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MSc Marketing Management

Course Description

This programme combines marketing modules with an analytical approach, enhanced by Surrey Business School’s emphasis on enterprise and innovation.


At Surrey Business School, we offer a diverse range of business and management programmes that are fuelled by a common approach: encouraging you to be entrepreneurial and innovative, providing opportunities for you to engage with real-world business problems throughout your programme.

Visit the website http://www.surrey.ac.uk/postgraduate/marketing-management


Our MSc in Marketing Management provides you with the knowledge and skills required in specialist careers in a variety of marketing roles, enabling you to cope effectively with an increasingly global, dynamic marketplace.

The programme covers marketing ideas, plans, strategies, processes, techniques, communication and all customer-facing functions, plus a range of core concepts from other management functions. One of the main principles of the programme is to deliver a set of concepts from theory and relate them to the practical, real-world ways in which companies interact with different markets.

You will also explore marketing in terms of consumer behaviour and customers: researching who they are, what their perceptions are, what their needs for value are, and how these needs can be satisfied competitively.

A distinctive feature of our MSc is the Entrepreneurship and Innovation module, which will help you build an understanding of how to develop a business plan – a key skill for marketers and future marketing managers.

Programme structure

The programme comprises seven compulsory modules, one elective module and a dissertation.

Compulsory modules:
• Research Methods
• Marketing
• Entrepreneurship and Innovation: A Business Model Approach
• Relationship Marketing
• Accounting and Finance for Business
• Marketing Communications
• Applied Marketing Research

Elective modules:
• Consumer Behaviour
• E-Business
• Innovation Management
• Strategy
• Digital Marketing and Social Media
• Introduction to Marketing Analytics

Example module content

Accounting and Finance for Business
This module provides the conceptual foundations for understanding, analysing and interpreting accounting and cost management information. You will learn how to apply accounting principles and financial theory to decision-making in modern business organisations. Module content includes the financial environment, corporate governance and analysis of the prime financial statements.

This module provides a comprehensive framework for understanding marketing. Integrating theoretical concepts and models with practical application, you will explore the contribution that marketing can make to successful businesses. Theory and case studies are used to analyse environmental conditions, marketplace trends, marketing strategy, marketing planning and the growing influence of technology.

Marketing Communication
You are introduced to the concepts, issues, theory and practice of marketing communications (marcoms) and integrated marketing communications (IMC). This provides an understanding of how marketing communications work in practice, taking into account the context, culture and market characteristics.

Research Methods
This module covers the fundamentals of research practice. It introduces the process of research project formulation and the key elements of research design, namely the choice of unit of analysis, measurement, methods of data collection, and data analysis. Ultimately, the module prepares you to design and execute your research study for your dissertation in a systematic and scientific manner.

Applied Marketing Research
This module covers the critical aspects of marketing research theory and practice to support and improve marketing management practice. Module content includes quantitative research, questionnaire design, advertising research, research on pricing, channel management research, internet research, and international market research.

Relationship Marketing
Relationship marketing (RM), including customer relationship management (CRM), is a very current topic in marketing. Module content includes case studies, alliances and partnerships, capture of data, database management and the role of customer service and quality in RM.

Consumer Behaviour
Consumer behaviour is evident in everyday life, and knowledge and understanding of this subject is beneficial to marketing and strategy formulation. The lectures will focus on behavioural concepts, appropriate research techniques and recent research findings to enhance your understanding of how consumers choose products. Recent trends in consumer behaviour applied to services are also incorporated.

This module provides a comprehensive framework for understanding the contextual, strategic and operational issues of e-business. It will also develop your ability to link theory with practice. The module identifies contextual influences and industry developments, mapping various business models and analysing how the electronic platform can transform businesses.

This module will appeal to you if you are considering a career in business consultancy or in key managerial roles within a broad spectrum of industries. It is intended to provide you with a holistic understanding of the most relevant theoretical approaches to strategy formulation, implementation and control, in the context of either a single-business or a multi–business organisation.

Digital Marketing and Social Media
This module introduces students to the core principles of digital marketing. New technologies change the way companies interact with consumers. Technological evolution continues apace and marketers are seeking to exploit it in new, creative ways. This module provides a comprehensive framework for understanding the contextual, strategic and operational issues involved in the application of technology to marketing.

Innovation Management
Innovation has become a core element of competitive strategies in business environments defined as ‘hypercompetitive’. Given the increase in its strategic relevance, this module is intended to provide you with the knowledge and skills to manage innovation at the operational and strategic levels within the context of the firm’s internal and external business environments

Professional recognition

Surrey Business School is accredited by the Association to Advance Collegiate Schools of Business (AACSB) (http://aacsb.edu/) and by the Association of MBAs (AMBA) (http://www.mbaworld.com/).

The University of Surrey is a member of the Academy of Marketing.

Find out how to apply here - http://www.surrey.ac.uk/apply/postgraduate

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

(Student Profile)

Richard Thalmann

Why did you choose to study at Surrey?

I came to Surrey because of its UK ranking and proximity to London. In addition the town and campus seemed like a place I could quickly settle into and enjoy.

How has your degree helped in your career?

One of the skills which has been most useful, from an entrepreneurial perspective, is the ability to write a complete business plan, from concepts through to financial details. Writing a business plan combines all of the disciplines of business into one document. If you can write a great business plan, then you can work in any business at some level.

Do you have a favourite memory from your time at Surrey?

I have lots of great memories of Surrey. One that relates directly to my course was of a guest speaker who visited our marketing class. He was a marketing director from Ted Baker, and he came and spoke about his job and the company. It was great to see how someone could be so passionate about his work. I would have been happy if the class had gone on for hours because I just wanted to hear more!

What advice would you give to students looking to work in your sector?

I would suggest students focus on two things:

- Learn about as many project management styles as you can, so you can find the perfect style for yourself
- Get lots of varied work experience; many companies are happy to show how they work, so just ask


Discounts for Surrey graduates - No. of awards TBC

If you are a self-funded UK, EU or international student who has studied for an undergraduate degree at the University of Surrey campus in Guildford, you could be eligible for a ten per cent discount on our taught postgraduate Masters programme fees. This scheme is for applicable to Postgraduate Taught entry students only and is reviewed annually.Students who graduated in 2013 are eligible, as well as alumni from previous years, on receipt of evidence of the award from Surrey and where we can identify that you actually studied in Guildford. Students from SII-DUFE are eligible for this scheme.Associated Institution students are not eligible. Not available to modular self-pacing students.

Value of Scholarship(s)

10% tuition fee discount


If you are a self-funded UK, EU or international student who has studied for an undergraduate degree at the University of Surrey campus in Guildford

Application Procedure

If you have any enquiries regarding this matter please contact the Student Fees and Funding Office on [email protected]

Further Information


Entry Requirements

Applicants should normally hold a Bachelors degree (a good UK 2.2) or an equivalent qualification from a recognised British or overseas university. If an applicant’s Bachelors degree is not in a subject related to the MSc, some relevant work experience would be an advantage. Higher level professional qualifications may also be accepted. Each applicant is assessed on their own merit. ENGLISH LANGUAGE REQUIREMENTS: IELTS minimum overall: 6.5; IELTS minimum by component: 6.0

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