Marketing (Social Marketing) MSc (PGCert PGDip)

Course in brief

Social marketing is the systematic application of marketing concepts and techniques to achieve specific behavioural goals leading to an individual or social good. If you want to learn more about this process, this is the course for you.

The course has a strong focus on understanding the motivations of the target audience when planning programmes to influence, and ultimately change, behaviour.

This masters degree develops your knowledge of both the theory and practice of marketing at an advanced level. It will provide you with an in-depth and critical understanding of research methodologies, marketing planning and strategy.

At the end of your time in Brighton you will have a good understanding of social marketing, with the skills and knowledge sought after by employers such as national government, local government, social marketing consultancies, health authorities and not-for-profit organisations in the UK and internationally.

Scholarships

Scholarships are available for this course. Find out if you are eligible in the fees and funding tab below.

Key facts

Location Brighton: Moulsecoomb

Full-time 1 year

Accredited by the Chartered Institute of Marketing (CIM)

Apply online

You can apply for 2016 and 2017: please check that you meet the entry requirements before you make your application.

Apply now for your place

Entry requirements

The entry requirements listed here are our typical offer for this course if you wish to begin studying with us in 2017. They should be used as a general guide.

We operate a flexible admissions policy – this means that you could receive a lower conditional offer than the typical offer, informed by our assessment of your complementary non-academic achievements and experiences. For courses that require interview or portfolio review, this may also be considered in the level of any conditional offer that follows if your application is successful.

Degree and/or experience
Normally a good honours degree or equivalent is required. Work experience is useful but not essential. Applicants with non-standard entry qualifications will be considered. If you are unsure whether you meet the entry requirements then please contact us.

International students who need help meeting the academic entry requirements should contact our International College.

For non-native speakers of English
In order to benefit from, contribute to and enjoy the course, a good command of spoken and written English language is required. If English is not your first language, you will need English language proficiency equivalent to an overall IELTS score of at least 6.5, with 6.0 in the written test and a minimum of 5.5 in the other elements.

International students whose language skills do not match the IELTS scores set out above should consider applying for this course through the Extended Masters programme at the University of Brighton's Language Institute.

International equivalencies

International equivalencies by country

Albania
Algeria
Argentina
Australia
Austria
Bahrain
Bangladesh
Belarus
Belgium
Bermuda
Bosnia and Herzegovina
Botswana
Brazil
Bulgaria
Burma (Myanmar)
Cameroon
Canada
Chile
China
Colombia
Croatia
Cyprus
Czech Republic
Denmark
Ecuador
Egypt
Estonia
Finland
France
Germany
Ghana
Greece
Guyana
Hong Kong
Hungary
Iceland
India
Indonesia
Iran
Iraq
Ireland
Israel
Italy
Jamaica
Japan
Jordan
Kazakhstan
Kenya
Kosovo
Kuwait
Latvia
Lebanon
Liechtenstein
Libya
Lithuania
Luxembourg
Macedonia
Malaysia
Malawi
Malta
Mexico
Moldova
Montenegro
Morocco
Namibia
Nepal
Netherlands
New Zealand
Nigeria
Norway
Oman
Pakistan
Palestinian National Authority
Philippines
Poland
Portugal
Qatar
Romania
Russian Federation
Saudi Arabia
Serbia
Sierra Leone
Singapore
Slovakia
Slovenia
South Africa
South Korea
Spain
Sri Lanka
Syria
Sweden
Switzerland
Taiwan
Tanzania
Thailand
Tunisia
Turkey
Uganda
Ukraine
United Arab Emirates
United States
Uzbekistan
Venezuela
Vietnam
Yemen
Zambia
Zimbabwe

We can help you meet our English language or academic entry requirements.

Visit our language institute

For English language preparation courses.

Visit our International College

For academic preparation courses.

Course in detail

Course structure

The course is organised into three-hour blocks of teaching and seminar activities, which are based on specialist reading, research and case studies. Modules are assessed through essays, reports, group work, presentations and examinations.

All of our Marketing MSc courses share six core modules (Moving to Masters, Critical Developments in Marketing Theory and Practice, Marketing Planning and Strategy, Marketing Research I: quantitative methods, Marketing Research II: qualitative methods, and a dissertation).

This specialist route includes one subject-specific module (Social Marketing), but you can also select from a range of optional modules which enable you to tailor the course to your interests and career aspirations.

In the final phase of the course, you will complete a 15,000-word dissertation on a marketing topic of your choice, which will require you to make recommendations for real-life marketing practice. Throughout your dissertation, you will receive support from a supervisor who will help to guide you in your research.

Syllabus

All students will study seven core modules. You will also select one option module, which will allow you to specialise in an additional strand of marketing.

Modules

Moving to Masters
Critical Developments in Marketing Theory and Practice
Marketing Planning and Strategy
Marketing Research I: quantitative methods
Marketing Research II: qualitative methods
Social Marketing
Dissertation

One from:

International Marketing
Branding and Communications
Behavioural Economics
Digital Marketing
New Product Development

Modules in focus

Social Marketing

Social marketing concerns the use of marketing techniques to improve individual or societal wellbeing, for example promoting improved diets, healthier lifestyles, road safety and environmental responsibility. This module aims to provide students with a greater understanding of the application of marketing concepts and techniques to the promotion of behavioural change for the benefit of individuals and society.

Contents:

Marketing mix applied to social marketing issues and problems
Segmentation and targeting in the context of social marketing
Qualitative research techniques to develop consumer insight
Behavioural change models
Social marketing campaigns and marketing communications
Social marketing and health promotion
Marketing to promote improved nutrition and healthy eating
Exercise and lifestyle change
Anti-smoking/alcohol/drugs campaigns
The role of social marketing in climate change, recycling and the environment
Ethical and political issues in social marketing.

Behavioural Economics

Behavioural economics is an emerging subfield of economics that incorporates insights from psychology and other social sciences into economics. It considers how the processes underlying decision-making influence our actual decisions – rather than assuming away these processes to arrive at a flawed model of rational decision-making. Behavioural economics is increasingly being used to inform practice in both the public and private sectors – it is now being applied to commercial, policy and behavioural challenges. This module sets out the key elements and gives students the opportunity to apply behavioural economics to decision making – both their own, and their clients.

The module covers core concepts and techniques associated with behavioural economics, as well as considering how these theoretical constructs are being applied in the public and private sectors. Content includes:

Overview; homo economicus or homo sapiens? Rational economics and irrational behaviour.
Judgement, heuristics and bias; bounded rationality; bounded self interest; bounded willpower; risk.
Now or later? Inter-temporal choice and hyperbolic discounts.
Too much information, too many choices: the curse of knowledge.
Boom, bust and bubbles: From the Joint Stock Company via the Wall Street Crash to the Credit Crunch; bulls & bears, greed & fear; irrational exuberance vs manic depression; herds and heuristics: are markets efficient or emotional?
Altruism and fairness: reciprocity, punishment and just desserts.
Implications for the enterprise: sophistication, naivety and disciplined consumers; behavioural strategy.
Implications for public policy (public health, environment and climate change, transport): libertarian paternalism; nudges; framing; choice architecture; choice editing; defaults; heuristics.
Controversies: validity - lab rats and empirical actors; using data.

Chartered Institute of Marketing

This course is accredited by the Chartered Institute of Marketing (CIM), the world's largest organisation for professional marketers. The CIM have awarded the course Multiple Award Pathway status, which means that you will have a number of exemptions from CIM qualifications.

CIM qualifications are highly sought after by employers and – alongside our Marketing MSc – will ensure that you are equipped with the best education for a successful marketing career.

CIM membership
You will be entitled to free CIM affiliate-level membership, giving you access to a range of benefits and services. CIM membership is a clear demonstration of your commitment to ongoing professional development.

Membership benefits include:

The Marketer – the members' magazine
Studying Member e-news
Learning Zone website – study resources
Marketing library and online archive resources

Professional Certificate in Marketing
The course consists of four units, two of which will be exempted:

Marketing Essentials (exempt)
Marketing Information and Research (exempt)
Assessing the Marketing Environment
Stakeholder Marketing

Professional Diploma in Marketing
The course consists of four units, two of which will be exempted:

Marketing Planning Process (exempt)
Delivering Customer Value through Marketing (exempt)
Managing Marketing
Project Management in Marketing

Diploma in Digital Marketing
This course consists of three units, one of which will be exempted:

Marketing and Consumer Behaviour (exempt)
Digital Marketing Essentials
Digital Marketing Planning

Staff profiles

Lyvia Royd-Taylor Senior lecturer

Lyvia began her career working in the marketing department of 3M Healthcare and subsequently held brand management positions at both Maersk Medical and Kraft Foods UK. She also completed her professional qualifications with the Chartered Institute of Marketing and gained her MBA from the University of Birmingham during this period.

She joined Brighton Business School as a Senior Lecturer in Marketing in 2001 and has since become a member of the undergraduate business degrees management team, as well as the MSc Marketing Course Leader.

She is also a guest lecturer at EDHEC Business School in France and an external examiner for Nottingham Trent University.

Her research interests include SME brand development and she holds several long-term brand consultancy roles with local businesses and charities.

Matthew Wood Principal lecturer

Matthew has extensive commercial and social marketing research experience. Before becoming an academic he was an account manager for TNS, the world’s largest market research company.

He works closely with The Campaign Company (TCC) and has recently published research papers based on TCC's community cohesion projects.

He regularly delivers social marketing training courses for public health professionals, and is a frequent speaker at international social marketing conferences.

Stephen Young Senior lecturer

Stephen is the subject leader for the behavioural economics. He writes, advises and presents on behaviour change, climate change and sustainability, and has been widely published. He draws on extensive experience in analysing, advising and consulting on markets, strategy, policy and regulation.

Stephen has been published in over 60 books and reports, chapters in books and reports, and press and journal articles. He has spoken at, or chaired, more than 60 national and international conferences and led, or spoken at, around 50 workshops and customer briefings for international corporate and public sector clients.

Stephen has directed, managed or been subject expert on over 20 bespoke consultancy studies for clients, including major corporations, governments and regulators.

He has a first class honours degree in economics, and an MA Politics and Government. He also holds a diploma from the Chartered Institute of Marketing, and a postgraduate certificate in Learning and Teaching in Higher Education.

Teaching excellence

Most of our tutors worked in industry before joining the university and continue to consult for corporate firms, which allows them to integrate the latest commercial developments into our courses. They are also active researchers at the forefront of marketing theory.

Industry representatives advise on the content and development of our courses and contribute to teaching as guest lecturers. Their talks help to bring classroom theory to life by sharing real-world case studies, results and pitfalls.

You will learn transferable skills in research, presentations, group work and conflict resolution, all of which are highly sought after in today's highly competitive job market.

Class sizes are small enough for there to be a personal and friendly atmosphere where staff know students by name and can closely monitor their progress.

Careers and employability

A Marketing (Social Marketing) MSc from Brighton Business School will help you to specialise and stand out in today's competitive job market. It will equip you with both theoretical knowledge and practical skills necessary for a successful career in marketing.

The course has been designed for people wanting a successful and rewarding careers in sectors such as:

advertising
branding
communications
creative and design
digital marketing
direct marketing
event management
market research
marketing (general)
media
product marketing
public relations
sales.

The course is ideal preparation for continuing your study at MPhil or PhD level or working as a professional researcher in marketing.

Previous graduates have started successful careers with the following companies:

Product Manager for Astra Zeneca, Milan
Brand manager for Campari, Switzerland
Account Executive for Blaze Communications, UK
Marketing Manager for Mitchells and Butlers, UK
Marketing Manager for Cartier, Taiwan
Brand Manager for L'Oreal, Greece.

By the end of the course you will be equipped with the skills to think and act independently, and to arrive at well thought out judgements and decisions in co-operation with others. You will be able to interpret information, data and ideas to produce creative solutions to problems and identify market opportunities.

Links with industry

"Our students engage with industry through work placements, projects and guest speakers. This close link with industry often provides our students with opportunities to get a job. This is what the business school is all about."

Aidan Berry, Director of Brighton Business School

Fees and funding

Your fees

UK/EU (full-time)8,550 GBP

International (full-time) 14,400 GBP

Scholarships

Scholarships are available for this course. Find out if you are eligible.

The fees listed here are for full-time courses beginning in the academic year 2016–17. Further tuition fees are payable for each subsequent year of study and are subject to an annual increase of no more than 5% or RPI (whichever is the greater). The annual increase for UK/EU students, who are subject to regulated fees, will increase no more than the statutory maximum fee. Further details regarding tuition fees are available from the university’s student contract and tuition fee policy (pdf).

The tuition fee you have to pay depends on a number of factors including the kind of course you take, and whether you study full- or part-time. If you are studying part-time you will normally be charged on a pro rata basis depending on the number of modules you take.

What's included in the fee?

When costs such as health or DBS checks, field trips or use of specialist materials are incurred as a mandatory requirement of the course they are included in your tuition fee.

You may incur additional costs depending on the optional modules or activities you choose. The cost of optional activities is not included in your tuition fee and you will need to meet this cost in addition to your fees. Before you apply check with the school that provides your course using the contact details in the Find out more tab (at the end of this page) for advice about what is included and what optional costs you could face so you can budget accordingly.

See our finance pages for advice about funding and scholarships as well as further information about fees and advice on international and island fee paying status.

Location and living here

Location

About Brighton

Brighton has been called the happiest place in the UK, and it’s easy to see why. With five miles of pebble beach, more than 300 pubs and a packed festival calendar, Brighton is the ideal place to spend your student years.

Arts and culture: The Royal Pavilion is the most famous landmark in Brighton, opening its doors to around 400,000 tourists every year. Right next door is the Brighton Dome, the south coast’s premier multi-arts venue, and the Brighton Museum & Art Gallery, which holds a diverse collection of decorative arts, textiles and archaeological artefacts.

Festivals: The Brighton Festival is now the largest arts festival in England and a major milestone in the international cultural calendar. Meanwhile, The Great Escape has been established as the UK’s leading event for new music, with over 300 bands playing 30 venues across the city over three days.

Nightlife: Aside from the many nightclubs that line the city’s seafront, student favourites include The Haunt, Concorde 2 and Patterns, which attract leading bands and DJs from around the world. If you don’t feel like dancing, you can take your pick from the many hundreds of pubs and bars that dot the city centre.

Shopping: The quirky North Laine district houses Brighton’s finest collection of boutique shops and independent cafes, while the narrow, winding streets of the South Lanes house collections of jewellery and antiques. Churchill Square is the city’s main shopping centre and serves all of your high street needs.

Sports: Brighton’s seaside location offers the perfect opportunity to try paddle boarding, kayaking and windsurfing. Further into the city, The Level has a skate park for skateboarders and BMX riders to practise their skills.

Campus where this course is taught

Moulsecoomb campus

Just two miles north of Brighton city centre and the seafront, Moulsecoomb is the largest of our five campuses with more than 8,000 students. A wide variety of subjects are taught here, from engineering and product design to business and law.

Students benefit from many professional-standard facilities, including a flight simulator, design and digital media suites, and specialist research laboratories. The campus library, Aldrich, offers long opening hours and a diverse collection of books and journals for students from all subject areas.

Sports enthusiasts will enjoy our basketball and badminton courts, fitness suite and climbing wall. The campus is also a few minutes walk from the South Downs National Park, providing a great place to relax during the summer months.

Accommodation

Brighton

Our Brighton halls of residence are located across the city in Grand Parade, Moulsecoomb, Varley Park and Falmer.

Our Grand Parade campus is in central Brighton and has one hall of residence, Phoenix Brewery, within walking distance. We have around 300 rooms available in Phoenix Brewery, which are all ensuite and self-catered.

Moulsecoomb is two miles from the city centre and also has one hall of residence, Moulsecoomb Place, on campus. All accommodation in Moulsecoomb Place is catered, offering breakfast and an evening meal during term time. There are more than 150 rooms available here, with six to eight rooms per flat.

Varley Park offers the biggest choice of student accommodation with ten halls of residence. The site is four miles from Brighton centre but within walking distance of Falmer train station. You can also catch a free bus service to Grand Parade, Moulsecoomb and Falmer campuses, which is operated by local bus service The Big Lemon.

Falmer campus has two halls of residence: Great Wilkins and Paddock Field. Great Wilkins offers 150+ self-catered single rooms and one-bed couples flats, while Paddock Field offers 450+ catered and self-catered single rooms only. All rooms in Falmer are en-suite.

Aside from halls, you have the option of Unihomes, which we let out to our students on behalf of private landlords. The rent covers all utilities and includes £5,000 of contents insurance for your personal belongings.

You can also choose to join the many students who live away from campus in private rented accommodation. We have a list of high-quality, university-endorsed private sector accommodation and can help you find housemates to move in with.

If you have any questions about accommodation in Brighton, our accommodation team will be happy to help. You can contact them by email at accommodation@brighton.ac.uk or by telephone on 01273 644100.

Paddock Field