Blending the creative and analytical aspects of marketing theory and practice, our professionally-focused degree will equip you with the knowledge, skills and techniques to succeed in marketing. Accredited by the Chartered Institute of Marketing (CIM), successful completion of this course provides maximum exemption towards its professional qualifications.
This programme is professionally accredited by the Chartered Institute of Marketing (CIM)
Taught by leading experts in marketing, branding and strategic management, whose specialist knowledge spans topics such as consumer behaviour, culture, branding and nostalgia marketing
Unique opportunity to study and interact with entrepreneurs and business owners based in the Smart Innovation Hub, the first to be located directly in a Business School
Expand your professional network at the university’s Grand Challenges lecture series, where key speakers provide fresh perspectives on the political, ethical and intellectual problems we face as a world today
Accredited prior learning (APL) provides maximum exemptions towards CIM qualifications – with just one module required for the Certificates in Professional Marketing or Professional Digital Marketing and two modules to receive the Diplomas
Course summary
In today’s globalised, highly competitive world, experts have predicted marketers will be among the most in-demand jobs of the next decade – with skills in content creation and curation, social media strategy, digital marketing and analytics the most sought-after.
What you’ll learn
Marketing as a discipline is predicated on the idea that in order to survive and thrive organisations need to identify and continue to satisfy the needs of existing and prospective customers. In today’s ever changing and highly competitive world, this is as true as it ever was.
That’s why we start by taking an in-depth look at customers and their buying behaviour, to help you and your future employers pre-empt or predict how the market will buy or consume their products or services. At the same time, we’ll familiarise you with the research tools and techniques most likely to give the greatest insight into the market, so you can thoroughly investigate spending habits of your customers, identify existing and potential competitors, and develop the most appropriate solutions for branding and promotion.
A wide variety of knowledge and skills are required to be a successful marketer and our course content covers the full spectrum, from analytical to creative, with digital impact and the relationship between marketing and business embedded throughout.
In addition to your final project, you will study seven core modules, which cover core topics such as marketing research, marketing strategy, consumer behaviour and international marketing communications. You’ll choose one option module in Semester 1 and one option module in Semester 2.
A large range of optional modules give you the choice to retain your focus on aspects of marketing, such as mediated communications or branding, or broaden your scope of study to include accounting for decision making or entrepreneurship.
Other courses you may be interested in
MSc Digital Marketing
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Professional Accreditation
Professionally-accredited by the Chartered Institute of Marketing (CIM), the leading professional body for marketers worldwide, our master’s degree has a key aim: to prepare you to make an impact in the real world of work. That’s why, unlike some other courses, the move to digital first and the society-driven demand for increased sustainability and ethical behaviour are embedded into our programme. For those new to marketing, we’ll quickly bring you up to speed with basic and then advanced marketing theory.
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Course structure
You will study a variety of core and optional taught modules in Semesters 1 and 2. You will then undertake a large project to further develop your knowledge, skills and experience in a specific area of marketing.
Modules
The module details given below are indicative, they are intended to provide you with an idea of the range of subjects that are taught to our current students. The modules that will be available for you to study in future years are prone to change as we regularly review our teaching to ensure that it is up-to-date and informed by the latest research and teaching methods, as well as student voice. The information presented is therefore not intended to be construed and/or relied upon as a definitive list of the modules available in any given year.
After you have completed the taught modules of the course, you will undertake a large project to further develop your knowledge in a specific area of marketing. You will choose from one of the pathway options below.
The research dissertation is a formal written academic project of between 10,000 and 15,000 words, making it ideal preparation for future academic research at MPhil or PhD level or for the report-writing and scrutiny expected of senior management professionals. Taking inspiration from your own interests, and with support throughout from a supervisor with relevant expertise, you’ll choose a topic to research in the field of marketing. To give you an idea, it could be anything from country perceptions of outdoor guerrilla marketing to a comparison between charity and corporate marketing strategies.
During June to September, you will spend eight to 12 weeks undertaking a marketing research project on behalf of an organisation (chosen by Keele Business School). You’ll put into practice what you’ve learned, developing and applying your skills to solve a business problem, issue or focus on a specific project. As part of the eventual assessment, you’ll present your findings to the host organisation, exactly as you would do within the workplace. As an example, one student worked with a pet food company to explore new and innovative marketing techniques to promote their brand, while another undertook research and developed a marketing plan and social media campaign for fire training facilities. We also had one student help an online retail company develop and relaunch its brand, with another developing PR and marketing activities for a local arts centre.
Please note that participation in the Consultancy Project is only available after a comprehensive selection process. Please view our terms and conditions to find out more.
An excellent opportunity if you have an idea for a new business venture, this module will provide you with the time, space and expertise to develop it. For between eight weeks to 12 months, you’ll be given the option of a base within the University’s incubator and have access to workshops and guidance from a network of entrepreneurs and business advisers. During this time, you’ll complete a portfolio of evidence on your idea and present this to an external stakeholder. Places are limited, and you will be required to undertake an interview prior to acceptance on this module.
Please note: The Entrepreneurship pathway is available to UK Students only
In an increasingly competitive job market, employers are looking to recruit employees who have high-level knowledge, skills and workplace experience. With support from the Faculty Placement Officer, you will gain first-hand professional experience on a suitable, paid work placement for between eight weeks to 12 months. During your placement, you will be required to complete an extended project on behalf of the organisation. As part of the eventual assessment, you’ll present your findings to the host organisation, exactly as you would do within the workplace. Your placement can be based anywhere in the UK giving you the opportunity to work with local, national and international organisations.
Students who require a visa to study in the UK may be able to add in a work placement depending upon the programme. The ability to add a work placement is dependent upon the UK Immigration rules at the time of the request. It may be that for some programmes students will not have the option to request a placement period to be added to their programme before they arrive in the UK and would need to apply for a new visa. There is no guarantee that a placement will be provided and that students who have a visa are subject to a number of restrictions on the type of work, including placements they can undertake.
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"I felt a great sense of belonging that stemmed from the supportive network that the University provides for all of its students. During my studies, I found that my lecturers' were always willing to offer additional help and guidance when asked which helped me, and many others, to flourish and achieve our academic potential. "
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Entry requirements
Pre-Master's in Business
The Keele University International College offer a one semester Pre-Master's in Business programme for international students who do not meet the traditional entry requirements for a postgraduate business degree at Keele University.
The following section details our typical entry requirements for this course for a range of UK and international qualifications. If you don't see your qualifications listed, please contact us to find out if we can accept your qualifications.
Typical offer
Please ensure that you read the full entry requirements by selecting your qualifications from the dropdown menu below. This will include any subject specific, GCSE/Level 2 Maths, and English language requirements you may need.
Typical offer: 2:2 degree in any subjectAdditional criteria apply
Please select your country from the drop-down list below for the full entry requirement information
UK
2:2 degree in any subject or demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Bangladesh
60% in a 4-year degree or 3-year degree with a 2-year Master's in any subject from a public university or CGPA 2.8 in a 4-year degree or 3-year degree with a 2-year Master's in any subject from a private university or demonstrated relevant professional qualifications or experience
We don’t accept degrees from certain universities, please see our Bangladesh Country Page for more information
You will also need: an English language qualification (see below)
Canada
70% or C or a GPA of 2.5 in a degree (Ordinary or Honours) in any subject or demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
China
70% in a degree in any subject or 65% in a degree in any subject from a '211' university or demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Ghana
Second class degree in any subject or demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
India
55% or CGPA 6/10 in any degree of three years or longer or demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Kenya
Second class degree in any subject or demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Nepal
60% / 2.4 in a 4-year Bachelor's degree in any subject or 65% / CGPA 2.8 in a 3-year Bachelor's degree in any subject or demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Nigeria
Second class degree in any subject or demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Pakistan
We accept a range of qualifications from Pakistan. Please visit our Pakistan Country Page for more information
or we will consider demonstrated relevant professional qualifications or experience
You will also need an English language qualification (see below)
South Africa
Second class division 2 / 60% in a Bachelor's degree with Honours in any subject or Second class division 1 / 70% in an Ordinary Bachelor's degree in any subject or demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Sri Lanka
55% in a Special Bachelor's degree in any subject or demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Uganda
Second class degree in any subject or demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Zimbabwe
Second class degree in any subject or demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Pre-Master's in Business
The Keele University International College offer a one semester Pre-Master's in Business programme for international students who do not meet the traditional entry requirements for a postgraduate business degree at Keele University.
All of our courses require an English language qualification or test. For most students, this requirement can be met with a 4 or C in GCSE English. Please see our English Language guidance pages for further details, including English language test information for international students. For those students who require an English language test, this course requires a test from Group B.
References
Normally, you will need to provide at least one academic reference to support your application unless you have been out of study longer than two years. If it has been more than two years since you last studied on a degree-level programme, you will normally need to provide an employment reference instead. For more information about Academic References, please see our Postgraduate how to apply web pages.
The Recognition of Prior Learning (RPL) is a process which enables applicants to receive recognition and formal credit for learning acquired in the past through formal study or work and life experiences.
RPL can also be requested for admission onto the start of a programme in lieu of the admission requirements. For more information, see our Recognition of Prior Learning web pages.
Professional qualifications and work experience
The majority of our courses will consider relevant work experience and/or professional qualifications at the appropriate level, as an alternative to an undergraduate degree for entry. The work experience should be for a sustained period and at a suitable level, based within a relevant sector to your chosen course.
Admissions staff will review your work experience and/or professional qualifications during the assessment of your application to ensure suitability in terms of relevancy, level and appropriate learning outcomes.
General information
The entry grades outlined in this section indicate the typical offer which would be made to candidates, along with any subject specific requirements. This is for general information only. Keele University reserves the right to vary offer conditions depending upon a candidate's application.
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PRME Champions
Keele Business School (KBS) has been selected for the 2024-2025 cohort of PRME Champions. Consisting of 47 businesses and management schools from around the world, The Principles for Responsible Management Education (PRME) is an initiative of the United Nations Global Compact, focused on raising the bar for sustainable business education. More information about PRME Champions can be found here.
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Funding
Some travel costs may be incurred if an external project or placement is undertaken; any such costs will be discussed with you before a project is confirmed. It may be possible for you to select an internal project and that would not incur any additional travel costs. There may be additional costs for textbooks and inter-library loans.
Living costs
Keele University is located on a beautiful, extensive and secure campus and has all the facilities of a small town. Student accommodation, shops, restaurants and cafes are all within walking distance of the teaching buildings. This is a very cost effective way to live and to reduce your living costs.
Scholarships and funding
We are committed to rewarding excellence and potential. Please visit our bursaries and scholarships webpages for more information.
Please note, if your course offers a January start date, the January 2025 start date falls in the 2024/25 academic year. Please see the January 2025 fees for the relevant fees for starting this course in January 2025
Planning your funding
It's important to plan carefully for your funding before you start your course. Please be aware that not all postgraduate courses and not all students are eligible for the UK government postgraduate loans and, in some cases, you would be expected to source alternative funding yourself. If you need support researching your funding options, please contact our Financial Support Team.
For continuing students, fees will increase annually by RPIX, with a maximum cap of 5% per year.
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Your career
This programme is designed to give you an in-depth understanding of contemporary marketing management, with optional modules allowing you to tailor your studies towards the more creative aspects of communications or to branding, depending on your interests. Key transferrable skills, such as high-level communication, critical thinking and problem-solving, are embedded within the programme to maximise your career opportunities.
Marketing graduates can be found in a wide variety of roles, working for bespoke marketing and creative agencies or within a wide range of organisations in the private, public and non-for-profit sectors. Past graduates on similar courses have secured positions in a range of industries, including digital marketing agencies, media, retail and financial services.
On completion, you’ll be ideally placed to pursue further postgraduate studies at MPhil or PhD level.
Examples of the roles you might progress to during the course of your career include:
Advertising Manager
Brand Manager
Content Designer
Creative Director
Data and Analytics Manager
Market Analyst/Researcher
Marketing Manager/Consultant
Social Media Manager
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Postgraduate Study at Keele Business School
As a postgraduate student at Keele Business School you will benefit from being taught in small groups by lecturers who are recognised experts in their fields.
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Teaching, learning and assessment
How you'll be taught
Our teaching and learning strategy is wide-ranging and innovative, seeking to give you a rich learning environment that draws actively upon leading-edge research, as well as current professional practice.
A key strength of our programme is our commitment to developing your critical thinking skills, which will not only set you apart from other marketing graduates, but will benefit you for the rest of your working life. Encouraging you to question, apply and evaluate different theories, creative approaches and techniques, you’ll build confidence, develop sound judgment and become adept at generating ideas and alternative solutions. Whether questioning the rationale of traditional marketing spend, for instance, or providing the evidence to challenge corporate strategy, your insight will prove one of your most valuable assets.
You’ll learn from leading researchers and external practitioners, gaining industry insights through guest lectures. The Smart Innovation Hub, for example, plays host to various external events to which students are welcomed, such as the Breaking the Mould celebration featuring local Staffordshire business award winners and TV presenters.
Taught by experienced marketers and studying alongside some part-time students who are already current marketing professionals, you’ll be exposed to marketing experience at every stage, whether designing and conducting market research or preparing recommendations for a brand extension using a contemporary brand. You’ll also hear direct from industry practitioners about what a day in their life is actually like or particular challenges they’ve faced, with one recent School talk focused on morality, social values and marketing.
Teaching schedule
Teaching takes place over the first two semesters. There are no formal group classes during Semester 3, but you consult with supervisors and access the University’s learning and teaching facilities and support services.
Semester 1 runs from the end of September to the end of January, with an assessment period in January.
Semester 2 runs from the last week of January to the middle of June, with the assessment period in June.
Semester 3 runs from June to the end of September
How you'll be assessed
Assessment is varied and includes the use of essays, skills portfolios, reflective diaries, exams, workbooks, presentations, marketing plans, reports, and practical projects. Most modules combine several forms of assessment.
Where possible, assessment is designed to reflect skills and practices in the workplace, including team working, idea generation, meeting deadlines and so on. In marketing communications, you’ll be tasked with designing a promotional campaign or, when studying brands, you may be asked to develop ideas for sub-brands and brand extensions of well-known brands, such as Apple, Innocent or Virgin. Generally, assessment will involve the consideration of the marketing activities of actual businesses and brands.
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Our expertise
Teaching staff
You will be taught by a range of leading experts in marketing, branding and strategic management, who will share their own professional experiences, which helps to put marketing in the broader context of the business environment. Their specialist expertise spans topics such as consumer behaviour, culture, branding and nostalgia marketing. As well as publishing in leading academic journals, their work has appeared in The Conversation, Metro and the Manchester Evening News.
The course is run from Keele Business School’s new home – the Denise Coates Foundation Building – a state-of-the-art facility complete with 220-seat lecture theatre, a ‘think lab’ study space, data laboratory, cafe and business lounge.
Home to our accounting, business management, economics, finance, HRM, international business, management and marketing programmes, our Business School is the first to be located on a Science Park. As well as new teaching spaces, our building is unique in that it is also home to the Smart Innovation Hub, a project part-funded by the European Regional Development Fund (ERDF), which includes space and support programmes for innovation-led businesses, providing opportunities for students and staff to work collaboratively with entrepreneurs and business owners, gaining invaluable networks and experience.
If you choose to study business and management modules available, you’ll have access to the Bloomberg Suite with all its economic, financial and business real-time data, world news, analyses and reports from the world’s biggest financial organisations. You can choose to complete the Bloomberg Market Concepts (BMC) certificate free of charge, an eight-hour e-learning, self-paced course which covers economic Indicators, currencies, fixed income and equities.
Based in the heart of England, Keele University is easily accessible by motorway and public transport. You’ll find everything’s on your doorstep, with the most important facilities gathered together at the centre of campus, which, at 600 acres, is one of the biggest in the UK.
80% of our research is deemed world-leading or internationally excellent (REF, 2021). In the global top 20 for campus sustainability, environmental and corporate responsibility underpin the running of our own business and these themes are embedded into our teaching of future professionals and leaders.
