MSc Marketing


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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 and MSc Marketing and Management courses are accredited by the Chartered Institute of Marketing (CIM), the leading professional body for marketers worldwide. These courses have been mapped against CIM qualifications to offer exemptions through the CIM Graduate Gateway programme.

Course Modules 2018/9

Students must study the following modules for 120 credits:

Name Code Credits


Do you want to be fluent in business? Accounting is the language of business and financial management is critical to the survival of businesses. If you want to become knowledgeable in two of the core areas in business such as accounting and financial management, then this module is for you. Throughout the module you will discover why accounting is considered a management information system and why managing the financial aspects of the business will contribute to business success. This is a semester long introductory module and no previous study of accounting or finance is required. The module will be divided in two parts: in the first part you will study accounting and in the second part of the module you will study financial management. In this module, individual study coupled with a series of lectures and seminars will give you a very good overview of the accounting and finance methods and concepts. In accounting you will learn how to read and interpret financial statements, you will acknowledge the importance of understanding and managing costs and the importance of liquidity. In financial management you will learn how investment appraisal and valuation works as well as the advantages and disadvantages of using different forms of equity and debt. All the knowledge gained by taking this module will put you at an advantage in any business meeting, benefiting your future career.




Is consumer behaviour relevant to interactive marketing? 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 consumer (buyer) behaviour. Thus, it provides a knowledge and understanding of the main theories of consumer (buyer) behaviour, and the application of these theories in the development of marketing strategies. Further, it provides knowledge and understanding of the main theories relating to the use of new interactive marketing media and the application of these theories in the development of marketing relationships. We will conclude with a discussion of online analytics and related aspects relevant to consumer behaviour in online environments.




This is a module with a twist - building on core skills such as team-working, marketing, accounting and strategy, you'll apply your knowledge and work in teams to win different 'games' - the military has previously used such games to teach strategy and tactics. Updated to reflect the international business environment, you'll be using each game as a way to embed your knowledge and see if your team emerges as the winner!




This module is designed to give you a solid set of management skills through which your learning from across all modules develops into a coherent whole. The focus will be on developing management skills recognised as important for securing meaningful employment in the global marketplace appropriate to the Master's level of qualification. This is an applied vision and skill development module, focusing on the development of the new skill sets for managers of the 21st century. It is designed as a learning environment and a management trainee program that focuses on the development of knowledge and skills for global leaders. A core belief underlying our approach, demonstrated in interactive sessions, stems from the Chinese proverb, "Tell me and I forget. Show me and I remember. Involve me and I understand." A variety of methods will be used to simulate a real-world business environment such as collaborative learning, lectures, management training videos, presentations, films, discussions, role plays, and workshops. This module is one of the few management courses in the UK that builds on unique features, such as individual customization, creative skill development, project based learning, and positive change. We will have intensive brainstorming sessions, problem based learning plus facilitated and self-directed action learning to help you and your colleagues develop and apply management skills for your career in the 21st century. In today's global, rapidly changing knowledge-based economy, learning and experimenting with management skills and personal development is one of the smartest investments you can make for your career. This module is only available to Norwich Business School MSc students.




The purpose of this module is to provide you with an overview of people management - including topics from both Organisational Behaviour and Human Resource Management - and permit you to explore the question of; if people are your business, why is managing people in an organisational context so difficult? In the module you will learn about the process and development of the so-called 'soft' management competencies as well as hard management. You will focus on the development of these skills in order to increase productivity and performance as well as develop and manage people in different business contexts. You will begin with an overview of different organisational behaviours and how these can be managed within the organisation. You will learn key frameworks from organisational behaviour and human resource management and how these concepts that for instance can include leadership, team working, motivation and diversity can be applied to business scenarios. You will realise both soft and hard aspects of management in managing individual people, as well as acquiring knowledge about key HRM function and the role of line managers in managing staff. On successfully completing this module you will have gained experience of discussing differing key organisational and HRM concepts and how they can apply in different settings resulting in different outcomes. You will have gained a sensitivity to the diversity of people and organisations. You will be able to analyse organisational contexts and how people are managed to understand how you yourself would like as an individual to be managed and how this knowledge can be applied to others in a variety of different business settings.




The main objective of this module is to equip you with an in-depth understanding of the strategic marketing planning process. You will be able to apply marketing principles in a strategic context and develop both a theoretical and practical knowledge of strategic marketing. A key feature is that you'll consider approaches to strategic marketing from an international perspective. Please note this module is only available to NBS MSc students.



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


Social media is an emerging and fast-moving field. This module covers areas of social media marketing such as customer engagement, social shopping, and social customer service. You'll gain an in-depth understanding of what consumers are doing in social media, and transform this understanding into marketing relevant expertise. You'll develop knowledge and understanding of the main theories relating to the use of new interactive marketing media, and the application of these theories in the development of marketing relationships.




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;




The module aims to develop your overall understanding of how a company's success depends on its innovation strategy and management. Results of both theoretical and empirical research will enable you to understand the central terms and mechanisms in this area and to analyse companies' innovation strategies in a holistic way. Analysing innovations at the intersection between market needs and technological possibilities, you should be able to develop suggestions for innovation strategies and their implementation. You'll cover both the economic and managerial aspects of innovation. You will get an in-depth understanding of key aspects of innovation processes and their institutional and strategic implications. Learning that innovation is a cross-functional task involving all corporate functions like RandD, marketing, production and finance is a central objective of the module. Using exemplary innovation case studies students will first acquire knowledge of key terms and definitions of innovation research. The emergence of systematic innovation in the corporate environment will be discussed by studying the history of certain industries. At the organizational level, ways to leverage innovation internally and with external partners will be analysed. You will learn about different sources of innovation as well as roles and functions in the innovation process. Key concepts like open innovation and user innovation will be discussed thoroughly. Your practical applications and implications will be pointed out. Finally, the module will discuss the issue of how to appropriate the returns from innovation, with special focus on patents and markets for technology.




Have you ever wondered how marketers catch your attention? This course looks at the communications tools used by marketers and will cover such topics as advertising, sales promotions, public relation management, sponsorship, social media and others. Throughout the module you will discover how the tools of marketing communications are used to communicate the organisation's message to its customers. We will also discuss the importance of integrated marketing communications as part of the marketing mix. You will learn how organisations use a variety of tools to communicate with the marketplace and the impact that some of these have on customers. This module provides an understanding of the current theories and practices of marketing communications. The course will provide students with an appreciation of how the integration of advertising, public relations, sales promotions, direct marketing and other forms of external and internal communications contribute to the consumer's perceptions of the organisation's offer. A key element of this module will be the development of marketing communication plans to help understand how segmentation, positioning and other marketing activities are used in the implementation of marketing communications. Finally, the module links marketing communications with brand image and organisational positioning in the marketplace. The course will consist of a series of lectures and discussions and you will be assessed through two pieces of coursework. On successful completion of this module you will have developed a marketing communications plan that uses marketing communication tools appropriate to a given situation. You will be able to discuss the elements of marketing communications in relation to their function, benefits and weaknesses. You will develop your research, writing and presentation skills and be able to communicate your ideas more effectively.




You will examine how marketing research supports marketing decisions. The module 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 you with a critical insight on key aspects concerned with retail management; - to provide you 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. In some cases optional modules can have limited places available and so you may be asked to make additional module choices in the event you do not gain a place on your first choice. Where this is the case, the University will endeavour to inform students.

Further Reading

Entry Requirements

  • Degree Subject All subjects* (excluding UK degrees in a business-related subject, for which our Academic & Professional Courses are more suitable) *Degrees in dance, drama, music, sport, art, and art and design will be considered on a case by case basis and are reviewed closely for their academic content.
  • 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 2018/19

Tuition fees for the academic year 2018/19 are:

  • UK/EU Students: £9,750
  • International Students: £15,900

If you choose to study part-time, the fee per annum will be half the annual fee for that year, or a pro-rata fee for the module credit you are taking (only available for UK/EU students).

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

We estimate living expenses at £1,015 per month.

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

    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