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Marketing

MSc

Key facts


Start dates

January 2020 / September 2020

Location

Headington

Course length

Full time: 1 year or 2 years in sandwich mode which includes one year's full-time paid supervised work experience (a work placement). Sandwich mode is only available for September entry.

Part time: MSc: 24 months for UK and EU students (teaching normally structured to provide one whole day or two half days each week in the semester)

Department

Oxford Brookes Business School

Accreditation(s)

Chartered Institute of Marketing, Institute of Direct and Digital Marketing

  • Chartered Institute of Marketing
  • Institute of Direct and Digital Marketing

Overview


You'll gain a strong foundation in marketing theory and practice with our MSc Marketing. We encourage innovative and creative approaches to your learning with:

  • live case-studies
  • consultancy projects
  • skills workshops.

You will be part of an inclusive, international learning environment. You will combine theory and practice to develop the key skills that employers are looking for. And you will gain an understanding of:

  • customer behaviours and expectations, and the variety of channels used to interact with customers
  • analysing marketing data
  • devising marketing strategy for global brands and organisations.

You will develop the decision-making skills and rationale to devise marketing plans and communications. And you can develop an area of marketing expertise, with a range of specialist modules, giving you more career options.

If you start in September you can opt to take a year's paid supervised work placement in a marketing role. This work experience you will prepare you for your future career. View our work placement FAQs here.

How to apply


Entry requirements

Specific entry requirements

The programme is designed to attract students from a wide range of backgrounds, disciplines and nationalities. Applicants are welcome from any academic discipline. Admission is normally open to those with:

  • a minimum of a second-class honours degree
  • or equivalent overseas degree from a recognised institution
  • or equivalent professional or other qualification.

Those who do not meet any of the above criteria may be eligible for entry, provided they have compensatory work experience. This should include, in particular, further professional training and accreditation and the demonstration of appropriate career development.

Entry will also be subject to two satisfactory references (one of these must be an academic reference).

Please also see the University's general entry requirements.

English language requirements

If English is not your first language you will need to satisfy the university's English language requirements:

  • IELTS minimum 6.0 (with a minimum of 6.0 in reading and writing and 5.5 in listening and speaking).
  • if you have completed your undergraduate degree in the UK (at least one full year of study) you will automatically meet our English language requirements

Please also see the University's standard English language requirements.

International qualifications and equivalences

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English requirements for visas

If you need a student visa to enter the UK you will need to meet the UK Visas and Immigration minimum language requirements as well as the University's requirements. Find out more about English language requirements.

Pathways courses for international and EU students

We offer a range of courses to help you meet the entry requirements for your postgraduate course and also familiarise you with university life in the UK.

Take a Pre-Master's course to develop your subject knowledge, study skills and academic language level in preparation for your master's course.

If you need to improve your English language, we offer pre-sessional English language courses to help you meet the English language requirements of your chosen master’s course.

Terms and Conditions of Enrolment

When you accept our offer, you agree to the Terms and Conditions of Enrolment. You should therefore read those conditions before accepting the offer.

Application process

Tuition fees


Please see the fees note
Home/EU full time
£8,490

Home/EU part time
£5,200

International full time
£14,880

Home/EU full time
£10,000

Home/EU part time
£5,000

Home/EU sandwich (placement)
£2,550

International full time
£15,400

International sandwich (placement)
£4,600

Questions about fees?

Contact Student Finance on:

Tuition fees


2019/20
Home/EU full time
£8,490

Home/EU part time
£5,200

International full time
£14,880

2020/21
Home/EU full time
£10,000

Home/EU part time
£5,000

Home/EU sandwich (placement)
£2,550

International full time
£15,400

International sandwich (placement)
£4,600

Questions about fees?

Contact Student Finance on:
+44 (0)1865 483088

Fees quoted are for the first year only. If you are studying a course that lasts longer than one year your fees will increase each year.

Please be aware that some courses will involve some additional costs that are not covered by your fees. Specific additional costs for this course, if any, are detailed below.

Financial support and scholarships

For general sources of financial support, see our Fees and funding pages.

Additional costs

Please be aware that some courses will involve some additional costs that are not covered by your fees. Specific additional costs for this course, if any, are detailed below.

We offer an International Business in Practice Study Trip module. This study trip is voluntary and all costs associated with the trip will need to be funded by you. 

The destination varies from year to year, so it is not possible to give a precise cost. As an example, the fee for the Boston USA field trip in July 2019 was £1580 and included: accommodation for 7 nights in the Boston area insurance company visits (e.g. Facebook, Dunkin Brands, Trip Advisor, Microsoft, Bank of America) group transportation for all activities and some of the meals. This fee did not include international airfare, visa application fee (if relevant), dinners and activities during your free time.

Learning and assessment


You will study six compulsory modules including a module which helps develop your professional and academic skills. You’ll choose either a dissertation or client project. 

If you start in September, you can choose the sandwich mode, which gives you the opportunity to apply for a one year paid work placement in a marketing role.

You will also have the opportunity to study for and sit the professional certificate exam from the Institute of Direct and Digital Marketing (IDM). In addition to gaining exemptions from the Chartered Institute of Marketing (CIM) diploma, thus enhancing your professional profile.

Students discussing subject

Study modules

Taught modules

Compulsory modules

Introduction to the Principles of Marketing

This module introduces the key principles of Marketing by studying the theories that underpin Marketing. It explores the roles of buyers, the marketing environment, and the ways in which marketers plan, manage, implement and monitor marketing programmes in the context of the international environment of the twenty first century.

Understanding Customer Behaviour

You will critically appraise the behaviours of customers and their interactions with marketing. Informed by behavioural science, you will analyse why customers behave as they do and how marketing activity influences their behaviours. This analysis informs your critical understanding and implementation of both strategic and responsible marketing practice. An innovative dimension of this course is the investigation of change agents that will significantly influence the behaviours of customers in the future, for example neuroscience, climate change and technology innovation. This is an analytical module that utilises research evidence to inform evaluation, behavioural and communications research.

Professional and Academic Development

This professional and academic skills development module helps you to become a lifelong learner, develop career focus and enhances your employability. Starting with a focus on how to achieve your best academically, you then develop your skills for employment and career planning. You will work through a self-development plan, taking the lead in your own learning and development. You will be coached in identifying, engaging in and reflecting on how you can gain from developmental activities within the university and externally.

Research Methods for Events and Marketing

This module delivers the skills that enable you to conduct marketing research independently. Students on the MSc programmes are expected to undertake effective research drawing upon a range of secondary and primary data sources in the preparation of coursework. You will be exposed to a range of methodological issues, data collection techniques and study skills. In addition, this module is geared towards the preparation for, and successful completion of, high quality, rigorous and systematic research for business and management.

Digital and Social Media Marketing Strategy

Digital technologies have transformed marketing, they offer new sources of customer insight, they have dramatically changed customer behaviour, enabled new business models and impacted how organisations interact with their customers and key stakeholders. This module aims to take a strategic perspective of the digital and social media environment. It focuses on the interaction between consumers, businesses and other organisations and how thinking digitally can assist in effective marketing. Web based media, mobile platforms, social media and digital tools are reviewed, practised and critically evaluated to identify successful performance and to create contemporary digital marketing strategies.

Global Marketing Strategy

You will build on the Principles of Marketing module, and explore the global marketing environment. There is a particular emphasis on internationalisation and the creation and development of global markets. You will understand the principles, influences, and institutions affecting the development of international trade and global marketing strategies. You will analyse opportunities and constraints in the context of global marketing strategy, and the associated organisational and control issues associated with the development of global markets. This includes an appreciation of the importance of ethical and social issues.

Optional modules

Customer Insight and Engagement

You explore how to acquire, retain and grow the share of wallet of good customers, as well as how to demote undesirable customers without triggering revenge behaviours. It is based on the premise that customers are the essence of the organisation, as without customers, the organisation would fail. The module takes a customer-centric approach, and acknowledges the hyper-connected environment in which organisations operate today. Technologies and methodological approaches to obtain customer insight and to build detailed customer profiles are discussed. Moreover, the module considers how to engage with customers in ways that add value to both parties. It uses real case studies, as well as students' own experiences as customers.

Digital Marketing and Analytics

You will explore the macro and micro impacts of digital technology on marketing management, before looking at the issues of implementing and executing a digital marketing campaign, including ethical issues. In addition, you will examine ways in which digital information is used to make strategic marketing decisions and evaluate and improve marketing performance. You will develop skills in problem solving, critical reasoning, market research design, qualitative and quantitative data analysis, the use of technology in marketing management, and the analysis and interpretation of marketing data.

Content Marketing Management

This module investigates the concepts of branded content and content marketing. You will particularly focus on the role and application of content marketing as a new managerial approach in marketing communications. The module critically examines the fundamental paradigm shift within the marketing communications landscape from push to pull marketing which has led to the rise of branded content and content marketing. Furthermore, this module clarifies what differentiates branded content and content marketing from other key marketing communications concepts and management approaches. You will learn to develop ethically responsible content marketing management practices across a variety of sectors and consider multiple stakeholders on a regional, national and international level. 

Brand and Marketing Communications

You will explore the role and usage of contemporary brand and marketing communications and the fundamental insight that an organisation's brand strategy needs to be at the heart of all its marketing communications activities. A professional and ethically responsible focus will help you to consider multiple stakeholders' needs – eg consumers, businesses, the media, pressure groups – in a global context. A broad range of marketing communications channels and tools will be critically assessed. This includes advertising, public relations, sponsorship and digital marketing communications. Creative and strategic insights from current practice will help your understanding and application of marketing communications skills.

Strategic Brand Management

You will examine how brands are created and successfully managed. You will explore the latest research and practice in strategic brand management and focus on innovative approaches to new product development. Key ethical, environmental and socio-cultural implications for contemporary brand management are analysed within regional, national and global contexts. The latest research and practice in strategic brand management and the use of social media and digital communications technology, is investigated. On completing this module, you will have gained an advanced knowledge of the latest tools, techniques and broader societal implications of contemporary strategic brand management.

International Luxury Marketing

This module examines the strategic decisions involved in luxury marketing and luxury brand management. You have the opportunity to plan and critically evaluate luxury marketing campaigns. Luxury brands are unique in that they offer the consumer a high-quality product or service coupled with the emotional benefits of prestige and exclusivity. This module brings together contemporary luxury marketing theories and practice, spanning many fields such as jewellery, fashion accessories, tourism, fine wine, spirits and prestige cars.

Managing the Luxury Experience

This module links operations management to the core strategic aspects of international luxury retail management across different channels. You will discover how some destinations have become synonymous with luxury, because of their ability to create and deliver a seamless luxury experience. Key to this is not only the management of channels to market, but also the ability to create, manage and foster a credible and consistent relationship with customers. At a time when counterfeit goods have also become a mainstream issue for this industry, managing the experience of luxury goods and services is more central than ever to the sustained success of luxury brands.

Final project - choose one of:

Compulsory modules

Dissertation

This module gives you the opportunity to explore and develop expertise in an area of interest. You are encouraged to choose topics that will be valuable in your future career. This is a self-managed activity, driving your own research project while being guided and advised by a supervisor, based on the proposal developed in the Research Methods in Marketing and Events module.

Client Project

You have the opportunity to link theory to practice by analysing a real organisational issue. Having identified a project (with the approval of both the client company and the Module Leader) you investigate a particular issue, one that can be supported through the relevant literature and by conducting primary research with the client. This module is not an internship but can be taken in conjunction with an internship you have identified and are participating in. The 'issue' in question may be current management problem for the client organisation or related to future strategic choices. The Client project provides you with a significant learning and personal development experience.

Work placement

Optional modules

Marketing Practice (sandwich mode)

This module is a great opportunity to gain one year’s supervised paid work experience in the UK or internationally in a marketing role. You will investigate a marketing  challenge in a commercial or non-profit organisation. Throughout this module, you apply the practical concepts you have learned on the course. When you are working for the organisation, you will be responsible for managing a large proportion of your own learning, including tracking and recording your progress.  

We provide lots of support to help you find a paid work experience and gain connections with various organisations. Our placements team (WAVES) has a database which records work placement opportunities and they run numerous placements fairs where you could meet potential employers. Securing a work experience placement is your responsibility and does take a lot of effort, but this gives you valuable experience. You would need to cover your own living and travel costs throughout this duration.

Please note: As our courses are reviewed regularly as part of our quality assurance framework, the modules you can choose from may vary from that shown here. The structure of the course may also mean some modules are not available to you.

Learning and teaching

Most of the teaching on this course takes the form of interactive workshops.

You will strengthen your practical analysis and decision-making skills with:

  • lectures
  • discussions
  • role-play exercises.

These are linked with selected case studies and assessments.

Structured group assignments allow you to develop your skills in working as part of a team.

Our teaching staff are academic researchers and/or from an industry background. They have an in-depth practical experience of business and management issues. You will also learn from visiting speakers from:

  • business
  • industries
  • consultancies
  • research bodies.

Live research projects for an organisation will give you practical experience, putting your knowledge of marketing approaches and theories into practice. 

 

Field trips

The International Business in Practice Study Trip module allows you to experience ideas and practices of global business. During the trip you will have direct interaction with management executives and practices. You will: attend presentations from local management executives and experts go on site visits to major corporations and agencies. This study trip is voluntary and you will need to fund all costs associated with the trip. It is not linked to university assessments in any way.

We also run a study trip to Chengdu, China. If you choose the study trip (which runs in July), we will give you all the details by March so that you can make your decisions ahead of the trip in July.

If you successfully complete this non-credit bearing module, it will be recorded on your transcript as P58335 International Business in Practice: Study Trip.

Assessment

Assessment methods used on this course

You will be assessed in a number of ways which will encourage your creativity. These include:

  • individual and group reports and presentations
  • portfolios
  • reflective statements
  • examinations 
  • open briefs. 

Classroom activities will prepare you for the assessment process. This involves structured engagement with both peer and tutor feedback. 

You will be supported by a tutor in a supervisor role, who will provide regular feedback on your progress. 

You will focus on a marketing communications management topic through the dissertation and client project. Both are self-managed. 
 

After you graduate


Career prospects

Our Graduates are employed in marketing roles throughout the world; these include jobs in media, digital, brand and communications agencies, and in-house marketing management positions in areas as diverse as fast moving consumer goods, retail, hospitality, travel, publishing and manufacturing. Current employers include:

  • Johnson & Johnson
  • Hitachi
  • DK
  • Avis
  • PWC


As well as a number of small and medium sized ‘digital’ agencies. 

Examples of our graduates’ positions in marketing include:

  • marketing managers
  • marketing planners
  • brand managers
  • corporate communication managers
  • social media community managers.

In addition, some of our students go on to start their own companies.

We have strong relationships with companies in a range of industries. These relationships inform the programme design and delivery, and provide opportunities for placements and employment. 

In addition to the professional career development support provided within the programme, the University has an active and enthusiastic careers service. This service helps you gain the ‘competitive edge’ when applying for jobs by offering help with CVs, and mock assessment centres and interviews.

Programme Changes: On rare occasions we may need to make changes to our course programmes after they have been published on the website.

For more information, please visit our Changes to programmes page.