Marketing (Social Marketing) MSc (PGCert PGDip)

Course in brief

Our CIM-accredited Marketing (Social Marketing) MSc explores the nuances of marketing for the wider benefit of society, preparing you for a marketing career in the public sector, health authorities, not-for-profit organisations and social marketing consultancies in the UK and internationally.

On the course, you will:

understand how to use the motivations of target audiences when planning programmes to influence, and ultimately change, behaviour
develop your knowledge of both the theory and practice of marketing at an advanced level
gain an in-depth and critical understanding of research methodologies, and marketing planning and strategy

This course is part of our Marketing MSc programme. All students complete the same core modules to give you practical knowledge in key marketing subjects, then from the end of your first term you will be able to tailor your course to your interests or career aspirations through a choice of specialisms and option modules, or continue on a more generalist route with our Marketing MSc.

The other specialisms offered are:

1. Marketing (Digital Marketing) MSc

2. Marketing (Branding and Communications) MSc

3. Marketing (International Marketing) MSc

Key facts

Location Brighton: Moulsecoomb

Full-time 1 year
Part-time 2 years

Accredited by the Chartered Institute of Marketing (CIM)

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Please make sure that you meet the entry requirements before applying. If you have any questions the course team will be happy to help.

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Entry criteria

Entry requirements

The entry requirements listed here are our typical offer for this course if you wish to begin studying with us in 2018. 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 here should consider applying for this course through the Extended Masters programme at the university'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 degree 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

You will also be able to take modules from your course that will help you gain the following CIM qualifications:

CIM Certificate in Professional Marketing
To obtain this certificate you will need to pass the CIM’s Integrated Communications module and one option module. You will be exempt from the CIM’s Marketing module.

CIM Diploma in Professional Marketing
To obtain the diploma you will need to pass the CIM’s Marketing Metrics module and one option module. *

CAM Diploma in Digital Marketing
To obtain the diploma you will need to take the Branding and Marketing Communications module and pass the CIM’s Digital Marketing Essentials module and one option module. You will be exempt from the Marketing and Consumer Behaviour module.

Find more information and evidence of exemptions on the Chartered Institute of Marketing website.

International study exchange

Through our partnership with MIP Politecnico di Milano Graduate School of Business you have the opportunity to gain an international perspective to your studies. On our study exchange programme you would join MIP’s International Master in Multichannel Marketing Management course, which is taught in English.

You will be able to choose from a range of modules including Design & Marketing: the Italian way in different sectors including for example Design, Fashion and Furniture, Automotive, Wine and Sports Marketing.

Staff profiles

Dr Francisca Farache – Course Leader

Francisca holds an MA in Marketing and a PhD in Business, both of which are from the University of Brighton.

Her research is in the field of corporate social responsibility and CSR communications. She has published her work in the Journal of Business Ethics, Journal of Business Research, Corporate Communications an International Journal, and Latin American Business Review among others.

She has presented her research at leading management and marketing conferences, including the European Academy of Management, European Academy of Marketing, Australian and New Zealand Academy of Marketing, International Corporate Communication, Corporate Social Responsibility Communication and the European Business Ethics Network.

Prior to joining the University of Brighton she worked in Brazil for several years as an account executive in advertising agencies. Dr Farache has delivered a keynote speech at the 6th International Conference on social responsibility, ethics and sustainable business at HTW Berlin in 2017.

Teaching areas include: ethics and corporate social responsibility, Qualitative research methods and research methodologies and methods.

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.

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.

Careers Advice and Support

As a student you will have access to our Careers Service, including careers counselling sessions, CV checking, mock interviews and advice on setting up your own business.

Entrepreneurship network

Beepurple is the university’s entrepreneurship support network. They offer free support any student or graduate with their business ideas, freelance plan or social enterprise project. Beepurple run events throughout the throughout the academic year, designed to equip you with key skills that will improve your employability and help you grow a successful business.

By taking part in their activities and events, you will meet like-minded people, hear how other graduates set up their own businesses and gain key enterprise skills that will help you stand out from the crowd.

For more information visit www.beepurple.co.uk

Fees and funding

Your fees

UK/EU (full-time)8,855 GBP

International (full-time) 14,580 GBP

Scholarships, bursaries and loans

We offer a range of scholarships for postgraduate students. Bursaries and loans may also be available to you.

Find out more about postgraduate fees and funding.

The fees listed here are for full-time courses beginning in the academic year 2018–19.

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.

You can find out more about our fees in 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, 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

Forward-thinking and welcoming, the city of Brighton & Hove is a community of creative and diverse people who share values like sustainability and inclusivity – just like its university.

Miles of pebble beaches, hundreds of bars, restaurants and clubs, a packed calendar of culture, music and sport and great independent and high street shopping attract visitors from all over the world. By the end of your course you’ll still be finding new things to enjoy about the city.

The Brighton Festival, England’s largest arts festival, takes place every May – as does the Great Escape Europe’s leading industry showcase for new music, 300 bands perform over three days at venues across the city. Major events celebrate Pride, digital culture, cinema, photography, food and the winter solstice. Our own Brighton Graduate show is a highlight, turning the university into the largest exhibition space in the south east as we celebrate the outstanding creativity of our students.

As a student here you’ll have a unique opportunity to experience what the city has to offer. Volunteering and placement opportunities enable you to play your part in the events, organisations and communities that make Brighton such a compelling place to be.

Campus where this course is taught

Moulsecoomb campus

Two miles north of Brighton seafront, Moulsecoomb is our largest campus. Subjects taught here include architecture, business, computing, construction, engineering, geography, product design, law and pharmacy.

On campus you will find professional-standard facilities including a flight simulator, trading room, design and digital media suites and specialist research laboratories, alongside the library, student centre, a nursery, fitness facilities and Students’ Union. There are excellent public transport links.

The Big Build
A major transformation of our Moulsecoomb campus began in summer 2018. By the time the Big Build is complete, there’ll be new halls of residence, academic building, and Students’ Union and fitness facilities – all created with sustainability, inclusivity and community in mind.

As the development grows it will provide many exciting learning opportunities for our students, ranging from live projects, placements and internships with the companies involved to guest lectures and site visits. Find out more...

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Accommodation

Brighton: Moulsecoomb

We have halls of residence across the city in Grand Parade, Moulsecoomb, Varley Park and Falmer.

Eligible students can apply for any of these options. Find out if you are eligible…
You’ll be prioritised for accommodation in the halls that are linked to your teaching base, subject to availability.
Moulsecoomb campus is linked to Varley Park and Moulsecoomb Place halls.
- Varley Park offers a mix of rooms and catering options. Varley Park is around two miles from Moulsecoomb campus and four miles from the city centre. Public transport in the city is excellent, and there’s a shuttle bus between our Brighton campuses during term time.
- Moulsecoomb Place halls are catered and are located on campus.

We also offer Unihomes and Unilets, student houses that we let out to our students on behalf of private landlords. This option provides the most choice and flexibility and can work particularly well when you’re balancing learning with placements and other commitments.

There’s plenty of support if you choose private rented accommodation. We manage our own studenthomes database of properties. And we run our housemates service over the summer for students, new and returning, looking for a place to live.

Find out more on our accommodation webpages.