Marketing (MLitt) 2025 entry

For more details, including weekly contact hours, teaching methods and assessment, please see the module catalogue. The modules are examples from previous academic years and may be subject to change before you start your course.

• Compulsory

  • Contemporary Global Issues in Management: focuses on how various global trends impact upon economies, organisations and the practice of management, business and marketing within the context of responsible enterprise.
  • Consumer Behaviour: teaches you how to think systematically and critically about consumer behaviour, and develop the ability to identify and explain in a theoretically informed manner factors at individual, group, and environmental level that influence consumer behaviour, so that this knowledge can be applied to marketing within organisations.
  • Marketing Research and Consumer Insight: introduces the latest marketing research tools used by organisations to answer questions critical for marketing success. Equips you with the skills for employing qualitative and quantitative methods suitable for examining consumers’ needs and behaviours in diverse consumption contexts. Examines each stage of the research process from problem definition to research design, data collection and analysis, as well as eliciting consumer insights and co-creation to formulate marketing plans.
  • Marketing Strategy: examines how organisations create value propositions to target distinct customer segments at the strategic level. This module explores the management of both strategy and the organisation to build valuable customers and create stakeholder relationships, leading to lasting success. Focusing on the fundamental drivers of long-term prosperity and placing the firm’s capabilities at the service of customers and other stakeholders and not the other way around, the module demonstrates how organisations successfully deploy the 'outside-in' strategic framework.
  • Dialogue and Debate in Marketing (Masterclasses): invited guest speakers with experience in marketing and related disciplines explore key marketing topics such as globalisation, consumer trust, technology, social marketing and behaviour change, PR and branding in interactive ‘masterclass’ sessions in order to develop an understanding of the topics through the lens of the practitioner.

• Optional

  • Scenario Thinking and Strategy
  • Introduction to Entrepreneurship
  • International Marketing
  • Business Ethics
  • Leadership in Organisations
  • Strategic Innovation Management
  • Marketing and Society
  • Managing Non-Governmental Organisations
  • Financial Technology (FinTech)
  • Sustainable Finance
  • Financial Systems
  • Behavioural Finance
  • Risk Management
  • Corporate Governance

• Dissertation

  The final element of the MLitt is a 15,000-word dissertation. The dissertation is normally on a specific area of marketing. Students can develop a topic of their own which interests them and contributes to future career development and further study goals.

  You will be encouraged to consider a topic for the dissertation during Semester 1 and will submit your dissertation proposal early in Semester 2. The University of St Andrews Business School will review your proposal and assign a relevant dissertation supervisor on the basis of the proposal.

  To prepare you for the research required for your dissertation, you will attend a programme of weekly lectures as part of your Dissertation module. Dissertation projects may be group-based or completed individually (students are assessed individually regardless). You will undertake your research and write your dissertation over the summer, submitting in late August.