range from an additional 12 to 50 weeks. This would extend the normal 12 month Masters programme to a maximum of 24 months.
The School offers support to those students seeking the industrial placement option, through extra-curricular engagement with our dedicated placements team. Our dedicated placement team can help you gain a suitable paid position and provide support throughout your placement. Students considering this option should be aware that they will be required to successfully complete all stage 1 modules and that there may be additional costs for students in terms of visa extensions, Immigration Health Surcharge (IHS) and accommodation, for example.
- Innovation Management (e.g. innovation typologies / degrees of innovation, models of innovation and innovation management)
- Innovation Systems (e.g. people, leadership and organisation structures for innovation)
- Innovation Performance (e.g. determining how innovative an organization is)
- New Product Development (e.g. how to define and quickly implement concepts for new products, services and process)
Buyer Decision Making has its theoretical underpinning in a number of disciplines emanating from the social sciences, psychology and also economics. We will explore how complex the decision making process can be, how we learn, and what factors influence behaviour, such as situational, personal, societal, cultural and psychological. We will examine individual versus group/organization decision making.
- 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
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.
- 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
- 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 content is as follows
- 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.
- 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
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.
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
This module focuses 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).
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
- 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
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.
This programme aims to:
You develop knowledge and understanding of:
You gain intellectual skills in:
You develop subject-specific skills in:
You gain transferable skills in:
The 2021/22 annual tuition fees for this programme 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
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 Complete University Guide 2020, the University of Kent was ranked in the top 10 for research intensity. This is a measure of the proportion of staff involved in high-quality research in the university.
Please see the University League Tables 2020 for more information.
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.
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.
Full details of staff research interests can be found on the School's website.
Open Innovation, Crowdsourcing and Online Communities, Social Media for Innovation and User Collaboration, Diversity of R&D teams.View Profile
Social media, online gambling, search engines, comparison websites and new venture creation.View Profile
Consumer behaviour and adoption of innovations, Introductory pricing and promotional strategies, Pioneer Advantage, Social Marketing, Autonomous vehicles and automated technologies.View Profile
Marketing communications, cross-cultural marketing and consumer behaviour.View Profile
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.
Graduates have gone on to work for companies including, Deloitte, Fujitsu Services Ltd, Pace Capital, Ciry Sprint, J.P Morgan & Chase and BP.
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 has accredited programmes with the following professional bodies:
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.
Kent Business School occupies The Sibson Building, a vibrant new campus destination. The state-of-the-art building includes dedicated postgraduate and IT suites, academic and research workspaces, three lecture theatres and social learning spaces.
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.
Kent’s libraries offer over a million books, periodicals and journals, as well as subject-specific librarians to help you find the information you need. We also offer excellent teaching facilities with tailor-made specialist resources and access to a range of software packages used in quantitative analysis and finance.
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.
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.
Staff publish regularly and widely in journals, conference proceedings and books. Among others, they have recently contributed to: Journal of International Financial Markets, Institutions and Money; International Journal of Finance & Economics; Journal of Banking and Finance; European Journal of Operational Research; Review of Quantitative Finance and Accounting; Journal of Economic Dynamics and Control; European Journal of Finance; Journal of Asset Management; International Review of Financial Analysis.
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.