MSc Marketing

Study for a Chartered Institute of Marketing (CIM) accredited Masters in Marketing and you'll graduate with excellent career prospects. We're ranked among the top institutions for marketing in the UK.

Key facts

  • Award Masters / MSc, Postgraduate Diploma, Postgraduate Certificate
  • Start date February
  • Duration MSc full-time: 12 months, MSc part-time: 24 months
  • Mode of study Part-time, Full-time, Campus based, Stand-alone modules


Chartered Institute of Marketing (CIM)

Chartered Institute of Marketing Graduate Gateway logo

Changes at Stirling for 2020

Find out about important changes including how you'll be taught, start dates and how we're making campus safer.

Our Masters in Marketing gives you the opportunity to gain a theoretical and practical understanding of marketing, and its role within organisations. You’ll learn about the practice and theory of modern marketing, as well as current business trends in the areas of brand identity creation, multi-channel marketing and sport marketing.

The MSc Marketing course was one of the first in the country to be accredited by the Chartered Institute of Marketing (CIM). CIM accreditation means that when you successfully complete the course, it's easier to gain a Professional Diploma in Marketing. Two of the Diploma modules will be waived and to gain the CIM Professional Diploma you will only need to undertake two CIM modules rather than the usual four, giving you a competitive edge in your career.

Our research-led teaching combined with a focus on practical applications is a key strength of this course. In addition to consistently engaging in academic literature through weekly readings and module assessments, the course gives you a number of opportunities to apply concepts, theories and frameworks to practical aspects. You will collaborate during your studies with a wide variety of organisations including not-for-profit, third sector and small and medium sized enterprises (SMEs).

The University of Stirling Management School

At the University of Stirling Management School, the principle of responsible business, policy and practice is central to everything we do. This vision helps us to equip our students effectively with the skills to act as global citizens, capable of addressing the needs of society.

As a member of the Chartered Association for Business Schools, we have strong links with industry and were recently awarded the Small Business Charter for engagement with local and regional enterprise.

Top reasons to study with us

The MSc Marketing provides you with an understanding of the concepts and systems underlying marketing practice and allows you to develop your skills of diagnosis and implementation in marketing management and research processes. At the end of the course you’ll be able to:

  • nurture and consolidate a customer-focused management approach in a variety of different market settings, organisation types and policy situations
  • design, plan, implement and evaluate research-based marketing strategies
  • gain exposure to ethical issues that arise from marketing activities and to understand the impact marketing has on society in general
  • conduct research into contemporary marketing practice
Industry connections

The University of Stirling Management School has excellent links with local and national organisations. Guest speakers from across the private, public and third sectors regularly engage with our MSc Marketing students, providing a practical perspective on contemporary marketing topics through a series of guest lectures and workshops.

In recent years, students have worked on consultancy-style projects with organisations such as the National Wallace Monument, Waterski Scotland, Strathearn Strategic Consulting, Stirling Albion Football Club, Scottish Biomedical, Snowsports Scotland, EASA Training Ltd, and Stirling Art. (replaces bullet list and par below about EASA)

Our students have also benefitted from recent site visits to external organisations such as ASDA, Blue Sky Experience (specialist team building and team development company) and New Lanark Visitor Centre.

Developing your brand

You’ll explore your personal brand and the directions in which you want to develop.  Beginning with the creation of an Insights® Discovery Personal Profile, the aim is to encourage independent, creative thinkers who know how to communicate their views and values to others, including potential employers.

Working with our team of consultants, you’ll receive your own Insights® Discovery Personal Profile which offers an engaging, reinforcing and transformational insight into your personality and how you compare to others. Based on the model of personality developed by Carl Jung, the Insights® Discovery profile offers you a framework for self-understanding and personal development.  The profile can help you to learn about your approach to:

  • decision-making
  • your key strengths and weaknesses in working relationships
  • your value to the team
  • your communication style
  • possible blind spots
Preparing Business Leaders of the Future

Postgraduate education at the University of Stirling Management School goes beyond text books and lecture rooms, we also focus on your personal and professional development.

Our unique Flying Start Leadership programme equips you with the awareness, knowledge and techniques essential for building a successful career. These range from practical skills, like effective public speaking, to developing ways to work under pressure in difficult situations such as conflict management. Find out more about Flying Start.

The Marketing Management Applications core module in the spring semester aims to provide you with an equivalent experience to an industry placement. It gives you the opportunity to gain knowledge and increase your confidence working on a ‘live’ marketing topic as you operate within the management boundaries and budget of an external client organisation.

The combination of academic frameworks and theories within the constraints of what can feasibly be done by the organisation within its own resources, will prepare you for similar tasks that will be required of you in your future career.

Preparation for International students coming to study in the UK

Prepare for Success is an interactive web learning tool for international students who are coming to the UK to study. Take a look at the Prepare for Success website to get more information.

Our Masters course is accredited by the Chartered Institute of Marketing (CIM), the world’s leading professional marketing body, and counts towards the CIM Professional Diploma in Marketing. Graduates of the course gain exemption from half of the CIM Professional Diploma modules.

If you’re interested in studying a module from this course, the Postgraduate Certificate or the Postgraduate Diploma then please email Graduate Admissions to discuss your course of study.

The Complete University Guide 2019 ranked Marketing at Stirling as 2nd in Scotland and 10th in the United Kingdom based on Research Quality and Research Intensity.  The Stirling Management School is one of the UK’s top 25 institutions for business and management (out of 101 business schools).

In the 2014 Research Excellence Framework (REF) exercise, 64% of our research outputs were classified as world-leading and internationally excellent in terms of their originality, significance and rigour. We were ranked 14th in the UK in terms of research impact with over 60% of our research impact judged to have outstanding reach and wide-ranging impact on the policies of public, private and governmental organisations.

Members of our academic staff regularly publish in journals such as:

  • British Journal of Management
  • Journal of Marketing Management
  • European Journal of Marketing
  • Journal of Business Ethics
  • Journal of Advertising
  • Industrial Marketing Management
  • Marketing Intelligence and Planning
  • Journal of Retailing and Consumer Services

Our staff consistently serve as conference and track chairs at international marketing conferences and hold editorial posts across a wide-variety of academic journals. Members of staff regularly provide consultation to industry in high-profile issues such as the horse meat scandal, the role of marketing towards children, and the issues facing the high street retailers across the UK.

What our students said

Siriphat Jirapathomsakul
Siriphat Jirapathomsakul
MSc Marketing with Brand Management
I completed a project which allowed me to put learning into practice for a local business, which gave me an understanding of the marketplace, team work and a real business environment.
Read Siriphat's story
Craig Black
MSc Marketing
The benefit of studying MSc Marketing at Stirling is the course design which has led to me gaining practical marketing skills alongside a wealth of knowledge in the subject.
Read Craig's story
Hayford Tawiah
MSc Marketing
I feel the programme equipped me with the skills I need such as teamwork, presentation and communication skills in order to be successful moving forward. I feel at home here at Stirling.
Read Hayford's story

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