The MSc in Marketing & Technology aims to transform students into uniquely-trained individuals possessing the knowledge and skills required to be successful marketers in dynamic and technology-driven industries.
Companies such as Netflix, Airbnb, and Tesla have one thing in common: they break with the norms of existing markets and employ unconventional, technology-driven marketing approaches. Traditional marketing education all too often neglects the marketing abilities that these companies possess.
The MSc in Marketing & Technology departs from the rather passive marketing logic that assumes markets and marketing channels are fixed features of reality. Instead, it shows how managers can proactively shape and create new markets and marketing landscapes.
The goal of this programme is to transform students into uniquely-trained individuals who understand how to leverage emerging technologies, such as 3D printing, Virtual Reality, and the Internet of Things, to design unique customer experiences, disrupt existing markets, and create entirely new ones.
The programme will direct students’ attention to significant and emerging technological trends, and show how they can address important social and environmental problems.
It seeks to enable students to discover new market opportunities that will have a positive impact on the economy, society, and the environment. Students will be equipped with the skills required to effectively navigate today’s technology-dominated marketing environments, and they will learn how to be successful marketers in the digital marketing era.
You will find this programme valuable if you:
The MSc Marketing & Technology consists of:
You will study the following core modules:
You'll undertake an independent piece of research focusing on the intersection of marketing, technology management, and innovation. The research dissertation should be no longer than 10,000 words. You'll be advised by an experienced supervisor.
You can choose two optional modules to make up the remaining 30 credits
Please note that due to staff research commitments not all of these modules may be available every year.
Companies across many industries have to cope with increasingly technology-dominated marketing environments. This programme is a response to the marketing needs of such companies. Also, entrepreneurial, technology-based firms will value the skills provided by this programme. Typical jobs include, but are not limited to, the positions of marketing manager, product manager, brand manager, advertising manager, PR manager, media manager, digital communications manager, account manager, marketing strategist, marketing analyst, marketing consultant, or sales manager.
Whether you want to break into marketing, start your own business, take over your family’s company, or just learn more about how to innovate new products and services, and create buzz and excitement around them, this course is right for you.
This course is specifically tailored for students with little or no prior marketing experience and study background. It will qualify you to get your first professional marketing position, even if you have studied fine arts, medicine, business, or physics before. If you are looking for a degree that deepens your advanced marketing knowledge, please take a look at our MBA programmes.
Some people equate marketing with advertising. Not you. You know that marketing is a multi-faceted business process involving creativity and innovation alongside analytical and strategic skills.
The MSc in Marketing Strategy and Innovation course gives you a sound understanding of the principles and state-of-the art practices of marketing. You will acquire the latest knowledge on market research, customer analysis, innovation and design, brand management, advertising, digital and social media marketing, fashion brand management, storytelling, sponsoring, and many other current marketing topics.
Your lecturers bring these topics to life through interactive classes, case discussions, lectures with leading marketers, and hands-on innovation and communication tasks. You will, for example:
In the first two weeks at Cass, you will meet your new classmates, the marketing faculty, your course officer, and learn about the library, IT, and career services at Cass. You will also get special classes where you test your own personality, learn to collaborate and achieve targets in multi-cultural groups, solve case studies, present convincingly, conduct academic experiments, and use Microsoft Excel.
Students will be assessed through a range of different methods. Most courses have both an exam and a coursework assessment component. Students conduct the course work with study groups. Group members learn from assessing each other through peer assessment, mirroring evaluation mechanisms in organisations.
We are committed to not only educate you as an excellent marketer, but also as a responsible leader.
This ethos pervades the MSc in Marketing Strategy and Innovation course. Exploring topics such as Corporate Social Responsibility, for example, gives you an 'outside in' perspective, enabling you to reflect on the wider social implications of youremployability of Cass students, the applicable vocational skills of the course and the support Cass students benefit from. marketing decisions and to adapt quickly to the tone and tempo of contemporary business. Typical Industries for graduates include:
Recent graduates have gone on to work for:
Cass Business School has an illustrious reputation for providing fantastic employees. The wide variety of roles and industries are a further testament to the experience you will gain by studying the postgraduate Marketing course.
MSc Marketing is a one year full-time program that is designed to develop your understanding of key areas in consumer behavior and consumption, marketing management, strategy, analytics and critical marketing. Develop your understanding of consumption and consumer behaviour, service, international, not-for-profit, relationship and business to business marketing, and marketing strategy with this Chartered Institute of Marketing (CIM) backed course.
With strong quality teaching and research, our marketing division has an impressive international profile, which provides the students with first-class teaching and practically focused and grounded in the latest ideas and principles in marketing practices. As located in China, we also work with many Chinese and international organisations and industry to ensure that the teaching remains relevant to employers.
This MSc is suitable for any discipline including business and management. However, this course is not suitable for students who have previously studied a significant amount of marketing.
Thanks to a partnership with the Chartered Institute of Marketing (CIM), you can complete the CIM Diploma in Professional Marketing alongside your MSc studies at no extra cost. This means you will graduate with two internationally recognised professional qualifications:
Many employers require these for a career in marketing and communications. It will give you a distinct advantage in today’s competitive jobs market as it clearly demonstrates your commitment to a career in marketing. The CIM diploma is delivered by Cambridge Marketing College.
After graduating, you can choose to continue your studies with the CIM and, with appropriate employment experience in a marketing related role, gain full member status (MCIM) and become a Chartered Marketer.
Small group teaching reinforced by core seminar sessions is something you will not find everywhere. You will have the opportunity to learn from guest speakers and participate in industry placements and field trips.
In addition, we have close partnership with industry and companies to provide industry experiences and reflective learning. We have regular collaborated recruitment fairs with international companies such as L’Oreal, Nielsen, China Resources (Holdings) Co., Ltd, KPMG, and Mars China, which to provide marketing career opportunities for graduates.
Please note that the following structure and modules may be subject to change.
Students must take all modules in this group
Students will prepare either an individual marketing dissertation or an applied marketing project on an approved subject relevant to the MSc Marketing.
More information is available on key facts about the delivery of the programme.
This MSc will equip you with the fundamental knowledge and skills required for managing innovative product and brand or policy development, service delivery, or integration of emerging technologies in fast-paced industries.
The management of innovation is the critical element ensuring successful new products and services are encouraged, survive, and flourish.
Every successful company from technologists like Google, Apple, and Spotify to think tanks and agencies like Ogilvy, Unruly Media or Mindshare, media like Monocle, BBC, and Wall Street Journal, and even movements like Bitcoin and Occupy understand the need for innovation and creativity.
Another common characteristic of these organisations is that senior executives or leaders from all of them have shared and discussed innovation challenges and opportunities with students on this programme. Recent speakers in our Innovation Case Studies series have included fashion designer Paul Smith, 'city super woman' Nicola Horlick, and editor of Monocle Tyler Brûlé.
Goldsmiths graduates have recently captured Academy Awards, Baftas, and Golden Globes (Steve McQueen, 12 Years a Slave), the Mercury Prize (James Blake) and the Turner Prize (Laure Prouvost). We have a long history of demonstrating innovation and our students have the unique opportunity of developing interdisiciplinary practical and theoretical management capabilities in this bustling creative and entrepreneurial environment.
You'll learn core leadership skills, and how to apply them to manage the near continuous need for innovations and changes in organisational products, structures, strategies, and processes. You can choose to study the latest techniques and strategies for consumer behaviour and marketing or seek to develop a fully formed business model for entreprenurial ventures.
The programme mixes theory and practice and allows you to obtain a professional qualification in project management and development, which will enhance your employment prospects.
The Institute of Management Studies (IMS) at Goldsmiths benefits from excellent links with industry. Graduates of this programme will be capable of leadership and adaptive management styles, and will be able to direct and manage innovation in a variety of organisations.
In addition to these modules, you'll also partake in a compulsory Research Project:
Research Project (60 credits)
You'll undertake an independent piece of research or a large-scale multimedia website and/or mobile application addressing a specific innovation gap or entrepreneurial opportunity related to digital entrepreneurship. The research dissertation should be no longer than 10,000 words. If you choose to develop a multimedia application you must provide an accompanying 3,000 word critical analysis essay reflecting on the production process. You'll be allocated to an appropriate supervisor.
Students on the MSc Management of Innovation programme can choose 45 credits of options. This offers opportunities for students to focus on specific aspects of management and innovation that fit with individual student interests from developing innovative ventures to product development and progressive and contemporary forms of managing and motivating human capital.
Please note as an enrolled postgraduate student it is often possible to take additional modules from other departments at Goldsmiths, however these audited modules are not for credit towards your MSc.
The programme will help you develop strong project management, problem-solving, decision-making and critical evaluation skills. You'll develop an understanding of theories of leadership, and the characteristics of the organisational and social structures within which leaders and talented individuals work. You'll learn about project management and how it can be applied to a range of project environments. You'll also learn about innovation approaches and challenges, and how to translate conceptual and theoretical implications of innovation to practical applications.
Graduates of the programme will be capable of managing projects full of change, transformation, and innovation in any size of organisation – from start-ups to non-profits and Fortune 500 companies. Senior level industry guest speakers and analysts feature on several of the modules on the programme.
Find out more about employability at Goldsmiths.