Key information

Duration: 1 year full time

Institution code: R72

Campus: Egham

UK fees*: £16,700

International/EU fees**: £29,300

The course

Marketing (MSc)

Marketing shapes how we understand brands, people and the world around us. With MSc Marketing at Royal Holloway, you’ll explore why we buy what we buy, and how things are promoted in different industries and cultures.

Learn how brands stay relevant in today’s fast-moving digital world. At Royal Holloway, you’ll explore branding and storytelling, consider ethical issues like over-promotion, and reflect on the environmental impact of consumption.

This one-year course combines hands-on learning with critical thinking. Understand current marketing challenges and develop the tools to tackle them in your career. Graduate ready for marketing roles in agencies, brands, the media or public service. Many students go on to leadership roles, PhDs, analytics or corporate social responsibility roles.

The art of promotion

Build personal branding and storytelling skills, and write a dissertation on a topic that interests you
Explore marketing in business, digital, influencer, and ethical contexts and apply your learning through real-world tasks and creative projects
Reflect on wider issues like what drives consumption

From classroom to career

Learn from lecturers that publish work and appear in the media, as well as guest speakers from a range of industries. This course is accredited by the Chartered Institute of Marketing (CIM), giving you affiliate status of this industry organisation.

We sometimes make changes to our courses to improve your experience. If this happens, we’ll let you know as soon as possible.

Course structure

Core Modules

Strategic Marketing provides a holistic perspective on contemporary marketing practices and skills. Drawing on many case examples, this module examines current issues facing brands and other marketing organisations in order to set out the strategic marketing management process. The module embraces a range of theoretical perspectives from foundational marketing principles to advanced and contemporary approaches. You will be asked to think beyond disciplinary and sector silos to consider longer term and resource-intensive marketing issues facing brands, services, non-profits and public sector organisations. You will be required to demonstrate critical and strategic thinking skills.
This module focuses on how strategic brand management can take a cultural approach to give a company a competitive edge. The innovative topics covered deal in depth with how cultural branding can enable marketers to create greater relevance with their target markets and resonate with specific lifestyles. Offering a blend of theory and practice, the module presents case studies of brands that have obtained iconic status using a cultural branding model. Overall, the module looks at how value is produced and consumed in a variety of ways that connect to wider societal issues and debates such as ethical consumerism, environmental sustainability and social diversity.
Data is all around us, changing the future of society and how businesses operate. This module will teach you step by step how to think and work like a marketing executive with the support of valid and reliable data. You will be introduced to transferrable skills enabling you to understand the nature and process of conducting primary research. You will build expertise in qualitative and quantitative research methods to understand, analyse and predict consumer behaviour, and be exposed to relevant software to collect, measure and analyse numerical data. The skills, expertise and experience developed within the module will enable you to produce excellent research and interpret research findings that you will encounter beyond the university.
The dissertation provides you with an opportunity to learn and practise researching and writing skills for your future career. You will apply the analytical and problem-solving techniques you have acquired throughout your studies to explore a specialist interest in greater depth. You will critically evaluate academic literature, collect data systematically, organise your findings, and present your research results in a clear and logical and manner. To help, your research proposal will be read by the programme director, who will select an appropriate member of staff to act as your dissertation supervisor. Your final submission will be between 12,000 and 15,000 words in length.
This module will describe the key principles of academic integrity, focusing on university assignments. Plagiarism, collusion and commissioning will be described as activities that undermine academic integrity, and the possible consequences of engaging in such activities will be described. Activities, with feedback, will provide you with opportunities to reflect and develop your understanding of academic integrity principles.

Optional Modules

Below is a taster of some of the exciting optional modules that students on the course could choose from during this academic year. Please be aware these do change over time, and optional modules may be withdrawn or new ones added.

The marketing environment is constantly changing and it is very important for marketers to keep up-to-date with contemporary trends and debates. This module explores current ideas within marketing scholarship and practice. It provides a vehicle to ensure that students stay abreast of theoretical advances and emerging organisational issues. Students will be able to critically evaluate areas of specific interest to them and further develop understanding and skills for marketing management. The aim of this module is to discuss some of the major issues that are currently impacting on marketing, such as environmental movements, the impact of new technologies and gender/diversity implications.
Being more data-informed is now a principal mechanism for customer-based differentiation in all industries. This module addresses the fundamentals of data, progressing through descriptive, predictive, and prescriptive analytics, to practical uses of analytics such as KPIs, metrics, and analytical tools with a focus on the holistic nature of marketing analytics. By the end of the module you’ll be able to understand the importance of marketing analytics in making strategic decisions in marketing and be able to identify data and information sources for conducting marketing planning and analysis.
Managing Consumer Experiences sheds light on the importance of how services are marketed across online and offline spaces. From virtual art exhibits and luxury hotels to dating apps and fast-food restaurants, the module covers a great variety of contemporary service environments and how these are experienced by consumers. The module is informed by cutting edge research that aims to inspire students for their prospective careers. Equipping students with both influential theories and practitioners’ insights rests at the centre of this module.
Our world is on a "highway to climate hell” according to a recent statement by the UN secretary general. Given that marketing and consumption activity are understood as a key driver of both the social and environmental dimensions of the current sustainability crisis, this module looks at unpacking their inter-relationship. Using a variety of perspectives, it explores the role of marketing and consumer culture both at a macro, societal level and at a more micro, operational level. Subsequently, the module explores what can be done, and at what level, to enable a more positive role for businesses, policy actors, and everyday consumers. This module is essential for anyone recognising that traditional marketing techniques and consumption patterns need to be radically revisited to tackle current social and environmental challenges.
In this module you will examine the principal means of marketing communications – advertising, promotion, public relations, and direct marketing. You will develop an understanding of the contemporary media environment and how this impacts on marketers' efforts to communicate with stakeholders. You will examine how communications must be tailored to the market segments and media channels, and look at the impact of communication cultures, particularly across markets and internationally.
Digital technologies are transforming how marketing is developed and delivered. Contemporary marketers need sophisticated digital media and IT skills, alongside a knowledge of their practical application within Digital Marketing. This module reflects on the use of digital technologies within marketing and examines how they can be used within a range of commercial environments. The module focuses on the strategic use of digital marketing and its application to areas such as brand management, international business, marketing ethics, SEO, Content Marketing, PPC & Google Ads, and cutting-edge developments such as social & digital media, Netnography, digital segmentation, as well as its integration with more traditional marketing.

Teaching & assessment

Assessment is carried out by a variety of methods including coursework, examinations and a dissertation.

Entry requirements

2:2

UK Honours degree or equivalent in any subject.

Candidates with substantial and relevant professional qualifications or professional experience in an associated area will also be considered.

International & EU requirements

Bachelor degree from the American University of Armenia or a Specialist diploma with 80% or a GPA of 3.5 overall.

Bachelor degree (Honours) with a 2:2 or a Bachelor degree (Ordinary) with a Pass with 58% overall.

Bachelor degree or Fachhochschuldiplom/Diplom (FH) with a Grade 3.9 overall.

Bachelor degree (Bakalavr) or Specialist Diploma with 3.5 out of 5 or 70% overall.

4 year Bachelor degree from Bangladesh University of Engineering and Technology (BUET) with a First Class Division or a Masters Degree following a 3 or 4 year degree.

Bachelor degree with grade 12 overall or the Licentiaat or Licence and other two cycle diplomas with grade 12 overall.

Diploma Visokog Obrazovanja Diploma Visokog Obrazovanja / Diplomirani with Grade 8

Bakalavar or Diploma of Completed Higher Education with a Grade 4 out 6 overall.

4 year Bachelor degree with 62%, a GPA 2.5 out of 4, Grade 6 out of 12 or grade C+ overall OR 3 year Bachelor degree with 73%, a GPA of 3.1 out of 4, Grade 8 out of 12 or grade B overall, depending on the grading scheme.

4 year Bachelors degree with an overall 70% to 75% or GPA of 2.8 to 3.0 out of 4.0 depending on the institution.

3 out of 5 overall in the Baccalaureus Prvostupnik or Visoko Obrazovanja/Level VII/1 (second level degree obtained on completion of 4-6 year course).

Overall 6.5 out of 10 or a GPA of 2.85 out of 4 in a Bachelor degree from a public university, Ptychion (from University of Cyprus) or Bachelor degree awarded by a private institution (the programme must be accredited by the Ministry of Education and Culture).

Bakalar with dobre (good), score of 2 or Grade C overall.

7 from 13 points grading system or 4 from 7 points grading system in a Bachelor degree, Candidatus Philosophiae or Professionbachelor.

University bachelors degree with a GPA of 2.4 overall or 65% overall

75%, 2.5 or C overall in a Bakalaurusekraad/Diploma, Magister or Magistrikraad

GPA of 1 where marks are in 1 - 3 system or GPA of 2.3 where marks are in 1 - 5 system in a Kandidaattii/Kandidat or Maisteri/Magister

Licence awarded from 2009 with grade 12 or Maitrise (pre-Bologna) with grade 11

Grade 3 overall in a Bachelor, Fachhochschuldiplom or Magister Artium

Bachelor degree with a Second Class Lower Division overall.

6 out of 10 overall in a Diploma from the Faculties of Engineering and Agriculture or a Ptychion (Bachelor degree) awarded by an AEI.

Bachelors degree degree with a Second Class Honours, Lower Division.

Egyetemi Oklevel /Foiskola Oklevel/ Alapfokozat with 3 out of 5 overall.

Baccalaurreatus with grade 6.5 out of 10 overall or Kandidatsprof / Cadidatus Mag with 6 out of 10 overall.

Bachelor degree with 55% to 60% overall or a CGPA of 5.5 to 6 out of 10 overall depending on the institution.

Bachelor degree or Diploma IV with overall GPA of 2.8.

Bachelor Degree/Professional Doctorate with 13 out of 20 overall.

Bachelor’s degree (four years) with 70% overall.

Bachelors degree with at least 75% overall depending on the mark scheme.

Diploma di Laurea or Licenza di Accademia di Belle Arti with 84 out of 110 overall.

Bachelor degree (Gakushi) with a B overall, dependent on the mark scheme.

Bakalavr or Specialist Diploma with 3.5 out of 5, 70% or 3.0 out of 4.33 overall.

Bachelor degree with a Second Class Honours (lower division) overall.

Bachelor degree with B or a GPA of 3.0 overall.

Bakalaura Diploms or Professional Bakalaura Diploms with Grade 6 overal.

Dipl Ing (FH) or Dipl Arch (FH) from Liechtenstein Technical College with a Grade 4 overall.

7 out of 10 overall in a Bakalauras or Specialist Diploma.

Bachelor degree, Diplome d?Ingenieur Industriel or Dipl?me d'?tudes Sup?rieures Sp?cialis?es with 40 out of 60 or 14 out of 20 (Bien) overall.

Bachelor degree with Class 2 Division ii, B or 2.8 out of 4.0 overall.

Honours degree with a Second Class (Lower Division) overall.

Bachelor degree or Doctoraal with Grade 6.0 out of 10 overall.

Bachelor degree Honours or Ordinary with an overall Grade C+ or Grade 3 out of 9 points grading system.

Bachelor degree with a Second Class Honours, Lower Division or overall GPA of 2.5 out of 5.

Visoko Obrazovanja with 7 out of 10 overall.

Bachelor degree, Candidatus Magisterii, Sivilingeni-r (siv. ing.) (Engineering degree ) or Sivil?konom (siv. ?k.) (Economics degree) Grade D or 2.6 to 3.2.

Bachelor degree with an overall GPA of 2.6.

4 year Bachelor degree or combined bachelors degree and Master degree for the duration of 4 years with 58% - 65% or a CGPA of 2.8 - 3.2 overall depending on your institution.

Licencjat, Inzynier or Bachelor with grade 3.71 overall.

Diploma de Estudos Superiores Especializadoswith grade 14 overall or Licenciado with grade 13 overall.

Bachelor degree with an overall GPA of 3.0 overall.

Diploma de Licenta, Diploma Inginer or Diploma de Arhitect with 7.0 out of 10 overall.

Bakalavr Bachelor degree or Specialist Diploma with 3.5 out of 5 or 70% overall.

Bachelor degree with 70%, 3.0 out of 5.0 or 2.8 out of 4.0 overall.

Diplom Visokog Obrazovanja (second-level degree obtained on completion of a four to six-year course) with 7.5 out of 10 overall.

Bachelor degree (from a public university) with a Class II (lower) overall.

Bakalar or Magister / Inzinier with vel'mi dobre (very good) or Grade 2 overall.

Diplomirani / Diplomirani Inzenir from Visoko izobrazevanje, University Diploma or Visoko Obrazovanja (until 1999) with 7 out of 10 (8 for Visoko Obrazovanja) overall.

Bachelor (Honours), Bachelor or Professional Bachelor degree with 60% or Second Class Lower Division.

Bachelor (Haksa) degree with 3.0 out of 4.5, 2.9 out of 4.3 or 2.8 out of 4.0.

Licenciado, Titulo de Ingeniero or Titulo de Arquitecto with 6 out of 10.

Bachelor degree from National University or Private University with 68% to 73% or GPA 2.8 to 3.0 depending on your institution.

Bachelor degree with a 2nd Class Honours (Lower) overall.

Bachelor degree GPA 2.6 to 2.8 depending on your institution.

Bachelor degree (post 2007) or Specialist Diploma (after 1991) with a Grade 3, 9 out of 12 or 4 out of 5 overall.

Bachelor degree with 80%, a GPA of 2.8 out of 4, C+ or Good overall.

Bachelor degree with a GPA of 2.6 overall.

Kandidatexamen with at least a Pass (godkand) overall.

Bachelor degree or Bang tot nghiep dai hoc with 6.5 out of 10.

English language requirements

IELTS: 6.5 overall. No subscore lower than 6.0.
Pearson Test of English: 67 overall. No other subscore lower than 64.
Trinity College London Integrated Skills in English (ISE): ISE III.
Cambridge English: Advanced (CAE) grade C.
TOEFL iBT: 88 overall with Reading 22 Listening 20 Speaking 22 Writing 24.
Duolingo: 120 overall and no sub-score below 115.

Your future career

On graduating you will join an internationally diverse cohort of alumni that work in various sectors of the marketing industry, from artificial intelligence agencies to branding consultancies. You will have acquired the generic skills needed in order to build a versatile, in-depth and practical understanding of a world increasingly defined by consumerism and the role played by marketing activities.

You will gain an in-depth understanding of consumer markets, be able to analyse and respond strategically to the constantly changing marketing and consumer environment, which both challenges and builds upon traditional marketing concepts. In addition, you will have acquired a range of specific skills covered in our specialist marketing modules, from marketing data analytics to digital marketing, specifically designed for this degree and chosen for their relevance to contemporary marketing practice. Altogether, you will develop your professional skills as a marketing manager at the very cutting edge theory and practice.

This course is accredited by CIM (The Chartered Institute of Marketing). On completing this course you'll be able to apply for exemptions.

“My degree from Royal Holloway helped me get this role at Microsoft, thanks to the valuable insights into the digital marketing world I gained, it also taught me how to work as part of a team in an international environment. An experience I can only highly recommend to prospective Marketing students.”

Vera Hoelscher, Sales Solutions Specialist at Microsoft

Postgraduate students from our School of Business and Management have gone on to roles in a variety of companies including Amazon, Tesco, Accenture, Ogilvy, KPMG, Boehringer Ingelheim, Bloomberg LP, Ocado Group, HSBC, Fuji film, Huawei, Deutsche Bahn and Qatar Airways.

Fees, funding & scholarships

Home (UK) students tuition fee per year*: £16,700

EU and international students tuition fee per year**: £29,300

Other essential costs***: There are no single associated costs greater than £50 per item on this course.

How do I pay for it? Find out more about funding options, including loans, grants, scholarships and bursaries.

* and ** These tuition fees apply to students starting their course on a full-time basis in the academic year 2026/27. Students studying on the standard part-time course structure over two years are charged 50% of the full-time applicable fee for each study year.

Royal Holloway reserves the right to increase all postgraduate tuition fees annually. For further information, see fees and funding.

** These estimated costs relate to studying this particular degree at Royal Holloway during the 2026/27 academic year, and are included as a guide. Costs, such as accommodation, food, books and other learning materials and printing, have not been included.