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University of Glasgow: Marketing

Institution University of Glasgow View institution profile
Department Adam Smith Business School View department profile
Study type Taught


Combining marketing’s fundamentals with the latest digital trends, the University of Glasgow’s online Masters degree in Marketing is designed for tomorrow’s world. After grounding you in core marketing topics such as brand management, marketing management and marketing analytics & research, the programme offers optional courses in digital, retail, services and user experience (UX) marketing – subjects crucial for success in today’s digital, customer-centric environment. Bringing you up to date with the latest developments in the field, this online MSc offers contemporary research-led content, input from industry experts, and case studies, featuring everything from start-ups to well-known brands. This is delivered by our international faculty at the Adam Smith Business School.

The Adam Smith Business School is accredited by AACSB, AMBA and EQUIS, making this online Marketing qualification highly attractive to prospective employers.

The School is rated one of the top 100 business schools in Europe by the Financial Times in 2018.

  • The University of Glasgow is also currently ranked 33rd in the world for International Strategic Marketing (QS Rankings).
  • Whatever sector or context you’re working in, you will significantly enhance your value as an employee. You will develop the analytical and critical skills you need to make informed marketing decisions for your organisation.
  • To apply, previous marketing experience is not essential. What is more important is your ambition and a willingness to embrace new marketing ideas and challenges.
  • To help support your learning experience, the 100% online programme offers a mix of engaging learning styles such as video, discussion boards, interactive quizzes, recorded and live seminars, journals and ebooks. Please note that interaction in online environments is not usually in real time, but this may be experienced occasionally.
  • Through interactive online study you’ll be able to share ideas and create long-lasting networks with your fellow marketeers.


  • Year 1: 3 x 20 credit core courses


  • Year 1: 3 x 20 credit core courses
  • Year 2: 2 x 20 credit core courses and 2 x 10 credit optional courses


  • Year 1: 3 x 20 credit core courses
  • Year 2: 2 x 20 credit core courses and 2 x 10 credit optional courses
  • Year 3: 1 x 60 credit dissertation

After exploring core subjects such as marketing management, analytics and customer behaviour in year 1 and the beginning of year 2, you will select two (out of four) optional 10 credit courses in the second year.

Before graduating you will need to complete a dissertation, where you will need to draw on the concepts, theories and research you have learnt throughout the programme.

Throughout each course you will be assessed in a variety of ways, which could include essays, discussions, blogs, online presentations, interactive quizzes, assignments or group work. Details of these assignments are found in your induction.

The duration of this programme is 2.5 years to 6 years taken on a part-time basis. For details on full-time options, please speak to an admissions representative.

Year 1

PgCert, PgDip and MSc:


Year 2

PgDip and MSc:


Optional courses (select two of the below):


Year 3


Programme outcomes

  • Apply relevant theories and methodologies from across the marketing discipline to support your decisions.
  • Identify international market opportunities, preparing you for a career in a range of enterprises.
  • Evaluate marketing against other management functions such as finance and HR.
  • Combine marketing expertise with other management functions both inside and outside of a business.
  • Undertake international marketing in a dynamic, networked, international and culturally diverse economy.
  • Recognise and explain current theory and methodology of marketing to drive marketing decisions in organisations.
  • Apply marketing theory and methodology in an international and domestic context.
  • Identify market opportunities and identify threats within a range of business contexts.
  • Construct advanced marketing research activity.
  • Apply analytical skills in marketing and other business environments.
  • Deliver oral and written communication and design and deliver pitches.

Careers in this area are highly rewarding, both financially and creatively. In 2018, Glassdoor’s 25 Best Jobs in the UK list ranked marketing manager highest overall for job satisfaction, base salary and number of available roles.

Not only does an online masters degree in Marketing unlock careers, like marketing management and brand development, it offers the flexibility to specialise in particular areas or transition into a related field.

By exploring marketing theory through real world application, our online masters degree in marketing will enhance your career opportunities across multiple sectors, in both traditional and digital contexts.




University of Glasgow
Adam Smith Business School



The University of Glasgow’s Adam Smith Business School has the triple crown of accreditation and is accredited by AACSB, AMBA and EQUIS, evidence of our credibility and performance worldwide. In 2019, the School was also recognised by the Athena Swan Charter, achieving a Bronze Award for gender equality. In 2020, the Adam Smith Business School became an advanced signatory of the United Nations Principles of Responsible Management Education (PRME). This signals our commitment to promote sustainability and responsible management in our teaching, research and practice.

Founded in 1451, the University of Glasgow is …

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