MSc Marketing

Gain the strategic and practical marketing skills to help businesses and organisations succeed. Fit your postgraduate studies around your life to keep your career on track.
  • via Kings College London
  • Program Fee: £19,260

Course Overview

In the public, private, and not-for-profit sectors, marketing is now recognised as fundamental to general management decision-making and is widely considered a critical business function. Developing essential marketing skills can make you pivotal to strategic decision-making. These skills include informing and leading on markets, driving strategy and income, managing customers, and monitoring competitors.

As a result, this fully online MSc in Marketing can prepare you for a broad range of marketing, management, and consulting careers. You’ll be equipped to negotiate the challenges of highly competitive global markets. This includes leading activities ranging from marketing, brand, and communications to business development and operations management.

Course details

Mode:100% online
Length:2 years, part time
Fees: £19,260
Start dates: 23 September 2024
Next welcome week:27 May 2024
Next start date: 23 September 2024
Application deadline:May 2024 (date TBC)

How you're assessed

Assessments are designed to test your knowledge, understanding, and critical awareness of the topics discussed during the course. They also evaluate your ability to analyse and apply specialist knowledge to practice.

What are the entry requirements?

A minimum high 2:1 undergraduate Bachelor’s (honours) degree in a social science-related area with a final mark of at least 65% or above in the UK marking scheme. If you are still studying, you should be achieving an average of at least 65% or above in the UK marking scheme.

Please note that if you have a lower degree classification, or a degree in an unrelated subject, your application may be considered if you can demonstrate significant relevant work experience or offer a related graduate qualification (such as a Masters or PGDip).

English Language Requirements

English language band: B 

To study at King’s, it is essential that you can communicate in English effectively in an academic environment. You’re usually required to provide certification of your competence in English before starting your studies.

Nationals of majority English speaking countries (as defined by the UKVI) who have permanently resided in this country are not usually required to complete an additional English language test. This is also the case for applicants who have successfully completed:

  • An undergraduate degree (at least three years duration) within five years of the course start date.
  • A postgraduate taught degree (at least one year) within five years of the course start date.
  • A PhD in a majority English-speaking country (as defined by the UKVI) within five years of the course start date.

For information on our English language requirements and whether you need to complete an English language test, please see our English Language requirements page.

Personal statement and supporting information

Depending on your previous qualifications, you may need to submit a personal statement and a reference letter as part of your application.

You’ll need to submit a copy (or copies) of your official academic transcript(s), showing the subjects studied and marks obtained. If you have already completed your degree, copies of your official degree certificate will also be required. Applicants with academic documents issued in a language other than English, will need to submit both the original and official translation of their documents.

You’ll need to submit your CV as part of your application to highlight your experience.

Course modules

This module aims to develop your global marketing mindset. It provides a deeper understanding of marketing issues and challenges, such as cultural dynamics or different market entry methods, and their impact internationally. Learning from theory and contemporary practice, you’ll explore how to analyse international marketing challenges.

This includes understanding the information needed for effective decisions and the marketing strategies to tackle them effectively. In doing so, we cover aspects such as global segmentation and positioning, marketing communications, retailing, and logistics.

Develop a critical understanding of the fundamental marketing principles, concepts, and practices. Exploring the marketing frameworks used to identify and solve marketing problems, you will develop a deeper understanding of customers and competitors. You’ll examine market forces and the social, economic, political, and technological dimensions which affect marketing decisions around product, price, place, and promotion.

Drawn from research in marketing psychology, this module is focused on customers; their behaviour in different settings, and how this guides marketing strategies and practices. It provides an overview of core consumer and buyer behaviour theories. It also explores the role and influence of culture on consumers’ and buyers’ decision-making, perception, learning, memory, attitudes, and persuasion. You will also consider ethical implications of marketing strategy and practice, from misleading claims or false advertising to misusing consumer data.

This module covers the wide range of marketing activities geared towards marketing products or services to organisational buyers. It offers insight into the core differences and similarities between business to business (B2B) marketing and business to consumer (B2C) environments.

You will look at how to identify business customer needs, then develop and creatively promote products or services which address those unmet needs in an effective and efficient way. You will also consider the ways in which marketers balance customer demand and company profitability.

Sustainability and ethics are now considered some of the most critical aspects of doing business; they can positively or negatively influence the brand and reputation of organisations. In this module, you will examine the current developments in sustainability and ethics and reflect on the role of the marketer. Looking at case studies of companies that have embarked on a sustainable and ethical journey, you will learn about the challenges of changing behaviour and how to motivate organisational behavioural change.

Studying digital marketing from a consumer behaviour perspective, this module explores the impact of and latest developments within digital marketing technologies. You will consider how digital technology can influence consumer/buyer relationships with brands or firms, evaluating the advantages and limitations of various tactics, from content and email marketing to web optimisation and analytics, to marketing strategy.

This module aims to provide a comprehensive introduction to marketing strategy and planning. You will develop the advanced conceptual and practical skills needed to successfully develop a professional strategic marketing plan. Topics include: marketing strategy, analysis and perspectives; environmental analysis, market information and intelligence; strategic marketing decisions and choices; segmentation, targeting and positioning strategies; branding strategies; relationship strategies; product innovation and development strategies; strategy implementation, control and metrics.

Successful businesses rely on market research to supply the marketing intelligence required to understand the effectiveness of the current marketing mix and explore and identify new marketplace opportunities. The objective of this core module is to equip you with the skills and knowledge to conduct effective marketing research, as well as interpret and use the marketing research of others to aid decision-making. You will consider how to develop actionable marketing research through the definition of marketing research problems, information gathering, data analysis, report writing, and presentation.

Introducing the fundamental principles, concepts and practices of brand management, this module views brands and branding from a managerial and a consumer perspective. Topics include: an introduction to brands and brand in context; brand purpose, identity, and positioning; building and measuring brand equity; integrating brand communications; brand architecture and leveraging equity; and managing brands over time.

In this module, you will learn how to use marketing analytics to analyse, visualise, and interpret customer data from various sources, such as surveys, transaction data, company-internal data, and data from social media platforms. You will review and gain practical experience using some of the typical software packages available. In doing so, you will gain a deeper understanding of how various marketing analytical techniques, tools, metrics, and data sources can be used to address fundamental challenges marketing managers face today in the age of Big Data.

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