The online MSc Strategic Marketing from the University of SurreyThe online MSc Strategic Marketing from the University of SurreyThe online MSc Strategic Marketing from the University of Surrey

Become a marketing strategy expert

The online MSc Strategic Marketing from the University of Surrey goes beyond traditional digital marketing to equip you with practical skills in strategy, market research, social media marketing, advanced analytics and even sustainability marketing.

Over the course of 24 months, you will learn how to assess and manage the customer service experience using advanced analytics techniques that are adopted by the world’s leading organisations. Not only will you study the ‘ins’ and ‘outs’ of marketing strategies and processes, you will also learn about communication, digital and social media marketing, marketing research and customer-facing functions. Through international case studies and guidance by world-class academics, you’ll learn to apply data-driven, creative marketing strategies to help you lead your organisation into a successful future.

This online postgraduate taught course is run by Surrey Business School, which is accredited by both the Association to Advance Collegiate Schools of Business (AACSB) and the Association of MBAs (AMBA).

No application fees

Experience straightforward admission and enrolment, with no application fee.

No test scores

No standardised test scores are required for admission or enrolment.

No experience required

There is no work experience required for this course.

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Online MSc Strategic Marketing admissions

The University of Surrey seeks applicants who are interested in enhancing their marketing expertise. If you’re new to the field, you’ll build a foundation of essential knowledge and receive the staff support to learn to apply strategic marketing concepts. If you’re already an experienced marketer, this will help you gain the advanced skills you need to move into a leadership role.

Admissions highlights

  • Three start dates per year: September, February, June
  • Bachelors degree required
  • No GMAT/GRE scores required

See admissions criteria and application requirements.

Next Application Deadline

The final deadline for the September 2024 cohort is 7 August 2024.

View all upcoming cohorts.

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Experience a hands-on curriculum

The University of Surrey MSc Strategic Marketing will equip you with the practical tools and strategic mindset you need to become a forward-thinking marketing leader, who has the ability to make informed decisions in today’s dynamic landscape. The course culminates in a final business project, in which you will conduct independent research and propose solutions for a topic that aligns with your academic and professional aspirations.

The MSc consists of 180 credits at FHEQ level 7, and is divided into 10 fully autonomous credit-bearing modules and a final business project, delivered through a ‘carousel’ approach across six terms. Each module is worth 15 credits, except for the final project, which is worth 30 credits.

24 Months, Online

180 credits

10 modules

Course descriptions

This online MSc Strategic Marketing covers the following modules:

  • Consider, discuss and evaluate concepts, models, digital tools and processes that are necessary for gaining sustainable competitive advantage in the marketplace.

  • Marketing research is one of the most important and fascinating facets of marketing. The business world is moving faster than ever, meaning the intelligent and thoughtful use of research is critical to keep pace. Marketing researchers are responsible for providing information and insights to identify marketing problems and solutions in such a way that effective decisions can be taken. This module provides theoretical and practical knowledge on designing, conducting, and evaluating marketing research. The module introduces a step-by-step framework for conducting marketing research projects and making data-driven decisions, including problem definition, design, data collection, data analysis, and documentation. Additionally, it discusses the impacts of AI and other emerging technologies on marketing research. This module is beneficial for students interested in pursuing careers in marketing research and consulting.

  • In an increasingly globalised business and business environment, it is necessary for management students to learn how to develop internationally viable global strategies. This module covers a variety of topics such as global strategic analysis, global strategy formulation, and global strategy execution. Strategy-related subjects shape at least half of the contents in this course.

  • This module provides students practical and theoretical knowledge of integrated and digital marketing communications contexts and strategies. It aims to develop students’ critical thinking and ability to apply and adapt theories to cases in integrated and digital marketing communications.

  • In this module, students develop an in-depth understanding of current trends for digital innovation and how they affect businesses in the digital economy today. This will involve reviewing a range of key digital innovation topics and evaluating their business context including technology, business models, stakeholders and ecosystem. In conjunction, students will develop understanding for a methodology to evaluate digital innovation which they can apply to the different key topics for decision-making purposes.

  • This module commences with introducing the principles of services marketing. The services sector, such as telecommunications, financial services, hospitality, transportation services, healthcare and professional services, accounts for over three-quarters of GDP and employment in most developed countries. In light of the growing importance of services in local and global economies, it becomes crucial to study and understand the functionality of service offerings. This module will explore the distinctive characteristics of services and explain how these characteristics affect the marketing approaches used by firms – including challenges involved in controlling service quality and managing customer experience. The module also covers the principles of relationship marketing combined with the meaning and application of services and relationship marketing across different service contexts.

    This module also assesses the impact of emerging technologies and AI on services marketing. It also introduces advanced analytics techniques employed by leading companies to assess and manage their customer’s service experience. Additionally, the module focuses on real-world business scenarios providing students with an opportunity to examine management decision-making and enhancing a wide range of study skills, such as independent research, analytical skills, as well as critical thinking.

  • Sustainable marketing plays a vital role in promoting sustainability values within businesses which is of paramount importance in today’s world. Topics such as environmental considerations, human welfare and responsible consumption are becoming increasingly important. The module provides an understanding and critical assessment of the theoretical concepts of sustainable marketing and their application to real marketing cases to enable students to become informed marketing managers.

  • This module introduces students to the main principles of accounting and finance and demonstrates the importance of these to management decision-making.

  • Consumer behaviour is evident in everyday life, therefore knowledge and understanding of this subject can be beneficial to personal decision-making as well as to marketing and strategy formulation, both in offline and online environments. The module Perspectives on Consumer Behaviour deals with a range of theoretical, practical techniques in understanding and researching consumer consumption behaviour and how such an understanding can be used to create successful and viable marketing strategies. This module gives students the opportunity to explore theories and leading-edge research findings and apply knowledge by conducting small group discussion and/or activities. Thus, reflective, and critical applications of relevant behavioural, cognitive and socio-cultural approaches to consumption are discussed.

  • Social media marketing is an emerging and rapidly developing discipline with substantive changes periodically occurring in industry and academic research. While much of social media marketing is focused on the promotional mix, it also is used for customer care, research and more. The field has shifted from one focused on the influence of individual consumers in social channels to one including bots, AI, and influencers. This module provides students with both academic (theories and concepts) and practical grounding underlying strategic decisions for the use of social media for marketing and the implications of the emerging developments in the area. Discussions, study cases and examples will bring these theories to life.

  • The course culminates in a final business project, in which you will conduct independent research and propose solutions for a topic that aligns with your academic and professional aspirations.

Bolster your marketing strategy

Become a creative, data-driven marketing leader across industries and sectors.

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The online learning experience

A complex world calls for flexible learning designed for your needs. In the online MSc Strategic Marketing course, you’ll find an intuitive platform, comprehensive support and top-notch education designed for real people with real lives.

  • Attend biweekly face-to-face classes, held on Zoom, that allow for rich discussion and debate with peers and faculty.
  • Complete interactive assignments, using a customisable platform that follows best practices for online learning. 
  • Access full-spectrum career services, including interview prep, one-on-one coaching, self-assessments, and salary resources.
  • Connect with a student success advisor, who will serve as your dedicated partner throughout the course.

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Learn from marketing leaders

As a student in the MSc Strategic Marketing course, you will learn from the University of Surrey faculty who are experienced, active practitioners, and top researchers in the marketing field. They bring their real-world experiences and case studies to the online classroom.

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Enhance your employability

The online MSc Strategic Marketing will equip you to become a creative, data-driven marketing leader across industries and sectors. The course’s online modality and emphasis on practical solutions means you can start applying your skills in the workplace right away. In addition to activities and assessments designed to enhance your employability in a competitive market, this course offers a module relating to complexity thinking that will help mould you into a creative professional with the ability to understand and cope with an increasingly fluid marketing world.

Lead with creativity and innovation

Prepare to become a forward-thinking marketing leader who can use creativity, innovation and data to make better marketing decisions. Learn more about the online MSc Strategic Marketing.