MSc in Marketing

University of Stirling

Program Description

MSc in Marketing

University of Stirling

MSc in Marketing

The MSc Marketing is a specialist, 12-month full-time taught postgraduate course. The course is not restricted to those who have already studied Marketing or related Business subjects. As such it offers students from a wide variety of educational and cultural backgrounds the opportunity to understand and combine academic concepts and practice-related marketing issues. Participants are encouraged to draw on their own backgrounds and any existing management skills and work-based experience throughout this course.

The course is modular, so the credits awarded at the end of each assessed module can be accumulated towards a postgraduate qualification. As a student of Marketing, there are three core topics of study in the Autumn Semester which will provide you with a depth of relevant and up-to-date knowledge. In the Spring Semester MSc Marketing students have to apply this knowledge through a project undertaken for an external company and through an appreciation of Contemporary Issues in Marketing. In addition students may choose two elective modules to study alongside these core modules. The student must also complete an individual dissertation or group research project in a field relevant to the degree pathway.

Course objectives

The MSc provides you with an understanding of the concepts and systems underlying marketing practice and allows you to develop your skills of diagnosis and implementation in marketing management and research processes. On completion you will be able to:

  • Nurture and consolidate a customer-focused management approach in a variety of different market settings, organisation types and policy situations
  • Design, plan, implement and evaluate research-based marketing strategies
  • Gain exposure to ethical issues that arise from marketing activities and to understand the impact marketing has on society in general
  • Conduct research into contemporary marketing practice

Structure and content

The course begins with the two-week Flying Start Leadership Programme. This programme introduces all MSc students in the Stirling Management School to the University and explores what will be expected from them over their year at Stirling. Through discussions, group work, team-building exercises and meetings with local business people, it provides a solid platform for their future studies.

Nigel McFarlane, MSc Marketing student quoted: "having completed this two-week programme I am feeling settled in and am now prepared to take on the modules ahead. I must commend the University for this initiative as it has served as a good orientation, especially as an international student."

After completion of the Flying Start Leadership Programme, a series of three core modules in the Autumn semester will equip you with the essential skills needed to understand the theory and practice of marketing/brand management/retail. These skills are practised using marketing cases and the Markstrat computer-based marketing simulation which allows students to develop and run a portfolio of brands in the safety of the classroom. Our links with various commercial industries in Scotland and throughout the world allow our staff to draw on a wide range of marketing experiences and practices as well as providing guest lectures by practitioners and site visits to local businesses.

The MSc in Marketing is a one-year full-time course where you can choose to specialise in Brand Managment or Retail.

Course Structure

All students must take the following CORE modules:

Semester 1

  • Flying Start Leadership Programme
  • Responsible Marketing Management
  • Strategic Marketing Practice
  • Marketing Communications and the Consumer

Semester 2

  • Marketing Management Applications
  • Contemporary Issues in Marketing

MSc Marketing students choose TWO modules from the following electives in Semester 2:

  • Brand Marketing
  • Digital Marketing and Advertising
  • Retail Marketing
  • Marketing and the Supply Chain
  • Entrepreneurial Marketing
  • Social Marketing
  • Sports Marketing

Delivery and assessment

The taught modules of the MSc course are delivered using a variety of methods, for example, lectures, tutorials, case studies, role playing, computer simulations, fieldwork exercises, site visits, guest speakers and company projects. Much of the assessment is continuous and may include research reports, essays, briefings, management reports, case analyses, debates, literature reviews, marketing communication plans, poster sessions and presentations. Assessed work is often conducted in groups, as developing teamwork and communication skills are seen as important.


  • 2016/17 Overseas £13,950
  • 2016/17 Home/EU £6,100
  • 2015/16 Overseas £13,500
  • 2015/16 Home/EU £6,000

Academic requirements

A minimum of a second class Honours degree or equivalent. Applicants without these formal qualifications but with significant appropriate/relevant work/life experience are encourage to apply.

English language requirements

If English is not your first language you must have one of the following qualifications as evidence of your English language skills:

  • IELTS: 6.0 with 5.5 minimum in each skill
  • Cambridge Certificate of Proficiency in English (CPE): Grade C
  • Cambridge Certificate of Advanced English (CAE): Grade C
  • Pearson Test of English (Academic): 54 with 51 in each component
  • IBT TOEFL: 80 with no subtest less than 17

If you don’t meet the required score you may be able to register for one of our pre-sessional English courses. To register you must hold a conditional offer for your course and have an IELTS score 0.5 or 1.0 below the required standard.

This school offers programs in:
  • English

Last updated October 26, 2016
Duration & Price
This course is Campus based
Start Date
Start date
Aug. 2017
1 year
Full time
Start date Aug. 2017
United Kingdom Stirling, Scotland
Application deadline Request Info
End date Request Info
Duration 1 year
Price Request Info