Programme Specification
MSc Marketing
MSc Marketing (with year in industry)
School: York Business School
Subject area: Business Management
Entry from academic year: 2023-24
in the month(s) of: September, January
Awarding institution: York St John University
Teaching institution: York St John University
Delivery location: York St John University
Programme/s accredited by:
Exit awards: Postgraduate Certificate in Marketing
Postgraduate Diploma in Marketing
UCAS code / GTTR / other: Not applicable
Joint Honours combinations: Not applicable
QAA subject benchmark statement(s): Subject Benchmark Statement for Business Management (June
2015)
Master’s degree characteristics (September 2015)
Mode/s of study: Postgraduate periods of study1 for full-time / part-time
Non-standard period of study as follows:
• Full-time for 2 years (with year in industry)
Language of study: English
Paired with foundation year No
Study abroad opportunities: No
Placement year opportunity: Yes
Introduction and special features
Marketing is a dynamic and diverse discipline that is central to the success of organisations. This
programme will introduce you to the exciting world of marketing and will explore key aspects of the
discipline, from marketing strategy to strategic brand management. The programme will also examine the
challenges faced by marketers in today’s dynamic and competitive business environment and how such
challenges can be overcome. You will be exposed to the latest contemporary research in marketing to
develop your critical thinking skills and develop and apply knowledge of the latest thinking in marketing.
You will explore issues that have significant impact within organisations by working with others and building
on both personal individual experiences and comparing with those of cohort members. You will carry out
projects and assignments designed to help you apply the theories, tools and techniques you learn. Much of
the learning is developed through the establishment of collaborative learning communities of programme
participants and tutors and you will become part of that community of learning. Your understanding is
developed around the key skills, processes and practices of marketing. Solutions to real problems are
1
The standard period of study will apply unless otherwise stated
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suggested, discussed and analysed within the learning community with the support of tutors and fellow
learners.
The York Business School MSc Marketing brings together relevant contemporary academic theory and
research with practical understanding of activities within organisations. This will be developed by enabling
you to share knowledge, relate this to theories developed from relevant research, and learning by practical
application. Through the development of an integrated and critically aware understanding of management
in the context of contemporary business and marketing issues, the programme involves you in a
demanding process of personal and professional development.
Special features of the programme include:
• Enables you to develop a sound understanding of the skills necessary to undertake a role in any
organisation
• Reflects the aspirations in the development of responsible and ethical managers
• Supports the development in the skills of marketing in order to operate effectively and competently
in an international context
• Assessment methods used to mirror organisational based activities
• Provides a supportive platform for critical reflection, through the application of academic theories to
your real work situations
• Participation in active and supportive forums drawing on practical expertise
• Excellent personal and academic support. You will be allocated an academic tutor to support you
throughout the programme
• Opportunity to gain work experience
Admissions criteria
You must meet the University’s general entry criteria for postgraduate study. In addition, you must have:
• A Bachelor’s degree or equivalent, achieved at Class 2:2 or above, from an approved university or
institution,
or
• Current or recent work experience (within the last two years) appropriate to enable you to contribute
to the programme.
If your first language is not English, you need to take an IELTS test or an equivalent qualification accepted
by the University (see https://www.yorksj.ac.uk/international/how-to-apply/english-language-requirements/).
If you do not have traditional qualifications, you may be eligible for entry on the basis of Recognition of prior
learning (RPL). We also consider applications for entry with advanced standing.
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Programme aim(s)
The overall aim of the programme is to develop your critical understanding and self-awareness of the
issues relating to marketing, centring on strategic marketing, brand management, consumer behaviour,
marketing communications and digital marketing, so that you may develop your own leadership skills and
knowledge and develop both your individual and organisational potential.
The programme aims to reflect the aspirations in the development of responsible and ethical managers,
supporting development in the skills of leadership in order to operate effectively and competently in an
international context.
You will be supported as you:
• Develop critical awareness and understanding of business generally and specifically
relating to marketing
• Develop the ability to connect theory with practice in creative and innovative ways and reflect upon
the learning involved as well as the outcomes
• Develop critical awareness and understanding of the role of managers within the context of
marketing, business sustainability, corporate social responsibility and ethics, helping you undertake
effective roles in business organisations as responsible managers
• Develop and enhance life-long learning skills and personal development in order to work with self-
direction and originality
Programme learning outcomes
Upon successful completion of the programme students will be able to:
Level 7
7.1 Demonstrate in-depth, specialist knowledge and mastery of techniques relevant to the study of
opportunities and challenges of marketing
7.2 Demonstrate an advanced and critical understanding of concepts, information and techniques
informed by knowledge at the forefront of the study of contemporary business and marketing issues
within the context of society
7.3 Demonstrate a systematic, integrated and critically aware understanding and mastery of techniques
relevant to the study of marketing
7.4 Critically reflect and evaluate management, leadership and team working skills and take a proactive,
independent and self-reflective role in working and developing professional relationships with other
7.5 Formulate a critical awareness of current issues in marketing informed by contemporary research
and practice
7.6 Demonstrate a deep knowledge and critical understanding of organisations, context and response to
changes in the global marketing and business environment
7.7 Extrapolate information critically and creatively utilising appropriate decision-making techniques in
order to extract meaning and understanding, solve problems, and identify and evaluate options in a
world of uncertainty and imperfect information
7.8 Design, conduct, analyse and disseminate an extended independent piece of research or business-
related project from inception to completion
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Programme structure
Full-time
Module status
compulsory non-
Credits
or optional compensatable or
Level
Term
to take compensatable
Code Title C or O NC or X
Researching Contemporary
MBB7001M1 7 1 or 2 15 C X
Business Issues
Perspectives on Sustainable
MBB7002M 7 1 15 C X
Business
MBM7001M 7 1 Marketing Communications 15 C X
MBM7002M 7 1 Strategic Marketing Planning 15 C X
MBB7003M1 7 1 or 2 Data Analytics and the Blockchain 15 C X
MBM7003M 7 2 The Psychology of Marketing 15 C X
MBM7004M 7 2 Digital and Interactive Marketing 15 C X
MBM7005M 7 2 Strategic Brand Management 15 C X
MBB7010M 7 2-3 Capstone Project 60 C NC
Part-time
Module status
Credits compulsory non-
or optional compensatable or
Level
Term
Year
to take compensatable
Code Title C or O NC or X
Researching Contemporary
MBB7001M1 7 1 1 or 2 15 C X
Business Issues
Perspectives on Sustainable
MBB7002M 7 2 1 15 C X
Business
MBM7001M 7 1 1 Marketing Communications 15 C X
MBM7002M 7 2 1 Strategic Marketing Planning 15 C X
MBB7003M1 7 1 1 or 2 Data Analytics and the Blockchain 15 C X
MBM7003M 7 1 2 The Psychology of Marketing 15 C X
MBM7004M 7 2 2 Digital and Interactive Marketing 15 C X
MBM7005M 7 2 2 Strategic Brand Management 15 C X
MBB7010M 7 2 2-3 Capstone Project 60 C NC
Full-time (with year in industry, 2 years)
Module status
compulsory non-
Credits
or optional compensatable or
Level
Term
Year
to take compensatable
Code Title C or O NC or X
Researching Contemporary
MBB7001M1 7 1 1 or 2 15 C X
Business Issues
Perspectives on Sustainable
MBB7002M 7 1 1 15 C X
Business
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MBM7001M 7 1 1 Marketing Communications 15 C X
MBM7002M 7 1 1 Strategic Marketing Planning 15 C X
MBB7003M1 7 1 1 or 2 Data Analytics and the Blockchain 15 C X
MBM7003M 7 1 2 The Psychology of Marketing 15 C X
MBM7004M 7 1 2 Digital and Interactive Marketing 15 C X
MBM7005M 7 1 2 Strategic Brand Management 15 C X
1-
MBB7011M 7 1-3 Business Consultancy Project 60 C NC
2
1
MBB7001M should be taken prior to MBB7003M. This applies to both September and January starters, full time and
part time
Learning, teaching and assessment
A key part of the philosophy of the programme is that by bringing together relevant academic theory and
practical experience, you can enhance your deep understanding of these elements, and develop yourself
as an individual and as a leader.
All modules are delivered utilising a range of teaching, learning and assessment strategies including
lectures, seminars, tutorials, workshops and global café style learning activities. Each module has a Virtual
Learning Environment (VLE) where you and other master’s level students will be encouraged to be involved
with online debate and collaborative approaches to learning.
Some participants may not have been engaged in formal education for some time, and may never have
studied social sciences at postgraduate level: support with study skills, conventions
of academic analysis and writing will be available for you from the start of the programme module and will
continue throughout your studies.
All modules are assessed through a programme of work undertaken whilst studying for the award. A range
of assessment tools are used including presentations, critical essays, portfolios and reflective journals and
case study work. Each module tutor will provide opportunities for formative assessment feedback to inform
your work prior to submission.
You will receive detailed feedback on assessment to help you develop and continuously improve your
performance whilst on the programme. Advice will be provided in relation to development, further areas for
research and guidance on how to enhance your subject knowledge.
You will receive the opportunity for study support including academic writing and research skills to enhance
employability and career development in the field of business management.
Placement year
The industrial placement is designed to address the demands of the business management profession and
give you a competitive edge when it comes to your career. The work placement will provide opportunities to
apply knowledge and skills learnt in the taught modules, enhance communication and interpersonal skills
and improve employment potential. The placement component is for an academic year in duration, which
starts after you have successfully completed the taught modules. During your placement, you will also work
towards and complete your Business Consultancy Project.
It is ultimately the student’s responsibility to secure their placement. The University will offer guidance and
support and recommend students to many of our partners that have expressed strong support and interest
in the programme.
If you are an international student on a Tier 4 visa, your CAS will have a course duration of two years,
subject to your meeting the UKVI’s standard requirements.
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During the placement period, you undertake an internship within a partner organisation and complete the
Business Consultancy Project. The placement year is only available to those students studying towards the
award on a full-time basis.
Progression and graduation requirements
The University’s general regulations for postgraduate awards apply to this programme.
Any modules that must be passed for progression or award are indicated in the Programme Structure
section as non-compensatable.
Internal and external reference points
This programme specification was formulated with reference to:
• University mission and values
• University 2026 Strategy
• QAA subject benchmark statements
• Frameworks for Higher Education Qualifications
• York St John University General Regulations for Postgraduate Awards
• QAA Master’s degree characteristics (September 2015)
• Principles for Responsible Management Education (Prime): Inspirational Guide for the
Implementation of Prime
Date written / revised: June 2019
Programme originally approved: June 2019
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