Build unique customer experiences

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15 months (part-time)

120 credits

4 starts per year

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Create meaningful customer experiences, and influence business growth

The Marketing Postgraduate Diploma (PGDip) helps you to build advanced, career-ready skills to understand consumer behaviour, marketing psychology, customer journeys, digital marketing, branding, and omnichannel marketing strategy. Throughout this programme, you’ll examine how emerging technologies, including artificial intelligence, are transforming customer experience and marketing practice. By combining academic rigour with real-world relevance, this programme enables you to apply your learning directly to contemporary marketing challenges.

Programme benefits

Consumer behaviour and marketing psychology
Customer experience and omnichannel strategy
Marketing leadership and talent management
Research and evidence-based marketing
Future-focused marketing practice

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Develop the insight, strategic thinking, and leadership skills required for Marketing

8 courses

120 credits

Combining marketing theory with practical application, the programme explores how organisations use insight, creativity, and innovation to understand consumers, shape customer experiences, and drive business growth. The programme equips you with the skills to make evidence-based decisions and confidently influence organisational strategy.

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Marketing PGCert courses

Marketing strategy 15 Credits

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.

Consumer behaviour 15 Credits

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.

New product development 15 Credits

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.

Strategic management: building competitive advantage 15 Credits

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.

Market research and business insights 15 Credits

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.

Creating customer experiences 15 Credits

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.

Psychology of marketing and advertising 15 Credits

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.

Digital marketing and brand building 15 Credits

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.

Career outlook

Graduates of the Postgraduate Diploma in Marketing are equipped with the skills needed to accelerate their careers across a wide range of industries and marketing functions. Whether working client-side, agency-side, or within fast-growing organisations, you’ll develop advanced strategic, analytical, and leadership skills that prepare you to take on roles across marketing, brand, customer experience, and commercial leadership.

Explore potential career paths

Senior Marketing Manager £94,848 per year¹

Senior Brand Manager £83,578 per year²

Value of a diploma (PGDip)

A Postgraduate Diploma (PGDip) is a flexible alternative to a master’s if you want to advance your career without committing to a longer programme. You’ll gain advanced, industry-relevant knowledge in a streamlined format, allowing you to focus on the skills that matter most. You’ll be able to:

Study relevant modules only.
Graduate sooner with a Level 7 qualification.
Reduce your overall tuition costs.
Apply practical skills immediately.
Progress to your MSc when you’re ready.

Programme outcomes

By the end of the Postgraduate Diploma in Marketing, you will be able to:

Develop a solid understanding of consumer behaviour and key psychological factors that influence customer decision-making, engagement, and brand loyalty
Design strategic marketing plans and customer journeys that add value for organisations and support positive customer experiences
Apply core marketing, innovation, and branding concepts to address common business and marketing challenges across industries and markets
Use research findings and data to support decision-making, contributing to insight-led marketing strategies and campaigns
Communicate clearly and effectively with diverse audiences, turning insights into practical recommendations that support business and marketing goals
Integrate marketing strategy, innovation, and customer experience thinking to respond to evolving consumer needs and market conditions

Entry criteria

Application Deadline 05/02/27

Start Date 01/03/27

Designed for professionals from a wide range of academic and professional backgrounds, this programme welcomes aspiring marketers who want to develop the strategic, creative, and leadership skills needed to progress into senior marketing roles.

Online application	Apply Now
Degree	Typically, applicants hold a 2:2 or above bachelor’s degree in any discipline. Applicants with substantial professional experience may also be considered.
Language criteria	If English is not your first language, you’ll usually need an IELTS overall score of 6.5 (with no band below 6.0). In some cases, this may be waived based on prior study, supporting access for a global cohort.

Admissions

Tuition and funding

£9,200

120 Total credits

The estimated total cost of this programme is £9,200 GBP for the full PGDip. You can pay in full or in instalments of £1,150 for each module. All costs are listed to help you make an informed decision.

Programme fees are reviewed annually and are subject to change each academic year. The fees listed above are for the academic year 2026-27.

Fees and funding

We are excited to be offering discounts. Review our tuition and funding pages for more information.

Funding options

Meet your faculty

Our expert faculty offer extensive knowledge and diverse perspectives, bringing industry insights and real-world expertise directly into the classroom to enhance your learning experience.

Academics with advanced qualifications and specialised expertise
Real-world experience integrated into coursework and discussion
A learning environment that blends academic rigour with structured support
Smaller study groups that enable individual attention and feedback
Ongoing mentorship and support at each stage of your studies at Goldsmiths

Alex Pickering, Lecturer in Marketing

Alex Pickering

Alex Pickering is a Lecturer in Marketing whose interests span digital and traditional media, portfolio management, marketing strategy, and consumer behaviour. With 25 years of industry experience across retail marketing, fast-moving consumer goods and small domestic appliances, Alex is passionate about creating more opportunities for graduates from diverse backgrounds to enter the marketing industry.

Related programmes

Deepen your expertise in consumer behaviour, customer experience, and evidence‑based marketing to lead innovative, future‑focused strategies.

Gain a solid foundation in strategic and digital marketing to strengthen your skills and support your next career step. 

Sources

ERI Economic Research Institute (2026). Marketing Manager in the United Kingdom (2026). [online] SalaryExpert. Available at: https://www.salaryexpert.com/salary/job/marketing-manager/united-kingdom [Accessed 6 July 2026].
ERI Economic Research Institute (2026). Brand Manager in the United Kingdom (2026). [online] SalaryExpert. Available at: https://www.salaryexpert.com/salary/job/brand-manager/united-kingdom [Accessed 6 July 2026].

Marketing PGDip (Online)