The University of Southampton
Southampton Business SchoolPostgraduate study

MSc Marketing Management (1 year)

With its unique focus on the digital and analytical aspects of marketing, this marketing management degree will place you at the cutting edge of marketing practice.

Introducing your degree

The rise of digital and online marketing has created two key business challenges – how to optimise the use of digital marketing techniques and how to interpret the complex datasets these techniques generate. With its unique focus on the digital and analytical aspects of marketing, MSc Marketing Management will equip you with the skills employers are looking for. You’ll gain a thorough grounding in key marketing concepts and techniques, both online and offline. A choice of optional modules, such as the popular Luxury Marketing module, will enable you to pursue your career interests. And you’ll learn from active researchers whose close links with industry ensure the course reflects the latest thinking in the sector.

Marketing Management

Overview

New technologies and the rise of digital and online communications have changed the marketing landscape. To stay in touch with the latest trends and understand their customers, businesses increasingly need marketers with knowledge of digital tools and the skills to interpret the vast amounts of data they generate.

The MSc Marketing Management’s unique focus on two key aspects of marketing – digital and analytics – will equip you to meet these needs. These two aspects are embedded across the course, for example when looking at the optimal use of loyalty card data or evaluating the effect of online customer feedback on brand reputation.

The course is suitable for graduates who are new to marketing. Our students come from a range of disciplines including media and communications, medicine and engineering.

Programme Structure

The first nine months of the course involve taught study over two semesters. You’ll then spend three months conducting your own research for the dissertation module. 

Compulsory modules in semester one will introduce you to the fundamentals of marketing theory and practice. They cover a range of core topics such as customer behaviour, brand positioning, the scope of online and offline communication tools, and the analysis of key marketing metrics such as return on investment and click-through rates. You’ll also be able to choose optional modules to suit your interests and career goals. These include:

  • Data Analytics, which will enable you to make sense of digital and online data in order to make effective business decisions. On this module you’ll learn to use ‘R’, a big data analysis software package; this is one of just a few UK masters courses to offer training in this industry-standard tool.
  • Luxury Marketing, which explores consumer behaviour, brand management and the use of digital marketing alongside traditional marketing channels in the luxury market.
  • Strategic Brand Management, which explores the effectiveness of brand management in the business-to-business and consumer context.
  • Business Ethics, which gives an overview of moral philosophy and shows how such ethical theories apply in a business context.

During the second semester you’ll study compulsory modules with a focus on strategic decision-making, designing and managing research projects, data-driven marketing and digital marketing. Optional modules in semester two cover topics such as web analytics, project management and design thinking in marketing. 

A module on the design and management of research projects will prepare you for your dissertation. You can choose a dissertation topic that reflects your career aspirations to enhance your employment prospects. Past projects have investigated consumer attitudes towards particular brands, consumer loyalty, purchase intention, brand identity and reputation, and the influence of review sites, blogs and vlogs on consumer behaviour.

You’ll graduate with a range of knowledge and skills including:

  • a strong grounding in marketing theory and practice
  • the ability to make sense of marketing data, using industry-standard software, in order to inform business decisions
  • techniques for gathering and analysing consumer opinion, including practical skills such as designing and conducting surveys, focus groups and online surveys, and the use of qualitative data analysis software such as NVivo
  • transferable skills such as teamwork, project management and communications skills 

Research-led learning

You’ll be taught by academics with expertise in strategic marketing, digital marketing, web analytics and consumer brand relationships. They bring their research findings and professional experience to their teaching. For example: 

  • Dr Mee Chi So, coordinator of the Data Driven Marketing module, has attracted substantial research funding to develop analytical software and dynamic pricing models.
  • Dr Cheng-Hao Steve Chen’s research, which explores the way concepts of self influence the purchasing choices of people in different cultures, directly informs the Luxury Marketing module.
  • Dr Weisha Wang’s research interests include customer behaviour, consumer psychology, cross-cultural marketing, branding strategies and social media marketing.
  • Dr Sunny Yang’s work focuses on developing formal theory and statistical models to suggest ways to create innovative business models or improve business performance in the fields of operations and supply chains, quantitative marketing, and entrepreneurship.

View the programme specification document for this course.

Key Facts

A distinctive focus on digital and analytical aspects of marketing.

One of the few UK marketing MSc courses to teach R analytics software.

Optional modules include the popular Strategic Brand Management, Luxury Marketing, Design Thinking in Marketing, Web Analytics and Data Analytics courses.

Course content is informed by lecturers’ links with marketing agencies such as Nielsen, Obergine and White.net

Graduates have gone on to work for Accenture, Burson-Marsteller, John Lewis, Ocado, HP, Lego and BearingPoint.

Entry Requirements

Typical entry requirements

Bachelors degree

2:1 classification UK bachelors degree or equivalent

Find out about equivalent entry requirements and qualifications for your country.

Acceptable subjects: A wide range of subjects accepted in Business, Economics, Science, Engineering, IT, Management and Marketing, Communication, Education, Political Science, and Sociology

Required module areas: No specific entry requirement

Excluded subjects: English translation, Art/Performing Art, Vocational Studies

Work experience in a related field can compensate for degree subject/grade.

Pre-masters course

You are able to progress to this MSc programme via the University's Pre-masters programme.

Selection process

The University’s Admissions Policy, available at www.southampton.ac.uk/admissions_policy, applies equally to all programmes of study. These are the typical entry criteria to be used for selecting candidates for admission. The University’s approved equivalencies for the requirements listed will also be acceptable. The entry criteria for our programmes are reviewed annually by the Faculty. Those stated were correct as of July 2015. Applicants should refer to their specific offer conditions on their offer letter.

International applicants

If English is not your first language, you will need to demonstrate that you have reached a satisfactory standard in an approved English language test.

The following scores are accepted for direct entry:

  • IELTS 6.5 overall with 6.5 in reading and writing, 6.0 in listening and speaking

All tests must be no more than two years old at the time of enrolment.

For more information visit a list of equivalent English language tests that are also accepted.

 

If you do not quite meet our English language requirements for direct entry, you may be eligible to apply for one of our pre-sessional English language courses. Please visit the Centre for Language Studies website for further information.

Visit our International Office website or the NARIC website for further information on qualifications.

Recognition of prior learning (RPL)

If you have professional experience, or credit through prior learning at another institution, you may be eligible to use this experience against some of the programme requirements for period of study. You will need to present evidence that you have met the learning outcomes of the programme. Read the University’s Recognition of Prior Learning Policy.

This page contains specific entry requirements for this course. Find out about equivalent entry requirements and qualifications for your country.

Modules

Typical course content

Students must choose 15 CATS/7.5 ECTS of Option Modules in Semester 1 and 15 CATS/7.5 ECTS of Option Modules in Semester 2.

Please note: This specification provides a concise summary of the main features of the programme and the learning outcomes that a typical student might reasonably be expected to achieve and demonstrate if s/he takes full advantage of the learning opportunities that are provided. More detailed information can be found in the programme handbook (or other appropriate guide or website).

Fees & funding

Tuition fees

Fees for postgraduate taught courses vary across the University. All fees are listed for UK, EU and international full-time and part-time students alphabetically by course name. DEFAULT

View the full list of course fees

Funding

Scholarships, bursaries, sponsorships or grants may be available to support you through your course. Funding opportunities available to you are linked to your subject area and/or your country of origin. These can be from the University of Southampton or other sources.

Explore funding opportunities

Costs associated with this course

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

There will also be further costs for the following, not purchasable from the University:

TypeDescription
Stationery You will be expected to provide your own day-to-day stationery items (eg pens, pencils, notebooks, etc). Any specialist stationery items will be specified under the Additional Costs tab of the relevant module profile.
BooksWhere a module specifies core texts these should generally be available on the reserve list in the library. However, due to demand, students may prefer to buy their own copies. These can be purchased from any source. Some modules suggest reading texts as optional background reading. The library may hold copies of such texts, or alternatively you may wish to purchase your own copies. Although not essential reading, you may benefit from the additional reading materials for the module.
Printing and copyingIn most cases, written coursework such as essays, projects and dissertations are submitted online and by hard copy. The costs of printing a hard copy for submission of such coursework will be the responsibility of the student. The cost of photocopying will also be the responsibility of the student. For more information about University printing costs, visit www.southampton.ac.uk/isolutions/students/printing
TravelSome modules may include optional visits. You will normally be expected to cover the cost of travel and admission, unless otherwise specified in the module profile.
OtherCandidates may use calculators in the examination room only as specified by the University and as permitted by the rubric of individual examination papers. The University approved models are Casio FX-570 and Casio FX-85GT Plus. These may be purchased from any source and no longer need to carry the University logo.

In some cases you'll be able to choose modules (which may have different costs associated with that module) which will change the overall cost of a programme to you. Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at www.calendar.soton.ac.uk.

Career Opportunities

Our students graduate with digital marketing and analytical skills that are sought after by employers; many of our students receive job offers before finishing their dissertation. The MSc Marketing Management is also good preparation for further research at PhD level.   

Past graduates have progressed to a range of roles such as customer relationship management, data analysis, brand management, marketing project management, market research and product design management. Former students are now working with big-name brands including: 

  • Accenture
  • Burson-Marsteller
  • John Lewis
  • Ocado
  • HP
  • Lego
  • BearingPoint

Learning & Assessment

Study locations

Share this course Facebook Google+ Twitter Weibo

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive cookies on the University of Southampton website.

×