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Marketing Management, MSc
Introduction
This programme is accredited by the Chartered Institute of Marketing, the leading professional body for marketers worldwide. It offers you the opportunity to gain a professional qualification that is highly sought after by employers and the course content is designed to ensure you will be fully equipped to take advantage of the best opportunities for a successful marketing career.
This programme is also available to study online.
Study Information
Study Options
- Learning Mode
- On Campus Learning
- Degree Qualification
- MSc
- Duration
- 12 months or 24 months
- Study Mode
- Full Time or Part Time
- Start Month
- January or September
- Location of Study
- Aberdeen
You will develop advanced knowledge of marketing strategies, principles, models, theories and practices, and pick up a practical skill-set that is directly applicable to the workplace across a wide range of sectors.
Our 'conversion' Master's can be completed in a single year, from any undergraduate discipline, and offers all the elements of a high-level Master's degree within an innovative and stimulating programme structure. Our approach to learning ensures that our MSc in Marketing stays current with industry developments. The programme is built around the very latest marketing research insights into what employers need, current expert thinking and real-world practical experience.
The University of Aberdeen is a leader in teaching and research in the field of business and management and this programme builds on our considerable strengths in these areas. The Department of Business Management is also home to The Africa-Asia Centre for Sustainability research centre. The centre was established on a commitment to undertaking inter and trans-disciplinary research in which expertise across disciplines will be integrated together in order to forge new understanding and new ways of addressing critical sustainability and global grand challenges within the context of the African and Asian regions.
Available Programmes of Study
* The University continues to monitor advice regarding the coronavirus (Covid-19) outbreak. Please note that Industry Weeks may be subject to change, where we may be unable to hold physical events on campus, alternative virtual events will be scheduled in their replacement. The University will continue to share regular updates with students and staff, for the latest information please visit our dedicated coronavirus webpage.
- MSc
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Marketing Management
Qualification Duration Learning Mode Study Mode Start Month LocationMSc 12 months On Campus Learning Full Time September Aberdeen MoreMSc 12 months On Campus Learning Full Time January Aberdeen MoreProgramme Fees
Fee information Fee category Cost EU / International students £27,000 Tuition Fees for 2024/25 Academic Year UK £15,700 Tuition Fees for 2024/25 Academic Year Stage 1
Compulsory Courses
- Getting Started at the University of Aberdeen (PD5506)
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This course, which is prescribed for all taught postgraduate students, is studied entirely online, is studied entirely online, takes approximately 2-3 hours to complete and can be taken in one sitting, or spread across the first 4 weeks of term.
Topics include University orientation overview, equality & diversity, MySkills, health, safety and cyber security, and academic integrity.
Successful completion of this course will be recorded on your Transcript as ‘Achieved’.
- Marketing Management (BU551H)
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15 Credit Points
The course will apply theoretical and practical content to explore the key concepts of Marketing in Management to provide students with an understanding of, coordinating and controlling marketing activities. The aim is to provide you with an understanding of the role of marketing and relevant critical strategies in establishing, developing and maintaining customer value.
- Strategic Marketing (BU5553)
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15 Credit Points
The course aims to provide participants with a critical understanding of the nature and articulation of the marketing function within modern organisations, and an appreciation of the relative contribution of specific marketing tools to the development of a market orientation.
On completion of the course students will be able to:
1. Critique the key principles and concepts of marketing.
2. Evaluate the role of marketing to modern organisations in private and public sectors.
3. Understand the integration of the marketing function with other organisational functions.
4. Assess the role of identified marketing techniques
- Consumer Behaviour (BU556B)
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15 Credit Points
This theoretically informed and practical course aims to explore the key concepts and theories of consumer behaviour. At the end of the course students will have an understanding of:
- The activities individuals undertake when obtaining, consuming and disposing of products and services
- The consumer as an individual: Understanding motivations, psychographics, demographics and cognitive processes.
- Social and group aspects of consumer behaviour: The role of friends, family and reference groups.
- This will be achieved through a combination of lectures, seminars and directed private study.
- Research Practice (BU5583)
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15 Credit Points
This course introduces students to what is involved in undertaking business research in practice. Within lectures, tutorials and workshops students will develop an understanding of: Information retrieval and critical analysis; Philosophical issues in the construction of knowledge; Accessing and gathering quantitative and qualitative data; Data analysis; Student/Supervisor expectations.
Stage 2
Compulsory Courses
- Marketing Dissertation (BU596G)
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60 Credit Points
This course enables students to develop a nuanced understanding of a topic of their choice that is related to marketing management and to create an individual piece of research.
Stage 3
Compulsory Courses
- Marketing Communications (BU506D)
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15 Credit Points
Through a combination of lectures, tutorials, workshops, debates and in-course assessment, this course encourages students to critically reflect upon: Social theory and its relevance to marketing communications; Concepts and contemporary thought within the practice of marketing communication; expressive practice.
- Digital Marketing (BU506E)
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15 Credit Points
The course provides both a strategic orientation and tactical orientation:
Strategic:
§ How to align digital strategy with a wider business strategy
§ The value that (internal and external) research and analytics can bring to digital marketing decisions
Tactical:
§ Assess the quality of any website based on a range of important measures
§ Benchmark a website’s performance against online competitors
§ Investigate the potential of a business idea for a given market sector
§ Present digital marketing research and advice to a generalist audience
§ Understand the potential commercial value of social media
§ Interpret onsite analytics in support of business objectives
- New Product and Service Development (BU506F)
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15 Credit Points
Innovation is at the forefront of much of the current economic and political debate to improve the competitiveness of economies and firms. This course will focus on the role of new product development in enabling firms to generate competitive advantage, and the types of problems faced by firms in their innovation management. In particular this course blends the perspectives of marketing, design and manufacturing into a single approach to product development. It provides students with an appreciation for the realities of industrial practice and introduces sets of product development methods that can be put into immediate practice on development projects.
- International Marketing (BU501Y)
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15 Credit Points
The course is designed to enrich student’s knowledge on how to market a business in international environment. The objective of the course is to inform students ability to analyse international environment and develop relevant marketing plan and strategies for a successful business.
MSc 24 months On Campus Learning Part Time September Aberdeen MoreMSc 24 months On Campus Learning Part Time January Aberdeen More
We will endeavour to make all course options available. However, these may be subject to change - see our Student Terms and Conditions page.
Fee Information
Additional Fee Information
- Fees for individual programmes can be viewed in the Programmes section above.
- In exceptional circumstances there may be additional fees associated with specialist courses, for example field trips. Any additional fees for a course can be found in our Catalogue of Courses.
- For more information about tuition fees for this programme, including payment plans and our refund policy, please visit our Tuition Fees page.
Funding Opportunities
The University of Aberdeen provides an Alumni Discount Scheme:
The University of Aberdeen is very pleased to offer a 20% discount on postgraduate tuition fees for all alumni who have graduated with a degree from the University of Aberdeen. More Information can be found here.
Scholarships
Self-funded international students enrolling on Postgraduate Taught (PGT) programmes for January 2025 will receive one of our Aberdeen Global Scholarships, ranging from £3,000 to £8,000, depending on your domicile country. Learn more about these Aberdeen Global Scholarships here.
From September 2025 all eligible self-funded international Postgraduate Masters students will receive an £8,000 scholarship. Learn more about this Aberdeen Global Scholarship here.
To see our full range of scholarships, visit our Funding Database.
How You'll Study
You will study a mix of highly effective learning techniques from modern to traditional, including small-group workshops, lectures, computer-based simulations, exams, interpersonal role-plays, negotiating workshops and marketing pitch presentations.
Learning Methods
- Group Projects
- Individual Projects
- Lectures
- Seminars
- Tutorials
Assessment Methods
Our programme employs a variety of assessment methods which are designed to assess knowledge, competencies and skills that are required in the role of a modern marketer.
You’ll attend a variety of stimulating lectures, seminars and tutorials, with your skills and competency assessed by a mix of presentations, traditional exams, essays and projects.
Why Study Marketing Management?
- This advanced Master's programme, accredited by the globally recognized Chartered Institute of Marketing (CIM), adopts an innovative approach by integrating the latest insights from marketing research, expert perspectives, and hands-on experience. It offers the opportunity to attain a coveted professional qualification, ensuring you are well-prepared for a thriving marketing career.
- Students will develop advanced knowledge of marketing strategies, principles, models, theories, and practices that are directly applicable to the workplace across a wide range of sectors.
- Immerse yourself in industry-specific assignments, crafting solutions and recommendations for contemporary challenges.
- The University of Aberdeen was ranked 12th in the UK in the Guardian University Guide 2025 and 15th in the Times and Sunday Times Good University Guide 2025
- Ranked 15th in the UK for Business, Management and Marketing in the Times and the Sunday Times Good University Guide 2025
- Obtain a professional qualification highly sought after by employers, and the course content is designed to ensure that students are fully equipped to take advantage of the best opportunities for a successful marketing career.
- Our programme welcomes graduates from any discipline – no prior business degree required.
- With a community of over 130 nationalities at the University of Aberdeen, students are immersed in an environment that enables international discourse creating truly global exchanges, generating deep insights that spark innovative change.
What Our Students Say
Entry Requirements
Qualifications
The information below is provided as a guide only and does not guarantee entry to the University of Aberdeen.
This programme is open to graduates from any discipline and does not require business or management study to be completed at undergraduate level.
Our minimum entry requirement for this programme is a degree at 2:2 (lower second class) UK Honours level (or a degree from a non-UK institution which is judged by the University to be of equivalent worth).
Please enter your country to view country-specific entry requirements.
English Language Requirements
To study for a Postgraduate Taught degree at the University of Aberdeen it is essential that you can speak, understand, read, and write English fluently. The minimum requirements for this degree are as follows:
IELTS Academic:
OVERALL - 6.5 with: Listening - 5.5; Reading - 6.0; Speaking - 5.5; Writing - 6.0
TOEFL iBT:
OVERALL - 90 with: Listening - 17; Reading - 21; Speaking - 20; Writing - 21
PTE Academic:
OVERALL - 62 with: Listening - 59; Reading - 59; Speaking - 59; Writing - 59
Cambridge English B2 First, C1 Advanced or C2 Proficiency:
OVERALL - 176 with: Listening - 162; Reading - 169; Speaking - 162; Writing - 169
Read more about specific English Language requirements here.
Document Requirements
You will be required to supply the following documentation with your application as proof you meet the entry requirements of this degree programme. If you have not yet completed your current programme of study, then you can still apply and you can provide your Degree Certificate at a later date.
- Degree Transcript
- a full transcript showing all the subjects you studied and the marks you have achieved in your degree(s) (original & official English translation)
- Personal Statement
- a detailed personal statement explaining your motivation for this particular programme
Aberdeen Global Scholarship
Eligible self-funded Postgraduate Taught (PGT) students will receive the Aberdeen Global Scholarship. Explore our Global Scholarships, including eligibility details, on our dedicated pages.
January 2025 September 2025Careers
If you are looking for a challenging and exciting career in Marketing that combines an entrepreneurial attitude with a results-driven, hands-on approach, then this is the programme for you. Marketing is a core function in virtually every organisation, both commercial and public, and our Master’s degree has been designed to prepare you for a wide range of Marketing roles in areas such as:
- advertising
- branding,
- CRM marketing
- digital marketing,
- international marketing
- market research
Industry Links
Students have gone on to take Internships with North Granite Gin, Aberdeen Performing Arts & Tedenka.
Experience three Professional Development Weeks annually, providing you with valuable opportunities to enhance your skills and career prospects. Additionally, participate in our Careers Fair, where you can interact with potential employers, explore diverse career paths, and make connections that can shape your professional journey.
Accreditation
Our programme is accredited by the Chartered Institute of Marketing (CIM) and will equip you with all the skills required for a successful marketing career.
The Business School is EQUIS accredited, placing it among a select group of globally recognised institutions. Out of over 15,000 business schools worldwide, only around 200 schools across 45 countries have attained this distinction.
This degree holds accreditation from
Our Experts
You will be taught by and have access to a number of experts, many of whom are internationally renowned within their respective fields. These will include members of the Africa-Asia Centre for Sustainability.
For more details on academic experts and those who will be teaching within your programme discipline please visit the People section of the Business School website.
- Other Expert
- Dr Tim Stone, The University of Aberdeen
- Programme Leader
- Huda Khan, The University of Aberdeen
Information About Staff Changes
You will be taught by a range of experts including professors, lecturers, teaching fellows and postgraduate tutors. However, these may be subject to change - see our Student Terms and Conditions page.
World Class Facilities
The University of Aberdeen, established in 1495, is Scotland’s third oldest and the UK’s fifth oldest University. The university’s ancient campus reflects its long-standing academic tradition, with historic buildings such as King's College, which dates back to the 15th century. This blend of ancient architecture and modern facilities creates a unique atmosphere where students can experience the best of both tradition and innovation.
Sir Duncan Rice Library
The University’s award winning Sir Duncan Rice Library is listed in the “Top 20 spellbinding University libraries in the World”. It contains over a million volumes, more than 300,000 e-books and 21,000 journals.
Find out more
Aberdeen City
Named Scotland's Safest University City (Unbroken Britain Survey, Provident Financial, 2018) and is in the top 10 in the UK for places to live and work (PricewaterhouseCoopers, 2018).
Affordability
Aberdeen has been named the cheapest place for students to rent private accommodation in the UK. In 2024, StuRents reports that the average price of a student private rental property in the Granite City was just over £96 a week.
Get in Touch
Contact Details
- Address
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Business School
University of Aberdeen
MacRobert Building
King Street
Aberdeen
AB24 3FX