University of Leicester

What you'll study

The programme balances core marketing theory with practical skills for contemporary marketing practice. You will study modules that typically include strategic marketing, consumer behaviour, marketing research methods, digital marketing and branding, plus marketing analytics and international marketing. Teaching mixes lectures, seminars, case studies and workshops to develop analytical and creative capabilities.

Assessment is by a combination of coursework, case reports, group projects, presentations and examinations. The programme culminates in an independent dissertation or an applied consulting project that allows you to investigate a marketing problem in depth or work with an organisation to apply your learning.

• Strategic Marketing – frameworks for market analysis, positioning and value creation.
• Consumer Behaviour – psychological and sociological approaches to understanding buyers and audiences.
• Marketing Research and Analytics – quantitative and qualitative methods, data analysis, and use of marketing metrics.
• Digital Marketing – social media strategy, search and content marketing, and digital campaign planning.
• Brand Management – brand equity, communication strategy and reputation management.
• International and Services Marketing – adapting marketing strategies across markets and service contexts.
• Dissertation or Applied Project – a substantial piece of original research or a consultancy-style project with an external client.

Entry requirements

Applicants are normally expected to hold a good honours degree (UK 2:1 or equivalent) in marketing, business, economics or a related discipline. Applicants with a lower-class degree but relevant work experience in marketing or communications may be considered on an individual basis. All candidates must demonstrate an appropriate level of numeracy and analytical ability.

International applicants whose first language is not English will need to show a recognised English language qualification at the level typically required for postgraduate study; alternative evidence of English proficiency and relevant experience may also be acceptable. Additional requirements such as references and a personal statement outlining motivation and experience are usually requested as part of the application.

Career prospects

Graduates go on to a wide range of roles across agency and in-house marketing teams, including positions such as marketing manager, brand manager, digital marketing specialist, market researcher, customer insight analyst, and account manager. The programme’s combination of theory and applied skills is also suited to those pursuing careers in marketing consultancy, product management, or business development.

Alumni have moved into roles in sectors such as retail, FMCG, technology, financial services and the public sector. The course also provides a solid foundation for further academic study or professional marketing qualifications.

Why study at University of Leicester

The University of Leicester offers a research-active business school with staff who combine academic expertise in marketing and consumer research with industry experience. Teaching emphasises contemporary practice and employability, supported by practical workshops, case-based learning and guest lectures from marketing professionals.

Students benefit from dedicated support services including careers guidance, skills workshops and opportunities to network with local and national employers. The university’s location provides good access to regional business hubs and internship possibilities, while Leicester’s diverse community offers a rich environment for studying consumer and cultural influences on marketing.