Marketing MSc

2019-20 (also available for 2018-19 and 2017-18)

2018-19 (also available for 2019-20 and 2017-18)

2018-19 (also available for 2017-18)

Marketing requires analysis, vision and logic; as well as a healthy dose of lateral thinking, creativity and the ability to think outside the box. Marketing generates strategies that underpin sales techniques, business communication and business developments.

Start date

17 September 2018

7 January 2019

Duration

1 year full-time

Places available (subject to change)

20

Phone contact: +44 (0)1484 472956

About the course

The course is relevant if you have already studied marketing and want to continue to develop your specialist knowledge, or if you are new to marketing having studied a degree in another subject. The course forms the cornerstone of the Marketing MSc suite (with includes more specialist routes in International Marketing or Marketing Communications) and allows a broad approach with a choice of option modules.

We ground our marketing courses in real-world issues with opportunities for you to put marketing theory into practice; through the use of live case studies, an online marketing simulation, and by encouraging you to enter marketing competitions such as the annual Institute of Direct & Digital Marketing (IDM) competition. The varied marketing topics are studied in a range of ways including seminars, tutorials and lectures, case studies etc. Different modules have different teaching and assessment strategies, so some modules are based on individual work and others on a combination of individual and group work.

We have a vibrant and diverse student learning environment, with a focus on meeting the creative and analytical challenges posed by modern marketing. Key areas of study include Strategic Marketing, Integrated Marketing Practice, and Behavioural Analysis, with a choice of option modules in areas of International Marketing and Marketing Communications.

Further specialisation and an opportunity to pursue an area of marketing that interests you or which you are passionate about comes in your choice of project. You have a choice of two routes: Research Route or the Consultancy Route (subject to tutor approval).

We have a great track record of delivering marketing courses here at Huddersfield. In fact, we were the first academic institution to teach a dedicated marketing degree in the whole country.In 2017, we celebrated 50 years of delivering marketing courses at Huddersfield – a fantastic tradition of innovation and educating generations of marketing scholars and practitioners.

Our course enjoys close links to industry and professional marketing bodies, such as The Chartered Institute of Marketing (CIM) and the Institute of Direct and Digital Marketing (IDM); offering additional networking, advice, mentoring and updates for our students from the profession.

Fiona Cheetham, Senior Lecturer in Marketing Msc

Entry requirements

Entry requirements for this course are normally:

  • An Honours degree (2:2 or above) in any subject or equivalent professional qualification.

  • Applicants with other appropriate professional qualifications and/or experience will be considered on an individual basis.

  • Applicants whose first language or language of instruction is not English must meet the minimum requirements of an English language qualification. The minimum of IELTS 6.0 overall with no element lower than 5.5 or equivalent will be considered acceptable.

What our students have to say


The University of Huddersfield offers a diverse and vibrant student environment.

Located on one central town centre campus site, you’ll have access to all the learning resources and social amenities you’ll need.  There are students from over 120 different nationalities represented at the University of Huddersfield and they contribute towards a lively and enthusiastic campus. Each year you'll find different international student societies running cultural events, national celebrations and the renowned International Food Festival which showcases cuisine and culture from our different nationalities.

Watch our profile video to hear German student Sophie describe why she chose the University of Huddersfield.

Postgraduate banner for coursefinder for 6th March 2018

Postgraduate Study Fair


Come along to our Postgraduate Study Fair, Tuesday 6th March, 3pm – 6pm and discover all your postgraduate study and research options.

Our award-winning academic staff will be on hand to chat about all our postgraduate study and research options, flexible teaching and how postgraduate study can help you to advance your career or prepare for a career change. 

Find out more and book

Course Detail

The course has been designed to capture the essence of contemporary marketing whilst giving flexibility in terms of your own subject interests. There are five compulsory modules, which are shared with other routes in the Marketing MSc suite of courses, and two option choices from the list below:

Core modules:

Integrated Marketing Practice

The module is based around an online marketing simulation, where you'll work in teams in a fast moving and competitive environment. Segmentation, targeting and positioning strategy are key; along with their implementation through marketing mix decisions. The focus is on learning by doing, supported by seminars with consultancy and guidance available from the module tutor. Assessment comes in two parts: a group presentation and an individual assignment.

Behavioural Analysis

This module focuses on consumer behaviour and will introduce you to theories and concepts from different disciplines in order for you to (1) examine what consumers think and feel about the purchase and consumption of products, services, brands and ideas, and (2) assess the implications of this for the development of marketing strategy.

Marketing Research

Using a comprehensive marketing research process as the framework, this modules hones in on each stage of the process, highlighting the practical relevance to marketing issues. It also focuses on the understanding of different research approaches, methods and techniques. The assessment is based on a group marketing research project and an individual reflection report.

Strategic Marketing

This module utilises a strategic marketing planning process as a framework and focuses on the key issues concerning in each stage. It also looks at the failures and successes of different aspects marketing strategies, by studying real-life examples. The assessment is based on an individual essay, which examines a case company’s marketing strategies.

Marketing Communications

This module examines the strategic nature of marketing communications, and the role of planning and evaluation. You will be introduced to relevant marketing communication theories and concepts; with emphasis placed on social media/digital marketing, and the concept of Integrated Marketing Communications (IMC). Assessment for this module is based on an individual assignment.

Option modules:

Direct and Relationship Marketing

The module is structured in a way that provides you with a strong theoretical and practical understanding of direct and relationship marketing; as well as their implementation. You will be introduced to relevant theories, and are required to gain a full awareness of direct marketing campaign strategies and plans. You will develop your understanding further through the implementation, control, and evaluation of these direct marketing campaign strategies.

Strategic Brand Management

This module aims to allow you to develop a critical understanding of the strategic importance of brands and branding in an increasingly internationalised and globalised business environment. It is designed to provide a systematic understanding of how strategic decisions are made to build strong and successful brands.

Social Media Marketing

This module is designed to introduce you to Social Media Marketing. It keeps you at the forefront of modern practices: bridging the gap between theory and its practical application. Students will use a variety of social media tools and platforms to design, manage, and optimise campaigns.

International Marketing

The International Marketing module focuses on the key decisions that need to be made by organisations when considering operating in international markets. This includes the pros and cons of trading internationally, which markets to select, how to enter the market, and how to develop marketing programmes for the target market. This will be supported by study of the international environment and global customers. Assessment for this module is based on an individual assignment.

An opportunity to pursue an area of marketing that interests you or which you are passionate about comes in your choice of project. You have a choice of two routes: Research Route or the Consultancy Route (subject to tutor approval).

Final Project/Research Route

Research Methods and Techniques

This module is a designed to prepare you for your research. The module looks at how to choose your topic, how to research the current knowledge in your area of interest, and quantitative and qualitative research methods. The module is assessed through the completion of a literature review and proposal for your research paper or dissertation. You will be supported both by the module team and an individually assigned supervisor.

Research Paper

This module entails conceptualising, designing and conducting a piece of research using methods appropriate to your field of study. You will select a research topic which corresponds to your own particular interests and develop a more specialised knowledge and understanding of this area.

Final Project/Consultancy Route

Consultancy Skills

This module prepares you for the Applied Consultancy Project. It introduces the theory underpinning the process of consultancy in organisations. The module will analyse various models of consultancy and you will explore different stages in the consultancy cycle including: the purpose of consultancy in business context, project scoping and contracting, information gathering, analysis and report, action planning, implementation, review and exiting. You will also critically examine your own consultancy skills.

Applied Consultancy Project

The consultancy project provides the opportunity to engage in an applied consultancy project, normally investigation with a business sponsor and provide solutions to a commissioned business problem. Students teams will be expected to engage in the process of scoping the project with the business client, undertake the necessary information gathering, analyse the information and make recommendations. Such company problems may be of a strategic or operational nature, thus allowing you to draw on several disciplines in order to apply theory to current business practice.

In the Research Route, you can choose an area of research of personal interest and related to your subject area in marketing, with a view to conducting original research that can help illuminate understanding of a particular area of business. In the Consultancy Route, you will be engaged in a ‘real world’ project, normally with a business sponsor and provide solutions to a commissioned business problem. You will work in small teams to engage in the process of scoping the project with the business client, undertake the necessary information gathering, analysing the information and make recommendations back to the client.

Here at Huddersfield 100% of permanent teaching staff* have professional recognition as Fellows of the Higher Education Academy (HEA). Fellowships are only awarded to academics who can demonstrate their knowledge and ability to teach to a high standard. View our teaching quality and learning support services for students at Huddersfield Business School.

We have links with a number of professional bodies that can help your professional development and offer additional insights to your industry and profession. Huddersfield Business School works closely with the Chartered Institute of Marketing (CIM) and the Institute of Direct and Digital Marketing (IDM), providing you with access to a number of guest lectures and networking events throughout your studies.

*Permanent staff, after probation: some recently appointed colleagues will only obtain recognition in the months after their arrival in Huddersfield, once they have started teaching; research degrees applies to those on contracts of more than half-time.

Teaching excellence

  1. Here at Huddersfield, you’ll be taught by some of the best lecturers in the country. We know that for a fact, because all our permanent teaching staff* have been awarded professional recognition by the Higher Education Academy (HEA). Fellowships are only awarded to academics who can demonstrate their knowledge and ability to teach to a high standard.

  2. We’re unique in the fact that all our permanent teaching staff* have, or are completing, doctorates. This expertise, together with our teaching credentials, means that students here learn from knowledgeable and well-qualified teachers and academics who are at the forefront of their subject area.

  3. For the past nine years, we’ve been the UK’s leading university for National Teaching Fellowships too, which rate Britain’s best lecturers. It’s all part of our ongoing drive for teaching excellence, which helps our students to achieve great things too.

*Permanent staff, after probation: some recently appointed colleagues will only obtain recognition in the months after their arrival in Huddersfield, once they have started teaching; research degrees applies to those on contracts of more than half-time.

Student support

Learning Development Group: Our Learning Development Group (LDG) provides academic support to all students within Huddersfield Business School. We have a dedicated team of 4 experienced academic skills tutors who have taught at all levels including Master’s who can work closely with you to help you achieve your full potential throughout your time at the University of Huddersfield.

We can help with a wide range of academic skills including referencing, academic writing (such as essays, reports and coursework), research, reading, note-taking, dissertations and presentations as well as all other skills and issues relating to academia. As well as this, we also offer advice on dyslexia and can provide information on accessing disability support.

The LDG also provides support for international students. We recognise that there are many differences between studying here and in your home country. This is why we have dedicated academic skills tutors who can help you with both your study as well as your language skills.

Finally, online help is also available. We have a dedicated YouTube channel which offers several videos on academic skills suitable for all levels and years of study.

International Student Development: We understand that settling into a new country and environment can be very stressful. So, if you are an international student, the International Student Development (ISD) team can help provide support in understanding and adapting to the UK Higher Education environment as well as settling into life in the UK.

In addition, we can also help you develop the essential academic skills needed to ensure you achieve your full potential throughout your time at Huddersfield. We provide help and guidance to students at all levels (both undergraduate and postgraduate) with timetabled academic skills sessions. These sessions are delivered in same-course groups by our experienced tutors. In addition, English language sessions are available at foundation, intermediate or upper intermediate level. The number of weekly sessions and support you receive will vary depending on the level you are currently working at.

Student Support & Guidance: Huddersfield Business School has a Student Support & Guidance service which aims to ensure that you are fully supported whilst studying here with us at The University of Huddersfield. They are able to offer you help, advice, support and guidance on a wide range of matters that may be having an impact on your general well-being or university life and studies.

The team can offer one to one pre-booked appointments or drop-In sessions to discuss or give advice on anything that concerns you which may include; attendance, disabilities, timetable Issues, welfare and any personal issues that may be impacting upon your studies.

Library services and online study support: Students at the University of Huddersfield have access to a wide range of study resources through the library and additional online study support resources. Our modern, professionally organised library provides a wide range of books, cds, dvds and additional online resources such as company reports, market research reports and academic and professional journal archives. At key times in the academic year the library is open 24-7 and our students also borrow laptops, reserve study rooms for group working and access computer software programs.

Important information

We will always try to deliver your course as described on this web page. However, sometimes we may have to make changes as set out below.

We review all optional modules each year and change them to reflect the expertise of our staff, current trends in research and as a result of student feedback. We will always ensure that you have a range of options to choose from and we will let students know in good time the options available for them to choose for the following year.

We will only change core modules for a course if it is necessary for us to do so, for example to maintain course accreditation. We will let you know about any such changes as soon as possible, usually before you begin the relevant academic year.

Sometimes we have to make changes to other aspects of a course or how it is delivered. We only make these changes if they are for reasons outside of our control, or where they are for our students’ benefit. Again, we will let you know about any such changes as soon as possible, usually before the relevant academic year. Our regulations set out our procedure which we will follow when we need to make any such changes.

When you enrol as a student of the University, your study and time with us will be governed by a framework of regulations, policies and procedures, which form the basis of your agreement with us. These include regulations regarding the assessment of your course, academic integrity, your conduct (including attendance) and disciplinary procedure, fees and finance and compliance with visa requirements (where relevant). It is important that you familiarise yourself with these as you will be asked to agree to abide by them when you join us as a student. You will find a guide to the key terms here, where you will also find links to the full text of each of the regulations, policies and procedures referred to.

The Higher Education Funding Council for England is the principal regulator for the University.

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