Key Facts

Course Title: Marketing (MA)
Course type: MA, Postgraduate Diploma, Postgraduate Certificate
Mode of Study:Full Time
Contact Details:Claire Butters
Website: Go to School homepage
Faculty: Faculty of Humanities and Social Sciences
Subject Area: Business and Management


Welcome to the MA Marketing programme at Keele Management School

In offering a distinctive programme that aims to develop intellectual skills alongside practitioner skills, and which aims to enhance knowledge and understanding of theoretical debates alongside practitioner concerns, the MA Marketing seeks to develop well-rounded, thoughtful, active, reflective, and practical students with excellent skills that will enhance employability.

In order to achieve this goal, our teaching and learning strategy is wide-ranging and innovative, seeking to give students a rich learning environment that draws actively upon leading edge research as well as current marketing practice.  The marketing modules develop knowledge and understanding, intellectual skills, subject-specific skills (mainly in marketing, but also in strategy, finance and accounting) and transferable skills.

Within the set of core marketing modules, each module will tend to take a dominant approach that will be either applied or theoretical, although all modules will contain elements of each. For example, Consuming Behaviours and Marketing Communications Theory will have teaching and learning approaches designed to accommodate significant theoretical issues, whilst modules such as Marketing Management and Marketing Research Theory and Practice will be more applied and practitioner-driven. The general introduction to the field of marketing will take place within the Marketing Management module, situated in the first semester. This will provide the platform for the marketing content that follows, whether practitioner- or theory-focused.

We welcome applications from both home and overseas students.  We have a range of support services available for all students and further information specifically for international students can be found by clicking on the International Applications Information link above.

Aims of the Course

The MA in Marketing is designed to provide a rigorous understanding of marketing and contemporary marketing practice, underpinned by theoretically informed and critical approaches to marketing and management. The course combines conceptual, theoretical and practical approaches to the study of marketing. Successful students will gain:

  • Thorough understanding of contemporary marketing knowledge and techniques, as applied in a range of commercial and public organisations
  • Critical awareness of, and evaluation of, current marketing theory, informed by leading edge research in the field
  • Analytical and creative techniques to deal with complex marketing problems and their solutions
  • Enhanced management skills and practical marketing skills leading to improved employability

Entry Requirements

All applicants must hold a good honours degree (2:1 or 2:2) or overseas equivalent. Students who have appropriate professional qualifications or relevant work experience may also be considered. The University uses a range of relevant selection criteria including academic qualifications, professional experience, evidence of likely commitment to academic study, and an estimate of a candidate’s future potential.

Anyone applying from a country where English is not the first language is required to take an official test of English language obtaining at least IELTS 6.5 with a minimum of 5.5 in each subtest.

For overseas students who do not meet all direct entry requirements, we offer the opportunity to take an intensive Business Pre-Masters programme leading to the MA.

Course Content

During the first semester (September to January) students study four core modules, followed in the second semester (January to May) by a further four modules, some of which are options chosen by the student. Each taught module is worth 15 credits. In the later stages students undertake a student consultancy project or a dissertation which is worth 60 credits. Students gaining 180 credits from a combination of taught modules and the successful completion of the dissertation or student consultancy project will be awarded an MA. Students gaining 120 credits but not proceeding to the dissertation/student consultancy project will be awarded a Postgraduate Diploma. Students who do not gain 120 credits but pass modules worth 60 credits will be awarded a Postgraduate Certificate.

Course Modules

The following list indicates the range of modules that may be offered:

Marketing Management

Provides an overview of marketing and how it is performed and organised in a variety of market settings. This module is studied early in the course and begins to develop a wide range of underpinning skills and knowledge relevant to the course as a whole.

Consuming Behaviours

Evaluates and explores the relationship between marketers and consumers, underpinning cultural practice that drives consumption, and ways in which marketing managers can use this knowledge and understanding to reach consumers.

Marketing Research Theory and Practice

Provides a framework for marketers to understand philosophical debates about research, and to consider appropriate methodology and methods, whether involving qualitative and quantitative data and approaches.

Contemporary Issues in Marketing

Considers contemporary thinking in marketing, and the theories that are currently shaping and influencing marketing practice and practitioners. Areas of interest here could be, for example: ethics and advertising, internal markets and relationships; food marketing and obesity; the need for a ‘consumer culture theory’; marketing debates of the day. This module will focus on recent developments and current concerns for the interrelationships between marketing, society and culture, and will involve external guest speakers

Strategy and Information Management

Widens the focus of study to consider issues and insights at corporate strategic level, and to evaluate the influences of this level of decision-making upon functional areas, including marketing.

Accounting for Decision Making

Provides students with a working knowledge of relevant aspects of financial and management accounts, so that as market practitioners they can engage with other specialists in the organisation.

Dissertation or Student Consultancy Project

The dissertation is underpinned by the Marketing Research and Contemporary Issues modules in particular, focusing on a relevant aspect of marketing, and demonstrating engagement with current thinking in marketing.  The student consultancy project allows the student to apply, under competitive conditions, for a real, commercially relevant, University-agreed project for a local organisation.  Both the dissertation and consultancy project represent the challenge of learning to manage a discrete project from start to finish.

An option module may be chosen from a list that would typically include a range of general management as well as marketing modules.

Titles could include, for example:

  • Branding
  • Entrepreneurship
  • Marketing Communications Theory

Teaching and Assessment

The Course Director is responsible for running the programme and providing support and information for students. Modules are taught in lectures, tutorials and computer laboratory classes. Practical use is made of standard educational software and data sources. Taught modules are usually assessed by a mixed diet of examinations and coursework, the latter including essays, practical projects, marketing plans, reports and presentations.

Guidance is provided on dissertation topics and each student will be assigned a supervisor. Guidance is also provided for the student consultancy project and each student will be assigned an academic mentor.

Overseas students receive support and tuition in academic English throughout the first two semesters of the course, with regular scheduled classes in addition to subject-related classes.

Additional Costs

Apart from additional costs for text books, inter-library loans and potential overdue library fines, we do not anticipate any additional costs for this postgraduate course.

The Graduate Attributes Statement is designed to raise awareness of the attributes that will be developed whilst you are a student at Keele University. It explains each of the attributes in detail, tips on how to achieve them and how they relate to your chosen programme of study.

The Graduate Attributes Statement for this course can be MA Marketing Graduate Attributes Statement

Alex Smith

Alex Smith

"The course offered a good mix of work that put the student into the role of a marketer."

MA Marketing

Frederike Damme

Frederike Damme

"I found the course challenging, interesting and varied. "

MA Marketing