Skip to main content

Study information

Programme Specification for the 2023/4 academic year

MSc Marketing (9 months)

1. Programme Details

Programme nameMSc Marketing (9 months) Programme codePTS0SBESBE16
Study mode(s)Full Time
Academic year2023/4
Campus(es)Streatham (Exeter)
NQF Level of the Final Award7 (Masters)

2. Description of the Programme

Our MSc Marketing draws upon the unique expertise the School has in the areas of marketing and society, consumer behaviour, services, psychology, and branding. It is especially relevant for those seeking a career as a marketing professional equipped with an understanding of how marketing and consumption work at the level of the individual and across society. Many of the course materials such as lectures, seminars and research data will be provided in a downloadable format.

The programme will develop your understanding of the theory of marketing as well as a broad range of managerial skills and knowledge for contributing to a global economy. The core modules are augmented by specialist optional modules to enable you to build up a knowledge base to suit your individual interests.

3. Educational Aims of the Programme

The programme aims to:

  • Develop the students’ competence in applying skills to marketing practice.
  • Develop the critical and analytical powers of the student in relation to marketing.
  • Stimulate and encourage in students a questioning and creative approach, thus developing their enthusiasm for Marketing and a capacity for independent judgement.
  • Develop critical, problem-based learning skills and the transferable skills to prepare the student generally for employment.

The Business School intends to provide students taking this programme with:

  • Opportunities for learning that is enriched through being shared with an internationally comprised group of graduates of a diverse field of studies
  • Opportunities to engage with a range of advanced concepts and applications, drawing upon the                 specialist expertise of the staff and visiting speakers in the seminar series.
  • The opportunity, through the flexibility provided by a wide range of choice of modules, to complete a programme of study relevant to their interests and aptitudes.
  • Regular and frequent small-group contact with staff with the appropriate teaching skills and experience, including current activity in high-level research.
  • An environment which is caring and supportive in both academic and pastoral aspects and which will have encompassed an appropriate range of teaching methods at the cutting edge of pedagogical technology and broadened their learning experience.

4. Programme Structure

5. Programme Modules

Stage 1

Compulsory Modules

75 credits of compulsory modules:

CodeModule Credits Non-condonable?
BEMM103 Advanced Marketing Seminars 15No
BEMM115 Marketing Analysis and Research 15No
BEMM148 Marketing Strategy 15No
BEMM166 Integrated Marketing Communications 15No
BEMM120 Understanding Consumer Behaviour 15No

Optional Modules

105 credits of optional modules from the selection below:

*This option is only available to students starting the programme in September, and is not available for January starters.
CodeModule Credits Non-condonable?
BEAM045 Accounting for International Managers 15No
BEMM116 Principles of International Business 15No
BEMM374 Tourism and Marketing 15No
BEMM164 Consumption, Markets and Culture 15No
BEMM128 Brand Design 15No
BEMM126 Purchasing and Supply Chain Management 15No
BEMM129 Digital Business Models 15No
BEMM071 Leadership and Global Challenges 15No
BEMM782 Digital Marketing Planning 15No
BEMM069 Marketing and New Product Innovation 15No
BEMM786 Service Design and Innovation 15No
BEMM178 Innovation Management 15No
BEMM778 Applied Digital Marketing Analytics 15No
BEMM394 Entrepreneurship: New Venture Creation *15No
BEMM265 Sustainability and Behaviour Change 15No

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. A strong knowledge regarding the theory of marketing as well as a broad range of managerially directed skills and knowledge for contributing to a global economy.
2. Knowledge augmented by a series of related subject areas providing them with an eclectic knowledge base and consequent knowledge advantage in the workplace.
3. Problem solving and team working skills

  1. BEMM148 Marketing Strategy asks students to apply frameworks of strategy (Ansoff’s/Generic/BCG), environmental analysis (PEST/Five Forces/Value Chain) and core theories of marketing such as STP to an allocated company. Students are asked to produce a 15 minute Powerpoint presentation in groups and present their strategic analysis, evaluation of choices, and the marketing management plan to achieve their chosen strategy and objectives. This presentation based on the core theories from the module gives students the basic toolkit to assess industry/market/competition using frameworks such as SWOT and show an ability to understand the core positioning of an organisation and evaluate the relative benefits of different options based on risk and return.

BEMM166 teaches the foundations of communications and the process of planning, developing and evaluating marketing communications. This includes the background concepts such as STP/SWOT and also creative approach, media strategy and budgeting.  Evidence of the skills and knowledge for the module are demonstrated through creating an advertising pitch in a group-based 30 minute presentation.

BEMM120 is a consumer behaviour module and draws on theory from the social sciences, including psychology and sociology and shows how they can be used for understanding and analysing consumers. Much of marketing practice relies on the rigorous and critical research of consumers and feeding this into marketing practice e.g. consumer observation and behaviour in retail settings.

BEMM115 outlines the theoretical paradigms underpinning research and associated methodologies including interviews, ethnographic research, experiments and surveys. Marketing research is a key management tool for decision making and a large global industry which marketing students are given the skills and knowledge to understand and potentially work in

2. BEMM103 exposes students to a range of external speakers from industry and academic to present on recent projects, specific areas of marketing practice, or work-in-progress. Students are asked to produce a learning log for the first assignment which demonstrates their ability to reflect on their learning as a result of the seminars, and they are specifically asked to discuss how the content relates to material on their other taught modules in Semester 1. Exposure to subject specialists from academia and industry is geared specifically towards augmenting their existing studies and ensuring they have access to the highest calibre of emerging internationally recognised research.

3. BEMM148 Realistic strategic analysis and marketing plan on an allocated company/industry- working in team, students are asked to research and prepare a group presentation of their long term marketing strategy. Students form a consultancy team and are asked to allocate sections, ensure there is synergy and flow and present in the form of a 15 minutes presentation. Groups are each allocated a 30 minute meeting prior to the assessment to receive detailed feedback on their work.

BEMM166- students are allocated a particular sector e.g. charities and asked to produce an advertising pitch that engages with research and frameworks taught on the module. Students need to be be creative, imaginative and critical, applying relevant theory and using relevant information to justify their arguments and to explain their conclusions in a clear and analytical way

BEMM120 students in groups are given a consumer behaviour case study from which they are asked to produce a presentation as well as a report.

1. BEMM148- Exam (50%), MCQ (20%) and group presentation (50%)

BEMM166 Group presentation (30%) and individual essay (70%)

BEMM120 Group presentation (10%) and Report (20%) and Exam (70%)

BEMM115 Research proposal- 4000 words (100%).

2. BEMM103 Individual Reflective Learning Log (20%) and Essay (80%)

3. BEMM148 group presentation (50%)

BEMM120 Group presentation (10%) and report (20%)

BEMM166 group presentation (30%)

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:

4. Critical inquiry, independent reading skills, methodologies and writing skills.

4. BEMM115 teaches students the fundamentals of research philosophy, research design and quantitative and qualitative methods. Critical inquiry will form the basis of a number of modules, including the core module of Understanding Consumer Behaviour. Each subject will contain a list of readings which students are required to read during coursework which will help students develop their independent learning skills.

BEMM103 exposes students to a variety of different academic and industry perspectives and encourages classroom participation with visiting speakers and the ability to makes linkages/connections between the seminars and their modules.  Methodologies will be taught as part of the Advanced Marketing Seminars and the Marketing Analysis and Research Writing skills will be encouraged and developed throughout all subjects Students need to develop their own title for the final summative assessment that builds these synergies and linkages and is underpinned by academic literature and critical thinking. 


4. BEMM115 4000 word research proposal (100%)

BEMM103 2,500 individual essay (80%)

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:

5. CONFIDENT COMMUNICATOR: Able to adapt and adjust both written and verbal communication styles, to meet the needs of diverse audiences.
6. INNOVATIVE PROBLEM-SOLVER: Able to confidently explore challenges from different perspectives, to creatively offer practical and timely solutions.
7. PROACTIVE COLLABORATOR: Able to actively build strong working relationships with others to have positive outcomes.
8. DIGITALLY FLUENT: Able to embrace a variety of digital technologies to critically source, process and communicate information.
9. RESILIENT SELF-ADVOCATE: Able to develop self-awareness through a commitment to learning from experiences and taking responsibility for personal growth.
10. CRITICAL THINKER: Able to proactively analyse and evaluate information from a variety of sources to draw independent and well-founded conclusions.
11. GLOBALLY ENGAGED: Able to recognise diverse individual and cultural perspectives, in order to communicate on interconnected world issues and sustainable decisions.

5. BEMM148 Marketing Strategy requires a group project where students perform the role of a consulting firm, analysing the situation for an allocated brand/organisation and deciding on a future strategy. The group produces a video submission, including their slides and a 20-minute presentation, equivalent to their professional pitch of their plan.
BEMM103 Advanced Marketing Semianrs is an invited speaker series where students are encouraged to ask questions and engage verbally with an array of academic and practitioner speakers. The assessment requires both a personal reflection (learning log) and an academic piece of work (critical ltieature review) that synthesises learning across seminars and their programme of study.
6. Consultancy style-team work occurs on various modules (BEMM120, BEMM148, BEMM166).
BEMM115 requires students to understand a problem, identify a research gap and write a proposal for an appropriate programme of research to explore that particular problem.
7. BEMM120 Understanding Consumer Behaviour requires student team exercises based on a consumer behaviour case study
BEMM148 Marketing Strategy requires students to have both a summative assessment on a group presentation

BEMM166 Integrated Marketing Communications asks students to do a group presentation/pitch for advertising brief as a summative assessment
BEMM103 Advanced Marketing Seminars requires students to engage with colleagues in informal debate and dialogue.

BEMM250 Dissertation asks students to form constructive dialogues with research partners (peers, mentors, and skilled professionals)
8. BEMM115 Marketing Analysis and Research involves the use of data analysis tool SPSS in order to conduct research.
9. BEMM166 Integrated Marketing Communications enables students to explore the concept of over-consumption and the wider ethical issues associated with communications and the interrelationships between media, culture and society.
BEMM120 – Understanding Consumer Behaviour engages with sustainability by addressing concepts such as ‘green consumption’, sustainable fashion, ethics and corporate social responsibility.
BEMM115 Marketing Analysis and Research module takes an ethical perspective, in which sustainability is the core issue, by examining not just how organisations practice sustainability, but whether it is ethical for them to have inaccurate visual representations.
10. BEMM148 Marketing Strategy requires students to have a critical understanding of desires and decision processes of customers and businesses and apply theory and secondary data analysis to a real-life marketing problem faced by organisations.
BEMM166 – module requires students to show critical understanding of the consumer-based models relating to the development of effective promotional activities in different scenarios, to be able to apply theoretical knowledge to the reality of developing a campaign and fulfilling a creative brief, and engage critically and analytically with academic literature.
BEMM250 – Dissertation requires students to conduct research and think critically about the issues considered within the programme
BEMM115 In Marketing Analysis and Research, the aim of is to provide knowledge of research methodologies used in market research, which the student can demonstrate critical evaluation of academic and commercial research findings and critically assessing competing theories and research paradigms BEMM120 – Understanding Consumer Behaviour uses principles from several social sciences including psychology, sociology, and anthropology are integrated to understand and analyze consumer actions, experiences, feelings, and judgment processes and thus could be applied to study and understanding of consumer behaviour.
BEMM103 – In Advanced Marketing Seminars, students are required to develop their understanding of current marketing research and methodologies and the ability to critique research, evaluate arguments and assess research presentations
11. BEMM166 Integrated Marketing Communications asks students to consider the implications of creating, developing and implementing a marketing communications programme on a global scale, or in different countries. The module draws extensively on international communication examples
BEMM115 Marketing Analysis and Research covers quantitative and qualitative research which is relevant across countries. Students are taught methodologies like interviews, ethnographic research, experiments, and quantitative research and how these methods are used in countries with different cultures.
BEMM120 Understanding Consumer Behaviour expects students to take a global perspective in their work an consider culturally driven consumer behaviour.


5. BEMM148 Group Presentation (ILOs 3-5)
BEMM103 – Critical evaluation and literature review (ILOs 1-11) and individual learning log (1-4:7&9)

6. BEMM166 – Group Assignment (ILOs 1-4&6)
BEMM148 – Summative group presentation (ILOs 3-5)
BEMM120 – Group presentation (ILOs 6)

BEMM115 – Written assignment (ILOs 1-10)
7. BEMM166 – Group Assignment (ILOs 1-4&6)

BEMM148 – Summative group presentation (ILOs 3-5)
BEMM120 – Group presentation (ILOs 6) and a group report (ILOs 6)
BEMM103 – Critical Evaluation and Literature Review (ILO 7) and Individual Learning Log (ILO 7)
BEMM250 – Dissertation (ILO 5)

8. BEMM115 – Written Assignment

9. BEMM166 – Group Presentation and individual assignment (ILOs4)
BEMM115 – Written Assignment (ILO 4, 7) BEMM120 – Group presentation, group report and examination

10. BEMM148 – Multiple Choice test (ILOs 1&2); Group Presentation (ILOs 3-5) and Examination (ILOs 1-3) BEMM166 – Group Presentation and individual assignment (ILOs 2, 4, 5)
BEMM115 – Written assignment (ILOs 1-10)
BEMM103 – Critical evaluation and literature review (ILOs 1-11) and individual learning log (1-4:7&9)
BEMM120 – Group presentation (ILOs 6) and group report (Module ILOs 6)
BEMM250 – Dissertation (ILOs 1-3, 8)

11. BEMM166 – Group Presentation and individual assignment (ILOs 1-8)
BEMM115 – Written assignment (ILOs 1-10)
BEMM120 – Group Presentation, Group Report, and Exam


7. Programme Regulations


8. College Support for Students and Students' Learning

Personal and Academic tutoring: It is University policy that all Colleges 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.

Student/Staff Liaison Committee enables students & staff to jointly participate in the management and review of the teaching and learning provision.

9. University Support for Students and Students' Learning

10. Admissions Criteria

11. Regulation of Assessment and Academic Standards

12. Indicators of Quality and Standards

The programme is not subject to accreditation and/ or review by professional and statutory regulatory bodies (PSRBs).

13. Methods for Evaluating and Improving Quality and Standards

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


18. Final Award

MSc Marketing (9 months)

19. UCAS Code

Not applicable to this programme.

20. NQF Level of Final Award

7 (Masters)

21. Credit

CATS credits


ECTS credits


22. QAA Subject Benchmarking Group

23. Dates

Origin Date


Date of last revision