MSc — 2026 entry Strategic Marketing

During the module, students consider, discuss, and evaluate concepts, models, digital tools and processes that are necessary for gaining sustainable competitive advantage in the marketplace. Emphasis is placed upon identifying key strategic issues, competitive positioning and strategy formulation. Marketing strategies are examined with a particular focus on environmental analysis, segmentation, targeting, positioning (STP) and strategic marketing planning.

Sustainable marketing plays a vital role in promoting sustainability values within businesses which is of paramount importance in todays world such as environmental considerations, human welfare and responsible consumption. The module provides an understanding and critical assessment of the theoretical concepts of sustainable marketing and their application to real marketing cases to enable students to become informed marketing managers.

Services drive the modern economy, shaping how we communicate, travel, manage finances, receive healthcare, and conduct business¿accounting for over three-quarters of GDP and employment in most developed countries. Mastering the marketing and management of services as unique, exceptional experiences is essential for service companies seeking to thrive in a competitive landscape. This module equips students with advanced knowledge and expertise on services marketing, customer experience management, and relationship marketing. It also introduces cutting-edge topics, including the transformative role of digital technologies, the imperative of building responsible and ethical service organizations, and the strategic management of service platforms and ecosystems.Through a combination of rigorous theoretical principles and applied learning, students will analyse real-world case studies, use AI-enabled tools and apply consultancy-based workbooks to develop critical thinking and analytical skills and make strategic and impactful decisions. By the end of the module, students will have acquired the knowledge and hands-on skills needed to design and manage exceptional service experiences, harness digital technologies for service innovation, and build responsible service organisations, preparing them to become strategic service leaders in their future careers.

The main aim of this module is to get students ready for conducting professional and academic (dissertation) research. Whereas all stages of a research process are covered in this module, the clear focus is on conducting qualitative and quantitative studies to support marketing decisions in response to business opportunities or problems. More specifically, this module offers the relevant framework for making the informed marketing decisions. The module is organized around the stages of a marketing research project (e.g. problem definition, design, data collection, data analysis, and documentation). The course will be of particular value for students planning careers in marketing research and marketing consulting.

This module provides students practical and theoretical knowledge of International Marketing in contexts, operations, and strategies. It aims to develop students’ critical thinking and ability to apply and adapt theories to cases in international marketing.

Consumer Behaviour is evident in everyday life, therefore knowledge and understanding of this subject can be beneficial to personal decision-making as well as to marketing and strategy formulation, both in offline and online environments. The module Perspectives on Consumer Behaviour deals with a range of theoretical, practical techniques in understanding and researching consumer consumption behaviour and how such an understanding can be used to create successful and viable marketing strategies. This module gives students the opportunity to explore theories and leading-edge research findings and apply knowledge by conducting small group discussion and/or activities. Thus, reflective, and critical applications of relevant behavioural, cognitive, and socio-cultural approaches to consumption are discussed.

The main aim of this module is to get students ready for conducting professional and academic (dissertation) research. Whereas all stages of a research process are covered in this module, the clear focus is on conducting qualitative and quantitative studies to support marketing decisions in response to business opportunities or problems. More specifically, this module offers the relevant framework for making the informed marketing decisions. The module is organized around the stages of a marketing research project (e.g. problem definition, design, data collection, data analysis, and documentation). The course will be of particular value for students planning careers in marketing research and marketing consulting.

The dissertation is compulsory to all the three MSc Marketing programmes; International Marketing (IM), Strategic Management (SM) and Digital Marketing (DM). This module provides an opportunity for a sustained period of independent study and research. It allows students to concentrate on marketing and retail topics that are of particular interest to them. It also gives an opportunity for students to work independently with individual supervisors. The dissertation follows the standard academic pattern of identifying a topic arising from a gap in the literature and developing a methodology to explore this area in depth. The module will be run by the Marketing Department, and as such the students will have the opportunity to work in a smaller group and will receive better feedback and personal attention, thus enhancing student satisfaction and increasing progress in learning and understanding.

During the module, students consider, discuss, and evaluate concepts, models, digital tools and processes that are necessary for gaining sustainable competitive advantage in the marketplace. Emphasis is placed upon identifying key strategic issues, competitive positioning and strategy formulation. Marketing strategies are examined with a particular focus on environmental analysis, segmentation, targeting, positioning (STP) and strategic marketing planning.

Sustainable marketing plays a vital role in promoting sustainability values within businesses which is of paramount importance in todays world such as environmental considerations, human welfare and responsible consumption. The module provides an understanding and critical assessment of the theoretical concepts of sustainable marketing and their application to real marketing cases to enable students to become informed marketing managers.

Services drive the modern economy, shaping how we communicate, travel, manage finances, receive healthcare, and conduct business¿accounting for over three-quarters of GDP and employment in most developed countries. Mastering the marketing and management of services as unique, exceptional experiences is essential for service companies seeking to thrive in a competitive landscape. This module equips students with advanced knowledge and expertise on services marketing, customer experience management, and relationship marketing. It also introduces cutting-edge topics, including the transformative role of digital technologies, the imperative of building responsible and ethical service organizations, and the strategic management of service platforms and ecosystems.Through a combination of rigorous theoretical principles and applied learning, students will analyse real-world case studies, use AI-enabled tools and apply consultancy-based workbooks to develop critical thinking and analytical skills and make strategic and impactful decisions. By the end of the module, students will have acquired the knowledge and hands-on skills needed to design and manage exceptional service experiences, harness digital technologies for service innovation, and build responsible service organisations, preparing them to become strategic service leaders in their future careers.

The main aim of this module is to get students ready for conducting professional and academic (dissertation) research. Whereas all stages of a research process are covered in this module, the clear focus is on conducting qualitative and quantitative studies to support marketing decisions in response to business opportunities or problems. More specifically, this module offers the relevant framework for making the informed marketing decisions. The module is organized around the stages of a marketing research project (e.g. problem definition, design, data collection, data analysis, and documentation). The course will be of particular value for students planning careers in marketing research and marketing consulting.

This module provides students practical and theoretical knowledge of International Marketing in contexts, operations, and strategies. It aims to develop students’ critical thinking and ability to apply and adapt theories to cases in international marketing.

Consumer Behaviour is evident in everyday life, therefore knowledge and understanding of this subject can be beneficial to personal decision-making as well as to marketing and strategy formulation, both in offline and online environments. The module Perspectives on Consumer Behaviour deals with a range of theoretical, practical techniques in understanding and researching consumer consumption behaviour and how such an understanding can be used to create successful and viable marketing strategies. This module gives students the opportunity to explore theories and leading-edge research findings and apply knowledge by conducting small group discussion and/or activities. Thus, reflective, and critical applications of relevant behavioural, cognitive, and socio-cultural approaches to consumption are discussed.

The module is available as an alternative to the Placement module offered on the MSc programme that a student is enrolled in. The Study Abroad module supports students’ academic, personal and professional development as global citizens preparing for a borderless career that requires cross-cultural awareness, ability to collaborate with international partners and navigate different business systems and complex international work arrangements. The Study Abroad module is concerned with holistic academic and non-academic learning. Additionally, the module aims to enable students to evidence and evaluate their study abroad experiences and transfer that learning to other situations.

Services drive the modern economy, shaping how we communicate, travel, manage finances, receive healthcare, and conduct business¿accounting for over three-quarters of GDP and employment in most developed countries. Mastering the marketing and management of services as unique, exceptional experiences is essential for service companies seeking to thrive in a competitive landscape. This module equips students with advanced knowledge and expertise on services marketing, customer experience management, and relationship marketing. It also introduces cutting-edge topics, including the transformative role of digital technologies, the imperative of building responsible and ethical service organizations, and the strategic management of service platforms and ecosystems.Through a combination of rigorous theoretical principles and applied learning, students will analyse real-world case studies, use AI-enabled tools and apply consultancy-based workbooks to develop critical thinking and analytical skills and make strategic and impactful decisions. By the end of the module, students will have acquired the knowledge and hands-on skills needed to design and manage exceptional service experiences, harness digital technologies for service innovation, and build responsible service organisations, preparing them to become strategic service leaders in their future careers.

During the module, students consider, discuss, and evaluate concepts, models, digital tools and processes that are necessary for gaining sustainable competitive advantage in the marketplace. Emphasis is placed upon identifying key strategic issues, competitive positioning and strategy formulation. Marketing strategies are examined with a particular focus on environmental analysis, segmentation, targeting, positioning (STP) and strategic marketing planning.

This module provides students practical and theoretical knowledge of International Marketing in contexts, operations, and strategies. It aims to develop students’ critical thinking and ability to apply and adapt theories to cases in international marketing.

Consumer Behaviour is evident in everyday life, therefore knowledge and understanding of this subject can be beneficial to personal decision-making as well as to marketing and strategy formulation, both in offline and online environments. The module Perspectives on Consumer Behaviour deals with a range of theoretical, practical techniques in understanding and researching consumer consumption behaviour and how such an understanding can be used to create successful and viable marketing strategies. This module gives students the opportunity to explore theories and leading-edge research findings and apply knowledge by conducting small group discussion and/or activities. Thus, reflective, and critical applications of relevant behavioural, cognitive, and socio-cultural approaches to consumption are discussed.

Sustainable marketing plays a vital role in promoting sustainability values within businesses which is of paramount importance in todays world such as environmental considerations, human welfare and responsible consumption. The module provides an understanding and critical assessment of the theoretical concepts of sustainable marketing and their application to real marketing cases to enable students to become informed marketing managers.

The main aim of this module is to get students ready for conducting professional and academic (dissertation) research. Whereas all stages of a research process are covered in this module, the clear focus is on conducting qualitative and quantitative studies to support marketing decisions in response to business opportunities or problems. More specifically, this module offers the relevant framework for making the informed marketing decisions. The module is organized around the stages of a marketing research project (e.g. problem definition, design, data collection, data analysis, and documentation). The course will be of particular value for students planning careers in marketing research and marketing consulting.

The dissertation is compulsory to all the three MSc Marketing programmes; International Marketing (IM), Strategic Management (SM) and Digital Marketing (DM). This module provides an opportunity for a sustained period of independent study and research. It allows students to concentrate on marketing and retail topics that are of particular interest to them. It also gives an opportunity for students to work independently with individual supervisors. The dissertation follows the standard academic pattern of identifying a topic arising from a gap in the literature and developing a methodology to explore this area in depth. The module will be run by the Marketing Department, and as such the students will have the opportunity to work in a smaller group and will receive better feedback and personal attention, thus enhancing student satisfaction and increasing progress in learning and understanding.