Duration: 1 year full time
Institution code: R72
UK fees*: £14,100
International/EU fees**: £22,800
The Royal Holloway MSc Marketing is a unique inter-disciplinary one-year course, providing cutting-edge insights into consumer markets, aimed at developing your professional and practical skills as a marketing manager.
This course is certified by the Chartered Institute of Marketing (CIM) and taught by one of the largest marketing departments in the Greater London area, with world-class expertise in areas such as digital marketing, data analytics, services marketing, consumer psychology, consumer culture, tourism and sustainability. The course is aimed at students who have a keen interest in developing a deep and reflective understanding of marketing practice from a multiplicity of perspectives. Through our unique inter-disciplinary approach, you will develop your knowledge of marketing’s contemporary challenges, from the advent of artificial intelligence to the climate crisis. You will build a sound knowledge and understanding of contemporary issues based on state-of-the-art research and practical case materials, giving a well-rounded, challenging and innovative insights into marketing and consumer behaviour.
As a student in the School of Business and Management you will join an intellectually stimulating, friendly and supportive research environment and, through working closely with our expert and experienced academic staff, you will be in a position to realise your full potential.
- Distinctive from traditional marketing programmes by focusing on marketing and consumer culture from critical and creative perspectives.
- Flexibility to tailor your studies to suit your specific areas of interest, such as: arts marketing, marketing communications and marketing ethics.
- International profile created from regularly hosting visits by leading international marketing academics who present their research to faculty and students.
- Accredited by CIM (The Chartered Institute of Marketing). On completing this course you'll be able to apply for exemptions.
From time to time, we make changes to our courses to improve the student and learning experience. If we make a significant change to your chosen course, we’ll let you know as soon as possible.
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.
There are a number of optional course modules available during your degree studies. The following is a selection of optional course modules that are likely to be available. Please note that although the College will keep changes to a minimum, new modules may be offered or existing modules may be withdrawn, for example, in response to a change in staff. Applicants will be informed if any significant changes need to be made.
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.
Marketing has become increasingly scientific, analytical and technology driven. As a part of this the application of analytics to data has become crucial in the development of contemporary marketing strategies. Being more data-informed is now a principal mechanism for customer-based differentiation in all industries and as such contemporary marketers need to understand about the tools and skills required to utilise marketing analytics in both an academic and commercial scenario. This module addressed the fundamentals of data, progressing through predictive, descriptive & prescriptive analytics, to practical uses of analytics such as KPIs, metrics, analytical tools with a focus on the holistic nature of analytics across all areas of marketing.
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, direct marketing and sales teams. 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 segment, and look at the impact of communication cultures, particularly overseas, on market entry.
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.
Normally, we require a UK 2:2 (Honours) or equivalent in relevant subjects. Candidates with relevant professional qualifications or professional experience in an associated area will also be considered.
International & EU requirements
English language requirements
All teaching at Royal Holloway is in English. You will therefore need to have good enough written and spoken English to cope with your studies right from the start. Find out what scores we require.
For more information about country-specific entry requirements for your country please see here.
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.
As a student in the School of Business and Management you will join an AACSB accredited, intellectually stimulating, friendly and supportive research environment and, through working closely with our expert and experienced academic staff, you will be able to realise your full potential.
- Distinctive from traditional marketing programmes by focusing on multiple disciplines of marketing and consumer research, from creative and cultural studies to experimental psychology.
- Flexibility to tailor your studies to suit your specific areas of interest, such as: marketing analytics, consumer experiences, digital marketing, marketing communications and marketing sustainability
- International profile created from regularly hosting leading international marketing academics and practitioners who present their work to faculty and students.
- 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
Fees, funding & scholarships
Home (UK) students tuition fee per year*: £14,100
EU and international students tuition fee per year**: £22,800
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 enrolled on a full-time basis. 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.
All postgraduate fees are subject to inflationary increases. This means that the overall cost of studying the course via part-time mode is slightly higher than studying it full-time in one year. Royal Holloway's policy is that any increases in fees will not exceed 5% for continuing students. For further information, please see our terms and conditions. Please note that for research courses, we adopt the minimum fee level recommended by the UK Research Councils for the Home tuition fee. Each year, the fee level is adjusted in line with inflation (currently, the measure used is the Treasury GDP deflator). Fees displayed here are therefore subject to change and are usually confirmed in the spring of the year of entry. For more information on the Research Council Indicative Fee please see the RCUK website.
** The UK Government has confirmed that EU nationals are no longer eligible to pay the same fees as UK students, nor be eligible for funding from the Student Loans Company. This means you will be classified as an international student. At Royal Holloway, we wish to support those students affected by this change in status through this transition. For eligible EU students starting their course with us during the academic year 2023/24, we will award a fee reduction scholarship equivalent to 30% of the difference between the UK and international fee for your course. This will apply for the duration of your course. Find out more
*** These estimated costs relate to studying this particular degree at Royal Holloway during the 2022/23 academic year, and are included as a guide. Costs, such as accommodation, food, books and other learning materials and printing, have not been included.