University of Stirling

University of Stirling


The course provides students with an understanding of the concepts and systems underlying marketing practice and allows students to develop their skills of diagnosis and implementation in marketing management and research processes. On completion students will be able to: Nurture and consolidate a customer-focused management approach in a variety of different market settings, organisation types and policy situations; design, plan, implement and evaluate research-based marketing strategies; gain exposure to ethical issues that arise from marketing activities and to understand the impact marketing has on society in general; conduct research into contemporary marketing practice. Students will graduate with a broad understanding of the operational areas of marketing and their functions within organisations. During the taught modules, students explore a comprehensive range of issues faced by marketing managers and executives, and compare different approaches to understanding this important area of modern business. A particular strength of the MSc Marketing is that it promotes understanding and critical strategic analysis of consumers and organisations from an international perspective. Ethical decision-making and the ability to identify potential ethical issues are highlighted. Students are introduced to techniques and tools to better understand themselves as well as core target markets. As part of learning, students will be given the opportunity to apply their new evidence based in-sights to real world marketing projects for industry players.

Entry requirements

A minimum of a 2nd Class Honours degree (2.1 preferred) or equivalent. Applicants without these formal qualifications but with significant appropriate/relevant work/life experience are encouraged to apply. If English is not the applicant's first language, evidence of proficiency must be provided such as a minimum IELTS score of 6.0 (5.5 in all bands). If applicants do not meet the required score it may be possible to register for one of our pre-sessional English courses. To register applicants must hold a conditional offer for a course and have an IELTS score 0.5 or 1.0 below the required standard.

Course modules

Semester 1: Responsible marketing management; strategic marketing practice; marketing communications and the consumer. Semester 2: Marketing management applications; contemporary issues in marketing.

Assessment methods

Much of the assessment is continuous and may include: research reports; essays; briefings; management reports; case analyses; debates; literature reviews; marketing communication plans; poster sessions and presentations. Assessed work is often conducted in groups, as developing teamwork and communication skills are seen as important.


Qualification Study mode Fee Course duration
MSc Full-time £ 7,000 per Academic year (home fees) 12 months
MSc Full-time £ 12,900 per Academic year (overseas fees) 12 months

Campus details

Campus name Town Postcode Region Main campus Campus Partner
Stirling Campus Stirling FK9 4LA Scotland

Key information

Student Recruitment, Admissions and International Affairs
Telephone number: 
01786 467046