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Masters Degrees (International Marketing)

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MSc International Marketing Strategy is specifically designed to provide a strong foundation for a successful career in the exciting and fast moving world of international marketing. Read more

MSc International Marketing Strategy is specifically designed to provide a strong foundation for a successful career in the exciting and fast moving world of international marketing.

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. As such, marketing is an essential component of organisational success not only in businesses, but also in the public sector and not-for-profit organisations.

Indeed, few organisations remain unaffected by patterns of change in the global marketplace. Whether 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. It will also enhance your ability to think strategically about marketing issues and challenges.

You also have the option to study this programme via Distance Learning.

Course content

The MSc International Marketing Strategy is made up of several modules that combine to provide 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, the decision to internationalise, market identification, screening and selection, market entry, tactical action programmes, implementation, monitoring and evaluation. Examples of specific issues that are covered include: standardisation adaptation, cultural drivers of customer behaviour, the impact of global trends, country of origin effect, international branding issues and the use of social media. The dissertation gives you an opportunity to complete a substantial piece of independent research on an international marketing topic of your choice.

For further information about this course please visit the award map: http://oldweb.northampton.ac.uk/caf/pgmsaward/international-marketing-strategy-msc.htm

Course modules (17/18)

-Marketing: Principles and Management

-Global Marketing Strategy

-International Marketing Research

-Global Marketing Issues

-Strategic Digital Marketing

-International Marketing Communications

-Dissertation and Research Methods

Schedule

One year, full time over three trimesters.

In addition to attending lectures and seminars (around 10-12 hours a week) you will be expected to spend significant time (25 or more hours a week) engaged in preparing for classes and additional self-directed study as well as participating in the support programme.

Assessments

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.

Facilities and Special Features

Throughout the course you are taught by experienced academic staff with specialist knowledge of their subject areas. Taught modules are delivered using a combination of lecture and seminar 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 and practical exercises supplemented by extensive on-line learning materials

To integrate these modules and enrich the experience of the student there is a supporting programme of workshop activities and events. Typically these include a Summer School as well as guest speakers, marketing games, study trips and learning skills development sessions throughout the year.

Summer School

In July 2015, students studying on the course benefitted from a week-long Summer School that provided the opportunity to have marketing concepts brought to life through study trips, visiting speakers and participating in a Marketing Challenge based on Northampton’s leather heritage.

The students were able to find out how leather products are produced with a tour of the tannery at the University’s Institute for Creative Leather Technologies. Professor Mike Redwood spoke on the way luxury leather brands market themselves and the particular issues they face in developing markets.

Careers

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. Our marketing graduates can be found working in a range of organisations large and small in areas such as brand management, business development, digital and online marketing, marketing communications and marketing research.



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Different countries and cultures bring their own set of challenges in terms of marketing. So introducing a product or service needs sensitivity, understanding and respect. Read more

Different countries and cultures bring their own set of challenges in terms of marketing. So introducing a product or service needs sensitivity, understanding and respect. This MSc is open to graduates from all disciplines who are interested in a career in the lively world of international marketing. You will explore all the up-to-date thinking, theories, principles and practice of the discipline. 

Recognised by the Economic and Social Research Council (ESRC) and accredited by the Chartered Institute of Marketing, this programme is run and supported by experienced academics and marketing practitioners. Globally renowned for their expertise, they will give you significant insights into key areas of international marketing, including brand marketing; advertising; e-marketing; and innovation and strategy.

Course details

This is a conversion programme for applicants without previous knowledge or experience in marketing, but who wish to particularly explore the theory, principles and practice of marketing in the context of a global market environment and the challenges of marketing across countries and cultures.

This programme is accredited by The Chartered Institute of Marketing (CIM).

For recent graduates and practising managers already familiar with basic marketing concepts, please also see our Marketing Communications MSc and Strategic Marketing and Consulting MSc programmes.

Programme details

The 12 month masters degree programme begins at the end of September. Initially you will spend time developing your understanding of core principles, theory and practice in marketing management, marketing research and marketing strategy and planning. Case studies will explore the particular applications of concepts in an international marketing context. You will also take a compulsory module exploring the principles, theory and practice of international marketing strategy, including approaches to international market selection, entry mode, and planning the marketing mix globally and/or locally. You will also study a compulsory module on Cross-Cultural Communication to help appreciate the challenges and strategies for effective communication when managing in an international context.

Beyond the core modules, the programme offers a wide choice of elective modules. You will be able to specialise in the areas of marketing that you feel will best prepare you for your chosen career path. We offer an exciting elective which explores the challenges of international marketing decisions in practice, using an innovative computer-based simulation in association with a USA-based company.

Learning and teaching

During the year you will undertake a major independent research dissertation, which must be related to an international marketing issue. Academic members of the Marketing Group will suggest topics consistent with their ongoing research, or you can choose a topic that is directly related to your chosen career path.

There are a host of potential topics for an international marketing dissertation.

Topics have included:

  • International marketing strategies for a new cosmetics brand
  • Comparative analysis of Nestle’s marketing strategies in Europe and Africa
  • Positioning strategies for car manufacturers in China
  • Launching and licensing new magazine concepts in Thailand
  • Standardisation vs adaptation in international advertising
  • The impact of country of origin on the marketability of Georgian wines
  • Evaluating franchising vs concessions for an international fashion brand

Our students benefit from advanced teaching technology. All fifteen lecture theatres and seminar rooms contain comprehensive audio-visual equipment and sound systems, as well as wireless connectivity and data projection. Three large PC clusters add to computing facilities already available to students across the campus. The main lecture theatre, seating 200, is often utilised outside term-time as a conference facility for local industry.

Employability

Recent graduates from our two conversion programmes (MSc Marketing and MSc International Marketing) have gone on to work in a wide range of careers in companies such as Microsoft, Ogilvy & Mather, American Express, Accenture, Whitbread, Beiersdorf, DaimlerChrysler, AstraZeneca, Tesco, AC Nielsen, Mazda Motors, Leo Burnett, Nissan, both in the UK and in their home country for returning international students

Strong industry links

We enjoy active and close links with industry and the financial community. Many of our programmes have input from organisations such as GE, Biersdorf and Accenture. Companies such as HSBC, BP, Unilever and Deloitte visit the School to run workshops and business games, ensuring that you have the opportunity to put the theory you have learned into practice.

Particular programmes also offer the ability to obtain first-hand experience in the form of either work placements abroad or UK based consultancy projects with companies such as Jaguar, Aston Villa Football Club and Cadbury.

Careers in Business

Careers in Business is a dedicated service for postgraduate Business School students. We’ll help you in all aspects of your career management, from planning your job-seeking strategies, applying for jobs, preparing for interviews and assessment centres and developing your essential employability skills. At the start of your programme you will receive an email from our team, giving details of how you can access Careers in Business Online. Please get in touch to find out how our Careers in Business team can support you.



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This masters degree offers the perfect starting point for a career in strategic marketing, particularly in an international business environment. Read more

This masters degree offers the perfect starting point for a career in strategic marketing, particularly in an international business environment.

You’ll learn to appreciate modern developments in marketing management theory and practice and explore essential areas including international marketing, marketing strategy and marketing research. You’ll also examine key topics such as international services marketing, consumer behaviour across cultures and global supply chains.

The course has a practical focus and you’ll develop professional skills through in-company assignments and case studies examining genuine business scenarios.

Our academics are experts in their field with extensive teaching, research and consultancy experience of international standing. As such, this course is globally recognised and attracts students from all over the world. You’ll gain cross-cultural experience and an understanding of the skills required to work in an international environment.

Academic excellence

The Marketing division at Leeds University Business School is one of the leading centres of research in marketing in Europe. As part of our research, we engage with companies, senior executives and academics across all five continents.

Our research makes an important contribution to your learning on the MSc International Marketing Management; our academics bring their world-leading expertise to you in the classroom. The Global and Strategic Marketing Research Centre is the Business School’s established and esteemed centre of excellence for scholarly research work.

Accreditation

This course is accredited by the Chartered Institute of Marketing (CIM), giving you the opportunity to gain professional qualifications through CIM Graduate Gateway. This means you can work towards CIM qualifications during your studies and will receive exemptions from selected assessments.

CIM is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners. CIM qualifications are highly sought after by employers, and map alongside our own degrees, which ensures you are equipped with the best opportunities for a successful marketing career.

The course is also accredited by the Institute of Export and International Trade (IOE), the professional membership body representing and supporting the interests of everyone involved in importing, exporting and international trade.

Course content

Core modules will develop your understanding of international marketing in theory and practice.

You’ll learn how organisations use marketing research to understand their audience and complement this with an awareness of consumer behaviour in different cultures. Then you’ll examine how this information is turned into practical marketing strategies, with modules focusing on marketing communications and strategy as well as the challenges of international marketing.

From there, you’ll develop your knowledge by focusing on international services marketing and considering practical solutions to the problems of global supply chains. You’ll also choose an optional module in an area that interests you, such as social media marketing or corporate social responsibility. During the company marketing project, you’ll have the chance to work alongside an external organisation to research and develop strategies to address their marketing problems.

You can apply your research skills and knowledge to a dissertation which you submit by the end of the year, or you can take a different route. Our third semester consultancy projects give students the opportunity to work with a live business situation, make links with industry and gain work experience that can be exceptionally rewarding.

Throughout the course you’ll also benefit from a Professional Skills and Employability module, dedicated to developing the key skills employers are looking for when recruiting marketing graduates. Read what our current students say about the opportunities for professional development.

Course structure

Compulsory modules

You’ll take nine compulsory modules, plus either a research dissertation or consultancy project.

  • Consumer Behaviour Across Cultures 15 credits
  • Marketing Research 15 credits
  • Marketing Communications 15 credits
  • Global Marketing 15 credits
  • Marketing Strategy 15 credits
  • International Services Marketing 15 credits
  • Global Distribution and Supply Chains 15 credits
  • Professional Skills and Employability 15 credits
  • Company Marketing Project 15 credits
  • Dissertation or Marketing Consultancy Project 30 credits

Optional modules

You’ll choose one further optional module.

  • Corporate Social Responsibility and Sustainability 15 credits
  • Direct, Digital and Interactive Marketing 15 credits
  • Social Media Marketing 15 credits

For more information on typical modules, read International Marketing Management MSc in the course catalogue

Learning and teaching

We use a range of teaching methods so you can benefit from the expertise of our academics, including lectures, workshops, seminars, simulations and tutorials. Company case studies provide an opportunity to put your learning into practice.

Independent study is also vital for this course, allowing you to prepare for taught classes and sharpen your own research and critical skills.

Assessment

Assessment methods emphasise not just knowledge, but essential skills development too. You’ll be assessed using a range of techniques including exams, group projects, written assignments and essays, in-course assessment, group and individual presentations and reports.

Career opportunities

This masters degree will prepare you to pursue a career in marketing management within an international or domestic environment. You’ll develop the professional skills to work within a range of business situations, from large multinational corporations to smaller organisations, or within your own business.

You’ll be able to pursue a career in many areas including international marketing, export marketing, marketing research, marketing consultancy, services marketing, social media marketing, direct, digital and interactive marketing, or supply chain management.

Top graduates who aspire to a research or academic career will also be prepared to pursue a PhD in marketing.

Careers support

Our dedicated Professional Development Tutor provides tailored academic and careers support to marketing students. They work in partnership with our academics to help you translate theory into practice and develop your interpersonal and professional business skills.

This means you will develop the academic skills to successfully progress through the course, and also the professional skills you will need to secure employment and start a successful career.

You can expect support and guidance on career choices, help in identifying and applying for jobs, as well as one-to-one coaching on interpersonal and communication skills.

Read more about our careers support.



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The Cross-Cultural Communication and International Marketing MA provides theoretical, research and practical training in areas of international and intercultural communication and international marketing. Read more
The Cross-Cultural Communication and International Marketing MA provides theoretical, research and practical training in areas of international and intercultural communication and international marketing. It focuses on rapidly developing issues surrounding global communications and brand management.

The International Marketing pathway is a specialism on the Cross-Cultural Communication MA. It is designed for students who wish to combine the study of cross-cultural communication with developing their knowledge of international marketing.

This specialist pathway is delivered by academic staff in Newcastle University Business School (NUBS). It provides the chance to gain a thorough understanding of marketing theories and how to apply them to real-world business challenges.

The pathway will equip you with relevant research techniques required to investigate and critically analyse international marketing issues.

You will:
-Develop systemic understanding and critical awareness of international marketing theory
-Apply theory to international case studies, markets and issues
-Measure market performance and consumer behaviour
-Develop knowledge of ethical issues and their implications in marketing

You will benefit from Newcastle University Business School's excellent facilities and partnerships with major corporate and social enterprises and academic institutions.

The pathway will prepare you to develop knowledge and key skills valued by employers in the areas of international marketing and international brand management.

Delivery

Modules are delivered through a range of means, including:
-Lectures
-Seminars
-Workshops
-Group projects

Each module tends to last one semester. Some optional modules are taught in short, intensive blocks and/or on occasional weekends.

Placements

You are encouraged to apply your research interests to real world case studies, particularly of international organisations or workplaces with which you have a connection.

For example, your empirical project submitted in research file three can be in connection with voluntary work (for a charity or NGO) or an internship, arranged over the summer towards the end of the course.

As a part time student you can conduct a research project of relevance to your employer and/or industry.

Pathway

The Cross-Cultural Communication MA has six specialist pathways:
-Applied Linguistics
-Education
-International Management
-International Marketing
-Media
-International Relations

Facilities

As a student in the School of Education, Communication and Language Sciences you'll have access to facilities and a growing collection of online resources, including:
-A well-stocked Education Resource Centre
-Language Analysis Lab
-A phonetics lab
-An audio-video lab
-A recording studio

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Our CIM-accredited Marketing (International Marketing) MSc is designed for those seeking to develop their knowledge of global and multi-cultural marketing – positioning you for a career in a multinational organisation. Read more

Our CIM-accredited Marketing (International Marketing) MSc is designed for those seeking to develop their knowledge of global and multi-cultural marketing – positioning you for a career in a multinational organisation.  

On the course, you will:

  • examine how cultural differences, new technologies and the rapid emergence of Brazil, Russia, China and India create opportunities and challenges·
  • develop your knowledge of both the theory and practice of marketing at an advanced level
  • gain an in-depth and critical understanding of research methodologies, and marketing planning and strategy

 Accredited by the Chartered Institute of Marketing (CIM), the world’s leading professional marketing body, this course progresses you towards Chartered Marketer status through exemptions from examinations of the institute.  This course is part of our Marketing MSc programme.

All students complete the same core modules to give you practical knowledge in key marketing subjects, then from the end of your first term you will be able to tailor your course to your interests or career aspirations through a choice of specialisms and option modules, or continue on a more generalist route with our Marketing MSc.

Course structure

The course is organised into three-hour blocks of teaching and seminar activities, which are based on specialist reading, research and case studies. Modules are assessed through essays, reports, group work, presentations and examinations.

All of our Marketing MSc courses share six core modules (Moving to Masters, Critical Developments in Marketing Theory and Practice, Marketing Planning and Strategy, Marketing Research I: quantitative methods, Marketing Research II: qualitative methods, and a dissertation).

This specialist route includes one subject-specific module (International Marketing), but also shares a range of optional modules which enable you to tailor the course to your interests and career aspirations.

In the final phase of the course, you will complete a 15,000-word dissertation on a marketing topic of your choice, which will require you to make recommendations for real-life marketing practice. Throughout your dissertation, you will receive support from a supervisor who will help to guide you in your research.

Syllabus

All students will study seven core modules. You will also select one option module, which will allow you to specialise in an additional strand of marketing.

Modules

  • Moving to Masters
  • Critical Developments in Marketing Theory and Practice
  • Marketing Planning and Strategy
  • Marketing Research I: Quantitative Methods
  • Marketing Research II: Qualitative Methods
  • International Marketing
  • Dissertation

One from:

  • Branding and Communications
  • Social Marketing
  • Behavioural Economics
  • Digital Marketing
  • New Product Development

Chartered Institute of Marketing

This course is accredited by the Chartered Institute of Marketing (CIM), the world's largest organisation for professional marketers. The CIM have awarded the course Multiple Award Pathway status, which means that you will have a number of exemptions from CIM qualifications.

CIM qualifications are highly sought after by employers and – alongside our Marketing MSc – will ensure that you are equipped with the best education for a successful marketing career.

CIM membership 

You will be entitled to free CIM affiliate-level membership, giving you access to a range of benefits and services. CIM membership is a clear demonstration of your commitment to ongoing professional development.

Membership benefits include:

  • The Marketer – the members' magazine
  • Studying Member e-news
  • Learning Zone website – study resources
  • Marketing library and online archive resources

You will also be able to take modules from your course that will help you gain the following CIM qualifications:

CIM Certificate in Professional Marketing

To obtain this certificate you will need to pass the CIM’s Integrated Communications module and one option module. You will be exempt from the CIM’s Marketing module.

CIM Diploma in Professional Marketing

To obtain the diploma you will need to pass the CIM’s Marketing Metrics module and one option module. *

CAM Diploma in Digital Marketing

To obtain the diploma you will need to take the Branding and Marketing Communications module and pass the CIM’s Digital Marketing Essentials module and one option module. You will be exempt from the Marketing and Consumer Behaviour module.

International Study Exchange 

Through our partnership with MIP Politecnico di Milano Graduate School of Business you have the opportunity to gain an international perspective to your studies. On our study exchange programme you would join MIP’s International Master in Multichannel Marketing Management course, which is taught in English.

You will be able to choose from a range of modules including Design & Marketing: the Italian way in different sectors including for example Design, Fashion and Furniture, Automotive, Wine and Sports Marketing. 

Careers and employability

A Marketing (International Marketing) MSc from Brighton Business School will help you to specialise and stand out in today's competitive job market. It will equip you with both the theoretical knowledge and practical skills necessary for a successful career.

The course has been designed for people wanting a successful and rewarding career in sectors such as:

  • advertising
  • branding
  • communications
  • creative and design
  • digital marketing
  • direct marketing
  • event management
  • market research
  • marketing (general)
  • media
  • product marketing
  • public relations
  • sales

The course is ideal preparation for continuing your study at MPhil or PhD level or working as a professional researcher in marketing.



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Cultural and national differences pose various problems for organisations who market their products and services around the world. Read more

Cultural and national differences pose various problems for organisations who market their products and services around the world.

Our MSc International Marketing Management programme will provide you with a comprehensive framework for understanding the theories, concepts, applications and unique challenges of marketing in a fast changing international and global context.

The programme will develop your appreciation of strategies and tactics for international markets, along with their implications, and build your understanding of marketing management for multinational and global organisations.

The core modules cover topics in international business and marketing, while our optional modules allow you tailor the programme according to your interests.

Programme structure

This programme is studied full-time over one academic year and part-time students must study at least two taught technical modules per academic year, until a total of eight is reached. It consists of eight taught modules and a dissertation.

Example module listing

The following modules are indicative, reflecting the information available at the time of publication. Please note that not all modules described are compulsory and may be subject to teaching availability and/or student demand.

Educational aims of the programme

The programme aims to provide a high quality, vocational education which is intellectually rigorous and up-to- date, as well as relevant to the needs of existing and future managers, executives and other professionals in international marketing management.

In addition to subject-specific knowledge, the programmes aim to develop generic management skills necessary to be effective in todays’ challenging business environment.

The programme has a business management orientation related to international marketing management and draws upon a range of cognate areas of study to explain and analyse this business function.

It takes an integrated approach so as to provide a coherent exploration of the inter-relationships between the various components. The, programme is international in scope and coverage, and lecturers draw upon the most recent research to inform their teaching.

The programmes aim to develop students as independent and reflective learners, able to continue their learning once in their chosen profession.

Programme learning outcomes

Knowledge and understanding

Upon completing the programme, students will have:

  • A systematic, in-depth understanding of the development, issues and influences relevant to international marketing management
  • A high level of theoretical and applied knowledge of the management, operation, organisation and provision of business sector education
  • An understanding of the research process

Intellectual / cognitive skills

Students will have the ability to:

  • Independently critically evaluate approaches and techniques relevant to international marketing management
  • Evaluate outcomes and accurately assess/report on own/others’ work with justification and relate them to existing knowledge structures and methodologies
  • Demonstrate high level learning and problem solving abilities in the range of modules studied

Professional practical skills

Students will ble able to:

  • Conduct research and produce a high quality Dissertation: this includes the ability to select, define and focus upon an issue at an appropriate level; to develop and apply relevant and sound methodologies; to analyse the issue; to develop recommendations and logical conclusions; to be aware of the limitations of the research work
  • Identify modifications to existing knowledge structures and theoretical frameworks and therefore to propose new areas for investigation, new problems, new or alternative applications or methodological approaches

Key / transferable skills

Students will gain a range of generic skills relevant to the needs of existing and future managers, executives and professionals, irrespective of their sector of operation. These will include analysis and synthesis, oral and written communication, computing/IT literacy, critical reasoning, data analysis, organisation and planning, problem solving, independent and group working and research.

Graduate prospects

Our marketing graduates who enrol with the Chartered Institute of Marketing (CIM) as an Affiliate can study CIM qualifications without having to complete all of the modules. For most qualifications, students will only need to take two assessments instead of the usual three and therefore, students will add an individual award to supplement their degree. There is a fee to join CIM.

Global opportunities

We often give our students the opportunity to acquire international experience during their degrees by taking advantage of our exchange agreements with overseas universities.

In addition to the hugely enjoyable and satisfying experience, time spent abroad adds a distinctive element to your CV.

Learn more about opportunities that might be available for this particular programme by using our student exchanges search tool.

Professional recognition

Surrey Business School is accredited by the Association to Advance Collegiate Schools of Business (AACSB), the Association of MBAs (AMBA) and the Chartered Institute of Marketing (CIM).



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The International Marketing MSc degree aims to introduce and develop a contemporary perspective to the international marketplace and the key tasks involved in successful international marketing. Read more
The International Marketing MSc degree aims to introduce and develop a contemporary perspective to the international marketplace and the key tasks involved in successful international marketing.

You will study areas such as analysis and research of the international environment, and the design and implementation of specific international marketing activities and strategies.

WHY CHOOSE THIS COURSE?

The course includes the following:
-Learn how to to interpret market data and provide a situational analysis of the market
-Acquire the skills to make recommendations for strategic developments
-Students have the option of enrolling on the internship programme providing the opportunity to undertake a workplace project on behalf of an organisation
-Focuses specifically on an international context, reflecting a more global approach to marketing issues
-Opportunity to apply for an internship rather than undertaking a dissertation
-Teaching is very student focused and very participative, giving students the opportunity to ask questions and gain immediate feedback

WHAT WILL I LEARN?

The course offers students a range of postgraduate opportunities based around core modules fundamental to understanding the application of marketing concepts and theories in a variety of business contexts.

Students can develop more specialist knowledge, understanding and skills by opting for specialist modules.

All students study a common core in the first semester. In the second semester you will study modules specific to your chosen award, which would include material on:
-Key influences on the global marketing management paradigm
-Information and research for international marketing
-Branding and brand strategies
-On-line marketing in international markets
-International marketing strategy, planning and organisation

HOW WILL THIS COURSE ENHANCE MY CAREER PROSPECTS?

The MSc International Marketing course is suited to graduates seeking career development in multi-national corporations or looking to explore opportunities to secure employment overseas. Previous graduates have secured exciting and rewarding positions in a wide variety of marketing areas such as brand management, creative advertising development, working with the leading organisations worldwide such as Valeo, McCann-Erickson and many others.

Accredited by The Chartered Institute of Marketing (CIM), this course is also mapped for maximum exemptions against the CIM Diploma in Professional Marketing. This means that you have the opportunity to work towards achieving the CIM Diploma in Professional Marketing while studying and may graduate with an enhanced qualification that is highly sought after by employers. Our students need only complete two units of the Diploma to gain the qualification in full.

With appropriate work experience you will be eligible for Associated/Member status from CIM and awarded designatory letters ACIM/MCIM. With this you will be well on your way to Chartered Marketer status, the mark of an up-to-date, qualified and experienced marketing professional (additional fees may apply).

GLOBAL LEADERS PROGRAMME

To prepare students for the challenges of the global employment market and to strengthen and develop their broader personal and professional skills Coventry University has developed a unique Global Leaders Programme.

The objectives of the programme, in which postgraduate and eligible undergraduate students can participate, is to provide practical career workshops and enable participants to experience different business cultures.

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This degree is designed for graduates wishing to start, or further develop, careers in marketing. Read more
This degree is designed for graduates wishing to start, or further develop, careers in marketing. It explores the principles, theoretical concepts and practice of marketing within the context of business and management and will focus on developing academic and applied skills in Marketing including advertising, brand management and loyalty, customer service, public relations and market research.

For the Advanced Taught Programme students will choose four Applied Business Projects from a list which currently includes the following titles:

1. e-Business and Value Chain
2. Human Resource Management
3. International Business
4. Investment and Private Banking
5. Operations Management
6. Business Planning

Compulsory modules:

Marketing Strategy: This module critically evaluates the contributions of various schools of thought in marketing, and examines the relevant analytical models and management practices, with emphasis on the strategic importance of marketing to all organisations.

Management Research: This module analyses the philosophical basis for research in the management sciences, and examines a number of key methodological issues and approaches. Research designs for both quantitative and qualitative research methodologies are developed, including interviews, case studies, focus groups, surveys and experiments.

International Marketing: The globalization of companies is the involvement of customers, producers, suppliers, retailers and other stakeholders in the global marketing process. International marketing reflects the trend of companies selling products and services across national boundaries. This module provides an overview of contemporary international marketing issues and trends as well as the international marketing planning process. On completion, students will be conversant with the theories, instruments, realities, debates and recent developments in the field, and be capable of researching, devising and applying solutions to key decisions regarding international market entry strategies and the development and management of global brands.

Consumer Behaviour in a Global & Digital World: This module will introduce students to the main theories which purport to explain consumer behaviour from the perspective of gaining an understanding of the consumer as an individual as well as how consumers are influenced by their cultural environment. Given that the internet has become an essential part of modern day life this module will provide students with an understanding of how consumer behaviour is impacted as a result of changes in the way goods and services are marketed and sold online. This module also examines the critical issues and trends whereby the internet has changed consumer behaviour spanning across traditional/geographic boundaries.

Finance for Managers: This module is designed for those who aim to achieve a basic understanding of financial management and control, and who require an understanding of finance in order to manage an organisation effectively. Financial planning and control are central themes, as well as the appraisal techniques of investment projects.

International Marketing Communication: This module examines the processes by which integrated marketing communications (IMC) programs are planned, developed and executed. Individual communication vehicles included in an Integrated Marketing Communication plan are explored.

Optional modules (choose 2):

Your optional modules must include AT LEAST ONE of the following:

International Strategic Management: This module analyses strategic decision-making within business. You will develop a critical understanding of the strategic processes of business management, the interconnections with the functional domains of marketing, human resource management and corporate finance, and the management of knowledge systems.

Organisations and People: This module examines key issues arising from contemporary research in organisational behaviour (OB) and human resource management (HRM). It provides an integrated analysis of management, organisations and people, developing the conceptual, strategic and practical skills necessary for managers in complex, global organisational contexts.

Other optional modules include:

New Venture Creation: This module examines the processes whereby organisations and individuals develop and utilise their knowledge bases. Successful knowledge management hinges on people, culture and technology. As such it has professional and academic links with organisational behaviour and organisational learning.

Knowledge Management: This module examines the processes whereby organisations and individuals develop and utilise their knowledge bases. Successful knowledge management hinges on people, culture and technology. As such it has professional and academic links with organisational behaviour and organisational learning.

Contemporary Issues in Management: This module develops several theories and concepts in contemporary management theory and practice. It provides a detailed and critical analysis of management, further developing the conceptual, strategic and practical skills necessary for managers in complex, global organisational contexts.

Marketing Financial Services: This module surveys the tools of modern financial services marketing, focussing on the key methods of financial services marketing in the acquisition of customers and sale and distribution of financial services. The module progresses considering consumer behaviour, the changing customer demands, consumer heuristics and biases and ways in which financial services marketing has succeeded and failed.

Public Sector Management: This module identifies the distinctive characteristics of the public sector in a competitive market-driven environment. Organisational forms in the public sector are reviewed, in the light of the changing culture of public services, competition, best value and public expectations.

Global Business and Culture: This module will enable students to develop a systematic understanding of the challenges of managing across national boundaries. Culture is assessed in the context of a range of contemporary classifications and discussed in a variety of conceptual, methodological and practical situations relating to the measurement and application of culture at various levels of analysis (national, industry, corporate, individual). On completion, students will be conversant with the theories, instruments, realities, debates and recent developments in the field, and be capable of researching, devising and applying solutions to key decisions involving culture as an input. Case studies are used to illustrate the complexities of cross-cultural negotiations, international expansion, and cross-border alliances/ mergers & acquisitions.

International Business: This module analyses the conditions in the international environment that drive trade between nations involving multinational enterprises (MNEs), small and medium-sized enterprises (SMEs) and the public sector.

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What marketing and business challenges do organisations face at different stages of their growth? How do different cultures and countries impact marketing strategy?. Read more
What marketing and business challenges do organisations face at different stages of their growth? How do different cultures and countries impact marketing strategy?

Our MSc International Marketing and Entrepreneurship explores the theoretical and practical approaches to marketing planning, strategy, communications and customer-centred business. You do not need to have previously studied marketing to undertake this course.

You examine how these topics apply to public and private organisations in varying stages of formation, growth or change management, in different international and cultural environments. We expose you to cutting-edge marketing techniques, encourage your creativity and develop your critical thinking, analytical, strategic and leadership skills.

Topics include:
-The marketing communications mix, including: advertising; public relations; personal selling; sales promotion and direct marketing
-Marketing strategies, including product, pricing, promotion and distribution strategies
-Marketing planning and implementation
-New product development
-Supply chain management and operations
-Branding
-Ethical issues
-Theories and practices of entrepreneurship

Essex is a place with entrepreneurial spirit; we have more start-up businesses than any other county in the UK. This course is taught at Essex Business School, which attracts students and staff from around the world; our current Masters students join us from more than 40 countries. Where could be more appropriate to study entrepreneurship and international marketing?

By studying with us, you gain a qualification from a top 20 UK business school (Chartered Association of Business Schools), ranked in the top 25 in the UK for research excellence (REF 2014). A Masters from Essex Business Schools can give you the best foundation to build your international marketing career.

MSc International Marketing and Entrepreneurship is also available to study part-time and you may be eligible for University of Essex scholarships or discounts for Masters study. Postgraduate loans for Masters courses are now available from the Student Loans Company, worth up to £10,000, for students from the UK and EU.

Our expert staff

You’re taught by a combination of guest lecturers, policy-makers and practitioners who bring together a global community of criticism, thought and innovation.

Our expert staff draw upon both academic and practical marketing experience to provide you with a well-rounded business education. Their work is backed by social science theory and tackles current business issues in: business ethics and corporate social responsibility; organisation studies; leadership and strategy; finance and banking; risk management; and international management.

Specialist facilities

This course is based at our Southend Campus, in the centre of Southend-on-Sea.

You benefit from excellent study facilities, IT labs and ample space for working in groups or individually. Essex Business School also provides study skills support to help you reach your academic potential.

Southend-on-Sea has excellent transport links with London, by rail or road, and Europe, via London Southend Airport. As well as the seafront, the town has fantastic social facilities, including the world famous Southend Pier, a bowling alley and an array of bars and restaurants.

Your future

Modern marketers must be creative and ethical. We encourage you to innovate and consider the impact of marketing on wider society so you can effectively lead on international marketing strategy throughout your career. You’ll also find this degree invaluable should you wish to start your own entrepreneurial venture.

Our graduates manage marketing activities in organisations of all sizes, or apply their skills to their own businesses. In 2015, 78% of our postgraduate taught students were in work or further study (DLHE).

We provide you with career support and guidance throughout your education. The School’s employability team works closely with the University’s Employability and Careers Centre to provide you with bespoke advice on topics such as CV writing and access to work experience.

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The Master in International Marketing Management (MIMM) provides a broad learning and training experience that helps students enter in the job market. Read more

The Master in International Marketing Management (MIMM) provides a broad learning and training experience that helps students enter in the job market. The program aims at preparing students for a successful career in international marketing management, whether in a large multinational firm, a smaller company, or their own business.

The Master is characterized by active learning and student interaction, aimed at developing individual skills of analysis and decision-making. In particular, the traditional teaching methods will be integrated by the presence of academics of international standing and managers, case discussions, role playing, individual group projects and seminars.

Learning objectives

The Master aims at developing knowledge, competences and abilities in order to analyze the international markets and to assume managerial, commercial and marketing responsibilities. It enables to operate in international contexts thanks to original, dynamic and unique approaches, culture and knowledge coming from a training process that virtuously integrates the economical-managerial disciplines with the psychological-organizational ones. A classroom mix of different competencies will benefit the learning environment and allow students to share different perspectives of the marketing field. The Master aims at training professionals able to comprehend and put into action a cross-cultural approach in the negotiation and strategy development phase. The learning objectives are to develop an open culture, flexible to changes and a long lasting set of competences able to continuously adequate themselves to various and dynamic economical contexts. Students will complete the program by taking an internship at one of the Master’s partner companies, either in Italy or abroad.

Career opportunities & professional recognition

Graduates from the Master will gain full marketing management knowledge and practices. They may take positions in any company or agency to carry out tasks related to marketing and customer management and marketing research. Graduates from the Master can take positions in market research centers and institutes or marketing offices of multi- nationals as well as smaller companies, as market analysts, marketing managers, product and brand managers etc.

Curriculum Propedeutic courses

● Propedeutic psychology course* (10 ECTS/CFU)

○ Fundamentals of social sciences and psychology for marketing

○ Principles of applied social research methodology

● Propedeutic economics course** (10 ECTS/CFU)

○ Fundamentals of business and management

○ Principles of marketing

* Those courses should be considered mandatory only for students coming from faculties other than Psychology.

** Those courses should be considered mandatory only for students coming from faculties other than Economics.

Core courses (32 ECTS/CFU)

● International Business

● Understanding international markets

● Consumer behavior

● International marketing research

● Marketing strategies in an international setting

● Evaluating companies and markets for action

● Managing the international marketing mix

● Managing psychology in an intercultural context

Field projects and seminars (6 ECTS/CFU)

Teaching method includes seminars and conferences from guest speakers and practical activities:

● Field works implemented by small groups and coached by partner firms

● Project works

Internship and final report (12 ECTS/CFU)

Problem solving

The Master is structured to guide students in developing strategic capabilities in the search for innovative and creative customer-based marketing strategies for enterprises’ competitiveness. Students will be able to introduce a new and effective way of approaching and managing markets internationally.

World class faculty

Academics, professionals and key note speakers with international profiles will enhance students’ learning experience in the Master.

Interdisciplinary approach

The Master has a methodology and a cultural approach which embraces two different scientific fields of study: Management and Psychology. This extends and enriches students’ perspectives and capabilities to understand markets and customers in greater depth.

A 360 degree experience

The strong relationship among the students, their involvement in different activities and the specific contexts, as well as the city of Milan, and Università Cattolica will make the Master an extraordinary living experience.



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Our International Marketing MSc will give you a thorough understanding of marketing theories. You will learn how to apply these to real world business challenges. Read more
Our International Marketing MSc will give you a thorough understanding of marketing theories. You will learn how to apply these to real world business challenges.

Organisations are becoming increasingly aware of the importance of understanding what their customers want and the necessity to develop products and services that meet their needs and aspirations.

This course is for those who want to study a postgraduate qualification with a commercial focus. It consists solely of marketing orientated modules.

What you'll learn

You will specialise in marketing within an international context. This includes rapidly developing issues surrounding:
-International communications
-Brand management
-Customer relationship management
-E-marketing

Throughout the course, you will develop relevant research techniques. You need these to investigate and critically analyse international marketing issues.

You will gain:
-A systematic understanding and critical awareness of international marketing theory
-The ability to apply theory to international case studies, markets and issues
-The ability to measure market performance and consumer behaviour
-Knowledge of ethical issues and their implications in marketing

Your development

On completion of the course you will gain:
-Access to the largest professional international marketing networks that provide you with resources, training and support throughout your marketing career
-Practical marketing experience, which is highly attractive to employers
-Industry links developed through modules (eg Principles of Marketing) and a regional marketing competition

Course accreditation

This course is accredited by the Chartered Institute of Marketing (CIM), one of the world's leading international bodies for marketing and business development.

Successful graduates can undertake further study for a CIM qualification at the highest possible entry level, namely the Chartered Postgraduate Diploma in Marketing.

This course does not provide a CIM qualification or membership, this is dependent on relevant work experience.

Our course is only one of six in the UK to achieve Market Research Society (MRS) accreditation. The accreditation offers a route to certified member status of the MRS without any further exams subject to work experience.

Career focus

You will be able to develop your career in marketing roles on the agency and in-house sides. You will also be able to enter graduate roles at blue chip companies.

Graduates from the course have moved into various roles, including:
-Search Marketing Manager
-Communications Specialist
-Marketing and Design Executive
-Digital Account Manager
-Assistant Brand Manager

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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. Read more

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. As such, marketing is an essential component of organisational success not only in businesses, but also in charities and government agencies. Few organisations remain unaffected by patterns of change in the global marketplace. Whether actively seeking opportunities in other countries, or working with global influences in a home market, international marketing strategy affects us all.

This course is designed to help you develop the knowledge, specialist skills and attitudes necessary for a successful career in the exciting and fast moving area of international marketing. It will also enhance your ability to think strategically about marketing management in an international context.

Northampton Integrated Learning Environment (NILE) is a dedicated online university learning space for students. Your tutors will use NILE to engage with you, and you will use NILE to access course materials, assessment information, virtual classrooms and discussion boards. Your assessed work will be submitted and graded online, so you will be able to see your grades and feedback wherever you are in the world. The system that underpins NILE is Blackboard and access to this system is through nile.northampton.ac.uk. We also have a mobile app so you can stay connected to the University of Northampton wherever you are; iNorthampton is available for Android and Apple mobile devices.​

Course content

Core learning will be delivered electronically and you will be encouraged to engage with your fellow students and tutors online. Studying online will give you the flexibility to study at your convenience* without the need to travel or physically attend classes, whilst enhancing your employment opportunities. You will be supported throughout the process by our great teaching staff that are professionally qualified and have industry and academic experience to share with you.​

*Modules are delivered within trimester periods so you will need to complete them in specified times.

What you will study

This programme is 30 months in duration. The academic year is split into trimesters. For a September start you will study as follows;

Trimester one – September to December

Trimester two – January to April

Trimester three – May to July​

Year One

Trimester one – September to December

You will study one module; Marketing: Principles and Management​.

Trimester two – January to April

You will study one module; International Marketing Intelligence and Research​.

Trimester three – May to July

You will study one module; The Global Marketing Context​.

Year Two

Trimester four – September to December

You will study one module; International Marketing Strategy​.

Trimester five – January to April

You will study two modules; Strategic Digital Marketing and Dissertation and Research Methods. You will commence work on your Dissertation. ​

Trimester six – May to July

You will study two modules; International Marketing Communications and Dissertation and Research Methods. You will continue work on your Dissertation. ​

Trimester seven – September to December

You will complete your Dissertation.​

February start information available soon.

For further information on course content and modules please refer to our NILE site.

Assessments

A variety of assessments are used including essays, business reports, research papers, case studies, portfolios, presentations and context analysis as well as the dissertation.



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Whether the global economy is flourishing or not, international markets are increasingly part of any marketing strategy. Few businesses can afford to ignore international markets and competitors. Read more

Whether the global economy is flourishing or not, international markets are increasingly part of any marketing strategy. Few businesses can afford to ignore international markets and competitors. This course places particular emphasis on the international dimensions of marketing; on both the need to adapt marketing strategies to international markets, and the practicalities of operating across different country markets.

You will find that our course is theoretically robust with an emphasis on applied critical thinking and analysis. We seek to maximise your opportunity to put marketing theory into practice through the use of live case studies and an online marketing simulation. The varied marketing topics are studied in a range of ways including seminars, tutorials and lectures, case studies etc. Different modules have different teaching and assessment strategies, so some modules are based on individual work and others on a combination of individual and group work.

Throughout the course, extensive use is made of contemporary international marketing problems. As such, the focus of this course is the development of the applied international marketing leaders of tomorrow. On this international marketing route of our Marketing Master’s you will take specialist modules in International Marketing and Strategic Brand Management.

Further specialisation and an opportunity to pursue an area of marketing that interests you or which you are passionate about comes in your choice of project. You have a choice of two routes: Research Route or the Consultancy Route (subject to tutor approval).

We have a great track record of delivering marketing courses here at Huddersfield. In fact, we were the first academic institution to teach a dedicated marketing degree in the whole country. In 2017 we celebrated 50 years of delivering marketing courses at Huddersfield – a fantastic tradition of innovation and educating generations of marketing scholars and practitioners.



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The MA Communication and International Marketing programme equips students with a critical understanding of communication in contemporary international marketing contexts in order to address the market needs of the international business environment. Read more

The MA Communication and International Marketing programme equips students with a critical understanding of communication in contemporary international marketing contexts in order to address the market needs of the international business environment.

The programme comprises six compulsory modules and two optional modules covering a wide range of disciplines. These offer numerous opportunities to apply and develop your skills through practical tasks.

It is ideal for marketing and communications professionals who wish to enhance their profile with a postgraduate qualification; and for graduates of humanities, languages or business disciplines wanting to deepen their insight into marketing across linguistic and cultural boundaries.

Programme structure

This programme is studied full-time over one academic year. It consists of eight taught modules and a dissertation.

Example module listing

The following modules are indicative, reflecting the information available at the time of publication. Please note that not all modules described are compulsory and may be subject to teaching availability and/or student demand.

Educational aims of the programme

The overall purpose of the programme is to:

  • Provide a comprehensive and differentiated understanding of communication and marketing communication
  • Supply the tools enabling students to apply this understanding to the task of addressing the market needs of the international business environment
  • Instil in students the capacity for carrying out advanced supervised research in an area of (Marketing) Communication

In particular, the programme aims to:

  • Develop students’ awareness of the linguistic and cultural differences arising from the (inter)cultural encounter of Anglophone culture(s) with the diverse cultures subject to its influence
  • Sensitize students to linguistic and cultural difference in the construction of everyday and institutional discourse resulting from the increased marketization of private and public services, as well as to the issues and concerns of the rapidly growing media industries
  • Impart the knowledge and skills of communication and marketing necessary to enable students to compete for jobs/research opportunities in fields relevant to their degree (human resource management, advertising, international marketing), as well as PhD opportunities in this area
  • Develop students’ abilities to evaluate and judiciously apply scholarship in Communication

Programme learning outcomes

The programme provides opportunities for students to develop and demonstrate knowledge and understanding, skills, qualities and other attributes in the following areas:

Knowledge and understanding

  • Demonstrate a critical understanding of different types of communication, in particular intercultural, cross-cultural, non-mediated (face-to-face) and mediated (telephone, internet,etc.) communication
  • Demonstrate a critical understanding of models of consensus-generation, agenda-setting, opinion-formation and communicative interaction
  • Demonstrate an awareness of the issues and concerns involved in strategic communication, in marketing communication and intercultural communication
  • Demonstrate a comprehensive knowledge of the strategies and content and methods of the marketing function, both within corporations and as a service industry
  • Demonstrate a comprehensive knowledge of the strategies and processes of social interaction either spoken or written
  • Demonstrate a critical understanding of the role of marketing with particular reference to international case studies
  • Demonstrate an appreciation of the different frames for analysing social interaction to be applied to the research work required for the writing of the MA dissertation (this would involve the collection, analysis and manipulation of data of diverse kinds from a variety of theoretical and methodological perspectives, an awareness of the (dis)advantages of each frame and/or method and, consideration of the ethical issues involved in data collection and storage relative to the (sub) cultures examined)

Intellectual / cognitive skills

  • Demonstrate an ability to create and carry out a project in the field of (non) professional communication of significant complexity
  • Demonstrate an ability to reflect upon the knowledge gained and incorporate this into independent learning strategies
  • Critically appreciate the different frames for analysing social interaction to be applied to the research work required for the writing of the MA dissertation

Professional practical skills

  • Demonstrate an ability to create appropriate strategies for effective communication with members of the same and/or other (sub)cultures
  • Demonstrate the capacity to evaluate communication processes already in place in different contexts and implement marketing communication policies

Key / transferable skills

  • Demonstrate the capacity to work both independently and with others in order to achieve common goals
  • Demonstrate an ability to manage learning self-critically

Global opportunities

We often give our students the opportunity to acquire international experience during their degrees by taking advantage of our exchange agreements with overseas universities.

In addition to the hugely enjoyable and satisfying experience, time spent abroad adds a distinctive element to your CV.



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Our MSc International Marketing Management degree is designed to meet industry demand and is accredited by the Chartered Institute of Marketing (CIM). Read more

Our MSc International Marketing Management degree is designed to meet industry demand and is accredited by the Chartered Institute of Marketing (CIM). The International Marketing Management degree covers domestic and international marketing issues and develops a more creative, flexible and customer-focussed approach.

A postgraduate qualification in international marketing management will enhance your ability to be more creative, flexible and disciplined in your approach to marketing. Additionally, this MSc International Marketing enjoys dual award status with the Chartered Institute of Marketing and students who successfully complete the course with us can, if they wish, go on to take two additional CIM modules and gain the Institute’s PG Professional Diploma.

How to apply

Please visit the website to find out how to apply.



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