MSc Marketing and Management


“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
The first CIM/NBS Marketing Club Event of 2020 – Social Selling?

In their words

Marketing students and professionals came together for a workshop with Simon Badman, a partner and trainer at SocialB for the last 7 years.

Read It


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

Key facts

(REF 2014)

If you aspire to work in a managerial role but want the edge that marketing training will give you, or if you want to work in a management position within marketing, this is the course for you.

It’s also a great choice if you are interested in both marketing and management and want to keep your options open by exploring both disciplines.

The course is also ideal if you have your own business, or work in a family business, and want to improve your marketing and management skills in order to take that business to new levels.

You’ll learn how to identify, evaluate and execute marketing and management strategies. You’ll also discover how to engage and collaborate with other specialists – an essential skill if you aspire to rise to the top in business.


This course is an excellent foundation for a career in marketing and/or management. Alternatively it will help you bring a marketing and management perspective to any number of other business roles.

You don’t need to have studied or worked in marketing or management before to excel on this course – you’ll be introduced to all the key concepts and practices before delving deeper.

Equally, if you do have experience working in or studying marketing or management, this degree is a great opportunity to push your skills and capabilities even further.

Over 12 months of intensive study you’ll discover the intellectual and practical skills of marketing and management. You’ll explore theories, concepts and techniques, and build the analytical tools and perspectives necessary for a lifetime of making marketing and management decisions. You’ll also learn how to lead and respond, both operationally and strategically, in the dynamic global marketplace.

In your marketing studies you’ll discover the long-standing fundamentals of the field, as well as investigating new areas that are critical to success in today’s world, such as internationalisation and the global marketplace, the power of the internet, and socially responsible marketing. You’ll learn how to analyse markets and their behaviours, and how to develop brands and manage teams that work effectively within those markets. And you’ll discover how to engage and collaborate with non-marketing specialists – an essential skill for successful marketing professionals.

In your management studies you’ll develop key management skills, and become adept at integrating and aligning organisational processes, systems and people to meet the challenges and goals of any business. Good management requires empathy, communication skills and confident leadership. And these are exactly the sorts of skills you’ll develop on this course. You’ll also learn how to understand people from different backgrounds and get the best from them.

Across all your studies you’ll discover how to understand, explain and lead the role of marketing and management in a range of contextual settings. You’ll explore the impact of marketing and management strategies on growth, cash flow and profit.

Your studies will have an international outlook throughout. You’ll study business issues from a global perspective. And you’ll be part of a diverse student body. All of this means you’ll graduate ready to succeed on an international stage.

The course is accredited by the Chartered Institute of Marketing (CIM), the leading professional body for marketers worldwide. That means that on successful completion of the course, you will be exempt from some of the modules required for the CIM’s highly respected Diploma in Professional Marketing.

Outside of your studies, you’ll be able to take part in the Norwich Marketing Club – a collaboration between Norwich Business School and CIM. Norwich Marketing Club holds three events a year where marketing professionals and NBS marketing students come together for workshops, talks and debate. In workshops you’ll often find yourself tackling a task in mixed groups of professionals and students, with students bringing fresh thinking to the task, and professionals contributing an industry perspective.

Course Structure

Your studies will begin with our Welcome Week. Here you’ll be introduced to each of the key areas of business, as well as marketing and management. You’ll also meet the team of academics who you will be working with throughout your degree, and have the chance to get to know your fellow students.

In your first semester you’ll gain a firm foundation in both marketing and management and other essential business functions. You’ll do this through the compulsory modules Accounting and Financial Management, Managing People and Organisations, and Strategic Marketing Management.

In your marketing module you’ll explore the history of marketing before going on to look at marketing strategy. You’ll also study the theory of marketing and discover different marketing models. And you’ll gain experience in key marketing methods, from print to digital, to the evolving channels of social media.

In your management module you’ll discover the key theories and skills of management. You’ll learn how to make successful management decisions, as well as how to communicate, allocate tasks, run and contribute to effective meetings, and how to work with others to get the best from them.

Your first semester is a great chance to explore different areas of marketing and business, and discover the areas you might like to specialise in during the rest of your studies and future career.

In your second semester you’ll have the chance to specialise by choosing from a range of optional modules. These might include options such as E-business Management, Global Brand Strategy, Retail Marketing Management, Marketing Research, and Digital Interactive and Social Media Marketing.

In your second semester you’ll develop your ability to think critically and strategically, ensuring that you graduate ready to think for yourself and make your own decisions. The world of business and management is constantly changing so it is vital that you learn how to think for yourself and adapt to changing circumstances. This degree will prepare you to do just that. You won’t just study the theories and practices of today – you’ll learn how to critically analyse and assess them. That means you’ll be ready to handle whatever new theories and tools arise during your career.

Unlike other Master’s courses where your third semester is spent on independent study, you will benefit from a third semester of taught modules. You will spend your third semester consolidating your learning and further developing your critical thinking skills with modules such as Buyer Behaviour and Interactive Marketing and Integrated Business Decisions. You will also study Management Skills and Personal Development across all three semesters.

Across all your modules your studies will be grounded in the real world. For example, you’ll develop your thinking by interrogating the strategic marketing plans of real businesses, asking how you might do things differently, or what techniques might work in other businesses. Case studies will have a global outlook. For example you might find yourself studying international businesses such as Lululemon, Airbnb or Tesla. Scrutinising these case studies will help ensure you graduate ready to excel on an international scale, whether that’s returning to your home country to work, working in a business with international clients, or taking a role with a multinational corporation.

Teaching and Learning

You’ll benefit from teaching that is research-led and industry-relevant. You’ll learn from lecturers, academics and guest lecturers who are engaged in cutting-edge research and/or have practical experience in business.

You’ll learn through a mix of lectures, seminars, group work, presentations, case study analysis, and individual study. Our lectures are often highly interactive, with group tasks, games, learning technologies, direct polls and video.

Throughout your studies there will be an emphasis not only on learning how to apply key marketing and management theories, but also how to think about them critically in a modern context.

There is no dissertation on this degree, which means you’ll benefit from a greater number of taught modules. Although there is no dissertation, you will have the chance to hone your research skills by researching primary and secondary sources during your modules.


You’ll experience a variety of assessment methods, including exams, coursework, group work and presentations. You will be able to submit formative and summative work for assessment, and you’ll receive feedback on your work to help you identify areas for improvement and areas of strength.


After the course

You will graduate ready to take on a variety of management and marketing roles in the private and public sector, in domestic and international organisations, and in all sorts of sectors.

Throughout the course there is a strong focus on employability. You will also be able to take part in our annual Employability Week, where you’ll hear from industry experts and our alumni about how they built their careers.

Career destinations

  • Marketing executive
  • Sales executive
  • Junior managerial positions
  • Advertising executive
  • PR

Course related costs

Please see Additional Course Fees for details of additional course-related costs.

Course Modules 2020/1

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!




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.




The purpose of this module is to provide you with an overview of people management - including topics from both Organizational 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.



Students will select 40 credits from the following modules:

Name Code Credits


You will develop your knowledge and understanding of the nature of e-Business and e-Commerce as well as the Internet infrastructure and the variety of firms competing in e-Business markets. This module also aims to demonstrate the current successes and failures of e-Business ventures in different industries and markets. You will further explore current developments in Business-to-Consumer (B2C) and Business-to-Business (B2B) e-Commerce. In this way, electronic business methods enable companies to link their internal and external data processing systems more efficiently and flexibly, to work more closely with suppliers and partners, to better satisfy the needs of their customers. Lastly, lectures will be supplemented by case studies of e-Business practice, group exercises and exploration of relevant Internet based companies and sites.




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. By the end of this module, you will have developed a critical understanding of the basic concepts and practices of marketing strategy and the marketing management planning process. You will also gain an overview of the operation of the marketing function within a wide range of organisations, and be able to demonstrate an understanding of buyer behaviour and to describe the fundamental principles of market planning.




Social media is an emerging and quickly developing field. You will cover areas of social media marketing such as customer engagement, social shopping, and social customer service. You will gain an in-depth understanding of what consumers are doing in social media and transform this understanding into marketing relevant expertise. 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.



Students will select 20 credits from the following modules:

Name Code Credits


This module provides students within a comprehensive understanding of Global Business. We examine the essentials of Global Business, including - the environment, strategy, organisation and management. A central feature of the module is the emphasis on real-world scenarios and problems associated with Global Business. Teaching methods includes - case studies, in-class activities and the use of learning technologies. An example of the latter is the game-based learning platform Kahoot! Students will be encouraged to critically analyse the Global Business Environment and entry strategies in Global Business. Managing Global Business across different business functions together with the opportunities and challenges faced by management will be considered.




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.




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 2.2 or equivalent

Entry Requirement

Applicants should normally have a good undergraduate 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 (minimum 5.5 in all components)
  • PTE (Pearson): 58 (minimum 42 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

As a result of the COVID-19 pandemic, we will be offering Pre-sessional courses online from June to September 2020. Further details can be found on the INTO UEA Online Pre-Sessional English webpage.


The next intakes for this course are: September 2020 / February 2021 / September 2021 / September 2022.

Fees and Funding

Tuition fees for the academic year 2020/21 are:

  • UK/EU Students: £10,300 (full time)
  • International Students: £18,000 (full time)


Living Expenses

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

Scholarships and Funding

A variety of 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.

To apply please use our online application form.

Further Information

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