Marketing Management

Marketing management is the discipline that takes marketing knowledge and applies it at a strategic and organisational level, asking not just how individual campaigns are executed but how marketing functions are structured, led and evaluated to achieve commercial objectives over time. It draws on consumer behaviour, brand strategy, digital and social media marketing, market research and communications, combining these with management thinking about how teams, budgets and processes are coordinated to deliver results.

At Edinburgh Napier University, this four-year full-time programme includes a year abroad, giving you a genuinely international dimension to your marketing education. The year abroad allows you to study marketing in a different cultural and economic environment, which is directly relevant to a discipline increasingly concerned with how brands and campaigns operate across different markets and consumer groups. You will engage with current marketing theory and practice throughout the programme, developing both the conceptual frameworks and the applied skills that the field requires.

You will study marketing strategy, consumer insights and behaviour, digital and integrated communications, marketing analytics, brand management and the principles of marketing leadership and management. The programme develops your ability to think strategically about marketing challenges, to work with data and to communicate ideas and recommendations clearly to different audiences.

Graduates go on to careers in marketing management, brand management, digital marketing, market research, communications, content strategy, product management and business development across a wide range of sectors. The combination of marketing expertise and management orientation means graduates are competitive for leadership-track roles from early in their careers. Further study in marketing, business or an MBA is available for those who want to develop their expertise or move into senior management.