Marketing MSc

Program Overview

King's online Marketing MSc program provides a comprehensive understanding of marketing principles, consumer behavior, and strategic planning. Through core modules and practical exercises, students develop advanced skills in digital marketing, brand management, and marketing analytics, preparing them for senior management roles in various industries. The program emphasizes the application of marketing knowledge to real-life business challenges and emerging trends.

Program Outline

Outline:

All core modules on the course are compulsory and you must pass all these modules to complete the award.

You’re required to take the following 12 core modules:

• International Marketing: This module aims to develop your global marketing mindset.
It provides a deeper understanding of marketing issues and challenges, such as cultural dynamics or different market entry methods, and their impact internationally. Learning from theory and contemporary practice, you'll explore how to analyse international marketing challenges. In doing so, we cover aspects such as global segmentation and positioning, marketing communications, retailing, and logistics.
• Marketing Theory and Practice: Develop a critical understanding of the fundamental marketing principles, concepts, and practices.
Exploring the marketing frameworks used to identify and solve marketing problems, you will develop a deeper understanding of customers and competitors. You’ll examine market forces and the social, economic, political, and technological dimensions which affect marketing decisions around product, price, place, and promotion.
• Consumer Behaviour: Drawn from research in marketing psychology, this module is focused on customers; their behaviour in different settings and how this guides marketing strategies and practices.
It provides an overview of core consumer and buyer behaviour theories. It also explores the role and influence of culture on consumers’ and buyers’ decision-making, perception, learning, memory, attitudes, and persuasion. You will also consider ethical implications of marketing strategy and practice, from misleading claims or false advertising to misusing consumer data.
• Business to Business Marketing: This module covers the wide range of marketing activities geared towards marketing products or services to organisational buyers.
It offers insight into the core differences and similarities between business to business (B2B) marketing and business to consumer (B2C) environments. You will look at how to identify business customer needs, then develop and creatively promote products or services which address those unmet needs in an effective and efficient way. You will also consider the ways in which marketers balance customer demand and company profitability.
• Sustainability and Ethics: Sustainability and ethics are now considered some of the most critical aspects of doing business; they can positively or negatively influence the brand and reputation of organisations.
In this module, you will examine the current developments in sustainability and ethics and reflect on the role of the marketer.
• Digital Marketing: Studying digital marketing from a consumer behaviour perspective, this module explores the impact of and latest developments within digital marketing technologies.
You will consider how digital technology can influence consumer/buyer relationships with brands or firms, evaluating the advantages and limitations of various tactics, from content and email marketing to web optimisation and analytics, to marketing strategy. You will develop the advanced conceptual and practical skills needed to successfully develop a professional strategic marketing plan. Topics include: marketing strategy, analysis and perspectives; environmental analysis, market information and intelligence; strategic marketing decisions and choices; segmentation, targeting and positioning strategies; branding strategies; relationship strategies; product innovation and development strategies; strategy implementation, control and metrics.
• Research in Marketing: Successful businesses rely on market research to supply the marketing intelligence required to understand the effectiveness of the current marketing mix and explore and identify new marketplace opportunities.
The objective of this core module is to equip you with the skills and knowledge to conduct effective marketing research, as well as interpret and use the marketing research of others to aid decision-making. You will consider how to develop actionable marketing research through the definition of marketing research problems, information gathering, data analysis, report writing, and presentation.
• Brand Management: Introducing the fundamental principles, concepts and practices of brand management, this module views brands and branding from a managerial and a consumer perspective.
Topics include: an introduction to brands and brand in context; brand purpose, identity, and positioning; building and measuring brand equity; integrating brand communications; brand architecture and leveraging equity; and managing brands over time. You will review and gain practical experience using some of the typical software packages available. In doing so, you will gain a deeper understanding of how various marketing analytical techniques, tools, metrics, and data sources can be used to address fundamental challenges marketing managers face today in the age of Big Data.
• E-Services Marketing: 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 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.
• Marketing Communications: One of the most popular and well-known facets of marketing is the ‘marketing mix’.
In this module, you will gain a comprehensive understanding of how to leverage the marketing mix to achieve various marketing objectives. You will consider different marketing communication channels and platforms, such as traditional mass media platforms (e.g. television and print) and social media platforms, such as Facebook and Google. You will prepare your own advertising creative idea pitch and then integrate your idea with a broader communication plan.

Assessment:

They also evaluate your ability to analyse and apply specialist knowledge to practice.

While these may vary between modules, they are likely to include one or more of the following:

• Group presentations
• Written coursework, e.g.
• quizzes, blogs, reports, and online exams
• Projects

Teaching:

Meet your Programme Director

Dr. Hela Hassen

Hela joined King’s Business School in 2021 after lecturing and conducting research for the University of Leicester and York Management School. An expert in digital media and consumer behaviour, she has a wide range of research interests. These include social media marketing, digital identity, social relationships, gift economy and reciprocity, food practices, and qualitative research methods.

View profile

Careers:

During the course, while covering the major marketing concepts and principles, you will apply your learning to real-life situations through case studies and practical exercises. This develops skills you can apply in the workplace straight away. For example, it includes digital campaign planning or data interpretation using specialist analytics software such as Qualtrics and Mintel. The advanced marketing skills and expertise you gain will prepare you for strategic positions. These could involve developing meaningful business solutions across various sectors, from retail, health, and technology to education, charity, and government. You can work in-house, for a marketing or consulting firm, or even start your own company.

Other:

• The course aims to solidify your understanding of the various functions of marketing, including consumer behaviour, marketing principles, marketing strategy, and research methods.
• You’ll cover fundamental marketing principles as well as specialist and emerging marketing topics.
These range from sustainability and corporate social responsibility to maximising Big Data and generated content.

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