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Strategic Marketing MSc/PGDip/PGCert

Learn about the course below
September 2021
January 2022
1 year full-time
2 years part-time
£12,250 (UK) *
£16,500 (EU/INT) *
Course leader
Athina Dilmperi

You can choose to start this course in October 2020 and in January 2021. This is because we've changed some of our teaching arrangements in response to the coronavirus outbreak. Whenever you start, you'll get the same great learning experience with lots of support to do your best.

Today’s customers are more knowledgeable than ever before, demanding wider variety and better quality in products and services. Organisations are looking to marketing strategists to ensure they understand the needs of their customers, how to evolve and grow their customer base and provide the drive towards innovation that will secure them a place in new and emerging markets

Why study MSc Strategic Marketing at Middlesex University?

Any strategic marketing role requires both a broad vision for the organisation and an understanding of the impact of differing marketing channels. Developed for marketing practitioners and graduates from areas such as marketing, management and social sciences, this course provides knowledge and skills in the three key areas of strategic marketing; Strategic Analysis, Strategic Marketing and Leadership, and Implementation.

The course has a strong focus on applying theoretical concepts to practice situations, employing real-life case studies. Given a potential ease of lockdown and social distancing regulations, we will run a  week-long residential*, which will give you a true understanding of strategic marketing practice.

Course highlights

  • Gain practice skills and in-depth knowledge in the three core subject areas of Strategic Marketing and Leadership, Strategic Analysis, and Implementation
  • Week-long residential* in the UK gives you a fantastic opportunity to gain a practical and applied perspective of marketing
  • You’ll receive free electronic textbooks for every module, among other university services

*Please note that due to the COVID-19 pandemic, the residential is currently planned for April 2021, subject to government regulations and social-distancing measures.

Find out more

Sign up now to receive more information about studying at Middlesex University London.

What you will study on the MSc Strategic Marketing?

The course starts by embedding the fundamentals of the subject in the learning through core modules covering key areas such as strategy, leadership, consumer psychology and branding from a marketing perspective and planning for a global market place. From here you will select four optional modules in areas in which you would like to specialise or across the spectrum to give a broad knowledge base.

These modules consists of insights based topics such as customer analysis, innovations driven marketing, strategy based subjects such as marketing communications and product management, and implementation in areas such as digital marketing and experiential marketing. The course ends with a dissertation, allowing you to explore in depth a strategic marketing topic of your choice.


  • Modules

    • Marketing Strategy, Leadership and Planning (30 credits) Compulsory

      This module purpose is to enable students to develop effective high level strategic marketing strategies relating to an organisations corporate targets. Strategy theories, concepts, tools and models are applied in order for students to be equipped with a strategic approach towards marketing planning to achieve a competitive advantage.

    • Strategic Brand Management (30 credits) - Compulsory

      The aim of the module is to equip students with the key skills required for the strategic management of brands. Beginning with definitions of what a brand is, the module introduces students to the core concepts of branding and provides a wide range of analytical tools and frameworks for the analysis of brands.

    • Customer Analysis and Relationship Marketing (15 Credits) Optional

      The module aims to provide students with a detailed critical awareness of the issues and themes surrounding relationship marketing and the management of such an approach to business. In particular, the module will focus on the development and implementation of relationship marketing strategies that enhance organisational profitability and success.

    • Consumer Psychology (15 credits) - Optional

      The aim of the module is to explain the psychological foundations that direct consumers to choose products, services, experiences or ideas in order to satisfy their needs and wants. By understanding how thoughts, beliefs, feelings, perceptions, knowledge and attitudes drive decision making, the business can gain a powerful tool for company success.

    • Innovation-Driven Marketing (15 Credits) Optional

      This module aims to promote creative advertising practices to enhance brand communication which are creative and innovative, whilst still underpinned by a critical understanding of concepts, frameworks, and models. Students will operate in creative teams designed to mirror organisations in the creative industries and work on assigned creative briefs for a range of business and consumer brands.

    • Multichannel Marketing Management (15 Credits) Optional

      Following this the module introduces the offline and online retailing and its importance in creating a competitive advantage for the business. Students are provided with strategic models and tools to analyse the retailing and e-tailing environment.

    • Strategic Marketing Communications (15 Credits) Optional

      The module will explore the techniques of integrating the various marketing communication tools, such as public relations, advertising and sales promotion. Students will also learn the various methods of engaging target audience on the offline and online platforms as well as on digital social media, to produce a coherent brand communications strategy and achieve a consistent brand narrative.

    • Digital Marketing (15 Credits) Optional

      The aim of this module is to develop students' systematic knowledge and skills for understanding the complexity of the new digital landscape. In particular, the module will facilitate students’ learning of e-marketing models, social media and emailing in order to produce a coherent digital marketing strategy.

    • Experiential Marketing and Events (15 credits) - Optional

      The module will develop students’ insights into how events and experiential marketing activities create a mutually beneficial and authentic interaction between customers and brands.

    • Brand Analytics: Methods and Strategies (15 credits) - Optional

      The aim of this module is to develop students' ability to measure, predict, and critically evaluate key performance indicators of brands. Students will collect and analyse data, and then prepare reports and communicate the results of the data analysis in order to assist decision-making and strategy development.

    • Professional Practice (0 Credits) Optional

      The aim of this module is to build on students' academic learning by providing them with the opportunity to undertake a six month period of work experience. The placement will provide students with the opportunity to develop work-related knowledge, skills and capabilities and embed the knowledge and skills they have acquired throughout their course. The module will integrate work experience into the students’ learning with the aim to maximise its impact on the development of skills, knowledge and professional practice. The module will therefore support students in the process of reflecting on their development, integrating theory and practice, developing their commercial awareness and thus enhance their personal and professional development.

    • Research methods & dissertation (60 Credits) Compulsory

      This module aims to assist students to develop an understanding of the research process and to conduct research leading to successful completion of their dissertation. It enables students to demonstrate proficiency in relation to scoping the issue(s)/problems, consideration of appropriate literature, collection and analysis of data, and developing specific recommendations or conclusions in relation to the research project.

    • Product Management Strategies (15 Credits) Optional

More information about this course

See the course specification for more information:

Optional modules are usually available at levels 5 and 6, although optional modules are not offered on every course. Where optional modules are available, you will be asked to make your choice during the previous academic year. If we have insufficient numbers of students interested in an optional module, or there are staffing changes which affect the teaching, it may not be offered. If an optional module will not run, we will advise you after the module selection period when numbers are confirmed, or at the earliest time that the programme team make the decision not to run the module, and help you choose an alternative module.

How is the MSc Strategic Marketing taught?

The course is delivered through online lectures, forums and tutorials with further resources provided to assist your learning.

Online Lectures

Online lectures are a useful way to discuss key material or approaches, deal with issues, explore questions, concepts and theories, or introduce business case study material. During lectures, note taking and listening are essential as they will help you to make sense of what you have seen and heard, to identify and remember key points to understand difficult concepts and organise your material by making links and associations with other material.


These are structured, student-led sessions in which you might explore ideas in discussion, carry out practical tasks, or practice your research skills. All of these sessions are intended to provide forms of space in which you can discuss and share ideas; as well as develop skills and materials in preparation for assessments. In seminars, reading module materials, note taking and participating in discussion are essential. Actively participating and engaging in seminar discussion enhances presentation skills and the articulation of arguments and ideas and helps you prepare materials for assessment tasks.

Group or individual tutorials

Include structured, formal and informal feedback from your tutors on work in progress or on your ideas for a specific module assignment or project task.

Self-directed/ independent learning

Much of your learning at university takes place outside class sessions. This encourages autonomous learning, providing you with the opportunity for critical self-reflection or space for self-directed reading or research. An example might be a research or practical project linked to a module's learning outcomes that you undertake independently or with a small group supported by your tutor.

Residential trips

You'll also have the opportunity to take part in our residential trip* and gain a global insight and wider understanding of organisational perspectives outside London. You'll meet current marketing teams and hear from their directors and heads of departments during in-depth presentations and tours. You'll also explore contemporary themes of marketing and apply practitioner-based thinking to a variety of organisational areas.

*Please note that due to the Covid-19 pandemic, the residential is currently planned for April 2021, subject to government regulations and social-distancing measures.


You will be required to complete a number of coursework assignment for assessment. The coursework can be individual, such as plans, reports, memorandum and essays, or group which will involve activity including presentations and reports. Tutorials will also feature formal and informal feedback.

Teaching and learning – changes for students in 2021

If you’re a new student for January 2021, your teaching will start online due to national lockdown restrictions. We plan to start in person teaching on campus sometime after mid-February when the lockdown ends. When restrictions are lifted, we’ll be teaching you in different ways to make sure you get the best learning experience possible. You’ll learn through live sessions with teaching staff and have the chance to study independently too, with access to all the online resources you need through our globally available student portal.

We’re planning different scenarios for teaching so we can be flexible. While we’re social distancing, we currently plan to teach your course fully online through a mixture of live interactive sessions and independent learning. This will ensure you’re equipped with the same skills as on campus study, and offer you an engaging learning experience where you can meet and network with your lecturers and fellow students through online platforms. We are also exploring opportunities for face-to-face interactive sessions with smaller groups of students and staff where possible and we can make the appropriate arrangements. You will still be able to access bookable study spaces on campus, and any of the facilities and support services which are open, as well as our extensive online support.

The table below shows current plans for your learning across a typical week, including scheduled live online teaching and an indication of what we hope to teach face to face, where you can make it to campus. While some weeks might look different to this, due to how we schedule classes, the table gives you an idea of what to expect based on the overall number of teaching hours on your course.

You’ll receive final arrangements for your teaching and a full course timetable before you start.

Course delivered with a mix of online and face to face learning with social distancing in place

Face to face sessions

Contact time per week, per level:

2 hours

Live learning

Contact time per week, per level:

12.5 hours on average

Self-paced learning time / Independent Learning

Average hours per week, per level:

40 hours on average

On demand resources

Average hours per week, per level:


Read more about our scenarios for returning to campus and what they might mean for your teaching and learning experience, and how you’ll be able to access student support.

Future plans for teaching

We’re developing our timetable for face to face teaching  with current government advice on social distancing to keep you safe. If social distancing requirements are lifted, we’ll start to safely move back towards our usual teaching arrangements with more opportunities for face to face learning. Some learning and support might stay online in this scenario. If more restrictions are put in place, or there is another lockdown, we’ll be prepared to deliver your learning and support fully online, with alternative arrangements made for any required placements. We’ll always give you notice of any changes that we make.

Definitions of terms

  • Live learning – Live learning will cover everything you’ll do with teaching staff like lectures, seminars, workshops and other classes, and we’ll schedule all of this for you. This might include some study outside your regular timetable, like taking part in discussion forums or online blogs where you’re supported by academic staff.
  • Independent learning – Independent learning is all the studying you’ll do outside your live learning sessions with teaching staff. This self-paced study will give you the chance to learn, prepare, revise and reflect in your own time as you need to, and you’ll have access to on-demand resources and materials to help you do your best.
    • Self-paced study – Self-paced study will give you the chance to learn wherever and whenever you want to and at your own pace, outside your live learning sessions. This independent learning could include reading and reflection, preparation for classes, revision or homework along with access to other online activities such as quizzes.
    • On-demand resources – You'll have access to on-demand resources like pre-recorded video lectures and workshops as part of your independent study. You’ll be able to review and revisit whenever you need to at your own pace.
  • Face to face sessions – Wherever it’s possible to do so, and we can make the necessary arrangements to ensure your safety, you’ll be able to attend scheduled sessions, workshops or appointments on campus as part of your live learning. The number of hours given in this scenario provides an indication of the number of hours of face to face learning you could expect, and a full timetable will be provided to you before the start of your course.


You’ll have a strong support network available to you to make sure you develop all the necessary academic skills you need to do well on your course.

Our support services will mainly be delivered online and you’ll have access to a range of different resources so you can get the help you need, whether you’re studying at home or have the opportunity to come to campus.

You’ll have access to one to one and group sessions for personal learning and academic support from our library and IT teams, and our network of learning experts. Our teams will also be here to offer financial advice, and personal wellbeing, mental health and disability support.

More on teaching for your subject in 2020/21

Read our guide to what’s been happening in your subject area recently and more about what to expect this autumn.

  1. Standard entry requirements
  2. International (inc. EU)
  3. How to apply
  1. UK
  2. EU/International
  3. Additional costs
  4. Scholarships and bursaries

How can the MSc Strategic Marketing support your career?

Skills and knowledge in strategic marketing can be developed further through an in depth approach to and understanding of research, strategy, planning and marketing channels. A holistic understanding of marketing across the whole organisation is essential if you want to either progress to a senior role or are just starting out on a career path towards with the ambition of achieving one of these positions.

Careers within strategic marketing can include:

  • Marketing Officer, Executive or Manager
  • Strategic Marketing Consultant
  • Marketing Analyst or Researcher
  • Digital Media Analyst or Manager
  • Marketing Account Manager
  • SME Owner
  • Ludovica Uggeri

    MSc Strategic Marketing

    This course was definitely the right boost I needed for my career and gave me the relevant skills to work on any marketing project. I loved the residential trip we took as part of the course. It really helped me understand how the "real world" works and I discovered more about the type of marketing I want to work in. I learnt about every aspect of marketing and spending a week with my classmates also helped me bond with them and made group work a lot easier. Additionally, having real life experience helped me to understand the theory better. During the course I also had the opportunity to create a business plan for a musical festival which was fun to do something very practical. I now realise that events marketing is my calling, and it is because I saw how different companies organise events throughout my course.

We’ll carefully manage any future changes to courses, or the support and other services available to you, if these are necessary because of things like changes to government health and safety advice, or any changes to the law.

Any decisions will be taken in line with both external advice and the University’s Regulations which include information on this.

Our priority will always be to maintain academic standards and quality so that your learning outcomes are not affected by any adjustments that we may have to make.

At all times we’ll aim to keep you well informed of how we may need to respond to changing circumstances, and about support that we’ll provide to you.

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