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International Marketing Management MSc

Course Description

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).

Visit the International Marketing Management MSc page on the University of Surrey website for more details!

(Student Profile)

Nikolaos Drakatos

Why did you choose to study at Surrey?

The University of Surrey has a great reputation for its management and hospitality courses. It started climbing up the ladder of the UK rankings and I felt that its building reputation, young but also experienced staff, and the depth of the courses would assist me in mapping my career path. I wasn’t disappointed.

How has your degree helped in your career?

The most interesting part of my degree was the fact that we had the chance to get involved in projects that exposed you to real-life examples and situations. The level of engagement and research required in shaping actual business plans and analyzing company earnings and IPOs, has enabled me in understanding how the business world works. Due to the nature of my course, I also developed a more creative and outside-of-the-box mindset that has helped me excel in entrepreneurial development.

What advice would you give to students looking to work in your sector?

Marketing bound with technology is the hottest trend at the moment. You need to love what you do and be prepared to wear many hats as there is never a strict line on what you need to deliver in such a fast-paced environment.

Marketing is a big umbrella of smaller, but equally important, activities. Much more in the digital world. You will need to focus on what you love the most in marketing without limiting your knowledge and abilities to other areas. Whichever line of marketing you choose, you will be required to develop project management, communication, creative, sales, financial and analytical skills.

Education will give you the fundamentals to acquire the desired skills, but experience will become your most important asset. Make sure you expose yourself to various organizational functions, gain experience by working on smaller but actual projects on which you will be expected to provide results, and apply the fundamentals you’ve learned; everything in the end ties back to the basics. But most importantly, feel passionate about what you do.

(Student Profile)

Faye Gao

What attracted you to choose Surrey and to study your course here?

At the time I had just graduated from my undergraduate degree in Economics. I was contemplating on whether to go to grad school straight after or look for a job first then do my MBA in a few years. Although my preference was to get an MBA, the pressure from my family became the motor for my decision to pursue a Masters degree.

The decision to apply to Surrey became clear when I saw the wide range of Masters programmes. The programmes Surrey offered were a lot more contemporary and innovative and, knowing that Marketing was my choice, it was not difficult to make the decision to accept the offer.

However, beyond that, after reviewing the geographic location of Surrey and coming to find out that it is within 35 minutes from central London, I knew I would be able to study in a serene environment during weekdays and still have the convenience to explore the busy capital on weekends.

What is your strongest memory of your time at Surrey – what do you picture first when you think of being here?

Surrey is not a university that a single image can illustrate. My Surrey experience truly has been an amalgamation of all the little moments and details; from the lecture halls to the library where we hung out and coughed out our dissertations, Chancellors bar and Young’s kitchen where we shared our diet pet peeves, open mic night for the music lovers and Rubix club for the party animals, not to mention the beautiful lake.

The list goes on and on but it is truly something to be felt, lived and experienced for one to grasp the meaning.

What is the one thing you would say about Surrey, or the course you studied, to someone who doesn’t know anything about it?

Surrey is definitely one of the top universities in the UK. It offers a diverse range of programmes that are not offered elsewhere. I studied International Marketing Management and found that the professors were helpful. You can choose to read more and research more to further elaborate on the course materials or simply fulfill your requirements as a student. The choice is yours whilst the resources are provided.


Discounts for Surrey graduates - No. of awards TBC

If you are a self-funded UK, EU or international student who has studied for an undergraduate degree at the University of Surrey campus in Guildford, you could be eligible for a ten per cent discount on our taught postgraduate Masters programme fees. This scheme is for applicable to Postgraduate Taught entry students only and is reviewed annually.Students who graduated in 2013 are eligible, as well as alumni from previous years, on receipt of evidence of the award from Surrey and where we can identify that you actually studied in Guildford. Students from SII-DUFE are eligible for this scheme.Associated Institution students are not eligible. Not available to modular self-pacing students.

Value of Scholarship(s)

10% tuition fee discount


If you are a self-funded UK, EU or international student who has studied for an undergraduate degree at the University of Surrey campus in Guildford

Application Procedure

If you have any enquiries regarding this matter please contact the Student Fees and Funding Office on [email protected]

Further Information


Entry Requirements

Applicants should normally hold either a 2.1 Bachelors degree or an equivalent qualification from a British or overseas university. Alternatively, applicants could have a 2.2 Bachelors degree (or an equivalent qualification from a British or overseas university) and a minimum 12 months relevant full time work experience (internships and placements are not accepted).  
However, all applicants are considered on an individual basis and additional qualifications, and professional qualifications and experience will also be taken into account when considering applications.

Last Updated

15 August 2017

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