Marketing with an Industrial Placement
Are you an innovative thinker with aspirations to become an expert in the ever-changing area of modern marketing? Do you want to gain valuable work experience as you study?
Are you an innovative thinker with aspirations to become an expert in the ever-changing area of modern marketing? Do you want to gain valuable work experience as you study?
Marketing is a rapidly evolving sector and a core part of every business and organisation. Marketers are responsible for planning and overseeing campaigns to promote brands, products and services while monitoring trends and responding to results.
The CIM-accredited MSc Marketing course at Kent Business School is delivered by academic experts using the latest research and industry experience. On the course, you learn cutting edge material on the marketing mix from the digital landscape to the foundational ideas of strategy and consumer market trends.
Taking a 12-month industrial placement allows you to gain work experience in the UK or overseas as part of your Master's. While the placements are self-sought, the School offers support through extra-curricular engagement with our dedicated placements team. Opting for this course with a placement takes the length of your course to up to two years.
Watch our Postgraduate Placements video here.
Excellent Postgraduate funding options available including the Lisa Pan Marketing and Technology Scholarship with an award value of £11,100
You'll learn a range of vital topics to furnish expertise in marketing, including strategy, consumer behaviour, finance management, innovation and new product development and marketing across cultures. You will end your Master's with a detailed report, applying your expertise as a marketeer and continue to your 12-month placement.
This course is accredited by the Chartered Institute of Marketing (CIM)
I feel confident applying the knowledge that I have obtained in class in a real-life professional environment.
~ Stefan Chilingirov MSc Marketing, 2020
A minimum of a second-class UK degree in any subject, or an equivalent internationally recognised qualification, is accepted for this course.
All applicants are considered on an individual basis and additional qualifications, professional qualifications and relevant experience may also be taken into account when considering applications.
Please see our International Student website for entry requirements by country and other relevant information. Due to visa restrictions, students who require a student visa to study cannot study part-time unless undertaking a distance or blended-learning programme with no on-campus provision.
This course requires a Good level of English language, equivalent to B2 on CEFR.
Details on how to meet this requirement can be found on our English Language requirements webpage.
Examples:
IELTS 6.0 with a minimum of 5.5 in each component
PTE Academic 63 with a minimum of 59 in each sub-test
A degree from a UK university
A degree from a Majority English Speaking Country
Please note that if you are required to meet an English language condition, we offer a number of pre-sessional courses in English for Academic Purposes through Kent International Pathways.
The following modules are indicative of those offered on this programme. This list is based on the current curriculum and may change year to year in response to new curriculum developments and innovation. Most programmes will require you to study a combination of compulsory and optional modules. You may also have the option to take modules from other programmes so that you may customise your programme and explore other subject areas that interest you.
The module aims to equip students with advanced knowledge of how brands contribute to achieving and maintaining competitive advantage.
It is based around three areas, brand strategy, managing brands and measuring brand effectiveness.
Indicative topics are:
Key terms in branding
Brand positioning and values
Brand loyalty and brand equity
How to develop brand equity
Managing brand performance
New products and brand extensions
Managing brands over time and brand protection
Brand metrics
How do you add value to a business? What are the key drivers of a competitive business? Learn core innovation management theories and the practice of new product development. Based around understanding the nature of sustainable innovation and relevance of sustainable innovation in business, you'll learn industrial dynamics of innovation, formulating and implementing innovation strategies.
Consumer behaviour is how consumers interact with an organisation's products and services. Society, culture, identity and psychology are all pivotal in shaping these habits. But what insights can marketers gain from understanding our social and cultural landscapes?
You’ll dive deep into traditional marketing concepts where the customer is king. By exploring consumer culture theory, you’ll uncover the profound impact of societal norms and values on buying behaviour. Critical theory and cultural theory provide a lens to scrutinise the broader implications of marketing practices and consumerism, encouraging a reflective and analytical approach to understanding consumer behaviour.
You'll gain a multifaceted understanding of consumers, equipping you with the insights needed to devise more effective and ethically responsible marketing strategies. It isn't just about learning theories; it's about applying them to real world scenarios and preparing to meet the challenges of an ever-evolving marketplace.
Why is it important to fully understand the needs of the customer? How do businesses achieve this? You'll be able to use systematic marketing research methods, exploring the different types of data marketers can utilise, and how marketing research fits into the marketing management process to create customer insights. You’ll have the skills to understand and critically appraise diverse forms of data that marketers have access to.
The landscape of digital marketing is constantly evolving. In what ways can brands leverage new digital marketing models and how can analytics be used to create competitive advantage? You'll study exciting topics such as network effects, sharing economy platforms, multi-channel e-commerce and how brands can use analytics to position themselves in the digital environment. A range of digital marketing models will be explored and you'll be exposed to analytical techniques which help you to make data-driven decisions based on how online consumers actually behave.
Managers all over the world now realize that businesses are becoming increasingly global. In particular, marketing managers acknowledge the interconnected and interdependent world in which the consumers of their products and services live. For most companies therefore, it is no longer enough to cater to domestic markets and cultures any more, as the products and services originate from and are consumed daily in different parts of the globe. This makes it important for marketing managers to understand the complexity and diversity of cross-cultural marketing, in order to leverage the opportunities that exist in local and international markets.
This module will combine lectures and seminars to present, transfer, discuss and summarise intercultural marketing concepts and frameworks. Indicative topics are:
• Analysis of cultural conditions in global markets
• Cross-cultural Marketing research
• Identification of International segments and niche markets
• Executing marketing mix strategies across international cultures
• Consumer Behaviour across international cultures
• Making sustainable and ethical marketing decisions across international cultures
'Do your research' is a phrase we are all familiar with. But how can we trust the sources we draw on? In an information-rich environment, how can you ensure that the research you do stands out from other sources of knowledge and is seen as trustworthy and valuable?
You'll build understanding of who you are as a researcher and the type of research that is valued in both academic and professional settings. You'll gain the knowledge you need to build a research project from an idea into a mature investigation that can make a novel contribution to broader research debates. Study how to craft research questions, build a sample of respondents, work with databases, design data collection tools, perform quantitative and qualitative analyses of data and communicate your results to the wider world.
Learn how to use an array of research tools to create world-leading research and become known as an innovative and dynamic researcher driving growth and positive change.
In a fast changing world, strategic marketing skills are increasingly important to anticipate new trends and stay ahead of the competition. You'll understand the core concepts of strategic marketing focusing on marketing analysis and strategy, and be able to critically analyse an organisation’s position and recommend courses of action consistent with its strategy.
How can modern businesses effectively integrate traditional marketing principles and tools into the rapidly evolving digital marketing landscape? You'll learn the art of blending traditional marketing strategies with modern digital platforms and social media. Dive into the core principles of digital marketing, complemented by hands-on experience with practical tools. Develop key skills in data analytics and learn to apply these insights to enhance your marketing strategies. Mastering popular marketing tools will equip you with the skills to strategically develop optimal solutions in integrated marketing communications.
As the world adapts to social and environmental change, sustainability has become more important than ever, both to business and society. To be a future business leader, you need to provide better leadership, and redefine the role of the business in the fight for a sustainable tomorrow. Through exploring sustainable thinking, environmental awareness and ethical behaviour you will gain crucial context, and by developing your problem-solving skills in this context, you'll be equipped to tackle the biggest challenges we face in business, and beyond. So, you won't just be ready to be a leader in business, you’ll be prepared to lead society towards a sustainable future.
How do managers use data? How are data-driven decisions made? Analytics has never been more important or critical in business. You'll use software to address managerial problems via modelling, as well quantitative techniques including optimisation, decision analysis, simulations and statistical models. You’ll know how to drive management value and organisational change to a business through innovation and analytical problem solving, essential in today’s management careers.
Global Value Chains have transformed the nature of trade and foreign direct investment and continue to bring opportunities and challenges for business enterprises around the world. Learn about how you as a manager can develop optimal relationships with your value chain partners, adapt to changing business and industry supply chain circumstances, and make responsible decisions in the context of an uncertain global economy. Evaluate the governance, policy and power relationships that shape global value chains and learn how to manage risk and make your industry supply chains resilient to external shocks. Collaborate with other students on your course to analyse the value chains of real world multinational companies and report on them, developing communication skills that you will be able to boast about.
If you aspire to orchestrate change and drive success at the highest levels of organisational management, strategic agility and foresight are paramount. We introduce you to cutting-edge approaches in strategic programme management, including agile methodologies, systems thinking and scenario planning. This forward-thinking approach ensures that you're well-prepared to handle the challenges of tomorrow. We equip you with the skills to make informed, data-driven decisions by giving you knowledge of data analysis, interpretation and the use of analytics tools – essential for strategic planning and risk management.
You'll emerge not just as a strategic project manager, but as a strategic leader capable of shaping the future of organisations. You’ll be equipped with a deep understanding of the complexities of modern business and the strategic acumen to navigate these challenges effectively. This is more than an educational experience; it's a transformative journey that prepares students for the pinnacle of professional and personal achievement.
Duration: 2 years full-time
This programme consists of 7 compulsory modules and 5 optional modules in Stage 1 with Stage 2 consisting of a piece of Marketing research.
If you opt for the Industrial Placement, you will be required to complete the Industrial Placement Report.
We use a variety of teaching methods, including:
Classroom-based learning is supported by the latest online technologies and learning platforms.
Your progress on this course is assessed through a variety of means, including:
Industrial placements are the perfect way for you to enhance your career prospects and deepen your understanding of a specific area of expertise. This MSc programme is available with the option to take an in-company or self-employed industrial placement of up to 12 months (visa dependent), allowing you to gain work experience in the UK or overseas.
Kent Business School has a lively and active postgraduate community, brought about in part by our strong research culture and by the close interaction between our staff and students. Staff publish regularly and widely in journals, conference proceedings and books and embed their research in their teaching.
Taught students have regular contact with their course and module conveners with staff on hand to answer any questions and to provide helpful and constructive feedback on submitted work.
The Business School has an active and inclusive extra-curricular academic and social scene with guest lectures, talks and workshops organised by our academic staff, research centres and the ASPIRE team. You can catch up with our most recent Open for Business Seminar Series.
The award-winning Sibson Building is Kent Business School's home on our Canterbury campus. This vibrant, state-of-the-art structure includes lecture theatres, seminar rooms, dedicated MBA, PhD and IT suites as well as social and breakout areas to fully enhance your learning experience.
Kent’s libraries offer over a million books, periodicals and journals, and we have subject-specific librarians to help you to secure access to the information you need.
Kent Business School has close links with: ifs (Institute of Financial Services); dunnhumby, who partners the Consumer Insight Service in the Centre for Value Chain Research; Hong Kong Baptist University, with whom we offer a joint Master’s programme in Operational Research and Finance Business Statistics; University of Castellanza (Italy); Audencia Nantes Business School (France); Aarhus School of Business and Social Sciences (Denmark); Universiti Teknologi Malaysia; University of Ingolstadt, Bayern (Germany); City University of Hong Kong; Renmin University of China, School of Business.
All students registered for a taught Master's programme are eligible to apply for a place on our Global Skills Award Programme. The programme is designed to broaden your understanding of global issues and current affairs as well as to develop personal skills which will enhance your employability.
Kent Business School is a research-led business school. Our research strategy is developed around the core theme of sustainable innovation which cuts across the entire School. This theme can be seen as being divided into two sub-strands of research aimed at answering these main questions:
Kent Business School advances knowledge through constant promotion and support of innovative research. We have an impact on wider society through extensive collaborations with external partners which range from other academic institutions to a variety of local, national and international businesses as well as the NHS. Within this wider context, our main strategic aim has been geared towards establishing ourselves as a leading institution for research in sustainable innovation.
Kent Business School is a global leader in research and develops a wide portfolio of research related activities including workshops, conferences and research seminar series. This has led to a large number of international collaborations and to over 200 co-authored papers with international partners.
Specialising in public-sector critical accounting and accounting history.
Looking into a wide array of financial issues from derivatives pricing to real-estate modelling.
Innovating in wide-ranging topics such as operational research and systems thinking.
Studying issues surrounding consumer behaviours, product development and maintaining value supply chains among others.
People, Management and Organisation
Specialising in improving human resource management, organisational behaviour and leadership.
Strategy and International Business
Helping in the development of innovative business strategies for business all over the world.
Centre for Logistics and Heuristic Optimisation
Helping companies to solve complex strategic, tactical and operational problems.
Centre of Productivity and Workplace Performance
Contribute to the productivity debate and drive improvements at all levels; from the national economic output, to changes in the ways SME’s operate.
Centre for Quantitative Finance
Providing quantitative analysis of issues in the financial markets for businesses and policy makers.
Helping both academics and practitioners tackle the challenges emerging from the rapid development of new digital technologies
Dynamic Publishing Culture
Staff publish regularly and widely in journals, conference proceedings and books. Among others, they have recently contributed to: Critical Perspectives on Accounting; Quantitative Finance; Human Resource Management Journal; Journal of Product Innovation Management; European Journal of Operational Research; and Psychology & Marketing.
Full details of staff research interests can be found on the School's website.
Our Marketing graduates find work in consumer or business-to-business marketing, in a variety of marketing functions including marketing analytics, marketing communications, sales and brand management.
Companies that graduates have found work in, include:
Many of our students also stay local and find job opportunities regionally in small and medium firms or even set-up their own businesses as well-equipped entrepreneurs.
You gain much more than an academic qualification when you graduate. We enhance your student experience and accelerate your career prospects to help you achieve your ambition.
From the moment you start with us, our efforts are focused on helping you gain the knowledge, skills and experience you need to thrive in an increasingly competitive workplace. As part of the course, undertake an Industrial Placement or opt for an In-Company Scheme to work on a real business case study. Go on our Business Start-up Journey and transform your idea into a business through ASPIRE. Our qualified careers practitioners provide support for up to three years after graduation.
Additionally, the Postgraduate Employability Edge programme, available to PGT students at Kent Business School takes place from Welcome Week through to the end of the academic year and is designed to enhance your career prospects further.
The 2024/25 annual tuition fees for this course are:
For details of when and how to pay fees and charges, please see our Student Finance Guide.
For students continuing on this programme fees will increase year on year by no more than RPI + 3% in each academic year of study except where regulated.* If you are uncertain about your fee status please contact information@kent.ac.uk.
The University will assess your fee status as part of the application process. If you are uncertain about your fee status you may wish to seek advice from UKCISA before applying.
For details of when and how to pay fees and charges, please see our Student Finance Guide.
For students continuing on this programme, fees will increase year on year by no more than RPI + 3% in each academic year of study except where regulated.*
The University will assess your fee status as part of the application process. If you are uncertain about your fee status you may wish to seek advice from UKCISA before applying.
Find out more about general additional costs that you may pay when studying at Kent.
Search our scholarships finder for possible funding opportunities. You may find it helpful to look at both:
We have a range of subject-specific awards and scholarships for academic, sporting and musical achievement.
Supporting your success
Kent ranked top 50 in The Complete University Guide 2024.
Fees and funding
Kent has risen 11 places in THE’s REF 2021 ranking, confirming us as a leading research university.
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