Marketing and Brand Management Masters (MSc) degree course

Program Overview

The MSc in Marketing and Brand Management at Kingston University equips students with the knowledge and skills to succeed in marketing careers, particularly in brand management. The program emphasizes career readiness, industry connections, and experiential learning, providing students with a deep understanding of brand value and practical skills in brand development and management. Graduates are well-prepared for roles such as Marketing Manager, Brand Manager, and Brand Marketing Executive.

Program Outline

This MSc in Marketing and Brand Management is designed to equip students with the knowledge and skills needed to succeed in a wide range of marketing careers, particularly within brand management or brand marketing.

• Career-focused: The program emphasizes career readiness, equipping students with the practical skills and knowledge valued by employers in the marketing industry.
• Experiential Learning: Students engage in a variety of practical learning activities, including integrated tasks and workshops, to gain hands-on experience in branding and marketing.

Outline:

• Strategic Brand Management (30 credits): This module explores diverse theories of "the brand" and examines the strategic challenges faced by brands and their managers.
Students will develop their own brand management skills, learning to make effective contributions to brand strategy.
• Global Marketing Management (15 credits): This module examines how marketing management theories and methods can be applied in a global context, ensuring long-term success for organizations.
• Marketing Communications (15 credits): This module prepares students for careers in marketing communications, equipping them with knowledge and skills to plan, organize, manage, and evaluate communication between organizations and their stakeholders.
The module is delivered through lectures, in-class exercises, workshops, electronic learning, and guest speaker sessions.
• Branding Design (15 credits): This module teaches students how to nurture a distinctive brand through design management, covering the strategy, process, and implementation involved in executing the design elements of a branding strategy.
The module also prepares students for their dissertation by teaching them to critically evaluate research, construct and execute research programs, and present findings.
• Research Proposal and Dissertation (60 credits): This module allows students to research a specific area of marketing in depth, identifying a topical issue or problem and using appropriate theory and research methods.
Students will develop a research proposal and dissertation, demonstrating academic rigor and practical marketing implications.

Year 2 (Optional Placement Year):

• Professional Placement (120 credits): This module provides students with the opportunity to apply their knowledge and skills in a relevant working environment, developing key employability skills and subject-specific skills.

Assessment:

Assessment methods typically include a combination of practical assessments and coursework.

• Coursework: This may include essays, reports, self-assessment, portfolios, and the dissertation.
• Practical Assessments: This may involve presentations, pitches, or other hands-on activities.
• Marketing and Brand Management MSc: 97% coursework, 3% practical.
• Professional Placement Year: 100% coursework.

Teaching:

The course is taught by a team of experienced academics and professional practitioners with industry expertise. Teaching methods include:

• Lectures: These provide a foundation of knowledge and theoretical frameworks.
• Seminars: Interactive sessions where students engage in discussion and debate, applying concepts to case studies and real-world scenarios.
• Workshops: Practical sessions where students work on group projects, develop skills, and engage in hands-on activities.
• Case Studies: Real-world examples are used to illustrate concepts and encourage critical thinking.
• Online Learning Platforms: Support materials, resources, and online tools are available to facilitate independent learning.

Careers:

Graduates from this program typically enter the workplace in a range of marketing roles, with many progressing to marketing director level or above. Common career paths include:

• Marketing Manager
• Brand Manager
• Brand Marketing Executive
• Product Marketing Manager
• Media Planning Manager
• Consultant
• Digital Media Buyer
Some graduates may also choose to pursue doctoral research or use their acquired skills to start their own businesses.

Other:

• Embedded Work-Experience: The program incorporates real-life work experience opportunities, such as live-client projects.
Recently, students worked on a project with the Rose Theatre in Kingston, presenting solutions to real business challenges.
• Accreditation: The MSc in Marketing and Brand Management is accredited by the Chartered Institute of Marketing (CIM), providing students with the opportunity to gain a CIM Certificate in Professional Digital Marketing.
• Assessment Centre Experience: Students participate in an Assessment Centre Experience, providing them with tailored feedback to enhance their employability skills for the graduate job market.

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