Strategic Marketing and Branding MSc
Management School,
Faculty of Social Sciences
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Start date
September 2027 -
Duration
1 year -
Attendance
Full-time
Explore this course:
Apply now for 2027 entry or register your interest to find out about postgraduate study and events at the University of Sheffield.
Course description
Why study this course?
- Global strategic branding
Master marketing at an organisational and international scale. Our course places emphasis on brand strategy, management, and value creation, preparing you to lead high-level corporate and global brand portfolios. Because branding operates on an international basis, so does our classroom. You will study alongside an international and diverse cohort, gaining the vital cross-cultural insights needed to navigate today’s interconnected global marketplace. - Theory and practice combined
Bridge the gap between academic insight and industry application. Through real-world case studies, applied assessments and internship opportunities, you will learn how to translate complex marketing theories into actionable business strategies. - Company-based dissertations
Put your learning into action with the opportunity to undertake a company-based dissertation. You will collaborate directly with an active organisation, solving a live business challenge while building your professional network. - Triple accredited
Sheffield University Management School is Triple Crown accredited (AMBA, EQUIS and AACSB), which is a global mark of excellence. Additionally, our course is strongly aligned with modern professional practice and carries Chartered Institute of Marketing (CIM) accreditation. You will graduate with a qualification that is highly respected and recognised by global employers. - Dedicated employability team
Based in the school, they support you to get placements and internships, work with industry to ensure you develop the most in-demand skills and support you with career planning and CV workshops.
This course is designed to take graduates from any discipline into careers in marketing and brand management. No prior marketing experience is required, as our course provides the core foundations and advanced skills needed for a successful career transition or development.
We don’t just teach the theory of marketing, the course focuses on helping you apply what you learn in a business setting.
In our Retail and Services Marketing module, you’ll work actively with a local Sheffield business on a live consultation challenge. You can also apply to do a company-based dissertation, working with an external organisation. Recent dissertation projects include a branding review for a large law firm and working with a local, environment-led SME to study consumer behaviour.
Accreditation
This course is also accredited by the Chartered Institute of Marketing (CIM).
Students who study with us are eligible to apply for CIM exemptions upon graduation from our programme. To achieve a CIM Certificate or Diploma in Professional Marketing/Professional Digital Marketing, further study is required via a CIM approved study centre.
You can find out more about CIM qualifications at CIM Accredited Degree and about studying for a CIM qualification on the support for members page.
Modules
Core modules
- Global Marketing
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Global marketing equips you with an understanding of international marketing activities and issues. In an increasingly interconnected landscape, where convergence and divergence can simultaneously be observed at both an intra-national and international level, this module explores how marketers can analyse country environments and strategically undertake marketing activities. The module prepares you for the challenges of global marketing and enables you to have sufficient knowledge to undertake international related work duties if needed in your careers.
15 credits - Marketing Management in the Digital Age
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In this module you will explore marketing management as both a practical business function and an academic discipline, with an emphasis on its relevance in the digital age. You will examine how organisations plan, develop, and coordinate marketing decisions—such as segmentation, targeting, positioning, and the marketing mix—to achieve strategic goals and competitive advantage. You will gain an in-depth understanding of marketing planning and strategy using tools adapted for digital contexts. With a problem-centred, hands-on approach, the module enables you to apply their knowledge to real-world marketing challenges shaped by digital transformation.
15 credits - Contemporary Marketing Practices
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Various marketing concepts and practices could be applied in different business contexts. This module will evaluate a range of issues relating to contemporary marketing practices and their relevance to business. In addition, the module will explore how marketing theories vary in different contexts and evaluate their impacts on the practices of marketing.
15 credits - Strategic Marketing Communications
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Strategic Marketing communications covers a dynamic and wide-ranging group of topics that are intended to build and maintain brand equity. These include advertising, sales promotions, public relations, sponsorship, direct marketing, personal selling, and packaging, and involve broader considerations such as ethics and global issues. Current thinking suggests that all communications should be integrated across the organisation; this module critically evaluates the concept of integrated marketing communications and analyses various aspects of strategic marketing communications. Theories of communication are explored using real examples from current marketing campaigns, and a select group from different areas of marketing offer an expert's view of the communications process.
15 credits - International Consumer Behaviour
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This unit is designed to provide students with the knowledge and awareness of the theory and practice of consumer behaviour. It explores various dimensions of consumer behaviour and investigates the implications of consumer behaviour for developing marketing strategy in changing environments.
15 credits - Retail and Services Marketing
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In this module, you will explore the application of marketing concepts and practices in retail and services settings. You will investigate how marketing theories are put into practice and assess how the current retail and services landscape shapes operations. The module also focuses on the importance of service quality, the role of technology and the Internet of Things, and the growing need to address sustainability and ethical challenges within these sectors.
15 credits - Marketing in Society
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This unit deals with the social context of marketing. It draws on a variety of issues engaging contemporary marketing practice and examines the implication of the the adoption of the marketing concept as one of the dominant business aproaches, as well as its widening use as a tool for framing and solving societal issues.
15 credits - Branding
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This module helps you understand and apply essential branding concepts and frameworks, emphasizing their critical role in shaping consumer perceptions and driving market strategies. You will critically analyse a range of brands and real-world branding practices, applying theoretical models and research to generate impactful insights. The module also focuses on the importance of evaluating the influence of technological advancements and sustainability on branding practices.
15 credits - Marketing Research
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You will gain an understanding on how to conduct research in marketing management and will evaluate the process and practices of marketing research through the use of different research designs and methods. You will also examine various types of analytical methods and develop different research skills through the this module.
15 credits - Project Dissertation
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This unit requires the student to research a topic appropriate to the field of management. The topic chosen by the student must receive approval from a supervisor. A dissertation written by the student should be delivered to the School at the conclusion of the study. The study, and the resulting dissertation, may take the form of an academic research or of a managerial problem-solving exercise. In either case, it requires the student to apply critical analysis and to set the issues within the context of appropriate management literature.
45 credits
The content of our courses is reviewed annually to make sure it's up-to-date and relevant. Individual modules are occasionally updated or withdrawn. This is in response to discoveries through our world-leading research; funding changes; professional accreditation requirements; student or employer feedback; outcomes of reviews; and variations in staff or student numbers. In the event of any change we will inform students and take reasonable steps to minimise disruption.
Open days
Interested in postgraduate taught study? Register your interest in studying at Sheffield or attend an online event throughout the year to find out what makes studying here special.
Teaching
- Lectures
- Seminars
- Case studies
- Group work for collaborative learning
- Web-based discussion groups
- Learn more about academics involved in the programme
Assessment
- Individual assignments
- Group projects
- Dissertation
Your career
This course covers all key areas of marketing, from communications and branding to buyer behaviour and marketing research - with an emphasis on practical application.
The practical experience, professional accreditations and global insights central to this programme opens pathways to diverse marketing roles worldwide. These themes will ensure you are equipped to excel in brand management, marketing communications and retail marketing consultancy, making you a standout candidate in competitive markets.
Possible career routes include:
- Marketing Manager/Executive
- Brand Manager
- Product Marketing Manager
- Digital Marketer
- Brand Strategist
- Business Development
- Market Research Analysts
- Consumer Insights Manager
- Advertising Account Manager
- Content Marketing Manager
- Social Media Manager
- Marketing Consultant
- Campaign Officer
- Communications Manager
Examples of organisations that have employed our graduates include:
- Amazon
- Breast Cancer Now
- Coca-Cola Icecek
- Ernst & Young
- Hisense
- L’Occitane
- Monster Energy Europe Limited
- NatWest Group
- Nestle
- Ubisoft UK
Our careers and employability teams are here to support you with any career related questions. You'll have access to career appointments, a wide range of workshops, and up-to-date resources to help you achieve your full potential.
School
Management School
We are a leading management school with Triple Crown accreditation (AACSB, AMBA and EQUIS). These awards have been achieved through the outstanding quality of our programmes, research output, support for students and alumni, and links with industry. We have a world-class reputation for high quality teaching, ground-breaking research and cutting-edge thinking.
You’ll be part of a dynamic and engaging management school that puts you and your future at the heart of everything it does. We balance a rigorous academic foundation with practical skills to ensure you are ready for the world of work.
We want you to develop skills so you can apply course content in a company setting. Our close links with organisations keep us in tune with the changing demands of the workplace. We know what employers are looking for.
You'll learn from experts - many are former industry professionals and they work closely with businesses. Because our academics are world-leading researchers, your education will draw on the most current management theories.
We want you to engage with the academic content, be conscientious and take an independent approach to study. We want you to be informed, innovative and proactive and do everything we can to support and enhance your career, steering you in the right direction with all the knowledge and skills you require.
You'll benefit from tailored on-site and online professional careers support, dedicated skills sessions and events with experts from world-leading organisations and professional bodies. These activities will help guide your personal and professional development to help you secure your dream placement, internship or graduate role.
Student profiles
I wanted to broaden my marketing knowledge and apply the knowledge to my future career
Shreya Sonthalia
Student,
Marketing Management Practice MSc (now Strategic Marketing and Branding MSc)
My time studying at the University of Sheffield gave me a useful foundation to build upon when entering the marketing industry
Christina Dymiotis
Postgraduate alumna,
Marketing Management Practice MSc (now Strategic Marketing and Branding MSc)
Entry requirements
Minimum 2:1 undergraduate honours degree in any subject.
English language requirements
IELTS 6.5 (with 6 in each component) or University equivalent
Other requirements
If you have any questions about entry requirements, please contact the school.
Fees and funding
Additional costs
The annual fee for your postgraduate taught course may not include the costs for all compulsory elements. There are also other costs which you may need to consider. These costs may increase due to price increases outside of the University’s control and if you defer entry or change course.
Examples of what's included and excluded in postgraduate taught fees
Save on your course fees
Scholarships for international students
We offer scholarship opportunities worth up to £7,000 for international students from selected regions with excellent academic results and potential.
Apply
You can apply now using our Postgraduate Online Application Form. It's a quick and easy process.
Contact
Any supervisors and research areas listed are indicative and may change before the start of the course.
Recognition of professional qualifications: from 1 January 2021, in order to have any UK professional qualifications recognised for work in an EU country across a number of regulated and other professions you need to apply to the host country for recognition. Read information from the UK government and the EU Regulated Professions Database.