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.
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.
*This course is subject to review
*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.
This programme is dual accredited by the Chartered Management Institute (CMI), the only organisation in the UK that can award Chartered Manager status. Upon graduating, you will be eligible for a CMI Strategic Management and Leadership qualification (subject to CMI moderation) in addition to your Middlesex University Degree*. The qualification recognises the core skills necessary to succeed in Management and aims at enhancing employability and earning potential.
*Graduates that commenced their degree from 2019 onwards will be eligible for a CMI Level 7 Strategic Management and Leadership qualification if they pass the programme’s mapped modules without compensation. Programme handbooks detail the mapped modules on each programme.
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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.
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.
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.
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.
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.
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.
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.
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.
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.
The module will develop students’ insights into how events and experiential marketing activities create a mutually beneficial and authentic interaction between customers and brands.
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.
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.
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.
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.
We are regularly reviewing and updating our programmes to ensure you have the best learning experience. We are taking what we've learnt during the pandemic and enhancing our teaching methods with new and innovative ways of learning. Please regularly check this section of the course page for updates.
The course is delivered through online lectures, forums and tutorials with further resources provided to assist your learning.
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.
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.
We have developed new approaches to teaching and learning for the 2021/22 academic year, and have resumed the majority of our teaching on campus.
We are currently reviewing our approach to teaching and learning for 2022 entry and beyond. We've learned a lot about how to give you a quality education - we aim to combine the best of our pre-pandemic teaching and learning with access to online learning and digital resources which put you more in charge of when and how you study. We will keep you updated on this throughout the application process.
Your timetable will be built around on campus sessions using our professional facilities, with online sessions for some activities where we know being virtual will add value. We’ll use technology to enhance all of your learning and give you access to online resources to use in your own time.
The table below gives you an idea of what learning looks like across a typical week. Some weeks are different due to how we schedule classes and arrange on campus sessions.
This information is likely to change slightly for 2022 entry as our plans evolve. You'll receive full information on your teaching before you start your course.
Learning structure: typical hourly breakdown in 2021/22
Live in-person on campus learning
Contact hours per week, per level:
Live online learning
Average hours per week, per level:
Outside of these hours, you’ll be expected to do independent study where you read, listen and reflect on other learning activities. This can include preparation for future classes. In a year, you’ll typically be expected to commit 1200 hours to your course across all styles of learning. If you are taking a placement, you might have some additional hours.
Definitions of terms
You 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 be delivered online and on campus and you 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 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.
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.
Start: October 2022, EU/INT induction: September 2022
Duration: 1 year full-time, 2 years part-time
Start: September 2022
Duration: 1 year full-time, 2 years part-time