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Marketing (MSc)

MSc|Postgraduate Taught


Entry year
Entry requirements
1 year (Full Time)
Places available
Open (Full Time)
  • Overview

    Designed for the digital marketing environment, the MSc in Marketing encompasses elements of marketing management and strategy, consumer behaviour, digital marketing (including Google Analytics), marketing analytics (including SAS database training), research methods and international marketing.

    The MSc Marketing programme has been designed to equip the next generation of marketing professionals with the necessary conceptual, analytical and practical skills required by firms to compete in the global marketplace.

    Marketing highlights

    Professional Accreditations

    • Accreditation has been gained from The Chartered Institute of Marketing (CIM) – The leading professional body for marketers worldwide which exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners. Students of the MSc Marketing programme can register as students with CIM and will have access to all CIM resources including webinars and Marketing Expert (additional fee will apply). Students will be able to attend local CIM branch events and seminars, which offer networking opportunities and the chance to keep abreast of current marketing thinking and practice. Upon successful completion of the MSc Marketing programme, students will have a number of exemptions from CIM professional examinations. Students can undertake the CiM Certificate in Professional Marketing, which requires them to complete 1 online module (students are exempt from 2 other modules) or the CiM Diploma in Professional Marketing, which requires them to complete 2 online modules (students are exempt from 1 other module).
    • The Digital Marketing (featuring Google Analytics) module encourages students to work towards a Google Analytics Individual Qualification (GAIQ). This is a signal to employers that our MSc Marketing students have both the theoretical and practical skills to compete. The examination fee will be reimbursed by the School (subject to attaining the award during the module).

    Industry Links

    • Students will have the opportunity to apply for minimum 12 week paid internship as an option in Semester 3, students will be required to undertake an action research project and submit a report based on this. This option is instead of undertaking a traditional research dissertation or an academic research project. This option, only available top high-performing students, provides the opportunity to apply and review academic and theoretical principles in practice. It also provides students with real-world experience of working in a marketing environment.

    World Class Facilities

    • The Marketing Analytics for Managers module features SAS software. SAS Institute is a provider of tools, technologies and services focused on business analytics. A recent study shows SAS dominates the global advanced analytics market. This again is a signal to employers that our students have the theoretical, practical and industry-standard software skills to compete.

    Student Experience

    • Teaching methods and learning may include lectures, tutorials, seminars, case studies, computer/software demonstrations, non-book media (videos and podcasts), individual research, oral presentations, group projects, online discussion forums, industry visits, practitioner workshops, and internship opportunities.
  • Course content

    Course Structure

    The course can only be taken on a full-time basis. Students undertake 4 modules in semester 1 (September to December) and a further 4 in semester 2 (January to April/May). In semester 3 (July to September) students either undertake the traditional dissertation, internship and work-based project or the academic research project.

    Semester 1• Marketing Management
    This module serves as a platform for understanding the far reaching and holistic application of marketing as both a philosophy and function in contemporary organisations. The module serves as a base for the MSc in Marketing, providing the requisite level of knowledge needed to advance in the parallel and sequential modules in the course. The module is taught at an introductory level. It assumes no prior knowledge of the business system - marketing in particular.

    • Strategic Marketing
    This module serves to provide an understanding of marketing from both a management and consumer perspective. This module will build on your understanding of management with marketing theory and practical illustrative cases of the challenges facing the marketing manager. During this module you will explore the interfaces between marketing and institutions, strategy, organisation and psychology in the social practice of marketing strategy. This will help you to critically evaluate and gain practical experience of how the agency of marketing leadership contributes to the creation, maintenance and disruption of markets and strategies.

    • Digital Marketing
    This module aims to provide students with the knowledge and skills required to develop marketing strategies that can be employed on Internet/mobile platforms as well as integrating with offline platforms. It sets digital marketing management in context as a key creator of customer value and deals with strategic insights into the firm, its customers and the challenges it faces.

    • Accounting
    This module examines the theory and practice of accounting at a non-specialist level. This includes topics such as the function of accounting and control in organisations, financial accounting, financial statement analysis and management accounting.
    Semester 2 – Core Modules• Consumer Behaviour
    The aim of this course is to enable students to develop a deep understanding of how consumer behaviour theory and practice has emerged to play a key role in understanding consumers and their contexts of consumption. Students will be able to understand and evaluate how consumer research and its practices are applied in organisations in order to drive business performance and enhance the consumer experience, analyse and critically evaluate the role and effectiveness of key consumer research practices as well as understand and critique the importance of consumer research to effect change in the marketplace for consumers, practitioners, management and employees.

    • International Marketing
    The focus of the module is on the theory, practice and challenges faced by marketing managers working in a global/international environment and the concepts and theories that can be used to inform marketing decision making in these contexts. On completion of the module students will understand the nature, scope and role of marketing in firms operating in a global/international environment and be able to apply key concepts and theories to marketing problems faced by managers working in a global/international environment.

    • Marketing Analytics
    This module focuses on a new and exciting development in marketing theory and practice. The use of data, ‘big data’, to assist in marketing decision making and accountability continues to grow in importance, particularly in the current age of austerity and resource scarcity. The module takes both a theoretical and practical approach to the use of marketing analytics in practice. A highlight of the module is the use of SAS or SPSS software to analyse data for marketing-related decision making and evaluative purposes. Students who successfully complete the module will be able to signal to potential employers that they have the theoretical, practical plus industry-standard software skills to compete.

    • Research Methods and Techniques
    This module aims to provide students with a range of skills to undertake effective research in business and management. The skills learned in this module will be applicable across professions as the relevance and importance of being able to design research, interpret, critically analyse and evaluate qualitative and quantitative information is crucial in today's management world. The general aim of the module is to introduce students to the research process and present the tools and methodologies of social science required to carry out your thesis research. This course has three separate but closely related components - a discussion of the research design process, research methodology principles and research skills applications. At the end of the course, students should be able to evaluate the strengths and weaknesses of different methodological approaches and formulate quality research projects.
    Semester 3(select a total of 60 CATS)
    • Dissertation (60 CATS)
    • Marketing Internship and Work-based Research Project (60 CATS)*
    • Academic Research Project + 2 taught modules (Contemporary Issues in Management and Business Governance and Ethics) (60 CATS)

    The three options for semester 3 will each enable students to utilise the knowledge and skills acquired in the Research Methods for Business module.

    The Dissertation requires students to undertake a significant research project and write up a thesis of their study and its findings.

    The Marketing Internship and Work Based Project requires students to undertake a 12 week paid internship, which will include undertaking an action research project which they must write up as a report (similar in detail and length to a traditional dissertation). Please note internships are allocated on a competitive basis based on CVs and interviews.

    The third option is an action research project in the form of a critical literature review as well as completing two modules (Contemporary Issues in Management and Business Governance and Ethics) which are taught in blocks over a few weeks in the summer.

    People teaching you

    Programme Director

    Strategic Marketing

    Career Prospects

    Graduates with a solid knowledge of contemporary marketing thought and best practices, coupled with a solid grounding in market(ing) research methods, tools and applications, are likely to secure employment in the following areas:digital marketing, marketing analytics, marketing research and new product introductions, key account management, export projects and related international expansion as well as brand management work.

    Learning and Teaching

    Teaching Methods

    Teaching Times



    Assessments associated with the course are outlined below:

    Students will complete individual student assignments, oral presentations, group casework, examinations, computer-aided assessment, multiple-choice tests and research work. Other innovative assessment methods are incorporated as appropriate.

  • Entry Requirements

    Entrance requirements

    Normally a 2.1 Honours degree or equivalent qualification acceptable to the University in any discipline.

    Applicants are advised to apply as early as possible and ideally no later than 12th August 2022 for courses which commence in late September. In the event that any programme receives a high number of applications, the University reserves the right to close the application portal. Notifications to this effect will appear on the Direct Application Portal against the programme application page.

    International Students

    Our country/region pages include information on entry requirements, tuition fees, scholarships, student profiles, upcoming events and contacts for your country/region. Use the dropdown list below for specific information for your country/region.

    English Language Requirements

    Evidence of an IELTS* score of 6.5, with not less than 5.5 in any component, or an equivalent qualification acceptable to the University is required. *Taken within the last 2 years.

    International students wishing to apply to Queen's University Belfast (and for whom English is not their first language), must be able to demonstrate their proficiency in English in order to benefit fully from their course of study or research. Non-EEA nationals must also satisfy UK Visas and Immigration (UKVI) immigration requirements for English language for visa purposes.

    For more information on English Language requirements for EEA and non-EEA nationals see:

    If you need to improve your English language skills before you enter this degree programme, INTO Queen's University Belfast offers a range of English language courses. These intensive and flexible courses are designed to improve your English ability for admission to this degree.

    • Academic English: an intensive English language and study skills course for successful university study at degree level
    • Pre-sessional English: a short intensive academic English course for students starting a degree programme at Queen's University Belfast and who need to improve their English.

    INTO - English Language Course(QSIS ELEMENT IS EMPTY)

  • Careers

    Career Prospects

    Graduates with a solid knowledge of contemporary marketing thought and best practices, coupled with a solid grounding in market(ing) research methods, tools and applications, are likely to secure employment in the following areas:digital marketing, marketing analytics, marketing research and new product introductions, key account management, export projects and related international expansion as well as brand management work.

    Additional Awards Gained(QSIS ELEMENT IS EMPTY)

    Prizes and Awards(QSIS ELEMENT IS EMPTY)

    Degree plus award for extra-curricular skills

    In addition to your degree programme, at Queen's you can have the opportunity to gain wider life, academic and employability skills. For example, placements, voluntary work, clubs, societies, sports and lots more. So not only do you graduate with a degree recognised from a world leading university, you'll have practical national and international experience plus a wider exposure to life overall. We call this Degree Plus. It's what makes studying at Queen's University Belfast special.

  • Fees and Funding

    Tuition Fees

    Northern Ireland (NI) 1 £7,470
    Republic of Ireland (ROI) 2 £7,470
    England, Scotland or Wales (GB) 1 £7,470
    EU Other 3 £21,500
    International £21,500

    MSc (T) Marketing 

    1 EU citizens in the EU Settlement Scheme, with settled status, will be charged the NI or GB tuition fee based on where they are ordinarily resident. Students who are ROI nationals resident in GB will be charged the GB fee.

    2 EU students who are ROI nationals resident in ROI are eligible for NI tuition fees, in line with the Common Travel Agreement arrangements.

    3 EU Other students (excludes Republic of Ireland nationals living in GB, NI or ROI) are charged tuition fees in line with international fees.

    All tuition fees quoted are for the academic year 2022-23, and relate to a single year of study unless stated otherwise. Tuition fees will be subject to an annual inflationary increase, unless explicitly stated otherwise.

    More information on postgraduate tuition fees.

    Additional course costs

    All Students

    Depending on the programme of study, there may be extra costs which are not covered by tuition fees, which students will need to consider when planning their studies.

    Students can borrow books and access online learning resources from any Queen's library. If students wish to purchase recommended texts, rather than borrow them from the University Library, prices per text can range from £30 to £100. Students should also budget between £30 to £75 per year for photocopying, memory sticks and printing charges.

    Students undertaking a period of work placement or study abroad, as either a compulsory or optional part of their programme, should be aware that they will have to fund additional travel and living costs.

    If a programme includes a major project or dissertation, there may be costs associated with transport, accommodation and/or materials. The amount will depend on the project chosen. There may also be additional costs for printing and binding.

    Students may wish to consider purchasing an electronic device; costs will vary depending on the specification of the model chosen.

    There are also additional charges for graduation ceremonies, examination resits and library fines.

    Marketing costs

    Students have the option to undertake a consultancy project for their dissertation and are responsible for funding any travel, accommodation and subsistence costs.

    How do I fund my study?

    The Department for the Economy will provide a tuition fee loan of up to £5,500 per NI / EU student for postgraduate study. Tuition fee loan information.

    A postgraduate loans system in the UK offers government-backed student loans of up to £10,609 for taught and research Masters courses in all subject areas. Criteria, eligibility, repayment and application information are available on the UK government website.

    More information on funding options and financial assistance.

    International Scholarships

    Information on scholarships for international students, is available at

  • Apply

    How to Apply

    Apply using our online Postgraduate Applications Portal and follow the step-by-step instructions on how to apply.

    Apply now

    When to Apply

    The deadline for applications is normally 30th June 2021. In the event that any programme receives a high volume of applications, the university reserves the right to close the application portal earlier than 30th June deadline. Notifications to this effect will appear on the Direct Entry Portal (DAP) against the programme application page.

    Terms and Conditions

    The terms and conditions that apply when you accept an offer of a place at the University on a taught programme of study.
    Queen's University Belfast Terms and Conditions.

    Download a prospectus