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Postgraduate Course

Marketing MSc

Learn the theories, tools and techniques needed to succeed in marketing today.

Two students and a lecturer work together on a laptop.

Marketing is central to the success of organisations. This Marketing MSc will introduce you to the diverse and exciting area of business, exploring everything from marketing strategy to brand management. The course brings together relevant contemporary academic research and a practical understanding of organisational operations. Through this you will develop your leadership skills and your understanding of management in a marketing context.

York campus

  • Duration – 1 year full time, 2 years part time, 2 years full time with year in industry
  • Start date – September 2024, September 2025
  • School – York Business School

Minimum entry requirements

    2:2 honours degree from a UK ENIC listed institution

    Experience Evidence of relevant experience if your degree is in an unrelated subject

Tuition fees

    UK 2024-25 £8,000 full time

    International 2024-25 £11,300 full time

Course overview

This course will provide you with a thorough understanding of all of the key marketing principles which are necessary for business success. This includes:

  • Consumer behaviour
  • Strategic marketing planning
  • Brand management
  • Marketing communications
  • Research methodology
  • Digital marketing

You will explore the challenges faced by marketing professionals in today’s competitive and fast moving business environment, and consider how they can be overcome. Engaging with the latest research will give you valuable insight into current debates and developments in marketing. Through projects which help you to apply this theoretical learning to practical situations, you will tackle real issues and questions facing the contemporary marketing world.

We encourage the sharing of knowledge and experience between students and staff with a wide range of professional backgrounds. This fosters a collaborative learning community which will provide both support and varied perspectives throughout your study.

You can choose to study this course with a Year in Industry, allowing you to apply your learning and gain valuable experience. If you choose a Year in Industry you will be studying for a total of 2 years. Your first year will be a teaching year. In your second year you will either be on placement or conducting a skills and research based module.

Course structure

How you will study

You can study this postgraduate course full time or part time. This allows you to fit your studies around other commitments.

If you choose to study full time the course will take 1 year to complete, or 2 if you choose a year in industry. You will study:

  • 5 compulsory modules, including a final Capstone Project module

If you choose to study part time the course will take 2 years to complete and the modules will be split across both years.

This course will be taught in patterns of three weekends per module. This will result in studying four modules per semester, allowing you to focus on a single topic for each three week period.

You can find out which modules are available in each term in the Course Specifications.


Credits: 30

Compulsory module

This module serves as your introduction to key business theories and concepts that will influence the rest of your degree. You will learn about the global economic system and the role that Transnational Firms (TNCs) play in shaping it. There will also be focus on the role of the state, international organisations and regional trading blocs in shaping international business.

The main topics covered in this module are:

  • Processes of globalisation and the transnational firm
  • Global value chains and global production networks
  • The state in international business
  • The internationalising firm and national business systems
  • International business and regional trading blocs

Credits: 30

Compulsory module

All of our courses reflect our strong belief in ethical and sustainable business practices.  Your aim on this module will be to understand the evolution and impact of business systems, human and organisational behaviour on increasingly complex matters of environmental sustainability. To do this you will assess risk and use data to examine how wealth is generated, how economies develop unevenly, and how economic futures are modelled to manage sustainability, business ethics and integrity.

Credits: 30

Compulsory module

Digital technology has revolutionised marketing. On this module, you will extend your understanding of digital and interactive marketing tools. This will help you to understand, assess and develop digital marketing strategies and tactics. You will discover more about:

  • Social media marketing
  • Search engine marketing
  • Artificial intelligence-powered marketing
  • Display and search advertising
  • Website marketing

Credits: 30

Compulsory module

Communication tools such as advertising, sales promotion, public relations and sponsorship are critical to building brand awareness, shaping customer perceptions of a brand and driving customer behaviour. You will learn the importance of these forms of communication in branding and profit-making contexts. In addition, you will discover the science-based elements of marketing, such as observation of trends, consumer behaviour and market intelligence. Having this knowledge will help your employment prospects, as organisations are becoming ever more aware of the importance of marketing.

Credits: 60

Compulsory module

This module is your opportunity to apply everything you have learnt throughout your course to a current business issue. You will define, research and analyse a topic of your choice, with a focus on problem solving. identifying potential solutions and reaching evidence-based conclusions.

You can choose from 3 options for your Capstone Project:

  • Dissertation
  • Structured literature review
  • Business Consultancy Project

This is your chance to make a significant contribution to research and business theory. The theories and decisions you make on this module could influence your practice in the professional world.

Teaching and assessment

Teaching and learning

All of your modules will be delivered using a variety of different teaching sessions. This includes:

  • Lectures
  • Seminars
  • Tutorials
  • Guest speakers
  • Workshops
  • Events

Each module has a Virtual Learning Environment (VLE), where you and other postgraduate students will benefit from online debate and collaborative approaches to learning.

Our teaching draws on both our research and professional experience. This means your learning is informed by the most current thinking in the subject area. You can find out more about our research and backgrounds by visiting our staff pages.

Optional placement year

Choosing the placement year option can give you a competitive edge in your future career. It is an opportunity to apply the knowledge and skills you have learned in the workplace.

You will be on placement for a full academic year, after you have successfully completed all of the taught modules. During your placement, you will also work towards and complete your Business Consultancy Project.


We use a wide variety of assessment types, which help you to develop skills relevant to the workplace. This includes:

  • Presentations
  • Critical essays
  • Portfolios
  • Reflective journals
  • Case study work
  • Reports

You will receive feedback on your work throughout each module. This will help you to improve your work for your graded assessments. We will advise you on developing your skills, useful areas for research and how to extend your business knowledge further.

Class time

On this course you will receive 15 hours of contact time per week. This will be delivered in the following blocks:

  • Fridays - 10am to 1pm, 2pm to 6pm
  • Saturdays - 9am to 1pm, 2pm to 6pm

Our students have found this concentrated teaching pattern has allowed them to balance employment and study, outside of class time.

Entry requirements


Minimum entry requirements

    2:2 honours degree from a UK ENIC listed institution

    Experience Evidence of relevant experience if your degree is in an unrelated subject

If your degree is in an unrelated subject, but you can provide evidence of relevant professional experience, your application may still be considered.

International students

If you are an international student you will need to show that your qualifications match our entry requirements.

Information about international qualifications and entry requirements can be found on our International pages.

If English is not your first language you will need to show that you have English Language competence at IELTS level 6.0 (with no skill below 5.5) or equivalent.

International entry requirements

Accreditation of Prior Experiential Learning (APEL)

If you do not have traditional qualifications, you might be able to provide evidence of professional experience in the subject as an alternative way to meet the entry requirements. This is called Accreditation of Prior Experiential Learning (APEL). Appropriate references and records of employment would need to be presented to support your case for admission. 

Terms and conditions

Our terms and conditions, policies and procedures contain important information about studying at York St John University. You can read them on our Admissions page.

Fees and funding

UK 2024 - 2025 entry

The tuition fee for 2024 entry to this postgraduate course is:

  • £8,000 for full time study

If you choose to study this course with a Year in Industry, the tuition fee for full time study would be £9,200.

These costs apply to all UK, Jersey, Guernsey and Isle of Man students.

Postgraduate loans are available to help you pay for your master’s course. Find out more about funding your postgraduate studies.

Scholarships for alumni

International 2024 - 2025 entry

The tuition fee for 2024 entry to this postgraduate course is £11,300 for full time study.

If you choose to study this course with a Year in Industry, the tuition fee for full time international students would be £14,900.

These costs apply to all students living outside the UK.

Due to immigration laws, if you are an international student on a student visa, you must study full time. For more information about visa requirements and short-term study visas, please visit the International Visa and Immigration pages.

Find out more about funding your postgraduate studies.


Tuition fees

    UK 2024-25 £8,000 full time

    International 2024-25 £11,300 full time

Alumni Scholarships

If you are alumni of York St John University we have scholarships available to help you continue your studies.

Scholarships for alumni

Additional costs and financial support

Course-related costs

While studying for your degree, there may be additional costs related to your course. This may include purchasing personal equipment and stationery, books and optional field trips.

Accommodation and living costs

View our accommodation pages for detailed information on accommodation and living costs.

Career outcomes

Where could Marketing take you?

This postgraduate course could prepare you for a marketing career in any sector or industry. The leadership skills you will develop will put you in a good position to move into management roles. Innovative, specialist modules such as Data Analytics and the Blockchain will give you the transferable skills needed for a competitive edge in the marketplace.

This will give you an advantage in careers such as:

  • Marketing
  • Advertising
  • Market research
  • Media buying
  • Social media management
  • Public relations

The course could also lead you to undertake further postgraduate study through an MPhil or PhD.

Stand out from the crowd with postgraduate study

Far fewer people have postgraduate degrees than undergraduate qualifications. This gives you something extra to set yourself apart in a competitive graduate job market. Those with a postgraduate qualification will earn an average of £6,500 a year more than those with only an undergraduate degree (Department for Education Graduate Labour Market Report 2022).

Our careers service, LaunchPad, provides career support tailored to your ambitions. Through this service you can access:

  • Employer events
  • LinkedIn, CV and cover letter sessions
  • Workshops on application writing and interview skills
  • Work experience and volunteering opportunities
  • Personalised career advice

This support does not end when you graduate. You can access our expert career advice for the rest of your life. We will help you gain the experience and confidence you need to succeed.

Apply for this course

For postgraduate degrees you must apply directly to York St John University using the links below. This will take you to the application form you need to fill out for this specific course. 

To complete the online application form you will need to create login details. 

Fees and key information

Apply now

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