Update and enhance your marketing skills
Why take this course?
Our course is designed to update your knowledge and enhance your understanding of the principles and theories underlying effective marketing practice and provide you with leading edge contemporary marketing skills. You will explore this dynamic and challenging field to an advanced level.
What will I experience?
On this course you can:
- Benefit from advice and interaction with our many professional visiting speakers
- Apply live case studies to your coursework through the wide links we have with companies and organisations
- Work in teams on the Market2win simulation software gaining invaluable experience of strategic marketing decision-making
What opportunities might it lead to?
The Chartered Institute of Marketing (CIM) is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners. The University of Portsmouth has joined forces with CIM to give students the opportunity to gain professional qualifications through CIM Graduate Gateway. Those graduating with a mark of 50% or more will be exempted from the Strategic Marketing module in the CIM Level 6 Professional Diploma in Marketing for a period of three year following graduation. CIM qualifications are highly sought after by employers, and map alongside our own degrees which ensures you have best opportunities for a successful marketing career.
This course aims to enhance your career prospects and prepare you for roles in marketing and marketing-related functions.
Here are some routes our graduates have pursued:
- business development
- direct marketing
- marketing research
- digital marketing
- marketing communications
Studying MA Marketing gave me the opportunity to understand how marketing works in the real world, whilst learning all the necessary theory in an interesting and enjoyable way. I now work for a company I have always wanted to, which I couldn't have done without the knowledge and experience from studying at Portsmouth.
Lisa Jenkins, MA Marketing student
- 1 year full time
- A second-class honours degree, or equivalent professional experience and/or qualifications, such as the Chartered Institute of Marketing Diploma in Marketing. English language proficiency at a minimum of IELTS band 6.5 with no component score below 6.0.
UK/EU/Channel Islands and Isle of Man students
2016/17 entry: full time: £6,400
2017/18 entry: full time: £6,400
Full-time course is eligible for Government Postgraduate Loan
2016/17 entry: full time: £12,700
2017/18 entry: full time: £13,300
*Tuition fee is subject to annual increase
+44 (0) 23 9284 2991
- Marketing and Sales
- Programme specification
- Accreditations & Endorsements
Structure & Teaching
The MA Marketing course at Portsmouth Business School aims to make you highly employable in the field of marketing. You will develop advanced marketing knowledge and skills and also develop skills in critical appraisal, team working, debating, writing, research and giving presentations.
In the first teaching block you will critically examine the fundamental concepts and practices of marketing. Alongside this you will explore the tools and techniques used by marketing departments in business analysis and research.
In the second teaching block you will interact with senior marketing practitioners and explore contemporary issues in marketing such as digital marketing and the impact of social media, sustainability, crisis management and the relationship between marketing and sales.
Alongside this you will examine how marketers can offer shareholder value by developing customer relationships and managing brands for value, and you will gain invaluable experience of strategic marketing decision-making by using the Market2win simulation software.
The culmination of your Master's course will be either a Dissertation or a Critical Marketing Study.
Here are the units you will study:
Essentials of Marketing: This unit explores the fundamental concepts and practices of marketing, which include:
- business orientations
- macro and micro marketing environments
- segmentation, targeting and positioning
- marketing planning and research
- consumer and organisational behaviour
- tools, media and content
- marketing across borders
- ethics and marketing
Marketing Analysis and Decision: This unit is designed to provide you with a foundation in the tools and techniques used by marketing departments in business analysis and research. It will include:
- business finance for marketing
- marketing metrics
- marketing planning
- marketing information systems
- marketing research
- customer relationship management (CRM)
Contemporary Issues in Marketing: This unit is largely delivered by senior marketing practitioners who will expose you to contemporary and often controversial issues that organisations are grappling with in the real world. Topics may include:
- digital marketing
- managing innovation
- globalisations of SMEs
- integration of sales and marketing
- sustainability and marketing
Strategic Marketing Management: This unit focuses on the strategic role of marketing in delivering value to stakeholders. You will examine:
- marketing and shareholder value
- customer relationships
- growth strategies
- competing for organisational resources
- managing products and brands for value
- value-based pricing
Dissertation: a substantial piece of independent research drawing on secondary and primary data
Critical Marketing Study: requiring evaluation of an organisation's marketing activities using secondary sources only.
You will be provided with extensive support in research methods, and a supervisor to guide you, as you complete your Dissertation or Critical Marketing Study.
Teaching and Assessment
You will experience a range of stimulating teaching methods including tutor-led presentation of material, case study analyses, student presentations, computer-based simulation group work and in-class discussion. You will also be encouraged to read widely and critically evaluate academic and practical materials.
How are you assessed?
You will be assessed throughout the course by means of coursework assignments and examinations. Here’s how:
- group work
- case study analysis or reports
- closed or open book exams
Director of Postgraduate Marketing Curriculum
The MA Marketing course at Portsmouth Business School attracts applicants from around the world thanks to the combination of academic rigour with practical application, and a focus on key employability skills.
Facilities & Features
Our student website will be your one-stop shop for all news, information and links to other services, and 24/7 online access to the University Library’s vast electronic book, journal and database collections will help you find the right resources for your studies.
We aim to provide you with as much support as possible. You will also be assigned a personal tutor who will offer support and guidance throughout your studies.
Modern, comfortable and a great learning environment, our library offers a wealth of information including 400,000 books, DVDs, maps and thousands of online ejournals and newspapers. Many electronic resources are available anywhere, 24/7 and our friendly staff are always on hand to help.
We had classes with professional individuals working in PR, and major retailers such as New Look etc. Not only does it enhance your learning experience, but it provides insight into the broader industry environment, locally and internationally.
Annie Duong, MA Marketing student
Budgeting for your studies
There may be extra costs arising from your studies which you will need to consider when planning your expenditure.
Some are common costs to all courses of study. These may include the cost of study texts, reference books, photocopying and computer supplies. Others relate to specific courses and may include field trips, materials and specialist equipment.
Careers & Opportunities
This course will provide you with credibility in a highly competitive field and the confidence you will need to obtain the most sought-after roles. In particular, it demonstrates a commitment to marketing and an expertise in the field, immediately enhancing your career prospects.
You will be qualified to enter a wide range of marketing-related jobs. Previous graduates have been successful in securing roles in a variety of organisations, including advertising, financial services, airlines, manufacturing, textiles and market research.
If you are already employed in marketing positions, you will find this course enhances your promotion prospects and provides a stepping stone to more senior positions.
One of the benefits of studying at Portsmouth is the support that we provide to our Master's and Research Degree students in career planning. Our careers and recruitment service can assist you in career research and finding employment opportunities. Help is also available if you wish to find a part-time job while studying your degree.
We offer our postgraduate students and alumni one-to-one appointments with a careers adviser, or an online service for those not able to travel back to the University. Our alumni can call on our career services for five years after graduation.
In addition, regular employability events offer you the chance to meet employers, find out about different career sectors and improve your applications or CV. The Graduate Summer Programme provides a range of guidance and employability seminars and workshops.
Benefits of Postgraduate Study
Regardless of whether you are seeking to build on your studies, further your career or pursue a career change, a postgraduate qualification adds to your achievement record.
- Postgraduate study may greatly improve your chances of getting that first break.
- Many graduate employers prefer the higher intellectual rigour displayed in postgraduate students.
- Recruiters for roles requiring specialist knowledge or research particularly target those with higher level qualifications.
- Postgraduate study shows you can take the challenge of in-depth study; acquiring transferable skills in team working and problem solving techniques.
- If you have a passion for a particular subject, postgraduate study can also be something undertaken as part of your own development at an appropriate time in your life.
Online application form
Apply direct using our online form
Your application will be received by the University's Admissions Team before being transferred to individual departments for consideration and processing.
Postgraduate Information Days
Our Postgraduate Information Days give you the opportunity to visit the University and meet with course leaders. You can also go to a range of academic and support-based talks to get the information you need to consider when studying at postgraduate level with us.
Our Postgraduate Information Days for 2017 entry are:
- Wednesday 1 March 2017, 1pm - 5pm
- Wednesday 26 April 2017, 1pm - 5pm
Portsmouth Business School open events
Find out about our this course meet lecturers and get advice on funding your studies at our events for postgraduates and part-time undergraduates.
- Thursday 16 February 2017, 5.30pm - 7.30pm
- Wednesday 21 June 2017, 5pm - 7pm
- Tuesday 5 September 2017, 5pm - 7pm
Other opportunities to visit
Download our free walking tour PDF for a self-guided tour of the University. You can visit Monday to Friday between 8.30am and 4pm.
We have an open-door policy so you will be able to take a look in our buildings, speak to some of our support services and get a feel for the campus.
If you are unable to visit us, contact the admissions team – see the 'Key Facts' section above for contact details.
Staff from our international Office regularly attend overseas exhibitions. To find out more about these and our visits to your region see our International Office exhibitions page.
Fees and Funding
Find out more about fees and funding available to you at Portsmouth.