MSc Marketing Management

Applicants should usually hold a Bachelors degree (UK 2.2 or above) or equivalent qualification from a recognised British/overseas university.

English language requirements

IELTS minimum overall: 6.5

IELTS minimum by component: 6.0

All fees are subject to increase or review for subsequent academic years. Please note that not all visa routes permit part-time study and overseas students entering the UK on a Tier 4 visa will not be permitted to study on a part-time basis.

Compulsory Modules

• Marketing
• Entrepreneurship and Creativity
• Financial Management
• Marketing Communication
• Marketing Research
• Relationship Marketing
• Research Methods
• Dissertation
• Optional Modules

Consumer Behaviour

• E-business
• Innovation Management
• Strategy
• Technology-enabled Marketing

Module Overview

Financial management, marketing and research methods are all key areas of understanding for a career in marketing management. They are shared across all the MSc programmes and you will find yourself in large lecture classes with an interesting mix of students from a wide range of management interests and expertise. This offers you the opportunity to get to know students from across the Surrey Business School.

Creativity is a key skill for marketers and so you will join MSc Entrepreneurship students for the module Entrepreneurship and Creativity in the first semester. This is a key distinctive for the Surrey MSc in Marketing Management and will introduce all students to a fascinating and highly relevant management skillset.

Seminars are also offered, and attendance is highly recommended; in these you will work in groups of approximately 25 students, all from the Marketing Management programme. You will study marketing communications alongside those students studying for the MSc in International Marketing Management, and so the lecture classes will be somewhat smaller; seminar classes are again highly recommended. A specialist module, open to students on this programme, is Relationship Marketing. This will therefore feature smaller lecture classes.

In the second semester you have the opportunity to select one of your modules from five: Consumer Behaviour; E-business; Strategy; Innovation Management; and Technology-enabled Marketing.

Each module assumes significant amounts of study time in addition to the nine-week lecture programme and the four to nine weeks of seminars offered per module.

The final element is an independent piece of original research into a topic of your choice, within the broad field of marketing management. The length is 20,000 words and it is supervised by a member of staff from the research-active lecturers in the Surrey Business School, many of whom have international reputations.

Module Summary

This programme consists of seven compulsory modules and one optional module from a choice of five, plus a dissertation.

Compulsory Modules

• Marketing
• Entrepreneurship and Creativity
• Financial Management
• Marketing Communication
• Marketing Research
• Relationship Marketing
• Research Methods
• Dissertation

Optional Modules

• Consumer Behaviour
• E-business
• Innovation Management
• Strategy
• Technology-enabled Marketing

Compulsory Modules

Financial Management

This module provides the conceptual foundations for understanding, analysing and interpreting financial information. You will learn how to apply accounting principles and financial theory to decision-making in modern business organisations. Module content includes the financial environment, corporate governance and analysis of the prime financial statements.

Marketing

This module provides a comprehensive framework for understanding marketing. Integrating theoretical concepts and models with practical application, you will explore the contribution that marketing can make to successful businesses. Theory and case studies are used to analyse environmental conditions, marketplace trends, marketing strategy, marketing planning and the growing influence of technology.

Marketing Communication

You are introduced to the concepts, issues, theory and practice of marketing communications (marcoms) and integrated marketing communications (IMC). This provides an understanding of how marketing communications work in practice, taking into account the context (domestic or international), culture and market characteristics.

Research Methods

This module covers the fundamentals of research practice. It introduces the process of research project formulation and the key elements of research design, namely the choice of unit of analysis, measurement, methods of data collection, and data analysis. Ultimately, the module prepares you to design and execute your research study for your dissertation in a systematic and scientific manner.

Entrepreneurship and Creativity

Entrepreneurship is a widely used but little understood concept. You will be introduced to the various theories of entrepreneurship and their roles and functions, as well as the factors affecting its development.

Marketing Research

This module covers the critical aspects of marketing research theory and practice to support and improve marketing management practice in an international context. Module content includes quantitative research, questionnaire design, measurement and scaling, internet research, fieldwork and international market research.

Relationship Marketing

Relationship marketing (RM), including customer relationship management (CRM), is a very current topic in marketing. Module content includes case studies, alliances and partnerships, capture of data, database management and the role of customer service and quality in RM.

Optional Modules

Consumer Behaviour

Consumer behaviour is evident in everyday life and a knowledge and understanding of this subject is beneficial to marketing and strategy formulation. The lectures will focus on behavioural concepts, appropriate research techniques and recent research findings to enhance your understanding of how consumers choose products. Recent trends in consumer behaviour applied to services are also incorporated.

E-business

This module provides a comprehensive framework for understanding the contextual, strategic and operational issues of e-business. It will also develop your ability to link theory with practice. The module identifies contextual influences and industry developments, mapping various business models and analysing how the electronic platform can transform businesses.

Strategy

This module will appeal to you if you are considering a career in business consultancy or in key managerial roles within a broad spectrum of industries. It is intended to provide you with a holistic understanding of the most relevant theoretical approaches to strategy formulation, implementation and control, in the context of either a single-business or a multi–business organisation.

Technology-enabled Marketing

This module provides a comprehensive framework for understanding the contextual, strategic and operational issues involved in the application of ICT to marketing (including databases, the web and mobile technologies). Theory is applied to the analysis of environmental conditions, marketplace trends, marketing technologies, progressive changes in online practice, current developments and future prospects.

Innovation Management

Innovation has become a core element of competitive strategies in business environments defined as ‘hypercompetitive’. Given the increase in its strategic relevance, this module is intended to provide you with the knowledge and skills to manage innovation at the operational and strategic levels within the context of the firm’s internal and external business environments

The Surrey Business School is accredited by the Association to Advance Collegiate Schools of Business (AACSB). This programme has been approved and accredited by the Chartered Institute of Marketing (CIM) to meet the qualification criterion for the Chartered Postgraduate Diploma in Marketing; please note that  marketing management experience is also required.