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Do you want to make a difference in this competitive sector as an innovative and sustainable marketing manager? Our MSc Marketing programme will give you that edge along with the opportunity to learn about consumer behaviour, digital transformation, managerial strategies and communication approaches, which can be applied to responsible management practices through your future career as a marketing leader.

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Course overview

The programme is designed to provide you with a broad range of marketing discipline knowledge, including theoretical and practical perspectives of emerging debates, trends and developments surrounding marketing management in the global environment. These will prepare you for employment as a manager in a range of marketing contexts.

Learning and teaching on the programme takes place in three principal domains: Imagination, Expanding Horizons, and Wider World. We want to introduce you to the sort of bold innovations that spark your imagination on how to make a difference in the world. You will be encouraged to think imaginatively about the wider use and application of a variety of digital tools to lead established businesses, as well as growing small-to-medium sized enterprises (SMEs). Our academic staff bring an extensive range of professional experience and research interests to the programme ensuring it is full of stimulating and relevant content.

The core modules you cover – such as Product/Service Design and Development, Consumer Analysis, Insight and Creativity, and Market-Led Organisational Change – are all built on the principles of the United Nations Sustainable Development Goals. This emphasis encourages you to develop insights into sustainable practices around various areas of marketing management. There is also an essential module on Research Methods in Business which informs your final choice of dissertation or Consultancy Project

Throughout the year of study, you are presented with challenging experiences. These comprise a balance of theory and practice and include evaluating contemporary case studies, conducting research and analysis, and participating in creative development workshops.

What you need to know

Course start date



On campus, Winchester

Course length

  • 1 year full-time
  • 2 years part-time


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Typical offer

A first or second-class honours degree or professional experience in the area of study


From £9,550 pa

Course features

  • Take a masters degree that focuses on innovative practices, sustainability, integrated strategies and multi-platform campaign management
  • Conduct research and analysis on topics of your interest
  • Enjoy guest lectures from inspirational practitioners
  • Benefit from an emphasis on professional development and preparation for the workplace
  • Take the course in either one year full-time or up to 24 months part-time

Course details

Suitable for applicants from:

UK, EU, World

Learning and teaching

The dual emphasis on both the intellectual growth and professional development of students underpins the learning and teaching of the programme. Seminars are delivered by both academic staff and experienced marketers throughout the programme. Students are presented with challenging experiences through a balance of theory and practice by evaluating contemporary case studies, conducting research and analysis, and through participating in regular creative development workshops.


Taught elements of the course take place on campus in Winchester.


There are no conventional examinations. All modules are assessed through one piece of coursework per module.

Our validated courses may adopt a range of means of assessing your learning. An indicative, and not necessarily comprehensive, list of assessment types you might encounter includes essays, portfolios, supervised independent work, presentations, written exams, or practical performances.

We ensure all students have an equal opportunity to achieve module learning outcomes. As such, where appropriate and necessary, students with recognised disabilities may have alternative assignments set that continue to test how successfully they have met the module's learning outcomes. Further details on assessment types used on the course you are interested in can be found on the course page, by attending an Open Day or Open Evening, or contacting our teaching staff.


We are committed to providing timely and appropriate feedback to you on your academic progress and achievement in order to enable you to reflect on your progress and plan your academic and skills development effectively. You are also encouraged to seek additional feedback from your course tutors.

Further information

For more information about our regulations for this course, please see our Academic Regulations, Policies and Procedures.


Please note the modules listed are correct at the time of publishing. The University cannot guarantee the availability of all modules listed and modules may be subject to change. The University will notify applicants of any changes made to the core modules listed. For further information please refer to


Consumer Analysis, Insight and Creativity

This module explores contemporary consumer research and analysis techniques and examines its application and relevance within a marketing innovation context.  The module is designed to help students understand the factors that influence consumer behaviour and will examine the development of consumer behaviour in the marketplace from different disciplinary perspectives spanning the social sciences, evolving through an exploration of the contributions from; economics, psychology, sociology and cultural anthropology that reveal the motivations underlying consumer behaviour.  It will also appraise in detail, the new and emerging forms of consumer research and insight generating methodologies and the ethical dilemmas that may arise within this context.

Digital Transformation in Marketing

This module will introduce students to the marketing concept and its evolution from traditional forms of marketing to digital forms of marketing. The module will provide students with a comprehensive understanding of the marketing environment with an emphasis on drivers to the digital transformation of marketing. Students will be able to assess how digital transformation impacts on marketing strategies in different business scenarios. The module will give students a critical understanding of the key theories related to the process of digital marketing management alongside an appreciation of the key marketing metrics used in the digital marketing industry today. Students will develop an understanding of the range of data sources available for marketing decision making and of the ways in which these can be used to influence different elements of marketing strategy.

Market-led Organisational Change

Market-led Strategic Change will enable students to investigate and consider a range of contemporary marketing drivers. Change drivers are evolving, and practitioners will need to be able to recognise new influences on strategic marketing as they advance through their careers. Contemporary topics include transformative marketing, the Fourth Industrial Revolution, sustainability marketing, social marketing and digital marketing. Using the tools, models and frameworks of market-led-strategic change, students will devise and create new market-driven strategies to leapfrog customers with superior value over competition. Finally, students will critically reflect on their role as a leader of market-led strategic change.

Marketing Communications

The theoretical basis for this module frames marketing communications as a strategic marketing tool. Innovations from traditional communications forms such as broadcast and print as well as non-traditional forms such as ambient marketing and digital media will be reviewed; providing students with the theoretical knowledge and skills to create an engaging brand presence in an increasingly muddled media landscape.  Creative workshops are an explicit feature in this module providing scope to develop creative solutions for a variety of marketing scenarios. This module has a global perspective, where students will develop both practical transferable skills as well as a detailed theoretical awareness of communication design.

Research Methods in Business

This module is designed to provide students with the knowledge and tools required to develop and undertake research in any area of business. Students will evaluate and synthesise research philosophies, develop research strategies, and select research methods using secondary and/or primary sources appropriate to particular research questions, relating these to existing business theories.

The module provides the foundation for further development of research skills through a dissertation by independent study.

Optional Modules
  • Business Consulting - 20 Credits
  • Social Media Marketing and Analytics - 20 Credits
  • Dissertation or Consultancy Project - 40 Credits

You have the opportunity to tailor the course to your career aspirations by choosing from a range of modules to suit your interests.

Entry requirements

A first or second-class honours degree or professional experience in the area of study

Normally a first or second-class Honours degree or professional experience in the area of study.

Students who have achieved professional marketing status and hold full membership of Chartered Institute of Marketing (CIM) and an appropriate Level 7 qualification, such as the CIM Postgraduate Diploma in Marketing (or its international equivalent) may be eligible for entry with advanced standing.

Course Enquiries and Applications

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International points required

If English is not your first language: IELTS 6.0 overall with a minimum of 5.5 in writing or equivalent.

Applications need to be submitted before the published deadline date on our website. Late applications can be accepted throughout the remainder of the application year, for more information see our How to Apply section. 

If you are living outside of the UK or Europe, you can find out more about how to join this course by emailing our International Recruitment Team at


2024/2025 Course Tuition Fees 

  UK / Channel Islands /
Isle of Man / Republic of Ireland


Full-time £9,550 £17,450
Part-time £4,775 £8,725
Total £9,550 £17,450

Additional tuition fee information

If you are a UK student starting your degree in January / September 2024, the first year will cost you £9,550**.

If finance is a worry for you, we are here to help. Take a look at the range of support we have on offer. This is a great investment you are making in your future, so make sure you know what is on offer to support you.

**The University of Winchester will charge the maximum approved tuition fee per year.

Additional costs

As one of our students all of your teaching and assessments are included in your tuition fees, including, lectures/guest lectures and tutorials, seminars, laboratory sessions and specialist teaching facilities. You will also have access to a wide range of student support and IT services.

There might be additional costs you may encounter whilst studying. The following highlights the mandatory and optional costs for this course:


Core Text

Multiple copies of core text are held within the library and e-books are identified where possible, however due the popularity of some books, there will not be enough copies for every student. It is advised that students seek to purchase their own books - second hand copies are often available. Indicative cost is £350.


Printing and Binding

The University is pleased to offer our students a free printing allowance of £20 each academic year. This will print around 500 A4 mono pages. If students wish to print more, printer credit can be topped up by the student. The University and Student Union are champions of sustainability and we ask all our students to consider the environmental impact before printing. 


We have a variety of scholarship and bursaries available to support you financially with the cost of your course. To see if you’re eligible, please see our Scholarships and Awards.


Graduates are well equipped to move on to careers in marketing management, the creative industries, marketing business ownership and at national and international level with SMEs, NGOs, charity, and government organisations.

  • Develop and apply marketing expertise in innovation, strategic insight and creativity
  • Emphasis on professional development and preparation for the workplace
  • Conduct research and analysis using your own innovative ideas
Student with careers staff member
“The MSc programmes at Winchester provide you with an excellent foundation from which to pursue your career.” - Steve, MSc Graduate

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