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Course content

This specialist programme will provide you with a detailed understanding of contemporary marketing principles, techniques and trends from an international perspective and will promote an appreciation of how these are utilised in strategic marketing planning.

Why this programme

◾You will develop the ability to analyse, evaluate and manage market opportunities within an international context and prepare for a career in both large and smaller enterprises.
◾You will foster a critical appreciation of relevant theoretical, methodological and technical source material from across the marketing discipline.


◾You will gain analytical and interpretive skills, which will enable you to integrate these with essential marketing management skills, relating to other management functions.
◾You will have the opportunity to attend networking events and guest speaker lectures by business leaders. Previous speakers have included the head of Amazon UK, Microsoft Scotland, and senior managers from a range of industries.
◾You will be taught by staff who have particular strengths in the areas of ethics, brand management, and services marketing, with a strong focus on digital platforms for some.

Programme structure

You will take nine core and three optional courses, followed by a substantial independent piece of work. Reflecting, evaluating and presenting are commonplace and facilitated at every stage by simulations, real life case studies and scenario investigations. You will also be given the opportunity to pursue in-company projects and business simulations.

Core courses
◾Consumer behaviour
◾Global business environment
◾International strategic management
◾Managing across cultures and comparative management
◾Marketing communications
◾Marketing ethics and society
◾Marketing planning and decision making
◾Services marketing
◾Strategic marketing management.

Sample optional courses
◾Analytical problems in marketing futurecast
◾Business simulation
◾Export marketing
◾E-Marketing strategy
◾International brand management
◾Internationalisation of SMEs
◾Marketing research
◾Retail marketing
◾Sales management and techniques
◾Strategic marketing consultancy.

Career prospects

This programme emphasises reflective learning, active participation, and the development of interpretive, evaluative and problem-solving abilities which provide benefits for employers and enhance the career prospects of our graduates. You will participate in career development sessions involving essay and exam answering workshops, CV writing sessions, interview simulations, careers advice shops and job market analysis meetings. Many students have taken fast track routes to senior positions such as marketing managers, group brand managers, marketing research executives and account managers. Some international companies which have appointed our graduates include Siemens, Citigroup, and Procter & Gamble.

Our dedicated College of Social Sciences Employability Officer works with students to enhance their employability

Visit the International Strategic Marketing - MSc page on the University of Glasgow website for more details!

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