MSc — 2026 entry Strategic Marketing
Whether you see yourself in a creative, client-facing, analytical or practical marketing role, our CIM-accredited MSc Strategic Marketing programme is designed to help you build the skills and confidence to shape effective marketing strategies in competitive environments. You’ll learn how to understand customers, respond to market trends and make decisions that help brands stand out and compete in a changing marketplace.
5,972+ people have created a bespoke digital prospectus
Why choose
this course?
- In a data-driven marketing world, strategic thinking is needed to set you apart. This course will help you develop the knowledge and skills to make informed marketing decisions in today’s dynamic marketing world and create strategies that drive value creation and business performance.
- Build strategic and analytical skills in omnichannel business environments, while developing a practical understanding of contemporary marketing principles. Through a focus on ‘learning by doing’, you’ll gain the experience and attributes that businesses are looking for.
- Prepare for leadership roles such as brand director, marketing strategy manager, or chief marketing officer, where success depends on aligning marketing with corporate objectives and delivering measurable business value.
- This programme is accredited by the Chartered Institute of Marketing (CIM), which means you may be eligible for exemptions from selected modules if you choose to pursue further CIM qualifications.
- You will develop as an agile, entrepreneurial marketing professional, equipped to become a valuable asset to future employers. You’ll also have opportunities to grow your innovative mindset beyond the classroom within the Surrey Hatchery, our start-up hub.
- As a strategic marketing masters student, you’ll be based in Surrey Business School and be part of a vibrant community, focused on improving business practice and creating a sustainable and positive change.
We’re preparing you for the future by integrating AI into every course, building digital skills, confidence and creativity that employers value in tomorrow’s workplace.
Statistics
91%
Of our Surrey Business School graduates go on to employment or further study within 15 months of graduating (Graduate Outcomes 2025, HESA)
Top 100 in the world
For business administration and for management in the ShanghaiRanking's Global Ranking of Academic Subjects 2025
Accreditation
What you will study
At Surrey Business School, we emphasise innovation and leadership, and provide an in-depth and hands-on approach to teaching. Our MSc Strategic Marketing builds on the established research strengths and teaching capabilities of our academics in the discipline of Strategy, Marketing and International Business, which will equip you with the attributes, ways of thinking and behaviour of a contemporary marketing professional and strategist.
You will learn advanced analytics techniques adopted by the leading organisations to assess and manage customer service experience.
We’ll bring out your creativity and problem-solving abilities and develop your skills as a successful marketer. We’ll teach you the ‘ins’ and ‘outs’ of marketing strategies, processes and techniques. You’ll also learn about customer experience management, marketing strategy, brand communications, marketing research, and customer-facing functions.
You’ll study a range of core concepts from other management disciplines, including global strategy and sustainability. You can tailor our course to suit your career aspirations by choosing from distinctive optional modules, covering different topics such as marketing analytics, retailing and more.
Professional recognition
MSc - Association to Advance Collegiate Schools of Business (AACSB)
Accredited by the Association to Advance Collegiate Schools of Business (AACSB).
MSc - Chartered Institute of Marketing (CIM)
Accredited by The Chartered Institute of Marketing (CIM) for the purpose of gaining CIM qualifications through the Graduate Gateway.
Add Chartered Institute of Marketing (CIM) qualifications to your masters
Our course is accredited by the Chartered Institute of Marketing. If you want to enrol with the Chartered Institute of Marketing as an affiliate, you can study CIM qualifications without having to complete all the modules. For most CIM qualifications, you'll only need to take two assessments instead of the usual three. Therefore, you'll add an individual additional award to supplement your degree. There is a fee to join CIM.
You'll study our course for two semesters. There is also a dissertation module on the pathways.
The structure of our programmes follows clear educational aims that are tailored to each programme. These are all outlined in the programme specifications which include further details such as the learning outcomes:
Modules
Modules listed are indicative, reflecting the information available at the time of publication. Modules are subject to teaching availability, student demand, and/or class size caps.
The University operates a credit framework for all taught courses based on a 15-credit tariff, meaning all modules are comprised of multiples of 15 credits.
Course options
Year 1
Semester 1
Compulsory
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.
View full module detailsSustainable 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.
View full module detailsServices drive the modern economy, shaping how we communicate, travel, manage finances, receive healthcare, and conduct business. Mastering the marketing and management of services as unique, exceptional experiences is essential for service companies seeking to thrive in a competitive landscape and deliver value. 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 organisations, and the strategic management of superior customer journeys.Through a combination of rigorous theoretical principles and applied learning, students will analyse real-world case studies of service industries, use practical tools and apply consultancy-based principles to develop critical thinking and analytical skills and make impactful decisions. By the end of the module, students will have acquired the knowledge and hands-on skills needed to design and manage superior experiences, harness digital technologies for service innovation, and build responsible organisations, preparing them to become strategic leaders in their future careers.
View full module detailsThe 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.
View full module detailsSemester 2
Compulsory
This module provides students with practical and theoretical knowledge of Digital Integrated Marketing Communications in contexts, operations, and strategies. It aims to develop students¿ critical thinking and ability to apply and adapt theories to cases in international marketing settings. This module deepens your understanding of how to communicate as a marketer. You will:Extend marketing¿communications theories and frameworks and apply them to real business casesExamine how a brand¿s strategic goals shape its marketing communicationsExplore methods for assessing the target audience of marketing messagesLearn how to design messages that influence customers, using recent research and practice examples to understand how specific message elements should be integrated and evaluatedInvestigate additional message tactics for persuading customers, including the psychological processes and message formulations that can lead to both rational and irrational decisionsConsider the likely consequences of new and emerging media for marketing communications
View full module detailsIn an increasingly globalised business and business environment, it is necessary for management students to learn how to strategies internationally viable global strategies. This module covers a variety of topics such as global strategic analysis, global strategy formulation, and global strategy execution. Strategy-related subjects shape at least half of the contents in this programme.
View full module detailsConsumer 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.
View full module detailsThe 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.
View full module detailsOptional
Social media marketing is an emerging and rapidly developing discipline with substantive changes periodically occurring in industry and academic research. While much of social media marketing is focused on the promotional mix, it also is used for customer care, research and more. The field has shifted from one focused on the influence of individual consumers in social channels to one including bots, AI, and influencers. This module provides students with both academic (theories and concepts) and practical grounding underlying strategic decisions for the use of social media for marketing and the implications of the emerging developments in the area. Discussions, study cases and examples will bring these theories to life.
View full module detailsInternationalisation is a very substantive feature of the retail industry, with implications for retail competition, retailer strategy, retail development, digitalisation and supply chain management among other issues. A considerable and growing body of academic and practitioner literature surrounds this issue. It highlights some of the potential complexities and enduring challenges of retailing in an international environment and provides a valuable body of knowledge to inform future international marketing managers and retail marketing managers.
View full module detailsThis module is designed to help students develop the social and professional skills required to work effectively in complex organisational settings. Students will explore how the ¿self¿ is managed in professional contexts, how to negotiate, how to navigate challenging social situations, and how to build relationships with key stakeholders. Rather than engaging with these skills only at a theoretical level, the module adopts an immersive and practice-based approach. Students will work in small teams as student consultants on a live project challenge with an external organisation. Together, they will critically analyse a genuine workplace problem and develop creative, evidence-informed solutions. The module encourages students to reflect critically on their own social behaviours, communication style, and assumptions, enabling them to understand how they influence others and how others respond to them. Through a combination of theoretical lectures, applied workshops, and live consultancy work, students will develop practical experience, enhanced self-awareness, and increased confidence in applying their skills within professional contexts.
View full module detailsSemester 1 & 2
Optional
The dissertation is optional 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.
View full module detailsIn this module, you will step into the role of a marketing consultant, applying advanced strategic and marketing frameworks to solve real business challenges. Working with a pre-vetted industry partner, you will diagnose a live marketing problem, conduct market and consumer analysis, and develop actionable recommendations supported by taught content that builds your consultancy skills. You will learn to manage client relationships, present insights persuasively, and reflect critically on your professional practice. By the end, you will have produced a portfolio-ready consultancy output and strengthened your employability through authentic business engagement.
View full module detailsOptional modules for Year 1 (full-time) - FHEQ Level 7
For further information regarding programme structure and module selection, please refer to the course catalogue.
Year 1
Semester 1
Compulsory
Services drive the modern economy, shaping how we communicate, travel, manage finances, receive healthcare, and conduct business. Mastering the marketing and management of services as unique, exceptional experiences is essential for service companies seeking to thrive in a competitive landscape and deliver value. 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 organisations, and the strategic management of superior customer journeys.Through a combination of rigorous theoretical principles and applied learning, students will analyse real-world case studies of service industries, use practical tools and apply consultancy-based principles to develop critical thinking and analytical skills and make impactful decisions. By the end of the module, students will have acquired the knowledge and hands-on skills needed to design and manage superior experiences, harness digital technologies for service innovation, and build responsible organisations, preparing them to become strategic leaders in their future careers.
View full module detailsDuring 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.
View full module detailsSemester 2
Compulsory
This module provides students with practical and theoretical knowledge of Digital Integrated Marketing Communications in contexts, operations, and strategies. It aims to develop students¿ critical thinking and ability to apply and adapt theories to cases in international marketing settings. This module deepens your understanding of how to communicate as a marketer. You will:Extend marketing¿communications theories and frameworks and apply them to real business casesExamine how a brand¿s strategic goals shape its marketing communicationsExplore methods for assessing the target audience of marketing messagesLearn how to design messages that influence customers, using recent research and practice examples to understand how specific message elements should be integrated and evaluatedInvestigate additional message tactics for persuading customers, including the psychological processes and message formulations that can lead to both rational and irrational decisionsConsider the likely consequences of new and emerging media for marketing communications
View full module detailsConsumer 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.
View full module detailsOptional modules for Year 1 (part-time) - FHEQ Level 7
For further information regarding programme structure and module selection, please refer to the course catalogue.
Year 2
Semester 1
Compulsory
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.
View full module detailsThe 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.
View full module detailsSemester 2
Compulsory
In an increasingly globalised business and business environment, it is necessary for management students to learn how to strategies internationally viable global strategies. This module covers a variety of topics such as global strategic analysis, global strategy formulation, and global strategy execution. Strategy-related subjects shape at least half of the contents in this programme.
View full module detailsOptional
Social media marketing is an emerging and rapidly developing discipline with substantive changes periodically occurring in industry and academic research. While much of social media marketing is focused on the promotional mix, it also is used for customer care, research and more. The field has shifted from one focused on the influence of individual consumers in social channels to one including bots, AI, and influencers. This module provides students with both academic (theories and concepts) and practical grounding underlying strategic decisions for the use of social media for marketing and the implications of the emerging developments in the area. Discussions, study cases and examples will bring these theories to life.
View full module detailsInternationalisation is a very substantive feature of the retail industry, with implications for retail competition, retailer strategy, retail development, digitalisation and supply chain management among other issues. A considerable and growing body of academic and practitioner literature surrounds this issue. It highlights some of the potential complexities and enduring challenges of retailing in an international environment and provides a valuable body of knowledge to inform future international marketing managers and retail marketing managers.
View full module detailsThis module is designed to help students develop the social and professional skills required to work effectively in complex organisational settings. Students will explore how the ¿self¿ is managed in professional contexts, how to negotiate, how to navigate challenging social situations, and how to build relationships with key stakeholders. Rather than engaging with these skills only at a theoretical level, the module adopts an immersive and practice-based approach. Students will work in small teams as student consultants on a live project challenge with an external organisation. Together, they will critically analyse a genuine workplace problem and develop creative, evidence-informed solutions. The module encourages students to reflect critically on their own social behaviours, communication style, and assumptions, enabling them to understand how they influence others and how others respond to them. Through a combination of theoretical lectures, applied workshops, and live consultancy work, students will develop practical experience, enhanced self-awareness, and increased confidence in applying their skills within professional contexts.
View full module detailsSemester 1 & 2
Optional
The dissertation is optional 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.
View full module detailsIn this module, you will step into the role of a marketing consultant, applying advanced strategic and marketing frameworks to solve real business challenges. Working with a pre-vetted industry partner, you will diagnose a live marketing problem, conduct market and consumer analysis, and develop actionable recommendations supported by taught content that builds your consultancy skills. You will learn to manage client relationships, present insights persuasively, and reflect critically on your professional practice. By the end, you will have produced a portfolio-ready consultancy output and strengthened your employability through authentic business engagement.
View full module detailsOptional modules for Year 2 (part-time) - FHEQ Level 7
For further information regarding programme structure and module selection, please refer to the course catalogue.
General course information
Contact hours
Contact hours can vary across our modules. Full details of the contact hours for each module are available from the University of Surrey's module catalogue. See the modules section for more information.
Timetable
New students will receive their personalised timetable during Welcome Week. In later semesters, at least one week before the start of the semester.
Scheduled teaching can take place on any day of the week (Monday – Friday), with part-time classes normally scheduled for one or two days. Wednesday afternoons tend to be for sports and cultural activities.
View our code of practice for the scheduling of teaching and assessment (PDF) for more information.
Location
This course is based at Stag Hill campus. Stag Hill is the University's main campus and where the majority of our courses are taught.
We offer careers information, advice and guidance to all students whilst studying with us, which is extended to our alumni for three years after leaving the University.
Of our Surrey Business School graduates are in employment or further study within 15 months of graduating (Graduate Outcomes 2025, HESA).
Some of our graduates have embarked on careers in the following roles:
- Account manager
- Brand and product manager
- Brand communications strategist
- Content marketing manager
- Customer success manager
- Management consultant
- Marketing strategy manager.
UK qualifications
A minimum of a 2:2 UK honours degree, or a recognised equivalent international qualification.
We may be able to take relevant work experience into consideration if you don't meet these requirements. If you have at least one year of relevant experience in a full-time graduate-level role (or a minimum of two years’ experience in a relevant graduate-level part-time role) please provide full details of your role and responsibilities in your personal statement and CV when you submit your application.
English language requirements
IELTS Academic: 6.5 overall including 6.0 in each category.
These are the English language qualifications and levels that we can accept.
If you do not currently meet the level required for your programme, we offer intensive pre-sessional English language courses, designed to take you to the level of English ability and skill required for your studies here.
International Pre-Masters
Prepare for postgraduate study and boost your career prospects. This is an intensive programme of academic subjects, study skills and English language preparation designed to help you succeed.
Credit Transfer and Recognition of Prior Learning
We recognise that many students enter their course with valuable knowledge and skills developed through a range of ways.
If this applies to you, the recognition of prior learning process may mean you can join a course without the formal entry requirements, or at a point appropriate to your previous learning and experience.
There are restrictions on some courses, and fees may be payable for certain claims. Please contact the Admissions team with any queries.
Scholarships and bursaries
Discover what scholarships and bursaries are available to support your studies.
Fees per year
Explore UKCISA’s website for more information if you are unsure whether you are a UK or overseas student. View the list of fees for all postgraduate courses.
Fee options
- UK
- £15,800
- Overseas
- £25,900
- UK
- £7,900
- Overseas
- £13,000
- These fees apply to the academic year 2026-27 only. Fees are reviewed annually, and tuition fees may increase for courses running over more than one year.
Read our tuition fees guidance to find out more about payment schedules and how to pay.
Additional costs
Students are required to pay the upfront cost of travel and accommodation expenses incurred when on placement when not covered by the placement provider. These may vary depending on the location.
Funding
You may be able to borrow money to help pay your tuition fees and support you with your living costs. Find out more about postgraduate student finance.
Apply online
To apply online first select the course you'd like to apply for then log in.
Select your course
Choose the course option you wish to apply for.
Sign in
Create an account and sign into our application portal.
Apply options
Apply options
UK applications
Please note that we may have to close applications before the stated deadline if we receive a high volume of suitable applications. We advise you to submit your application as soon as it is ready.
ApplyOverseas applications
Please note that we may have to close applications before the stated deadline if we receive a high volume of suitable applications. We advise you to submit your application as soon as it is ready.
ApplyUK applications
Please note that we may have to close applications before the stated deadline if we receive a high volume of suitable applications. We advise you to submit your application as soon as it is ready.
ApplyOverseas applications
Please note that we may have to close applications before the stated deadline if we receive a high volume of suitable applications. We advise you to submit your application as soon as it is ready.
ApplyAdmissions information
Once you apply, you can expect to hear back from us within 14 days. This might be with a decision on your application or with a request for further information.
Our code of practice for postgraduate taught admissions explains how the Admissions team considers applications and admits students. Read our postgraduate applicant guidance for more information on applying.
About the University of Surrey
Need more information?
Contact our Admissions team or talk to a current University of Surrey student online.
Terms and conditions
When you accept an offer to study at the University of Surrey, you are agreeing to follow our policies and procedures, student regulations, and terms and conditions.
We provide these terms and conditions at the offer stage, and again at registration. You will be asked to accept these terms and conditions when you accept the offer made to you.
View our generic registration terms and conditions (PDF) for the 2025/26 academic year, as a guide on what to expect.
Disclaimer
This online prospectus has been published in advance of the academic year to which it applies.
Whilst we have done everything possible to ensure this information is accurate, some changes may happen between publishing and the start of the course.
It is important to check this website for any updates before you apply for a course with us. Read our full disclaimer.