Program Overview

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MSc Marketing

Overview

Our course brings together the latest industry and practice driven techniques in marketing. For a career in the most exciting and dynamic of all the business disciplines.

Mode of Study:

Full-time

Duration:

1 years

Start date:

JanSep

Course details

A career in marketing requires a wide range of skills. Our course will teach you to think analytically and critically examine the issues confronting the global business environment.

We’ll help you to develop quantitative and qualitative research skills. Helping you to develop your presentation techniques. Skills that will help you to 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 links with industry bodies including the Chartered Institute of Marketing, The Marketing Society Scotland and the Institute of Data & Marketing which add further credibility to the course.

Our team work together with students to encourage innovation, enterprise and citizenship through our marketing community.

How will my degree reflect sustainability and sustainable development?

The Principles of Responsible Management Education (PRME) – established under the UN Global Compact – places a clear onus on Higher Education to ‘transform management education and develop the responsible decision-makers of tomorrow to advance sustainable development ’. The Business School is a PRME signatory, and we seek to influence professional practice and policy nationally and internationally, helping to drive key societal, economic and environmental impacts.

Our mission is ‘to empower communities to apply business knowledge for positive societal impact’ and we work constantly to embed practical actions into our curriculum, to promote sustainability and relate these to the key ideas of sustainability, as reflected in the 17 UN Sustainable Development Goals (SDG). Our undergraduate and postgraduate programmes now reflect one or more of the SDG, and our research is targeted to solve real world problems, mapped against the criteria used in the Times Higher Education’s Impact Ranking.

The most recent annual league table for Sustainability - compiled by People & Planet, the UK’s largest student campaigning network - again places Edinburgh Napier in a top 3 position among Scotland’s 19 universities. This reflects their assessment of our performance across a range of environmental and ethical considerations, which include carbon reduction and management, and education.

What is distinct about equality, diversity and inclusion?

Edinburgh Napier University is enriched by the diversity of perspectives, cultures and backgrounds brought by all within our global community. We are committed to a positive environment where diversity and inclusiveness is celebrated and everyone is treated fairly regardless of sex, sexual orientation, gender reassignment, disability, age, ethnic origin, religion or belief, marital or civil partnership status or whether pregnant or on maternity leave. We commit ourselves to providing a learning, working and social environment that is free from discrimination, prejudice, intimidation, stigmatisation and all forms of harassment and bullying.

The Business School's vision:

'To be the Business School for empowerment, enterprise and employability for all'.

Our mission statement:

'Empowering our communities to apply business knowledge for positive societal impact'.

Lead academics

• Ashleigh Logan-McFarlane is the lead on the MSc Marketing suite programme leader. She leads on curriculum review/development and enhancing student experience. She also co-ordinates the MSc two-day induction experience in September and January. She predominantly teaches at undergraduate and postgraduate level on consumer behaviour and culture, marketing and society modules. This is reflective of her multidisciplinary research interests. She draws from a variety of social and cultural theories, primarily from sociology and media studies, to explore notions of consumption practices, celebrity brands, consumer identity work and community to further understanding of consumer practices in marketing. She specialises in qualitative methodologies; in particular, online ethnographic approaches such as netnography (see Logan (2015).
• Dr Nathalia Tjandra is a Marketing Lecturer at Edinburgh Napier University. She is the programme leader of BA/BA (Hons) Marketing Management Hong Kong delivered in collaboration with SCOPE, City University of Hong Kong. She has been involved in delivering Strategic Brand Management (PG), Brand Management (UG), Emerging Markets (UG) and Marketing Ethics (UG) modules in the UK and overseas. She is a visiting professor in University of Ciputra, Indonesia. Nathalia completed her PhD at Edinburgh Napier University in August 2013. The title of her PhD is “On the road to brand leadership: co-creating with independent financial advisers (IFAs)”. Her PhD was a fully-funded studentship and conducted in collaboration with one of the largest long-term savings investments providers in the UK. The thesis investigated the management of a triadic relationship between long-term savings and investments provider(s), IFAs, and customers; IFAs' view of branding and brand equity; and the development of a co-creation model in a triadic relationship network. She is currently undertaking research projects in Indonesia in the areas of online shop branding and tobacco marketing ethics, as well as in Hong Kong in the area of ageing employment in the sector.

How you’ll be taught

This is a full-time course and is split up into three trimesters. You can choose to start in either January or September.

Duration:

• September starts: 12 months;
• January starts: 18 months with a three-month break over the summer (after the first taught trimester).

You’ll learn by a variety of teaching methods including lectures, tutorials and independent study.

Assessments

You will be assessed in the following ways:

• Presentations
• Debates
• Group presentations
• Reports
• Essays
• Closed Book Examination

Modules

Modules that you will study* as part of this course

Advertising as Cultural Discourse (IBC11104)

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.

Consumer Insights (MKT11112)

Introduction to the subject area and topical consumer issues. The contexts in which the marketer operates (e.g. organisational contexts profit
on-profit, differences in needs/wants/values and segmentation, targeting and positioning) and key factors that influence consumer dynamics e.g. individual (motivation, learning, perception, attitudes, lifestyles) and group (opinion leaders, reference groups, culture). Understanding and enhancing the consumer experience through examining the consumer decision making process.

Contemporary Issues in Festivals and Events (TSM11123)

This module provides a varied and stimulating programme of study that enables you to understand and appreciate the extensive range of contemporary issues facing festival and event organisations across the world; and to critically examine research and emerging themes in the study of festivals, events and related areas. The module moves beyond the business and marketing-driven approaches of events management towards a more conceptual analysis and understanding of events from a socio-cultural perspective.The module will examine junctures between the social sciences and the field of festivals and events. It applies and contextualises theories within the discourse of events to provide a greater understanding of the significance of events in contemporary society. Studying this module provides you with a structured and detailed examination of issues pertaining to, for example, event tourism, festivals and events in society, events ritual and performance, consumption, place and representation, social movements, and mobilities; along with emerging trends such as ‘pop-up? events, the sharing economy, and changing demographics. Moreover, it enhances your ability to critically review the influences of such issues and trends upon the international festivals and events industry.

Developing Intercultural Competence in the Workplace (IBC11102)

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. Participants are encouraged to collaboratively create a peer-supported learning environment and reflect upon their own intercultural learning in this environment.

Digital Marketing Strategy (MKT11124)

This module introduces the theory, principles, and practice of digital marketing strategy. Using contemporary frameworks and recent case studies you will learn about paid, earned and owned media and their role in digital marketing strategy. You will investigate recent changes in online consumer behaviour and their impact on marketing practice. Some of the key topics discussed in this module will include: social media marketing, digital advertising, digital PR, online market research, user-generated content, mobile marketing, eCRM, content marketing strategy, email marketing, and online Public Relations. This module is accredited by Institute of Data & Marketing (IDM)

Global Marketing (MKT11104)

In this module, you will develop an in-depth understanding of Global/International Marketing theories and concepts and how these theories can be applied to analyse international markets and inform international marketers' decision-making process in the internationalisation of a firm. Each week's lecture will introduce you to key theories in global/international marketing and how these can be applied in real international marketing cases. In tutorials, you will apply theories covered in the lecture to analyse real business cases and come up with solutions to different problems. You will engage with a range of international and Global marketing literature to learn important concepts in global marketing and develop academic reading skills such as evaluation and appraisal of global marketing literature. Upon successful completion of the module, you will understand the global marketing process and be able to provide solutions to challenges that global/international organizations face under the current global business climate from a global marketing perspective.

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

Principles and Practice of Marketing (MKT11108)

The module is essential to anyone wanting to work in business and / or marketing. Throughout the module we will analyse the principles and practices of marketing with a focus on their practical application. The module covers the marketing environment by evaluating marketing strategy and objective setting. The importance and understanding of the marketing mix focusing on products, marketing communications, pricing strategies, logistics and distribution are dealt with in relation to the key role in marketing. An understanding of planning and control is addressed. By studying Principles and Practices of Marketing you will learn how to make marketing decisions across an organisation, and how to devise and implement a marketing plan for a product / service of your choice.

Research Methods (SOE11131)

The focus of this module is for you to develop an understanding of research method approaches. The emphasis is on developing research skills that will equip you with the expertise to undertake relevant and topical research required for your future dissertation. The module will work logically through the techniques for writing a critical literature review Then offer sound insights into methodological considerations, along with the importance of the research design elements and ethics. The data gathering for both qualitative and quantitative will be explored, along with appropriate analysis techniques. Lastly, there will be a focus on how to evaluate and communicate your research.

Research Skills (TBS11109)

This proposal is for the development of a new Research Methods/Skills module that will provide you with an alternative 20 credit module to the existing SOE11131: Research Methods. This would be taught during a your second trimester and will develop skills and knowledge in: literature reviewing, secondary data gathering and analysis, approaches to personal reflection, business/research ethics, use of artificial intelligence, sustainability, equality, diversity and inclusion (EDI), etc.

Skills for Success (TBS11108)

Module is designed to ensure you are equipped with a longitudinal induction which ensures ‘How to be here’ foundation moves through Professionalism in classroom and beyond to Careers awareness and guidance as part of pass/fail attended module. This ‘levelling-up’ will provide an you with an enhanced experience if you have an identified skills gaps, and provide more skills balances for you within individual cohorts.

Social Media and Content Marketing (MKT11111)

This module explores key theories and practices related to social media marketing and content marketing. The structure of the module follows a well-established model developed by Solomon and Tuten (2020) that focuses on 4 zones of social media marketing. You will learn: 1. how organisations establish and maintain Social Communities using appropriate interactive creative content practices that are published on social media pages and profiles(LO1). 2. Social Publishing will open up the world of creative content for businesses and organisations, with a specific focus on blogging and other narrative and social/personality- driven media content(LO2). 3. The third element of this module will focus on Social Commerce, leading you to a full understanding of how content creation can be used for driving sales and encouraging engagement (LO3). 4. Social Entertainment will show you the ways in which social gaming and play, branded videos etc. can be used to enhance brand identity and online presence(LO4). You will also reflect on and critique the ways in which social mediaand content marketing techniques can be used in marketing and business contexts (LO5).

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. Branding and sustainability

• 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.

ACCREDITED BY

• Chartered Institute of Marketing
• Institute of Data & Marketing

Disclaimer

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

Full information is available in our disclaimer.

Entry requirements

Entry requirements

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.

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.

English language

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.

International students

We welcome applications from students studying a wide range of international qualifications.

Admissions policies

We’re committed to admitting students who have the potential to succeed and benefit from our programmes of study.

Our admissions policies will help you understand our admissions procedures, and how we use the information you provide us in your application to inform the decisions we make.

Fees & funding

Tuition fees for 2024/25

• Students from Scotland, England, Wales, Northern Ireland, and Republic of Ireland: £8,715
• Students from Overseas and EU: £18,800

Tuition fees are subject to an annual review and may increase from one year to the next. For more information on this and other tuition fee matters, please see our Fees and Funding links above.

The University offers a 20% discount on Postgraduate Taught Masters programmes to its alumni. The discount applies to all full-time, part-time and online programmes. The discount can only be applied to year one of a full-time Postgraduate degree, any additional years are exempt from the discount. For part time Postgraduate degrees the discount will apply to years one, two and three only and any additional years will be exempt from the discount. Please read our full T&C here

Please note that the tuition fees liable to be paid by EU nationals commencing their studies from 1 August 2021 will be the Overseas fee rate. The University offers a range of attractive Tuition Fee bursaries to students resident in specific countries. More information on these can be found here.

Careers

What can you do with a postgraduate degree in Marketing?

Marketing is an ever-evolving landscape, one that has changed rapidly with the growth of technology. Our postgraduate degree in Marketing will equip you with a higher level of skills and the ability to deploy marketing strategies and techniques in an ever-changing landscape. This course has links with industry bodies including the Chartered Institute of Marketing, The Marketing Society Scotland and the Institute of Data & Marketing which add further credibility to the course.

A career in marketing requires a wide range of skills. This course will further your knowledge and ability to think critically and provide creative solutions. You will benefit from strong links within marketing and advertising industries throughout the world. Also, there are a variety of guest speakers that provide key insight into industry standards and practices. This programme is one that will help you further your abilities as a marketing professional and gain the knowledge, confidence and connections required to thrive in a marketing environment.

What does a Brand Manager do?

A Brand Manager is a professional that is responsible for overseeing brand aspects such as development, positioning and performance. Their primary goal is to ensure the brand is perceived in a way that resonates with its target audience. They also focus on brand consistency across multiple marketing channels to achieve business objectives.

Daily tasks and responsibilities in this role may include:

• Create brand strategies
• Develop brand guidelines
• Develop marketing campaigns
• Market analysis