Entry requirements

You will need the equivalent of a UK first or upper second class honours degree. Check the full list of equivalent qualifications.

Months of entry

September

Course content

The MSc in Marketing enables you to explore the exciting world of modern marketing and its pivotal role in helping to shape and steer corporate strategies in business and other professional sectors.

This one-year full-time course gives you an in-depth understanding of key academic marketing theories, current marketing industry issues and the opportunity to gain practical experience abroad.

We work with the leading UK professional body, the Chartered Institute of Marketing (CIM), to offer you the opportunity to gain professional qualifications by taking advantage of the exemptions CIM Accredited Degree provides.

You will study core modules that include marketing management and strategy, behavioural science for marketing, marketing theory, contemporary marketing communication and business-to-business marketing. You will also select optional modules, ranging from digital marketing to the global sports business and complete a dissertation or business project.

The option also exists to take a module on the theory and practice of influencer and content marketing, which replaces the dissertation or business project and consolidates your knowledge gained from the course.

Away from taught learning, you will be able to take part in extracurricular activities such as the London marketing visit, which will give you valuable business insight and develop those vital networking opportunities.

You will also be able to enjoy marketing presentations by guest speakers, including expert academics and senior representatives from major multinationals.

Durham University Business School is one of the longest established in the UK and is also one of an elite group accredited by all three major business accreditation bodies – the Association to Advance Collegiate Schools of Business, the Association of MBAs and the European Quality Improvement System.

Course structure

Core modules:

Marketing Management and Strategy provides a comprehensive introduction to issues in marketing management and gives you the skills and ability to develop a professional strategic marketing plan.

Buyer Behaviour and Marketing Innovation provides you with insights into consumer behaviour’s role in modern marketing, including historical perspectives, neuroscience, purchase decisions, perception, memory, emotions, and more. You'll also explore how to apply these insights in product design, branding, advertising, retail, and ethical marketing.

Marketing Theory develops your understanding of marketing theory and the key debates within the field by considering the theoretical, managerial, social, economic, and political dimensions of marketing. You will look at the role of marketing within markets, organisations, and society and the assumptions underpinning marketing thinking.

Contemporary Marketing Communication will develop your understanding of contemporary marketing communication by looking at recent research studies and first-hand accounts of strategy development from leading marketing agencies. You will contribute your own experience of advertising and promotion to the module and examine ethical, critical and social issues that arise in the field of promotional and contemporary communication.


Business to Business Marketing tackles the over-emphasis found on academic courses on the study of business-to-consumer marketing and provides a comprehensive introduction to the main theoretical and managerial issues in business-to-business marketing.

Either

Research Methods and Dissertation in Marketing (International study route and business project routes available) provides you with training for advanced-level research and requires you to conduct an in-depth investigation into a relevant subject, for which you will have the opportunity to undertake research abroad at a partner university. Alternatively, instead of a dissertation, you will produce a business project in partnership with an external host organisation or through an issue-led investigation across a range of organisations on a specific management issue.

Or

Influencer and Content Marketing: Theory and Practice consolidates your course learning and requires you to carry out a critical analysis of the influencer marketing and content creation sectors and their impact on the traditional marketing industry. You will identify a viable business concept, carry out detailed market and customer analysis and then complete a major digital project based on your own specialist interests within influencer and content marketing.

Examples of optional modules:

  • Arts, Heritage and Tourism Marketing
  • Digital Marketing
  • Global Marketing
  • Global Sport Business
  • Retail Marketing Management
  • Social Marketing
  • Designing and Marketing Services
  • Advanced Marketing Strategy
  • Consulting
  • Innovation and Technology Management
  • Science of Leadership
  • Society and Sustainability
  • A language module such as those offered by the University’s Centre for Foreign Language Study

Information for international students

If you are an international student who does not meet the requirements for direct entry to this degree, you may be eligible to take a pre-Masters pathway programme at the Durham University International Study Centre.

Fees and funding

UK students
£14,500
International students
£31,500

For further information see the course listing.

Qualification, course duration and attendance options

  • MSc
    full time
    12 months
    • Campus-based learningis available for this qualification

Accredited by Chartered Institute of Marketing (CIM)

Course contact details

Name
Durham University Business School