MSc Marketing

Postgraduate, Full-Time

With strong industry links, this practical course will equip you with the skills and knowledge to develop a career in business all over the world.

  • Napier code:

    31401MM

  • Course type:

    Full-Time

  • Duration:

    1 year, or 18 months for January start

  • Award:

    MSc

  • Location:

    Craiglockhart campus

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Course introduction

A career in marketing can take you into almost any sector of business and into workplaces all over the world.

With an understanding of consumer behaviour and effective communication techniques, you’ll be able to help guide businesses towards commercial success.

This course introduces you to the theories and principles of marketing, then presents them in practical applications based on real business scenarios. It’s an effective combination of teaching styles, and one that has resulted in increased employment opportunities for many of our previous students.


marketing

Marketing requires a wide range of skills. You’ll learn to think analytically and critically examine the issues confronting the global business environment. You'll develop quantitative and qualitative research skills and presentation techniques and you’ll 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 good links with industry bodies including the Chartered Institute of Marketing and the Institute of Direct Marketing which add further credibility to the course.

This is a full-time course and is split up into three trimesters. You can choose to start in either January or September. You’ll learn by a variety of teaching methods including lectures, tutorials and independent study.

Subjects include

  • Principles and Practice of Marketing
  • Marketing Communications
  • Consumer Behaviour
  • Strategic Brand Management
  • Global Marketing
  • Research Methods
  • Dissertation

One option module from

  • Direct and Digital Marketing
  • New Venture Planning
  • Advertising as Cultural Discourse
  • Professional Selling and Sales Strategies
  • Developing Intercultural Competence in the Workplace 
  • International Festival and Event Management


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

Full information on this is available in our disclaimer.

The scope of marketing employment opportunities is wide. Most businesses recognise the need for a marketing function and positions constantly arise in a variety of areas worldwide such as:

  • finance
  • law
  • health
  • charities
  • tourism
  • government

Your qualification could lead to a marketing role in:

  • advertising
  • brand management
  • information technology
  • market research


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.

English language requirements

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.

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.

International students

If your qualifications aren't listed above, visit our country pages to get entry requirements for your country.

Please note that non-EU international students are unable to enrol onto the following courses:

BN Nursing/MN Nursing (Adult, Child, Mental Health or Learning Disability)

BM Midwifery/MM Midwifery

Admissions policies

We are committed to being as accessible as possible to anyone who wants to achieve higher education.

Our admissions policies will help you understand our admissions procedures and how decisions are made.


Tuition fees
Students from 2017/18 2018/19
Home/EU £6,466 £7,000
Overseas £12,620 £13,000
This course comprises of 180 credits from taught modules and a dissertation. The total fee you will pay is dependant upon the exit award you wish to achieve.

Frequently Asked Questions about Fees
Information of Bursaries and Scholarships

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 Behaviour ( MKT11102 )

Introduction to the subject area, definitions and topical consumer behaviour issues including CCT (Consumer Culture Theory) and social-cognition theories of attitude, motivation and behaviour change. - An overview of the consumer setting; consumer culture and the present anthropological and sociological marketing environments. - An examination of the consumer decision making process and different mental processes consumers’ employ - A critical examination of key psychological and sociological factors that influence the consumer decision making process. For example, social class, geo-demographics, values, attitudes, and lifestyles. - The self; stereotypes, objectified brands, brand identity and value and subsequent consumer behaviour, social media and technology - Social Marketing: Topical issues and consumer behaviour change - A review of the different methods used for researching consumers including questionnaires, focus groups, experiments, ethnographic and netnographic qualitative techniques. - Debate; outline of motions set and literature search requirements

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). To facilitate the exploration of these two areas, participants will engage with theories and practices in intercultural training in a peer-supported learning environment and reflect upon their own intercultural learning experience in this environment.

Further information

Direct & Digital Marketing ( MKT11105 )

Theory, principles and practice of Direct Marketing and Digital Marketing (D&DM). Major issues facing practitioners in these areas: D&DM as communications tool, distribution channel or system of marketing; the extent to which Digital Marketing challenges current Marketing paradigms and business models; changes in consumer behaviour and customer control with digital media and in D&DM strategy; the place and integration of D&DM in the marketing communications mix; the development of Digital marketing media; data quality and data protection issues both in Europe and other major markets; segmentation, targeting and profiling in D&DM; retention, loyalty and Customer Relationship Management; the role and effectiveness of database marketing in D&DM; customer acquisition; branding and responsiveness; the roles of testing and research; control, measurement and evaluation of effectiveness and efficiency; relationships to marketing and business planning; international marketing issues in D&DM. Media include direct mail, telemarketing, direct response advertising in conventional media, web, mobile and broadcast digital media.

Further information

Dissertation ( MKT11130 )

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

International Festival and Event Management ( TSM11110 )

This module critically engages the students allowing them to consider both the socio-cultural role and economic impacts of international festivals and events, for organisations, policy makers, regions or localities. The module will cover a range of festivals and events within an international context. Major multi-arts, sporting and religious events such as the Edinburgh Festival, Commonwealth Games or Mela's to small localised festivals and one-off events will be critically explored and the audiences for each type of event examined and evaluated. How some festivals and events, not aimed at tourists, have become tourist attractions in recent years will also be explored and challenged . Consideration will also be given to current issues and trends in festivals and events appraising the likely future demand and development of festivals and events worldwide

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 )

The module covers the following: The importance of new businesses to a thriving economy Entrepreneurial thinking and aspirations 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

Further information

Principles and Practice of Marketing ( MKT11108 )

The first part of the module will be explicitly based on marketing management principles and theories and focused directly on practical marketing management issues. Using this knowledge, you will work in a group and develop and present a marketing plan which will be applied in a computer-based business simulation. In the second part of the module you will have the opportunity to apply your proposed marketing plan and run a company in the virtual environment. In the end of the module, you will be asked to write a report which justifies your marketing decisions, evaluates the company’s performance and presents a 3 year plan based on the company’s situation at the time the simulation closes. This module encourages all aspects of teamwork and application of marketing principles and theories

Further information

Professional Selling and Sales Strategies ( SOE11127 )

This module will help you reinforce and improve upon and/ or embed the skillset needed to be a successful professional sales person in today's fast moving business environment. Topics covered in this module include: Personal Selling & the Marketing Concept, Relationship Strategy (Communication Styles/ Adaptive Selling & Ethics and Trust-Based Selling), Product Strategy (Creating Product Solutions & Product Selling Strategies), Customer Strategy (The Buying Process & Buyer Behaviour), Prospecting, Presentation Strategy (Consultative Sales Presentations & Creating Value with Sales Demonstrations), Negotiation, Adapting the Close and Confirming the Partnership AND Servicing the Sale and Building the Partnership.

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

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.

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.