Programme Content

The Msc Marketing Programme reflects the dynamic and technologically innovative nature of contemporary marketing, spanning private, public and third sectors.

Students are given a sound grasp of the principles of marketing and most importantly, consumer behaviour concerning individuals and organisations. We will also ensure that you gain insights into the technical and personal skills necessary to pursue your future career.


Semester 1: core classes

Key Skills  

Strategic Marketing Management

Consumer Behaviour

International Marketing Research

Brand Management & Strategy


Semester 2: 

Marketing Works: Group Consultancy Project

Dissertation Skills



Destination Marketing Management

Managing Tourism Resources

International Services Management

Sector Studies

Contemporary Consumers

Customer Management 1

Customer Management 2 – Digital Marketing

Export Marketing

Integrated Marketing Communications

International Culture & Heritage Marketing

Sports Marketing in a Global Context

Retail Marketing Management

Summer term: 



Learning and teaching

A comprehensive support package is provided to enhance students’ learning and to ensure maximum student benefit during their period of study. This includes, but is not limited to:

  • a package of essential texts for all core classes
  • employability seminars and career counselling
  • access to relevant databases
  • a student/staff consultative committee providing an effective mechanism for student feedback throughout the year

Students are also asked each year to evaluate the perceived value of both the quality of the teaching and the associated support package to ensure that the highest of standards are maintained.

The taught component of the course will be covered in semester 1 and 2. Both of these semesters will run for 12 weeks. At MSc level the dissertation is taken during the summer term.

The Learning and Teaching methods will vary between courses. These will include:

  • online updates
  • class discussions
  • role-playing exercises
  • case studies
  • directed reading tasks
  • guest lectures
  • student-led presentations
  • DVD/Podcast presentations
  • computer-based/experiential learning
  • self-motivated reading and research



Assessment methods vary between core and elective classes. Assessment for core classes is a combination of examinations worth 60% and assignments worth 40%. Elective classes have no examinations and are assessed in a variety of ways using essay/report based assignments worth 100%.