| Program start date | Application deadline |
| 2023-05-06 | - |
| 2023-09-18 | 2023-07-31 |
| 2024-01-15 | - |
Program Overview
Kent Business School's CIM-accredited MSc Marketing course is delivered by academic experts using the latest research and industry experience. On the course, you'll learn cutting-edge material on the marketing mix from the digital landscape to the foundational ideas of strategy and consumer market trends. You'll also develop practical skills through industry speakers, workshops, and the option to undertake an Industrial Placement.
Program Outline
Course structure
Duration:
1 year full-timeThis programme consists of 9 compulsory modules and 1 optional module in Stage 1 with Stage 2 finishing with a piece of marketing research.
The MSc Marketing programme is available with an optional industrial placement, which will require you to complete the Industrial Placement Report.
Modules
The following modules are indicative of those offered on this programme. This list is based on the current curriculum and may change year to year in response to new curriculum developments and innovation. Most programmes will require you to study a combination of compulsory and optional modules. You may also have the option to take modules from other programmes so that you may customise your programme and explore other subject areas that interest you.
Compulsory modules currently includeBUSN9027 - Innovation Management and New Product Development (15 credits)
This module advances students' knowledge on core innovation management theories and new product development practice. It is based around understanding of the nature of sustainable innovation and ability to identify the relevance and potential for sustainable innovation in value-creating, consumer-driven businesses. Indicative topics may include:
a) Innovation Management (e.g. innovation typologies / degrees of innovation, models of innovation and innovation management)
b) Innovation Systems (e.g. people, leadership and organisation structures for innovation)
c) Innovation Performance (e.g. determining how innovative an organisation is)
d) New Product Development (e.g. how to define and quickly implement concepts for new products, services and processes)
BUSN9065 - Consumer Behaviour (15 credits)
According to the traditional marketing concept, the Consumer is at the heart of all marketing activities. Thus, how consumers and organisations buy, own, consume and dispose of products, brands, marketplace communities, and experiences is the heart of marketing. Consumption is researched by a diverse array of disciplines including economics, anthropology, psychology, sociology and cultural studies, (human) geography, history and linguistics and political science. This interdisciplinarity has brought great depth and complexity to marketing's understanding of consumption.
Although the focus of this module is consumer behaviour, organisational behaviour will also be explored. Students will develop an understanding of how theories relating to consumer and organisation decision-making, and buyer behaviour inform marketing practice. There will be an emphasis on (i) a micro-level analysis, which relates to more immediate or individual aspects of Consumer and organisational buying behaviour; and (ii) the macro-level, relating to how the broader environment and cultural issues influence consumption.
BUSN9066 - Customer Insights (15 credits)
This module provides an overview of key topics within the domain of marketing research and will provide students the platform to understand the importance and use of information for making marketing decisions. While this module will cover concepts in marketing research, its focus will be on i) providing students with an understanding of how marketing research fits into the contemporary marketing framework, and ii) understanding and interpreting the use of marketing research information and tools for the purposes of understanding information use.
Indicative topics may include:
BUSN9090 - International Marketing Across Cultures (15 credits)
This module will combine lectures and seminars to present, transfer, discuss and summarise intercultural marketing concepts and frameworks. Indicative topics are:
BUSN9200 - Research Methods and Consulting Skills (15 credits)
Employers are in search for individuals who possess logical thinking, analytical capability, leadership, communication and the ability to work under pressure. This module develops the necessary research knowledge and skills for students to be able to successfully complete a piece of research in industry or consultancy contexts or academia. Indicative topics are:
BUSN9330 - Strategic Marketing (15 credits)
Topics are:
BUSN9520 - Integrated and Digital Marketing Communications (15 credits)
The module examines the main methods of marketing communications. Strengths and weakness of marketing communications channels will be analysed as well as their suitability and effectiveness. The module systematically evaluates the principles, methods and strategies of marketing communications. The role of message content, format and source will be discussed as well as psychological processes involved in consumers' processing of and response to advertising. The module will discuss how different marketing communications platforms can be combined to reach specific objectives. Indicative topics are:
BUSN9067 - Digital Marketing: Models and Analytics (15 credits)
The module aims to equip students with the knowledge to participate in the digital marketing efforts of organisations. Topics are:
BUSN9005 - Brand Management (15 credits)
TBC
Optional modules may include
BUSN9000 - Sustainability and Corporate Responsibility (15 credits)
Business failures in the global financial sector, and the subsequent repercussions for a range of different groups, not just shareholders, have put the spotlight on the role of business and the behaviour of managers. Is business just responsible for maximising profit for its owners, or does it have responsibilities to other groups? This raises a number of difficult questions; which groups? responsible for what? And if so, how to discharge these responsibilities?
BUSN9087 - Management Analytics (15 credits)
The aim of this highly practical module is to give students an intensive grounding in analytics modelling and hands-on experience in using industry-standard spreadsheet software (Microsoft Excel) to structure, analyse and solve a variety of problems encountered in business and management.
Students will learn how to build practical analytics models using descriptive analytics techniques to visualise and interpret data; predictive analytics techniques to predict future outcomes and trends; and prescriptive analytics techniques, such as optimisation and decision analysis, to support decision making in complex situations.
Students will be exposed to a variety of case studies that will prepare them to be data-driven managers and executives capable of utilising analytics for business value creation. Practical demonstrations will include examples in finance (e.g., optimal investment strategies, portfolio optimisation), human resources (e.g., staff scheduling, workforce planning, employee performance management), marketing (e.g., product development, customer classification, marketing campaigns optimisation), supply chain management (e.g., optimal transport routing, production scheduling) and project management (e.g., task scheduling, resource planning, project completion time optimisation).
BUSN9146 - Global Value Chains, Strategy and Development (15 credits)
This module introduces students to the area of global value chain (GVC) and its implications for different types of business enterprises (multinational enterprises (MNEs), suppliers, small, large), with a special focus on key theoretical and empirical academic publications as well as available datasets. GVCs are transforming the nature of trade, and it has brought both opportunities and challenges for business enterprises around the world. Such an understanding of GVCs is vital for managers to develop optimal relationships with their value chains partners, adapt to changing business circumstances, and make responsible decisions.
BUSN9173 - Project Management (15 credits)
In today's competitive and global economy, companies are turning to project management to consistently deliver business results. Increased number of international and complex projects brings with it a growing demand for project management specialists, according to Project Management Institute (PMI). This module introduces the principles and practice of project management in a global context. The module aims to:
Compulsory modules currently include
Teaching
Teaching and assessment
Teaching
We use a variety of teaching methods, including:
Classroom-based learning is supported by the latest online technologies and learning platforms.
Assessment
Your progress on this course is assessed through a variety of means, including:
Industrial Placements
Industrial placements are the perfect way for you to enhance your career prospects and deepen your understanding of a specific area of expertise. This MSc programme is available with the option to take an in-company or self-employed industrial placement of up to 12 months (visa dependent), allowing you to gain work experience in the UK or overseas.
Careers
Successfully KBS graduates: graduate destinations
Our Marketing graduates find work in consumer or business-to-business marketing, in a variety of marketing functions including marketing analytics, marketing communications, sales and brand management.
Companies that graduates have found work in, include:
Many of our students also stay local and find job opportunities regionally in small and medium firms or even set up their own businesses as well-equipped entrepreneurs.
Embedded employability: developing career-enhancing skills
You gain much more than an academic qualification when you graduate. We enhance your student experience and accelerate your career prospects to help you achieve your ambition.
From the moment you start with us, our efforts are focused on helping you gain the knowledge, skills and experience you need to thrive in an increasingly competitive workplace. As part of the course, undertake an Industrial Placement or opt for an In-Company Scheme to work on a real business case study. Go on our Business Start-up Journey and transform your idea into a business through ASPIRE. Our qualified careers practitioners provide support for up to three years after graduation.
Additionally, the Postgraduate Employability Edge programme, available to PGT students at Kent Business School takes place from Welcome Week through to the end of the academic year and is designed to enhance your career prospects further.
University of Kent
Overview:
The University of Kent is a public research university located in Canterbury, Kent, England. It is known for its commitment to ambition and providing a supportive environment for students to thrive.
Services Offered:
Guaranteed Campus Accommodation:
First-year students are guaranteed a place in campus accommodation upon accepting their offer.Free Gym and Fitness Membership:
First-year students receive a free sport and fitness membership.Campus Tours:
Prospective students can book tours to explore the campuses and learn more about accommodation options.Clearing Support:
The university provides comprehensive support for students applying through Clearing, including a dedicated website with information and resources.Student Life and Campus Experience:
The university emphasizes a vibrant student life with opportunities for community building, fitness, and social activities. Students can expect a welcoming and supportive environment.
Key Reasons to Study There:
Guaranteed Campus Accommodation:
Ensures a comfortable and convenient living experience.Free Gym and Fitness Membership:
Promotes a healthy lifestyle and fosters a sense of community.Comprehensive Clearing Support:
Provides reassurance and guidance for students applying through Clearing.Vibrant Student Life:
Offers a range of opportunities for social interaction, personal development, and community engagement.Academic Programs:
The context does not provide specific details about academic programs.
Other:
Entry Requirements:
The University will consider applications from students offering a wide range of qualifications. All applicants are considered on an individual basis and additional qualifications, professional qualifications and relevant experience may also be taken into account when considering applications.
