MSc Strategic Marketing & Customer Experience Management
Get equipped with the knowledge and skills required to undertake strategic marketing decisions and optimise customer experience.
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Course overview
Studying at Buckingham - Faculty of Business, Humanities and Social Sciences
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29 January 2025
FIND OUT MOREAbout the course
Our CIM-accredited postgraduate degree provides an unrivalled opportunity to explore, in depth, the excitement and challenges of delivering optimal customer experience. The focus on understanding customer experience and strategic marketing, combined with our interactive teaching style, creates a learning environment that cannot be found elsewhere.
This strategic marketing MSc is invaluable to anyone wishing to pursue a career in marketing. In today’s global and digital world, effective strategic marketing puts the customer and their needs at the centre of decision-making, and a clear focus on customer experience is a critical part of this.
This leading-edge programme is designed to be totally relevant to today’s organisations, exposing you to managerially relevant theory and practice, which will be of value in real-world business contexts. The programme will provide you with the knowledge, understanding and skills required to help firms address the marketing challenges that lie at the heart of their business. You will gain an in-depth understanding of how firms can develop compelling value propositions within the context of the strategic marketing planning process, and then how to deliver these value propositions across the customer journey, creating a positive customer experience.
In addition, the programme will enable you to examine the concept of service from many perspectives; you will explore service systems, service leadership, along with the critically important area of managing employees in a service-focused culture.
In a complex digital world where consumers increasingly expect seamless omnichannel experiences throughout their customer journeys, you will gain essential knowledge of consumer behaviour and digital and social media marketing.
Course Highlights
- In-depth overview of all aspects of customer experience management and strategic marketing.
- Opportunity to research any aspect of customer experience management that you are passionate about, so that your CV is tailored to your specialism of choice.
- Outside speakers from a wide range of relevant industries who provide up-to-date insight from professional practice.
- Small class sizes, rich in diversity of student work experience and cultural backgrounds, creating special friendships and professional networking.
- Passionate, thought-provoking teaching and learning enabled through a warm empathetic and collaborative environment.
- Supportive teaching staff, with an open-door policy where you are always welcome and your voice is heard.
Industry accreditations
Benefit from our CIM accreditation throughout your studies and beyond.
Chartered Institute of Marketing accreditation
Our degree is accredited by the Chartered Institute of Marketing (CIM), so that completing your degree at The University of Buckingham provides exemptions in the achievement of professional status as a Chartered Marketer (additional charges payable to the CIM apply). Throughout your studies, you also have the opportunity to gain student membership of the CIM, which provides a range of practitioner-based resources, such as webinars, online content and networking opportunities (additional charges payable to the CIM apply).
Course breakdown
It is possible to commence this course in September or January, as you prefer.
In either case, for the first two terms, you will study modules covering a wide-range of different perspectives of marketing and customer experience.
Consequently, when you reach your final two terms, you will be completing your dissertation on any area of your choice, where you can specialise in any topic you have covered throughout the programme. The programme is designed in such a way that all the modules you study prior to the dissertation means you are introduced to areas you may wish to specialise in.
Each term, students are usually expected to take three modules. Timetabling for modules varies each term. Some modules are taught in three-hour sessions per week for the nine-week term, whilst other modules are taught in blocks for five-hour sessions (full days) for 4-5 weeks.
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Teaching and assessment
We keep class sizes small so you won’t get lost in the crowd. You will be assigned a personal tutor to support you every step of the way, and our academic and student support teams will ensure you have the tools to success in your studies. We value the quality of your learning experience.
Teaching methods
Teaching for the MSc Strategic Marketing and Customer Experience Management is student focused. We do not deliver lectures, but facilitate engaging interactive sessions, which can take the form of workshops, seminars and discussion groups. On this programme, learning is centred on industry-best practice and considering ways in which this might be similar, or not, to theory. We use a range of learning activities, such as case studies, games, simulations, debates and real-life consultancy projects. Students are also encouraged to participate in flip-classroom teaching as it is often in explaining concepts to others, that students really learn. We facilitate group work, presentations and regular, participative discussions, encouraging students to become critical thinkers who can evaluate the limitations of theory, as well as appreciate the opportunities it provides.
We know that attendance contributes to higher achievement and grade outcomes. However, at Master’s level, there is also an expectation that you will be the curator of your own learning by allowing sufficient time outside of the classroom for independent reading and research. Students on this programme are expected to attend all timetabled classes and activities. On this programme, face-to-face teaching and interaction is integral to the success of its delivery and the experience of learning.
Assessment Methods
At The University of Buckingham, we are eager to provide diversity of assessment where possible. We have removed the exam component of most modules on this programme, and in-line with the Quality Assurance Agency (QAA), we recognise that group work is a necessary part of postgraduate learning. Our diverse student cohorts also naturally enhance opportunities for cross-cultural networking and personal growth when working with peers.
We regularly encourage students to undertake formal reflection of such learning experiences to optimise their professional development. Examples of recent innovative assessments include:
- Poster presentations
- Role plays
- Case studies
- Written marketing reports
- Marketing consultancy presentations
- Digital and social media marketing analysis.
Traditional assessments are also included so that you can develop your academic writing skills, such as literature reviews, essays and report writing. You will complete a dissertation in the final two terms of the programme.
We also encourage peer review so that you are able to cultivate skills in providing feedback, as well as receiving it. In your first term, there is also a mandatory opportunity to receive formative feedback for each of your modules, which can be particularly reassuring and helpful if you are returning to study after a break from studying.
After your course
After completing the MSc in Strategic Marketing and Customer Experience Management, you will be equipped to pursue various exciting career paths in many industries.
Your breadth of knowledge will be well-suited to a plethora of specialist brand and marketing roles, with viable opportunities in digital marketing, market research, and product management. Graduates can consider roles in consultancy firms, leveraging their expertise to advise businesses on marketing strategies and customer experience enhancement.
Additionally, you may choose to further your studies with a PhD or professional certifications. Building a professional network, attending industry conferences, and staying updated on marketing trends are crucial next steps for career advancement.
Here are just some of the career opportunities that could stem from studying on this degree:
Career opportunities
- Marketing Manager
- Customer Experience Specialist
- Brand Strategist
- Brand Manager
- Customer Service Manager.
Careers and Employability Support
Our courses strive to effectively combine academic challenge with the transferable skills that will stand you in good stead for future employment. The Buckingham tutorial teaching model means that our students are well prepared as they embark on their careers and future study.
Find out more about our Careers and Employability Service.
Further study
Several alumni of this programme have ignited a passion for research during their studies, and continued with academic study by undertaking doctoral research.
Further your expertise in your field of study with our doctorial degrees.
“Upon completing my postgraduate degree, I have undoubtedly obtained the necessary independent and research skills to embark on my professional journey. The extensive knowledge I have acquired through this advanced degree sets me apart from other candidates, giving me a distinct advantage.”
Eleanor, Postgraduate student
Entry requirements
For a list of course specific requirements, please see our typical offers below.
To see our full list of general university requirements including information for flexible entry, mature students and alternative qualifications, see our postgraduate entry requirements.
UK Offers
The standard entry requirements for this course are: 2:2 (Hons) degree (or equivalent) and/or relevant business experience.
International Offers
Find out about our requirements and see useful information for international applicants:
If you are uncertain whether you will be eligible to apply for this course, please contact our Admissions team.
Course fees
The fees for this course are:
| Start | Type | 1st Year | Total cost |
|---|---|---|---|
Month Year Full-time (2 Years) | UK | £00,000 | £00,000 |
| INT | £00,000 | £00,000 | |
Month Year Full-time (2 Years) | UK | £00,000 | £00,000 |
| INT | £00,000 | £00,000 |
The University reserves the right to increase course fees annually in line with inflation linked to the Retail Price Index (RPI). If the University intends to increase your course fees it will notify you via email of this as soon as reasonably practicable.
Course fees do not include additional costs such as books, equipment, writing up fees and other ancillary charges. Where applicable, these additional costs will be made clear.
Discounts
Students with an undergraduate degree from The University of Buckingham that plan to continue their studies with a postgraduate degree at Buckingham can benefit from a discount on their fees.
Postgraduates who have completed their Master’s at The University of Buckingham are eligible for a discount on tuition fees for selected Buckingham PhD programmes. Find out more about the Buckingham Postgraduate Discount.
CIM
If students want to gain exemptions from the Chartered Institute of Marketing (CIM), following completion of the programme, there are additional charges payable to CIM directly.
Bursaries and scholarships
We have bursaries and scholarships available for both home and international students at undergraduate and postgraduate level. These are awarded based on location, merit or financial need.
How to apply
We welcome applications in two different ways – directly via our online application form or through UCAS.
Apply direct
Apply online from this page as:
- The most flexible option.
- You can apply until shortly before the course starts.
- There are no application fees.
- Apply as an additional option to your UCAS courses.
You can apply directly through our website by clicking the ‘Apply now’ button below.
Apply via UCAS
Alternatively, if you do not wish to apply directly with us, you can apply via UCAS where you can easily make Buckingham one of your UCAS choices.
Do bear in mind that the application and decision deadline are set by UCAS and there is an application fee to UCAS.