MSc in Marketing

This programme runs for one academic year, starting in mid-September and ending in August. At the start of the programme, you study compulsory courses, which are undertaken in semester one. These are the foundation upon which the whole MSc is built and ensure a common basis of knowledge across the different areas.

A comprehensive Welcome Week provides an introduction to the programme, the School, and the University. Designed to be both informative and fun, it enables you to get acquainted with your classmates.

Through the selection of various option courses, you can tailor your studies towards your career interests.

Finally, your MSc dissertation brings all of the year’s learning together in a piece of work unique to each student.

To give you an idea of what the programme structure and courses might consist of, the below information details the structure and courses for this programme in 2022/23.

• Semester 1 - September–December
  • Compulsory courses
    • Consumer Behaviour
    • Marketing Decision Analysis
    • Marketing Research
    • Principles of Marketing Management
• Semester 2 - January–May
  • Compulsory course
    • Marketing Applications
  • Option courses* - Choose 3 or 4
    • International Marketing Strategy
    • Marketing Communications
    • Marketing in a Digital World
    • Marketing of Services
    • Understanding Brands
• Summer - June–August
  • Dissertation

*We will notify applicants of any changes to the programme structure and courses by 15 June in the year of entry to the course. We cannot guarantee that all option courses will run each year and occasionally there will be last-minute amendments after this date due to unforeseen circumstances such as staff illness.

The content of individual courses and the programme for any given degree are under constant academic review in light of current circumstances and may change from time to time, with some programmes and courses being modified, discontinued, or replaced.

Due to high demand, we cannot guarantee students a place on the optional course of their preference. Equally, if there is not enough interest in a given year for an option course then it may not be viable for us to run that particular option course. Some combinations of option courses may not be possible due to scheduling constraints.

Rankings

• 13thin the QS World Rankings for Marketing 2022
• 16thin the QS World University Rankings 2022

Learning Outcomes

Aimed at graduates from a general business or management-related discipline, the programme aims to produce critical, reflective marketers and emphasises the integration of theory and practice with the skills and knowledge required by employers.

Knowledge and Understanding

By the end of the programme, students will be able to:

• Critically evaluate the key analytical frameworks and tools used in marketing
• Apply key marketing theories, frameworks and tools to solve Marketing problems
• Utilise information on a firm's external and internal marketing environment to identify and prioritise appropriate marketing strategies
• Exercise critical judgement through engagement and reflection with existing marketing literature and new developments in the marketing environment
• Critically evaluate the marketing function and the role it plays in achieving organisational success both in commercial and non-commercial settings
• Evaluate and act upon the ethical and environmental concerns linked to marketing activities

Graduate Attributes

By the end of the programme, students will be able to:

• Identify, define and analyse problems and identify or create processes to solve them
• Exercise critical judgement in creating a new understanding
• Critically assess existing understanding and recognise the need to regularly challenge all knowledge
• Identify and apply new ideas, methods and ways of thinking
• Respond effectively to unfamiliar problems in unfamiliar contexts
• Advance reasoned and factually supported arguments effectively in written work and oral presentation
• Work effectively with others, capitalising on their different thinking, experience and skills
• Identify and evaluate social, cultural, global, ethical and environmental responsibilities and issues
• Demonstrate skills in time management

Career Development

Marketing graduates from the University of Edinburgh are highly sought after globally. Our dedicated Student Development Team within the Business School will be an integral part of your student experience from day one. We are here to help you become equipped to maximise your potential in the global market.

Graduate Employment

The MSc in Marketing offers students an in-depth and balanced study of the marketing discipline. It aims to produce critical, reflective practitioners for a variety of destinations including commerce, the public sector and academic institutions.

The programme could lead to a multitude of roles, including

• Advertising Managers
• Brand Managers
• Digital Marketing Managers/Executive
• Market/Data Analyst
• Marketing Fundraisers
• Media Managers
• Public Relations Managers
• Sales Directors