2022/23 Full-time Postgraduate course
Master of Science
Ulster University Business School
Department of Management, Leadership and Marketing
Transforming you into a strategic thinking marketing professional who gets results.
Do you want to progress your professional career in Marketing? Are you looking for ways to develop your creativity, innovation and entrepreneurship? The MSc Marketing programme will transform you into a strategic thinking marketing professional giving you the tools, tactics and mindset to continually learn, evolve and get results.
With over 40 years’ experience providing professional marketing education we have collaborated with industry and international partners to create a current and professionally relevant course sure to nurture, challenge and empower you.
Covering topics such as Strategy and Innovation, Digital Marketing Communications, Marketing Analytics, Foundations in Management, Marketing Management and Global Marketing the content is designed to provide you with insight and knowledge that will help you make an impact in your current and future roles.
On completion of the course you will graduate ready to drive business success, identify new business trends, deliver complex business solutions and build customer relationships, helping you make meaningful change and get results.
Sign up to register an interest in the course.
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An intensive and rewarding course, the MSc Marketing programme will provide you with the knowledge and insight to improve your skillset and current business offering, opening doors to further opportunity and results.
Using the latest academic research and professional marketing practice, stay one step ahead when it comes to current market demands and trends and gain the confidence to make decisions that make a difference.
An opportunity to network with a diverse group of business minded individuals you will be taught to challenge accepted conventions by developing marketing strategies in real life business contexts. 100% coursework assessed you will study topics such as Strategy and Innovation, Digital Marketing Communications, Marketing Analytics, Foundations in Management, Marketing Management and Global Marketing.
Putting what you have learned into practice, you will get the opportunity to solve a real-life business issue in an applied project, working in virtual international teams to push boundaries and develop a disruptive business idea.
Taught at Ulster University Business School (UUBS) a forward thinking and well-connected institution (a member of the UK's Chartered Association of Business Schools, the Harvard Business School’s Microeconomics of Competitiveness Affiliate Network, and a collaborator with Babson College, Boston) we are ranked 7th in the UK for our research impact (REF 2014). With an 89% student satisfaction rate (National Student Survey, 2018), UUBS is an excellent place to study alongside an international student body providing you with a diverse network to share ideas and experience.
A chance to improve your employability, this advanced study will enhance your lifelong learning capabilities and develop your digital, analytical, presentation and evaluation skills to perform successfully in today’s dynamic marketplace.
Taught over one year, modules for this course include:
Foundations in Management (20 credits)
This module introduces students to the subject of management, organisational structures and strategy. Students will develop a critical knowledge and understanding of the structural configurations, which organisations can assume, and the environmental and strategic factors, which influence this structure. Students will explore management's role within organisations, as well as how managers can grow successful business within today global business environment.
Marketing Management (20 credits)
This module is designed for graduates to deepen their knowledge concerning the nature and character of fundamental marketing principles, their inherent inter-relationships and how marketing can be effectively managed both as a function and a philosophy. It builds on this to provide knowledge to increase understanding of the important concepts, processes and frameworks of marketing management decision making from both an operational and strategic perspective.
Strategy & Innovation (20 credits)
Strategy consists of the analysis and decisions an organisation undertakes in order to create and sustain competitive advantage. Understanding these interrelated processes is crucial for creating and developing organisations. This module explores these decision areas from a range of contemporary perspectives focusing particularly on innovation and business development using innovative business modelling techniques.
**Students are given the unique experience of working in an international virtual team to develop a new business idea and present to international business angels. Involves workshops in Finland and Germany (students are required to cover cost of travel and accommodation for these trips. Tuition is included with student fees). **
Marketing Analytics (20 credits)
This module will seek to provide students with an in-depth understanding of qualitative and quantitative data analysis methods. Students will use the latest analytics software packages to digitally research defined problems and develop business reports that present this data in a coherent manner. They will study their application to both business and academic contexts. Students will learn to manipulate data from a variety of industry databases and social media sites such as Facebook and LinkedIn analytics. The module will focus on the analysis and interpretation of primary and secondary data.
Digital Marketing Communications (20 credits)
Digital Marketing communications have become the central focus for entrepreneurs, enterprises and organisations seeking to reach, engage, co-create and develop deeper relationships with their consumer 'tribes'. In an age of ubiquitous connectivity and a demand for real-time and personalised engagement, this module will give participants an understanding of what that means for those involved in delivering richer and more productive consumer experiences through digital marketing platforms. This module seeks to provide learners with practical, real-world examples of technologies meeting the demands of such connected consumers and utilises a project based approach to promote active, deeper learning of the unfolding opportunities through Digital Marketing.
Global Marketing (20 credits)
Given the importance of export-led growth, particularly in terms of a small peripheral economy such as Northern Ireland, this module examines exporting and broader forms of global marketing. The factors that impact upon internationalisation will be examined, and firm level processes and decision making will be considered within the context of the broader international marketing environment. The module covers a range of concepts, issues and practices that are relevant to the study of global marketing.
Entrepreneurial Marketing (20 credits)
Rapid changes in technology, political structures and lifestyles are creating new products, new markets and opportunities for enterprise and for entrepreneurial people. Marketing and entrepreneurship determine the fate of business owners and SMEs worldwide. However if entrepreneurial SMEs do marketing in a way that is fundamentally different to those approaches presented in conventional marketing theory then we need new theories. There is a need to address these issues and to explore the challenges that exist at the interface between marketing and entrepreneurship theory, to answer these questions and to draw out the practical implications for practice in enterprising businesses.
Applied Marketing Project (40 credits)
The purpose behind the Applied Marketing Project is to enable students to apply knowledge and skills acquired throughout the course to an organisational issue or problem. This module serves as an integrating mechanism for all other modules as well as developing powers of analysis and evaluation and project management skills. This module follows on from the Marketing Analytics module that students undertook in order to develop the appropriate skills to complete an applied marketing project efficiently and effectively.
**Note there is also the option to complete Marketing MSC with Advanced Practice which includes the above modules plus an additional internship or applied consulting project. Visit the separate course listing for more information.**
All modules are delivered 'executive style' in a flexible three-day block format and can be paced to individual needs. These three day-blocks are usually Wed-Fri 9-5. One module is delivered every 4 weeks during each semester (3 semesters in total unless you choose to complete Marketing with Advanced Practice) with a one day catch up in between each block.
The full-time MSc Marketing is completed in one year. Full-time participants can also exit with a PgCert after successful completion of one semester (four modules) or alternatively exit with a PgDip after successful completion of two semesters (eight modules)
Teaching is delivered via three day interactive workshops led by leading academics and supported by industry experts. This student-centred approach focuses on individual needs to deliver relevant up to date content that presents current business strategies. This interactive approach will allow you to be creative and innovative with solutions and engage in new business approaches.
Learning is inspired by thought provoking workshops that will immerse you in new ways of solving business problems relating to Marketing. You will have the opportunity to work in a virtual team with students from Finland and Germany to develop a new business idea. The ideas will be presented to a panel of international business investors and academics.
Assessment is 100% coursework and consists of live business cases within local businesses. You will deliver high impact business presentations to panels of marketers and industry experts that add direct value to the local business community. This innovative approach will allow you to grow professionally providing you with quality examples for graduate interviews
The content for each course is summarised on the relevant course page, along with an overview of the modules that make up the course.
Each course is approved by the University and meets the expectations of:
As part of your course induction, you will be provided with details of the organisation and management of the course, including attendance and assessment requirements - usually in the form of a timetable. For full-time courses, the precise timetable for each semester is not confirmed until close to the start date and may be subject to some change in the early weeks as all courses settle into their planned patterns. For part-time courses which require attendance on particular days and times, an expectation of the days and periods of attendance will be included in the letter of offer. A course handbook is also made available.
Courses comprise modules for which the notional effort involved is indicated by its credit rating. Each credit point represents 10 hours of student effort. Undergraduate courses typically contain 10- or 20-credit modules (more usually 20) and postgraduate course typically 15- or 30-credit modules.
The normal study load expectation for an undergraduate full-time course of study in the standard academic year is 120 credit points. This amounts to around 36-42 hours of expected teaching and learning per week, inclusive of attendance requirements for lectures, seminars, tutorials, practical work, fieldwork or other scheduled classes, private study, and assessment. Part-time study load is the same as full-time pro-rata, with each credit point representing 10 hours of student effort.
Postgraduate Master’s courses typically comprise 180 credits, taken in three semesters when studied full-time. A Postgraduate Certificate (PGCert) comprises 60 credits and can usually be completed on a part-time basis in one year. A 120-credit Postgraduate Diploma (PGDip) can usually be completed on a part-time basis in two years.
Class contact times vary by course and type of module. Typically, for a module predominantly delivered through lectures you can expect at least 3 contact hours per week (lectures/seminars/tutorials). Laboratory classes often require a greater intensity of attendance in blocks. Some modules may combine lecture and laboratory. The precise model will depend on the course you apply for and may be subject to change from year to year for quality or enhancement reasons. Prospective students will be consulted about any significant changes.
Assessment methods vary and are defined explicitly in each module. Assessment can be a combination of examination and coursework but may also be only one of these methods. Assessment is designed to assess your achievement of the module’s stated learning outcomes. You can expect to receive timely feedback on all coursework assessment. The precise assessment will depend on the module and may be subject to change from year to year for quality or enhancement reasons. You will be consulted about any significant changes.
Coursework can take many forms, for example: essay, report, seminar paper, test, presentation, dissertation, design, artefacts, portfolio, journal, group work. The precise form and combination of assessment will depend on the course you apply for and the module. Details will be made available in advance through induction, the course handbook, the module specification and the assessment timetable. The details are subject to change from year to year for quality or enhancement reasons. You will be consulted about any significant changes.
Normally, a module will have 4 learning outcomes, and no more than 2 items of assessment. An item of assessment can comprise more than one task. The notional workload and the equivalence across types of assessment is standardised.
Calculation of the Final Award
The class of Honours awarded in Bachelor’s degrees is usually determined by calculation of an aggregate mark based on performance across the modules at Levels 5 and 6, (which correspond to the second and third year of full-time attendance).
Level 6 modules contribute 70% of the aggregate mark and Level 5 contributes 30% to the calculation of the class of the award. Classification of integrated Master’s degrees with Honours include a Level 7 component. The calculation in this case is: 50% Level 7, 30% Level 6, 20% Level 5. At least half the Level 5 modules must be studied at the University for Level 5 to be included in the calculation of the class.
All other qualifications have an overall grade determined by results in modules from the final level of study. In Master’s degrees of more than 200 credit points the final 120 points usually determine the overall grading.
The University employs over 1,000 suitably qualified and experienced academic staff - 59% have PhDs in their subject field and many have professional body recognition.
Courses are taught by staff who are Professors (25%), Readers, Senior Lecturers (18%) or Lecturers (57%).
We require most academic staff to be qualified to teach in higher education: 82% hold either Postgraduate Certificates in Higher Education Practice or higher. Most academic staff (81%) are accredited fellows of the Higher Education Academy (HEA) - the university sector professional body for teaching and learning. Many academic and technical staff hold other professional body designations related to their subject or scholarly practice.
The profiles of many academic staff can be found on the University’s departmental websites and give a detailed insight into the range of staffing and expertise. The precise staffing for a course will depend on the department(s) involved and the availability and management of staff. This is subject to change annually and is confirmed in the timetable issued at the start of the course.
Occasionally, teaching may be supplemented by suitably qualified part-time staff (usually qualified researchers) and specialist guest lecturers. In these cases, all staff are inducted, mostly through our staff development programme ‘First Steps to Teaching’. In some cases, usually for provision in one of our out-centres, Recognised University Teachers are involved, supported by the University in suitable professional development for teaching.
Figures correct for academic year 2019-2020.
The largest of Ulster's campuses.
Jordanstown is our biggest campus in an idyllic setting surrounded by lush lawns and trees. It's just a few hundred metres from Loughshore Park and promenade, and just seven miles from Belfast city centre.
At our Jordanstown Campus we have world class facilities that are open all year round to our students and members of the public.
At Student Support we provide many services to help students through their time at Ulster University.
We recognise a range of qualifications for admission to our courses. In addition to the specific entry conditions for this course you must also meet the University’s General Entrance Requirements.
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Applicants should normally possess a second class honours degree or better in any discipline, or an equivalent qualification. They must also possess a level of English language competency acceptable to the University.
Exceptionally, applicants who do not possess academic qualifications at the appropriate level but have substantial relevant work experiencemay be considered for admittance in accordance with the Faculty’s Accreditation of Prior Learning policy.
English language requirements for international applicants
The minimum requirement for this course is Academic IELTS 6.0 with no band score less than 5.5. Trinity ISE: Pass at level III also meets this requirement for Tier 4 visa purposes.
Ulster recognises a number of other English language tests and comparable IELTS equivalent scores.
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Whether you want to improve your current career prospects or take off in a different direction this degree will allow you to graduate with a highly employable skillset. Past students have been employed by top global consultancy companies such as PWC, KPMG and Deloitte.
With a wide range of options available within the world of business and marketing, you can expect the following average starting salaries for the below marketing positions:
Always dreamed of working for yourself or have a brilliant business idea you want to pursue? The skills acquired through this programme have inspired past graduates to set up their own businesses.
There is no defined work placement on this programme, however there is an option to complete this degree with an Advanced Practice Pathway to gain valuable experience of working with a business to complete a defined project.
You also have the option of studying abroad as part of the Strategy and Innovation module. Workshops are held in Lapland University of Applied Sciences, Finland and Uniiversity of Applied Sciences Kempten, Germany. This is a unique experience not offered on any other marketing course in the UK and Ireland. (students must cover cost of travel)
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Envision Award for Excellence as Best Applied Marketing Project
Whale Award - Best Student on Global Marketing Module
Shredbank Award - Best Student on Entrepreneurial Marketing Module
The Strategy and Innovation module involves up to two international trips to Lapland University of Applied Sciences, Kajaani, Finland and University of Applied Sciences Kempten, Bavaria, Germany. The cost of travel for these trips is notincluded in course fees. The estimated costs are between £600-£1000 per student depending on how many trips each student partakes in. Students are required to attend at least one of these trips
Tuition fees and costs associated with accommodation, travel (including car parking charges), and normal living are a part of university life.
Where a course has additional mandatory expenses we make every effort to highlight them. These may include residential visits, field trips, materials (e.g. art, design, engineering) inoculations, security checks, computer equipment, uniforms, professional memberships etc.
We aim to provide students with the learning materials needed to support their studies. Our libraries are a valuable resource with an extensive collection of books and journals as well as first-class facilities and IT equipment. Computer suites and free wifi is also available on each of the campuses.
There will be some additional costs to being a student which cannot be itemised and these will be different for each student. You may choose to purchase your own textbooks and course materials or prefer your own computer and software. Printing and binding may also be required. There are additional fees for graduation ceremonies, examination resits and library fines. Additional costs vary from course to course.
Students choosing a period of paid work placement or study abroad as part of their course should be aware that there may be additional travel and living costs as well as tuition fees.
Please contact the course team for more information.
For further information please contact:
Course Director: Dr Andrea Reid