MSc Strategic Marketing Management

This programme is ideal for graduates who have not previously specialised in marketing. It is approved and accredited by the Chartered Institution of Marketing to provide direct entry onto the CIM Professional Diploma in Marketing. 

Why choose this course?

  • Designed for graduates whose undergraduate degree did not specialise in marketing
  • Provides an understanding of key marketing areas while developing an appreciation of other business functions
  • Helps to develop a wide range of technical and transferable skills demanded by graduate employers

This MSc in Strategic Marketing Management is designed to meet the needs of graduates who have not previously specialised in marketing but now wish to do so. Whilst featuring specialist marketing modules, an understanding and appreciation of other business functions within organisations is also developed.

Students 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, modules taught will enable students 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:

This programme has been approved and accredited by the Chartered Institute of Marketing to provide direct entry onto the CIM Professional. Diploma in Marketing and entry to the Chartered Postgraduate Diploma in Marketing but this also requires work experience.

This programme prepares you for a wide range of general and specialist roles in marketing including: brand management; market research; market planning and product development; promotion; media relations; and direct marketing.  Although marketing exists as a separate sector, with opportunities working for marketing consultancies and agencies, it also crosses the full range of industry sectors with ‘inhouse’ opportunities in manufacturing, the service sectors and public sector/not-for-profit organisations.

Recent jobs taken by graduates of this course include: 

  • Graduate Trainee Marketing Insight Programme - Tesco(UK)
  • Project Trainee - GlaxoSmithKline (Pakistan)
  • International Relations Manager - Shanghai Media and Entertainment Group. 

For information on sector opportunities see the Advertising, Marketing and PR overview on the Prospects website.

Examples of jobs taken up by our recent graduates include:

  • Assistant Brand Manager - Procter & Gamble
  • Assistant Marketing Manager - Hyundai
  • Marketing Specialist - Starbucks
  • Brand Manager – Pepsico International (Cyprus)
  • Brand Manager - Mattel
  • Junior Consultant - Ernst and Young.

Aston Business School has a network of ‘Career Champions’ - MSc alumni who are working in a range of sectors globally or running their own business. To find out more about Career Champions click here.

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

Modules taught on this MSc will enable students 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.
Aston Business School's outstanding student facilities include:
  • Free Wi-Fi connection
  • Modern lecture/tutorial rooms
  • Computer labs
  • Lounge area
  • IT equipment and packages and use of Virtual Learning Environment (VLE).

Entry Requirements (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:          £10,900 (2015 fee) 
International:  £16,800 (2015 fee) 

Scholarships for 2015/6 entry are now closed. 

Contact details: 

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

Rated 2nd in the UK for Marketing Careers by LinkedIn

Rated 2nd in the UK for Marketing Careers by LinkedIn

MSc Global Strategic Marketing Management (Part-time via blended learning)

MSc Global Strategic Marketing Management (Part-time via blended learning)

Starting in September 2016. Give us your feedback.

Marie Germanos

Marie Germanos

"My favourite experience at Aston so far is meeting people across the world and learning about their cultures."

Career and personal development

Career and personal development

Funding your study

Funding your study

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