MSc Marketing

Double accredited business school by the AMBA and Equis.

6th in the UK, 8th in Europe and top 40 in the world (CWTS Leiden Ranking).

Top 170 in the Global QS World University Rankings.

MSc Marketing

About Exeter's Online MSc Marketing

Build Your Brand

The online Master of Science in Marketing will give you the skills and expertise needed to achieve career goals and success. The programme provides a flexible framework allowing you to customise your education to your needs and interests. Our graduates finish the programme with an understanding of the theory of marketing and a broad range of managerial skills. Learn how marketing and consumption work at the individual and societal levels. The programme provides a holistic perspective, drawing upon the expertise of the University of Exeter Business School in the areas of marketing, consumer behaviour, psychology, and branding.



"For me, studying a Masters isn’t just about what you read in a book or about what the lecturers teach you, but also about life lessons outside your comfort zone and achieving things you didn’t think you could achieve."

Niyada Wongprompreeda, On-campus student MSc Marketing



Tailored Learning Experience

Through the online MSc Marketing programme, you’ll gain a deep understanding of the marketing spectrum from the production of goods and services to the actual customer experience of purchasing and using a product or service. The programme modules allow you to tailor your degree to an area of interest, such as Services Marketing, Brand Design or Internet Marketing in the Information Society.



"Comparing the programme at Exeter to others, I found that the MSc at the University of Exeter Business School gave me the flexibility to design my studies to suit my own objectives. The course offers a broad mix of modules in both marketing and business subjects, which gives you a great foundation for establishing yourself as a well-rounded marketing professional."

Arnnuta Ackrapoenkit, On-campus student MSc Marketing



Professional Opportunities

Our programme is consumer focused, so you’ll walk away as an expert in understanding the audience you’re trying to capture. You’ll learn to collaborate with different departments to come up with creative solutions that impact your consumer or target audience. You will graduate with applicable skills across different business sectors that place you in the perfect position to attain the career you desire.

Our students come from a range of undergraduate programmes and disciplines. Through our optional modules, you can hone in and develop an area of marketing specialisation that will enhance your professional opportunities.

"The University of Exeter Business School stood out as one of the UK’s leading institutions, and the high quality of academic staff."

Abbey Fraser-Roe, On-campus student MSc Marketing



Why Exeter’s Online Master of Science Marketing

The MSc Marketing will allow you to build an area of marketing specialisation that will enhance and broaden your employability. You will have the skills and expertise to achieve success regardless of where in the world you plan to pursue your career. Employers expect advanced communication and technical skills, team-work and independent research, project management, and the specialist knowledge from their postgraduate recruits.

Exeter at a Glance:
  • UK’s Top 10 Universities in Higher Education (The Times and The Sunday Times Good University Guide 2017)
  • Top 40 in the World (CWTS Leiden Ranking)
  • Top 170 in the World (QS World University Rankings)

Interested in learning more about the programme? Fill out the form on this page to connect with an Admissions Adviser.

MSc Marketing Online Programme Delivery

The programme is 180 credits with 11 modules. Classes are 7 weeks long and the full programmes consist of 75 credits core courses, 75 credits focused on marketing electives and/or business electives, and a 30-credit dissertation. The programme can be completed in 2 years. Classes are 100% online, and you’ll join a diverse group of professionals from a variety of industries. You’ll participate in class discussions, lectures and assessments at your own pace. Collaborate with fellow students, faculty, and staff to tackle case studies and challenges from the marketing field. At the same time, you’ll enjoy the advantage of building a career network while completing your postgraduate degree.

Class materials are accessible 24/7, and courses are delivered in an innovative online learning environment. We offer six intakes per year so you can start your online postgraduate marketing degree when you’re ready. A Student Support Adviser will work with you throughout the programme to help you succeed.

The online marketing programme’s dissertation is designed to test your cumulative knowledge. You’ll be asked to apply classroom concepts, experience, and theory to a real-world scenario. The dissertation portion of the online programme may be a valuable portfolio piece that shows potential employers the direct application of your marketing degree.

MSc Marketing Online Admissions

A mid 2:2 degree (55%+) or equivalent with honours in any discipline from a recognised university is required.

All 2.2 degrees will be considered where there is evidence of three years’ work experience in a marketing communications setting such as advertising, public relations, market research and brand management.

English Language Requirements

Students who are nationals of a majority English-speaking country may be accepted without an English qualification. Applicants who have undertaken a full degree in a majority English-speaking country and completed it within the last two years may also be exempt from providing an English language qualification. For all other applicants an English language qualification is required at the following levels:

IELTS (Academic)

At least 7.0 overall and no less than 6.0 in any other section.

TOEFL IBT*

At least 100 with minimum scores of 21 for writing, 21 for listening, 22 for reading and 23 for speaking.

Pearson Test of English (Academic)

65 with no less than 55 in all skills.

Other accepted tests

Information about other acceptable tests of linguistic ability can be found on our English language requirements page.

Applicants will be required to submit the following before commencing their programme of study:

  1. The original certified transcripts and certified translation if they are not in English.
  2. Accepted English language tests are IELTS, TOEFL IBT, Pearson Test of English Academic, and other tests. A full listing of tests and accepted scores can be found here. You can also find information on our international equivalency pages to see if existing qualifications match the entry requirements for our programme.
Transfer Credits

Transcript evaluations are completed after being received, and results are provided to the applicant with the admission decision.

MSc Marketing Online Fees & Financial Aid

The online MSc Marketing programme is £1,500/module and £3,000 for the dissertation for an £18,000 total tuition for the UK and International students. To learn more about fees and funding as well as financial aid, visit our Financial Services page.

MSc Marketing Online Curriculum

Core Modules - 75 Credits

Optional Modules - 75 Credits

Dissertation Module - 30 Credits

Careers and Outcomes

An online MSc in Marketing prepares you to enter a wide range of fields, including marketing, communications, public relations, and more. Our graduates leave the programme with the confidence and ambition to make their mark. Your optional module selections may also help chart your career path, such as courses in Tourism, Purchasing and Supply Chain Management, and Brand Design, among others. Marketing spans across the public and private sectors, whether you work in an agency environment, a non-profit or small/medium-sized enterprises. Graduates from the University of Exeter Business School have gone on to develop careers with:

  • Jamie’s Foods
  • Mars Petcare China
  • China Construction Bank
  • Revlon
  • Saatchi & Saatchi
  • Samsung Electronics
  • Nestlé

Online students and programme graduates may wish to work with our Careers & Employability team to find out what you can do with a Masters in Marketing.

To learn more, call +44 808 164 4020 to talk with an Admissions Adviser today.

Dissertation 30 Credits

The dissertation, 8,000-10,000 words in length, allows you to pursue a programme of independent research on a topic of your choice, approved by the Programme Director. You will further develop your skills in formulating appropriate research questions, developing a research agenda, planning and conducting a research programme, analysing and evaluating materials and generated data, and communicating the findings within a fixed deadline.

Marketing Strategy 15 Credits

The aim of this module is to introduce marketing as a central feature of the strategic planning process. The American Marketing Association defines marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. A marketing perspective focuses on an in-depth and critical understanding of desires and decision processes of customers and businesses. This module will introduce the stages of an organisation’s marketing strategy as strategic analysis, strategic choice, strategic implementation, and monitoring and control.

Tourism and Marketing 15 Credits

This module presents a comprehensive approach to marketing theory and practice within the context of the tourist industry. It starts with the basic concepts of tourism marketing along with the notions of business philosophies and market orientation. Considerable attention is given to understanding the marketing mix and techniques associated with market segmentation. Emphasis is also focused on the concepts of destination marketing, image-creation, and branding. Some of these three other key areas of marketing are also examined in this module with the aim of providing students with a good grounding in theory and practice. These are aspects of marketing management, including product development and models of service quality; marketing planning, which covers the issues of product-market fit; and market research tools. All of these ideas will be explored in the practical context of a series of case studies and student based exercises, including aspects of international marketing, marketing ‘hallmark’ events and green marketing in action (this also links with BEMM375 on sustainable tourism).

Accounting for International Managers 15 Credits

Business managers are ultimately responsible for organisation performance, position, and health. All decisions and activities have financial consequences. Questions are always being asked: How successful is the business? Is it profitable? Is it stable? Is it growing? How is it financed? Is it the best? Should you do business with it? Work for it? Buy from it? Sell to it?

Financial accounting information enables a wide range of stakeholders to make decisions regarding their relationship with an organisation. It is useful to be able to understand and evaluate the financial information businesses provide to make decisions.

As managers, you are also constantly making decisions: How much should you charge for X? How much does Y cost to make? Should you launch a new product? Enter a new market? Invest in a new venture or project? Management accounting provides information to support business decisions like these.

Marketing Analysis and Research 15 Credits

The aim of this module is to provide knowledge on the qualitative and quantitative methodologies used in market research, which provides a foundation to understand markets and consumers. A variety of qualitative and quantitative data collection and data analysis methods for descriptive, causal, and exploratory research designs will be discussed and compared, alongside the utilisation of these techniques in market research. The research design process (problem identification, proposal writing) will also be taught.

Brand Design 15 Credits

Brands have increasingly become a focus of marketing activity with some arguing that marketers no longer make products – rather they create brands. This module will examine the development of brands and their management from different disciplinary perspectives. Theoretical insights from these perspectives will be used to critically evaluate current brand campaigns and the role of marketing communications in effectively delivering these campaigns.

Integrated Marketing Communications 15 Credits

Consumers find themselves increasingly surrounded by media and marketing-related messages, and the impact of technology and digital communication are transforming the way consumers interact with each other and organisations. Consumers are active and engaged, often generating their own content and co-creating communications with producers and other consumers. This raises both opportunities and challenges for organisations.

Advanced Marketing Seminars 15 Credits

In this module, you’ll learn from a variety of examples based on current research and thinking in marketing and consumer behaviour, through attending and engaging in a programme of research seminars by marketing and consumer behaviour scholars.

Principles of International Business 15 Credits

Business is increasingly international in scope as managers take advantage of greater access to foreign markets not only to sell products, but also to access inputs, knowledge, and skills. This module addresses several questions:

  • How does becoming an international business change a company that previously operated only in the home market?
  • How are its resources and capabilities challenged and transformed by internationalisation?
  • What factors determine an international business is successful?

While many practical examples are provided, the focus is given to developing an analytical approach to addressing these questions, drawing on two perspectives. These are the Resource-Based View, which focuses on the resources and capabilities of the firm, and the Institution-Based View, which requires studying the differences in the business environment around the globe, to which successful companies need to adapt.

Consumption, Marketing and Culture 15 Credits

This module will equip future marketing practitioners with the skills and knowledge to understand the interactions that occur between the market, consumers and the marketplace. The focus of this module centres on cultural approaches to understanding and we will explore the dynamics associated with the symbolic production and consumption of culture. Working with popular texts, such as The McDonaldization of Society by George Ritzer, as well as with complex theoretical concepts, including Consumer Culture Theory, Symbolic Consumption and the Production of Culture, this module will provide students with an intellectually and historically grounded ability to understand the broader sociocultural issues relevant to marketing practice in the 21st century.

Understanding Consumer Behaviour 15 Credits

The aim of the module is to understand the behaviour of people as consumers and the strategic implications of this understanding for marketing managers. This understanding is one of the critical components of marketing analysis in examining and diagnosing problems and reaching effective decisions. Principles from several social sciences, including psychology, sociology, and anthropology, are integrated to understand and analyse consumer actions, experiences, feelings, and judgment processes.

Purchasing and Supply Chain Management 15 Credits

This module focuses on the practical and theoretical elements of managing global supply chains. It presents a step-by-step approach to the emerging field of Purchasing & Supply Management, emphasising the importance of a strategic approach to managing supply chains and networks. Supply chains not only involve fast-moving consumer goods, but also complex product-service delivery to the public and private sectors. The lectures on the module are designed to enable participants to understand where ‘Purchasing & Supply Management’ fits in today’s business decision-making, going beyond cost reduction and consolidation, towards concerns of adding value and introducing issues on global supply chain sustainability. While designed from the perspective of the students new to the field of supply chain management, some basic Operations Management is desired to help build a theoretical and practical foundation on which to base further learning. The module combines practical industry case studies and academic research papers, including some practical tasks in class.

Services Marketing 15 Credits

Services play a crucial role in the competitive world economy and will increasingly shape its future. With services constituting a growing share of economies in developed countries, students in marketing need to possess an understanding of the nature, mechanisms, and outcomes of services and their input in marketing. This module seeks to provide an interdisciplinary, theoretically informed understanding of the fundamentals of services marketing, processes of service provision, and service ingredients. It explores the drivers behind the growing role that services marketing plays across business and sectoral contexts, and encompasses complexities in service delivery and innovations across areas of services marketing and management.

Entrepreneurship 15 Credits

Entrepreneurship: New Venture Development introduces both the theoretical and practical concepts of entrepreneurship and new firm formation. The module applies various theories and approaches to provide a holistic picture of the entrepreneurial process, as well as the practical aspects of the intellectual, physical and emotional demands associated with starting a new business. The module is intended to give a rigorous and honest insight into the realities of entrepreneurial activity and an understanding of the role small and medium-sized businesses play in a modern economy. This may be via the creation of a new independent firm or the organisation of a new enterprise within an existing firm.

If you already have or are working on an idea for a new business, this module provides an opportunity to develop, refine and test the idea or concept.

Digital Business Models 15 Credits

The module seeks to explain the emerging business models that are enabled by information technologies in the internet age. It provides a way of thinking and crafting a strategy that transforms digital opportunities into sustainable competitive advantages. You will be equipped with critical theories and concepts to analyse and differentiate the strategic values of emerging technologies (cloud computing, social media, big data, the internet of things, etc.), and evaluate different methods of aligning technological opportunities with business strategy. By examining the business models and strategies of a wide range of internet business, you will be capable of not only identifying the patterns and explaining the mechanisms by which internet business evolves, but critically evaluate the strategic choices to effectively convert digital opportunities into competitiveness.

Digital Marketing Strategy 15 Credits

This module focuses on the role and consequences of digital technology and social media developments for marketing theory and practice. Digital marketing has quickly become an essential area of marketing for many, if not all, organisations. It is not only marked by significant cultural changes but also changes in the ways that marketers operate and relate to consumers. Along with these changes come far-reaching implications related to data security and privacy, social relations, mixed realities, and big data, among many others. Looking across a variety of issues within digital marketing, the module interrogates the relationship between digital and traditional marketing strategy, with a critical eye to societal implications. As such, this module begins by examining theory around marketing, particularly from a sociological perspective, to consider how ‘consumers’ engage with digital marketing and what it means to live in a digital world.