The MSc Marketing programme is a generalist programme that covers a wide range of topics, including Consumer Behaviour, Business-to-Business Marketing, Digital Marketing, Brand Management, AI and Big Data in Marketing, and more, providing graduates with a competitive advantage in the job market. Students will also be able to choose from a variety of optional modules covering different aspects of marketing and business.
- Study global brands and their roles in creating relationships in a global market.
- Learn how to design a range of marketing strategies.
- Learn to recognise ethical dilemmas in marketing and apply ethical and organisational values to situations and choices.
Study options
- Starting in
- September 2025
- Location
- Mile End
- Fees
- Home: £15,250
Overseas: £33,500
EU/EEA/Swiss students
What you'll study
This programme aims to teach you to:
- Identify, analyse and evaluate marketing problems and plan, design, and recommend solution strategies.
- Plan and conduct research through independent study.
- Develop a sound understanding of contemporary business and organisational contexts.
- Apply theories, models and frameworks to aid decision making within organisations.
- Apply your knowledge to complex marketing issues, to improve management and marketing practice.
Structure
- Seven compulsory modules
- Choose one optional module
- Compulsory 10,000-word dissertation
Compulsory/Core modules
This module takes a critical approach to Brand Management, reviewing key concepts through case studies. In so doing, it approaches the field of branding through global and comparative perspectives while interrograting key concepts through intercultural vantage points.
All marketing action is aimed at consumers. Without an understanding of the consumer the application of marketing tools is unlikely to yield the desired outcomes. This module develops a useful, conceptual understanding of consumer and market behaviour as a main consideration in marketing. The course offers a brief introduction into consumer research and then focuses on an understanding of the consumer from a mainly psychological perspective. Overall, the course provides frameworks that enable students to address the issue of understanding consumers responsibly, systematically, and creatively.
This module gives an advanced outlook on marketing as a field of inquiry. It is providing students on the MSc in Marketing with a theoretical foundation of theories and concepts of marketing, which allows them in their subsequent studies to understand and situate more specialised aspects of marketing (e.g. consumer behaviour, brand management, or business relationships and networks). Special emphasis is given to understanding current academic debates in the field. This means students are expected to read articles in leading marketing journals.
The module Relationship and Network Marketing provides students with an overview of important aspects of business-to-business marketing. For this purpose, students will explore crucial underlying concepts of relationships and networks as well as develop a sense of business marketing practices. The module fosters an understanding of how organisations are embedded in an interdependent net(work) of business exchanges. Using collaborative and cooperative relational management provides firms within such net(work)s with the possibility to mobilise important external resources via business partners.
This module will give you a basic introduction to research methods for marketing, starting with problem definition and question formulation, continuing onto selecting and designing appropriate research methodology and collecting data in various marketing circumstances, and finishing with essential data analysis with modern tools, and interpretation of that data. Finally, we will also work on essential tools for putting all of this together: how to communicate these ideas and findings to a broad audience in the form of a research report and oral presentation.
Internet and digital technologies have transformed marketing and impacted industry from retailing to healthcare. Companies face the challenge of developing and maintaining their business operations and customer engagement in a constantly evolving digital space. The key question is how to successfully deploy digital marketing strategies. What are techniques that companies need to master to make effective use of digital marketing? This module empowers students with skills and knowledge needed to work as a digital marketing professional after graduation.
This module is designed to provide postgraduate students with a comprehensive and critical understanding of AI and big data in marketing. It focuses on integrating real-world scenarios and hands-on experiences to provide students with practical insights. The primary objective is to develop a curriculum that explores the principles, strategies, and practices of AI and big data in the marketing context. Students will explore key concepts, theories, and applications, including the use of AI algorithms, predictive analytics, and automation in marketing processes. The goal is to empower students with the knowledge and skills needed to leverage AI and big data effectively for developing and optimizing marketing strategies.
This 0-credit module covers Mathematics and Statistics topics which are useful for the different quantitative modules and MSc dissertations. The Mathematics topics include: linear and non linear equations, differentiation, growth and discounting and logarithms. The Statistics topics include: descriptive statistics, probabilities and distributions.
Compulsory/Core Elective modules
The dissertation forms an important part of the assessment of the MSc Marketing Programme, carrying a weighting of 60 credits. The dissertation involves demonstration of ability to execute a research plan and independent investigation. The investigation can rely on primary data collected by the student, on secondary data available in the literature, or a mix of both. The dissertation will reflect skills of formulating research questions, synthesising information and analysing data, drawing insights and conclusions, and written communication.
This module offers an in-depth exploration of fashion and luxury marketing and retailing, focusing on contemporary practices, trends, and challenges within the industry. Students will examine the intersection of fashion and luxury with marketing, delving into consumer behavior, sustainability, and digital retail strategies. Insights into retail management for fashion and luxury businesses will also be a key focus. Critical analysis and strategic decision-making will be integral components of this module. Over the course of four weeks, students will engage with these topics through a combination of lectures and seminars, fostering a comprehensive understanding of the dynamic landscape of fashion and luxury marketing.
The Capstone Project in Marketing is an intensive, 30-credit module designed to provide postgraduate students with hands-on experience in real-world marketing projects. Partnering with industry clients, students will apply their academic knowledge to develop and implement strategic marketing solutions, addressing actual marketing challenges. This module fosters skills in strategic planning, critical analysis, and professional communication, enabling students to showcase their expertise and strengthen their career readiness in a dynamic, client-focused environment.
Elective modules
The services sector has become one of the most important sectors from both an economic and a managerial point of view. Besides pure services providers an increasing number of 'new' services providers emerge, usually offering hybrid offerings that include goods and services components. This module provides students with an overview of important aspects of services management; outlines relevant frameworks, concepts, tools, and processes to improve the understanding of service design, management and commercialisation.
The module will provide an appreciative overview of the digital communications landscape and how digital platforms and technologies have/are transformed(-ing) marketing communications and campaigns. Students will learn to leverage digital channels to create an integrated marketing campaign.
This module is designed to expose students to the latest advancements in sustainability issues and research in the marketing discipline. The module will cover the roots of sustainability marketing as a field of research, and introduce the range of research on sustainability, from the theoretical to the empirical, and from the classic to the current. The core of this module will be boosting students' ability to integrate sustainability into the theory and practice of marketing. Readings in each session incorporate theoretical and empirical studies, giving students an opportunity to explore different ways of pursuing answers to current sustainability, CSR and ethical challenges.
This module considers, discusses and evaluates the market orientation concepts and processes necessary for gaining sustainable competitive advantage in the marketplace. Emphasis is placed upon identifying key strategic issues, competitive positioning and strategy formulation. Marketing strategies are examined from a strategic perspective with a particular focus on Segementation, Targeting and Positioning, Branding and Relationship marketing strategies.
This module will examine the cultural politics of advertising and consumption in relation to the perspective of cultural studies. It will provide a critical map of the field and bring together work on consumer culture in anthropology and sociology with work on media audiences within media studies and sociology.
Please note that all modules are subject to change.
Assessment
- You will be assessed using a mixture of formal examinations and coursework in your taught modules.
- You will undertake more self-directed work in completing your 10,000-word dissertation.
Dissertation
Previous dissertations have focused on topics such as:
- Digital business strategies
- Branding and social media
—"Studying at Queen Mary has taught me how to be a part of a multicultural environment. I have learnt different marketing strategies and how to analyse different aspects of digital marketing platforms during my course. The School of Business and Management has helped me to become a competitive and qualified person for my future career, with the support of its well-qualified teaching staff and its huge range of resources. Employability programmes like SBM Consult and QTaster have allowed me to meet some of the best recruiters and build my network alongside my amazing fellow students from different countries."
Md Mahmudur Rahman, MSc Marketing, 2022
Teaching
The School of Business and Management aims to provide a high-quality teaching and learning environment.
This programme's modules have been developed and will be taught by academics who are experts in their fields. You’ll have the opportunity to gain invaluable insight from industry speakers in guest presentations and talks.
You’ll be assigned an Academic Advisor who will guide and support you in both academic and pastoral matters, throughout your course.
Our lecturers also publicise their office hours, when they are available to give feedback and advice on coursework, on their online staff profiles.
Where you'll learn
Facilities
- ThinkPod interactive collaboration space with presentation, recording and video conferencing facilities.
- Media suite with industry-standard editing software (QUBE).
- 24-hour library on campus.
Campus
Teaching is based at Queen Mary’s Mile End campus, one of the largest self-contained residential campuses in the heart of London’s East End.
We have invested £105m in new facilities over the past five years to offer our students an exceptional learning environment. Recent developments include the £39m Graduate Centre, providing 7,700 square metres of learning, teaching and social space.
The campus is 15 minutes from Central London by tube, where you will have access to many of the University of London’s facilities, such as the Senate House library.
About the School
School of Business and Management
The School of Business and Management has a reputation as a socially engaged management school, with an innovative, multidisciplinary, mindful and responsible approach. We invite our students to ask incisive questions, to challenge their assumptions, and to search for solutions to real-world challenges.
We ensure students experience innovative and engaging educational pathways, alongside supportive staff and excellent research facilities.
The School is accredited by the Association to Advance Collegiate Schools of Business (AACSB), which ensures that the highest standards of excellence in teaching, research, curriculum, and learner success are met.
In the most recent Research Excellence Framework (REF 2021), the School of Business and Management dramatically moved up the Times Higher Education rankings. Among 108 UK business schools, the School now ranks:
- 22nd for overall research quality (up from 39th in REF2014)
- 28th for research outputs (up from 34th)
- 12th for research impact (up from 24th)
- 21st for research environment (up from 59th)
Queen Mary is also part of the Russell Group - a body of leading UK universities dedicated to research and teaching excellence.
Career paths
This programme will provide you with a solid foundation to pursue roles in marketing agencies, as well as working in-house at companies across the public and private sectors.
Graduates of this course are working in roles such as:
- Account Manager
- Market Analyst
- Marketing Manager
- Global Marketing Director
- Business Strategy Manager
at companies such as Diageo, Facebook, Digitas, RR Donnelley and EY.
Fees and funding
Full-time study
September 2025 | 1 year
- Home: £15,250
- Overseas: £33,500
EU/EEA/Swiss students
Conditional deposit
Home: Not applicable
Overseas: £2000
Information about deposits
Full-time study
January 2026 | 1 year
- Home: £14,850
- Overseas: £31,850
EU/EEA/Swiss students
Unconditional deposit
Home: Not applicable
Overseas: £2000
Information about deposits
Queen Mary alumni can get a £1000, 10% or 20% discount on their fees depending on the programme of study. Find out more about the Alumni Loyalty Award
Funding
There are a number of ways you can fund your postgraduate degree.
- Scholarships and bursaries
- Postgraduate loans (UK students)
- Country-specific scholarships for international students
Our Advice and Counselling service offers specialist support on financial issues, which you can access as soon as you apply for a place at Queen Mary. Before you apply, you can access our funding guides and advice on managing your money:
Entry requirements
UK
Degree requirements
A 2:1 or above at undergraduate level in any subject.
Other routes
Candidates that do not currently meet the set entry requirements may also have the option to study the Graduate Diploma in Humanities and Social Sciences. Meeting the required grades on completion of this programme will provide a pathway to study MSc Marketing.
Find out more about how to apply for our postgraduate taught courses.
International
English language requirements
The English language requirements for our programmes are indicated by English bands, and therefore the specific test and score acceptable is based on the band assigned to the academic department within which your chosen course of study is administered. Note that for some academic departments there are programmes with non-standard English language requirements.
The English Language requirements for entry to postgraduate taught in the School of Business and Management falls within the following English band:
Band 4: IELTS (Academic) minimum score 6.5 overall with 6.0 in each of Writing, Listening, Reading and Speaking
We accept a range of English tests and qualifications categorised in our English bands for you to demonstrate your level of English Language proficiency. See all accepted English tests that we deem equivalent to these IELTS scores.
Visas and immigration
Find out how to apply for a student visa.