Online, part-time
Marketing MSc
Maximise market insight and develop solutions for impactful business results
About your course
Our Marketing MSc will help you maximise market insight and develop solutions for impactful business results, whether for your own venture or your employer’s.
Continually updated to reflect the fastpaced nature of modern marketing, our modules demonstrate a comprehensive and competitive approach to marketing. This approach is relevant to different industries, sectors, and firms working in foreign and local markets. Gaining an indepth understanding of marketing issues and challenges, you’ll become adept at identifying and forecasting customer behaviour. This includes recognising the potential – both positive and negative – for marketing products and services in business-to-consumer (B2C) and business-to-business (B2B) contexts. You’ll have a ‘big picture’ mindset when it comes to strategy and planning, able to quickly spot market opportunities and identify planning priorities.
Who’s the course for?
This MSc in Marketing is targeted at working professionals who wish to pursue challenging senior career opportunities in marketing or management. It will enhance and expand any existing knowledge of marketing theories and practice. It traditionally attracts a diverse, experienced cohort who come from both marketing and nonmarketing backgrounds. This leads to interesting discussions and provides fresh perspectives. Integrating theory, research, and practice, it will equip you with the strategic insight, marketing acumen and skills necessary for senior-level marketing
Key details
Delivery: online, part-time
Duration: two years
Start dates: January, May and September
Tuition fees: * ^ £20,232
* These tuition fees may be subject to increases in subsequent years of study, in line with King’s terms and conditions.
^ Depending on your country of residence, you may also have to pay Goods and Services Tax (GST) in addition to your tuition fees. You can find further information on the King’s Goods and Services tax page.
Career outcomes
This MSc in Marketing provides up-todate marketing, managerial and analytical skills, as well as unique insight into the latest digital technologies advancing the profession. It prepares you to move into senior level marketing roles. Your specialist knowledge will prove attractive to organisations in any industry sector. You’ll graduate with the ability to shape business strategy and performance through marketled solutions and communications. You can choose to specialise in areas within marketing, such as advertising, branding, or product development. Alternatively, you can use your all-round strategic marketing knowledge to lead businesses and organisations as Chief Executive or Managing Director.
Careers service
At King’s, we’re dedicated to providing you with the tools and platforms you need to step into flourishing careers. Our Careers Service is open to all students, offering careers guidance and industry connections via our CareerConnect portal. Search for jobs, connect with employers and access masterclasses and other events.
Study with a world-leading faculty, 100% online
King’s College London has a heritage of pioneering thinking, which is a tradition we continue within King’s Business School. A triple-accredited Business School, our world-class faculty collaborate with researchers, governments, professional bodies, agile startups, and leading organisations around the world to uncover new approaches to business. We focus on practical applications that produce real impact, underpinned by responsible, purposeful business and leadership.
King’s Business School is ranked
#7
King’s College London is
Module overview
You’re required to take modules totalling 180 credits. King’s College London reviews the modules offered on a regular basis to provide up-to-date, innovative and relevant programmes of study. Therefore, modules on offer may change from year to year.
Required modules
You’re required to take the following modules:
International Marketing (15 credits)
International marketing covers issues associated with ‘marketing mix’ decisions faced by firms in foreign markets within today’s global market environment. This includes cultural influence, market entry issues, segmentation and positioning, country of origin, and global branding, among others. Drawing on established theory, research, and case studies, you’ll learn about the challenges of operating in different markets. You’ll explore the international marketing tools at your
disposal, sometimes drawing inspiration from stories in the news.
Marketing Theory and Practice (15 credits)
This module provides a solid understanding of marketing as both a business necessity and a specialist discipline. You’ll cover core marketing theory and methods planning. This includes customers and competitors, segmentation, targeting, and positioning, competition nuances, new product development, and pricing, place, and promotion. It prepares you to develop, implement, and evaluate evidence-based marketing plans over time and in a global context.
Consumer Behaviour (15 credits)
Customer behaviour is a dynamicand growing field of marketing that draws on the different perspectives of the core social science disciplines (i.e., psychology, economics, anthropology, sociology, and communication). It examines how individuals behave, think,
and feel. This exploration delves into what this means for marketing products, services, and ideas in both business-to-consumer and business-to-business contexts.
Business to Business Marketing (15 credits)
In this module, you’ll broaden your knowledge of the nature of business versus consumer markets and marketing. Examining theory and recent developments in business marketing practices, you’ll come to understand the critical elements of business marketing strategies and plans. You’ll develop the skills and knowledge to evaluate an organisation’s buying behaviour. This involves defining and analysing target segments based on macro and micro factors. You’ll then critically assess, design, and manage key business marketing mix strategies in business markets.
MSc course guide - 5
Sustainability and Ethics (15 credits)
In this module, you’ll gain a deeper understanding of sustainability and ethics as they relate to policy, industry implementation and consumer impact. Taking inspiration from best practice case studies, you’ll explore how to integrate sustainability and ethical practices into marketing strategy. This approach can differentiate and enhance your brand, potentially reduce costs, align purpose with strategy, and ultimately benefit customers and society in the long term.
Digital Marketing (15 credits)
Digital marketing is a rapidly evolving field, so staying up to date with the latest trends and tactics is crucial for success in today’s fast-paced world. This module provides an overview of digital technology developments in marketing theory and practice in international contexts. Examining the impact of digital technology on consumer and buyer behaviour, you’ll develop the tools and techniques to plan, implement and evaluate evidence-based digital marketing campaigns.
Marketing Strategy and Planning (15 credits)
The purpose of marketing strategy and planning is to establish a profitable and sustainable market position. This position takes into account all forces that determine competition within a particular market and the broader industry. In this module, you’ll embrace the four core elements of the marketing planning framework: where are we now? (Audit); where do we want to be? (Strategy); how will we get there? (Translation); did we get there? (Evaluation). You’ll learn how to analyse and set achievable marketing objectives based upon an effective segmentation, targeting, and positioning strategy.
Research in Marketing (15 credits)
This module offers a comprehensive introduction to the marketing research process. It also demonstrates the ways in which market insight and intelligence can support effective decision-making. You’ll study the various concepts and techniques used in marketing research. This involves gaining practical experience in analysing data
or research. You’ll learn how to draw appropriate managerial implications and recommendations, then present your findings effectively to a wide range of audiences.
Brand Management (15 credits)
Looking at how brands work to support company strategy and build profitability, this module aims to develop conceptual, technical, and communication skills. These skills are essential for effective brand development and management. Referring to practical examples and using a variety of diagnostic frameworks and methods, you’ll learn how to evaluate a brand’s strengths, weaknesses, and overall cohesion. It introduces different brand strategy options and models and the role of communications in building awareness, engagement, brand associations, relationships, and purchase.
Marketing Analytics (15 credits)
This module introduces you to the basic concepts of gathering and analysing marketing data from various sources. It covers the typical software packages
currently available to develop analytical solutions to marketing problems. customer expectations in a digital context. You’ll be introduced to the ways to capture, measure and add value to service customers. This will equip you with the knowledge and skills to critically evaluate potential strategic options and recommend sound strategic solutions to real-life services marketing problems.
It also aims to improve your understanding of the various tools, techniques, and metrics used in marketing analytics. Additionally, it explores how these elements can facilitate data-driven decision-making in a strategic marketing context. Practical exercises enable you to conduct your own data analysis and discuss the limitations and challenges of marketing analytics with other students.
E-Services Marketing (15 credits)
Against the backdrop of an increasingly global and digitally connected marketplace, you’ll consider the strategic role of services and services marketing. This module provides an in-depth exploration of the roles played by various stakeholders, including customers, patients, employees, and others within the service sector. A key element of the module is the focus on contemporary challenges in managerial service practices, particularly those related to adapting to digital transformation and effectively managing
Marketing Communications (15 credits)
This module aims to provide an indepth understanding of marketing communications issues and challenges. It also seeks to develop your ability to translate theory and evidence into marketing practice.
Topics include:
• Environmental forces influencing marketing communications
• Consumer response and information processing
• Marketing communications strategies and planning
• Players in the marketing communications industry
• Marketing communications mix
• Evaluation and metrics of marketing communications effectiveness
Entry requirements
Standard requirements
A minimum high 2:1 undergraduate Bachelor’s (honours) degree in a social science-related area with a final mark of at least 65% or above in the UK marking scheme. If you are still studying, you should be achieving an average of at least 65% or above in the UK marking scheme.
If you have a lower degree classification, or a degree in an unrelated subject, your application may be considered if you can demonstrate significant relevant work experience, or offer a related graduate qualification (such as a master’s or PGDip).
Non-standard requirements
Please note that if you have a lower degree classification, or a degree in an unrelated subject, your application may be considered if you can demonstrate significant relevant work experience or offer a related graduate qualification (such as a master’s or PGDip).
English language requirements
English language band: B
To study at King’s, it’s essential that you can communicate in English effectively in an academic environment. You’re usually required to provide certification of your competence in English before starting your studies.
Nationals of majority English speaking countries (as defined by the UKVI) who have permanently resided in this country are not usually required to complete an additional English language test. This is also the case for applicants who have successfully completed:
• An undergraduate degree (at least three years duration) within five years of the course start date
• A postgraduate taught degree (at least one year) within five years of the course start date
• A PhD in a majority English-speaking country (as defined by the UKVI) within five years of the course start date
For information on our English language requirements and whether you need to complete an English language
course guide
Disability support
At King’s, our Disability Support Team offers information, advice and guidance to prospective and current students with disabilities. When we refer to the term ‘disability’ we also include long-term medical or mental health conditions and Specific Learning Difficulties. If you require disability support, please email disability@kcl.ac.uk as soon as possible. Further information can be found on our website.
Application process
We recommend applying as early as you can to secure your place. To apply, you’ll need to first register on our online application system “King’s Apply” where you can submit your application online. Please ensure that you send in all relevant documentation with your online application.
You’ll need to submit degree certificates and all other documents required for your application before we can process it. International education documents will need to be translated to English by an official translator before submission. Once submitted, your application will be assessed by our admissions team. You will be able to track and contact us about your application, using King’s Apply.
Personal statement and supporting information
Depending on your previous qualifications, you may need to submit a personal statement and a reference letter as part of your application.
You’ll need to submit a copy (or copies) of your official academic transcript(s), showing the subjects studied and marks obtained. If you have already completed your degree, copies of your official degree certificate will also be required. Applicants with academic documents issued in a language other than English, will need to submit both the original and official translation of their documents.
You’ll need to submit your CV as part of your application to highlight your experience.
About us
Founded in 1829, King’s College London is one of the top universities in the world, and ranked within the top 10 universities in the UK (QS World University Rankings 2026). We are recognised internationally for our focus on excellence and the distinctive contribution we make to society through our world-leading research.
This course is run by the Department of Marketing within King’s Business School. A leading management institution, the Business School is proud to be among the one per cent of business schools globally to achieve triple accreditation. In recognition of our worldclass education that is relevant to the needs of
the world around us, we’ve been awarded the three major Business School accreditations (AACSB, EQUIS and AMBA).
Our staff undertake ground-breaking research across the disciplines of management, business, economics, and finance, all of which is improving the way people do business. Over 90% of our research was rated ‘world leading’ or ‘internationally excellent’ in the 2021 Research Excellence Framework (REF).
King’s has made every effort to ensure that this information is both helpful and accurate but some changes, for example to courses, facilities or fees, may become necessary due to legitimate staffing, financial, regulatory or academic reasons. King’s will endeavour to keep changes to a minimum and to keep applicants informed appropriately. For this reason, it is important that you regularly check the website for updates or contact King’s using the contact details contained within this document. www.kcl.ac.uk
At King’s College London, we are proud to be delivering our online degrees to students in over 150 different countries across the world. The broad applicability of our qualifications means that our graduates move into a wide variety of different job roles and further study opportunities, some of which are governed by specific regional regulatory requirements. Before joining, we recommend that you seek advice from any relevant accrediting bodies in your intended country of domicile to ensure that this course is qualified to meet your intended career or further study outcomes.
If you have any questions about studying online with King’s, please contact our Enrolment Advisors by completing the form on our Contact us page.
