Marketing - MSc
Take a strategic step towards a dynamic career as a marketing specialist and elevate your skills and understanding on our comprehensive Marketing MSc. You’ll gain expertise in core marketing themes such as brand strategy, consumer analytics and digital marketing, and enhance your practical experience through opportunities to work hands-on with an organisation and work placements. This equips you with the skills to succeed in the constantly advancing world of marketing, effectively meeting customer needs and helping organisations to thrive in a fiercely competitive business environment.
Month of entry
- September, January
Mode of study
- Full time
Fees for 2026/27 academic year
- UK - Full time £11,700 per year.
International - £18,200 per year.
Fees
Duration of study
- Full time: 1 year | 'With placement': +6–12 months
This course is no longer accepting applications from international students for the 2026/27 academic year.
Why study Marketing at Keele University?
About the course
Whether you’re working as a brand manager, market research analyst or digital marketing strategist you’ll need excellent marketing know-how to navigate the diverse challenges and exciting opportunities that come your way.
We’ve designed the Marketing MSc to balance the study of marketing’s fundamental topics and their practical application provide you with expertise that can open doors to diverse career opportunities, such as creative director, brand manager, or content creator.
You’ll analyse consumer behaviour, encompassing the psychological, social and ethical factors that shape consumer decisions. The multifaceted area of brand management is examined, gaining practical skills in applying brand concepts and reflecting on ethical and sustainability considerations. To develop your innovative thinking and practical marketing skills you’ll explore the critical role of creativity in producing distinctive and impactful marketing strategies targeted at diverse audiences. You’ll also gain essential skills to manage the complexities of marketing internationally, from global market segmentation and positioning to competitive strategies with a focus on what the ethical and cultural influences may be.
Central to this programme is a strong focus on advancing your professional development and providing practical industry engagement opportunities, strategically enhancing your employability. You’ll connect with experienced professionals, gain insights into the latest trends in your chosen field and have the opportunity to work directly with an organisation to develop solutions for a current business issue, gaining valuable real-world skills.
Our programme provides the flexibility to align your studies to your career aspirations through a core Professional Project. You can choose to undertake a research project, consultancy project, or a strategic business proposal. If you’ve chosen our Marketing with Placement route, this follows taught elements of the programme and you'll be supported in identifying a suitable placement opportunity.
Sustainability, ethics and responsible business practices are embedded throughout and by completing Keele Business School’s Sustainability Passport you’ll demonstrate your ability to incorporate sustainability practices in a professional context.
Located in an innovation park that fosters collaboration between academia and industry, Keele’s campus offers a supportive learning environment designed to prepare you to excel in the dynamic world of global business.
Professional Accreditation
Professionally accredited by the Chartered Institute of Marketing (CIM), the leading professional body for marketers worldwide, our master’s degree has been developed alongside CIM’s learning outcomes to ensure that course content is aligned to industry requirements.
Course structure
If you choose the 'with Placement' route, you will complete a 6-12 month placement module after the taught element of your programme.
What you will study
The module details given below are indicative, they are intended to provide you with an idea of the range of subjects that are taught to our current students. The modules that will be available for you to study in future years are prone to change as we regularly review our teaching to ensure that it is up-to-date and informed by the latest research and teaching methods, as well as student voice. The information presented is therefore not intended to be construed and/or relied upon as a definitive list of the modules available in any given year.
Compulsory modules
Business Consultancy Project (15 credits)
In the Business Consultancy Project, you will build foundational skills and gain practical experience by working directly with a real organisation to develop solutions to real-world challenges. You will learn to engage with businesses, frame organisational issues, and apply creativity and innovation. This module develops core skills in collaboration, communication, and problem-solving, preparing you for the Professional Project and Placement. It provides a strong foundation for success in other areas of the programme.
Professional Development and Industry Insights (15 credits)
This module helps you explore the industry you want to work in, including its structure, recruitment practices, and key trends. You will assess your own skills and experiences, identifying how you align with the industry’s needs and expectations. Through active learning, reflective activities, and guest speaker insights, you will develop practical knowledge and career planning skills. The module supports your progression into the Business Consultancy Project, Professional Project, and Placement, preparing you for future opportunities.
Consumer and Marketing Analytics: From Insights to Action (30 credits)
Unlock the secrets of consumer choices and transform data into actionable insights, with Consumer Behaviour and Marketing Analytics: From Insights to Action. You will explore consumer behaviour, psychological and social influences, and ethical issues. You will also dive into marketing analytics and research, mastering data collection and analysis techniques. You will learn to develop and present valuable consumer insights with confidence.
Strategic Branding (15 credits)
You will explore the multifaceted nature of branding across B2B, services, and digital landscapes. This module examines brand strategy and identity, emphasising their influence on organisational direction. You will gain practical skills in brand management, with a focus on ethical considerations and sustainability. Through case studies and assessments, you will learn to analyse and apply key branding concepts. This module equips you with the expertise to navigate diverse roles and challenges in today’s dynamic and evolving branding environment.
Strategic Marketing in a Global World (30 credits)
This module equips you with essential skills to navigate the complexities of international markets. You will explore strategic marketing planning, competitive strategies, global market segmentation, and positioning, with a strong emphasis on ethical and cultural considerations. The module enables you to develop and implement effective marketing mix strategies, ensuring the successful evaluation and control of marketing efforts. By addressing challenges in a dynamic global environment, this module prepares you to lead strategic marketing initiatives effectively.
Creative Marketing: Process and Impact (15 credits)
This module examines the critical role of creativity in marketing, equipping you with innovative thinking techniques and practical skills to drive marketing success. It covers key topics such as creative processes, storytelling, digital creativity, cross-cultural influences, and collaborative approaches. You will learn to design and execute distinctive marketing strategies that provide a competitive advantage. This module empowers you to craft impactful marketing campaigns that resonate with diverse audiences and adapt to dynamic market environments.
Professional Project (45 credits)
In the Professional Project, you will undertake an independent piece of work that builds on academic and practical skills developed throughout the programme. You can choose from three routes: a research project, a consultancy project, or a strategic business proposal, aligned to your career aspirations. We will support you in preparing for your chosen path with essential research or consultancy skills. The module culminates in a detailed write-up and reflective analysis, showcasing your expertise and professional growth.
Research Methods (15 credits)
The research methods module will develop your analytical and research skills to develop competencies for future work based research and consultancy work. The module provides the essential guidance in conducting the research and problem solving activities that you will undertake as part of your summative dissertation/work based project/work placement or entrepreneurship project. The module includes how to scope a research or problem solving project, exploring underlying assumptions, designing an appropriate methodological approach and examining the ethical concerns of any research or problem solving project. The module will enable you to examine and apply appropriate paradigms for your sector and context, develop knowledge of the various research styles available to researchers, and explore epistemological rationales and ethical implications. In so doing you will develop an understanding of the potential strengths and weaknesses of each research style so as to enable the critical selection and use of the most appropriate research style, in the light of your chosen dissertation/work based project/work placement or entrepreneurship project.
"I felt a great sense of belonging that stemmed from the supportive network that the University provides for all of its students. During my studies, I found that my lecturers' were always willing to offer additional help and guidance when asked which helped me, and many others, to flourish and achieve our academic potential. "
Entry requirements
The following section details our typical entry requirements for this course for a range of UK and international qualifications. If you don't see your qualifications listed, please contact us to find out if we can accept your qualifications.
Typical offer
Please ensure that you read the full entry requirements by selecting your qualifications from the dropdown menu below. This will include any subject specific, GCSE/Level 2 Maths, and English language requirements you may need.
Please select your country from the drop-down list below for the full entry requirement information
UK
2:2 degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Algeria
12/20 or Assez Bien degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Bahrain
Bachelor's degree with a minimum CGPA of 2.7/4.0 in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Bangladesh
60% in a 4-year degree or 3-year degree with a 2-year Master's in any subject from a public university or CGPA 2.8 in a 4-year degree or 3-year degree with a 2-year Master's in any subject from a private university
or
demonstrated relevant professional qualifications or experience
We don’t accept degrees from certain universities, please see our Bangladesh Country Page for more information
You will also need: an English language qualification (see below)
Canada
70% or C or a GPA of 2.5 in a degree (Ordinary or Honours) in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
China
70% in a degree in any subject or 65% in a degree in any subject from a '211' university
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Egypt
Bachelor degree from a Public or Private University with 65%/CGPA = 2.7/Good in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Ghana
Second class degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Hong Kong
Bachelor's Honours degree with 2:2 or CGPA of 2.5 OR Bachelor Ordinary degree with a CGPA of 3.4 in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
India
55% or CGPA 6/10 in any degree of three years or longer
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Kenya
Second class degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Kuwait
Bachelor's degree with a minimum CGPA of 2.75/4.0 or 3.5/5.0 in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Nepal
60% / 2.4 in a 4-year Bachelor's degree in any subject
or
65% / CGPA 2.8 in a 3-year Bachelor's degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Nigeria
Second class degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Oman
Bachelor's degree with a minimum CGPA of 2.5/4.0 in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Pakistan
We accept a range of qualifications from Pakistan. Please visit our Pakistan Country Page for more information
or we will consider demonstrated relevant professional qualifications or experience
You will also need an English language qualification (see below)
Qatar
Bachelor's degree with a minimum CGPA of 2.75/4.0 in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
South Africa
Second class division 2 / 60% in a Bachelor's degree with Honours in any subject
or
Second class division 1 / 70% in an Ordinary Bachelor's degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Sri Lanka
55% in a Special Bachelor's degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Turkey
A CGPA of 2.5/4.0 in a Bachelor degree (Lisans Diplomasi) in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
UAE
Bachelor's degree with a CGPA of 2.5/77%/B- in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Uganda
Second class degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
USA
Bachelor's degree with a minimum CGPA of 2.6 in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Zimbabwe
Second class degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Pre-Master's in Business
The Keele University International College offer a one semester Pre-Master's in Business programme for international students who do not meet the traditional entry requirements for a postgraduate business degree at Keele University.
Please visit the Keele University International College for more information on how to apply, entry requirements and course details.
English language requirements
All of our courses require an English language qualification or test. For most students, this requirement can be met with a 4 or C in GCSE English. Please see our English Language guidance pages for further details, including English language test information for international students. For those students who require an English language test, this course requires a test from Group B.
References
Normally, you will need to provide at least one academic reference to support your application unless you have been out of study longer than two years. If it has been more than two years since you last studied on a degree-level programme, you will normally need to provide an employment reference instead. For more information about Academic References, please see our Postgraduate how to apply web pages.
Personal Statement/Statement of Purpose
Please see our Postgraduate how to apply web pages for guidance on what to include in your personal statement.
Recognition of Prior Learning
The Recognition of Prior Learning (RPL) is a process which enables applicants to receive recognition and formal credit for learning acquired in the past through formal study or work and life experiences.
RPL can also be requested for admission onto the start of a programme in lieu of the admission requirements. For more information, see our Recognition of Prior Learning web pages.
Professional qualifications and work experience
The majority of our courses will consider relevant work experience and/or professional qualifications at the appropriate level, as an alternative to an undergraduate degree for entry. The work experience should be for a sustained period and at a suitable level, based within a relevant sector to your chosen course.
Admissions staff will review your work experience and/or professional qualifications during the assessment of your application to ensure suitability in terms of relevancy, level and appropriate learning outcomes.
General information
The entry grades outlined in this section indicate the typical offer which would be made to candidates, along with any subject specific requirements. This is for general information only. Keele University reserves the right to vary offer conditions depending upon a candidate's application. For international students, find out how we work with approved agents as part of our admissions process.
PRME Champions
Keele Business School is proud to have been selected for the 2026-2027 cohort of PRME Champions - a global collective of business and management schools who are dedicated to raising the bar for sustainable business education. Learn more about the Principles for Responsible Management Education (PRME) Champions Programme: PRME Champions | UNPRME
Postgraduate funding and scholarshipsFees, funding and scholarships
Fees
2026/27 academic year
For start dates between September 2026 and July 2027.
| Type of study | Fees (per year) |
|---|---|
| UK - full time | £11,700 |
| International - full time | £18,200 |
2027/28 academic year
For start dates between September 2027 and July 2028.
| Type of study | Fees (per year) |
|---|---|
| UK - full time | £12,200 |
| International - full time | £21,800 |
For continuing students, fees will increase annually by RPIX, with a maximum cap of 5% per year.
Placements: The placement year fee for students on a 'with Placement' programme will be £1,955 for 2026/27 entrants and £2,010 for 2027/28 entrants.
Funding
Whether you're continuing from undergraduate study or returning to education, our dedicated financial support team is here to help.
Please note, if your course offers a January start date, the January 2026 start date falls in the 2025/26 academic year. Please see the tuition fees archive for the 2025/26 fees.
Planning your funding
It's important to plan carefully for your funding before you start your course. Please be aware that not all postgraduate courses and not all students are eligible for the UK government postgraduate loans and, in some cases, you would be expected to source alternative funding yourself. If you need support researching your funding options, please contact our financial support team.
For continuing students, fees will increase annually by RPIX, with a maximum cap of 5% per year.
Scholarships
We know that understanding what support is available for postgraduate students is an important step in planning your future and we are committed to rewarding excellence and potential.
Visit our scholarships and bursaries webpage to find out more about our scholarships, including:
- Keele Global Scholarship – up to £5000 tuition fee discount for international students (2027/28)
- Keele Graduate Scholarship – up to £3000 tuition fee discount for home students (2027/28)
Terms and conditions apply.
Additional costs
Optional costs
There may be optional costs that students can choose to incur to enhance their learning experience. These are not required to complete the course. Details of these optional costs are outlined below to help you plan accordingly.
Students may also incur general expenses related to university study, such as for printing, textbooks and other materials. Students who undertake a placement may be responsible for additional costs, such as travel, accommodation, and subsistence costs. For further information, please refer to the additional costs information.
- travel/subsistence for client visits or business engagement you choose to undertake
- discretionary project expenses (e.g. travel for interviews, data purchase)
- optional UK/international study visits (including travel, accommodation, insurance)
- optional professional memberships/certifications, competitions, conferences, printing, and any premium software or equipment you elect to use are also at your own cost.
Funding or subsidies may occasionally be offered but are not guaranteed and may change vary from year to year. The School may amend or withdraw optional activities if needed necessary.
Co-located with businesses
As a Keele Business School student, you will study alongside innovative companies that are based in the business school building, a hub for fostering networks and linking with industry.
Internships, enterprise and knowledge exchange opportunities
Keele Business School is located at the heart of the Keele University Science & Innovation Park, one of the leading developments of its kind in the UK. The Park offers companies a business environment that provides an innovative research culture, combined with academic expertise and the University’s specialist resources, with a variety of opportunities for students to get involved, from internships, knowledge exchange partnerships, and student enterprise initiatives.
Postgraduate Study at Keele Business School
As a postgraduate student at Keele Business School you will benefit from being taught in small groups by lecturers who are recognised experts in their fields.
Teaching, learning and assessment
How you'll be taught
Teaching on our Marketing MSc combines interactive and applied learning methods to create a dynamic and engaging experience. You’ll benefit from interactive, in person lectures, small group tutorials, and web-based learning via the Keele Learning Environment (KLE). Independent study is encouraged, allowing you to explore your interests in greater depth, while reflective practice helps you evaluate and enhance your learning journey. Communication and teamwork skills are developed through peer-assisted learning and collaborative projects. Additionally, you’ll engage with real-world scenarios through live business challenges, company visits, and guest lectures, gaining valuable insights directly from industry professionals.
How you'll be assessed
You will be assessed using a wide variety of methods which reflect the breadth of the knowledge and skills you will have developed on the programme, including creative briefs, group assignments, marketing plans, presentations, exercises, research, portfolios and reports.
