MSc Marketing

Full Time
Degree of Master of Science


Game-changing ideas can be born when business professionals, entrepreneurial students and tech specialists come together.

Read It


“At UEA, entrepreneurialism was instilled from the very beginning… our first semester of modules alone was like a starter kit for a new business, accounting, management and marketing. It has been astounding and I have learnt so much" - UEA Alumna, Jennifer Agwunobi, shares how studying the MSc Marketing has been a life-changing experience.

Read It

Key facts

2016 Times and Sunday Times Good University Guide - join one of the best Universities and reach your full potential.


What is branding? Norwich Business School continues the debate… watch our video, share the knowledge.

Watch It


Lidia Barrientos Galicia of MSc Brand Leadership on Marty Neumeier’s masterclass: Metaskills, five talents for the robotic age

Read It
For graduates who haven’t previously specialised in management, or have studied the subject in a non-UK context, the aim of this course is to develop the next generation of marketing managers by giving you the perspective, understanding and skill set to thrive in challenging, dynamic, often-complex business environments.


Designed to provide an advanced programme of study relating to marketing, the MSc Marketing exposes students to the interrelated functions of management, before encouraging them to consider the implications of specialist marketing approaches. By enhancing and developing a stronger marketing perspective, alongside general management skills and knowledge, this is a programme that provides for the intellectual development of the student. Enabling him or her to function effectively within a range of rewarding, yet complex business sectors.

Special Features

There are a number of features that make this degree programme attractive to both prospective students, and employers looking to recruit their next generation of managers:

  • £1,000 cash prize for the best student on the MSc programme, plus opportunities for funded PhD studies in the School. 
  • MSc Business Forum supported by the UEA Alumni Fund offers the opportunity to hear guest speakers from industry share their experience and expertise.
  • Recruitment opportunities through direct interaction with businesses and access to various career services.


Chartered Institute of Marketing

Our MSc Marketing (with options) has been approved and accredited by The Chartered Institute of Marketing (CIM) to provide direct entry onto the CIM's Chartered Postgraduate Diploma in Marketing (senior marketing management experience also required).

Course Modules

Students must study the following modules for 120 credits:

Name Code Credits


This module examines the compilation and use of accounting and financial information. It is an introductory course for students with differing prior knowledge and backgrounds. The module focuses on the use of accounting and financial information by different users of accounts. It includes (1) financial accounting and reporting to those external to the organisation; (2) management accounting and decision-making for managers within an organisation; and (3) financial management and an introduction to governance and the role of financial markets, assets and institutions. The emphasis is on critically appraising accounting and financial information, on applying financial management tools and analysis for management decision making leading to performance improvement and on developing an awareness of the broader governance context in which the information and techniques are used.




To develop a knowledge and understanding of the main theories of buyer behaviour, and the application of these theories in the development of marketing strategies. The module aims to demonstrate that the key to a successful marketing strategy is the development of a customer focus within the organisation which relies upon a thorough understanding of buyer behaviour. Following, to develop a knowledge and understanding of the main theories relating to the use of new interactive marketing media (database driven marketing, CRM, and the Internet) and the application of these theories in the development of marketing relationships. The module aims to demonstrate the unique nature of interactive marketing and the dynamics inherent in the new IT driven information intensive business environment.




The module is "delivered" as a "game" played in teams. The military has used such a game to teach strategy and tactics. It has been updated to the international business environment, so that one team (business) in each game emerges as the winner. Each team needs to use something of what has been learnt from all modules covered so far in the MSc course.




This module is designed to give students a solid set of personal skills and management skills (skilful practice) recognised as important for securing meaningful employment in the global marketplace appropriate to the Masters level of qualification. The format of the module will be of workshops, and the underlying pedagogic approach will be of experiential learning and action research.




The module provides an overview of how to manage the people in the organisation. It will raise awareness of the dynamics involved at work and how effective management of employees can lead to improved organisational performance. It focuses on the area of human behaviour in the workplace, covering both the individual and how individuals interact at work. In addition, the module provides an overview of how the Human Resource Department supports managers and the organisation in managing their workforce.




We live or die by the decisions of the market. If we are good we thrive, if not#.well, we don't want to go there. The two connected disciplines that we use to determine our fate are strategy and marketing. Strategy for it is about creating the future and managing our future development and marketing for whatever we do it must be grounded in the reality of our chosen markets. Further is it not the best products or services that usually win, but it is the best marketed products or services. Drawing on theories, models, case studies and experience this module develops strategists and marketeers to lead firms in their future development.



Students will select 60 credits from the following modules:

Please Note - Modules selected from this option range will be treated as COMPULSORY modules.

Name Code Credits


The module gives you a good understanding of how organisations can develop brands to achieve global success. Specifically you will learn: #how brands can be used to achieve global strategic objectives #what cultural and other differences exist between international markets #what is meant by customer-based brand equity #how to manage brands globally #the importance of brand elements and how to manage them to build brand equity #how to communicate brands #how to manage brand portfolios #how to manage brands over time




Research carried out in the Management field has confirmed that innovative firms, those that are able to exploit and use innovation to improve their processes or to differentiate their products and services; outperform their competitors, measured in terms of market share, profitability, growth and market capitalisation. However, the management of innovation is inherently complex and risky. In many cases, new technologies fail to be converted into products and services. In fact, most new products and services are not commercial successes. In sum, innovation can enhance competitiveness, but it also requires a different set of management knowledge and skills from those doing the everyday business administration within the firms. Despite the uncertain and apparently random nature of the innovation process, it is possible to find an underlying pattern of success. Not every innovation fails and some firms and individuals appear to have learned ways of responding and managing it in a way that their knowledge and skills favour successful innovation. Latter process should also be seen as a key management issue, in terms of choices related to resources and their availability and co-ordination.




The aim of this module is to provide students with an understanding of the current theories and practices of marketing communication. The course will provide students with an appreciation of how the integration of advertising, public relationship, sales promotions, direct marketing and other forms of external and internal communications contribute to the consumer's perceptions of brands. A key element of this module will be the development of marketing communication plans to help understand how segmentation and positioning and other marketing activities affects marketing communication. Finally the module links marketing communications with brand image and positioning.




The aim of this module is to examine how marketing research supports marketing decisions. It provides knowledge on the qualitative and quantitative methodologies used in market research to understand markets and consumers, and examines ways in which the information used to make marketing decisions is gathered, analysed and presented.




The aims of this module are: - to provide students with a critical insight on key aspects concerned with retail management; - to provide students with an understanding of the theory and practice of retail management and strategies pursued by leading retail organisations; - to develop skills in obtaining, analysing and applying information from a variety of sources, including publicly available material; - to develop the ability to learn and to manage one's own self-learning.




Whilst the University will make every effort to offer the modules listed, changes may sometimes be made arising from the annual monitoring, review and update of modules and regular (five-yearly) review of course programmes. Where this activity leads to significant (but not minor) changes to programmes and their constituent modules, there will normally be prior consultation of students and others. It is also possible that the University may not be able to offer a module for reasons outside of its control, such as the illness of a member of staff or sabbatical leave. Where this is the case, the University will endeavour to inform students.

Entry Requirements

  • Degree Subject Any subject except Business (unless studied in a non-UK context)
  • Degree Classification Good 2.2 or equivalent

Entry Requirement

Applicants should normally have a good first degree from a recognised higher education institution in the UK or overseas in disciplines other than business or management. Applicants from overseas may hold a non-UK degree in any discipline.

It is normal for undergraduate students to apply for entry to postgraduate programmes in their final year of study. Applicants who have not yet been awarded a degree may be offered a place conditional on their attaining a particular class of degree.

Students for whom English is a Foreign language

We welcome applications from students whose first language is not English. To ensure such students benefit from postgraduate study, we require evidence of proficiency in English. Our usual entry requirements are as follows:

  • IELTS: 6.5 with a minimum of 6.0 in all components
  • PTE (Pearson): 62 with a minimum of 55 in all components

Test dates should be within two years of the course start date.

Other tests, including Cambridge English exams and the Trinity Integrated Skills in English are also accepted by the university. The full list of accepted tests can be found here: Accepted English Language Tests

INTO University of East Anglia

If you do not meet the academic requirements for this course, you may be able to study one of the International Graduate Diploma programmes offered by our partner INTO UEA. These programmes guarantee progression to selected masters degrees if students achieve the appropriate grade. For more details please click here:

International Graduate Diploma in Business

INTO UEA also run pre-sessional courses which can be taken prior to the start of your course. For further information and to see if you qualify please contact

Fees and Funding

Tuition Fees for 2017/18

  • Home/EU students: £9,400
  • Overseas students: £15,600

International applicants from outside the EU may need to pay a deposit.

Living Expenses

Approximately £9,600 living expenses will be needed to adequately support yourself.

Scholarships and Funding

Scholarships may be offered to Home/EU and Overseas students. Scholarships are normally awarded to students on the basis of academic merit and are usually for the duration of the period of study.

Funding for postgraduate study is also available both from the university and from a number of external schemes.

Find out more about scholarships, funding and bursaries.

How to Apply

Applications for Postgraduate Taught programmes at the University of East Anglia should be made directly to the University. You can apply online.

Further Information

To request further information & to be kept up to date with news & events please use our online enquiry form.

If you would like to discuss your individual circumstances prior to applying please do contact us:

Postgraduate Admissions Office
Tel: +44 (0)1603 591515

International candidates are also encouraged to access the International Students section of our website.

    Next Steps

    Need to know more? Take a look at these pages to discover more about Postgraduate opportunities at UEA…

    We can’t wait to hear from you. Just pop any questions about this course into the form below and our enquiries team will answer as soon as they can.

    Admissions enquiries: or
    telephone +44 (0)1603 591515