Our MSc in International Marketing is designed to equip you with the knowledge & skills to progress to a range of marketing careers across different sectors.
You’ll build a solid foundation in core marketing principles through our range of core modules:
Marketing Theory & Practice – Build a foundation in the fundamental principles, concepts and practices of marketing, including understanding customer decision making, the need to segment customers, competition, innovation, pricing to capture value, place and promotion.
International Marketing – Discover the unique aspects of marketing in the international business environment and examine issues around today’s global market environment, cultural influences, market entry issues, segmentation & positioning.
Consumer Behaviour - Examine why individuals behave, think and feel the way they do and what this means for marketing products & services in both the business-to-consumer and business-to-business contexts.
Marketing Strategy & Planning – Learn how to develop marketing strategies and gain a critical understanding of how companies establish profitable & sustainable market positions and develop competitive advantages.
Research in Marketing – Learn the concepts & techniques used in marketing research and understand how research contributes to business decision making.
You’ll then have the chance to broaden your knowledge and skills through our selection of elective modules:
Business-to-Business Marketing – Develop an advanced knowledge of business marketing theories and recent developments in business marketing practice.
Marketing & Sustainability - Explore how ethics & sustainability influence marketers and affect consumer decision making & product strategies.
Digital Marketing – Learn how digital tools and technologies impact consumers & buyers, and how marketers can develop strategies to best use these tools and technologies in practice by working through complex business cases.
International Marketing Communications – Explore the theory & practice in advertising and promotional communication in an international context.
Brand Management – Understand how businesses build & sustain brands profitably and explore the requirements for managing a brand as a strategic asset for a company.
Marketing Analytics - Critically apply marketing analytics to solve marketing problems in a variety of marketing areas, including pricing, retailing, advertising, new product development, and digital marketing.
You’ll also undertake a 12,000 word Research Project (Dissertation), where you will conduct your own in-depth research and apply the knowledge & methods gained from studying our taught modules.
Develop all the skills you’ll need for a career in international marketing. We’ll provide 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.
Your dissertation will be the final test of your research skills. You’ll choose a subject and explore it in-depth, using all the knowledge you’ve gained throughout the course.
We use lectures, seminars and group tutorials to deliver most of the modules on the programme. You will also be expected to undertake a significant amount of independent study.
The primary method of assessment for this course is a combination of written examinations, coursework, individual or group projects, presentations, case studies and multiple-choice tests. For some modules you will be assessed on your participation and this includes attendance, and there may also be weekly tasks that are set on KEATS.
| Modules|| Lectures, seminars and feedback|| Self-study|
|Per 15-credit module
||10 to 11 three hour sessions which typically consist of a combination of lectures, case discussion and class activities; although there may be some variation in the precise format.
||Approximately 120-130 hours.
||Dissertation workshops and one-to-one supervision.
||Approximately 596 hours self-study
and project work.
Typically, one credit equates to 10 hours of work.
Assessment methods will depend on the modules selected. The primary methods of assessment for this course are written examinations, coursework, individual or group projects, presentations, case studies and multiple-choice tests.
For some modules you will be assessed on your participation, this includes attendance.