Institution / Queens University Belfast


Why is this subject for you?
You want to develop the skills and knowledge necessary to help build relationships with consumers and satisfy their requirements. You want a career in areas such as digital marketing, advertising, brand management, market research, public relations or academia. You want to gain exemptions from the Chartered Institute of Marketing (CIM) professional examinations

Marketing is concerned with identifying and anticipating customer wants and needs and satisfying them, ensuring profitability for the company.

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 hypercompetitive, dynamic and global marketplace that epitomises business today. The core philosophy running through the programme is that professional, contemporary and accountable marketing practice adds significant value to a firm’s operation and performance.

The programme develops students financial, numerical and research skills and provides advanced study of contemporary marketing theory and practice through a range of specialised modules such as digital marketing and marketing analytics for managers.
Did you miss our recent webinars? Here's another opportunity to watch the recordings of the session.
Programme Director - Patrick McCole

Why queen's?
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. Upon successful completion of the MSc Marketing programme, students will have a number of exemptions from CIM professional examinations: marketing, strategic marketing, and marketing and consumer behaviour.
Students of the MSc Marketing programme will be registered 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.

Marketing Internship and Work-based Research Project
Students have the opportunity to apply for minimum 12 week paid internship as an alternative to the traditional MSc dissertation in Semester 3. It is compulsory for students who secure an internship to submit a work-based research project as the final element of the MSc Marketing degree. This option provides students with 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.

Google Analytics Individual Qualification
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).

SAS Training
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.

Innovative teaching
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.

Entry requirements

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

We welcome applications from a diverse range of backgrounds so may also consider previous work experience alongside lower academic qualifications. Prior experiential learning in business, management or marketing in lieu of academic qualifications will be considered on an individual basis under the University's RPL Policy A formal interview, the submission of written work, exam or GMAT test may form a part of this procedure.

International Qualifications
For information on international qualification equivalents please select Your Country from the list on our International Students website.

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

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

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 programme, our partner INTO Queen's University Belfast offers a range of English language courses. These intensive and flexible courses are designed to improve your English ability to entry to this programme.

For additional information, please visit our website.
• English for University Study - 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.

• See also the INTO Graduate Diploma in Management programme which combines academic study, intensive English language teaching and study skills to prepare you for entry into a university Masters degree.


1 year, full-time.

Learning and Teaching
Morning / Afternoon / Evening.

Careers or further progression

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:
• Customer relationship management
• Digital marketing
• Marketing and customer analytics
• Marketing management
• Research and consultancy

Queen's postgraduates reap exceptional benefits. Unique initiatives, such as Degree Plus and Researcher Plus bolster our commitment to employability, while innovative leadership and executive programmes alongside sterling integration with business experts helps our students gain key leadership positions both nationally and internationally.

Further enquiries

Dr Patrick McCole
Programme Director
Queen's University Management School
Tel: +44 (0)28 9097 5514/5515

Subjects taught

Programme Content
Students must complete 60 CATS per semester. The award of MSc is based on the accumulation of 180 CATS. The programme comprises seven taught modules plus a dissertation or marketing internship and work-based research project.

Semester 1
Compulsory modules
• Accounting for Managers (10 CATS)
• Consumer Behaviour (20 CATS)
• Finance for Managers (10 CATS)
• Marketing Management and Strategy (20 CATS)

Semester 2
Compulsory module
• Research Methods for Business (20 CATS)

Elective modules (select 2)
• Digital Marketing (featuring Google Analytics) (20 CATS)
• Marketing Analytics for Managers (20 CATS)
• Marketing in the World Economy (20 CATS)

Semester 3
• Marketing Internship with Work-based Research Project (60 CATS)*
• Dissertation (60 CATS)

Modules are subject to change.

*Students can apply for a minimum 12-week paid internship as an alternative to the traditional MSc dissertation in Semester 3. It is imperative to note that the selection criteria will be determined by the host company and that the selection and recruitment process will be on a competitive basis. Where a candidate is not successful in their pursuit of an internship in a host company, he or she will automatically defer to the traditional MSc dissertation option.

Assessment method

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.

Application date

Postgraduate Taught
Closing dates do apply for some of our courses, and details of these are available on our Course Finder. We advise you to apply as early as possible, particularly for those courses where there is a high demand for places. Early application is also important for international applicants to allow sufficient time to obtain a student entry visa.

How to Apply
Apply using our online Postgraduate Applications Portal and follow the step-by-step instructions on how to apply. See application weblink below.

Enrolment and start dates

Entry year: 2018

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