Introduction

The University of Aberdeen is following Scottish Government Guidelines in relation to the Covid-19 pandemic. This includes adhering to physical distancing measures to support a safe environment for our staff and students. Therefore for programmes with a January 2021 start date the programme structure and delivery method may differ slightly from that listed on this page. Find out more about January 2021 study with us .

This programme is accredited by the Chartered Institute of Marketing, the leading professional body for marketers worldwide. It offers you the opportunity to gain a professional qualification that is highly sought after by employers and the course content is designed to ensure you will be fully equipped to take advantage of the best opportunities for a successful marketing career.

Study Information

Study Options

Learning Mode
On Campus Learning
Degree Qualification
MSc
Duration
12 months or 24 months
Study Mode
Full Time or Part Time
Start Month
September or January
Location of Study
Aberdeen

You will develop advanced knowledge of marketing strategies, principles, models, theories and practices, and pick up a practical skill-set that is directly applicable to the workplace across a wide range of sectors.

Our 'conversion' Master's can be completed in a single year, from any undergraduate discipline, and offers all the elements of a high-level Master's degree within an innovative and stimulating programme structure. Our approach to learning ensures that our MSc in Marketing stays current with industry developments. The programme is built around the very latest marketing research insights into what employers need, current expert thinking and real-world practical experience.

Available Programmes of Study

* The University continues to monitor advice regarding the coronavirus (Covid-19) outbreak. Please note that Industry Weeks may be subject to change, where we may be unable to hold physical events on campus, alternative virtual events will be scheduled in their replacement. The University will continue to share regular updates with students and staff, for the latest information please visit our dedicated coronavirus webpage.

Marketing Management

Qualification Duration Learning Mode Study Mode Start Month Location  
MSc 12 months or 24 months On Campus Learning Full Time or Part Time September Aberdeen View

Programme Information

Semester 1

Semester 1

Compulsory Courses

BU5072 Negotiation and Cross-cultural Management

Marketing Management (BU5039)

15 Credit Points

The course will apply theoretical and practical content to explore the key concepts of marketing management to provide students with an understanding of planning, coordinating and controlling marketing activities. It aims to take students understanding beyond what has been labelled as a transaction-based approach to a relationship-based approach. As such the aim is to provide students with an understanding of the role of marketing in establishing, developing and maintaining relationships for mutual gain. This will be achieved through a combination of lectures, seminars, simulations and directed private study.

View detailed information about this course
Accounting and Finance for Managers (BU5026)

15 Credit Points

The fact that money (and understanding money) really matters in business and all managers need to understand issues like cashflow and profit might depress you, but it is true. Financial viability of customers? Deciding on the likely financial viability of a project? Reporting to shareholders about performance? Does the word “sustainable” appear in a finance dictionary? All questions we will try and address.

View detailed information about this course
Consumer Behaviour (BU501K)

15 Credit Points

This theoretically informed and practical course aims to explore the key concepts and theories of consumer behaviour. At the end of the course students will have an understanding of:

- The activities individuals undertake when obtaining, consuming and disposing of products and services

- The consumer as an individual: Understanding motivations, psychographics, demographics and cognitive processes.

- Social and group aspects of consumer behaviour: The role of friends, family and reference groups.

- This will be achieved through a combination of lectures, seminars and directed private study.

View detailed information about this course
Semester 2

Semester 2

Compulsory Courses
Marketing Communications (BU5573)

15 Credit Points

Through a combination of lectures, tutorials, workshops, debates and in-course assessment, this course encourages students to critically reflect upon: Social theory and its relevance to marketing communications; Concepts and contemporary thought within the practice of marketing communication; expressive practice.

View detailed information about this course
Business Model Innovation (BU5576)

15 Credit Points

This course is about business development and the application of new business models. Increasingly companies have to radically rethink the way they do business if they are to remain competitive. To do this organisations need to be prepared to analyse and challenge their current business models. Through a practical business development project and the analysis of case companies you will be encouraged to explore the tools, techniques and theories used by successful business developers. The course will be especially useful for those interested in strengthening their skills for identifying and evaluating business opportunities.

View detailed information about this course
Research Practice (BU5583)

15 Credit Points

This course introduces students to what is involved in undertaking business research in practice. Within lectures, tutorials and workshops students will develop an understanding of: Information retrieval and critical analysis; Philosophical issues in the construction of knowledge; Accessing and gathering quantitative and qualitative data; Data analysis; Student/Supervisor expectations.

View detailed information about this course
New Product and Service Development (BU551K)

15 Credit Points

Innovation is at the forefront of much of the current economic and political debate to improve the competitiveness of economies and firms. This course will focus on the role of new product development in enabling firms to generate competitive advantage, and the types of problems faced by firms in their innovation management. In particular this course blends the perspectives of marketing, design and manufacturing into a single approach to product development. It provides students with an appreciation for the realities of industrial practice and introduces sets of product development methods that can be put into immediate practice on development projects.

View detailed information about this course
Semester 3

Semester 3

Compulsory Courses

BU5991 Digital Marketing

and

BU5995 Dissertation

or

BU5996 Marketing Project

MSc Dissertation (BU5995)

60 Credit Points

This course enables students to develop a nuanced understandingof a topic of their choice that is related to marketing management and tocreate an individual piece of research.

View detailed information about this course
Marketing Project (BU5996)

45 Credit Points

This practice-based ‘consultancy project’ module is available to students on a competitive basis during the final stages of the MSc Marketing Management. The project will be based on a specific company marketing issue. Students will be required to produce two written submissions:

· A report for their client addressing an agreed project brief. This may include elements of both primary and secondary data analysis.

· A critical review of academic literature on an agreed topic related to their industry project.

Students will be assigned an academic supervisor in addition to a contact within their project company.

View detailed information about this course
Digital Marketing (BU5991)

15 Credit Points

The course provides both a strategic orientation and tactical orientation:

Strategic:

§ How to align digital strategy with a wider business strategy

§ The value that (internal and external) research and analytics can bring to digital marketing decisions

Tactical:

§ Assess the quality of any website based on a range of important measures

§ Benchmark a website’s performance against online competitors

§ Investigate the potential of a business idea for a given market sector

§ Present digital marketing research and advice to a generalist audience

§ Understand the potential commercial value of social media

§ Interpret onsite analytics in support of business objectives

View detailed information about this course

Programme Fees

Fee information
Fee category Cost
EU / International students £21,500
Tuition Fees for 2021/22 Academic Year
Home / RUK £13,300
Tuition Fees for 2021/22 Academic Year
MSc 12 months or 24 months On Campus Learning Full Time or Part Time January Aberdeen View

Programme Information

Semester 1

Semester 1

Compulsory Courses
New Product and Service Development (BU551K)

15 Credit Points

Innovation is at the forefront of much of the current economic and political debate to improve the competitiveness of economies and firms. This course will focus on the role of new product development in enabling firms to generate competitive advantage, and the types of problems faced by firms in their innovation management. In particular this course blends the perspectives of marketing, design and manufacturing into a single approach to product development. It provides students with an appreciation for the realities of industrial practice and introduces sets of product development methods that can be put into immediate practice on development projects.

View detailed information about this course
Marketing Communications (BU5573)

15 Credit Points

Through a combination of lectures, tutorials, workshops, debates and in-course assessment, this course encourages students to critically reflect upon: Social theory and its relevance to marketing communications; Concepts and contemporary thought within the practice of marketing communication; expressive practice.

View detailed information about this course
Business Model Innovation (BU5576)

15 Credit Points

This course is about business development and the application of new business models. Increasingly companies have to radically rethink the way they do business if they are to remain competitive. To do this organisations need to be prepared to analyse and challenge their current business models. Through a practical business development project and the analysis of case companies you will be encouraged to explore the tools, techniques and theories used by successful business developers. The course will be especially useful for those interested in strengthening their skills for identifying and evaluating business opportunities.

View detailed information about this course
Research Practice (BU5583)

15 Credit Points

This course introduces students to what is involved in undertaking business research in practice. Within lectures, tutorials and workshops students will develop an understanding of: Information retrieval and critical analysis; Philosophical issues in the construction of knowledge; Accessing and gathering quantitative and qualitative data; Data analysis; Student/Supervisor expectations.

View detailed information about this course
Semester 2

Semester 2

Candidates do either Dissertation (BU5995) or Marketing Project (BU5996 )


Compulsory Courses
Digital Marketing (BU5991)

15 Credit Points

The course provides both a strategic orientation and tactical orientation:

Strategic:

§ How to align digital strategy with a wider business strategy

§ The value that (internal and external) research and analytics can bring to digital marketing decisions

Tactical:

§ Assess the quality of any website based on a range of important measures

§ Benchmark a website’s performance against online competitors

§ Investigate the potential of a business idea for a given market sector

§ Present digital marketing research and advice to a generalist audience

§ Understand the potential commercial value of social media

§ Interpret onsite analytics in support of business objectives

View detailed information about this course
MSc Dissertation (BU5995)

60 Credit Points

This course enables students to develop a nuanced understandingof a topic of their choice that is related to marketing management and tocreate an individual piece of research.

View detailed information about this course
Marketing Project (BU5996)

45 Credit Points

This practice-based ‘consultancy project’ module is available to students on a competitive basis during the final stages of the MSc Marketing Management. The project will be based on a specific company marketing issue. Students will be required to produce two written submissions:

· A report for their client addressing an agreed project brief. This may include elements of both primary and secondary data analysis.

· A critical review of academic literature on an agreed topic related to their industry project.

Students will be assigned an academic supervisor in addition to a contact within their project company.

View detailed information about this course
Semester 3

Semester 3

Compulsory Courses

Negotiation and Cross-Cultural Management (BU5072)

Consumer Behaviour (BU501K)

15 Credit Points

This theoretically informed and practical course aims to explore the key concepts and theories of consumer behaviour. At the end of the course students will have an understanding of:

- The activities individuals undertake when obtaining, consuming and disposing of products and services

- The consumer as an individual: Understanding motivations, psychographics, demographics and cognitive processes.

- Social and group aspects of consumer behaviour: The role of friends, family and reference groups.

- This will be achieved through a combination of lectures, seminars and directed private study.

View detailed information about this course
Accounting and Finance for Managers (BU5026)

15 Credit Points

The fact that money (and understanding money) really matters in business and all managers need to understand issues like cashflow and profit might depress you, but it is true. Financial viability of customers? Deciding on the likely financial viability of a project? Reporting to shareholders about performance? Does the word “sustainable” appear in a finance dictionary? All questions we will try and address.

View detailed information about this course
Marketing Management (BU5039)

15 Credit Points

The course will apply theoretical and practical content to explore the key concepts of marketing management to provide students with an understanding of planning, coordinating and controlling marketing activities. It aims to take students understanding beyond what has been labelled as a transaction-based approach to a relationship-based approach. As such the aim is to provide students with an understanding of the role of marketing in establishing, developing and maintaining relationships for mutual gain. This will be achieved through a combination of lectures, seminars, simulations and directed private study.

View detailed information about this course

Programme Fees

Fee information
Fee category Cost
EU / International students £21,500
Tuition Fees for 2021/22 Academic Year
Home / RUK £13,300
Tuition Fees for 2021/22 Academic Year

We will endeavour to make all course options available; however, these may be subject to timetabling and other constraints. Please see our InfoHub pages for further information.

How You'll Study

The nine modules that you will study use a mix of highly effective learning techniques from modern to traditional, including small-group workshops, lectures, computer-based simulations, interpersonal role-plays, negotiating workshops and marketing pitch presentations. Furthermore, all assessments are based on a portfolio of work-related assignments and your final dissertation/project. There are no exams, just intensive real-world learning that helps you to gain the relevant knowledge, quickly and effectively.

Learning Methods

  • Group Projects
  • Individual Projects
  • Lectures
  • Seminars
  • Tutorials

Assessment Methods

Our programme employs a variety of assessment methods which are designed to assess knowledge, competencies and skills that are required in the role of a modern marketer.

  • Just like the industry, we do not run our programme around exams – in fact there are no exams. Just intensive real-world learning that helps you gain relevant knowledge, quickly and effectively.
  • All assessments are done by a portfolio of work-based assignments.

Why Study Marketing Management?

Practical skills are central to this programme, you will learn to diagnose problems accurately and solve them creatively, while gaining the industry awareness you'll need to impress recruiters. You will learn how to:

• Appraise the marketplace for opportunities and threats
• Understand the role of marketing within an organisation
• Interpret, apply and adapt marketing theories for use in practical settings
• Think creatively to scope, refine and deliver practicable marketing solutions
• Translate marketing ideas, theories and plans into practice

Entry Requirements

Qualifications

The information below is provided as a guide only and does not guarantee entry to the University of Aberdeen.

This programme is open to graduates from any discipline and does not require business or management study to be completed at undergraduate level.

Our minimum entry requirement for this programme is a degree at 2:2 (lower second class) UK Honours level (or a degree from a non-UK institution which is judged by the University to be of equivalent worth).

Please enter your country to view country-specific entry requirements.

English Language Requirements

To study for a Postgraduate Taught degree at the University of Aberdeen it is essential that you can speak, understand, read, and write English fluently. The minimum requirements for this degree are as follows:

IELTS Academic:

OVERALL - 6.5 with: Listening - 5.5; Reading - 6.0; Speaking - 5.5; Writing - 6.0

TOEFL iBT:

OVERALL - 90 with: Listening - 17; Reading - 21; Speaking - 20; Writing - 21

PTE Academic:

OVERALL - 62 with: Listening - 59; Reading - 59; Speaking - 59; Writing - 59

Cambridge English B2 First, C1 Advanced or C2 Proficiency:

OVERALL - 176 with: Listening - 162; Reading - 169; Speaking - 162; Writing - 169

Read more about specific English Language requirements here.

Document Requirements

You will be required to supply the following documentation with your application as proof you meet the entry requirements of this degree programme. If you have not yet completed your current programme of study, then you can still apply and you can provide your Degree Certificate at a later date.

Degree Transcript
a full transcript showing all the subjects you studied and the marks you have achieved in your degree(s) (original & official English translation)
Personal Statement
a detailed personal statement explaining your motivation for this particular programme

Fee Information

Additional Fee Information

  • Fees for individual programmes can be viewed in the Programmes section above.
  • In exceptional circumstances there may be additional fees associated with specialist courses, for example field trips. Any additional fees for a course can be found in our Catalogue of Courses.
  • For more information about tuition fees for this programme, including payment plans and our refund policy, please visit our InfoHub Tuition Fees page.

Funding Opportunities

The University of Aberdeen provides an Alumni Discount Scheme:

The University of Aberdeen is very pleased to offer a 20% discount on postgraduate tuition fees for all alumni who have graduated with a degree from the University of Aberdeen. More Information can be found here.

Scholarships

Eligible self-funded international Masters students will receive the Aberdeen Global Scholarship. Visit our Funding Database to find out more and see our full range of scholarships.

Postgraduate Virtual Open Day

On Tuesday 18th May, The University of Aberdeen will hold a Postgraduate Virtual Open Day.

It is open to everyone who is interested in Postgraduate Taught and Research study.

Find out more

Careers

If you are looking for a challenging and exciting career in Marketing that combines an entrepreneurial attitude with a results-driven, hands-on approach, then this is the programme for you. Marketing is a core function in virtually every organisation, both commercial and public, and our Master’s degree has been designed to prepare you for a wide range of Marketing roles in areas such as advertising, branding, CRM, marketing, and market research.

Industry Links

The MSc Marketing Management features live learning projects, including three industry weeks. The programme also gives the option of seeing through a practical ‘consultancy project’ focused on an industry-relevant company issue. Our business connections mean we provide opportunities to network with, present to, brainstorm with and do work for the industry.

Accreditation

This degree holds accreditation from

What our Alumni Say

Margaret Brinkley

Margaret Brinkley

Margaret Brinkley

Job Details
Co Founding Director
Graduated 2016

I loved the combination of coursework with more practical challenges in my programme, since we balanced classes with Industry Weeks which provided the opportunity to apply marketing techniques to real-life, locally focused issues.

Our Experts

Other Expert
Joyce Chen
Programme Leader
Huda Khan

Information About Staff Changes

You will be taught by a range of experts including professors, lecturers, teaching fellows and postgraduate tutors. Staff changes will occur from time to time; please see our InfoHub pages for further information.

Facilities

  • 24 hour access to our online Learning Support provided via our Virtual Learning environment MyAberdeen.
  • Membership of the University Library, learning materials including access to core text books.
  • The Business School is home to the biggest societies on campus including the Economics and Business Society, InternNetwork, Aberdeen University Consulting Group, the Trading and Investment Club, AIESEC, and the Fintech and Blockchain Club.
Image for Sir Duncan Rice Library
Sir Duncan Rice Library

Sir Duncan Rice Library

The University’s award winning Sir Duncan Rice Library is listed in the “Top 20 spellbinding University libraries in the World”. It contains over a million volumes, more than 300,000 e-books and 21,000 journals.

Find out more

Business societies

Join our business societies such as the Entrepreneurial Society

Virtual Learning environment MyAberdeen

This the University’s virtual learning environment. This is where you will find learning materials and resources associated with your courses and where you will be notified of any announcements about your courses or the University.

Get in Touch

Contact Details

Address
Business School
University of Aberdeen
Edward Wright Building
Dunbar Street
Aberdeen
AB24 3QY