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On the MSc Strategic Marketing and Consulting course you will develop an advanced knowledge and understanding of contemporary and complex issues facing marketers, deepening your insights into the theory and practice of specialist aspects of marketing.

Designed for recent graduates or practising managers who are already familiar with basic marketing concepts, the Strategic Marketing and Consulting MSc programme will enable you to develop advanced knowledge and understanding of contemporary and complex strategic challenges facing marketers, and to deepen your insights in the theory and practice of specialist aspects of marketing.

The programme will develop your critical thinking, research and communications skills and, uniquely, will feature consultancy projects as a vehicle for learning and as a means of developing further personal skills for later marketing and consulting careers.

Why study this course?

  • You will study at one of the handful of business schools in the UK that holds the prestigious ‘triple-crown’ accreditation from the Association to Advance Collegiate Schools of Business (AACSB), the Association of MBAs (AMBA) and the European Quality Improvement System (EQUIS).
  • Your employability options are vast and varied, our strong links with industry mean that rigorous undergraduate academic study is combined with a real practical focus, leading to excellent job opportunities.
  • You will join a University that is amongst the top three in the United Kingdom for being most frequently targeted by the country’s top employers.
  • The suite of MSc Marketing Programmes has been approved and accredited by The Chartered Institute of Marketing (CIM) and is recognised by the ESRC for research training.

Course details

The 12-month programme starts at the end of September and will focus on developing your knowledge and understanding of marketing in the context of the strategic management of organizations. It will update your awareness of contemporary issues and challenges in marketing.

The early part of the programme will also feature intensive training in research, marketing measurement and analysis and an introduction to consultancy skills and practice. Subsequently, you will deepen your understanding of marketing by undertaking a live consultancy project, alongside studying a range of specialist electives, such as Strategic Brand Management. Guest marketing practitioners will input to the programme, to help you engage with the very latest issues.

At the beginning of each module, you will be given course materials, which will explain the aims and objectives of the module, an outline of content and indicative reading. To benefit fully from your participation in the programme, you will need to commit yourself fully to it. You will need to engage with the learning process by attending all lectures and seminars, reading all materials provided or recommended, taking notes and participating actively during the lectures. Discussion is encouraged in many subjects. After all, one of the main benefits of studying in an MSc Programme is sharing of experiences and ideas.

You will work on major consultancy projects during the programme, and this may involve working with an SME or a major corporate, a UK-based or overseas company, and/or a commercial or social enterprise. You will work through the entire consultancy process – from receiving the client brief, developing the proposal, negotiating deliverables, managing and completing the research, presenting the results, and ensuring a satisfactory outcome for the client.

In addition to direct consulting skills, we will further develop your analytical capabilities, critical thinking skills, communication skills and your ability to use IT to support marketing analysis and decision-making. 

You will also undertake a major independent research dissertation, which may be based on a company project (depending on availability) or an academic topic of your choice. Academic members of the Marketing Group will suggest topics consistent with their ongoing research, or you can choose a topic that is directly related to your chosen career path.

There are a host of potential topics for a strategic marketing and consulting dissertation. Past topics have included:

  • Influence of CSR Programme and its animal welfare policy toward customer brand perspective and purchase decision in the UK
  • Aston Villa Football Club: the supportive role of social media for AVFC’s internationalisation strategy
  • SME Authenticity in the UK craft beer industry
  • Customer Needs towards Autonomous Driving Solutions in Europe – An exploratory study for Jaguar Land Rover

A high-class learning environment

As a postgraduate student, you will have access to our award-winning £10 million postgraduate teaching space, the Alan Walters Building. This will provide you with access to facilities of the highest quality, including a state-of-the-art lecture theatre, dedicated computer clusters and seminar rooms as well as communal areas for studying and group work, which will look out over the University's ambitious Green Heart development, due to be completed in 2019.

Follow this link to take a virtual tour of the Alan Walters Building.

Assessment Methods

Taught modules contribute towards two thirds of your final assessment. The dissertation contributes one third. The majority of modules are assessed using written examinations and coursework. Coursework can take a variety of forms, including reports, essays, group presentations and practical assignments. Some coursework is group based. Not all modules will involve examinations.  

Careers in Business

Careers in Business is a dedicated service for postgraduate Business School students. We’ll help you in all aspects of your career management, from planning your job-seeking strategies, applying for jobs, preparing for interviews and assessment centres and developing your essential employability skills. At the start of your programme you will receive an email from our team, giving details of how you can access Careers in Business Online. Please get in touch to find out how our Careers in Business team can support you.

Recent graduates from our marketing programmes have gone on to work in a wide range of careers in companies such as Microsoft, Ogilvy & Mather, American Express, Accenture, Whitbread, Beiersdorf, DaimlerChrysler, AstraZeneca, Tesco, AC Nielsen, Mazda Motors, Leo Burnett, Nissan, both in the UK and in their home country for returning international students. 


Visit the Strategic Marketing and Consulting - MSc page on the University of Birmingham website for more details!

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