Program Overview

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Marketing Strategy and Innovation MSc

Key information

Duration: 12 months

Attendance mode: Full-time

Location: Bunhill Row, Central London

Start of programme: September 2025

Application deadline: Rolling applications

Entry year: Showing course information for 2025

Overview

Marketing Strategy and Innovation MSc Who is it for?

Many people mistakenly equate marketing with advertising, yet true marketing encompasses a dynamic blend of creativity, innovation, analysis, and strategic insight. If you’re passionate about marketing and eager to make it your career—or to elevate your business—our MSc in Marketing Strategy and Innovation is the perfect degree for you.

Ranked 2nd in London for Marketing (QS Business Master’s Ranking 2025), our MSc offers strong industry connections with start-ups and major brands, giving you the opportunity to gain invaluable insights and practical experience in the field.

Tailored specifically for those with limited or no prior experience in marketing, this master’s course equips you with the foundational and advanced skills needed to excel in the field. Whether your background is in fine arts, medicine, business, or physics, our program prepares you for a successful first step into a professional marketing career.

If you already have advanced marketing knowledge, please take a look at our other MSc courses or our MBA programmes.

Why choose this course?

• Ranked 2nd in London for Marketing (QS Business Master's Ranking)
• Apply your learning in a strategy simulation game in a business pitch to a jury of London marketers and investors
• The opportunity to launch a marketing plan for a London start-up
• Tailor your course to your ambitions including international electives
• Use cutting-edge tech, generative AI applications and 3D printers.

Course objectives

Our master’s in Marketing Strategy and Innovation gives you a sound understanding of the principles and state-of-the-art practices of marketing. This postgraduate degree aims to equip you with rigorous theoretical and practical knowledge of professional marketing practice, the quantitative and qualitative analytical skills required to make complex marketing decisions, soft skills to influence people and organisations such as team-working, communications and leadership.

Explore how to innovate and create a buzz about new launches. Gain the latest knowledge on customer analysis, advertising, digital and social media marketing, fashion brand management, storytelling, sponsorship and other current topics. Through subjects including ethics and corporate social responsibility, reflect on the impact of your own work and that of the industry.

You’ll learn through interactive classes, case discussions, lectures from leading marketers and hands-on projects, including working with local start-ups, developing and pitching a business idea, and connecting with some of London’s finest senior marketers.

Teaching staff

The teaching staff on the MSc in Marketing Strategy and Innovation programme are leading researchers in their fields who create new knowledge and tools for ever more effective marketing. Many academics also look back at years of practical industry experience. Most courses are also enriched through guest lectures of leading London marketers, some of which have contributed to running the world’s most iconic brands.

In the highly interactive lectures of the Bayes MSc in Marketing Strategy & Innovation programme you will tap into this wealth of knowledge and experience, and thus build your own skill as a marketer.

Course director

• Dr Yusuf Oc

Regular guest speakers in the program include:

• Jon Goldstone - former Marketing VP at PepsiCo and Unilever, now global brand consultant at the brandgym.
• Simon Callender - Creative Planning Director at customer experience agency Initials, London.
• Michael Rocha - Global Director Brand, Business Valuation at Interbrand, London.

Course content

The degree aims to equip you with the most rigorous theoretical and practical knowledge on professional marketing practice, with the quantitative and qualitative analytical skills required to make complex marketing decisions, and with the soft skills to influence people and organisations through creativity, persistence, team-working, communication skills, leadership, and initiative.

Marketing is a fast-moving field. Therefore, each module is constantly updated to include the latest digital and analogue technologies (some of them developed by our very own lecturers) which enables you to devise path-breaking products and persuasive communication strategies in fast-changing social environments.

Course structure

Induction weeks

This MSc course starts with two compulsory induction weeks where you will get to know your new classmates and lecturers, learn how to collaborate effectively in multicultural teams, refresh your computer skills, meet Bayes’ careers services, and attend a careers fair.

Term 1

• Marketing Fundamentals
• Marketing Strategy and Practice
• Creativity, Innovation and Design for a Sustainable World
• Consumer Insights

Term 2

• Analytical Methods for Marketing
• Consumer Behaviour
• Brand Management and Communication Strategies
• Digital Marketing and Social Media

Term 3

All students complete two compulsory modules (Product Innovation Management and Technology and Marketing) in term three.

• Product Innovation Management
• Technology and Marketing: Artificial Intelligence and Machine Learning

You can then choose to take either a General Research Project or three electives.

• General Research Project
• Electives:
  • Country and Geopolitical Risk Management
  • Driving Supply Chain Innovation through Technology
  • Essentials of Accounting and Finance
  • Ethics, Society and the Finance Sector
  • Fashion Brand Management
  • Global strategy
  • New Market Creation
  • Retail Supply Chain Management
  • Strategy Consulting Skills
  • Storytelling for Business.

International electives

• Corporate Open Innovation (Rome)
• Luxury Marketing Strategy (Paris)
• Start ups: International Field Trip (Lisbon).

Assessment methods

• Course work
• Groupwork
• Presentation
• Problem sets
• Examinations
• Assessed essays

Term dates

Term dates 2025/26

• Induction: 15th September 2025 - 26th September 2025
• Term one: 29th September 2025 - 12th December 2025
• Term one exams: 5th January 2026 - 16th January 2026
• Term two: 19th January 2026 - 3rd April 2026
• Term two exams: 20th April 2026 - 1st May 2026
• Term three - international electives: 4th May 2026 - 15th May 2026
• Term three: 18th May 2026 - 3rd July 2026
• Term three exams: 6th July 2026 - 17th July 2026
• Resits: 10th August 2026 - 21st August 2026
• Additional resit week - tests only: 24th August 2026 - 28th August 2026.

Careers

You can expect to work as a marketing manager, campaigns manager or consultant, or find roles in business strategy, SEO consulting or even influencer marketing. Recent employers include Amazon, Charlotte Tilbury, Ogilvy and eBay.

Recent graduates have secured positions and job titles such as:

• Brand Manager
• Client Manager
• Communications Specialist
• Digital Marketing Executive
• Relationship Manager

Fees & funding

International fee

September 2025 entry

£32,600

Tuition fees are subject to annual change.

UK/Home fee

September 2025 entry

£26,000

Tuition fees are subject to annual change.

Deposit

£2,000 (usually paid within 1 month of receiving offer and non-refundable unless conditions of offer are not met).

First installment

Half fees less deposit (payable during on-line registration which should be completed at least 5 days before the start of the induction period).

Second installment

Half fees (paid in January following start of course).

Graduate Loyalty Discount

We are offering a Graduate Loyalty Discount of 20% on tuition fees to all our alumni when applying to any of our degree courses.

Scholarships & bursaries

Scholarships, sponsorships, loans and other funding could support your education at Bayes Business School.

Entry requirements

• A UK upper second class degree or above, or the equivalent from an overseas institution
• We accept applications from all academic backgrounds
• Work experience is not a requirement of this course.

Candidate profile

• This course is designed as a conversion course for students with little or no marketing education and experience
• If you have studied some marketing a while ago, or have worked in a junior marketing position, taking this course will help you move ahead
• If you have specialised in marketing during your Undergrad studies, you are welcome to study this degree, but please be aware that some contents may look familiar
• If you have worked in strategic marketing positions for more than three years, please take a look at our MBA programme, which will be more suitable
• The MSc in Marketing Strategy & Innovation is not a highly quantitative course as it is open to graduates from a variety of disciplines, but it still teaches some maths and statistics.

Interview

Applicants selected by the Admissions Panel may be invited to an online interview. We will contact all selected applicants with full instructions after the Admissions Panel has made an initial assessment of your application.

English language requirements

If you have been studying in the UK for the last three years it is unlikely that you will have to take an English language test.

If you have studied in the UK at degree level for less than three years (e.g. 3+1, 2+1, 2+2, etc.) you will be required to provide the results of an approved English language test and possibly resit the test to meet our academic entry requirements.

Apply

Please see our Application Guide for details of the documents you will need to supply as part of your application, and other useful information.

We cannot comment on individual eligibility before you apply. We can only make a decision on your application once it is fully complete, with all requested information received.

Student life

We are located right in the heart of London. Being a City St George's student allows you to take advantage of all that London has to offer.

London is ranked first as 'Best Student City' in the world to study in (QS, 2025).

Related courses

• Entrepreneurship
• Innovation, Creativity and Leadership
• International Business