Course overview

Today's most successful companies share a commitment to anticipating and satisfying the needs of customers in carefully defined target markets. These organisations have understood that marketing is not some kind of magic formula nor is it about persuading people to buy something they don't want. They make it their business to deliver consistently superior value to their customers, they motivate everyone in the company to make this happen, and market share and profits follow.

If you already have a good degree (or significant work experience in marketing), you are fascinated by the world of marketing and you want to learn more, then a Master's degree in Marketing is worth your serious consideration. You can visit our MA Marketing (part-time) pages for details of our weekend option designed for busy working professionals.

Our programmes will help you acquire specialist marketing knowledge and skills, enabling you to:

• critically evaluate the relevance of theories of marketing and related activities to organisations
• apply and adapt theories of marketing management for use within industry
• demonstrate creativity and original thinking in the design and applications of solutions to different problems
• evaluate the possible implications of new innovations and theories to the future development of marketing management that are vital to a wide range of commercial, public and not for-profit organisations

Delivered by marketing tutors who want to help you explore this dynamic and challenging subject, our MA Marketing will update your knowledge and enhance your understanding of the principles and theories underlying effective marketing practice and provide your employer with leading edge marketing skills.

Professional accreditation

This programme has been approved and accredited by The Chartered Institute of Marketing (CIM) to provide direct entry onto the CIM's Professional Postgraduate Diploma in Marketing.

Exchange Opportunity to top Swiss business school

Full-time MA Marketing students will have the opportunity to study at the ZHAW School of Management and Law in Zurich, one of Switzerland’s leading business schools. Places for this challenging and exciting Erasmus exchange are limited to four students. Therefore, selection will be based on a formal application and interview process at Portsmouth. 

Successful students will study alongside their Swiss peers and other international exchange students. Teaching will be in English and students will study the following:

• SPSS
• Strategy and Core Processes
• Applied Marketing Research Project
• Operational Customer Management
• International Business
• an Elective Marketing Project

On completion of the above units students return to Portsmouth to commence their Dissertation or Critical Marketing Study research.

Under the Erasmus exchange programme successful students will not have to pay additional fees, but will be responsible for their accommodation and living costs.

Find out more

For further information, please contact our Admissions Team (details above). We also hold regular postgraduate and part-time open evenings at which you can see our facilities, enjoy a guest lecture and meet the academics and current students over drinks and canapés. Applicants will be interested to know that each year Portsmouth Business School offers a number of scholarships for self-funding students.

Course content

Two routes to one award

A Master's qualification 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.

There are two routes to the MA Marketing:

• Dissertation route (60 credits) – a substantial piece of independent research drawing on secondary and primary data
• Critical Marketing Study route (60 credits) – 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. Further information will be available during induction.

Research Methods workshops are provided as an integral part of both the Dissertation and Critical Marketing Study routes.

Unit descriptions

Marketing Essentials (30 credits): 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 (30 credits): 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

Emerging Issues in Marketing (30 credits): 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 (30 credits): 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 teaching methods, for example, tutor-led presentation of material, in-class exercises, case study analyses, student presentations, group work and in-class discussion. All units are taught units, with the exception of the Dissertation and Critical Marketing Study which you undertake with the support and guidance of a supervisor.

Assessments will take the form of coursework assignments and examinations. Coursework assignments may take the form of group work, presentations, case study analyses or reports and examinations may be closed or open book. You will be encouraged to read widely and critically evaluate academic and practical materials.

No matter what your background or experience, studying for a Master’s qualification can be a demanding experience. In order to ensure that every student gets the most out of the postgraduate marketing programmes we offer an extensive support and assistance package.

The University of Portsmouth has consistently been awarded an excellent rating for student support and guidance in a number of Quality Assurance Agency inspections. There is a strong culture of student pastoral support in the department and all students are allocated a Personal Tutor for the duration of their programme.

Career prospects

The highly regarded MA Marketing programme was established at Portsmouth Business School in 1995 and has consistently attracted applicants from around the world.

We aim to:

• enhance your career prospects and prepare you for roles in marketing and marketing-related functions
• develop your understanding of the value and contribution marketing can make to a variety of consumer, business, national and international markets and across industry sectors
• provide a challenging and demanding treatment of marketing concepts, techniques and applications
• develop your professional and interpersonal skills, so that you can:
  • undertake independent research
  • access, evaluate, synthesise and present information from a variety of sources
  • construct and write reports, coherently evaluating alternatives and drawing logical conclusions and supporting recommendations
  • select and apply relevant models to support high quality decision making
  • present complex strategic arguments to individuals and groups
  • organise and control resources to meet output targets
  • analyse and interpret data and information from a variety of sources to identify and resolve problems facing marketing management
• enable you to share experience and develop knowledge with others

This programme has been approved and accredited by the Chartered Institute of Marketing to provide direct entry onto its Professional Postgraduate Diploma in Marketing. The department encourages outstanding Master's students to apply for doctoral study.

A Master's qualification immediately differentiates students in the highly competitive jobs market. In particular, it demonstrates a commitment to and expertise in this field, qualifying you for a wide range of marketing-related jobs.

Former graduates have gone on to work in a variety of organisations, including advertising, financial services, airlines, manufacturing, textiles and market research. Those already employed in marketing positions have greatly enhanced their promotion prospects.

Facilities and features

• An extensive and friendly induction schedule will introduce you to the University, its learning resources and your programme.
• Each student has a Personal Tutor, responsible for pastoral support and guidance.
• Special Academic English for postgraduate students: this free, dedicated and professional help for those whose first language is not English is timetabled into your marketing programme.
• University support services include professional and friendly advice on careers, finance, disability and housing and a free counselling service is also available.
• A Student Centre incorporating Student's Union and student services.
• Excellent library facilities. The University Library is just a few minutes walk away from the Richmond Building. It is open in term time from 8am until midnight, seven days a week and provides extensive study and IT facilities. You will have 24 hour internet access to leading databases, bringing you a wealth of data and information, including academic and practitioner publications.
• Programme and unit handbooks provide information about the course structure, regulations etc.
• Written feedback is provided for all coursework assessments.
• Course and lecture materials will be available online via the Business School's Virtual Learning Environment (VLE)
• Extensive computer facilities including personal email accounts and access to the internet.
• Academically qualified and enthusiastic staff with relevant experience including research, consultancy and links with industry.
• Wide links with companies and organisations willing to provide guest speakers and live case studies.
• Access to online learning support facilities.

Entry requirements

The entry requirements for MA Marketing are shown above, for more detailed information please contact:

Department: Portsmouth Business School
Tel: +44 (0)23 9284 8200
Email: pbs.postgradadmissions@port.ac.uk