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Marketing Curriculum

Curriculum details

The online MSc Marketing is an 180-credit programme comprising nine taught modules and a dissertation, designed to be completed alongside work with an average study commitment of 15–20 hours per week. You’ll learn through research-led teaching, industry-informed case studies, applied marketing projects, independent study, and optional live sessions, building expertise in consumer behaviour, branding, customer experience, digital marketing, leadership, and strategy.

Multiple entry and exit routes available. Take breaks when you need them and choose a qualification that best suits you:

Please note that occasionally we may make changes to our programme curriculum. You may not always study modules in the order they are listed here.

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Courses

Learning activities

Curriculum

The programme explores how organisations understand customers, build brands, create meaningful experiences, and drive growth in an increasingly digital and data-driven world and prepares you for the next stage of your career.

Core

Exploring the principles and practices of strategic marketing, this module develops students’ ability to analyse markets, evaluate brands, and identify opportunities for growth and competitive advantage. Students will examine how organisations create customer value through market analysis, brand positioning, and the effective integration of the marketing mix. Drawing on academic theory and market evidence, they will learn to develop structured marketing plans that align objectives, goals, strategies, initiatives, and metrics with organisational priorities. The module also strengthens students’ ability to communicate and justify recommendations through persuasive written and oral presentations, preparing them to influence decision-making in professional marketing contexts.

Focusing on the factors that influence consumer decision-making, this module examines how psychological, social, cultural, and individual differences shape purchasing behaviour and marketplace interactions. Students will explore key concepts including perception, attitudes, personality, self-concept, learning, and group processes, and evaluate their relevance to contemporary marketing challenges. Through the application of consumer behaviour theories to real-world examples, students will develop the ability to interpret consumer actions, assess marketing effectiveness, and recommend strategies that enhance branding, communication, and customer engagement.

Exploring the strategic management of innovation, this module develops students’ understanding of how organisations identify, evaluate, and develop new product opportunities in competitive and rapidly changing markets. Students will examine contemporary theories, frameworks, and processes that underpin new product development, from opportunity identification and idea generation to concept development and evaluation. Through the application of analytical and creative approaches, they will assess product feasibility, risk, and strategic value, while developing customer-focused solutions informed by market insight. The module culminates in the design and justification of an innovative product concept, enabling students to communicate its value proposition and strategic potential to professional audiences.
Exploring how organisations create, sustain, and execute competitive advantage, this module develops students’ understanding of the key concepts, frameworks, and debates that underpin strategic management. Students will examine the external and internal factors that influence organisational performance, applying strategic tools to analyse industries, markets, resources, capabilities, and competitive positioning. The module considers strategic decision-making at both business and corporate levels, including growth, diversification, internationalisation, and sustainability. Emphasis is placed on the relationship between strategy formulation and implementation, enabling students to evaluate how organisational structures, cultures, and capabilities support or constrain strategic success. Through the application of theory to real-world organisations, students will develop the analytical and critical skills required to diagnose strategic challenges and formulate evidence-based recommendations.
Exploring the role of research in evidence-based decision-making, this module develops students’ understanding of qualitative and quantitative research methodologies and their application to market and business challenges. Students will examine the principles of research design, data collection, and analysis, applying appropriate methods to investigate business problems and generate actionable insights. Through engagement with a range of analytical techniques and software tools, they will develop the skills required to interpret qualitative and quantitative data, evaluate research findings, and communicate evidence-based recommendations. The module equips students to manage the research process from problem definition and proposal development through to analysis, interpretation, and the presentation of business insights.
Focusing on the creation of integrated and customer-centred experiences, this module examines how organisations design interactions that deliver value across the customer journey. Students will explore key theories of customer experience, service marketing, and customer behaviour, analysing how different channels and touchpoints work together to influence perceptions and outcomes. Particular emphasis is placed on the design of inclusive and seamless experiences that meet diverse customer needs. Through critical analysis and applied project work, students will develop the skills required to evaluate existing customer journeys and create evidence-based customer experience strategies for contemporary organisations.
Focusing on the behavioural and psychological foundations of marketing practice, this module examines how organisations use insights from psychology to influence consumer decision-making and strengthen brand performance. Students will explore theories relating to judgement, perception, branding, pricing, advertising, sensory marketing, and emerging approaches such as neuromarketing. By critically evaluating research evidence and industry practice, they will develop an understanding of how psychological principles can be applied to design more effective marketing and advertising strategies. The module combines theoretical insight with practical application, enabling students to assess and improve marketing activities across a range of organisational contexts.
Focusing on the opportunities and challenges created by digital transformation, this module examines how organisations use digital technologies to influence customer behaviour, strengthen brand identity, and achieve marketing objectives. Students will explore contemporary digital marketing practices, including social media marketing, influencer partnerships, search optimisation, content creation, and the growing role of artificial intelligence. Particular emphasis is placed on omnichannel marketing, analysing how digital and physical touchpoints can be integrated to create seamless customer experiences. Students will also evaluate the metrics used to assess performance and develop strategic marketing plans that respond to evolving consumer expectations and technological change.
Exploring the development of effective leadership and people management capabilities, this module examines how leaders influence individuals, teams, and organisational outcomes. Students will explore leadership theories, communication and influence, team effectiveness, organisational culture, motivation, and ethical decision-making, applying these concepts to contemporary business contexts. Through self-assessment, collaborative activities, and engagement with practising leaders, they will develop an understanding of their own leadership style and its impact on others. The module encourages reflective practice and culminates in the creation of a personal leadership development plan designed to support future career progression and organisational effectiveness.
Serving as the culmination of the programme, this module enables students to undertake a substantial self-directed research project addressing a management, consumer, brand, or market-related question. Drawing on the theories, concepts, and analytical approaches developed throughout their studies, students will formulate a research question, design and conduct an ethical research project, and critically evaluate relevant literature and evidence. Through the application of appropriate research methodologies and analytical techniques, they will generate insights that contribute to understanding and addressing contemporary business challenges. The module also develops students’ ability to communicate complex ideas, research findings, and recommendations in a structured and persuasive manner, preparing them for professional and academic contexts.

Learn through real-world marketing challenges

Develop your marketing expertise in Moodle – a flexible online learning environment designed for working professionals. Across nine modules and a dissertation, you’ll engage with videos, readings, discussion forums, independent research, case studies, and optional live sessions that connect marketing theory with contemporary business practice. Rather than relying on traditional exams, you’ll demonstrate your learning through marketing plans, business reports, presentations, case studies, reflective assignments, and an independent research project that addresses real-world marketing challenges. Explore the course modules below to see how your skills develop throughout the programme.

Flexible online learning with real-world application

Study wherever and whenever it suits you while applying your learning to authentic marketing scenarios through case studies, practical projects, and independent research. Explore the course modules to discover how each one builds your strategic marketing expertise.

Online Student Experience

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