Curious about studying MSc Marketingat Edinburgh Napier University? We've gathered all the key details—entry requirements, modules, fees, and more. Hear from real students by checking out reviews, or take the next step by booking an open day to explore it for yourself.
MSc - Master of Science
Edinburgh Napier University, Craiglockhart Campus
Full Time
Sep 2028
1 Year
From the principles and practices of marketing right through to marketing on a global scale we’ll get you ready for the work place.Building on marketing theory we’ll help you to test these in a practical way by getting you to apply these to real business scenarios.The yearlong course is split into 3 trimesters, each building on the last working towards your own dissertation to get you ready to kick start your marketing career on an international level.A career in marketing requires a wide range of skills. Our course will teach you to think analytically and critically examine the issues confronting the global business environment.We’ll help you to develop quantitative and qualitative research skills. Helping you to develop your presentation techniques. Skills that will help you to understand how to develop brands in the global marketplace.You’ll benefit from our strong links within the marketing and advertising industries all over the world, as well as guest speakers. We also have links with industry bodies including the Chartered Institute of Marketing, The Marketing Society Scotland and the Institute of Direct Marketing which add further credibility to the course.Our team work together with students to encourage innovation, enterprise and citizenship through our marketing community.
This module considers advertising as a form of cultural discourse reflecting perceptions of society and otherness. It allows you to develop critical awareness of linguistic, rhetorical, content and semiotic approaches to the analysis of text, sound and image of different forms of advertising and to apply these to a variety of geographical, temporal and media contexts. Throughout the course the emphasis is placed on cross-cultural comparisons.
Introduction to the subject area, definitions and topical consumer behaviour issues including CCT (Consumer Culture Theory) and social-cognition theories of attitude, motivation and behaviour change.
This module provides a varied and stimulating programme of study that enables you to understand and appreciate the extensive range of contemporary issues facing festival and event organisations across the world; and to critically examine research and emerging themes in the study of festivals, events and related areas. The module moves beyond the business and marketing-driven approaches of events management towards a more conceptual analysis and understanding of events from a socio-cultural perspective.
intercultural
This module introduces the theory, principles, and practice of digital marketing strategy. Using contemporary frameworks and recent case studies you will learn about paid, earned and owned media and their role in digital marketing strategy. You will investigate recent changes in online consumer behaviour and their impact on marketing practice. Some of the key topics discussed in this module will include: social media marketing, digital advertising, digital PR, online market research, user-generated content, mobile marketing, eCRM, content marketing strategy, email marketing, and online Public Relations. This module is accredited by the Institute of Digital Marketing.
Research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination. Individual research, production of a dissertation, reflection on work undertaken.
This module includes: Introduction to Global Marketing - A Strategic Perspective; The Strategic Marketing Process and Global Marketing Challenges; The Global Trading Environment; The Social and Cultural Diversity and Complexity of Globalisation; Global Market Research and Opportunity Analysis etc.
Communications theory, stakeholders, decision making process, integrated marketing communications, marketing communications planning, budgeting & evaluation, advertising, sales promotion, public relations, sponsorship, direct marketing, personal selling, exhibitions, packaging, online communications, b2b communication, internal communications.
The module covers the following: The importance of new businesses to a thriving economy; Entrepreneurial thinking and aspirations; The business planning process; Idea generation / development / evaluation; Market identification including exposure to market players; Researching the resources required including equipment, people, funding.
The module will explore key marketing management principles and theories with a focus upon practical marketing management issues. Within PPM, we will step through levels of the organisation, from corporate level, through business level, and to operational level. This approach will allow the student to view and evaluate organisational decisions across the organisation and understand issues of communication, culture, and change management amongst others. The first section of the module will consider Marking Planning incorporating elements of environmental scanning, developing and setting organisational and marketing objectives, and developing organisational and marketing strategy. Later sections of the module will focus upon marketing implementation which includes elements of media decisions, operations management, and marketing measurements.
Research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination.
This module explores key theories and practices related to social media marketing and content marketing. The structure of the module follows a well-established model developed by Solomon and Tuten (2020) that focuses on 4 zones of social media
Develop a critical understanding of strategic brand management theory and evaluate the value of such theory to organisations. Analyse the origin of popular brands. Strategic brand management process. Establishing brand position and values. Choosing brand elements to built brand equity. The role of advertising and the Internet in brand development. The legal protection of brands. Co-branding and brand conflict. Developing brand equity measurement and management systems. Managing brands in a global context and the not for profit sector.
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