MSc Strategic Marketing Management

Natalya Chekanovych

Aston is very diverse, it's challenging and dynamic. It was the best time of my life with great engaging professionals, professors and friends."

Natalya Chekanovych
Global Management Trainee
at British American Tobacco

Entry requirements

A good UK honours degree (2.2 minimum)

MSc Strategic Marketing Management immerses you in the fundamentals of marketing, as well as specialist areas, such as Digital and Consumer Behavior. The course will make you a well-rounded marketing professional, capable of working in a variety of sectors. Our graduates go on to work at companies including Hyundai, Pepsico International and L’Oréal.

44th in Europe and 11th in the UK in the Eduniversal Best Masters 2017.
Suitable for graduates of all disciplines.
Study abroad and internship opportunities.
Specialise with a wide range of elective modules.

MSc Strategic Marketing Management will show you how to deliver strategy. A selection of specialist marketing modules enable you to focus on what is right for your career and will give you an appreciation of related business functions. This course is suitable for students from a wide range of backgrounds, including business and non-business specific specialisms.

You will learn marketing processes and procedures, including marketing research, marketing planning and strategy, marketing communications and brand portfolio building.

Core Modules: 

  • Marketing Management
  • Analysis for Dissertation Research
  • Marketing Research
  • Marketing Strategy
  • Professional Development Programme
  • Ethics in Academic Practice

Optional Modules (Choose four)**:

  • Intellectual Property Strategy & Management
  • Accounting for Non-Financial Managers
  • Strategic Business Sustainability
  • Marketing Channels & Strategic Sales Force Management
  •  Integrated Marketing Communications
  • Consumer Behavior  
  • Strategic Brand Management
  • Services Marketing
  • International Marketing Management
  • Digital Marketing
  • Strategic Management

**No more than 2 elective modules can be studied in any term and no more than two from Accounting for Non-Financial Manager, Strategic Business Sustainability, Intellectual Property Strategy & Management and Strategic Management. 

The course then concludes with a dissertation project.

Learning and teaching

Through a range of lectures, seminars and workshops you will learn:

  • Market research covering research design: questionnaire design and sampling;  data analysis using statistical techniques including correlation and factor analysis, regression, cluster analysis/MDS, SPSS
  • Marketing planning, market-led innovation, pricing and marketing channel strategies
  • Marketing strategy including segmentation and targeting, competitive positioning
  • Brand portfolio building as part of a team in an extended simulation using the Markstrat software
  • Marketing psychology including consumer decision-making processes and influences
  • International marketing management including market research, selection, promotion and pricing strategies
  • Marketing communications including designing and evaluating marketing communications plans and the promotional mix
  • Services marketing including sector differences, measuring service quality, application of business process reengineering.

Other knowledge areas and skills developed during the course include:

  • Financial statements including Ratio Analysis, Income Statements, Balance Sheet and Cash Flow
  • Management accounting, Cost Volume Profit and contribution analysis
  • Multi-cultural teamwork and presentation skills developed through group-work
  • Analytical skills developed through research dissertation.


The taught modules are assessed through a mixture of examinations and coursework. The taught element of the course is complemented by a substantial piece of research leading to the completion of a dissertation.

Course director

Chris Richardson
Chris spent 30 years as a marketing practitioner in senior management and director positions before joining ABS in 2009. His extensive experience and awareness of marketing issues means that he is in a unique position to relate marketing theory to the real world as well as appreciate the practical importance of the modules offered in MSc Marketing Management. His own areas of research include accountability, innovation and creativity in marketing and marketing manager competences and strategic capabilities.

More than a masters

Your Professional Development Programme (PDP) is an integrated module which runs throughout your course. Focusing on professional development and employability, this module gives you the opportunity to identify, develop and apply the key skills you will gain throughout the year.

Learn more

A wide range of general and specialist roles including product and brand management, market research, market planning and product development, marketing communications/ promotions, media relations and direct marketing. Recent graduate positions include:

  • Assistant Marketing Manager – Hyundai
  • Brand Manager – Pepsico International (Cyprus)
  • Global Communication Executive – Merlin Entertainments (Austria)
  • Graduate Trainee Marketing Insight Programme – Tesco (UK)
  • Marketing Product Manager – L’Oréal.

One of the following:

  • A good UK honours degree (minimum lower second class)

  • Equivalent overseas degree recognised by Aston University.

As well as:

  • Two professional references – at least one must be from an academic referee

  • An official academic transcript of your university grades to date

  • A completed application form.

For International Students:

  • An official academic transcript, with an official English translation, of your university grades to date

  • Students whose native language is not English will also need to satisfy our English language requirements Pre-sessional English language programmes are available for good applicants whose English qualification falls just short of these requirements.

Duration of course: Full-time - 12 months  
Start date:

UK/EU:          £11,050 
International:  £17,350  

Scholarships for 2016/7 entry are now open. Find out more here

Interested? I'd love to hear from you

Chris Richardson
Chris Richardson

What's next?

Postgraduate events