Marketing and Leadership MSc

You’ll undertake and apply marketing analyses using appropriate marketing theories and techniques, whilst gaining knowledge and an understanding of the concepts, principles and application of theories relating to leadership within organisations.

Location: Aston University, Birmingham

Course type

Full-time

Course format

Duration

1 year

UCAS code(s)

N/A

Start date

Overview
Explore Marketing and Leadership at Aston University

We have a worldwide reputation and inspirational staff who can pass on the benefit of genuine commercial experience.

Course outline and modules

The MSc Marketing and Leadership will develop your understanding and application of core theories in Marketing. You will learn how to undertake and apply marketing analyses using appropriate marketing theories and techniques, which will allow you to make appropriate strategic and operational marketing decisions.

The course will also develop your knowledge of the concepts, principles and theories relating to leadership within organisations. It will teach you how to apply the strategic role that leadership can make within wider organisational context.

This course aims to provide a programme of study that meets your needs if you are a local, national or international student, enabling you to learn by the exchange of experience as well as formal academic study. It is designed for recent graduates and those already in employment.

This course is part of a suite of MSc programmes offering you the opportunity to design you degree to suit your personal and professional career aspirations.

How will my skills develop?

This course will help you develop the ability to make strategic decisions by advancing your understanding and application of how marketing theories and leadership models can support interventions in the decision-making process of organisations. 

You’ll study The Aston Global Advantage module which focuses on professional development and employability, helping you to apply the key skills that you will gain throughout the year.

You’ll also have the opportunity to study abroad with one of our international partners, undertake an internship placement in the UK or overseas or get involved in a global business challenge simulation.

How will this course help my career?

On completion of this course you’ll be able to demonstrate a range of transferable skills that are necessary for a successful career in your chosen field.

At Aston you’ll also have a range of opportunities to gain practical experience, whether that’s through offering support to start-ups and SMEs in our business clinic, support to start your own business, or gain experience through integrated internships as part of your course. Find out more here. 

We have students studying with us from all around the world. You’ll work with people from different backgrounds and gain an awareness of key cultural differences. This will enhance your communication, teamwork and management skills, which will be hugely beneficial in your professional career.

The course concludes with a Business Project or Dissertation, giving you the opportunity to analyse a business problem and practically apply the knowledge and skills developed during the course to outline your recommendations. This will also help to show prospective employers how you are able to impact their business.

This course offers a double degree option, meaning you could study overseas at one of our partner institutions during your placement year and graduate with two masters degrees. Find out more here.

Core modules

Marketing modules

Marketing Management

You will learn a comprehensive understanding and critical evaluation of marketing management practices, underpinned by relevant theories and conceptual frameworks applied to contemporary issues and organisational strategies within national and international contexts. Culminating with the creation and the proposal of a professional marketing plan.

Consumer Behaviour

This module introduces key theories surrounding consumers and how they navigate through modern marketplaces considering the whole consumption cycle. As a consequence you will not only evaluate how consumers make purchasing decisions, but also formulate a critical understanding of how they may use possessions or get rid of stuff (e.g. gift-giving) especially in the context of their own consumer behaviour.

Strategic Brand Management

Most branding modules focus on what brand perfection looks like. Most organisations do not want perfection they want to use their brand practically to support the delivery of the organisation’s objectives. This module focuses on the art of the practical not the art of the perfect.

Digital Marketing

You will produce a strategic understanding of the opportunities provided by digital marketing and the challenges of preparing and formulating successful digital strategies. It evaluates the role of digital media in marketing strategy and how new technologies can be embraced for marketing purposes. It evaluates the impact of web based innovations on marketing and consumer behaviour.

Leadership modules

Organisational Behaviour

Through a mix of theory and case studies we examine people and relationships within a professional context. We explore what motivates employees how people work together and relationships between managers and their staff. This helps you to understand how to manage people in working environments and how to be managed.

Strategy, Change and Leadership

This module encourages you to consider the role of strategy and leadership in shaping and changing organisations. Through exploring the complexities of strategic change you will be encouraged to develop critical insights on what appear to be everyday business decisions. Reflecting on the role of the leader you will appraise different approaches to leadership and examine their impact.

Organisational Development

This module takes a strategic view of organisational development and design and the management of organisations people and change. It achieves this by focusing on organisational diagnosis aimed at achieving strategic transformation of organisations and developing High Performance Work Systems. It also deals with recent strand of scholarly debate on the role of consultancies.

CSR, Sustainable Development and Public Policy

Topics of this module are complex and this complexity make this module unique. With growing awareness on issues such as modern slavery and climate change almost everyone has now heard of these topics and hold views and opinions. At the core these are applied topics with implications for individuals’ businesses societies and economies. Your learning will be very relevant.

Plus

Research Methods Workshop

Ethics in Academic Practice

This module provides an introduction to the Academic Offence framework. By completing the resources you will understand the key principles underpinning the submission of academic assignments. These principles can then be applied to the rest of the modules studied at the university.

The Aston Global Advantage 

The AstonGlobal Advantage is our professional development programme that runs throughout all MSc programmes at Aston Business School. Focusing on professional development and employability, this integrated module gives you the opportunity to identify, develop and apply the key transferrable skills you will gain throughout the year. 

Either

Business Project or Dissertation

The Business Project/Dissertation is a chance for you to carry out an original piece of work applying material that you have learnt in the taught element of your degree. Specific requirements will be explained relating to different degree programmes but in summary you must demonstrate both theoretical and practical knowledge of your chosen area of specialism.

 

Entry requirements

UK/EU students

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.

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.
  • Postgraduate masters students enrolling to Aston Business School with a 5.5 in one of the four IELTS sections will be required to engage with English language tuition as part of our professional development programme, The Aston Global Advantage. There will be no extra cost to the student.
  • For students who do not meet our minimum academic and English language requirements for this course, we offer an alternative pathway to an Aston Master’s with Kaplan International College, London.
  • For more information about qualifications, view our Aston in your country webpage
Extensive work experience 

We recognise the value of extensive professional experience. If you do not have the academic qualifications, but have extensive and relevant professional experience and a proven ability to succeed, we would welcome your application.

The information contained on this website details the typical entry requirements for this course for the most commonly offered qualifications. Applicants with alternative qualifications may wish to enquire with the relevant admissions teams prior to application whether or not their qualifications are deemed acceptable. For less commonly encountered qualifications this will be judged on a case-by-case basis in consultation with the academic admissions tutor.

 

Learning, teaching and assessment

This course will provide you with an excellent learning experience that draws on the research and consultancy of Aston academic staff, utilising the University’s links with business, professional and public sector organisations. It offers you the opportunity to enhance your employability by developing life-long learning and personal development skills.

Our innovative virtual learning environment, Blackboard, will support and enhance your learning experience. This online platform has a wealth of resources to help you make the most of your course such as lecture slides and other study materials.

There is a variety of assessment methods, including exams, coursework and practical sessions designed to test your understanding of key topics.

International students

Aston University is a diverse, close community and welcomes international students on many of our postgraduate programmes. Students from over 120 different countries chose to study with us every year and Aston is not only a great place to study, based in the centre of Birmingham it’s also a great place to live.

Post-study work visa

Aston University welcomed the creation of a new immigration route which will enable international students to remain in the UK for two years after they have completed their studies to find work. The new post-study work visa will apply to international students starting undergraduate and postgraduate courses from 2020. Click here for more information on post-work visas.

 

Student experience and employability

Overseas opportunities 

We benefit from an extensive network of partner institutions, including some of the highest ranked business schools in the Europe, such as Kedge Business School in France. Your options are not just limited within Europe, we also have partnerships with universities worldwide, from Australia to China and USA to Singapore.

You’ll be pleased to know that all of our overseas study programmes are all tuition-free and you’ll study and be assessed in English.

Placements 

We believe that a work placement taken as part of your masters programme can be hugely beneficial to your career prospects. It will enhance your CV and can give you a competitive advantage when applying for graduate roles.

As part of this course you’ll have the opportunity to undertake a work placement. Choose a company of your choice, in the UK or overseas, and spend from one month to 12 months gaining valuable work experience. You’ll apply what you’ve learnt on a daily basis and develop a deeper understanding of your subject area.

Our students have been successful in gaining work placements in a wide variety of business sectors, both in the UK and internationally. You’ll also have the unique opportunity to support start-up businesses and a local SMEs with real-life business projects through our Aston Business Clinic. You can work to solve strategic problems and making a real positive impact to growing businesses.

Our award-winning careers team will be on hand to help you find work placements and graduate positions. The team are also available to assist you with your CV and interview technique.

Trips and visits 

Your lecturers will arrange for a number of guest speakers to visit and deliver the course content. This will give you with the chance to learn from experienced business analytics professionals. You’ll gain an insight into how different companies operate and the challenges faced in this area of business.

A large number of graduate employers visit campus during the year. There’s careers fairs, networking events and much more. You’ll have the chance to discover a wide range of graduate opportunities and speak with companies to see where’s the best place for you to start your career. 

Fees and scholarships

UK/EU students (2020/21)

Annual tuition fees: £10,550

International students (2020/21)

Annual tuition fees: £19,850

Scholarships

At Aston University we are committed to supporting the most talented and hardworking students to achieve their potential by providing a range of scholarships to help lower tuition and living costs. Find out more about our scholarships here.

Career prospects

This course will prepare you to start you own business, work in a strategic way for any organisation needing an entrepreneurial outlook, that requires critical thinking and decision-making informed by strategic thinking across marketing and business analytics areas

Chat with current students

Frequently asked questions

Why study Marketing and Leadership at Aston University?

This course combines traditional study with hands-on learning experiences, in order to give you the knowledge, skills and applied understanding of these vital areas of business in today’s market.

You’ll have opportunities to put all of this into practice at Aston, through an internship, offering advice to SME’s and start-ups or even starting your own business. Enhance your entrepreneurial potential at Aston.

What kind of career will I develop with a masters in Marketing and Leadership?

Whether you’d like to start your own business, lead an existing family business, or work for an organisation that values entrepreneurial thinking, leadership and analytical skills, this course is for you. You get the opportunity to shape this course to suit your interests and career goals.

Why choose to study with Aston Business School?

Aston Business School is part of an elite group of business schools thanks to our triple accreditation from AACSB, EQUIS and AMBA. We can help to enhance your career prospects, boost your earning potential and set you on the pathway for a successful, rewarding career.

Aston University is renowned for its excellence in teaching and research and the employability of our graduates. At Aston Business School we are committed to innovative approaches to teaching and education. We are dedicated to providing the students with a competitive advantage in the jobs market by delivering the knowledge students need to pursue the many career tracks available to them with a background in international business. Teaching on the course is informed by our world-class scholars and provides you with a deep understanding and skills for conducting business in a global scale. At Aston University, we aim to prepare the students for the real world challenges. There are plenty of opportunities for students to gain hands-on experience and apply their knowledge in real-life situations by engaging in live projects and internships. 

 

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