MSc Marketing Course Structure

The course is modularised so that the credits awarded at the each of each assessed module are accumulated towards a Postgraduate qualification.

To achieve a Postgraduate Certificate in Marketing

  • Successful accumulation of 60 credits

To achieve Postgraduate Diploma in Marketing

  • Successful accumulation of 120 credits through the completion of:


4 core modules                              

(20 credits each)


4 elective modules   

(10 credits each)

To achieve the Postgraduate Degree of MSc Marketing

  • Successful accumulation of 120 credits, and

An individual or group research project - (Knowledge Management and Practice Module - 60 credits)

The course begins with the two-week Flying Start Leadership Programme.  Further information can be found here: Flying Start Leadership Programme.   This programme introduces all MSc students in the Stirling Management School to the University and explores what will be expected from them over their year at Stirling.  Through discussions, group work, team-building exercises and meetings with local business people, it provides a solid platform for their future studies.

After the completion of the Flying Start Leadership Programme, a series of three core modules in the Autumn Semester will equip you with the essential skills needed to understand the theory and practice of marketing.  These skills are practised using marketing cases and the Markstrat computer-based marketing simulation which allows students to develop and run a portfolio of brands in the safety of the classroom.  Our links with various commercial industries in Scotland and throughout the world allow our staff to draw on a wide range of marketing experiences and practices as well as providing guest lectures by practitioners and site visits to local businesses.

The modules in the Spring Semester offer you the opportunity to engage with a wider range of activities within marketing.  As a student of Marketing, there are two core modules and a choice of two from ten possible elective modules.  The core modules aim to reinforce your understanding of marketing theory through practice: through group projects for an external company and the production of communication materials.  In particular, students are coached in the theory and practice behind the production of an academic poster setting out their views on a particular marketing topic.  They must then defend their poster and its design in an open session with academics and other students. 

The elective modules allow you to deepen your understanding of selected topics in marketing, branding and retailing.

Core Module (Autumn Semester)

Core Modules (Spring Semester)

Elective Modules (Spring Semester - select four modules)

Research Project (Summer Semester) 


© University of Stirling FK9 4LA Scotland UK • Telephone +44 1786 473171 • Scottish Charity No SC011159
Portal Logon