Marketing - MSc

The way we do marketing is changing rapidly - want to be part of the revolution?

Our CIM-accredited MSc in Marketing equips students with up-to-date detailed theoretical knowledge alongside relevant practical experience enabling them to run successful marketing campaigns for any business, in any part of the world, today.

Overview

Do you aspire to become an expert in the ever-changing area of modern marketing?

As a Kent Business School student studying MSc Marketing get ready to learn all there is to know about the marketing mix from the digital landscape to the foundational ideas of strategy and consumer market trends.

Taught by an exciting range of academics, many of whom are published experts in their field, you will develop a varied understanding of relevant theories and methodologies and develop practical skills through consultancy work with real businesses, to build relevant skills required to work as a successful modern marketer.

Our MSc Marketing degree programme

Studying Marketing get ready to critically evaluate and apply important topics in the field such as market research and trends in consumer behaviour alongside product development and digital marketing. This flexible course also allows you to cherry pick optional modules that suit your skillset and career goals, including exciting areas such as corporate responsibility, responsible marketing and project management.

You will also have access to our ASPIRE centre, a purpose built entrepreneurial lab where you can develop, plan and launch your own start up business.

Our Marketing graduates leave the university with the skillset and contacts to pursue a sought-after career within the sector with a wide range of well-known and successful businesses and organisations.

I feel confident applying the knowledge that I have obtained in class in a real-life professional environment.

~ Stefan Chilingirov MSc Marketing, 2018.

Gain a competitive edge: industrial placement

Industrial placements are the perfect way for you to enhance your career prospects and deepen your understanding of your specific area of expertise. You will have the opportunity to put taught skills into practise and develop a network of industry professionals.

With the option to undertake the programme with an industrial placement this course offers you the opportunity to gain work experience in the UK or overseas. 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 an industrial placement, 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.

Students wishing to undertake the optional industrial placement will be required to successfully complete all stage 1 and 2 modules. The Industrial Placement is assessed by the completion of the Industrial Placement Report.

What’s next?

If you want to learn more visit the Kent website where you can register for open events, take a virtual tour and explore our world.

If you have any further questions regarding the course or the application process please contact kbsadmissions@kent.ac.uk

You can apply for this postgraduate course online. Before you apply please check our information on how to apply and the documentation required to process your application.

About Kent Business School

Our School is proud to be in the top 1% of business schools globally to hold accreditations from three large business organisations:

Our programmes offer world-class business education enabling transformative learning experiences built around the School’s fundamental values of sustainable innovation and responsible management practice. Our students are at the heart of all considerations and through engaging teaching, world-class research, professional partnerships and an international community, we create an exciting atmosphere in which to learn and thrive.

All of our programmes at Kent Business School address the challenges of modern global business and we aim to meet industry demands of producing quality graduates by ensuring we unlock our students’ potential, expand their thinking and nurture their talent.

Accreditation

This course is accredited by the Chartered Institute of Marketing (CIM)

Entry requirements

Smiling female postgraduate student
You are more than your grades

For 2021, 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.

Entry requirements

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. 

International students

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.

English language entry requirements

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. 

Need help with English?

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.

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Course structure

Duration: 1 year full-time, 2 years part-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.

Modules

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.

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

This module introduces students to core theories on innovation management and new product development. It is based around understanding how firms manage innovation and how this can be achieved by adopting a management perspective. 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)

Find out more about BUSN9027

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.

Find out more about BUSN9065

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

Find out more about BUSN9066

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

Find out more about BUSN9090

The module will serve to provide students with an overview of the scope and expectations of a Research project at MSc-level. It will examine the ethical challenges of doing empirical research in the 21st century, and prepare students for carrying out an independent piece of research within a given timeframe. If the research project requires ethical research approval, an application will be submitted to the School research ethics committee.

Find out more about BUSN9197

Topics are:

- 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

Find out more about BUSN9330

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

Find out more about BUSN9370

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

• 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

• The implications of digital marketing communications are included in the above topics

Find out more about BUSN9520

Optional modules may include

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

Find out more about BUSN9000

The module aims to equip students with the knowledge to participate in the digital marketing efforts of organisations.

Topics are:

- 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

Find out more about BUSN9067

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).

Find out more about BUSN9087

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.

Find out more about BUSN9146

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.

Find out more about BUSN9173

Compulsory modules currently include

This module will enable students to write a high quality Marketing Report on a marketing and/or business related issue which both supports their immediate career objectives and satisfies the examination requirements first time.

Indicative topics are:

• Conducting research in marketing

• Identification of marketing management issues and relevant research objectives

• 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

Find out more about BUSN9068

Teaching and assessment

Teaching

We use a variety of teaching methods, including:

  • lectures
  • small group seminars
  • group projects
  • presentations
  • expert speakers
  • company visits
  • computer-based workshops.

Classroom-based learning is supported by the latest online technologies and learning platforms.

Assessment

Your progress on this course is assessed through a variety of means, including:

  • essays
  • presentations
  • reports
  • projects 
  • computer based quizzes.

Fees

The 2022/23 annual tuition fees have not yet been set. As a guide only the 2021/2022 fees for this course were:

  • Home full-time £11100
  • EU full-time £15400
  • International full-time £20500
  • Home part-time £5550
  • EU part-time N/A
  • International part-time N/A

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 information@kent.ac.uk.

Your fee status

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.

Additional costs

General additional costs

Find out more about general additional costs that you may pay when studying at Kent. 

Funding

Search our scholarships finder for possible funding opportunities. You may find it helpful to look at both:

We have a range of subject-specific awards and scholarships for academic, sporting and musical achievement.

Search scholarships

The Complete University Guide

In The Complete University Guide 2021, 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 2021 for more information.

Complete University Guide Research Intensity

Independent rankings

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

Research areas

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:

  • How can innovation that enables sustainable long-term economic growth be created and supported?
  • How can sustainable business practices improve environmental and social conditions?

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.

Research groups

Accounting

Specialising in public-sector critical accounting and accounting history.

Finance

Looking into a wide array of financial issues from derivatives pricing to real-estate modelling.

Management Science

Innovating in wide-ranging topics such as operational research and systems thinking.

Marketing

Studying issues surrounding consumer behaviours, product development and maintaining value supply chains among others.

People, Management and Organisation

Specialising in improving human resource management, organisational behaviour and leadership.

Strategy and International Business

Helping in the development of innovative business strategies for business all over the world.

Research centres

Centre for Logistics and Heuristic Optimisation

Helping companies to solve complex strategic, tactical and operational problems.

Centre of Productivity and Workplace Performance

Contribute to the productivity debate and drive improvements at all levels; from the national economic output, to changes in the ways SME’s operate.

Centre for Quantitative Finance

Providing quantitative analysis of issues in the financial markets for businesses and policy makers.

TIME

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.

Careers

Successfully KBS graduates: graduate destinations

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:

  • Facebook
  • Mazda UK
  • Amazon Web Services
  • Merkle
  • Zalando.

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.

Embedded employability: developing career-enhancing skills

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.

Ongoing support: help finding a job

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.

Study support

A friendly and supportive environment

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.

State of-the-art facilities

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.

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.

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.  

Apply now

Learn more about the applications process or begin your application by clicking on a link below.

Once started, you can save and return to your application at any time.

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Admissions enquiries

Telephone: +44 (0)1227 827726

Fax: +44 (0)1227 761187

Email: kbsadmissions@kent.ac.uk

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T: +44 (0)1227 823254
E: internationalstudent@kent.ac.uk

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