Strategic Marketing Management MSc

Course overview

  • Course level
  • Course type
  • Duration
    1 year
  • Course options
    Internship / overseas study
  • School

Entry requirements

  • One of the following:
    A good UK honours degree (minimum lower second class) or equivalent overseas degree recognised by Aston University.
  • For International Students:
    An official academic transcript, with official English translation, of your university grades to date, students whose native language is not English also need to satisfy our English language requirements.
  • Full entry requirements
    See entry requirements below for full details
More information

Key Dates

Ranked 3rd in the UK in the Eduniversal Best Masters Ranking 2019

Specialise with a wide range of elective modules

Course Summary

If you’re looking to stand out from the crowd and kick-start your career in Marketing, our MSc Strategic Marketing Management is the course for you. You’ll gain the knowledge and develop the skills you need to become a successful, well-rounded marketing professional. Learn the core concepts, discover how to develop and deliver successful strategy and explore specific areas of marketing, such as digital and brand management.

The course concludes with a Business Project; a substantial piece of work designed to provide you with an opportunity to analyse a business problem and practically apply the knowledge and skills developed during the course.

You can choose to study this course as part of our double degree programme. 

Entry requirements

One of the following: 

  • A good UK honours degree (minimum lower second class)

  • Equivalent overseas degree recognised by Aston University.

As well as:

  • Two professional references – at least one must be from an academic referee

  • An official academic transcript of your university grades to date

  • A completed application form.

For International students:

  • An official academic transcript, with an official English translation, of your university grades to date.

  • Students whose native language is not English will also need to satisfy our English language requirements Pre-sessional English language programmes are available for good applicants whose English qualification falls just short of these requirements. 

  • Postgraduate masters students enrolling with Aston Business School with a 5.5 in one of the four IELTS sections will be required to engage with English language tuition as part of our professional development programme, The Aston Global Advantage.  There will be no extra cost to the student.

  • For students who do not meet our minimum academic and English language requirements for this course, we offer an alternative pathway to an Aston Master’s with Kaplan International College, London.
  • For more information about qualifications, view our Aston in your country webpage.

Applicants with extensive work experience:

We recognise the value of extensive professional experience. If you do not have the academic qualifications, but have extensive and relevant professional experience and a proven ability to succeed, we would welcome your application.

The information contained on this website details the typical entry requirements for this course for the most commonly offered qualifications. Applicants with alternative qualifications may wish to enquire with the relevant admissions teams prior to application whether or not their qualifications are deemed acceptable. For less commonly encountered qualifications this will be judged on a case-by-case basis in consultation with the academic admissions tutor.

Why choose us?

We belong to one of just 1% of business schools in the world to be triple accredited by AACSB, EQUIS and AMBA. We’re recognised for our teaching and research excellence. We pride ourselves on the quality of our teaching and research staff. You’ll benefit from their expertise and detailed knowledge of their academic field. Many of our staff have enjoyed long and distinguished careers in business, meaning you will get a great insight into how strategic marketing takes place in real-life business situations.

We’re well-known for providing companies with skilled and capable staff and our students have been successful in getting jobs with prestigious global companies, including British Petroleum, Rolls Royce, Hyundai and IBM. They go onto fulfil a wide range of roles, from general marketing executive positions to management and marketing communications roles. You will be able to move into consumer or business-to-business marketing positions within organisations or take up roles in specialist marketing agencies.

Thanks to our strong links with the local business community as well as leading national and international firms, you will have opportunities to gain professional experience through work placements. There are also networking events and guest lectures from practicing marketers from various industries.

If that’s not enough, with our double-degree option, you can also get two degrees for the price of one. Study overseas for an extra year, experience a different culture and enhance your knowledge and understanding of your subject area. Our partner institutions include some of the world’s leading business schools and best of all, your year abroad includes free tuition.

We welcome students from all disciplines. So, whether you have a general business degree or come from an arts or science background, it doesn’t matter. You may already be working in the industry and want to boost your opportunities for career progression with an academic qualification. So if you want to kick-start your marketing career, apply today.

Our courses offer a range of opportunities to gain practical experience through things such as, consultancy projects and entrepreneurial opportunities. Find out more here. 

Fees and scholarships

Fees 2020/21

UK/EU:           £10,550
International:  £19,850

Find out more about our scholarships here.  


Upon completion of this course, you will eligible for direct entry onto the Chartered Institute of Marketing(CIM) Diploma in Professional Marketing.

Course outline

This course will provide you with a detailed knowledge and understanding of one of the most exciting and creative areas of business. By the end of your studies, you will have gained advanced skills which will enable you to fulfil a variety of marketing roles across a wide range of organisations.

You’ll discover how strategic marketing management is essential for firms to gain a competitive advantage over their competition and in sustaining businesses success. You’ll study the core concepts of marketing, learning about fundamental principles as well as modern practices, trends and challenges. You’ll be taught key market research and analysis tools and techniques, giving you the ability to confidently match companies’ strengths to gaps in the market.

We’ll give you the opportunity to apply what you’ve learnt and gain valuable experience in developing strategic marketing plans for businesses. You’ll also explore marketing communications methods and find out the most effective ways firms can get their message to their target audience.

There’s also the opportunity to explore specialist areas of marketing in detail, such as strategic brand management, digital marketing and sales force management marketing. This will allow you to excel in a variety of areas and gives you the opportunity to work in a number of different marketing roles. You can also benefit from broadening your commercial understanding by studying other business subjects, such as accounting or strategic management.

You’ll benefit from an innovative learning experience. We use traditional teaching methods, such as lecturers and seminars, to equip you with the subject knowledge that you need. There’s also computer-based simulations, case studies and visits from leading industry experts, to enable you to practically apply what you’ve been taught. Blackboard, our online learning platform, will also support you with your studies. With lecture slides, reading lists and even video recordings of your sessions, you will have the resources to ensure you get the most out of the course.

We have students studying with us from all around the world. You’ll work with people from different backgrounds and gain an awareness of key cultural differences. This will enhance your communication, teamwork and management skills, which will be hugely beneficial in your professional career.


Subject guide and modules

You will study four core modules as part of this course, ranging from the fundamentals to advanced-level marketing. Plus, you will have the opportunity to study four optional modules, from specialist marketing areas as well as non-marketing subjects.

Core modules

  • Marketing Management
  • Marketing Research 
  • Marketing Strategy 
  • Analysis for Dissertation Research
  • Ethics in Academic Practice
  • The Aston Global Advantage 
  • Business Project or Dissertation

Optional modules

Tailor the course to suit you by choosing from a wide range of specialist marketing topics and non-marketing modules to study.

Specialist marketing modules

  • Marketing Channels and Strategic Sales Force Management
  • Integrated Marketing Communications
  • Consumer Behaviour
  • Strategic Brand Management
  • Services Marketing
  • International Marketing Management
  • Digital Marketing
  • Foundations of Marketing Research
  • Quantitative Marketing Research
  • Current Issues in Retailing
  • Retailing Management

Non-marketing modules

  • Intellectual Property Strategy and Management
  • Accounting for Non-Financial Managers
  • Strategic Business Sustainability
  • Strategic Management


Learning, teaching and assessment

The course will be delivered using a wide range of teaching methods and techniques. This ensures you get the most from your learning experience.

In lectures, you’ll be taught key marketing theory, which provides you with the relevant background knowledge for each topic. You’ll examine real-life contemporary examples of marketing activity and strategy. These include video and written case studies, as well as input from guest speakers. This helps to give you further insight into specific marketing roles and practices.

You’re assessed in a number of ways throughout this course, including exams, coursework and presentations. There’s also group work, an important aspect of post graduate study requiring you to collaborate with team members and develop teamwork skills highly regarded by employers. Our teaching staff will support you and make sure you’re well prepared for your assessments.

For your dissertation project, you’ll be able to choose from a wide choice of interesting subject areas or even develop a strategic marketing plan for a company of your choice. Both options involve using the skills you’ve learnt across the course. You will receive specialist support from an assigned supervisor who will have knowledge and expertise to help guide your studies.

Classroom activities 

  • Create your own marketing strategy – We do business, we don’t just talk about it. That’s why you have the chance to put into practice the skills you’ve learnt and gain experience in developing a strategic marketing plan. Working in a small group, you will research a company of your choice, analyse its industry and the wider external environment. Using your findings, you will produce a market report outlining the opportunities and threats facing your chosen company, as well as its strengths and weaknesses. You will then come up with a marketing strategy for your company. You’ll need to explain your approach and why this will be a success.

  • Marketing strategy simulation - Working within a small group, you will get the chance to manage two brands using an innovative computer simulation programme. You’ll have to make decisions on key marketing strategy issues, such as competitive positioning, production level, pricing, distribution and whether to launch new brands. How well you perform is based on your decisions but also the actions of your competitors. The team with the highest share price index at the end of the module is the winner. This task will enhance your skills in analysing and interpreting complex, competitive markets and develop your ability to apply marketing strategy concepts.
The Aston Global Advantage

More than a Masters

The Aston Global Advantage is an integrated module which runs throughout your course. Focusing on professional development and employability, this module gives you the opportunity to identify, develop and apply the key skills you will gain throughout the year. You'll have the opportunity to:

  • Develop your academic skills
  • Build a portfolio of professional business skills
  • Study abroad with one of our international partners, undertake an internship placement in the UK or overseas or get involved in a global business challenge simulation.
Student experience and employability

Overseas opportunities

We benefit from an extensive network of partner institutions, including some of the highest ranked business schools in Europe, such as Kedge Business School in France. We also have partnerships with univesities worldwide, from Australia, to China, and USA to Singapore.


As part of this course you have the option to undertake a work placement. Spend one month to one year with a company of your choice and gain valuable professional experience. You will take what you’ve learnt and apply it day-to-day during a placement with either an international, national or local firm. Our students have been successful in gaining work placements in general marketing executive positions as well as specialist marketing roles, both in-house and with marketing agencies. They’ve worked in a wide variety of industries and business sectors, both in the UK and internationally. Most recently students have secured work placements with leading brands including L’Oreal and Rolls Royce.

You will also have the opportunity to support start-up businesses and SMEs with real-life business projects through our Aston Business Clinic. Working with other students, you’ll collaborate to solve a strategic problem for a company or carry-out an important piece of work.

You can get support in finding work placements and graduate positions from our careers team. The team will also be on hand to assist you with your CV and interview technique. No matter what career path you’re looking to take, we can help you gain valuable work experience and get one foot on the career ladder.

Trips and visits

Module leaders will organise a series of networking opportunities and guest lectures for you. Marketing professionals as well as senior business leaders will give you with an insight into specific marketing roles, practices, industry challenges and growth areas.

There’s also a large number of graduate employers which visit campus throughout the year. You’ll have the chance to chat to companies about their graduate opportunities and get an insight into their selection process.


Study or work in another country

The University has secured Erasmus+ mobility funding for students going on placement during the academic year 2019/20.  For students planning their placement in the academic year 2020/21, Erasmus+ mobility funding will be dependent on the Exit date and whether a Withdrawal deal is agreed. The University’s Brexit information page is regularly being updated and will have the latest information.

What our graduates say

Vincenzo Scognamiglio

Watch the whole interview to find out more about Vincenzo's experiences on this course.

Christine Xin

Watch the whole interview to find out more about Christine's experiences on this course.

"I recommend this course at Aston to those thinking about studying a Masters degree. Aston has everything you need for an academic study, and the PDP element is really important for an international student as it prepares you for work. Aston have everything you need."

Phuong Hoang

“I did everything I could possibly do in twelve months, attending networking events, the mentoring scheme and undertaking an internship as a consultant.”

Vincenzo Scognamiglio
Business Development Manager, Deliveroo

“I chose this course because Aston doesn’t just talk about business they really do business.”

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