Alliance Manchester Business School

MSc Marketing


Enjoy a stimulating and flexible degree designed to help you develop a critical appreciation of key areas in marketing, while giving you the chance to hone your skills in a specific area.

As well as learning the fundamentals of marketing, you can also take one of our specialist pathways to ensure you really stand out in the job market and can demonstrate the practical key skills that employers are looking for. Expert pathways are offered in:

  • Business-to-business
  • Consumer behaviour
  • International marketing
  • Retailing
  • Services

The MSc Marketing course also gives you a grounding in research methods, including techniques of data collection and analysis.

Course recognition

The course has been approved and accredited by The Chartered Institute of Marketing to provide direct entry onto the CIM’s Professional Diploma in Marketing.

Recent recruiters include:

BSkyB, Dare, Logitech, L’Oréal, Marks & Spencer, Morris Group International, Open Table GmbH, Royal Dutch Shell plc, Samsung Electronics, Tesco plc, Unilever, Volkswagen Group UK

Course structure

(All taught course units are 15 credits)

Semester 1

  • Critical Marketing
  • Marketing Implementation
  • Marketing Strategy and New Product Development
  • Marketing and Communications Professional Analytics*

Semester 2

Route 1: MSc Marketing

  • Marketing and Communications Professional Analytics*

Three elective units from**:

  • Advertising
  • Business-to-Business Marketing
  • Consumer Behaviour
  • Corporate Social Responsibility
  • Crisis Management
  • Customer Experience Management and Relationship Marketing
  • Digital Technologies for Marketing
  • e-Business
  • International Marketing
  • Marketing Communications and Branding
  • Retail Marketing
  • Services Marketing

Route 2: MSc Marketing (Specialism)

Selecting this route involves studying:

  • Marketing and Communications Professional Analytics*
  • Two elective course units from route 1 list
  • Specialism core module
  • Specialism-focuseddissertation

MSc Marketing (Business-to-Business)

Core module: Business-to-Business Marketing

MSc Marketing (Consumer Behaviour)

Core module: Consumer Behaviour

MSc Marketing (International)

Core module: International Marketing

MSc Marketing (Retailing)

Core module: Retail Marketing

MSc Marketing (Services)

Core module: Services Marketing

Summer research period

Research dissertation [60 credits]

You must complete a satisfactory dissertation to be awarded your MSc. Dissertation topics reflect the expertise of lecturers and you may be asked to choose from a list of options. Subsequently you will be allocated to one of these options.

Supervision often starts with small groups of students studying similar topics meeting with their supervisor, who then guides them on the focus for their individual dissertations.

The dissertation normally consists of a literature review which drives a piece of empirical work, involving qualitative or quantitative research.

Examples of recent dissertation topics include:

  • The visual branding of specialty coffee: the cases of Nespresso and Starbucks in the UK and China
  • The online customer experience: an exploratory study in the UK travel agency sector
  • An exploration of everyday grooming practices of young women and related identity narratives
  • The spillover effect of Unilever’s corporate brand image and its impacts on its product brands
  • The motivations for creating an international joint venture: A study of the petroleum industry
  • Predicting brand loyalty for individuals with materialistic values via the process of self-expansion
Teaching ModeFull Time
Academic RequirementsNo academic background in business or economics required
Tuition Fees

Home/EU £10,500
Overseas £18,500

Begin21 September 2015
Length12 months                      
Application Deadline

Rolling admission - please apply as early as possible.

Application Procedure

Entry requirements

Please note: there is a non-refundable application fee of £60.

First or upper second class honours (2:1) degree from a UK university or the overseas equivalent, in any discipline.

Application details

We’re delighted that you are considering applying for one of our postgraduate courses. Please view the most up-to-date admission information on the MBS website and follow the How to Apply guide to submit an online application. Our guide is designed to make the application process as straightforward as possible for you, and to ensure that your application is correct and submitted in plenty of time. All courses start on 21 September 2015.

English Language requirements

If English is not your first language, you are required to take an English language test to prove your level of proficiency.

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MSc in Management | Part 1

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MSc in Management | Part 2

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