MA
Marketing
Update and enhance your marketing skills
Course Overview
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 our computer labs, exploring the latest marketing software systems and media application software
What opportunities might it lead to?
This programme has been approved and accredited by the Chartered Institute of Marketing to provide direct entry onto the CIM's Professional Postgraduate Diploma in Marketing.
Primarily however, 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
- sales
I loved being surrounded by open–minded and intelligent classmates who have broadened my horizons and enhanced my personality.
Tatyana Nikolova, MA Marketing student
Key Facts
- Duration
- 1 year full time
- Entry
A good 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 a minimum score of 6.0 in all individual components, or equivalent.- Fees
UK/EU/Channel Islands and Isle of Man full-time students: £6,000
International full-time students: £11,000
*Please note that all fees are subject to annual increase.- Contact
- pbs.postgradadmissions@port.ac.uk
+44 (0)23 9284 8200 - Department
- Portsmouth Business School
Structure & Teaching
There are two routes to our MA Marketing:
- Dissertation route: a substantial piece of independent research drawing on secondary and primary data
- Critical Marketing Study route: requiring evaluation of an organisation’s marketing activities using secondary sources only
Both routes require you to undertake the same number of credits, but units vary slightly according to which route you choose. Research Methods workshops are provided as an integral part of both the Dissertation and Critical Marketing Study routes.
Here are the units you will study:
Marketing Essentials: This unit explores the fundamental concepts, principles and practices of marketing, which includes:
- business orientations
- macro and micro marketing environments
- segmentation
- targeting and positioning
- marketing planning and research
- consumer and organisational behaviour
- marketing mix
- 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
- analytical tools such as SPSS and NVivo
- marketing planning and marketing information systems
Contemporary Issues in Marketing: This unit is largely delivered by a number of external guest speakers who are experienced and specialised practitioners. It aims to expose you to contemporary and often controversial issues that organisations are grappling with in the real world.
Strategic Marketing Management: This unit explores:
- marketing and shareholder value
- customer relationships
- growth strategies
- analysing the business environment
- competing for organisational resources
- managing products and brands for value
- value-based pricing and implementing value-based strategies
- global marketing
- B2B marketing
- services marketing
- innovation
- key account management
Teaching and Assessment
You will experience a range of stimulating teaching methods including tutor-led presentation of material, in-class exercises, case study analyses, student presentations, 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
- presentations
- essays
- case study analysis or reports
- closed or open book exams
Tutor's view
Jill Brown
Business and Management
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
Flexible Learning
Benefit from web, email or phone access to many of our facilities and services
Support
Tutors are available to support your studies via online tutorials, email and telephone conferencing
University Library
Our library offers a wealth of information including thousands of online ejournals
Flexible Learning
Although you may not be campus based, you will still benefit from web, email or phone access to many of our facilities and services. Our student website, LookUP, 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.
Support
Due to the self-study nature of this course and the potential pressure of juggling your course alongside work life, we aim to provide you with as much support as possible. There are tutors available to support your studies via online tutorials, email and telephone conferencing. You will also be assigned a personal tutor who will offer support and guidance throughout your studies.
University Library
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
Careers & Opportunities
Career prospects
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.
Career planning
One of the benefits of studying at Portsmouth is the support that we provide to our Master's and Research Degrees students in career planning. Our careers and recruitment service – Purple Door – 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.