Programme Specification for the 2025/6 academic year
MSc Marketing Management
1. Programme Details
| Programme name | MSc Marketing Management | Programme code | PTS1BSMBSM01 |
|---|---|---|---|
| Study mode(s) | Full Time |
Academic year | 2025/6 |
| Campus(es) | Streatham (Exeter) |
NQF Level of the Final Award | 7 (Masters) |
2. Description of the Programme
You will join an immersive learning environment that fuses forward-thinking marketing practice with the broader managerial skills necessary to guide organisations toward growth. By studying at the University of Exeter Business School, you benefit from a triple-accredited institution that places research-led insights at the heart of its teaching. Exeter’s commitment to real-world relevance shapes your experience, from interactive discussions rooted in contemporary consumer behaviour to applied projects reflecting the fast-changing demands of digital platforms and emerging technologies such as AI.
This programme’s unique focus on marketing as a management discipline means you gain a comprehensive toolkit: you will master strategic thinking, sharpen your financial literacy for evidence-based decision making, and explore emerging areas such as sustainability digital analytics, artificial intelligence, and global strategy. The combination of theory, case studies, and consultancy-style engagements promotes a practical mindset, enabling you to apply your learning to current industry challenges. At every stage, you will be supported by academic experts who are active researchers and advisors to leading corporations, ensuring your studies remain linked to best practices and future trends.
The University’s vibrant campus ecosystem fosters collaboration with peers from across the globe, expanding your intercultural awareness and professional network. Opportunities to participate in employer-led sessions, business competitions, and guest lectures from seasoned practitioners further augment your classroom studies. By the time you graduate, you will have developed not only the creative and analytical capabilities that define a skilled marketer, but also the managerial acumen and leadership perspective that empower you to drive strategic decisions and adapt to evolving market landscapes.
3. Educational Aims of the Programme
The MSc Marketing Management (January Start) programme is strategically designed to provide a high-quality, immersive postgraduate experience that equips individuals with the knowledge, skills, and strategic acumen necessary to thrive in a dynamic global marketing landscape. The broad educational intentions of this programme encompass the following:
Academic Scope:
- To provide a firm grounding in marketing as a management discipline, integrating robust theoretical frameworks with advanced practical applications. This includes a comprehensive understanding of consumer insights, competitive dynamics, digital analytics, artificial intelligence, and marketing technologies.
- To foster an evidence-led approach to marketing, drawing upon the Business School’s research prominence in consumer psychology, digital transformation, and sustainability. The curriculum will integrate cutting-edge discussions on data-driven decision-making, ethical AI use, and sustainable marketing strategies.
- To offer a broad-based marketing qualification that seamlessly integrates theoretical foundations with applied managerial insights, preparing graduates for diverse roles across various industries.
Learning and Teaching Methods:
- To deliver a distinctive, three-term structure that methodically transitions from foundational marketing knowledge to advanced, practice-focused learning. This approach promotes a seamless progression toward leadership skills and strategic competencies.
- To emphasise experiential learning through projects, real-world case studies, and enterprise collaborations, informed by Exeter’s active links with businesses and research networks.
- To utilise a variety of teaching approaches, including interactive discussions, online and self-directed learning, group work, and supportive small group sessions, to challenge and engage students.
- To provide opportunities for engagement with current practitioners, alumni, and local organisations, fostering a strong network of marketing professionals.
Learning Environment:
- To create a supportive, kind, and welcoming learning environment that considers both the academic and pastoral aspects of the student experience.
- To cultivate a collaborative learning environment through a diverse and international cohort, sharpening participants’ cross-cultural communication abilities and global outlook.
- To enrich learning through shared experiences with students from a wide field of undergraduate studies, reinforcing the institution’s commitment to inclusivity and thought leadership in marketing education.
Distinctive Intentions:
- To respond to a growing international demand for flexible entry points into higher education by offering a January intake, thereby expanding the Business School’s reach into a growing mid-cycle market.
- To position graduates at the forefront of contemporary marketing practice by focusing on emerging trends such as digital analytics, artificial intelligence, and marketing technologies.
- To ensure graduates emerge with the acumen to lead strategic campaigns, manage organisational resources, and adapt swiftly to changing market landscapes, producing confident, innovative marketing managers.
- To provide comprehensive career development support, including dedicated networking and employability services, underpinning the programme’s industry relevance and preparing students for successful career paths in roles such as Marketing Manager, Brand Manager, Digital Marketing Specialist, and Client Strategy Consultant.
4. Programme Structure
The MSc Marketing Management is a 1-year full-time programme of study at Regulated Qualifications Framework (RQF) level 7 (as confirmed against the FHEQ). This programme is divided into units of study called modules which are each assigned a number of credits. The credit rating of a module is proportional to the total workload, with 1 credit being nominally equivalent to 10 hours of work. You will complete 180 credits of compulsory modules as detailed in section 5. Integrative or capstone learning experiences are embedded across core modules, particularly in Marketing in Practice (BEMM215), where students synthesise learning in practical, real-world projects that mirror capstone functions.
Interim Awards
If you do not complete the programme, you may be able to exit with a lower qualification.
A Postgraduate Diploma may be awarded when a student gains at least 120 credits from the compulsory modules.
A Postgraduate Certificate may be awarded when a student gains at least 60 credits from the compulsory modules.
5. Programme Modules
The following tables describe the programme and constituent modules. Constituent modules may be updated, deleted or replaced as a consequence of the annual programme review of this programme.
The following tables describe the programme and constituent modules. Constituent modules may be updated, deleted or replaced as a consequence of the annual review of this programme. Details of the modules currently offered may be obtained from the Faculty website: https://business-school.exeter.ac.uk/study/masters/modules/
You may take optional modules as long as any necessary prerequisites have been satisfied, where the timetable allows and if you have not already taken the module in question or an equivalent module.
Stage 1
120 credits of compulsory modules, 60 credits of optional modules.
Compulsory Modules
120 credits of compulsory modules:
| Code | Module | Credits | Non-condonable? |
|---|---|---|---|
| BEMM166 | Integrated Marketing Communications | 15 | No |
| BEMM069 | Marketing and New Product Innovation | 15 | No |
| BEMM778 | Applied Digital Marketing Analytics | 15 | No |
| BEMM827 | Marketing Technologies | 15 | No |
| BEMM068 | Managing Competitive Strategy | 15 | No |
| BEMM780 | Consumer Behaviour in the Digital Environment | 15 | No |
| BEMM800 | Foundations to Business Communication | 15 | No |
| BEAM045 | Accounting for International Managers | 15 | No |
Optional Modules
Note - Optional modules
Note A - Choose 15 credits from this list.
Note B - Choose 30 credits from this list.
Note C - Choose 15 credits from this list.
| Code | Module | Credits | Non-condonable? |
|---|---|---|---|
| BEMM115 | Marketing Analysis and Research See note C above. | 15 | No |
| BEMM128 | Brand Design See note A above. | 15 | No |
| BEMM782 | Digital Marketing Planning See note A above. | 15 | No |
| BEMM265 | Sustainability and Behaviour Change See note C above. | 15 | No |
| BEMM779 | Content Creation and Communication See note C above. | 15 | No |
| BEMM215 | Marketing in Practice See note B above. | 30 | No |
| BEMM118 | Strategic Innovation Management See note B above. | 15 | No |
| BEMM394 | Entrepreneurship: New Venture Creation See note C above. | 15 | No |
| BEMM786 | Service Design and Innovation See note B above. | 15 | No |
| BEMM463 | Marketing Analytics See note B above. | 15 | No |
6. Programme Outcomes Linked to Teaching, Learning and Assessment Methods
Intended Learning Outcomes
A: Specialised Subject Skills and Knowledge
| Intended Learning Outcomes (ILOs) On successfully completing this programme you will be able to: | Intended Learning Outcomes (ILOs) will be... | |
|---|---|---|
| ...accommodated and facilitated by the following learning and teaching activities (in/out of class): | ...and evidenced by the following assessment methods: | |
1. Apply advanced marketing theories and frameworks to real-world scenarios: Demonstrate a comprehensive understanding of contemporary marketing principles, strategies, and their application in diverse business contexts. | ·Lectures and Seminars: Interactive sessions covering core marketing theories, digital marketing concepts, consumer behaviour models, and strategic planning frameworks. ·Case Studies and Problem-Based Learning: Analysis of real-world marketing challenges, requiring application of theoretical knowledge to practical scenarios. ·Industry Guest Speakers and Workshops: Sessions led by marketing professionals sharing current industry practices, trends, and case examples. ·Practical Software and Tool Training: Hands-on training with marketing analytics platforms, CRM systems, and digital advertising tools. ·Group Projects and Presentations: Collaborative work on marketing plans, campaign development, and strategic analyses, fostering teamwork and presentation skills. ·Independent Research and Reading: Directed study of academic literature, industry reports, and contemporary marketing publications. ·Lectures and Seminars: Interactive sessions covering core marketing theories, digital marketing concepts, consumer behaviour models, and strategic planning frameworks. ·Case Studies and Problem-Based Learning: Analysis of real-world marketing challenges, requiring application of theoretical knowledge to practical scenarios. ·Industry Guest Speakers and Workshops: Sessions led by marketing professionals sharing current industry practices, trends, and case examples. ·Practical Software and Tool Training: Hands-on training with marketing analytics platforms, CRM systems, and digital advertising tools. ·Group Projects and Presentations: Collaborative work on marketing plans, campaign development, and strategic analyses, fostering teamwork and presentation skills. ·Independent Research and Reading: Directed study of academic literature, industry reports, and contemporary marketing publications.
| · Essays and Reports: Demonstrating theoretical understanding and analytical capabilities in applying marketing concepts. |
Intended Learning Outcomes
B: Academic Discipline Core Skills and Knowledge
| Intended Learning Outcomes (ILOs) On successfully completing this programme you will be able to: | Intended Learning Outcomes (ILOs) will be... | |
|---|---|---|
| ...accommodated and facilitated by the following learning and teaching activities (in/out of class): | ...and evidenced by the following assessment methods: | |
1. Conduct rigorous research and critical analysis in marketing: Apply systematic research methodologies to investigate marketing phenomena and critically evaluate information from various sources. | · Research Methods Workshops: Training on qualitative and quantitative research techniques relevant to marketing. | · Research Proposals and Dissertations: Assessing research skills, critical analysis, and ability to conduct independent academic inquiry. |
Intended Learning Outcomes
C: Personal/Transferable/Employment Skills and Knowledge
| Intended Learning Outcomes (ILOs) On successfully completing this programme you will be able to: | Intended Learning Outcomes (ILOs) will be... | |
|---|---|---|
| ...accommodated and facilitated by the following learning and teaching activities (in/out of class): | ...and evidenced by the following assessment methods: | |
1. Communicate effectively and persuasively to diverse audiences: Articulate complex marketing concepts and strategies clearly and concisely, both orally and in writing. | · Team-Based Projects and Presentations: Fostering collaboration, negotiation, and conflict resolution skills. | · Group Project Reports and Presentations: Evaluating teamwork, communication, and problem-solving skills. |
7. Programme Regulations
Progression and Award
Condonement is the process that allows you to be awarded credit (and so receipt of an award at the final stage) despite failing to achieve the pass mark of 50% at a first attempt. You are not entitled to reassessment in condoned credit.
Up to 45 credits of failure can be condoned on the following conditions:
a) You have completed and been assessed in modules amounting to sufficient credit for the final award (i.e. 180 credits for MSc Marketing Management, 120 credits for a PGDip Marketing Management, and 60 credits for a PGCert Marketing Management).
b) You must pass the modules that are considered non-condonable. These are marked with a ‘Yes’ in the ‘non-condonable’ column in the tables in section 5 above.
c) You must achieve an average mark of at least 50% across the full 180 credits of assessment in the stage, including any failed and condoned modules.
Classification
The marking of modules and the classification of awards broadly corresponds to the following markets:
Postgraduate Degrees:
Distinction 70%+
Merit 60 – 69%
Pass 50 – 59%
Classification
Full details of assessment regulations for all taught programmes can be found in the TQA Manual, specifically in the Credit and Qualifications Framework, and the Assessment, Progression and Awarding: Taught Programmes Handbook. Additional information, including Generic Marking Criteria, can be found in the Learning and Teaching Support Handbook.
8. College Support for Students and Students' Learning
Personal and Academic Tutoring: It is University policy that all Departments should have in place a system of academic and personal tutors. The role of academic tutors is to support you on individual modules; the role of personal tutors is to provide you with advice and support for the duration of the programme and extends to providing you with details of how to obtain support and guidance on personal difficulties such as accommodation, financial difficulties and sickness. You can also make an appointment to see individual teaching staff.
In addition the School provides:
- Dedicated Programme Director
- Supervisor for Business Project
- Dedicated IT facilities and computing staff
- Dedicated in-sessional language and study skills classes
- Referral service to English Language Centre
- Departmental staff-postgraduate seminar programme (visiting speakers)
- Representation on the Student Council
Student / Staff Liaison Committee enables students and staff to jointly participate in the management and review of the teaching and learning provision.
The Postgraduate Handbook can be accessed via ELE at the following address: http://vle.exeter.ac.uk/course/view.php?id=1645
9. University Support for Students and Students' Learning
Please refer to the University Academic Policy and Standards guidelines regarding support for students and students' learning.
10. Admissions Criteria
Undergraduate applicants must satisfy the Undergraduate Admissions Policy of the University of Exeter.
Postgraduate applicants must satisfy the Postgraduate Admissions Policy of the University of Exeter.
Specific requirements required to enrol on this programme are available at the respective Undergraduate or Postgraduate Study Site webpages.
11. Regulation of Assessment and Academic Standards
Each academic programme in the University is subject to an agreed College assessment and marking strategy, underpinned by institution-wide assessment procedures.
The security of assessment and academic standards is further supported through the appointment of External Examiners for each programme. External Examiners have access to draft papers, course work and examination scripts. They are required to attend the Board of Examiners and to provide an annual report. Annual External Examiner reports are monitored at both College and University level. Their responsibilities are described in the University's code of practice. See the University's TQA Manual for details.
14. Awarding Institution
University of Exeter
15. Lead College / Teaching Institution
Faculty of Environment, Science and Economy (ESE)
16. Partner College / Institution
Partner College(s)
Not applicable to this programme
Partner Institution
Not applicable to this programme.
17. Programme Accredited / Validated by
0
18. Final Award
MSc Marketing Management
19. UCAS Code
Not applicable to this programme.
20. NQF Level of Final Award
7 (Masters)
21. Credit
| CATS credits | 180 |
ECTS credits | 90 |
|---|
22. QAA Subject Benchmarking Group
Level 1
23. Dates
| Origin Date | 24/06/2025 |
Date of last revision | 02/10/2025 |
|---|
