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MSc Marketing

Course Description


Top Rankings for Marketing
The University of Stirling Management School’s Marketing Division ranks among the top in the country. We are positioned 2nd in Scotland and among the top 20 in the UK. Complete University Guide 2016.
Marketing is about creating, communicating and delivering exchanges of value between an organisation and its customers that satisfy the customer, the organisation and society at large. The MSc Marketing course offers students from a wide variety of educational and cultural backgrounds the opportunity to understand and combine academic concepts and practice-related marketing issues. This unique combination of academic and practice allows for students to be well-positioned for future success in the field of marketing.
As part of the highly flexible method of learning, the following degree pathways are offered, all of which provide a route to an MSc, Postgraduate Diploma or Postgraduate Certificate qualification. All students will register for the MSc course in Marketing in the first instance and be given the opportunity to change degree pathway at the end of the first semester.


- CIM Dual Award
The MSc Marketing course at Stirling was one of the first in the country to be accredited by the Chartered Institute of Marketing (CIM). Upon the successful completion of the MSc Marketing Course, two modules will be waived, meaning students need only complete the remaining two modules (versus completing all four required modules) in order to gain a Professional Diploma in Marketing. This exciting opportunity will provide you with the competitive edge you are looking for to embark on a successful career.

Key information

- Degree type: MSc, Postgraduate Diploma, Postgraduate Certificate
- Study methods: Full-time
- Duration: 12 months
- Start date: Mid-September
- Course Director: Dr Keri Davies

MSc Marketing

The MSc Marketing is a specialist, 12-month full-time taught postgraduate course. The course is not restricted to those who have already studied Marketing or related Business subjects. As such it offers students from a wide variety of educational and cultural backgrounds the opportunity to understand and combine academic concepts and practice-related marketing issues. Participants are encouraged to draw on their own backgrounds and any existing management skills and work-based experience throughout this course.
The course is modular, so the credits awarded at the end of each assessed module can be accumulated towards a postgraduate qualification. As a student of Marketing, there are three core topics of study in the Autumn Semester which will provide you with a depth of relevant and up-to-date knowledge. In the Spring Semester MSc Marketing students have to apply this knowledge through a project undertaken for an external company and through an appreciation of Contemporary Issues in Marketing. In addition students may choose two elective modules to study alongside these core modules. The student must also complete an individual dissertation or group research project in a field relevant to the degree pathway.

Course objectives

The MSc provides you with an understanding of the concepts and systems underlying marketing practice and allows you to develop your skills of diagnosis and implementation in marketing management and research processes. On completion you will be able to:
- Nurture and consolidate a customer-focused management approach in a variety of different market settings, organisation types and policy situations
- Design, plan, implement and evaluate research-based marketing strategies
- Gain exposure to ethical issues that arise from marketing activities and to understand the impact marketing has on society in general
- Conduct research into contemporary marketing practice

English language requirements

If English is not your first language you must have one of the following qualifications as evidence of your English language skills:
- IELTS: 6.0 with 5.5 minimum in each skill
- Cambridge Certificate of Proficiency in English (CPE): Grade C
- Cambridge Certificate of Advanced English (CAE): Grade C
- Pearson Test of English (Academic): 54 with 51 in each component
- IBT TOEFL: 80 with no subtest less than 17

For more information go to English language requirements https://www.stir.ac.uk/study-in-the-uk/entry-requirements/english/

If you don’t meet the required score you may be able to register for one of our pre-sessional English courses. To register you must hold a conditional offer for your course and have an IELTS score 0.5 or 1.0 below the required standard. View the range of pre-sessional courses http://www.intohigher.com/uk/en-gb/our-centres/into-university-of-stirling/studying/our-courses/course-list/pre-sessional-english.aspx .

Delivery and assessment

The taught modules of the MSc course are delivered using a variety of methods, for example, lectures, tutorials, case studies, role playing, computer simulations, fieldwork exercises, site visits, guest speakers and company projects. Much of the assessment is continuous and may include research reports, essays, briefings, management reports, case analyses, debates, literature reviews, marketing communication plans, poster sessions and presentations. Assessed work is often conducted in groups, as developing teamwork and communication skills are seen as important.

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

(Student Profile)

Cristina Rechy-Pereda

Describe your time at Stirling:
Studying the master's degree at University of Stirling gave me the tools to get more managerial skills. One of the biggest capabilities I got was the ability to structure and start projects from scratch, which is one of the most common challenges on a daily basis. They make you see the general picture and strategically organize and prioritize next steps. I consider that as a huge value added to have better control in project, time and client management. The professors have real working experience, so they guide students to what it really applies to the marketing field. Additionally, the professors are open-minded to accept any suggestion about the course depending on your interests. Also, working with people from different backgrounds makes your knowledge and expertise wider about how things are being done in other countries.

Briefly describe your career history to date:
Before studying at Stirling, I had Public Relations experience in the IT sector with companies like Symantec, SAP, APC and Kodak. I then got a job as Marketing & Public Relations Co-ordinator with the Department of Science and Technology of the Organization of American States (OAS) in Washington, D.C. I was responsible for designing and planning public relations and marketing programs; identifying and prioritising prospective partners and business alliances; implementing the project by developing a strategic insight profile of the department. I am about to start a new job with Symantec Mexico as a Senior Marketing Specialist. Within this role, I will be focusing on prospect client development, demand generation in awareness/consideration/purchase, regional projects coordination in Latin America, Marketing product launches, foreign product marketing visits coordination. My professional career wouldn't be possible without studying the MSc in Marketing at University of Stirling.

What attracted you to this career?
The possibility to keep growing in the Communications and Marketing fields, and the dynamism of Marketing.

How did you get into your current job?

List three things that you love about your job:
Challenge, dynamism, and the people.

What advice would you give to current students in terms of preparing for life after graduation?
To network, to identify key players in any organization, to keep your mouth shut or to express out your ideas (both likes and dislikes, agreements or disagreements) with the right people at the right moment, that sales and marketing will always be rivals so get ready to be strong enough and smart.

(Student Profile)

Craig Black

The benefit of studying MSc Marketing at Stirling is the course design has led to me gaining practical marketing skills alongside a wealth of knowledge in the subject.

Key features I like about the course are the practical, real life projects and high quality business simulators. The lecturers are excellent and the scenic campus provides a great atmosphere to study.

I would advice prospective students coming to remember that everybody is in the same position when starting – you will be nervous but don’t worry. Relax and Enjoy the course.

I feel I now have a more positive job prospect and higher-level of career aspirations after studying on the MSc Marketing course.

(Student Profile)

Patrick Nowald

In what way did your time at Stirling shape your career to date?
My studies have proven to be useful as things that seem logical and obvious during your time in University often get forgotten once applied in the real world - a good example is standardization vs. adaptation. On one hand we aim to provide our customers with the exact same experience in any of our stores throughout the UK but on the other hand, not all stores are the same size and therefore can’t hold all of our product lines, which causes a lot of issues when it comes to National Newspaper advertising, Online advertising and even the printing of our leaflet. Regionalisation of our offers is one solution, as legal restraints, such as the prohibition of promoting alcohol in Scotland for a short period of time, causes us to advertise different lines at different times throughout the UK. It is challenges like this, the early responsibility and my personal development in the company that I love about my job and other than the fact that I think London is overcrowded there is absolutely nothing wrong with it.

What advice would you give to current students in terms of preparing for life after graduation?
Don’t think of University as obtaining a degree at the end and that this is the only thing employers will look at. I was quite surprised during my interview that it was actually my extra-curricular activities and the fact that I never wasted my holidays, but did internships or other unpaid projects that made me so attractive to them. It’s a great accomplishment to have a degree at MSc-level on your CV but to stand out from the crowd you need to be able to show your future employer that you are actively looking to push yourself and are enthusiastic about taking on new challenges.

(Student Profile)

Kerr Hunter

How has your Stirling degree helped you in job-seeking and career progression?
I originally studied Politics at the University of Glasgow. I graduated in 2006 and moved to London and worked in advertising. After realising that the Marketing/Advertising area was something I was very interested in, I move back to Scotland and enrolled in the MSc Marketing course at the University of Stirling. This course has helped me immensely, as the job I have now required me to have an additional qualification in Marketing.

What kind of contacts did you make at Stirling and how did these help you?
I made most of my contacts with lecturers. The staff were so friendly and helpful and I’ve also made great friends with fellow students who I am still in touch with.

How did your experience at Stirling differ from that of friends and colleagues who studied elsewhere?
I was in a fortunate situation as I attended another University beforehand. The Stirling experience is different from some other Universities as it is campus based. To that end, the experience is more personal and tight-knit. You see a lot of familiar faces, which is good to make you feel welcome and at home.

What made you choose Stirling?
Stirling was the best choice for me as it provided the course I wanted to do and it was relatively local.

How did you enhance your CV to break into your chosen sector?
When writing a CV it is important to tailor your information to the specific job/sector that you want to work in. Using your experiences but relating them to specific requirements of the job is important and this will show how skills relate to tasks expected of you.

Is your career what you expected or has anything changed?
I love what I do, and the background theory and skills I learned at University were fundamental in my current understanding of the business. Using what I learned and putting them in to practical use is very rewarding.

What advice would you give to current students?
As much as it sounds trite, attend all your lectures, but also try to think how YOU would use that specific fact/skill/info in the wider world. Trying to relate what you are learning to everyday life/the work place makes it much easier to understand, and you may remember it better too.

(Student Profile)

Ms Chen Xie

I was influenced to study in the Stirling Management School as the ranking for the school was good and there is a long history attached to the University. It is a beautiful campus and the scottish people are very warmhearted. The MSc Marketing course was very suitable for me. The benefits of studying at Stirling is the good attitude toward studying. I made lots of really good friends and completing the course gave me more choice when trying to find a job.

The course was very good, in particular the Professor who was patient, fun, experienced and explained things in a more easy understanding way.

After you graduate you will miss this place.

(Student Profile)

Abtin Rezaeenia

For me, studying at University of Stirling was indeed a life changing opportunity in which I do and I will carry on its impacts on my personality forever. If you believe that you have enough passion and love for learning and you would like to feed your curiosity with contemporary knowledge while you are living in the most beautiful campus among British universities, then I assure you that Stirling University is definitely the right place for you.I have been working as a marketing manager in different industries since I left Stirling University.

However, I still feel that I need to learn more and I need help from my tutors in the MSc Course and I must admit that they are always welcoming and helpful. It is amazing to see what I learned during the MSc course is helping me (when I enter to a new industry) to look at the business from different angles/outside the box to highlight the gaps and draw a clear SWOT analysis. In addition, the opportunity that I had in MSc programme to work within the team of students from over 8 different cultures and backgrounds has provided me with a great ability of networking with my MSc marketing friends across the globe. I hope that you will be able to experience the great time that I have had at Stirling Uni and if you are a gentleman please do not miss the opportunity of wearing a Scottish kilt on your graduation!


Entry Requirements

A minimum of a second class Honours degree or equivalent. Applicants without these formal qualifications but with significant appropriate/relevant work/life experience are encourage to apply.

Course Fees

2015/16: Home/EU £6,000; Overseas £13,500

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