MSc Marketing - Exeter Alumni Page

Key facts
  • Start dates:
    January 2018
    February 2018
  • Duration:
    24 months
  • Entry requirements:
    A 2:2 Honours degree (or equivalent) in any subject
  • Language requirements:
    IELTS 6.5 overall
  • Online learning fees:
    UK, EU £13,000
    International £18,000

Online MSc Marketing Programme

Online MSc Marketing Accreditation

Double accredited business school by the AMBA and Equis.

Online MSc Marketing QS Rankings

Top 158 in the Global QS World University Rankings.

Online MSc Marketing Russel Group award

A Russell Group University awarded Gold Standard in the Teaching Excellence Framework (TEF)

100% online.

MSc Marketing - Exeter Alumni Page

  • Overview
  • Structure
  • Learning
  • Careers
  • Contact

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.

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.

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.

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.

To learn more about the online MSc Marketing programme at the University of Exeter, download a brochure now.

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.

To learn more about the online MSc Marketing programme at the University of Exeter, download a brochure now.

MSc Marketing Online Curriculum

Below is a sample list of modules you will learn from while enroled in the online MSc Marketing programme. To view a full list of modules, download a brochure now.

Core Modules - 90 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 or download a brochure.

Learn More About MSc Markting Online

To learn more about the online MSc Marketing programme at the University of Exeter, call +44-808-64-4020 or download a brochure.

Marketing Strategy

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. Understanding the processes involved in these stages, from both theoretical and practical perspectives will develop participant’s awareness of the changing role of marketing in today’s organisations. The module content is structured around practical examples and case studies that aim to help you develop skills of critical analysis and problem-solving.

Research and Analysis Skills for Business Research (15 credits)

This module prepares students for conducting or commissioning independent research in the workplace. It provides instruction on the complex processes and practices of conducting research from the initial idea to reporting results. The module examines the principles of research design before progressing to a more detailed treatment of data collection and analysis associated with three widely-used methods: questionnaires, interviews and focus groups. This module is accessible to all students with an interest in conducting their own primary empirical research in management studies.

Study Period 1
Brand Design

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.


Entrepreneurship: New Venture Development

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.

Management Dissertation (30 credits)

The dissertation module allows you to pursue a programme of independent research on a business management topic that is of interest to you. Every student will be allocated a dissertation supervisor, and under whose guidance you will do the research and complete the dissertation write-up (8,000 - 10,000 words long). A dissertation demands self-motivation and good organisational skills. You are expected to show initiative in choosing your topic of study and in executing the research. The module 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 data generated, and communicating the findings by a fixed deadline.

Study Period 2
Consumption, Markets & Culture

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 socio-cultural issues relevant to marketing practice in the 21st century.


Tourism and Marketing

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 ideas will link with issues covered in module 'Tourist Behaviour: Theory and Practice' on how tourists perceive particular destinations. Three other key areas of marketing are also examined, intended to provide you 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.

Understanding Consumer Behaviour

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 analyze consumer actions, experiences, feelings, and judgment processes.

Integrated Marketing Communications

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. This module will give students an in-depth understanding of the marketing communication mix both from a theoretical and practical perspective, exploring how different forms of communication work together, acknowledging the development of the new mediums by which organisations may communicate with stakeholder and influencer groups and how such communications affect business and society.

Study Period 3
Services Marketing

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.


Digital Business Models

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 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 also, more importantly, critically evaluating the strategic choices to effectively convert digital opportunities into competitiveness.

Principles of International Business

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, 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. The module considers political, economic and cultural difference and the strategies companies adopt when conducting business across national boundaries. Trade theories are studied to understand the reasons for trade, and consideration is given to why governments engage in trade restrictions which complicates the operations of international business.

Marketing Analysis & Research

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.

Digital Marketing Strategy

This module, in partnership with integrated creative communications agency AB, focuses on the role and consequences of digital technology and social media developments for marketing theory and practice. Digital marketing has fast become an essential area of marketing for many, if not all, organisations. Digital marketing 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 course interrogates the relationship between digital and ‘traditional’ marketing strategy, with a critical eye to societal implications. As such, this course 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. Next, the course examines digital marketing practices that are now integral, if not essential, to marketing strategy from a ‘real world’ perspective, including the role and practice of communication, market research, campaign planning and evaluation. Finally, the course considers the implications of digital marketing, not only related to marketing practice but also to the social.