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


The MA Marketing aims to develop knowledge and skills required for a successful career in marketing. The program will help you to develop a critical appreciation of key areas in marketing. You will gain an in-depth understanding of marketing management and will also learn about research methods, including techniques of data collection and analysis. You will be equipped with well-rounded, analytical, reflective and transferrable skills to enhance your employability.

The degree is designed with flexibility to allow you to select a range of elective modules throughout the programme which will help you to develop interests and skills in a specific area.

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 will have teaching and learning approaches designed to accommodate significant theoretical issues, whilst modules such as Marketing Management 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.

The programme also provides you with the opportunity to choose between doing a Masters dissertation or carrying out an applied company research project in the third semester to further develop your critical thinking and practical skills.

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

You will need at least a second class honours degree 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

Semester 1: 

Core Modules:
  • Introduction to Research
  • Marketing Management
  • Consuming Behaviours
  • Accounting for Decision Making
Optional Core Modules
  • Operations Management and Supply OR
  • Globalisation and International Management

In the second semester (January to May) you will take four modules

Semester 2: 

Core Modules:
  • Strategy and Information Management
  • Contemporary Issues in Marketing
Optional Core Modules:
  • Research Methods OR
  • Creativity and Personal Development
Elective Modules:

Choose one from the following;

  • Marketing Communications
  • Entrepreneurship
  • Branding

The availability of elective modules will be determined by demand and staff availability.

Semester 3: 

  • Dissertation or 
  • Applied Company Research Project
Exit Routes from the Award

The final award will depend on the credits achieved and the modules taken:

  • 8 module passes plus dissertation or applied company research project (180 credits).
Postgraduate Diploma
  • 8 module passes (120 credits)
Postgraduate Certificate
  • 4 module passes (60 credits)

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 applied company research project 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

Keele University has joined forces with CIM (Chartered Institute of Marketing) to give students the opportunity to gain professional qualifications through the CIM Graduate Gateway. CIM qualifications are highly sought after by employers, and their content is reflected in our own degrees which ensures we are equipping students with the best opportunities for a successful marketing career.

The CIM is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners.

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