Marketing Management
Postgraduate
MSc/PgDip/PgCert
Marketing
Salford Business School
Attendance
Full-time
Part-time
Course
One year
Two year
Next enrolment
January 2023
In a nutshell
Whilst technology has transformed the way businesses operate, the importance of an effective marketing strategy remains unchanged. MSc Marketing is a programme that focuses on the fundamentals of the discipline as an area of academic study and professional practice.
Our master’s in Marketing is accredited by the Chartered Institute of Marketing (CIM). Throughout the programme, you will explore traditional theories, contemporary practices and the latest trends from the worlds of marketing and communications. With the support and guidance of our academic team, you will develop key professional skills and learn to apply theory to practice.
MSc Marketing is aimed at students who do not necessarily have a background in business or business-related studies, and who wish to develop their knowledge of marketing. The programme is highly industry-focussed and culminates in the Industry Collaboration Project. You will choose one of four options to look at a real industry problem and provide researched solutions, helping you put your learning into practice. This is a research-informed programme with a practical slant. During your time with us, you’ll work on live briefs, examining products and services which are highly desirable to consumers, while running real-life campaigns.
Six good reasons to choose Salford Business School:
- A CIM-accredited and research-informed programme that applies core marketing theory to contemporary practice
- Real-world learning on the unique Industry Collaboration Project
- Multiple start dates to fit with your life priorities
- Beautiful campus just minutes from Manchester city centre
- Excellent industry links with the dynamic Greater Manchester business community
- Focus on the digital, ethical and sustainability business challenges of the 21st century.
Rob studied on the programme before starting his own business. He talks about his experience at Salford in the Made in Salford blog.
Find out more, register for one of our Open Days, explore the Salford campus on our virtual tour or learn more about our Masters courses in business, finance and law.
International students should apply for the MSc route.
The course also offers a distance learning option through our official partner Robert Kennedy College, Zurich, Switzerland.
You will:
- Learn to apply key marketing theories to contemporary business strategy
- Develop your understanding of both traditional and digital communication channels
- Examine consumer behaviour and how this affects marketing decisions
- Learn to use digital analytics and data analysis to inform strategic decision making
- Develop a digital marketing strategy for a company of your choice
- Put theory into practice in the Industry Collaboration Project
Placement
options available
International
students accepted
Course accreditations
This is for you if...
1.
You are keen to explore different marketing channels
2.
You are interested in critically evaluating theories on consumer behaviour
3.
You aspire towards a career in marketing
4.
You want to gain practical digital marketing skills
5.
You are analytical and enjoy working with data
6.
You are creative and a good problem solver
All about the course
The programme is block delivered and there are several entry points throughout the year. You will study the modules below in a sequence dependent on your start date.
The course is delivered in four blocks of intensive study periods. For each block, you study a single module for a six-week period. Teaching is delivered for six hours each week (at present, this is made up of three hours face to face teaching + three hours online lectures). In addition, you will attend the taught element of the Industry Collaboration Project each Wednesday afternoon during the six-week blocks. During this time, you will also undertake independent study in your own time with online support through the University’s virtual learning environment, Blackboard.
The Industry Collaboration Project (ICP) module accounts for the final 60 credits of your degree. You will have the opportunity to select between a placement, internship or dissertation, all of which are designed to accommodate your career aspirations and enhance your professional experience. You can choose to work with your own or another organisation on a live brief.
You will be allocated a supervisor who will mentor you through the ICP. You will also have the opportunity to engage with the Student Hub and askUK. askUK can help with pre project/placement support for students and opportunities for those going on placement to participate in training workshops to ensure best practice. You are responsible for finding your internship, placement or live project but the Student Hub can help you.
Part time students study alternate modules (one module on, one module off) to complete their degree in two years.
Marta’s work placement led to a job as a PR and Social Media Manager. Read about her experience at the Made in Salford blog.
Semester one
This module introduces you to the theory and practice of marketing management. Using current marketing theories, you will learn to apply key marketing concepts to contemporary brands while developing your ability to make strategic observations and recommendations for marketing management. You will analyse the segmentation, targeting and positioning strategies of major brands, assess the credibility and sustainability of marketing strategies and suggest potential future strategies to enrich these brands. The module leader is Dr. Peter Reeves.
Teaching:
- Lectures to introduce key knowledge of marketing management concepts
- Seminars to explore and apply this knowledge to real life marketing contexts
- Case studies, practical exercises and guest speakers and/or study visits
- Guided personal study supported by associated reading list, lecture notes, discussion boards and relevant journal articles
Assessments:
100% Individual report. You will write a 5000 word report on the marketing management of a particular brand. Using secondary research, you will consider key areas such as the marketing environment, competitor analysis and the marketing mix as well as segmentation, positioning and evaluation of current and future marketing strategies.
International Relationship Management
Central to modern international business is the development and maintenance of relationships with key stakeholders such as customers and suppliers. This module will develop your awareness of culture in international marketing communications and business-to-business relationships. In addition to traditional communications such as advertising, you will also look at how social media can be used to engage with consumers from different cultural backgrounds. You will also learn how global supply chains across a range of organisations and sectors can be managed responsibly and sustainably.
Teaching:
- Interactive lectures and seminars
- Group working on problem-based learning scenarios
- Guided personal study supported by associated reading list, lecture notes and relevant research articles
Semester two
Digital Marketing Analytics and Strategy
The module combines two interesting topics in the field of digital marketing:
(i) Digital Marketing strategies
(ii) Marketing/Digital Analytics.
To start the module, we look at digital marketing strategy development, the critical components of a digital marketing strategy and its strategic significance. Interesting topics like digital marketing intelligence, social media and search analytics, big data, customer centric digital strategy etc. will form this part of the module. You will be required to develop a digital marketing strategy for a company of your choice. This provides a platform to apply the principles and frameworks that you have learned.
Next you will work with business simulation as part of your learning process for strategic decision making. Working in a group of fellow students, you will act as an entrepreneur of your own company and, as a group, will actively make strategic decisions on a weekly basis for all components of business. Your decision-making will include digital elements to ensure they align with the overall strategy.
Teaching: you will learn through:
- Interactive lectures, seminars and business simulation activities
- Group working on a case study or article with group presentation of solutions
- Industry guest speakers and live project case studies to develop campaigns for
- Guided personal study supported by associated reading list, lecture notes and relevant research articles
Assessments:
40% Group Simulation Performance score
60% Individual Strategic Marketing Plan
Online and Offline Consumer Behaviour
This module focuses on understanding Consumer Behaviour, both in Online and Offline (Brick-and-Mortar) settings. You will examine a range of relevant consumer behaviour theories and their implications for marketing managers in relation to understanding consumers. You will also enhance your understanding of contemporary issues that influence consumers and how these impact marketers in designing, implementing and evaluating marketing strategies.
Assessment:
5,000-word individual portfolio report
These will allow you to demonstrate your critical understanding of the concepts, theories and debates that inform consumer behaviour and their practical implications for marketers, policy makers and consumers themselves.
Semester three (Industry Collaboration Project (ICP) - choose from:)
Work Placement
This is a paid industry placement and provides you with the opportunity to undertake 6-month employment with an organisation located regionally, nationally, or internationally.
You will source your own placement; however, you will have lots of support from the University of Salford and the Business School employability-hub and from your current industry contacts. You will also benefit from preparatory lectures in study skills, action planning, consultancy and more.
As part of your placement, you will analyse a ‘live’ business opportunity. This will include critical reflection on opportunities that allow you to apply the theoretical skills you have learned on your programme to an existing business issue; along with how you will develop and use appropriate problem-solving skills in a real-world environment. You will work on an organisational issue, working with the client on a full-time basis.
You will be allocated an academic supervisor to support you throughout your placement, from preparing your proposal and applying for ethical approval in your data collection, to field work and supporting the delivery of your proposed outcomes.
The ICP work placement will be assessed in the form of a 10,000-word dissertation that should demonstrate the work you have undertaken for your placement. Your dissertation will explain the deliverables created, the theories and concepts applied, the data gathering activities you have undertaken and the impact achieved. You will also include an appropriate level of critical reflection.
Assessment: 10,000 word dissertation
Internship
This can be a paid or unpaid internship and provides you with the opportunity to undertake 3-month internship with an organisation located regionally, nationally, or internationally.
You will source your own internship; however, you will have lots of support from the University of Salford and the Business School employability-hub and from your current industry contacts. You will also benefit from preparatory lectures in study skills, action planning, consultancy and more.
As part of your internship, you will analyse a ‘live’ business opportunity. This will include critical reflection on opportunities that allow you to apply the theoretical skills you have learned on your programme to an existing business issue; along with how you will develop and use appropriate problem-solving skills in a real-world environment. You will work alongside an organisation to identify and explore a real organisational issue up to 20 hours per week.
You will be allocated an academic supervisor to support you throughout your internship, from preparing your proposal and applying for ethical approval in your data collection, to field work and supporting the delivery of your proposed outcomes.
The ICP internship will be assessed in the form of a 10,000-word dissertation that should demonstrate the work you have undertaken for your internship. Your dissertation will explain the deliverables created, the theories and concepts applied, the data gathering activities you have undertaken and the impact achieved. You will also include an appropriate level of critical reflection.
Assessment: 10,000 word dissertation
Applied Dissertation
A 3-month Applied Dissertation provides you with a unique opportunity to examine an issue important to you and this should fit in with your programme of study. This is an advanced-level applied research pathway that can be based on a real-world business problem and examining an issue important to an organisation. The Applied Dissertation route provides you with the opportunity to apply the theoretical and practical knowledge you have gained from the taught elements of your course to a current organisational issue. You will implement and effectively use appropriate problem-solving skills through critical self-reflection and methodical, systematic research. It is a very good option to choose if you are considering moving into academic research or PhD upon completion of your master’s programme.
You will be allocated an academic supervisor to support you throughout your Applied Dissertation, from preparing your proposal and applying for ethical approval in your data collection, to field work and supporting the delivery of your proposed outcomes.
The Applied Dissertation will be assessed in the form of a 10,000-word dissertation that should demonstrate the work you have undertaken. Your dissertation will explain the deliverables created, the theories and concepts applied, the data gathering activities you have undertaken and the impact achieved. You will also include an appropriate level of critical reflection.
Assessment: 10,000 word dissertation
Entrepreneurship
A 3-month entrepreneurship dissertation involves analysing business opportunities and writing a business plan including critical reflection on opportunities, challenges and strategies. This will lead you on to establish a new business or incorporate your entrepreneurial thinking into the management of existing organisations. You should demonstrate an understanding through the development of an enterprise idea in a specific sector or industry, together with evidence of critical and analytical evaluation. You may find the entrepreneurship dissertation both challenging and rewarding, as it is a practical module in an area which you should have an interest in.
You will be allocated an academic supervisor to support you throughout the entrepreneurship dissertation route. They will assist you in developing your skills and reasoning to support entrepreneurial action while working on the development of your own innovative business idea. In doing this, you will prepare a proposal, ethical considerations for your data collection and field work to support the development of your business plan.
The Entrepreneurship route will be assessed in the form of an 8,500-word dissertation that should demonstrate the work you have undertaken for your entrepreneurial business idea. Your dissertation will explain the deliverables created, the theories and concepts applied, the data gathering activities you have undertaken and the impact achieved. You will also include an appropriate level of critical reflection.
Assessment: 8,500 word dissertation
Please note that it may not be possible to deliver the full list of options every year as this will depend on factors such as how many students choose a particular option. Exact modules may also vary in order to keep content current. When accepting your offer of a place to study on this programme, you should be aware that not all optional modules will be running each year. Your tutor will be able to advise you as to the available options on or before the start of the programme. Whilst the University tries to ensure that you are able to undertake your preferred options, it cannot guarantee this.
Why Choose Salford Business School?
Salford Business School aims to foster the next generation of leaders and create a new vision of innovative and entrepreneurial leadership. We are integrated into the local business community as a hub for knowledge creation and exchange.
This means that our teaching is highly practical and your learning is informed by our industry partners. Every postgraduate course includes a work placement or work experience project in the UK or internationally so you can put your learning into practice before you graduate. We are proud that our industry collaborations and partnerships benefit students, businesses and the community.
With multiple start points for our degrees, you can choose when to start your studies so that they fit with your life priorities. We want you to succeed in your studies and in your profession so we provide the support you need to achieve your aims.
Our goal is to prepare you for a fulfilling life and professional career. Along the way, you’ll learn to be curious, adaptable and confident, ready to meet the digital, ethical and sustainability challenges of the 21st century.
Is Business a Science or an Art?
At Salford Business School, our postgraduate degree award is the Masters of Science (MSc) to reflect our approach to business knowledge. We believe that business decisions should be data-driven and evidence-based – even when the outputs are innovative and creative.
Where will I learn?
Salford Business School is located at the heart of the University’s beautiful Peel Park campus and just minutes from Manchester city centre. Teaching facilities include Lady Hale and Chapman buildings which offer stylish modern spaces with lecture theatres equipped with the very latest technology and large screen displays. Small group learning (tutorials, seminars and workshops) is held in dedicated spaces within Maxwell, Peel and Chapman buildings. Throughout our campus, there is a choice of individual study areas as well as communal learning and breakout spaces for group working.
The University library isn’t just for reading books. The ‘library in the park’ is a fresh, modern learning space with PC suites, Mac computers, bookable working rooms and café. It's open 24/7 everyday of the year (except Christmas Day!) so you can study when it suits you. It'll be an important place for you; in 2020, 100% of students asked agreed that the library resources have supported their learning (University of Salford analysis of unpublished NSS 2020 data).
You will have access to a range of study skills sessions to help you get ready for postgraduate learning and be successful in your studies and in your work. These include academic writing, research and digital skills.
A dedicated Business School Employability team will help you with work placements and work skills. You can access our professional, on-campus employability services at any time – even after you graduate. We can help you to create the perfect CV and LinkedIn page, as well as practice interview techniques and offer career advice.
Interested in starting your own business? Launch@ Salford is the incubation centre for business start ups providing a reception area, hot desk office space, private meeting rooms – and a networking lounge where you can grab a coffee and make those business connections.
Getting Here
University of Salford is easy to get to with Salford Crescent train station right in the centre of our main campus. Whether by bus, rail, bike, car or plane, Peel Park campus is easily accessed from all over Greater Manchester, Lancashire and beyond. For international students, Manchester airport is a short ride away and offers regular flights from London and many international airports.
What about after uni?
On this Chartered Institute of Marketing-accredited course, you will gain a highly regarded formal qualification, as well as personal and organisational management skills that will enhance your career prospects. Our graduates have gone on to employment in a wide range of organisations, working in areas including brand management, marketing communications, social media marketing and heritage marketing.
If you are looking at starting your own business, this course will be a useful introduction to marketing to help you market your products. After graduating, Rob put his marketing skills and knowledge to the test when he launched his own business. Learn about his journey from master’s student to entrepreneur.
Career Links
The University of Salford grew out of the institutes of the late 19th century that provided a talented, technically proficient and professional workforce to support the UK’s rapidly growing industries. In the 21st century, this still holds strong. Whilst industry has changed significantly, the need for industry-focussed education is equally relevant today.
We teach the skills that employers need and as a result, our graduates enjoy excellent international career prospects.
The curriculum across our postgraduate courses balances academic teaching and professional experience. Our industry partners give us their input into the curriculum so that the teaching reflects industry’s current and future needs and you develop the skills that employers want. The Industry Collaboration Project, which forms the final third of your study, is designed to give you real-world experience so you can apply the theory you have learned.
What you need to know
APPLICANT PROFILE
This course offers excellent scope for aspiring and existing marketing professionals who want to improve their career development opportunities and employability. If you want to progress into a senior position in the public, private or third sectors this course will offer you the chance to gain skills which are highly sought by employers across a wide variety of organisations.
The MSc is the only route available for international students. Find out more about the dedicated support for international applicants.
ENGLISH LANGUAGE REQUIREMENTS
All of our courses are taught and assessed in English, so as an applicant you must meet our minimum English language entry requirements. If you are an international student and not from a majority English speaking country, you will need IELTS 6 with no element below 5.5.
We also accept a range of other English language qualifications. If you do not have the English language requirements, you could take our Pre-Sessional English course.
Standard entry requirements
Undergraduate degree
Normally a minimum 2:2 honours degree or equivalent or successful completion of the Graduate Certificate.
A wide range of professional qualifications are also accepted either in partial or complete fulfilment of entry requirements.
Where a student has gained a recognised honours degree but does not meet the normal entry qualification requirement, they may still be considered for entry if they can demonstrate relevant work experience of a minimum two years duration post study and acceptable level of responsibility.
International Students
We accept qualifications from all around the world. Find your country to see a full list of entry requirements.
Alternative entry requirements
Accreditation Of Prior Learning (APL)
We welcome applications from students who may not have formal/traditional entry criteria but who have relevant experience or the ability to pursue the course successfully.
The Accreditation of Prior Learning (APL) process could help you to make your work and life experience count. The APL process can be used for entry onto courses or to give you exemptions from parts of your course.
Two forms of APL may be used for entry: the Accreditation of Prior Certificated Learning (APCL) or the Accreditation of Prior Experiential Learning (APEL).
How much?
| Type of study | Year | Fees |
|---|---|---|
| Full-time home | 2022/23 | £8,280per year |
| Full-time international | 2022/23 | £15,300per year |
| Part-time | 2022/23 | £1,380 per 30 credit module |
| Full-time home | 2023/24 | £8,550per year |
| Full-time international | 2023/24 | £15,750per year |
| Part-time | 2023/24 | £1,425 per 30 credit module |
Fees for PgDip (4 x 30 credit modules) and PgCert (2 x 30 credit modules) are based on the fee shown above for part-time per 30 credit module.
Additional costs
You should also consider further costs which may include books, stationery, printing, binding and general subsistence on trips and visits.
Scholarships for international students
If you are a high-achieving international student, you may be eligible for one of our scholarships. Explore our international scholarships.
All set? Let's apply
Still have some questions? Contact us:
By email (UK applicants): enquiries@salford.ac.uk
By email (international applicants): international@salford.ac.uk
By phone: +44 (0) 161 295 4545