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Marketing Innovation (MSc/PgDip/PgCert)

Course Description

MSc Marketing Innovation at Winchester is a cutting-edge programme developing graduates with distinctive marketing expertise in innovation, strategic insight and creativity.

Programme Content

Marketers need to successfully drive innovation; build brand presence in a changing society; create an organisational culture that shares and acts on the principles of customer focus; and develop performance metrics that include data analytics and deep insights into consumer motivations, in addition to a focus on financial and market performance. These capabilities need to be applied in a creative manner with an awareness of ethical and social responsibility.

MSc Marketing Innovation develops students' marketing capabilities relating to the strategic and creative process of leading and managing innovations through to commercialisation and beyond.

Students explore innovation as it pertains to existing products and services, focusing on the knowledge and skills required to ensure continued success of brands and organisations in the marketplace. Students explore the areas of idea generation and innovative data collection methods and examine how insights derived from consumer research can aid the development of creative and effective marketing strategies.

In addition, the programme fosters a detailed understanding of the design, development and management of new product and service innovations and explores how to create an engaging brand presence in an increasingly complex media landscape. The programme focuses on developing innovative and responsible marketing professionals, who possess skills relating to creativity, consumer insight, brand development and strategic analysis and who are capable of driving strategic change.

See the website http://www.winchester.ac.uk/Studyhere/Pages/msc-marketing-innovation.aspx


- The Marketing Innovator
- Consumer Analysis, Insight and Creativity
- Product-service Design and Development
- Strategic Brand Planning, Market Development and Opportunity Identification
- Marketing Communications
- Market-led Organisational Change
- Research Methods for Business
- Dissertation

Learning and Teaching

The dual emphasis on both the intellectual growth and professional development of students underpins the learning and teaching of the programme. Seminars are delivered by both academic staff and experienced marketers throughout the programme. Students are presented with challenging experiences through a balance of theory and practice by evaluating contemporary case studies, conducting research and analysis, and through participating in regular creative development workshops.


There are no conventional examinations. All modules are assessed through one piece of coursework per module.

At the University of Winchester validated programmes may adopt a range of means of assessing your learning. An indicative, and not necessarily comprehensive, list of assessment types you might encounter includes essays, portfolios, supervised independent work, presentations, written exams, or practical performances. The University is committed to ensuring that all students have an equal opportunity to achieve module learning outcomes. As such, where appropriate and necessary, students with recognised disabilities may have alternative assignments set that continue to test how successfully they have met the module's learning outcomes. Further details on assessment types used in the programme you are interested in can be found on the course page, by attending an Open Day/Evening, or contacting our teaching staff.


Graduates may enter domestic or international roles within product management, market development, business ownership, market research, customer insight management or new product development.

Visit the Marketing Innovation (MSc/PgDip/PgCert) page on the University of Winchester website for more details!

(Student Profile)

Adrian Erikson Forbord

MSc Marketing Innovation

“I completed my International Communication undergraduate degree at home in Norway. I was keen to focus more on business for my Masters at Winchester which is why I followed the marketing route.

“The Business Consulting module gave me the opportunity to work with a local company and build contacts. It was a valuable experience as I was able to find work that matched my learning needs and their business needs. I researched their business and wrote a report, as well as evaluating my own performance as a consultant.

“I have now started my dissertation, focusing on market sensing as an alternative to market research and how it allows for a different approach to business strategy – specifically how they can use social media to increase market sensing capabilities.

“Overall the MSc has given me the business focus I was looking for and I have also enjoyed the sense of community with my classmates and lecturers.”


Entry Requirements

Normally a first or second-class Honours degree. Students who have achieved professional marketing status and hold full membership of Chartered Institute of Marketing (CIM) and an appropriate Level 7 qualification, such as the CIM Postgraduate Diploma in Marketing (or its international equivalent) may be eligible for entry with advanced standing. If English is not your first language: IELTS 6.5 (including 6.0 in academic writing) or equivalent.

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