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MA Marketing

Course Description

Why take this course?

Our course is designed to update your knowledge and enhance your understanding of the principles and theories underlying effective marketing practice and provide you with leading edge contemporary marketing skills. You will explore this dynamic and challenging field to an advanced level.

What will I experience?

On this course you can:

Benefit from advice and interaction with our many professional visiting speakers
Apply live case studies to your coursework through the wide links we have with companies and organisations
Work in teams on the Market2win simulation software gaining invaluable experience of strategic marketing decision-making

What opportunities might it lead to?

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. The University of Portsmouth has joined forces with CIM to give students the opportunity to gain professional qualifications through CIM Graduate Gateway. Those graduating with a mark of 50% or more will be exempted from the Strategic Marketing module in the CIM Level 6 Professional Diploma in Marketing for a period of three year following graduation. CIM qualifications are highly sought after by employers, and map alongside our own degrees which ensures you have best opportunities for a successful marketing career.

This course aims to enhance your career prospects and prepare you for roles in marketing and marketing-related functions.

Here are some routes our graduates have pursued:

Business development
Direct marketing
Marketing research
Digital marketing
Marketing communications

Module Details

The MA Marketing course at Portsmouth Business School aims to make you highly employable in the field of marketing. You will develop advanced marketing knowledge and skills and also develop skills in critical appraisal, team working, debating, writing, research and giving presentations.

In the first teaching block you will critically examine the fundamental concepts and practices of marketing. Alongside this you will explore the tools and techniques used by marketing departments in business analysis and research.

In the second teaching block you will interact with senior marketing practitioners and explore contemporary issues in marketing such as digital marketing and the impact of social media, sustainability, crisis management and the relationship between marketing and sales.

Alongside this you will examine how marketers can offer shareholder value by developing customer relationships and managing brands for value, and you will gain invaluable experience of strategic marketing decision-making by using the Market2win simulation software.

The culmination of your Master's course will be either a Dissertation or a Critical Marketing Study.

Here are the units you will study:

Essentials of Marketing: This unit explores the fundamental concepts and practices of marketing, which include:

Business orientations
Macro and micro marketing environments
Segmentation, targeting and positioning
Marketing planning and research
Consumer and organisational behaviour
Tools, media and content
Marketing across borders
Ethics and marketing

Marketing Analysis and Decision: This unit is designed to provide you with a foundation in the tools and techniques used by marketing departments in business analysis and research. It will include:

Business finance for marketing
Marketing metrics
Marketing planning
Marketing information systems
Marketing research
Customer relationship management (CRM)

Contemporary Issues in Marketing: This unit is largely delivered by senior marketing practitioners who will expose you to Contemporary and often controversial issues that organisations are grappling with in the real world. Topics may include:

Digital marketing
Managing innovation
Globalisations of SMEs
Integration of sales and marketing
Sustainability and marketing

Strategic Marketing Management: This unit focuses on the strategic role of marketing in delivering value to stakeholders. You will examine:

Marketing and shareholder value
Customer relationships
Growth strategies
Competing for organisational resources
Managing products and brands for value
Value-based pricing

Dissertation: a substantial piece of independent research drawing on secondary and primary data


Critical Marketing Study: requiring evaluation of an organisation's marketing activities using secondary sources only.

You will be provided with extensive support in research methods, and a supervisor to guide you, as you complete your Dissertation or Critical Marketing Study.

Programme Assessment

You will experience a range of stimulating teaching methods including tutor-led presentation of material, case study analyses, student presentations, computer-based simulation group work and in-class discussion. You will also be encouraged to read widely and critically evaluate academic and practical materials.

You will be assessed throughout the course by means of coursework assignments and examinations. Here’s how:

Group work
Case study analysis or reports
Closed or open book exams

Student Destinations

This course will provide you with credibility in a highly competitive field and the confidence you will need to obtain the most sought-after roles. In particular, it demonstrates a commitment to marketing and an expertise in the field, immediately enhancing your career prospects.

You will be qualified to enter a wide range of marketing-related jobs. Previous graduates have been successful in securing roles in a variety of organisations, including advertising, financial services, airlines, manufacturing, textiles and market research.

If you are already employed in marketing positions, you will find this course enhances your promotion prospects and provides a stepping stone to more senior positions.

Visit the MA Marketing page on the University of Portsmouth website for more details!

(Student Profile)

Danilo Cruz

185.jpg Danilo Cruz, studied the MA Marketing and is now working as a customer analyst for Honda Europe.

Completing my Master’s in Marketing definitely gave me an edge over other candidates when applying for work. I always wanted to work in the automotive industry and I am sure that the extra year I dedicated to education has helped to secure my present position at Honda.

The MA has really increased my confidence in the business world, I feel quite comfortable talking to my superiors in my department and entering into a high level of discussion about current marketing issues. I wrote my dissertation on the ‘evaluation of viral marketing communication,’ and I’m now co-authoring a journal with my tutor on the same topic.

I really enjoyed my time at Portsmouth as an undergraduate so I was pleased to stay on to complete my Master’s. It’s a very student focused city, it has a really good atmosphere and it’s great to be so close to the coast.

My role as a Customer Analyst means that I research customer data, use extracts for marketing campaigns and advise colleagues on new product development. The Master’s has really put me a step ahead in this field and I would highly recommend it to anyone looking at a future in marketing


Portsmouth Business School Scholarship Programme - 20+ Awards

The Portsmouth Business School offers a scholarship programme for students who are commencing postgraduate study at the Business School. This comprises a limited number of awards to self-funding Home and European Union students. The scholarship will be in the form of a 40% discount from any tuition fees due after any other discounts such as the 20% discount for Portsmouth alumni or partial payments by sponsors.Additionally there is an International Student Bursaries scheme.

Value of Scholarship(s)

40% discount off the tuition fees


Awards will be made on a competitive basis, taking into consideration:• If applicable, management/professional experience (type and seniority),
• Academic achievement (minimum is a 2.1 degree)
A written submission of a maximum of 1000 words, in addition to the personal statement submitted with the application, detailing why you should be considered for a scholarship award, what you intend to contribute to your course, and how you will use your degree in your future career. Please use the web link below for details.

Application Procedure

Application form available via web link below

Further Information


Entry Requirements

A second-class honours degree, or equivalent professional experience and/or qualifications, such as the Chartered Institute of Marketing Diploma in Marketing.English language proficiency at a minimum of IELTS band 6.5 with no component score below 6.0.

Last Updated

30 November 2016

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Recipient: University of Portsmouth

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