MSc Marketing

Available as a One Year Masters or a Two Year (with Professional Practice) Masters.

Transparent, global and technology-driven marketing is on every organisation’s checklist for success and top marketing practitioners need new skills in order to continue to deliver in increasingly competitive environments.

We believe in the importance of becoming responsible decision-makers in business. At Glasgow Caledonian University you’ll further develop your knowledge and experience of the concepts of sustainability, ethical leadership and social responsibility that can bring about positive change in the global world of marketing.

Join GCU’s award-winning Glasgow School for Business and Society and immerse yourself in the latest digital and international marketing trends and become the positive influence that employers have come to expect from graduates of GCU. You will benefit from studying alongside marketers from different parts of the world with diverse backgrounds and experiences. This opportunity gives you insights into the culture and contexts of marketing in different countries.

Digital technologies, and the role they play in marketing, have been growing significantly in recent years. As these developments increase in momentum, the challenge for employers is to embrace new digital technologies that enhance business and professional opportunities. Therefore, the need to compete on a technological and international level is a requirement for every business and marketing graduate.

As a student, you receive affiliate membership of the Chartered Institute of Marketing (CIM) which gives you access to a wide range of professional marketing information, opportunities to network with other CIM marketing practitioners and the additional option of taking a professional qualification and gaining full CIM membership.

Learn from over 30 years of marketing experience and access the most pertinent, industry relevant, marketing techniques that prospective employers value most. Develop new ideas and challenge your industry to make a difference whether on a local, national or global scale. You will:

  • Evaluate and critically approach modern marketing theory and practice
  • Explore the role of branding, communications, technology and relationship-building in marketing strategy
  • Analyse and appreciate both business and digital environments within the contexts of marketing management
  • Study realistic marketing situations and problems
  • Apply marketing knowledge and understanding to strategic, innovative and creative decision making and implementation

Download the Programme Specification for a detailed breakdown of its structure, what you will learn and other useful information.

Study Options

  • 2020/21


Mode of study


Start date



Full Time
2 Years
18 Jan 2021
GCU Glasgow
Full Time
16 Months
18 Jan 2021
GCU Glasgow
Full Time
2 Years
29 Sep 2020
GCU Glasgow
Full Time
1 Year
29 Sep 2020
GCU Glasgow
Award Mode of study Duration Start date Location  
MSc Full Time 2 Years 18 Jan 2021 GCU Glasgow Enquire Apply
MSc Full Time 16 Months 18 Jan 2021 GCU Glasgow Enquire Apply
MSc Full Time 2 Years 29 Sep 2020 GCU Glasgow Enquire Apply
MSc Full Time 1 Year 29 Sep 2020 GCU Glasgow Enquire Apply

All entry requirements listed here should be used as a guide and represent the minimum required to be considered for entry. Applicants who are made a conditional offer of a place may be asked to achieve more than is stated.

Typical entry requirements

UK honours degree 2:2 (or equivalent) in any subject area.

English language

Academic IELTS score of 6.0 (or equivalent) with no element below 5.5.

Please note: if you are from a majority English speaking country, you may not be required to provide further proof of your English Language proficiency.

Additional information

Other academic and vocational qualifications

Each application to GCU is considered on an individual basis. If you do not have the typical academic entry qualifications, but can demonstrate relevant work experience and/or credits from recognised professional bodies, you may be eligible to enter this course via the University's Recognition of Prior Learning scheme.

International pathways

Entry options for international applicants

If you are an international applicant and do not meet the academic requirements above you may be eligible for an International Graduate Diploma or Pre-sessional pre-masters programme at INTO Glasgow. Based in our Glasgow campus, successful completion of an INTO course with the required grades provides you with a guaranteed conditional offer of a place on this degree.

The tuition fees you pay are mostly determined by your fee status. What is my student fee status?

Tuition fees 2020/21

Home: £6,000
RUK: £6,000
EU: £6,000
International: £13,500

Fees are subject to change and published here for guidance only. Fees and refund policy.

As a student at the University, there are additional fees and costs which may or may not apply to you, but that you should be aware of.

View additional costs


We provide high-quality education for a fair price; as the University for the Common Good, we are committed to offering accessible higher education for talented students by keeping our tuition fees low and providing a generous scholarship package of over £2 million per year.

View our Postgraduate scholarships.

Consumer Behaviour

A critical knowledge and understanding of 21st century consumer behaviour is fundamental to business. You will examine the various models of consumer behaviour that underpin the development of effective marketing strategies, whilst analysing the social, economic and psychological roots of this discipline. Consumption is a core element of our everyday lives and so the module content is meaningful, relatable and essential for business.

Digital Analytics

You will gain an understanding of data preparation, the process models used in analytics, the algorithms and their requirements, the implementation of these algorithms using current technologies, and their application in different situations. You will also gain advanced practical skills in the design, implementation and evaluation of analytical solutions to problems involving Big Data.

Digital Marketing

The constant innovation of digital media and technologies has had a transformative impact on marketing activities. The level of competition has intensified as organisations invest more in digital marketing to reach audiences through multiple platforms to connect with consumers. From an organisational perspective, you will analyse the challenges, opportunities and skillsets required to make the most of digital marketing activities. From a consumer perspective, you will learn how digital technologies can enhance consumer value through the development eCRM, creative digital experiences and engage with consumers on social networks.

Integrated Marketing Communications

The module focuses on the significance of a relevant, consistent and integrated brand image and communication strategy within markets. You will explore the communication tools available, both online and offline, and focus on the integration of these tools to provide a brand with coherence in the marketplace.

International Marketing Planning and Strategy

Strategic Marketing Planning is core to an organisations success and a crucial component for any marketer. This module involves practical application of the strategic marketing planning process to develop a winning strategy as a means of creating competitive advantage by building a sustainable value proposition for selected target markets. You will be able to put your learning into practice using a computer-based marketing strategy simulation, with the task of developing and implementing a marketing strategy for a simulated company and competing in a virtual marketplace.

Strategic Brand Management

A critical knowledge of strategic brand management is vital to the development and maintenance of successful global and sustainable brands. You will examine the concepts of brand building and brand equity to gain an in depth perspective on the theories and concepts required to understand the essential elements of branding, including the cultural perspectives and economic opportunities and constraints of a global business arena.

Ethics, Governance and Responsible Leadership

By examining the private, public and social enterprise sectors, you will be equipped with a set of analytical tools and concepts to drive responsible decision-making, whilst highlighting the difference between compliance and ethically driven behaviours. You will gain a theoretical and practical understanding of real world issues, from a UK and global perspective, and learn from the PRME related principles and the Common Good attributes which are central to this module.

Applied Professional Practice

Following on from the knowledge you have gained in Ethics, Governance and Responsible Leadership and with a focus on self-reflection, in this module you will develop your professional competence by undertaking a professional engagement activity. The link between these two core modules reinforces the significance of ethical and responsible decision making and leadership within your future career.

Masters Research Project

The final element of the programme is the Masters Research Project which provides you with an opportunity to design and undertake a piece of original research. You will apply methods and theories that are commonly used within the field of Marketing with the support of internationally published literature demonstrate best practice in this field.

The programme is heavily focused on coursework which has been carefully designed to allow you the opportunity to apply theory in practice.

There is a real-world focus to ensure graduates have the marketing capabilities valued by employers and, where appropriate, digital assessment methods are used such as ejournals or video based presentations.

Graduates of the masters programme will enhance their profile by developing the latest marketing knowledge and skills needed to progress their careers within organisations operating in business, consumer and third sector markets.

GCU marketing graduates have been employed around the world in a variety of positions, with employers including: PepsiCo, Hewlett Packard, Visit Scotland, Virgin Media, Duracell and Three.