Courses
Marketing and Strategy MSc

On our MSc Marketing and Strategy you’ll learn how to make appropriate strategic and operational marketing decisions. You can enhance your employability by developing life-long learning and personal development skills.

Location: Aston University, Birmingham

Course type

Full-time

Course format

Internship / overseas study

Duration

1 year

UCAS code(s)

n/a

Start date

Overview
Why explore Marketing and Strategy MSc at Aston University?

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

Courses

Course outline and modules

The MSc Marketing and Strategy 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.

This course will also develop your understanding and application of core theories in strategy, and you will learn how to apply the knowledge and skills required for assessing and developing business strategies and operations.

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 also 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.

As well as academic study, you will also be learning through experience and applying entrepreneurial strategy to a real-world business challenge.

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 organisations 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.

Strategy modules

Strategic Business Sustainability

The module looks at how sustainable development as a process can lead to a certain level of sustainability within an organisational context. It places sustainability within the strategic orientation of an organisation and as such as it takes a view of sustainability both in the short-term as well as in the long-term.

Strategic Management

This module starts with the purpose of strategy including stakeholder and governance issues and introduces tools and techniques for analysing external environments and internal capabilities. You will learn theories and frameworks/ models for assessing and evaluating organisations’ strategic options which are then applied in analysing contemporary case studies and through engaging in a rich business strategy simulation that involves strategic decision-making.

Advanced Topics in Strategy

We explore strategic management from different theoretical angles to build a deeper appreciation of how strategy work is accomplished in practice. Drawing on cutting edge research we examine strategy development pathways, market-led strategies, strategy innovation, corporate venturing alliances and much more. This module provides you with knowledge concepts and tools to deconstruct complex strategy problems and formulate evidence-based strategic responses.

Economic Environment of Business

We focus on key economic concepts and principles that are most useful for businesses and managers. Throughout we stress their application in an international context drawing on their real-world significance and the importance of communicating economic ideas in a clear and precise manner. In this way you will understand the significance of economics in a globalised world.

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

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.
  • Postgraduate masters students enrolling with 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.

Applicants with 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. 

Erasmus+

Study or work in another country

The University has secured Erasmus+ mobility funding for students going on placement during the academic year 2019/20. For students planning their placement in the academic year 2020/21, Erasmus+ mobility funding will be dependent on the Exit date and whether a Withdrawal deal is agreed. The University’s Brexit information page is regularly being updated and will have the latest information.

Fees and scholarships

UK/EU students (2020/21)

Annual tuition fees: £10,550

International students (2020/21)

Annual tuition fees: £19,850

Find out about our scholarships here.

Frequently asked questions

Why study marketing and strategy 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 strategy?

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.

 

Chat with current students

 
Register your interest


The information you provide will be used by Aston University to contact you about the University, courses you may be interested in and events you may wish to attend, for anything outside of this purpose we will obtain your consent. Your data is subject to Aston University’s privacy policy and cookie policy.  For further information, please visit www.aston.ac.uk/dataprotection