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Marketing

MSc

Oxford Brookes Business School

The MSc Marketing gives you a strong foundation in marketing theory and practice. With live case-studies, consultancy projects and skills workshops, we encourage an innovative and creative approach to your learning. You will combine theory and practice to develop the key transferable skills that employers are looking for. If you begin your course in September you have the choice to apply for a paid work placement in a marketing role instead of completing either a dissertation or client project. The typical length of the placement is 6 to 8 months. By gaining this professional experience you will be well prepared for your future career.

We aim to and give you a wealth of knowledge in marketing management so you 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.

We help you develop the decision-making skills and rationale to devise marketing plans and communications. With a range of specialist modules to choose from you can develop an area of marketing expertise, giving you even further career options.

Please come to our Postgraduate Open Day or Master's Online Information Session.

Available start dates

January 2018 / September 2018 / January 2019 / September 2019

Teaching location

Headington Campus

Course length

  • Full time: 12 months or 17 months in sandwich mode (​to include a full time paid work placement and related project report​). ​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)

UCAS Postgraduate code

30367

For full application details, please see the 'How to apply / Entry requirements' section.

  • Employability: Develop academically and professionally through professional skills workshops held throughout the course and enhance your future employment prospects. Our graduates are employed by large brands such a Johnson & Johnson, Hitachi, DK, Avis, Amazon and PWC, as well as media, digital, brand and communications agencies. Oxford Brookes is recognised as an exam centre for the Institute of Direct and Digital Marketing (IDM), giving you access the IDM's resources and job website. By focusing on the digital aspects of marketing you will be prepared for a range of careers including customer relationship management and direct marketing.
  • Work placement: You also have the opportunity of an 8 month paid work placement in a marketing role, which you are supported to find yourself, or you can complete either a dissertation or work-based project.
  • Teaching and Learning: Oxford Brookes University Business School offers a great environment for studying marketing and branding. We have a track record of excellence in teaching, learning and research and you will be supported in your studies and beyond. Oxford Brookes University Business School received the top award from the Higher Education Funding council for England to become a Centre of Excellence in Teaching and Learning.
  • Oxford Location: As one of the world’s great centres of learning, it is a bustling and stunning cosmopolitan city. Located just over an hour from the hub of business life in London with easy access to international airports, you'll be at the heart of one of the UK's most successful economic regions. Oxford will provide you with a host of learning and employment opportunities with a range of internships and graduate jobs available.
  • Student support: You will be assigned to an Academic Adviser who will provide both academic and personal support. Student Support Co-ordinators provide guidance for your course and university-wide administrative issues. They organise a range of events to help you adjust to postgraduate study and are able to help you get advice about any issues you may have during your studies.
  • Experiences: Our course is interactive and social. During your first week you will have the chance to get to know your classmates and your new surroundings. One way in which we do this is through the Oxford Challenge. You will search Oxford for clues and tasks, earning points for completing the challenges, and the winning team is announced at the end of the day.

For more information about postgraduate study at the Business School, visit one of our Business School Open Days, or visit our web pages.

You will study six compulsory modules and a module which helps develop your professional and academic skills. In addition, you will choose two optional modules and complete a final project. The final project is either a dissertation or client project, or, if you start in September, you can choose the sandwich mode, which gives you the opportunity to apply for a paid work placement in a marketing role. The typical length of the placement is  6 to 8 months.

If you start in September and take the work placement, the course lasts 17 months. If you do not take the work placement the course lasts 12 months.

 

If you start in January the course takes 12 months as there is no placement option.

Please see the September entry and January entry course structure charts.

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.

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 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 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. 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.

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 and Social Media Marketing Strategy
This module builds on the work undertaken in Customer Insight and Engagement and takes a strategic perspective of the digital and social media environment. You will focus on the interaction between consumers, businesses and other organisations and how thinking digitally can assist in effective marketing. Web based media, mobile platforms and social media will all be critically evaluated to identify successful performance and to create insight into contemporary digital marketing.

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 places have become synonyms of luxury destinations, 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 by 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.

You must choose 1 of the following: 

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 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.

Placement Project
A work placement is a great opportunity to gain eight months' work experience in the UK or abroad in a marketing role. You will be undertaking a major project in a commercial or non-profit organisation. Throughout this module, you will be applying practical concepts you have learned in 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. Based on your proposal developed in the Research Methods module, you will then be assigned a supervisor to aid you throughout this period.

We provide lots of support to help you find a paid work placement and gain connections with various organisations. Our placements team has a database which records placement opportunities and they run numerous placements fairs where you could meet potential employers. Securing a 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.

As our courses are reviewed regularly as part of our quality assurance framework, course content and module choices may change from those listed in the course entry.

Teaching and learning

Much of the teaching on the course takes the form of interactive workshops, but there are also lectures from staff and visiting speakers. Lectures, discussions, role-play exercises and seminars are linked with selected case studies and assessments to strengthen your practical analysis and decision-making skills. You will develop your skills in working as part of a team through structured group assignments and online group-based marketing simulation.

You will gain practical experience and put your knowledge of marketing approaches and theory into practice during live research projects for an organisation. Teaching staff at the Business School are engaged in academic research and/or come from an industry background with in-depth practical experience of business and management issues. Visiting speakers from the world of business, consultancies and research bodies augment the programme through leading edge discussions and specialist events.

Specialist facilities

We're investing over £30m to create a modern teaching and learning facilities and creating a new home at Headington Campus for the Faculty of Business.

Set to be complete in 2017, you'll see:

  • the Faculty of Business brought together in a modern, professional environment
  • 30 teaching rooms and a collaborative lecture theatre
  • a new Main Hall with soundproof wall, perfect for teaching and events like graduations
  • social learning spaces and a cafe
  • a new gateway into the Headington Campus.

Our library provides specialist business resources (both hard copy and via online access) to UK and overseas companies' annual reports, statistics on all aspects of business and management, a wide range of constantly updated key texts, and postgraduate MA, MBA, MSc and PhD theses.

Teaching Location

If you are starting your course in September 2017 all your teaching is likely to be located at the Headington Campus.

Field trips

We offer an International Business in Practice Study Trip module. The purpose of this study trip is to give postgraduate students a hands-on, intensive experience with the ideas and practices of global business. The programme will include presentations from local management executives and experts. Students will have direct interaction with management executives and practices through site visits to major corporations and agencies.

This study trip is voluntary and all costs associated with the trip will need to be funded by you. It is not linked to university assessments in any way. If you successfully complete this module you will have the following non-credit bearing module recorded on your transcript: P58335 International Business in Practice: Study Trip.

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.

Tuition fees

Home/EU - full time fee: 2017/18: £8,160 2018/19: £8,320

Home/EU - part time fee: 2017/18: £5,000 2018/19: £5,100

Home/EU - sandwich fee: 2017/18: £8,160 (year 1) no fee to pay for placement in year 2. 2018/18: £8,320 (year 1) no fee to pay for placement in year 2.

International - full time: 2017/18: £14,300 2018/19: £14,590

International - sandwich fee: 2017/18: £14,300 (year 1) no fee to pay for placement in year 2. 2018/19: £14,590 (year 1) no fee to pay for placement in year 2.

Where part time fees are quoted the same fee will apply in year 2 of study.

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 in the 'This course in detail' window above.

Questions about fees?
Contact Student Finance on:
+44 (0)1865 483088
finance-fees@brookes.ac.uk

Funding and scholarships

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

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.

International applications

Preparation courses for International and EU students

We offer a range of courses to help you to meet the entry requirements for this course and also familiarise you with university life. You may also be able to apply for one student visa to cover both courses.

  • If you need to take a pre-master's course to help you to meet both the English language and academic entry requirements for your master's course, you can take our two year master’s course. This course combine the pre-master's diploma and your master's in one application. You can apply for one visa for the two years of study.
  • If you need to improve your English language, we have pre-sessional English language courses available to help you to meet the English language requirements of your chosen master’s.

If you are studying outside the UK, for more details about your specific country entry requirements, translated information, local contacts and programmes within your country, please have a look at our country pages.

How to apply

You apply for this course through UCAS Postgraduate.

Through UCAS Postgraduate, you should use the UKPASS portal to make your application, which will then be forwarded directly to our Admissions Office. You should send supporting documentation to us directly using the email addresses on the UKPASS application form.

Please contact Business School enquiries if you need help with your application or require any further information.

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.

How this course helps you develop

  • On this programme you will have the opportunity to study for the professional level Certificate in Direct and Digital Marketing via the IDM for which Oxford Brookes is an approved centre. In addition, successful completion of the MSc Marketing provides exemption from aspects of the Chartered Institute of Marketing (CIM) diploma. Class discussions, hands-on projects, consulting assignments and guest talks with marketing professionals from a broad range of organisations create an intellectually stimulating environment. You will learn about marketing management in practice, about the latest research developments and about what it takes to succeed in a career in marketing. We provide personalised guidance and access to a large range of workshops and networking opportunities.
  • The compulsory Professional and Academic Development for Marketers module enhances your professional career opportunities through structured sessions on personal skills development, developing yourself as a brand and specific marketing-based careers advice. Furthermore, presentation skills workshops are included on the programme to enhance your chances of making a good first impression through the use of an external expert coach and video feedback.
  • In addition, the careers service at Oxford Brookes runs workshops and a series of events for graduate and international students with bookable appointments to enable one-to-one support for those seeking professional employment.

Careers

  • 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, and PWC, as well as a number of small and medium sized ‘digital’ agencies. 
  • Examples of our graduates’ positions in digital marketing include: marketing managers, marketing planners, brand managers, corporate communication managers and 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.

Free language courses for students - the Open Module

Free language courses are available to full-time undergraduate and postgraduate students on many of our courses, and can be taken as a credit on some courses.

Please note that the free language courses are not available if you are:

  • studying at a Brookes partner college
  • studying on any of our teacher education courses or postgraduate education courses.

How Brookes supports postgraduate students

We take great pride in the personal, academic and career development support provided to our postgraduate students. Our student support coordinators ensure that whatever problem you may have it is addressed rapidly.

Our dedicated careers centre provides advice and workshops to help develop the key skills needed to develop your career and get the right job. The programme lead and all academic staff provide open office hours so that you can walk in without an appointment to discuss academic or personal concerns. A dedicated team of postgraduate programme administrators ensures efficient and effective support of students, delivered in a friendly and approachable manner.

Supporting your learning

From academic advisers and support co-ordinators to specialist subject librarians and other learning support staff, we want to ensure that you get the best out of your studies.

Personal support services

We want your time at Brookes to be as enjoyable and successful as possible. That's why we provide all the facilities you need to be relaxed, happy and healthy throughout your studies.

Research areas and clusters

The Department of Marketing hosts one major research cluster: ‘Marketing, Society & Technology’. Research in this cluster is wide-ranging in its appraisal of societal and technological impacts at the forefront of marketing theory and practice. Its major research strengths reside in behaviour change, digitalisation, sustainability & ethics, emerging & developed cultures, and customer-metrics. Furthermore, it has substantial expertise in qualitative and quantitative methodologies, including visual, textual & contextual analysis, multi-cultural surveys and interviewing, neural networks and neuroscience.

Research cluster