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Course content

The MSc in Marketing provides students with a critical appreciation of marketing through a comprehensive range of academically grounded courses.

Students are provided with an in-depth understanding of the theoretical foundations of marketing alongside current and emerging practitioner applications in many areas such as marketing management, the analysis of marketing decisions, consumer behaviour, and marketing research methods.

In addition, the programme's flexible structure allows students to study aspects of marketing related to their interests such as marketing communications, product and brand management and international marketing.

The programme aims to produce critical, reflective practitioners as it emphasises the integration of theory and practice with the skills and knowledge required by employers and is designed for those wishing to pursue a successful marketing career in the public or private sector.

Programme structure

Learning will primarily be through lectures, set reading, class discussions, exercises, group-work assignments, problem solving in tutorials and case studies. Assessment methods include examinations, assignments, presentations or continuous assessment.

Learning outcomes

On graduating from your MSc in Marketing, you will be able to:

  • Critically evaluate the key analytical frameworks and tools used in Marketing.
  • Apply key Marketing theories, frameworks and tools to solve Marketing problems.
  • Utilise information on a firm’s external and internal marketing environment to identify and prioritise appropriate marketing strategies.
  • Exercise critical judgement through engagement and reflection with existing marketing literature and new developments in the marketing environment.
  • Critically evaluate the Marketing function and the role it plays in achieving organisational success both in commercial and non-commercial settings.
  • Evaluate and act upon the ethical and environmental concerns linked to Marketing activities.

Visit the Marketing - MSc page on the University of Edinburgh website for more details!

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