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Marketing (MMarketing)

Marketing at Durham University is both varied and dynamic. Our programmes adopt an interdisciplinary approach to the subject - drawing on knowledge from many other fields such as psychology, sociology, anthropology, philosophy and economics. The functional aspects of the subject – strategy, consumer behaviour, branding, market research and communications are central to the programme, with opportunities to develop specialisms in areas such as international marketing and social marketing. In addition, we ensure that Marketing students develop a foundational knowledge in management and business practice through the study of people and organisations, accounting, decision-making, the business environment and international management.

The M Marketing programme is designed for students who are inquisitive and wish to learn more by investigating and researching – particularly through conducting their own extended projects. As such these skills are developed throughout the course, culminating in the final year with a research thesis carried out as a member of one of the Marketing Department’s Research Groups. We believe that students who graduate from our M Marketing programme will have a strong foundation to become the next generation of strategic managers or marketing academics.

Students are encouraged not only to develop their academic skills in marketing, but also their practical and research skills through work internships and placements, volunteering projects, student competitions and attendance at the Department’s research seminar series.

Year One

This year aims to develop a foundation of knowledge and skills in management. As such, students not only study the principles of marketing, but develop competencies in research, analysis and investigation, and well as achieving a foundational knowledge in the functions of business at both an environmental and organisational level.

Modules studied are:

  1. Analysis, Research and Business Skills I  
  2. The Changing World of Business 
  3. People, Management and Organisations  
  4. Marketing Principles  
  5. Business Accounting and Finance
  6. Introduction to Business Decision Making

Note: This year is taught together with the Business and Management degrees and it is possible to switch between programmes upon successful completion of the year.

Year 2

This year aims to develop students’ functional knowledge of marketing. As such the core subjects of brand management, communications, the psychology of marketing and market research are included, as well as international management. Successful completion of this year will mean that students are well placed to either enter join a marketing organisation for a placement year, or further develop their specialist knowledge through the final year dissertation project. Modules studied are:

  1. Strategic Brand Management
  2. Integrated Marketing Communications
  3. Marketing Psychology
  4. Market Research and Methods
  5. Managing in a Global Environment
  6. Choice of one module from:
    a. Information Systems
    b. Operations Management
    c. Introduction to Entrepreneurship
    d. Language module (subject to approval)

Note:

  • At this stage, subject to approval, students may have the opportunity to extend their course by a year by completing a year’s work placement or study abroad on an international exchange.
  • It is also possible to transfer onto the 3-year BA Marketing course (subject to approval).

Year 3

Central to this year is the Dissertation. This allows students to conduct an extended, independent research project on a Marketing topic of their own choosing, under the close supervision of an academic member of staff. In addition, specialist marketing modules in strategy, international marketing and social marketing campaigns further deepen students’ knowledge.

Modules studied are:

  1. Dissertation in Marketing (double module)
  2. Marketing Strategy
  3. Global Marketing
  4. Social Marketing
  5. Contemporary issues in Management 

Year 4

This programme offers a rare opportunity to achieve an integrated Masters’ level award which is research-based. Students build on the knowledge and skills built in previous years and complete an investigative research project which is completed as a member of one of the Marketing Department’s Research Groups.

During the Masters’ year students will work on a major research project which will constitute the significant majority of the year. Each year the research groups put forward projects which are closely linked to staff interests and research. Students apply to be considered for the projects which most interest them. Upon allocation of a project, students work as part of the research group under the supervision of a specialist academic supervisor. A highlight of the Masters year is the Annual Research Conference, with the best work published in Durham University Business School's web-based journal. To support the research project and build a broad base of academic theory in marketing, all students will also take a core module in marketing theory.

The Marketing Department at Durham represents a wide variety of perspectives on the field of marketing. Research explores how the different stakeholders involved in marketing exchanges make sense of their worlds and act within these worlds. This incorporates subjects such as the management and practice of marketing and consumer culture; as well as engagement with individual consumers and organisational customers, plus other institutions. Members of the Department adopt both the widely accepted managerial perspectives on marketing alongside a more critical stance, drawing upon more sociological perspectives. Approaches from both quantitative statistically-driven and qualitative, interpretivist methodological traditions are used. The Department is an international group of scholars, who pride themselves on an enthusiast approach to both research and teaching.