International Marketing Strategy MSc

Course Content

• Course Details

  Marketing is no longer just a business function, it is a way of doing business that places the consumer at the centre of organisational activity. Marketing is an essential component of organisational success not only in businesses, but also in the public sector and not-for-profit organisations.

  Whether you are actively seeking opportunities in other countries, or working with global influences in a home market, international marketing strategy affects us all. This course will enable you to develop the professional marketing skills and knowledge required to work effectively in this increasingly complex environment. Studying this course will also enhance your ability to think strategically about marketing issues and challenges.

  Our MSc International Marketing Strategy is made up of several modules that combine to provide you with a comprehensive coverage of the challenging and dynamic discipline of international marketing. The content of the course reflects the key strategic decisions that underpin international marketing including:

  • the decision to internationalise
  • market identification
  • screening and selection
  • market entry
  • tactical action programmes
  • implementation
  • monitoring and evaluation

  The dissertation gives you an opportunity to complete a substantial piece of independent research on an international marketing topic of your choice.

  List of modules

  • Stage 1
    • Global Marketing Strategy (20 Credits)
      Module code: MKTM018

      Status: Compulsory
      The purpose of this module is to critically examine the marketing challenges and opportunities faced by firms as they develop and grow in international markets. A variety of analytical frameworks are examined and applied to a range of businesses and strategic global marketing plans developed.
    • Dissertation and Research Methods (60 Credits)
      Module code: MKTM021

      Status: Compulsory
      The purpose of this module is to design and conduct an independent piece of academic research providing an opportunity to develop and demonstrate advanced scholarship skills. This combined research methods and dissertation module provides subject-specific methods training in preparation for the completion of a dissertation.
    • International Marketing Communications (20 Credits)
      Module code: MKTM026

      Status: Compulsory
      The purpose of this module is to develop understanding of the formulation management and implementation of integrated marketing communication plans and associated activities in a variety of international and organisational contexts.
    • Strategic Digital Marketing (20 Credits)
      Module code: MKTM027

      Status: Compulsory
      The purpose of this module is to examine digital technologies and social media from a marketing perspective evaluating the impact they are having on the evolution of business practice. Students will investigate the role of digital tools and techniques in developing markets communicating with customers and channels.
    • Global Marketing Issues (20 Credits)
      Module code: MKTM030

      Status: Compulsory
      The purpose of this module is to examine the factors and influences that shape demand and supply within a multi-faceted global context. It explores approaches tools and frameworks available for identifying and analysing the impact of identified factors and influences on marketing decisions.
    • International Marketing Research (20 Credits)
      Module code: MKTM031

      Status: Compulsory
      The purpose of this module is to explore how information is used to aid strategic international decision-making. The module explores the issues and challenges that exist in international marketing research providing a suite of problem solving and decision-making tools derived from scientific theory and industry best practice.
    • Strategic Marketing Management (20 Credits)
      Module code: MKTM044

      Status: Compulsory
      The purpose of this module is to examine the principles and practice of marketing management. The core principles of the marketing concept will be established and major decision areas for creating and delivering customer value will be explored and evaluated in the context of current theory and practice.

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• Entry Requirements

  You will need to hold a First or Second class honours degree (or equivalent) in order to be eligible for this course. No work experience is required for admission onto this course.

  For more more information on how to make an application, please visit our How to Apply page.

  If you are an International student and would like information on making an application, please see our How to Apply page.

  English Language Requirements

  All International and EU students applying for a course with us must meet the following minimum English language requirements:

  • Minimum standard – IELTS 6.5 (or equivalent)
    for study at postgraduate level.

  For information regarding English language requirements at the University, please see our IELTS page.

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• Fees and Funding

  21/22 Tuition Fees

  Fees quoted relate to study in the Academic Year 21/22 only and may be subject to inflationary increases in future years.

  • Home: £7,470
  • International: £14,000
  • Distance Learning: £2,960 in Year One (80 Credits) £3,700 in Year Two (100 Credits)
  • Year 2 (Placement Route only): £500* (for placements starting in September 2022 or January 2023)

  *The placement fee amount will only be charged to you after you secure a placement and are enrolled on the work based project in year 2 of your course. You will not be charged this fee if you do not secure a work placement. Please note that the maximum period of study allowed for part-time courses is two years.

  For information on the scholarships available to you, please see our scholarships page.

  Additional costs

  There are no additional costs for this course for students beginning their studies in September 2021. Should this change, applicants and students will be contacted by the university with details of the costs.

  20/21 Tuition Fees

  Fees quoted relate to study in the Academic Year 20/21 only and may be subject to inflationary increases in future years.

  • Home/EU: £7,425
  • International: £13,750
  • Distance Learning: £2,940 in Year One (80 Credits) £3,675 in Year Two (100 Credits)
  • Year 2 (Placement Route only): £500* (for placements starting in September 2021 or January 2022)

  *The placement fee amount will only be charged to you after you secure a placement and are enrolled on the work based project in year 2 of your course. You will not be charged this fee if you do not secure a work placement. Please note that the maximum period of study allowed for part-time courses is two years.

  Additional costs

  There are no additional costs for this course for students beginning their studies in September 2020. Should this change, applicants and students will be contacted by the university with details of the costs.

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• Postgraduate Discount Schemes

  Whether you are an international, home or EU student, we offer generous tuition fee discounts for postgraduate study.

  The Graduate Discount Scheme page has information about the 20% discount for Home and EU graduates.

  Our International Scholarships page has details of the International Graduate Scholarship offering up to 50% for alumni of the University and the International Scholarship offering up to 30% for new students.

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• Optional Work Placement

  The industry placement enables you to develop your skills and knowledge in a real-world work environment, whilst completing an applied research project. This will give you an advantage over the competition for jobs and scholarships after you graduate and could be a good starting point for setting up your own consultancy business.

  Your placement will need to be appropriate to your level of study and you should also be paid for this work. We will support you in finding and securing a suitable placement opportunity, however it must be noted that placements are highly competitive and there is no guarantee of a placement offer being made by an employer.

  If you are unable or unwilling to progress with an industry placement, for whatever reason, you will have the option to transfer onto our Dissertation and Research Methods module in order to gain the required credits to complete your programme of study.

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• FAQs

  What is the teaching style for this course?

  Throughout the course you are taught by experienced academic staff with specialist knowledge of their subject areas. Taught modules are delivered using workshop sessions, with a strong emphasis on participation and discussion. To bring concepts and theories to life, extensive use is made of real world case-studies, interactive business simulation software and practical exercises supplemented by extensive online learning materials.

  What are the assessments for this course?

  An innovative range of individual and group-based assessments are used involving the preparation of essays, marketing plans, case study analyses, portfolios and presentations as well as the dissertation.

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Careers and Employability

Successful completion of this course will prepare you for a career in international marketing with the potential to achieve success as a senior marketing manager with a multi-national organisation.

Konceta is a graduate from the MSc International Marketing Strategy and is now working in a global marketing role at Unilever responsible for the ‘Simple’ skincare brand. She came back to give a guest talk on global/local marketing to MSc students.