Introduction

Break into a marketing career by converting your undergraduate degree - from any discipline, any background into a specialist Master's qualification and boost your appeal to potential employers.

This programme is studied on campus.

The programme is ideal for students who want to pursue a vibrant and fulfilling career in marketing across a diverse range of business environments and is also accredited by the Chartered Institute of Marketing, ensuring that we are equipping students with the best opportunities for a successful marketing career.

Marketing is one of the most popular graduate jobs you will come across and on this programme, we help you market a very important product - you. Selling you as a marketing professional is what this programme is all about.

The programme offers all the elements of a high-level Master's with an innovative approach.
It is built around the very latest marketing research insights into what employers need, current expert thinking and real-world practical experience.

Academic skills from your degree, such as the ability to interpret complex information, solve problems and work to deadlines will help open doors into a marketing career. Plus, practical skills are central to the programme. Within a core structure of nine learning modules and a dissertation/project, you will learn how to:

  • Appraise the marketplace for opportunities and threats
  • Understand the role of marketing within an organisation
  • Critically appraise and challenge the relevance and practicality of marketing theories
  • Interpret, apply and adapt marketing theories for use in practical settings
  • Think and operate creatively to scope, refine and deliver practicable marketing proposals and solutions
  • Translate ideas, theories and plans into practice
  • Promote products via traditional and online media
  • Work effectively as part of a marketing team

There are also live learning projects – ‘3 industry weeks’ where you will pick up the sort of practical tools and techniques you can immediately apply to the day job .

The programme also gives the option of a practical ‘consultancy project’ focused on an industry-relevant company issue.

Key Programme Information

At a Glance

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

What You'll Study

Semester 1

Semester 1

Compulsory Courses

Interpersonal Management, Negotiation and Persuasion (BU5038) - 15 Credit Points

Business cannot be conducted without some form of communication between the participants involved. This course examines a wide variety of different types of interpersonal communication in different types of business contexts and, by so doing, provides students with a detailed and practical overview of this vitally important subject area.

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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.

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Marketing Decision Making (BU5043) - 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.

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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.

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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.

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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.

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Semester 3

Semester 3

Compulsory Courses

BU5991 Digital Marketing

and

BU5995 Dissertation

or

BU5996 Marketing Project

MSc Dissertation (BU5968)
Marketing Project (BU5959)
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

Course Availability

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 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.

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?

  • Excellence with relevance
  • A 'conversion' Master's that can be completed in a single year, from any undergraduate discipline
  • Gain the professional skills and industry awareness you'll need to impress recruiters
  • Develop advanced knowledge of marketing strategies, principles, models, theories and practices including how to apply and adapt them across a wide range of markets
  • Create a depth of knowledge through experiential learning
  • Pick up a practical skill-set that is directly applicable to the workplace, gaining the ability to
    - research and critically assess key performance indicators (KPIs)
    - diagnose problems accurately and solve them creatively
    - communicate effectively (in both oral and written contexts)
    - persuade and negotiate, honing strong presentation skills
    - work seamlessly in a team
  • Our approach to learning ensures our MSc in Marketing stays current with industry developments
  • Mix with students from a wide variety of educational and cultural backgrounds

This programme is accredited by the Chartered Institute of Marketing, the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners. Our students have the opportunity to gain professional qualifications that are highly sought after by employers and their content is reflected in our own degrees which ensures we are equipping students with the best opportunities for a successful marketing career.

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 - 51; Reading - 54; Speaking - 51; Writing - 54

Cambridge English Advanced & 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

Fees and Funding

You will be classified as one of the fee categories below.

Fee information
Fee category Cost
Home / EU / RUK Students £8,300
Tuition Fees for 2019/20 Academic Year
International Students £17,900
Tuition Fees for 2019/20 Academic Year

Additional Fees

  • 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.

Our Funding Database

View all funding options in our Funding Database.

Careers

If you are looking for a challenging and exciting career in business and have a results-driven, hands-on approach, combined with an entrepreneurial attitude, this could be just the programme for you.

Marketing is used by virtually every organisation, both commercial and public and the quality of that marketing often determines a business’s success or failure. Whether it’s a financial institution, fashion retailer, government department, e-business or charity organisation – each needs good marketing to succeed and each requires a different kind of sell. By applying your marketing nous in whatever field or industry interests you, you can be a key player in driving the success of any business.

This programme has been designed to prepare you for a wide range of marketing and management roles. You will develop the skills to pursue a career in all aspects of marketing including;

  • Branding
  • Customer relationship management
  • Marketing
  • International marketing
  • Advertising
  • Promotion
  • 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
Dr Elizabeth Thomson
Programme Leader
Dr Timothy Thomas Stone , The University of Aberdeen

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.
  • Access to international networking and continuing professional development.
  • Join our business societies such as the Entrepreneurial Society.
  • Access to the Internet via the university computer.
  • Access to all campus facilities.
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