As technology has evolved and consumer needs and wants have changed, organisations once dominant in their industries have faltered (eg, Nokia, Yellow Pages, Kodak or Sony). Now, organisations which were lesser known have prospered and come to dominate the markets they serve (think Google, Tata or Huawei). More recently, even the mighty Apple has come under increased threat from competitors who have arguably understood customer needs better and provided customers with superior value.
This Master’s is for business and management graduates as well as non-business graduates who wish to enhance their marketing knowledge and expertise. It covers all aspects of marketing, equipping the modern marketing manager with the necessary tools for a successful career.
This programme places great emphasis on socially responsible marketing and the role of marketing within society. You learn from an internationally recognised team of marketing and business thinkers who are experts in their areas, and you are encouraged to pursue your own development with marketing expertise and real world skills that are in demand.
Graduates may go on to choose a career in consumer or business to business marketing. You will be equipped to work in a variety of marketing functions including marketing analytics, marketing communications, sales and brand management, in public and private sectors, NGOs, consultancies and across a diverse range of sectors and industries.
Industrial Placement option
The MSc Marketing programme is available with an optional industrial placement. Find out more under Course structure.
The Chartered Institute of Marketing (CIM) is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners. Kent Business School has joined forces with CIM to give students the opportunity to gain professional qualifications through CIM Graduate Gateway. CIM qualifications are highly sought after by employers, and map alongside the Marketing MSc degree, ensuring you are equipped with the best opportunities for a successful marketing career.
The Business School has a wide range of funding opportunities for postgraduate students, which include Scholarships, Bursaries, the Double Loyalty Scheme for University of Kent undergraduates and the KBS Early Bird Scheme. The Early Bird equates to a 10% discount on tuition fees.
For more information on funding available from the University of Kent, please visit the Student Funding page.
Kent Business School has excellent links with business schools globally, including in China, USA, Hong Kong, France, Germany, Spain, Sweden and Italy. Our wide array of exchange partners give you the opportunity to gain international experience. Our partners are committed to enhancing their international outlook while providing excellent teaching. You will gain invaluable work experience, develop your understanding of a new culture and improve your language skills.
Our exchange partners include these top ranked institutions amongst others:
- University of Technology, Sydney
- Renmin University of China, School of Business
- University of Hong Kong
- Neoma Business School
- Freie Universitat Berlin
- University of Florence
- IE Madrid University
- Stockholm Business School
- Georgetown University.
Knowledge and understanding
You develop knowledge and understanding of:
- the impact of contextual forces on organisations including: ethical, economic, environmental, social and technological change issues; international developments
- markets and customers: the development and operation of markets for ideas, goods, services and experiences; expectations of customers and other stakeholders; marketing orientation
- the concepts, processes and institutions in the production and marketing of goods and/or services
- theoretical and applied perspectives of marketing management
- the use of relevant traditional and non-traditional approaches (ie, new media) to communicating with customers and other stakeholders in a global environment, to fulfil organisational objectives
- the use of relevant information technologies for application in marketing management, within a global environment, to fulfil organisational objectives
- the use of a range of marketing and business research methods/techniques (qualitative and quantitative), and an understanding of the situations in which they should be used, for providing marketers and managers with information to make more informed decisions
- the development of appropriate marketing strategies within a changing context to meet stakeholder interests
- the financing of the business enterprise or other forms of organisations; sources, uses and management of finance and financial reporting applications
- the management and development of people within organisations; organisational theory, behaviour; industrial/employee relations
- a range of contemporary and pervasive issues which may change over time. Illustrative examples include: innovation, creativity and enterprise, e-commerce, cause related marketing, sustainability, business ethics, values and norms, globalisation.
You gain intellectual skills in:
- critical thinking and creativity; managing creative processes in yourself and others; organising thoughts; analysis, synthesis, critical appraisal - this includes the capability to identify assumptions, evaluate statements in terms of evidence, detect false logic or reasoning, identify implicit values, define terms adequately and generalise appropriately
- the ability to select, organise develop and synthesise complex material
- the analytic skills necessary for the analysis of problems and the identification of appropriate solutions
- application of a systematic approach to situation analysis
- the ability to plan, work and study independently and to use resources in a way that reflects best current practice and anticipated future practice
- the integrative capability to communicate and co-ordinate or eventually lead a team of multifunctional specialists.
You develop subject-specific skills in:
- problem solving and decision making; establishing criteria; using appropriate decision techniques including identifying, formulating and solving marketing and management problems; the ability to create, identify and evaluate options relevant to marketers and policymakers; the ability to implement and review decisions
- numeracy and quantitative skills, including the use of models of business and marketing situations; qualitative research skills
- ethical and value management: recognising ethical situations, applying ethical and organisational values to situations and choices that are of relevance to marketing and management
- the ability to conduct research into marketing and management issues
- the ability to identify, find, record, organise and manipulate knowledge relevant to the development, management and marketing or organisations.
You gain transferable skills in:
- information and knowledge; scanning and organising data; abstracting meaning from information and sharing knowledge
- effective use of communication and information technology
- two-way communication: listening, negotiating and persuading or influencing others; oral and written communication, using a range of media, including the preparation of business reports
- personal effectiveness: self-awareness and self-management; time management; sensitivity to diversity in people and in different situations; the ability to continue learning
- effective performance within a team environment and the ability to recognise and utilise others’ contributions in group processes.
This programme aims to:
- provide a pre-experience Master’s programme, and develop specialist skills and knowledge in marketing and management, for those wishing to pursue a career in marketing and/or management
- educate individuals as managers and marketing specialists and thus improve the quality of marketing and management as a profession, through a multi-disciplinary approach to understanding markets and consumers
- provide preparation for and/or development of a career in marketing and/or management by developing skills at a professional or equivalent level, or as preparation for research or further study in the area
- add value to first degrees by developing in students an integrated and critically aware understanding of marketing and management within a wide range of organisations, and assist them to take effective roles within such organisations
- develop students’ knowledge and understanding of a variety of organisations, and the external context in which they operate
- develop the ability of individuals to critically apply marketing and management theories in a range of different contexts, through the development of cognitive, critical and intellectual skills, research skills and relevant personal and interpersonal skills
- enhance the development of lifelong learning skills to foster students’ abilities to be able to work with self-direction and originality and to contribute to business and society at large
- bring the scholarly and critical insights of the Social Sciences to bear on the subjects, activities and processes associated with marketing and management within organisations
- provide teaching and learning opportunities that are informed by high-quality research and scholarship, from within the Kent Business School and elsewhere.
- build on the University's close ties with European institutions
- support sustainable national and regional economic success and an understanding of international marketing and management practices.