Strategic Marketing (MSc)
- Duration: 1 year
- Mode: Full time
Why study this course
Carve out your niche in the global marketing world with our practically focused programme.
In a saturated global marketplace, dominated by influencers, viral content and hype, marketing collateral is sinking to the bottom of social media feeds.
Consequently, marketing professionals with the ability to plan, strategise and operationalise creative campaigns are in demand by international organisations across industries and sectors.
The business of changing the world is ours.
Our MSc in Strategic Marketing puts theory into practice. We’ll help you prepare for a career as a marketing professional while making a real difference to the day-to-day operations of a local business.
If you achieve 60% or more in the taught phase of the programme, you’ll be eligible for a summer internship. This industry insight is your opportunity to put theory into practice and apply Business School know-how in a professional setting. You’ll get paid to make a difference to a public, private or third sector organisation. Working together with marketing professionals, you’ll discover new ways of doing things by challenging assumptions, taking risks and using your imagination to bring about positive change. This is also your chance to listen and learn as you absorb the practical skills and professional confidence to secure a role as a marketing professional after graduation.
Alternatively, you might choose to complete a live team consultancy project in organisations in Cardiff or the surrounding area. You’ll spend two months learning about their operating environment, analyse their business challenges and design marketing solutions before presenting your proposals to their management board.
To complement this live project, our team of academic and practitioner experts will use internationally recognised research and real-world examples to introduce you to the latest developments in marketing and strategy. You’ll learn about digital media, consumer and organisational behaviour, integrated communications and societal campaigns, to ensure you have the professional knowledge as well as the practical skills to stand out in the graduate job market.
- You will be part of a community which is committed to delivering social improvement alongside economic development in the world’s first Public Value Business School.
- You will study at a Business School ranked 1st in the UK for research environment and 6th for research excellence (REF 2014).
- You will be a student of the only business school in Wales accredited by AACSB international (and one of only 5% worldwide).
- A live Marketing Project working with an organisation gives you the chance to apply their knowledge and skills to a real-life marketing issue.
- Chartered Institute of Marketing (CIM)
- Association to Advance Collegiate Schools of Business (AACSB)
Cardiff Business School is accredited by AACSB international - The Association to Advance Collegiate Schools of Business.
Candidates will normally have a 2:1 degree (GPA 3.0/4.0) at undergraduate level in Marketing, Business or Management, from a recognised institution, which must contain a minimum of 3 marketing modules (e.g. principles of marketing, marketing communications, consumer behaviour, relationship marketing). Candidates are expected to have a basic knowledge of mathematics.
Non-graduates with approved professional qualifications or work experience may also be considered.
Applicants whose first language is not English are required to obtain a minimum IELTS score of 6.5 with a minimum of 6.0 in each category (or an equivalent English language qualification).
Find out more about English language requirements.
Applicants who require a Student visa to study in the UK must present an acceptable English language qualification in order to meet UKVI (UK Visas and Immigration) requirements.
You are not required to complete a DBS (Disclosure Barring Service) check or provide a Certificate of Good Conduct to study this course.
If you are currently subject to any licence condition or monitoring restriction that could affect your ability to successfully complete your studies, you will be required to disclose your criminal record. Conditions include, but are not limited to:
- access to computers or devices that can store images
- use of internet and communication tools/devices
- freedom of movement
- contact with people related to Cardiff University.
The programme has two academic stages, leading to the award of a Master’s Degree. The programme is for full-time students and runs for one calendar year.
- Stage 1 consists of eight modules (120 credits in total).
- Stage 2 consists of a Marketing Project of 60 credits.
The modules shown are an example of the typical curriculum and will be reviewed prior to the 2021/22 academic year. The final modules will be published by September 2021.
This course is taught from September to June and you will take a range of core modules.
Upon successful completion of the taught phase you will proceed to the Marketing Project which takes the place of a traditional dissertation.
The Marketing Project aims to integrate and apply core marketing course concepts, skills and techniques holistically, experientially and in a self-guiding context in order to construct and present a complete marketing project report for an organisation based on a defined brief.
|Module title||Module code||Credits|
|Strategic Marketing Management||BST141||15 credits|
|Behavioural Aspects of Marketing||BST143||15 credits|
|Research in Strategic Marketing||BST146||15 credits|
|Integrated Marketing Communications||BST150||15 credits|
|Digital Marketing||BST240||15 credits|
|Marketing Metrics||BST244||15 credits|
|Marketing and Society||BST247||15 credits|
|International Marketing||BST248||15 credits|
The University is committed to providing a wide range of module options where possible, but please be aware that whilst every effort is made to offer choice this may be limited in certain circumstances. This is due to the fact that some modules have limited numbers of places available, which are allocated on a first-come, first-served basis, while others have minimum student numbers required before they will run, to ensure that an appropriate quality of education can be delivered; some modules require students to have already taken particular subjects, and others are core or required on the programme you are taking. Modules may also be limited due to timetable clashes, and although the University works to minimise disruption to choice, we advise you to seek advice from the relevant School on the module choices available.
Learning and assessment
How will I be taught?
Our teaching is heavily informed by research and combines academic rigour with practical relevance. Our internationally leading faculty consists of academics who are at the forefront of knowledge within their field. They bring the lessons learnt from their most recent research into the classroom, giving you access to up to date real life examples and scenarios and critical business thinking.
Your teaching and learning resources will be provided and we will be responsive to your needs and views. For your part, you will need to put in the necessary amount of work both during and outside formal teaching sessions, and to make good use of the facilities provided.
Methods of teaching
Most modules involve a mixture of lectures and small group teaching (called classes, seminars, workshops or tutorials).
In a lecture, the lecturer will mainly be giving an overview of a particular aspect of the module content (as well as opportunities for you to ask questions and be reflective), while in classes and workshops you will have an opportunity to practice techniques, discuss ideas, apply concepts and consolidate your understanding in the topic.
How will I be assessed?
Assessment methods vary from module to module but, across your degree scheme as a whole, you can expect a mixture of exams, coursework, essays, practical work, presentations, and individual and group projects.
How will I be supported?
You will be allocated a personal tutor at the beginning of your studies. Normally, your personal tutor will teach on your own degree course and you will keep the same personal tutor throughout your course.
Your personal tutor will be able to give you advice on academic issues, including module choice and assessment. If you encounter any problems which affect your studies, your personal tutor should always be your first point of contact; she/he will be able to put you in touch with the wide range of expert student support services provided by the University and the Students' Union as appropriate. You are required to meet with your personal tutor at three points during each academic year but you are also encouraged to get in touch with them at any other point if you need help or advice.
For day-to-day information, the staff of our Postgraduate Student Hub are available, in person, by telephone or by email, from 8am to 6pm each weekday during term time to answer your questions.
We’ll provide you with regular feedback on your work. This comes in a variety of formats including oral feedback, personalised feedback on written work, and generic written feedback.
You will be given general feedback in relation to examinations following all examination periods and you will be able to discuss your overall performance with your personal tutor.
When undertaking the dissertation/project you are expected to meet regularly with your supervisor to review progress and discuss any questions. Your supervisor will be able to provide feedback on your research plan and drafts of your work as you progress.
What skills will I practise and develop?
As a result of engaging fully with this course, you will acquire and develop a range of valuable skills, both those which are discipline specific and more generic ‘employability skills’. These will allow you to:
- Grasp complex issues with confidence.
- Ask the right questions of complex texts.
- Have an imaginative appreciation of different views and options and analyse these critically.
- Identify and apply relevant data.
- Develop practical research skills.
- Propose imaginative solutions of your own that are rooted in evidence.
- Communicate clearly, concisely and persuasively in writing and speech.
- Sourcing, interpreting and presenting relevant numerical information – to support the composition of projects reports and business cases.
- Work to deadlines and priorities, managing a range of tasks at the same time.
- Work as part of a team, developing a collaborative approach to problem-solving.
- Use IT programmes and standard software packages, where appropriate.
- Take responsibility for your own learning programme and professional development.
Students from the UK
|Tuition fee (2021/22)||Deposit|
Students from the EU, EEA and Switzerland
EU, EEA and Swiss nationals starting in 2020/21 will pay the same tuition fee as UK students for the duration of their course.
If you are an EU/EEA/Swiss national, unless you qualify for UK fee status, tuition fees for 2021/22 will be in line with the fees charged for international students. UKCISA have provided information about Brexit and tuition fees.
Students from the rest of the world (international)
|Tuition fee (2021/22)||Deposit|
More information about tuition fees and deposits, including for part-time and continuing students.
Financial support may be available to individuals who meet certain criteria. For more information visit our funding section. Please note that these sources of financial support are limited and therefore not everyone who meets the criteria are guaranteed to receive the support.
Will I need any specific equipment to study this course/programme?
No specific equipment is needed.
We’re based in one of the UK’s most affordable cities. Find out more about living costs in Cardiff.
At Cardiff Business School, you’ll receive a career-changing education from world-leading academics that have different points of view. They’ll challenge your thinking as you consider the world of business from a range of alternative perspectives.
On our MSc in Strategic Marketing, you’ll benefit from the knowledge and expertise of our Career Enhancer Team. They’re ready and waiting to identify events and opportunities to help you achieve your future aspirations.
We’ve developed relationships that range from the largest multinationals to the smallest micro-businesses, and include a wide variety of social enterprises and cooperatives. We use these networks to deliver value for our students through:
- real-world case studies and insights
- collaboration with our Public Value Entrepreneurs in Residence
- guest lectures
- field trips and workshops .
This wide ranging and varied learning experience will help enhance your career and demonstrate how you can make a difference along the way.
This MSc aims to offer knowledge and expertise for a career in marketing in the UK or overseas in industry, commerce or the public sector, or to pursue further research for a PhD.
Graduates from this course have gone on to careers in digital marketing, tourism marketing, advertising, product development marketing, customer relationship management, etc.