University of Buckingham, UK

MSc Strategic Marketing and Customer Experience Management

Course Overview

18 Months



March and September

In today’s global, digital world, effective strategic marketing puts customers and their needs at the heart of decision-making. This customer-centric orientation means that understanding and managing customer experience has taken on critical importance for firms. This leading-edge, managerially relevant course provides students with an in-depth understanding of strategic marketing and customer experience management in today’s service-focused culture.

The CEO of Mercedes Benz, USA has commented that “customer experience is the new marketing” (Gartner Research, 2015), and several studies reveal that improving customer experience is a top priority for firms (Forrester Research, 2017; Accenture, 2015; Lemon & Verhoef, 2016). Service is paramount for all firms, regardless of whether they deliver tangible goods or intangible services: customers consume service whether they are buying goods or services (Vargo & Lusch, 2004; 2008). The strategic marketing and customer experience management course reflects this reality.


By the end of the course, students will be able:

  • To enable students to develop an in-depth understanding of how firms can develop a customer-oriented approach, through marketing and customer experience management strategies, appropriate for today’s customer and service-focused environment.
  • To develop a critical understanding of concepts, tools, and techniques that can be applied in a customer and service- focused context.
  • To embed an understanding of the integrated principles of customer-centric strategic marketing planning, service marketing, and customer experience management.
  • To enrich understanding of strategic marketing with insights into the principles of service systems, digital and social media marketing, consumer behaviour, and managing people and service leadership.
  • To reflect critically on knowledge gained and on personal performance through the application of theory to practice.
  • To enable students to enter marketing/management positions and/or as preparation for further research in marketing/management disciplines.
  • To develop enduring skills and an appreciation that these skills can be enhanced and developed through life-long learning. Students will thus be equipped to contribute to work and society, whilst keeping pace with and adapting to change.

Career Prospects

This course is ideal for students who aim to pursue a career in strategic marketing and who are aspiring to grow in their careers by occupying leadership and managerial positions within the marketing department of their company. Students who successfully complete this course can pursue a career in digital marketing management, overall strategic marketing management and CRM management. Therefore students who desire to grow within the marketing department are encouraged to enrol on this course and further their studies in this area through the MSc Marketing Strategy and Customer Experience Management.

Awarding Body

University of Buckingham, UK


18 months

EQF/ MQF Level

7 – (European/ Malta Qualifications Framework)




Module Title ECTS
Digital and Social Media Marketing 7.5
Service Marketing and Customer Experience Management 7.5
Strategic Marketing Planning: Understanding Value & Building Strong Brands 15
Practical Research Methods 7.5
Understanding Consumer Behaviour 7.5
Service Systems- Fundamentals 7.5
Managing People and Service Leadership 7.5
Dissertation 30


Mode of study

Part-time, evening classes


Students’ knowledge will be assessed through various assessment methods.

Study Material

All students will have access to EBSCO, the world’s largest online library, Moodle for class notes and Turnitin for the upload of assignments. 

Entry to the course

A Bachelor’s degree or equivalent or/and relevant business experience. Applicants must also have an O-level in English at Grade 5, or better (or equivalent). International students whose English is not their first language will also need an IELTS score of 6.5 (with at least 6.0 in each component).

All of our Masters courses have a flexible entry process, and the Admissions Officer is happy to consider candidates from all backgrounds with slightly lower qualifications if they are able to demonstrate an alternative eligibility for the course. This may be in the form of relevant work experience, keen aptitude and a passion for the subject, or unlocked potential that you feel can be discovered through your studies at Global College Malta.

Applicants are encouraged to contact the Admissions Team on 21801252 to learn more about their eligibility for a course.


EU Fees: €10,500

International Fees: €10,500

Application Fee: €250

Registration Fee: €250

Administration Fee: €150

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