The online MSc Strategic Marketing Practice is aimed at students based both in the UK and around the world. To meet the entry requirements, applicants must have (or, if still completing their undergraduate studies expecting to achieve) a minimum of an Upper Second Class Honours (2:1) UK undergraduate degree, a postgraduate diploma from a UK university, or a recognised equivalent international qualification.

The University of Birmingham’s online MSc Strategic Marketing Practice teaches a combination of traditional marketing principles, theory, and practice; strategy and planning, digital marketing and innovation; and data and analytics – all through a global lens and informed by ethical, social, and sustainability considerations.

As you progress through the programme, you will complete modules that explore topics critical to an increasingly globalised and connected marketing industry. You will also have the flexibility to pick four modules that align with your professional interests and career aspirations, as well as choose your dissertation topic accordingly.

The MSc Strategic Marketing Practice consists of 180 credits made up of 12 modules (10 credits each) and a 60-credit dissertation module. There are five optional modules from which you can choose four, depending on your professional interests and goals.

• Strategic Marketing

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  Critically evaluate key concepts, theories, and practical frameworks and techniques for effective strategic market analyses. Develop a market-led strategy of sustainable competitive advantage.

• Consumer Psychology

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  Demonstrate a thorough understanding and be able to critically evaluate consumer behaviour theories and concepts and the underlying psychological processes. Critically discuss ethical considerations and the impact of consumer insights and marketing practices on individuals and society.

• Responsible Marketing

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  Demonstrate understanding of the ethical, social, and sustainability issues and challenges in marketing and consumption. Apply relevant theoretical frameworks to diagnose and solve ethical dilemmas in marketing and create responsible, social, and sustainable marketing and consumption alternatives.

• Mastering Digital Marketing

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  Develop an understanding of various digital marketing channels and critically assess modern digital trends and theories, integrating responsible approaches to drive innovation. Analyse key performance indicators and metrics to optimise digital marketing efforts and performance while aligning strategies with ethical considerations.

• Global Marketing Strategies

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  Critically discuss the scope and development of contemporary theory and practice, the complexity of international marketing, and the challenges facing international marketing organisations. Appraise the ethical and societal impacts of international marketing practices and the roles and responsibilities of both consumers and firms.

• Applying Technology in Marketing

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  Explore the emerging marketing technologies including AI tools to apply and personalise marketing efforts and enhance customer experiences. Critically evaluate the ethical implications and potential risks associated with the use of new technologies in marketing.

• Becoming an Influential Leader in Marketing

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  Reflect and critique leadership styles and personal branding. Critically evaluate socially responsible leadership theory and practice. Cultivate leadership skills specific to the marketing field, including team management and decision-making.

• Research Methods Module

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  Understand and apply qualitative and quantitative approaches to research in marketing. Analyse ethical issues surrounding research methods.

• Dissertation

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  Undertake a substantial piece of independent research, planning and organising a major project. Demonstrate critical and analytical thinking – challenging the literature, defending methodology, analysing data, collating evidence, relating theory to practice, and considering the implications of their work. Analyse and interpret data to make informed marketing decisions. Students can choose to complete a case-based dissertation or traditional dissertation.

• Innovation and Design for Products and Services

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  Explore innovation processes, ideation techniques, and concept development theory and application, prioritising responsible and ethical considerations throughout. Utilise Design Thinking tools to craft diverse implications for problem-solving in product and service contexts, ensuring responsible formulation and specification.

• Customer Acquisition, Experience, and Relationship Management

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  Identify and leverage digital customer acquisition strategies and channels including AI tools to reach target markets effectively, personalise customer experiences, and improve engagement aligning with ethical considerations. Evaluate, design consumer experiences and assess the impact of positive customer experiences on brand loyalty and advocacy.

• Advanced Marketing Communication

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  Apply theory to develop and execute comprehensive integrated marketing communication plans that align with strategic goals. Critically assess and adapt communication strategies in response to evolving consumer preferences and media landscapes responsibly.

• Strategic Brand Management

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  Develop and implement brand strategies that align with business objectives and target audience preferences responsibly. Critically evaluate branding theory rigorously to effectively oversee brands, integrating responsible practices throughout.

• Entrepreneurial Marketing

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  Critically evaluate how marketing can guide and enhance the process of developing new products and services, recognising the impact of innovation and leveraging marketing strategies to enhance the business activities responsibly. Demonstrate advanced skills in designing and implementing operational marketing plans for start-up businesses and new products, optimising resource allocation, identifying potential investors, evaluating funding opportunities, and demonstrating financial viability for sustainable growth.

Strengthen your CV with marketing expertise

Develop robust marketing skills and gain tools for a wide range of senior marketing roles through interactive lectures, seminars, and online tutorials. Invest in your career today.

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As one of the largest and oldest providers of distance learning in the UK, the University of Birmingham is well equipped to offer you a prestigious online education that integrates with and matches the on-campus experience, and is taught by the same expert faculty. Online students are also welcome to visit any of our campuses located in Birmingham, Singapore, and Dubai.

Programmes are designed to encourage participation and connectivity through the use of video lectures, case studies, interactive assignments, digital resources, and peer-to-peer social interaction. You have the flexibility to study from wherever you are in the world, control your daily schedule, and still benefit from the academic, wellbeing, and career support as part of our global postgraduate community.

University of Birmingham faculty are forward thinking, diverse, and community-orientated, encouraging bold, independent thinking and empowering students like you to turn ideas into reality. 

The online MSc Strategic Marketing Practice is taught and facilitated by the same professors and faculty who teach in-person postgraduate programmes from Birmingham Business School. You will work with leading academics and industry practitioners, as well as benefit from the expertise and experience of research staff in our Department of Marketing.

The MSc Strategic Marketing Practice focuses on applied learning for the modern workplace to help you develop the professional skills top international firms and agencies demand, as well as the leadership and entrepreneurial skills to branch out on your own. 

You will gain career-critical skills such as creativity and innovation, leadership, communication, digital competency, and responsible business. The programme will also help you enhance your employability as you will learn how to conduct research, analyse information, and formulate and evaluate marketing activities and strategies. This broad skill set will serve you well on the marketing career path of your choice, be it in the public, private, or charity sector. Potential roles include: