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*Subject to revalidation

  • 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

To be successful in marketing, you need to drive innovation, build brand presence in a changing society, create an organisational culture that shares and acts on the principles of customer focus, and develop performance metrics that include data analytics and deep insights into consumer motivations. You also need to focus on financial and market performance. Marketing Innovation at Winchester enables you to develop and apply these capabilities in a creative manner with an awareness of ethical and social responsibility.

This is a cutting-edge programme that helps you hone a range of skills, from the strategic and creative process of leading and managing innovations through to commercialisation and beyond. You explore innovation as it pertains to existing products and services, focusing on the knowledge and skills required to ensure continued success of brands and organisations in the marketplace. You also investigate the areas of idea generation and innovative data collection methods, examining how insights derived from consumer research can aid the development of creative and effective marketing strategies. In addition, the programme fosters a detailed understanding of the design, development and management of new product and service innovations and explores how to create an engaging brand presence in an increasingly complex media landscape.

You 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.

Core modules include The Marketing Innovator; Consumer Insight, Analysis and Creativity; Product Service Design and Development Strategic Brand Planning; and Marketing Communications. There is also a compulsory module on Research Methods in Business which informs your final dissertation.

You complete the course equipped to pursue a career in product management, market development, business ownership, market research, customer insight management or new product development.


Graduates may enter domestic or international roles within product management, market development, business ownership, market research, customer insight management or new product development.

*Subject to revalidation

This course is subject to revalidation. 'Revalidation' is the process by which the University refreshes its existing provision. Revalidation assesses the quality and standards of the programme to ensure it continues to provide a distinct, high quality academic experience for students, enabling them to acquire the necessary academic knowledge, understanding, general and subject-specific skills required to pursue a graduate level career.


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.


Normally a first or second-class Honours degree or professional experience in the area of study. The MSc in Marketing Innovation attracts a diverse range of applicants, including recent business and non-business graduates who wish to pursue a career as a marketer; graduates from engineering/technical backgrounds who wish to develop crucial commercialisation skills; multi-disciplinary graduates who wish to set up their own business and require essential creative and analytical skills to successfully commercialise their business idea.

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.

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

Course Enquiries and Applications

Telephone: +44 (0) 1962 827234

Send us a message

International Students

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 or calling +44 (0)1962 827023

Applications need to be submitted before the 31 May 2021. Late applications can be accepted throughout the remainder of the application year, for more information see our How to Apply section.

Visit us

Explore our campus and find out more about studying at Winchester by coming to one of our Open Evenings.

Year 1: Level 7

Modules Credits

The Marketing Innovator 20

This module will introduce students to the role, skills and knowledge necessary to succeed as a professional marketing innovator. The module will (re)contextualise the core theoretical frameworks underpinning the marketing discipline, and will then progress to an advanced discussion on how the marketing discipline is undertaking significant innovations, in its values, approaches, methods and technologies. Students will examine the role played by marketing innovation in improving competitive performance in current and future business environments, and appreciate the balancing of organisational objectives against the opportunities and constraints in the market place, through the analysis of macro- and micro- environmental factors. The opportunity to reflect on contemporary marketing issues such as new ethical marketing challenges will be an important feature embedded throughout the module.

Consumer Analysis, Insight & Creativity 20

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.

Product-Service Design and Development 20

Marketing innovation makes a significant contribution to the processes of product-service design and development. Increasingly, organisations rely on product-service innovation – the design, development and marketing of new or improved products and services – to gain and sustain competitive advantage. This requires the marketer to place the voice of the customer at the heart of the organisation’s innovation processes, to achieve market-focused product-service design and development, and create a marketing mix to influence new product-service adoption by customers. This module allies aspects of ideation, creative problem-solving, concept development and product-service testing to rigorous market insight, marketing analytics and marketing management.

Strategic Brand Planning, Market Development and Opportunity Identification 20

Brand planning is a strategic discipline that focuses on consumers, in terms of what motivates and compels selection of a brand and how the emotional and rational aspects of a brand interact to create and maintain desire. This requires skill in using market research/consumer insight to develop brand strategy and market development techniques, such as brand positioning research, to understand what is core about brands and how consumers relate to that competitively in the marketplace. Students will also examine the following; i) brand management challenges; the internal and external forces that create barriers for managers in their brand building initiatives; ii) the impact, cultivation and measurement of brand equity and the inter-related strategies for building effective brand identities; iii) managing brand portfolios and assessing alternative brand leveraging strategies. The module will consider a broad range of tools, techniques and theories that help build equity and so drive brand performance.

Marketing Communications 20

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.

Market-led Organisational Change 20

The theoretical basis for this module focuses on the intersection of change management and innovation paradigms. This module explores the role of marketers in leading organisation-wide change in response to complex and dynamic global business environments. The emphasis is on innovative approaches to marketing based on customer value and corresponding changes to organisational culture, market sensing, strategy development, processes, organisation and strategic change. At a practical level the module will explore student’s experiences of change, how they interpret change, ways in which they can study change, choices and responses to change, and implications for their continuing professional development.

Research Methods for Business 20

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.

Dissertation 40

The dissertation enables students to specialise in an area of interest by conducting an independent, ind-depth research project, guided by research-active tutors. Students will evaluate and synthesise research philosophies, develop research strategies, conduct research using secondary and/or primary sources and analyse their findings in relation to existing accounting and finance theories.
The dissertation is of interest to potential future employers, demonstrating critical abilities, research expertise and business knowledge. It can also prompt student interest in conducting further research, whether in a consultancy role or in continued academic research at PhD level.

Please note the modules listed are correct at the time of publishing, for full-time students entering the programme in Year 1. Optional modules are listed where applicable. Please note the University cannot guarantee the availability of all modules listed and modules may be subject to change. For further information please refer to the terms and conditions at
The University will notify applicants of any changes made to the core modules listed above.

Progression from one level of the programme to the next is subject to meeting the University’s academic regulations.

2022 Course Tuition Fees

UK/Channel Islands and Isle of Man

Full-time entry | £8,550
Part-time entry | £4,275 p/a

Total Cost | £8,550

International Students

Full-time entry | £14,800
Part-time entry | £7,400 p/a

Total Cost | £14,800


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. Our Reprographics team also offer printing and binding services, including dissertation binding which may be required by your course with an indicative coast of £1.50-£3.


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.

Key course details

Full-time: 1 year Part-time: 2 years
Typical offer
Normally a first or second-class Honours degree or professional experience in the area of study.
On campus, Winchester