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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.

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Key facts

  • Award Masters / MSc, Postgraduate Diploma, Postgraduate Certificate
  • Start date October
  • Duration MSc full-time: 12 months, MSc part-time: 24 months
  • Mode of study Part-time, Full-time, Campus based, Stand-alone modules
  • Accreditations Chartered Institute of Marketing (CIM)

Join our webinar on 22 April 2020 to find out more about our MSc Marketing courses and get answers to any questions you might have about studying at Stirling.

Our University of Stirling Management School’s Marketing Division ranks among the top in the country. Marketing at Stirling was ranked 2nd in Scotland and top 10 in the UK  in the Complete University Guide 2019.

Marketing is about creating, communicating and delivering exchanges of value between an organisation and its customers that satisfy the customer, the organisation and society at large. Our Masters in Marketing course 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.

Our 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 approach 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. Our students collaborate during their studies with a wide variety of organisations including not-for-profit, third sector and small and medium sized enterprises (SMEs).

Degree pathways

This course is aimed primarily at students wishing to convert from other disciplines or those who wish to gain a qualification that will validate their work experiences. Additionally, you can gain recognition of your interest in a specific area of Marketing through our named pathways. You can work towards our core Masters degree, the MSc Marketing, or opt to specialise in one of the following pathways of study by the end of Semester 2:

MSc Marketing with Brand Management

This pathway offers you the opportunity to focus more on the specifics of developing and using brands.

MSc Marketing with Retail

You’ll have the opportunity to acquire and extend your knowledge in the area of retailing. The retail sector is a major employer throughout the world and one which requires a sound skill set in order to be able to manage profitable interactions with suppliers and consumers.

Both of our pathways are modular. If you take either pathway you'll take the same three core topics of study in Semester 1, to provide you with a depth of relevant and up-to-date marketing knowledge.

Then you can choose to specialise in either Brand Management or Retail, by taking related specialist modules. To complete your MSc, you're given the opportunity to showcase your learning through either an individual dissertation or a group research project in the area of branding or retail.

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
  • Course objectives

    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. Speakers have included:

    • Garry Lace - Manchester University
    • Martin Raymond - Cloudline PR Agency
    • Ken Thompson – Breakthrough Business Research.

    Students have recently worked on projects with representatives from EASA Training Ltd, Indigo Lighthouse, RD Support, Snowsports Scotland, Scottish Biomedical, Stirling Art and Waterski Scotland.

    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.

    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. 

    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
    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.

  • Professional accreditations

    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. Upon successful completion, you’ll only need to complete two modules with CIM to gain the Diploma.

  • Flexible learning

    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.

  • Research

    The University of Stirling Management School is rated among the top 25 in the UK for research impact, according to REF 2014. In Scotland, the School was ranked in the top five.

    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. Notably, current members of staff regularly provide consultation to industry in high-profile issues such as the recent horse meat scandal, the role of marketing towards children and the issues facing the high street retailers across the UK.

Siriphat Jirapathomsakul
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.
Siriphat Jirapathomsakul
MSc Marketing with Brand Management
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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.
Craig Black
MSc Marketing
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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.
Hayford Tawiah
MSc Marketing
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