Marketing MSc



Our course brings together the latest industry and practice driven techniques in marketing.
For a career in the most exciting and dynamic of all the business disciplines

Overview

From the principles and practices of marketing right through to marketing on a global scale we’ll get you ready for the work place.

Building on marketing theory we’ll help you to test these in a practical way by getting you to apply these to real business scenarios.

The yearlong course is split into 3 trimesters, each building on the last working towards your own dissertation to get you ready to kick start your marketing career on an international level.

Typical entry points to this course are in January and September. Please enquire for more information.

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Mode of Study:

Full-time

Duration:

1 years

Start date:

SepJan

Course details

A career in marketing requires a wide range of skills. Our course will teach you to think analytically and critically examine the issues confronting the global business environment.

We’ll help you to develop quantitative and qualitative research skills. Helping you to develop your presentation techniques. Skills that will help you to understand how to develop brands in the global marketplace.

You’ll benefit from our strong links within the marketing and advertising industries all over the world, as well as guest speakers. 

We also have links with industry bodies including the Chartered Institute of Marketing, The Marketing Society Scotland and the Institute of Direct Marketing which add further credibility to the course.

Our team work together with students to encourage innovation, enterprise and citizenship through our marketing community.

How will my degree reflect sustainability and sustainable development?

The Principles of Responsible Management Education (PRME) – established under the UN Global Compact – places a clear onus on Higher Education to ‘transform management education and develop the responsible decision-makers of tomorrow to advance sustainable development’. The Business School is a PRME signatory, and we seek to influence professional practice and policy nationally and internationally, helping to drive key societal, economic and environmental impacts.

Our mission is ‘to empower communities to apply business knowledge for positive societal impact’ and we work constantly to embed practical actions into our curriculum, to promote sustainability and relate these to the key ideas of sustainability, as reflected in the 17 UN Sustainable Development Goals (SDG). Our undergraduate and postgraduate programmes now reflect one or more of the SDG, and our research is targeted to solve real world problems, mapped against the criteria used in the Times Higher Education’s Impact Ranking. 

The most recent annual league table for Sustainability - compiled by People & Planet, the UK’s largest student campaigning network - again places Edinburgh Napier in a top 3 position among Scotland’s 19 universities. This reflects their assessment of our performance across a range of environmental and ethical considerations, which include carbon reduction and management, and education.

What is distinct about equality, diversity and inclusion?

Edinburgh Napier University is enriched by the diversity of perspectives, cultures and backgrounds brought by all within our global community. We are committed to a positive environment where diversity and inclusiveness is celebrated and everyone is treated fairly regardless of sex, sexual orientation, gender reassignment, disability, age, ethnic origin, religion or belief, marital or civil partnership status or whether pregnant or on maternity leave. We commit ourselves to providing a learning, working and social environment that is free from discrimination, prejudice, intimidation, stigmatisation and all forms of harassment and bullying.

The Business School's vision: 'To be the Business School for empowerment, enterprise and employability for all'.

Our mission statement: 'Empowering our communities to apply business knowledge for positive societal impact'.



Lead academics

  • Ashleigh Logan-McFarlane is the lead on the MSc Marketing suite programme leader. She leads on curriculum review/development and enhancing student experience. She also co-ordinates the MSc two-day induction experience in September and January. She predominantly teaches at undergraduate and postgraduate level on consumer behaviour and culture, marketing and society modules. This is reflective of her multidisciplinary research interests. She draws from a variety of social and cultural theories, primarily from sociology and media studies, to explore notions of consumption practices, celebrity brands, consumer identity work and community to further understanding of consumer practices in marketing. She specialises in qualitative methodologies; in particular, online ethnographic approaches such as netnography (see Logan (2015).
  • Dr Nathalia Tjandra is a Marketing Lecturer at Edinburgh Napier University. She is the programme leader of BA/BA (Hons) Marketing Management Hong Kong delivered in collaboration with SCOPE, City University of Hong Kong. She has been involved in delivering Strategic Brand Management (PG), Brand Management (UG), Emerging Markets (UG) and Marketing Ethics (UG) modules in the UK and overseas. She is a visiting professor in University of Ciputra, Indonesia. Nathalia completed her PhD at Edinburgh Napier University in August 2013. The title of her PhD is “On the road to brand leadership: co-creating with independent financial advisers (IFAs)”. Her PhD was a fully-funded studentship and conducted in collaboration with one of the largest long-term savings investments providers in the UK. The thesis investigated the management of a triadic relationship between long-term savings and investments provider(s), IFAs, and customers; IFAs' view of branding and brand equity; and the development of a co-creation model in a triadic relationship network. She is currently undertaking research projects in Indonesia in the areas of online shop branding and tobacco marketing ethics, as well as in Hong Kong in the area of ageing employment in the sector.
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    How you’ll be taught

     This is a full-time course and is split up into three trimesters. You can choose to start in either January or September.

    Duration:

    September starts: 12 months;

    January starts: 18 months with a three-month break over the summer (after the first taught trimester).

    You’ll learn by a variety of teaching methods including lectures, tutorials and independent study.
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    Assessments

     You will be assessed in the following ways:

    Presentations
    Debates
    Group presentations
    Reports
    Essays
    Closed Book Examination

Modules

Modules that you will study* as part of this course

Advertising as Cultural Discourse ( LNG11105 )

This module considers advertising as a form of cultural discourse reflecting perceptions of society and otherness. It allows you to develop critical awareness of linguistic, rhetorical, content and semiotic approaches to the analysis of text, sound and image of different forms of advertising and to apply these to a variety of geographical, temporal and media contexts. Throughout the course the emphasis is placed on cross-cultural comparisons.

It involves the following:
Discussion of theoretical and methodological approaches to the analysis of advertising text and image in large diachronic studies and small samples; selection of advertising material in different historical and cultural contexts; intertextuality; representation of nationhood; construction of the 'tourist gaze' in destination advertising; use of stereotypes; language fetish in advertising discourse; impact of regulations on advertising creativity and production.

Further information

Consumer Insights ( MKT11112 )

Introduction to the subject area and topical consumer issues. The contexts in which the marketer operates (e.g. organisational contexts profit/non-profit, differences in needs/wants/values and segmentation, targeting and positioning) and key factors that influence consumer dynamics e.g. individual (motivation, learning, perception, attitudes, lifestyles) and group (opinion leaders, reference groups, culture). Understanding and enhancing the consumer experience through examining the consumer decision making process.

Further information

Contemporary Issues in Festivals and Events ( TSM11123 )

This module provides a varied and stimulating programme of study that enables you to understand and appreciate the extensive range of contemporary issues facing festival and event organisations across the world; and to critically examine research and emerging themes in the study of festivals, events and related areas. The module moves beyond the business and marketing-driven approaches of events management towards a more conceptual analysis and understanding of events from a socio-cultural perspective.
The module will examine junctures between the social sciences and the field of festivals and events. It applies and contextualises theories within the discourse of events to provide a greater understanding of the significance of events in contemporary society. Studying this module provides you with a structured and detailed examination of issues pertaining to, for example, event tourism, festival and events in society, events ritual and performance, consumption, place and representation, social movements, and mobilities; along with emerging trends such as ‘pop-up’ events, the sharing economy, and changing demographics. Moreover, it enhances your ability to critically review the influences of such issues and trends upon the international festivals and events industry.

Further information

Developing Intercultural Competence in the Workplace ( LNG11120 )

This module begins with a discussion of the cultural diversity phenomenon, a day-to-day reality that brings both challenges and opportunites to today’s workplace. Approaches adopted by practitioners to managing cultural diversity will be critically examined and compared, with a particular emphasis on intercultural team-building. The module content then focuses on intercultural competence, an element that is central to the intercultural team-building agenda. Perspectives and insights will be drawn from relevant disciplines, such as intercultural communication, cross-cultural management and education. Participants will consider ways of cultivating their own intercultural competence as well as facilitating others’ intercultural competence development especially in work-based contexts. Participants are encouraged to collaboratively create a peer-supported learning environment and reflect upon their own intercultural learning in this environment.

Further information

Digital Marketing Strategy ( MKT11124 )

This module introduces the theory, principles, and practice of digital marketing strategy. Using contemporary frameworks and recent case studies you will learn about paid, earned and owned media and their role in digital marketing strategy. You will investigate recent changes in online consumer behaviour and their impact on marketing practice. Some of the key topics discussed in this module will include: social media marketing, digital advertising, digital PR, online market research, user-generated content, mobile marketing, eCRM, content marketing strategy, email marketing, and online Public Relations. This module is accredited by the Institute of Digital Marketing.

Further information

Dissertation ( TBS11130 )

Research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination. Individual research, production of a dissertation, reflection on work undertaken.

Further information

Global Marketing ( MKT11104 )

* Introduction to Global Marketing - A Strategic Perspective
* The Strategic Marketing Process and Global Marketing Challenges
* The Global Trading Environment
* The Social and Cultural Diversity and Complexity of Globalisation
* Global Market Research and Opportunity Analysis
* Globalisation and Market Entry Strategies
* Global Product and Service Marketing
* Global Channels of Communication
* Pricing for Global Markets
* The Management of Global Distribution and Logistics
* Global / International Niche Strategies for Small and Medium Size (SME) Organisations
* Sustaining Competitive Advantage in a Global Environment

Further information

Marketing Communications ( MKT11101 )

Communications theory, stakeholders, decision making process, integrated marketing communications, marketing communications planning, budgeting & evaluation, advertising, sales promotion, public relations, sponsorship, direct marketing, personal selling, exhibitions, packaging, online communications, b2b communication, internal communications

Further information

New Venture Planning ( ENT11101 )

Description of module content:

The module covers the following:
The importance of new businesses to a thriving economy
Entrepreneurial thinking and aspirations
Entrepreneurial role models
The business planning process
Idea generation / development / evaluation
Market identification including exposure to market players
Researching the resources required including equipment, people, funding
Segmentation / positioning & differentiation / targeting
Developing the marketing Mix (7 P’s),
Financial planning leading to development of financial statements and realistic related assumptions
Growth aspirations of entrepreneurs

Further information

Principles and Practice of Marketing ( MKT11108 )

The module is essential to anyone wanting to work in business and / or marketing. Throughout the module we will analyse the principles and practices of marketing with a focus on their practical application.
The module covers:
1. Marketing environment
2. Marketing Strategy and objective setting
3. Marketing communications
4. Understanding Products
5. Pricing strategies
6. Logistics and distribution
7. Services marketing
8. Sustainability
9. Planning and control.
By studying Principles and Practices of Marketing you will learn how to make marketing decisions across an organisation, and how to devise and implement a marketing plan for a product / service of your choice.


Further information

Research Methods ( SOE11131 )

Research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination.

Further information

Social Media and Content Marketing ( MKT11111 )

This module explores key theories and practices related to social media marketing and content marketing. The structure of the module follows a well-established model developed by Solomon and Tuten (2020) that focuses on 4 zones of social media marketing. You will learn: 1. how organisations establish and maintain Social Communities using appropriate interactive creative content practices that are published on social media pages and profiles(LO1). 2. Social Publishing will open up the world of creative content for businesses and organisations, with a specific focus on blogging and other narrative and social/personality- driven media content(LO2). 3. The third element of this module will focus on Social Commerce, leading you to a full understanding of how content creation can be used for driving sales and encouraging engagement (LO3). 4. Social Entertainment will show you the ways in which social gaming and play, branded videos etc. can be used to enhance brand identity and online presence(LO4). You will also reflect on and critique the ways in which social mediaand content marketing techniques can be used in marketing and business contexts (LO5).

Further information

Strategic Brand Management ( MKT11103 )

Develop a critical understanding of strategic brand management theory and evaluate the value of such theory to organisations. Analyse the origin of popular brands. Strategic brand management process. Establishing brand position and values. Choosing brand elements to built brand equity. The role of advertising and the Internet in brand development. The legal protection of brands. Co-branding and brand conflict. Developing brand equity measurement and management systems. Managing brands in a global context and the not for profit sector. Branding and sustainability

Further information

* These are indicative only and reflect the course structure in the current academic year. Some changes may occur between now and the time that you study.

ACCREDITED BY

Disclaimer

Study modules mentioned above are indicative only. Some changes may occur between now and the time that you study.

Full information is available in our disclaimer.

Entry requirements

What are the entry requirements for Marketing?

The entry requirements for this course is a Bachelor (Honours) Degree at a 2:2 or above. 

We look for applicants to have a background in any discipline in order to be eligible for the programme.

We may also consider lesser qualifications if you have sufficient professional work experience within the industry.

Our entry requirements indicate the minimum qualifications with which we normally accept students. Competition for places varies from year to year and you aren't guaranteed a place if you meet the minimum qualifications.

Can I get admission into Marketing based on my working experience in this sector?

This course has academic entry requirements which are assessed alongside relevant work experience. Full details of any relevant work experience, including references should be submitted with your application and may be considered for entry where the minimum academic entry requirements are below those required.

Usually, unrelated work experience is not considered sufficient for entry without meeting the minimum academic entry requirements. Please contact us with your specific circumstances by submitting an enquiry form above and we will be happy to discuss your options.

Can I make an appointment with an advisor to discuss further about the admission process?

If you want to get more information on the admission process, please get in touch with the Postgraduate admissions team by submitting an enquiry form above.

If your first language isn't English, you'll normally need to undertake an approved English language test and our minimum English language requirements will apply.

This may not apply if you have completed all your school qualifications in English, or your undergraduate degree was taught and examined in English (within two years of starting your postgraduate course). Check our country pages to find out if this applies to you.

We welcome applications from students studying a wide range of international qualifications.
Entry requirements by country

Please note that international students are unable to enrol onto the following courses:
  • BM Midwifery/MM Midwifery
  • All Graduate Apprenticeship courses.

See who can apply for more information on Graduate Apprenticeship courses.

We’re committed to admitting students who have the potential to succeed and benefit from our programmes of study. 

Our admissions policies will help you understand our admissions procedures, and how we use the information you provide us in your application to inform the decisions we make.

Undergraduate admissions policies
Postgraduate admissions policies

Fees & funding

The course fees you'll pay and the funding available to you will depend on a number of factors including your nationality, location, personal circumstances and the course you are studying. We also have a number of bursaries and scholarships available to our students.

Tuition fees
Students from 2023/24 2024/25
Scotland, England, Wales, Northern Ireland, and Republic of Ireland £8,300 £8,715
Overseas and EU £17,090 £18,800
Please note tuition fees are subject to an annual review and may increase from one year to the next. For more information on this and other Tuition Fee matters please see Frequently Asked Questions about Fees Click this link for Information of Bursaries and Scholarships
The University offers a 20% discount on Postgraduate Taught Masters programmes to its alumni. The discount applies to all full-time, part-time and online programmes. The discount can only be applied to year one of a full-time Postgraduate degree, any additional years are exempt from the discount. For part time Postgraduate degrees the discount will apply to years one, two and three only and any additional years will be exempt from the discount.
Please note that the tuition fees liable to be paid by EU nationals commencing their studies from 1 August 2021 will be the Overseas fee rate. The University offers a range of attractive Tuition Fee bursaries to students resident in specific countries. More information on these can be found here.


Please note:

The discount for Edinburgh Napier alumni can only be applied to year one of a full-time Postgraduate degree, any additional years are exempt from the discount.

For part time Postgraduate degrees the discount will apply to years one, two and three only and any additional years will be exempt from the discount.

Please read our full T&C here

Careers

  • Finance
  • Law
  • Health
  • Charities
  • Tourism
  • Government
  • Advertising
  • Brand management
  • Information technology
  • Market research
Graduate student smiling for the camera as he works on a laptop