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    Marketing - MSc

    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. 

    We are in the process of refreshing our curriculum for the 2025/26 academic year to reflect best practices and the latest advancements in academia. New course content and modules will be available on this course page in due course. 

     

    Month of entry

    • September, January

    Mode of study

    • Full time, Part time

    Location

    Subject area

    • Business and Management

    Fees for 2025/26 academic year

    • UK - Full time £12,700 per year. Part time £7,000 per year.
      International - £17,700 per year.

    Duration of study

    • 1 year full time or up to 20 months with entrepreneurship or placement pathway. 2 years part-time or up to 24 to 36 months depending on pathway.
    Apply now

    Why study Marketing at Keele University?

    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

     

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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.

    Chartered Institute of Marketing Accredited Degree logo

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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.

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    Image of Mairi

    "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. "

    Mairi, MA Marketing Graduate

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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.

    Please visit the Keele University International College for more information on how to apply, entry requirements and course details.

    Next steps

    Entry requirements

    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 subject Additional 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.

    Please visit the Keele University International College for more information on how to apply, entry requirements and course details.

    English language requirements

    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.

    Personal Statement/Statement of Purpose

    Please see our Postgraduate how to apply web pages for guidance on what to include in your personal statement.

    Recognition of Prior Learning

    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.


    The logo for PRME champions

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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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    Keele Postgraduate Association

    Keele University is one of a handful of universities in the UK to have a dedicated students' union for postgraduate students. A fully registered charity, Keele Postgraduate Association serves as a focal point for the social life and welfare needs of all postgraduate students during their time at Keele.

    KPA interior

    Hugely popular, the KPA Clubhouse (near Horwood Hall) provides a dedicated postgraduate social space and bar on campus, where you can grab a bite to eat and drink, sit quietly and read a book, or switch off from academic life at one of the many regular events organised throughout the year. The KPA also helps to host a variety of conferences, as well as other academic and career sessions, to give you and your fellow postgraduates the opportunities to come together to discuss your research, and develop your skills and networks.

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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.  

    Teaching team

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    Facilities

    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.

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