Marketing (Social Marketing) MSc (PGCert PGDip)

International equivalencies

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

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

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

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.

Location

Campus where this course is taught

Accommodation

Maps

Accommodation

University building

Moulsecoomb campus map