Taught course (will run subject to approval)

Marketing Leadership and Practice

Birmingham City University · Birmingham City Business School

Entry requirements

A good UK Honours degree or international equivalent in a business related subject, minimum Upper Second Class (or degree level professional qualification), and current or substantial (normally three years) previous professional marketing or managerial experience.

Months of entry


Course content

Marketing has changed significantly over recent years and contemporary marketing leadership and practice has become more diverse, more sophisticated and more specialised. In comparison to other business specialisms, the marketer is now faced with an increasingly diverse role: product manager, researcher, consumer insight manager, statistician, brand manager, social engineer, protector of the natural environment, social media communicator.

Businesses themselves exist in a more volatile, fragile external international environment, while global markets have become fragmented, making them more difficult to reach via standardised means thus increasing the importance of effective marketing leadership and practice.

But conventional businesses are not the only sector looking to benefit from the use of marketing; a whole host of interested parties have learnt the value of marketing to support their activities. Public institutions, non-profits, non-governmental organisations, social enterprises, political parties and even World Cup bidders all see the need for the use of marketing skills to achieve their goals.

In light of these developments, the MSc Marketing Leadership and Practice programme aims to equip delegates with the necessary knowledge, critical thinking and practical skills needed to meet the challenges which face marketers now and which will continue to influence their careers in the future. In dealing with uncertain times, conventional marketing theory is not left behind - there is a solid foundation of relevant marketing knowledge and theory upon which this programme is based.

This programme will incorporate an original, innovative programme that doesn’t duplicate standardised marketing Master’s offerings. We will equip you with critical thinking skills, enabling you to question whether accepted models and concepts are acceptable in an increasingly challenging world.

Information for international students

International students are welcomed - for more specific information please visit our International webpage.

Qualification and course duration


full time
15 months

Course contact details

Postgraduate Enquiries
+44 (0)121 331 5595