1:29 MSc Marketing Strategy and Innovation at Bayes

Prepare for a global marketing career with an MSc Marketing Strategy and Innovation from Bayes Business School (formerly Cass). Recent graduate Ying Liu shares her experience of the master's degree.


Who is it for?

Some people equate marketing with advertising. You know that marketing is a multi-faceted business process involving creativity and innovation alongside analytical and strategic skills. The MSc Marketing, Strategy and Innovation course is perfect for you if you have an appreciation of marketing. Now you want to make it your career or find out how to take your business to the next level.

The strategic marketing master's course is specifically designed for you if you have little or no previous work or study experience of marketing. It will qualify you for your first professional marketing position, even if you studied fine arts, medicine, business or physics. All you need is an upper second class degree or its equivalent.

If you already have advanced marketing knowledge, please take a look at our other MSc courses or our MBA programmes.

Xueying Gigi Wang The MSc in Marketing Strategy and Innovation offers a very structured and smart curriculum that emphasises complex marketing and modern trends such as digital transformation as well as human value. Don't doubt whether what you learn is useful, believe me it will be!

Xueying Gigi Wang


Our master’s in Marketing Strategy and Innovation gives you a sound understanding of the principles and state-of-the-art practices of marketing. This postgraduate degree aims to equip you with rigorous theoretical and practical knowledge of professional marketing practice, the quantitative and qualitative analytical skills required to make complex marketing decisions, soft skills to influence people and organisations such as team-working, communications and leadership.

Explore how to innovate and create a buzz about new launches. Gain the latest knowledge on customer analysis, advertising, digital and social media marketing, fashion brand management, storytelling, sponsorship and other current topics. Through subjects including ethics and corporate social responsibility, reflect on the impact of your own work and that of the industry.

You’ll learn through interactive classes, case discussions, lectures from leading marketers and hands-on projects, including working with local start-ups, developing and pitching a business idea, and connecting with some of London’s finest senior marketers.

This marketing degree aims to equipping you with the most rigorous theoretical and practical knowledge of professional marketing practice, with the quantitative and qualitative analytical skills required to make complex marketing decisions, and with the soft skills to influence people and organisations through creativity, persistence, team-working, communication skills, leadership, and initiative.

Chat to one of our MSc in Marketing Strategy & Innovation students now and have them answer your questions on everything from application to student life.

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The degree is aimed at equipping you with the most rigorous theoretical and practical knowledge on professional marketing practice, with the quantitative and qualitative analytical skills required to make complex marketing decisions, and with the soft skills to influence people and organisations through creativity, persistence, team-working, communication skills, leadership, and initiative.

Marketing is a fast-moving field. Therefore, each module is constantly updated to include the latest digital and analogue technologies (some of them developed by our very own lecturers) which enables you to devise path-breaking products and persuasive communication strategies in fast-changing social environments.

What will you learn

  • Turn your curiosity about marketing and innovation into a new career, with no previous experience or study needed.
  • Learn from leading marketing practitioners and academics who bring their experience of business strategy and marketing to the classroom.
  • Make the most of Bayes London location, with close links to many start-ups and the opportunity to meet leading marketers from top brands such as Visa, Unilever and Interbrand.
  • Apply your learning in a strategy simulation game, a business pitch to a jury of London marketers and investors, and a launch marketing plan for a London start-up.
  • In term 3, choose from a business research project or electives, including international options, to tailor the programme to your ambitions.

Induction weeks

This MSc course starts with two compulsory induction weeks where you will get to know your new classmates and lecturers, learn how to collaborate effectively in multicultural teams, refresh your computer skills, meet Bayes’ careers services, and attend a careers fair.

Assessment methods

Students will be assessed through a range of different methods. Most courses have both an exam and a coursework assessment component.

Students conduct the course work with study groups. Group members learn from assessing each other through peer assessment, mirroring evaluation mechanisms in organisations.

Term dates

Term dates 2023/24

  • Induction: 11th September 2023 - 22nd September 2023
  • Term one: 25th September 2023 - 8th December 2023
  • Term one exams: 8th January 2024 - 19th January 2024
  • Term two: 22nd January 2024 - 5th April 2024
  • Term two exams: 22nd April 2024 - 3rd May 2024
  • Term three - international electives: 6th May 2024 - 17th May 2024
  • Term three: 20th May 2024 - 5th July 2024
  • Term three exams: 8th July 2024 - 19th July 2024
  • Resits: 12th August 2024 - 23rd August 2024
  • Additional resit week - tests only: 26th August 2024 - 30th August 2024.


Course timetables are normally available from July and can be accessed from our timetabling pages. These pages also provide timetables for the current academic year, though this information should be viewed as indicative and details may vary from year to year.

View academic timetables (add timetable and search for your programme)

Please note that all academic timetables are subject to change.

Teaching staff

Course Director

Course director profile

Dr Marius Luedicke

Academic expert working at Bayes Business School

The teaching staff on the MSc in Marketing Strategy and Innovation programme are leading researchers in their fields who create new knowledge and tools for ever more effective marketing. Many academics also look back at years of practical industry experience. Most courses are also enriched through guest lectures of leading London marketers, some of which have contributed to running the world’s most iconic brands.

In the highly interactive lectures of the Bayes MSc in Marketing, Strategy & Innovation programme you will tap into this wealth of knowledge and experience, and thus build your own skill as a marketer.

Module Leaders include:

  • Dr Marius Luedicke - Cultural branding expert who studies cultural tensions in consumer society and advises managers on how to turn these tensions into branding opportunities.
  • Professor Fleura Bardhi- Researches consumer behaviour and culture from a sociological perspective. Expert in the sharing economy, travel and mobilities, digital consumption, global brands and consumers.
  • Dr Daniela Cristian - Explores hedonic experiences, particularly their behavioural consequences, as well as consumer decision-making and prosocial behaviour.
  • Dr Sabrina Gottschalk- Studies consumer-to-consumer interaction, in particular online and offline word-of-mouth, from a consumer behaviour perspective.
  • Dr Jay Jung- Studies what determines the reaction of capital market participants, such as investors and equity analysts, to accounting and financial information contained in corporate disclosures.
  • Dr Irene Scopelliti- Studies causes and consequences of decision making mistakes.
  • Dr Janina Steinmetz- Examines the social aspects of consumer motivation, self-control, and impression management by using experiments and field studies.
  • Dr Ruben van Werven - Interested in entrepreneurship, both in startup and corporate environments.
  • Dr Wanqing Zhang - Specialises in decision choice modeling and conducts empirical marketing research in the area of new product introduction, mobile and digital marketing, social media, big data and service marketing.
  • Dr Joyce Jingshi Liu - Studies antecedents and consequences of consumers’ interaction with products, particularly how these interactions relate to consumers’ self-concept, self-control, and wellbeing.
  • Dr Aleksandrina Atanasova - Studies subcultures and brand communities in the global marketplace, with a focus on status signaling, symbolic consumption, digital consumption and the sharing economy.

Guest lecturers

Marketing is a fast moving field. Therefore, the skills and knowledge that you will acquire on the MSc in Marketing Strategy and Innovation course are continuously updated to include the latest theoretical developments (some of them authored by our very own lecturers) and the newest practical developments.

Regular guest speakers in the program include:

  • Jon Goldstone - A former Marketing VP at PepsiCo and Unilever who now works as a global brand consultant at the brandgym. Expert in brand strategy, campaign development and innovation.
  • Simon Callender - Creative Planning Director at the customer experience agency Initials, London. Expert in finding, and bringing to live, the relevant insight and "magic” that let brands thrive.
  • Michael Rocha - Global Director Brand, Business Valuation at Interbrand, London. Expert in brand valuation and brand growth strategies.


How to apply

Apply for MSc Marketing, Strategy and Innovation

Documents required for decision-making

  • Transcript/interim transcript
  • Grading system used by your university
  • Current module list if still studying
  • CV
  • Personal statement - this should be around 500 words in length and answer the following:
    • Why have you selected this course? What are your motivating factors?
    • What are your areas of interest within the course?
    • What contributions do you feel you can make to the course?
    • How do you see the course affecting your career plans?

Documents which may follow at a later date

  • English language test result if applicable
  • Two references, one of which MUST be an academic reference
  • For a successful application to receive an unconditional status, all award documents must be verified, and should be provided to the relevant Admissions Officer via one of the methods stated in your offer.

We cannot comment on individual eligibility before you apply and we can only process your application once it is fully complete, with all requested information received.

Individual Appointments

If you would like to arrange an individual appointment to discuss the application process and be given a tour of the facilities, please complete this form.

Please note - these are subject to availability.

Terms and conditions

Students applying to study at Bayes Business School are subject to City, University of London's terms and conditions.

Entry requirements

  • A UK upper second class degree or above, or the equivalent from an overseas institution.
  • We accept applications from all academic backgrounds
  • Work experience is not a requirement of this course.


We do not require a GMAT or GRE for this course but if you have already taken the test we would advise you to upload a copy of your result to your online application form.

Candidate profile

  • This course is designed as a conversion course for students with little or no marketing education and experience
  • If you have studied some marketing a while ago, or have worked in a junior marketing position, taking this course will help you move ahead.
  • If you have specialised in marketing during your Undergrad studies, you are welcome to study this degree, but please be aware that some contents may look familiar.
  • If you have worked in strategic marketing positions for more than three years, please take a look at our MBA programme, which will be more suitable.
  • The MSc in Marketing Strategy & Innovation is not a highly quantitative course as it is open to graduates from a variety of disciplines, but it still teaches some maths and statistics.


Applicants selected by the Admissions Panel may be invited to an online interview. We will contact all selected applicants with full instructions after the Admissions Panel has made an initial assessment of your application.

We strongly advise you to provide us with your own personal email address when applying to avoid missing interview deadlines.

English language requirements

If you have been studying in the UK for the last three years it is unlikely that you will have to take an English language test.

If you have studied in the UK at degree level for less than three years (e.g. 3+1, 2+1, 2+2, etc.) you will be required to provide the results of an approved English language test and possibly resit the test to meet our academic entry requirements.

Full list of approved English language tests/qualifications and minimum requirements.


UK/EU/International £28,800 Tuition fees are subject to annual change

Fees in each subsequent year of study (where applicable) will be subject to an annual increase of 2%. We will confirm any change to the annual tuition fee to you in writing prior to you commencing each subsequent year of study (where applicable).

Deposit: £2,000 (usually paid within 1 month of receiving offer and non-refundable unless conditions of offer are not met)

First installment: Half fees less deposit (payable during on-line registration which should be completed at least 5 days before the start of the induction period)
Second installment: Half fees (paid in January following start of course)

Information about Scholarships

Career pathways

Your MSc prepares you to enter the world of marketing as an excellent marketer and responsible leader. You can expect to work as a marketing manager, campaigns manager or consultant, or find roles in business strategy, SEO consulting or influencer marketing. You may wish to start your own business, or return to innovate and expand in your existing business.

You’ll be supported from the start by our careers team, with workshops, careers fairs, networking events and individual advice on your career goals and interview skills.

Class profile

Recent graduates have secured positions in companies including:

  • Global Loyalty Executive - E-commerceHarvey Nichols
  • Marketing Specialist - Amazon Business
  • Marketing Team Leader - Monster Energy
  • Graduate E-commerce Executive - Trading and Marketing - The Hut Group
  • Business Development Manager - FBNX Region - Mintel

Previous graduates have gone on to work in agencies for marketing, advertising and digital, media & engertainment and financial services. Working across the UK, EU and Asia.

(Data provided from alumni who completed the annual destination data survey for 2020/21 and 2019/20).

Course information and statistics (2022/23 cohort)

average age of student body
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