Strategic Marketing MSc - 2027/8
Awarding body
University of Surrey
Teaching institute
University of Surrey
Framework
FHEQ Level 7
Final award and programme/pathway title
MSc Strategic Marketing
Subsidiary award(s)
| Award | Title |
|---|---|
| PGDip | Strategic Marketing |
| PGCert | Strategic Marketing |
Professional recognition
Association to Advance Collegiate Schools of Business (AACSB)
Accredited by the Association to Advance Collegiate Schools of Business (AACSB).
Chartered Institute of Marketing (CIM)
Accredited by The Chartered Institute of Marketing (CIM) for the purpose of gaining CIM qualifications through the Graduate Gateway.
Modes of study
| Route code | Credits and ECTS Credits | |
| Full-time | PKA61128 | 180 credits and 90 ECTS credits |
| Part-time | PKA61129 | 180 credits and 90 ECTS credits |
QAA Subject benchmark statement (if applicable)
Other internal and / or external reference points
N/A
Faculty and Department / School
Faculty of Arts, Business and Social Sciences - Surrey Business School
Programme Leader
ABBOUD Liliane (SBS)
Date of production/revision of spec
29/04/2026
Educational aims of the programme
- To provide an in-depth knowledge on the value of strategic marketing in modern data-driven organisations.
- To provide the opportunity to gain a comprehensive strategic, analytical skills in offline and online business environments as well as an understanding of contemporary marketing principles focused on learning by doing to develop the attributes of a contemporary marketeer.
- To develop strategic marketing skills that are relevant to the needs of existing and future managers, executives, and other professionals in marketing management, and which are necessary for gaining sustainable competitive advantage in the marketplace.
- To enable students to develop abilities in global marketing strategy, service management, brand communications, and customer-facing functions, as well as generate innovative, creative, and competitive business solutions.
- To develop students as independent and reflective learners, able to become responsible leaders in their chosen profession.
Programme learning outcomes
| Attributes Developed | Awards | Ref. | |
| Demonstrate an in-depth knowledge of the development, issues and influences relevant to strategic marketing management. | KC | PGCert, PGDip, MSc | |
| Critically and independently evaluate approaches, techniques, applications, and research outcomes relevant to strategic marketing and appraise human relationships through the development of professional and interpersonal skills. | CPT | MSc | |
| Integrate and analyse theoretical and applied knowledge of the practice of marketing to understand complex marketing situations and make informed decisions. | KCT | PGDip, MSc | |
| Demonstrate high level learning and problem-solving abilities which will allow students to become effective decision-makers and problem solvers in todays' challenging and fast-moving marketing world. | CPT | PGDip, MSc | |
| Critically evaluate and reflect on ethical and social issues likely to arise in diverse business contexts and formulate ethical solutions which drive value creation and business performance. | CPT | PGCert, PGDip, MSc | |
| Critically evaluate the suitability of GenAI solutions for different business problems, considering organisational context and strategic objectives. | CPT | PGCert, PGDip, MSc |
Attributes Developed
C - Cognitive/analytical
K - Subject knowledge
T - Transferable skills
P - Professional/Practical skills
Programme structure
Full-time
This Master's Degree programme is studied full-time over one academic year, consisting of 180 credits at FHEQ level 7*. All modules are semester based and worth 15 credits with the exception of project, practice based and dissertation modules.
Possible exit awards include:
- Postgraduate Diploma (120 credits)
- Postgraduate Certificate (60 credits)
*some programmes may contain up to 30 credits at FHEQ level 6.
Part-time
This Master's Degree programme is studied part-time over two academic years, consisting of 180 credits at FHEQ level 7. All modules are semester based and worth 15 credits with the exception of project, practice based and dissertation modules.
Possible exit awards include:
- Postgraduate Diploma (120 credits)
- Postgraduate Certificate (60 credits)
Programme Adjustments (if applicable)
N/A
Modules
Year 1 (full-time) - FHEQ Level 7
Module Selection for Year 1 (full-time) - FHEQ Level 7
SEPTEMBER START
First semester (semester 1 according to the academic calendar) you will study these four compulsory modules (15 credits each):
MANM543 - MARKETING RESEARCH
MANM434 - STRATEGIC MARKETING
MANM545 - SERVICES MARKETING
MANM544 - SUSTAINABILITY MARKETING
Second semester (semester 2 according to the academic calendar) you will study these three compulsory modules (15 credits each):
MANM546 - PERSPECTIVES ON CONSUMER BEHAVIOUR
MANM018 - INTEGRATED AND DIGITAL MARKEING COMMUNICATIONS
MANM407 - GLOBAL STRATEGY
And you will need to choose one of the following optional modules (15 credits each):
MANM139 - INTERNATIONAL RETAILING
MANM614 - DYNAMICS OF BUSINESS CONSULTANCY
MANM535 - SOCIAL MEDIA MARKETING
You have the option to choose either an applied marketing consultancy project or a research-based dissertation, which run year-long (60 credits each):
MANM617- APPLIED MARKETING CONSULTANCY
MANM542 - DISSERTATION IN MARKETING
For key dates and semester lengths including the summer period visit: Key Dates
FEBRUARY START
First semester (semester 2 according to the academic calendar) you will study these three compulsory modules (15 credits each unless stated otherwise):
MANM546 - PERSPECTIVES ON CONSUMER BEHAVIOUR
MANM018 - INTEGRATED AND DIGITAL MARKETING COMMUNICATIONS
MANM407 - GLOBAL STRATEGY
And you will need to choose ONE of the following optional modules (15 credits each):
MANM139 - INTERNATIONAL RETAILING
MANM614 - DYNAMICS OF BUSINESS CONSULTANCY
MANM535 - SOCIAL MEDIA MARKETING
Summer period you will study the following condensed module (15 credits):
MANM543 - MARKETING RESEARCH
You have the option to choose either an applied marketing consultancy project or a research-based dissertation, which run year-long (60 credits each):
MANM617- APPLIED MARKETING CONSULTANCY
MANM542 - DISSERTATION IN MARKETING
Second semester (semester 1 according to the academic calendar) you will study these three compulsory modules (15 credits each):
MANM434 - STRATEGIC MARKETING
MANM545 - SERVICES MARKETING
MANM544 - SUSTAINABILITY MARKETING
For key dates and semester lengths including the summer period visit: Key Dates
Year 1 (part-time) - FHEQ Level 7
| Module code | Module title | Status | Credits | Semester |
|---|---|---|---|---|
| MANM018 | INTEGRATED AND DIGITAL MARKETING COMMUNICATIONS | Compulsory | 15 | 2 |
| MANM545 | SERVICES MARKETING | Compulsory | 15 | 1 |
| MANM546 | PERSPECTIVES ON CONSUMER BEHAVIOUR | Compulsory | 15 | 2 |
| MANM434 | STRATEGIC MARKETING | Compulsory | 15 | 1 |
Module Selection for Year 1 (part-time) - FHEQ Level 7
SEPTEMBER START
YEAR 1
First semester (semester 1 according to the academic calendar) you will study these two compulsory modules (15 credits each):
MANM545 - SERVICES MARKETING
MANM434 - STRATEGIC MARKETING
Second semester (semester 2 according to the academic calendar) you will study these two compulsory modules (15 credits each):
MANM546 - PERSPECTIVES ON CONSUMER BEHAVIOUR
MANM018 - INTEGRATED AND DIGITAL MARKETING COMMUNICATIONS
For key dates and semester lengths including the summer period visit: Key Dates
Year 2 (part-time) - FHEQ Level 7
Module Selection for Year 2 (part-time) - FHEQ Level 7
YEAR 2
First semester (semester 1 according to the academic calendar) you will study these two compulsory modules (15 credits each):
MANM544 - SUSTAINABILITY MARKETING
MANM543 - MARKETING RESEARCH
You have the option to choose either an applied marketing consultancy project or a research-based dissertation, which run year-long (60 credits each):
MANM617- APPLIED MARKETING CONSULTANCY
MANM542 - DISSERTATION IN MARKETING
Second semester (semester 2 according to the academic calendar) you will study this compulsory module (15 credits):
MANM407 - GLOBAL STRATEGY
and you will choose one of the following optional modules (15 credits each):
MANM139 - INTERNATIONAL RETAILING
MANM614 - DYNAMICS OF BUSINESS CONSULTANCY
MANM535 - SOCIAL MEDIA MARKETING
For key dates and semester lengths including the summer period visit: Key Dates
Opportunities for placements / work related learning / collaborative activity
| Associate Tutor(s) / Guest Speakers / Visiting Academics | Y | |
| Professional Training Year (PTY) | N | |
| Placement(s) (study or work that are not part of PTY) | N | |
| Clinical Placement(s) (that are not part of the PTY scheme) | N | |
| Study exchange (Level 5) | N | |
| Dual degree | N |
Other information
Employability: The programme aims to develop life-long learning capabilities, skills, and marketing knowledge such as critical thinking, research, analytical and strategic marketing skills, that would contribute toward success in strategic marketing careers. In addition to activities and assessments designed to enhance students' employability in a competitive market, the programme offers modules that aims to provide skills and opportunities to become managers who understand and cope in dynamic contexts. Guest speakers are also invited by the majority of the programme's modules and this practice aims not only to allow students to reflect on what they learn but to also to enhance their professional network. This programme is fully accredited by the CIM - an accredited degree recognised by employers.
Global and cultural capabilities: Students on this programme come from diverse and culturally rich backgrounds. Assessment elements, activities are embedded in the delivery of the programme and the content of some modules require students to work together, solve problems, and creatively reflect on and tackle marketing challenges. To this end, students broaden their own world view, perspectives, and interpretations by interacting in a culturally varied environment.
Digital capabilities: Throughout the programme, students learn to navigate and use GenAI digital tools. Students will also learn to use other digital resources (such as Qualtrics and social media metrics) to aid their learning and undertake research. Some assessment components and/or taught modules also require different ICT skills (e.g., data and media literacies and digital communication), which are also integral to academic and professional development.
Resourcefulness and resilience: This programme is designed to enhance students' continual professional development. It encourages collaborative learning and peer support. Students will develop attributes such as confidence, adaptability, problem solving and decision-making abilities, through interacting in their groups, engaging with their group members, and compiling marketing assignment/reports. Assessments facilitate the fostering of resourcefulness and resilience.
Sustainability: This programme advances students' understanding and awareness of ethical marketing practices and decision-making. Sustainable and ethical principles inform different modules of the programme, and core concepts from other management disciplines, including global strategy and sustainability are explored.
Quality assurance
The Regulations and Codes of Practice for taught programmes can be found at:
Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2027/8 academic year.