MSc Multichannel Retail Marketing

Graduate with excellent career prospects, equipped with an in-depth knowledge of different dimensions of retail marketing and a range of practical and analytical skills.

Multichannel Retail Marketing

Key facts

  • Award Masters / MSc, Postgraduate Diploma, Postgraduate Certificate
  • Start date September 2021, September 2022
  • Duration MSc full-time 12 months, MSc part-time 24 months
  • Mode of study Part-time, Full-time, Campus based

The MSc Multichannel Retail Marketing will provide you with a comprehensive knowledge of core marketing principles, along with an additional focus on multichannel retailing, that will prepare you for a career in retailing and marketing management. The course has been designed to develop your knowledge and understanding of multichannel practices and their strategic importance to businesses as varied as retailers, manufacturers, or brand owners, as they consider the many routes by which they interact with customers.

Many of the modules that make up the MSc Multichannel Retail Marketing are taught by staff from the University of Stirling’s Institute for Retail Studies. Not only are teachers on the course research active but, drawing on the Institute’s thirty-five years of work within the retail sector, they also have a deep understanding of the practical issues involved in multichannel retailing. 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.

Top reasons to study with us

Course objectives

The MSc Multichannel Retail Marketing will provide you with a comprehensive knowledge of core marketing principles, along with an additional focus on the channel issues in retailing and marketing, that will prepare you for a career in retailing or retail marketing.   The course has been designed to develop your knowledge and understanding of the strategic importance of developing and managing retail channels at both national and international levels. At the end of the course you will  be able to:

  • explain the multiple routes or channels by which customers and retailers interact with each other and with the marketing activities of other businesses such as manufacturers and product brand owners
  • analyse the market competitiveness of a range of multichannel approaches used by retailers
  • understand the range of problems multichannel retailers face including brand consistency, matching prices across channels, the ‘last mile’ of a supply chain, and product returns
  • consider the social, political and cultural context of retailing and the impact that this has on channel choice in different international markets
  • explore the ethical issues that arise from retail marketing activities and to understand the impact retail marketing has on society in general

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 Masters students, providing a practical perspective on contemporary retailing and marketing topics through a series of guest lectures and workshops.

Students have recently worked on projects with representatives from the National Wallace Monument, Strathearn Strategic Consulting, Stirling Albion Football, EASA Training Ltd, 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.

Developing your brand

You will be encouraged to reflect on your overall strengths, identify weaknesses, and explore the directions in which you want to develop. You will learn about:

  • your approach to decision-making
  • your key strengths and weaknesses in working relationships
  • your value to the team
  • your communication style
  • you will then develop your personal brand to be marketed to future employers. 
Preparing Business Leaders of the Future

Postgraduate education at the University of Stirling Management School goes beyond textbooks 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, such as effective public speaking, to developing ways to work under pressure in difficult situations and manage conflict. Find out more about Flying Start.

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. Please visit the Prepare for Success website to get more information.

Work placements

You will work on real-world projects with key organisations who are using marketing for strategic development. Our extensive network of external organisations across all sectors provides opportunities to build your knowledge, skills and experience for a successful career in marketing analytics roles. 

Research overview

The Stirling Management School is one of the UK’s top 25 institutions for business and management research (out of 101 business schools) in the 2014 Research Excellence Framework (REF) exercise, and 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.

Changes at Stirling

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

Which course would you like to apply for?

MSc Multichannel Retail Marketing

Search for another course