Students looking at someone off camera listening

Online pre-study modules

Before the programme begins you will be expected to complete some online pre-study modules which are delivered through The Hub, Imperial College Business School’s virtual learning environment.

These modules will be available to students who have accepted an offer of admission from July onwards, and are designed to give you a basic knowledge of areas which will be covered by the programme throughout the academic year.

Accounting Primer

This module is designed to serve as preparation for the accounting topics you will typically encounter on your degree programme. Accounting is divided into two areas, financial accounting which involves preparing financial information for users external to the organisation and management accounting which involves preparing financial information for the users within the organisation. This module will look at both areas.

Data Analysis Primer

This module is designed to serve as preparation for the data analysis topics you will typically encounter on your degree programme.

Career Primer

Complete the first stage of your career journey whilst at the Business School: the careers pre-course work. This online module will take you through the process of identifying what career might be right for you and ensure you are best placed to start working with the careers team as soon as you start the programme.

Note: you will not be able to access Imperial College Business School Careers until you have completed this course.

Marketing Fundamentals

As a foundation for the MSc Strategic Marketing this module will review and appraise contemporary marketing / strategy digital literature and methods, in order to ensure that the cohort has a common understanding of marketing and digital fundamentals. You should complete this module before joining the programme in October.

Maths Primer

In this mathematics module, you will learn the fundamental business maths skills needed to succeed in your studies. These maths skills will also give you an edge in the workplace enabling you to apply greater analytical skill to your decision making.

Plagiarism Awareness

In this short module, we will explain the key academic issues relating to deliberate and accidental plagiarism including what it is, the different types of plagiarism and the notion of academic integrity, as well as providing advice on how to avoid plagiarism in your work. You are required to complete and pass the online plagiarism awareness test during the autumn term.

Study skills

These optional interactive courses provide practical advice on working in groups, delivering presentations, and time management. They contain videos of recent students describing their experiences of studying at the Business School, some of the challenges they faced, and suggestions on how to overcome these.

An English Language Development section is also available for non-native speakers of English who wish to practice their skills and develop subject-specific vocabulary. You can upload your writing for detailed feedback from a language tutor.

Core modules

The core modules build on previous experience while introducing new and challenging disciplines. Modules in the autumn term will give you a broad commercial understanding as a foundation for the focused study of marketing. Modules taken in the spring term will equip you with practical tools for the application of marketing strategies.

Brand Strategy

How do brands create value for customers and for the organisations that manage them? This module covers building, measuring and managing elements of the marketing mix to build brand equity.

Find out more about the Brand Strategy speaker series

Consumer Behaviour

When, why and how do people buy (or not buy) a product? When you stop to think about it, product decisions are made every day, some with or without much thought. Successful marketing leaders develop a core understanding of how their current and prospective customers are driven by psychological factors and react to marketing activities.

In this module, you will develop an in-depth understanding of consumer behaviour through the cutting-edge ideas that are gaining prominence in academia. You will apply these key concepts to develop and evaluate marketing strategies– to ultimately – predict and change consumer behaviour. Learn via case discussions, guest lectures, experimental demonstrations and projects.

Digital Marketing

Digital media and the Internet have had a huge impact on marketing practice in recent years, dramatically changing how marketers communicate and interact with consumers, as well as what consumers expect from their relationship with a company. As digital technologies continue to develop in terms of speed, availability and functionality, marketing strategies need to be integrated with digital and interactive tools and practices.

In this module, you will learn how to utilise the latest tools and technologies to identify new opportunities for strategic marketing and analyse online customer behaviour. Search optimisation, paid search, mobile marketing, social media, online advertising, email marketing and e-CRM– you will develop a firm grasp on all of these digital tools. Applying these skills to real examples, you will be able to integrate digital marketing into a communication and marketing plan and unlock a greater level of customer value.

Entrepreneurial Strategy

This module offers you the opportunity to apply, integrate, and extend your entire knowledge and skills gained from all previous modules by developing a detailed go-to-market strategy for a new offering (product and/or service) of your choice.

Finance and Pricing Strategy


This module deals with two key financial aspects: first, how to price products and services strategically, and second, understanding critical topics in financial management from a marketing point of view. The module will equip you with the pricing and financial skills required to become effective marketers and future business leaders, improve cross-functional role and communication skills, and maximise strategic influence within the firm.

Marketing Analytics

Today’s marketing is not just an art; it requires the use of data and quantitative approaches to support marketing strategies in rapidly changing offline and online environments. This module will equip you with the skills to evaluate marketing strategies by measuring effectiveness and profit generation. You will develop a complex understanding of how to derive insights from data using models and tools, including digital analytics tools for web and social media, and advertising and campaign metrics.

Taking a very hands-on approach with real datasets and cases, you will learn how best to apply these analytical techniques to effectively understand customer needs. The goal is not to be a statistician, but to equip you with analytical thinking and a set of applied quantitative marketing skills so that you are best prepared to succeed in the workplace.

Marketing Decision Making

This module is meant as a “capstone”. It will focus on the key strategic marketing issues facing organisations. Through this module, you will refresh and deepen your awareness of key marketing tenets, acquire an advanced knowledge of strategic marketing, develop analytical skills, be able to think critically about strategic marketing, and be able to make strategic decisions to deal with specific business situations.

Market Research

Market research is vital to making informed decisions and formulating effective marketing plans. This module examines problem formulation, research design, data collection, data analysis, and interpretation of market research results. You will gain the practical skills to design, analyse, interpret and critically evaluate market research studies. This is an important skill for an integrated marketing strategy – market research complements marketing analytics and big data analytics to help solve business problems.

Relationship Marketing

Relationship marketing recognises the long-term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages. This module explores the principles of relationship marketing and highlights cases of best practice.

Strategic Market Management

To excel your marketing career to a senior level, you need a clear understanding of the concepts needed to craft and execute strategy, along with sound knowledge of how to apply financial principles. This module will introduce you to key frameworks and real-world examples in strategy and finance, looking at a range of recent critical development in both fields.

Equipped with the skills to formulate and execute market-relevant and financially sound strategies for an organisation, you will be able to take an overall view of the organisation’s direction and the challenges which it faces. Case studies will help to sharpen your skills in identifying strategic and financial challenges for a range of different organisations, and to evaluate the options open to senior marketing managers in these contexts.

Strategic Project Management

This module introduces students to the critical role of marketing for successful strategic product management. It aims to develop a deep understanding of how marketing principles guide the management of product portfolios, the creation of new products and services, their launch into the market, and the management of the product life-cycle.

Imperial College Business School reserves the right to alter modules whenever they need to be amended or improved. Faculty may also change as and when required.

One of my favourite modules so far has been the Consumer Behaviour module. Taught by the always animated Professor Andreas Eisingerich, the excitement and passion he brought to each lecture made it hard to not share the same level of enthusiasm he expressed for storytelling-oriented marketing.
MSc Strategic Marketing 2021
Matthew Harris, MSc Strategic Marketing 2020-21