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 features core marketing modules, a selection of specialist marketing modules and a choice of optional modules enabling greater appreciation of other related business functions.
In the top 50 Eduniversal Best Masters ranking across the UK and Western Europe.
Suitable for graduates of all disciplines.
Study abroad and internship opportunities.
Specialise with a wide range of elective modules.

MSc Strategic Marketing Management features core marketing modules, a selection of specialist marketing modules and a choice of optional modules enabling greater appreciation of other related business functions. Our students come from a wide range of educational backgrounds including business and non-business specific specialisms.

You will develop a knowledge and understanding of marketing processes and procedures, including marketing research, marketing planning and strategy, marketing communications and brand portfolio building. In addition, the modules we teach will enable you to develop a wide range of technical and transferable skills demanded by graduate employers.

Core Modules: 

Optional Modules (Choose four)**:

**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 programme then concludes with a dissertation project.

In addition to your Aston degree, you will have the opportunity to participate in our international study exchange programme. Studying with one of our partner institutions, the programme will enhance your international experience and communication skills, preparing you for a career in the international business environment.

Professional Development Programme Module

Business skills for life: the essential Aston Professional Development Programme

The Aston Professional Development Programme (PDP) is an integral module that forms part of your MSc taught course from day one.This compulsory module runs throughout the academic year. We have designed it around knowledge through practice - to enhance your employability as you customise the PDP experience to suit your own learning goals and skills development needs.

We take a multidimensional, qualitative and individually tailored approach. Using reflective models, we integrate a competency-based framework into our existing academic programmes.  You will engage with different kinds of experiential learning, such as skills workshops, work-based experience, study abroad and develop your own unique skillset.  

This pathway between theory and the world of work brings together Aston’s faculty, careers practitioners and business and academic partnerships teams to help you step into your future careers as culturally aware, global professionals.

The taught modules are assessed through a mixture of examinations and coursework. The taught element of the programme 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.

Teaching staff:

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.

Our international alumni ambassadors share their experiences of studying at Aston Business School with students all over the world who consider applying for a course at Aston. Feel free to contact our ambassadors if you have any questions about 'Aston Life', the Campus, the courses or living in the UK/Birmingham.

You will acquire skills in the following areas: giving presentations; team working; report writing; negotiation and IT skills.

Modules taught on this MSc will enable you to develop a wide range of technical and transferable skills demanded by graduate employers in addition to knowledge and understanding of marketing processes and procedures.

Key areas of marketing professional practice covered include:

  • Marketing 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 programme 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.

As an Aston student, you get the best of both worlds: a green, well-equipped, friendly campus in the centre of a vibrant city. Find out more about Aston campus here.

Only a 10 minute walk from campus, Birmingham is a city with many sides. Find out what living in Birmingham is like here.

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 programme: 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

Contact details: 

Aston Business School postgraduate admissions office
Tel: +44 (0) 121 204 3200
Email: abspgenquiry@aston.ac.uk

Interested? I'd love to hear from you

Chris Richardson
Chris Richardson

What's next?

Postgraduate events