Marketing Strategy and Innovation (MSc)

City, University of London

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The award

How long you will study
12 months

Domestic course fees
GBP 23000 per year

How you will study

Course starts

International course fees
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All study options

About Marketing Strategy and Innovation at City, University of London


What will you learn

  • Develop your understanding of up-to-date tools and tricks of leading marketing strategists, as well as of the newest emerging theories and approaches.
  • Directly apply what you have learned in class to real marketing problems.
    When you graduate you will be able to contribute right away to marketing practice in leading organisations.
  • You will also have the knowledge and skill to get audiences excited about your own start-up idea.

Integration Weeks

In the first two weeks at Cass, you will meet your new classmates, the marketing faculty, your course officer, and learn about the library, IT, and career services at Cass. You will also get special classes where you test your own personality, learn to collaborate and achieve targets in multi-cultural groups, solve case studies, present convincingly, conduct academic experiments, and use Microsoft Excel.

Term 1

  • Marketing Fundamentals

    The aim of this module is to provide you with a sound understanding of the principles of marketing. In a nutshell, understanding marketing comes down to understanding your customers.

    This module assumes no previous knowledge of marketing and will give you an overview of the basic marketing planning process including segmentation, branding, pricing, distribution, and promotion. These concepts are brought to life though interactive lectures and industry guest speakers.

  • Marketing Strategy and Practice

    The objective of the course is to enhance skills in strategic thinking in marketing and developing and presenting marketing plans. This will specifically require forming objectives, situation (SWOT) analysis, market research and forecasting, target market selection, market mix strategy formation, marketing tactics development, and control procedure formulation.  In addition, you will practically apply marketing theory. You will take part in a business simulation. In this simulated world, you and your team have been recruited as Marketing Managers for a division of a large diversified firm. Marketing strategy is your main area of responsibility, but you will also be concerned with financial matters, production planning, and R&D. You will have to integrate these various dimensions of business strategy into a long-term perspective in order to gain an edge on the competition. At the end, we can see how your decisions have affected your market share, your profitability, and your share price.

  • Creativity. Innovation. Design

    Since design thinking is the new mantra in organisations, this course equips you with the conceptual and practical skills to enhance opportunity spotting and problem solving through creativity techniques, innovation processes and design thinking. Design is all about making the product or service you deliver useful, usable, efficient, effective and desirable.

  • Essentials of Accounting and Finance

    Regardless of your eventual job title or function, a sound understanding of monetary flows and financials within an organisation is important. This module provides an overview of the core principles of financial reporting and managerial accounting. There will be an emphasis on how financial statements are compiled and how they should be interpreted. In addition, you will also get a flavour of key areas for consideration when making investment decisions.

  • Market Research

    This module introduces you to the techniques and processes of understanding markets and gaining consumer insights. The focus of this course will be on both quantitative, qualitative and interpretative approaches to studying markets and consumers and their value for innovations and marketing strategy.

    This module also provides methodological tools that are fundamental to craft and management of research projects based on empirical (quantitative or qualitative) data. You will learn about traditional quantitative methods, such as surveys and field experiments, and more qualitative approaches, such as ethnography, interviews, focus groups, etc. The aim is to enable you to evaluate and buy market research from clients, and be able to understand and use research output for solving marketing problems.

Term 2

  • Analytical Methods for Marketing

    This module introduces some principal quantitative methods for analysing data related to various aspects of running a business. In many instances, the application of quantitative methods may improve the quality of business decisions, by grounding those decisions in analyses of available data rather than the gut feelings or preferences of decision makers.

    The goal of the course is to familiarise students with the fundamentals Analytical Methods for answering marketing research questions. The module involves developing research questions, analyzing data and drawing inferences, with a view to making better marketing decisions. This module will introduce students to several key descriptive and inferential statistical methods and it provides a range of tools necessary to analyse data within the context of marketing-related questions.

  • Consumer Behaviour

    Via a series of lectures, case studies and in-class activities, you will be introduced to foundational psychological, sociological and cultural theories to understand behavior of individuals in the market. The goal to help you understand how to segment and target your market, and then, how to relate and foster a desirable behavior from your customers.

  • Brand Management and Communication

    When you work as a marketer, your "brand" will be the focal point of all your thoughts and actions. Why? Because the brand gives the entire organisation purpose and direction. The brand guides your product and pricing decisions, store designs, advertising narratives, and many other decisions. You may think of a brand as a particular kind of person that behaves in certain ways and with whom customers build certain types of relationships.

  • Digital Marketing and Social Media

    Typical digital marketing revolves around a drive to get more traffic, no matter what. Social media and viral marketing, search marketing, e-mail marketing (not spam), spam, banner ads, pay-per-click marketing—name the method, and 98 per cent of marketers use them as blunt instruments in a get-all-the-traffic-and-hope-for-the-best kind of way. Never mind whether that traffic represents truly qualified potential customers. Never mind the cost of driving useless traffic. Just keep them coming! Everyone—marketing professionals and scholars alike—is to blame for this. We have all said 'More traffic!' at least once in our careers. In traditional media—print, television, and such—it made sense to start off with this approach. But digital marketing is different, and much more powerful. It is a two-way street. That means that marketers can interact with users, and select traffic rather than accumulate it. That is what this course is about.

Term 3

All students complete two core modules (Product Innovation Management and Business Sustainability) in term three.

  • Product Innovation Management

    This course teaches you how to continuously develop new and improved products in order to lead the market. Because product development is a risky business and most new products fail, you will learn how to continuously innovate and manage product development processes.

    Through the use of practical exercise you will gain an understanding of effective ways to come up new product ideas, to test market reactions to these ideas, and the strategies to take them to market. Whilst not guaranteeing success, this course will help you minimise the chances of failure in your future product development activities.

  • Business Sustainability

    You will learn about the complex social, ethical and environmental responsibilities of business organisations toward a range of stakeholders and explore these responsibilities from both the internal process perspective and the external consumer/society perspective. You will also examine the challenges and requirements of building sustainable products and sustainable supply-chains across a wide range of contexts with a focus on the practical application to real-world business situations.

You can then choose to take either a Business Research Project or three electives.

  • Business Research Project

    The Business Research Project offers an opportunity to develop your expertise and become an expert on a marketing topic of your choice. You can, for example, conduct an independent academic research study in the subject field of your supervising Professor (e.g. running a consumer psychology experiment, collecting interview data for a consumer culture study, running a survey study on a marketing management topic). This is the best route if you are playing with the idea of becoming an academic, but also if your goal is to work with data.

    You can also develop a marketing research study with a company that faces a practical marketing problem. Our alumni office can help you open doors to get you in touch with a company to collaborate with. You can use this format to build relationships with an organisation you might want to work for. It gets you a foot in the door and can lead to permanent employment once you have completed the MSc.

Examples of electives that ran last year:

  • International Sponsorship and Public Relations
  • Fashion Brand Management
  • New Market Creation
  • Storytelling for Business
  • International electives in Argentina and Germany

Marketing is a fast moving field. Therefore, the skills and knowledge that you will acquire on the MSc in Marketing Strategy and Innovation course are continuously updated to include the latest theoretical developments (some of them authored by our very own lecturers) and the newest practical developments.

Assessment methodsTerm datesAssessment methods

Assessment methods

Students will be assessed through a range of different methods. Most courses have both an exam and a coursework assessment component. Students conduct the course work with study groups. Group members learn from assessing each other through peer assessment, mirroring evaluation mechanisms in organisations.

Term dates

Term dates

Term dates 2018/19

In-Person ID-Checks (all students must attend): Commences 17 September 2018

Compulsory Induction: 18 - 29 September 2018

Term I
1 October 2018 - 7 December 2018
Term I exams
7 January 2019 - 18 January 2019

Term II
21 January 2019 - 29 March 2019
Term II exams
22 April 2019 - 3 May 2019

Term III
6 May 2019 - 28 June 2019
Term III exams
1 July 2019 - 12 July 2019

Resit period
Students who are required to resit an examination or invigilated test  will do so in the period:
12 - 30 August 2019

Submission deadline for Business Research Project or Applied Research Project 
1 September 2019

Official Course End Date
30 September 2019


How to apply

Documents required for decision-making

  • Transcript/interim transcript - you must supply an official transcript of your degree with your application, which includes modules from all years of your degree including those being studied in the final year. Failure to provide this will result in your application being withdrawn.
  • Current module list if still studying
  • CV
  • Personal statement - this should be around 500 words in length and answer the following:
    • Why have you selected this course? What are your motivating factors?
    • What are your areas of interest within the course?
    • What contributions do you feel you can make to the course?
    • How do you see the course affecting your career plans?

Documents which may follow at a later date

  • IELTS/PTE result
  • Two references, one of which MUST be an academic reference
  • Work experience is not a requirement of this course
  • For a successful application to receive an unconditional status all documents must be verified, so an original or certified copy of the degree transcript must be sent by post to Specialist Masters Programme Office, 106 Bunhill Row, London, EC1Y 8TZ, UK

We cannot comment on individual eligibility before you apply and we can only process your application once it is fully complete, with all requested information received.

Individual Appointments

If you would like to visit us to discuss your application please do arrange an individual appointment.

Entry requirementsEnglish language requirementsEntry requirements

Entry requirements

  • A UK upper second class degree or above, or the equivalent from an overseas institution.
  • We accept applications from all academic backgrounds


We do not require a GMAT or GRE for this course but if you have already taken the test we would advise you to upload a copy of your result to your online application form.

Candidate profile

  • This course is designed as a conversion course for students with little or no marketing education and experience
  • If you have studied some marketing a while ago, or have worked in a junior marketing position, taking this course will help you move ahead.
  • If you have specialised in marketing during your Undergrad studies, you are welcome to study this degree, but please be aware that some (if not most) contents may look familiar.
  • If you have worked in strategic marketing positions for more than three years, please take a look at our MBA marketing programme, which will be more suitable.
  • The MSc in Marketing Strategy & Innovation is not a highly quantitative course as it is open to graduates from a variety of disciplines, but it still teaches some maths and statistics. If you are unsure of your quantitative skills, please use the recommendations in the Course director's welcome letter to catch up on the basics.


Applicants selected by the Admissions panel will be invited to take an online interview. We will contact all selected applicants with full instructions after the Admissions Panel has made an initial assessment of your application.

We would strongly advise you to provide us with your own personal email address when applying to avoid missing interview deadlines and any important information sent from Admissions Team.

English language requirements

English language requirements

If you have been studying in the UK for the last three years it is unlikely that you will have to take the IELTS test

If you have studied a 2+2 degree with just two years in the UK you will be required to provide IELTS results and possibly to resit the tests to meet our requirements.

IELTS: The required IELTS level is an average of 7.0 with a minimum of 6.5 in all elements.

Pearson Academic: The required PTE score is at least 70.

If you have not taken IELTS/PTE tests, you can still apply for the course. If you were to receive an offer, this would always be conditional upon achieving the required IELTS/PTE score for admission.

Read more

Please note that due to changes in the UKVI's list of SELTs we are no longer able to accept TOEFL as evidence of English language for students who require a CAS as of April 2014.

Career pathways

We are committed to not only educate you as an excellent marketer, but also as a responsible leader.

This ethos pervades the MSc in Marketing Strategy and Innovation course. Exploring topics such as Corporate Social Responsibility, for example, gives you an 'outside in' perspective, enabling you to reflect on the wider social implications of youremployability of Cass students, the applicable vocational skills of the course and the support Cass students benefit from. marketing decisions and to adapt quickly to the tone and tempo of contemporary business. Typical Industries for graduates include:

  • Agency (Marketing, Advertising, Digital, Media)
  • Design/Luxury Goods
  • Fashion
  • Fast-Moving Consumer Goods (FMCG)
  • Hospitality
  • Media & Entertainment

Recent graduates have gone on to work for:

  • Brand Union
  • Cartier
  • Dunnhumby
  • Interbrand
  • GfK
  • Unruly Media
  • Hogarth/WPP
  • Leo Burnett
  • Mars
  • Nestle
  • Ogilvy&Mather
  • Procter & Gamble

Cass Business School has an illustrious reputation for providing fantastic employees. The wide variety of roles and industries are a further testament to the experience you will gain by studying the postgraduate Marketing course.

Study options for this course

Notes about fees for this course


£23,000 Tuition fees are subject to annual change

Fees in each subsequent year of study (where applicable) will be subject to an annual increase limited by the All Items Retail Prices Index. We will confirm any change to the annual tuition fee to you in writing prior to you commencing each subsequent year of study (where applicable).

Deposit: £2,000 (paid within 1 month of receiving offer and non-refundable unless conditions of offer are not met)

First installment: Half fees less deposit (payable during on-line registration which should be completed at least 5 days before the in-person ID–checks)
Second installment: Half fees (paid in January following start of course)

Entry requirements

Contact City, University of London to find course entry requirements.

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