- Acquire specialist marketing knowledge that is informed by cutting-edge marketing research insights grounded in contemporary strategic marketing practices.
- Gain high-level understanding of the strategic role that marketing plays within organizations and appreciate the interrelationship between marketing and other organizational functions.
- Develop skills to use data and information effectively to examine complex marketing problems in a wide range of market contexts and formulate appropriate strategic solutions.
- Recognise and address ethical dilemmas faced by marketers and develop marketing strategies and policies that are at the forefront of the wider environment, society and governance (ESG) agenda.
- Gain transferable leadership skills essential for effective career progression.
This course is taught in intensive weekend blocks, accompanied by some distance learning elements. In Year 1, you will study for 10 weekends across the year. In Year 2, you will study for 6 weekends across the year, plus the equivalent of 6 days in distance learning activities. You will also complete six 2 hour workshops supporting the consultancy project.
The indicative teaching schedule for the weekend contact hours on this course is below:
- Friday 17:30 to 20:30
- Saturday 10:00 to 17:00
- Sunday 10:00 to 17:00
Modules on this course are assessed through coursework (there are no examinations). Typically, the assessment split is 70% individual coursework, 30% group coursework.
Normally at least 4 years of relevant full-time work experience.
Currently employed or self-employed in a relevant role, organisation and industry.
Undergraduate degree minimum 2:1 in any discipline.
Exceptions may be granted on a case-by-case basis based on relevant professional experience or professional qualifications.
The full fee for this course is £24,300.
When you receive an offer for this course you will be required to pay a non-refundable deposit to secure your place. The deposit will be credited towards your total fee payment.
The UK deposit is £500.
The INTERNATIONAL deposit is £2,000.
- If you receive an offer on or before 31 March, payment is due by 25 April 2022.
- If you receive an offer between 1 April and 30 June, payment is due within one month of receiving the offer.
- If you receive an offer between 1 July and 31 July, payment is due within two weeks of receiving the offer.
- If you receive an offer between 1 August and 21 August, payment is due within one week of receiving the offer.
- If you receive an offer from 22 August onwards, payment is due within three days of receiving the offer.
This module will typically examine how marketers scan and analyse the competitive marketing environment. This includes studying the marketing process, learning how to set marketing objectives to create and deliver value, and how to develop marketing strategies to compete in an uncertain environment. This module will also cover translating strategies into effective marketing policies.
This module will typically cover how to understand the psychology of decision-making. This includes examining how judgements are formed, how to detect decision biases, and unpacking the mechanics of persuasion. This module will also cover how to tailor marketing strategies to customer decisions.
In this module, you will typically study leadership styles, marketing management, budgeting, financial constraints and assessing marketing performance. This will include examining how to lead the marketing function in an organisation, structure a marketing team and manage marketing projects.
This module will typically examine how to develop effective marketing analytics capabilities. This includes studying the market & marketing research process, how to embed insights into managerial decision-making, and tools for segmenting & targeting customers in the age of big data.
This module will typically examine how to shape purpose-driven brand identities. This includes creating & positioning brand value propositions, crafting brand narratives through communications, and studying brand marketing communications strategies.
This module will typically examine distribution channel design, managing channel conflicts, integrating digital & physical channels, and retailing strategies.
This module will typically analyse nurturing an innovation culture with organisations. This includes studying systematic approaches to creativity, serves & product design, and managing products & services lifecycles.
In this module, you will typically study developing industry-leading responsible marketing strategies, respecting customer diversity and developing inclusive market offerings. This module will also cover transparency for sustainable and resilient global supply chains.
In this module, you will typically study customer acquisition & retention strategies, customer lifetime value management, satisfaction & loyalty strategies and customer relationship management.
In this module, you will typically study the strategic value of digital channels and tools. This includes exploring the marketing capabilities of AI, information security & GDPR compliance and robotic process automation.
In this module, you will typically study leveraging pricing strategies to maximise profits and shareholder value, including understanding the psychology of pricing and setting & managing value-capturing pricing policies.
This project takes place in the second year of study, and involves undertaking a project to practically apply & demonstrate the skills you develop across the MSc. Candidates will negotiate and agree on a consultancy brief with an industry partner provided by programme. They will then demonstrate their mastery of marketing leadership skills to develop creative, innovative, and commercially sound solutions to the brief. The output of this project will involve a consultancy report, a presentation to the client and participation in the end-of-programme conference.
Career coaching & support
You will have access to an executive level career offering, shared with the Executive MBA students. This will include:
Workshops tailored to working professional needs including CV writing, getting the best out of LinkedIn and social media, interview technique, networking and job search strategies.
1:1 coaching with a qualified coach to discuss personal development and career action plans.
Regular speaker events and networking with industry leaders and professionals.
Regular events and socials across the cohort and with other executive level students at King’s.