Department of Marketing

About

The Department of Marketing is dedicated to exploring the intersection of academic theories and practical relevance in the field of marketing. By striving for excellence in research and true real-world impact, the department aims to contribute to the advancement of marketing knowledge and practice.

Academic staff within the department are made up of some of the most highly cited scholars in the field of marketing, who work on various editorial review boards, host major international research conferences and are active in pursuing both theoretical research and practical collaborations.

Study

MSc in Digital Marketing

Our MSc in Digital Marketing programme is theory and research driven. It seeks to develop the critical and analytical capabilities of the participants through rigorous academic study. The programme, recognising the importance of digital marketing in the business world, aims to provide you with knowledge of both strategic and tactical use of digital marketing. You will explore different aspects of digital marketing including digital consumer behaviour, digital marketing communications, analytics, branding, social media marketing, and neuromarketing among others.

Through your study, you will be able to appreciate different theoretical bases for marketing decisions and how current research is applicable to such decisions in a digital business environment while being mindful of social responsibility and sustainability.

MSc in International Marketing

Develop all the skills you’ll need for a career in international marketing. The MSc in International Marketing provides crucial insights into the industry – as well as the means to apply this knowledge to real scenarios.

Through computer simulation, exercises, experiments, and lectures you’ll learn how to think strategically and make critical decisions.

You’ll explore a wide range of subjects, including international marketing, marketing theory and practice, marketing strategy and planning, and consumer behaviour. You can also develop your own specialism by choosing optional modules in areas that interest you.

Executive MSc in Strategic Marketing

Looking to develop your marketing strategy skills and advance your career? Our Executive MSc in Strategic Marketing aims to enable professionals already working in marketing (or adjacent roles) to accelerate their careers and position themselves as future marketing leaders.

The course will enable you to develop the professional knowledge and marketing skills required to work effectively in this complex marketing environments, while also enhancing your ability to think strategically about critical issues and challenges that face marketers.

Research

Marketing is essential for crafting attractive market offerings, conveying value to target consumers, supplying consumers and capturing that value from consumers. The Department of Marketing’s research uncovers the theoretical boundaries of marketing and tests new ways of conceptualising the subject.

We’re interested in everything from consumer behaviour to marketing strategy.

Themes

Marketing innovation
Consumer culture theory
Responsible business

The department’s research is regularly published in highly ranked journals, such as the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Service Research, and more. Our researchers are highly cited internationally, and many members sit on the editorial review boards of highly prestigious journals.

Engagement

The Department of Marketing combines our world-class research to tackle the challenges facing our communities, at home and abroad. The department has close collaboration with a variety of international, national and local organisations and universities.

For example, postgraduate marketing students tackle real-world marketing challenges in London, with modules in e-services marketing, corporate sustainability and more, aimed at improving local communities and raising environmental awareness using the latest theoretical and practical marketing approaches.

Partners on these projects have included the London Wildlife Trust, the Bat Conservation Trust, King’s Culture, Mercato Metropolitano and the Crown Estates.

Many collaborative works have been created between the marketing academic staff and artists, aiming to solve one issue or another through the arts and marketing. Layers of Vision, a collaboration between Dr Katharina Husemann and several visually impaired artists, explores the experiences and perspectives of blind and partially sighted (BPS) artists and how we can make the arts more accessible.

Dr Anna Dubiel and Prokriti Mukherji worked with artist team Something & Son, on how we can reduce human-wildlife conflict in countries where subsistence farming is common, using a board game as a tool.

Sustainability is a major focus of impact work in the department, with work involving responsible consumption in fashion, King’s Business School accreditation with NUS’ Green Impact Awards, and the department’s researchers’ work on King’s Business School’s new Centre for Sustainable Business.