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MSc International Marketing Management

Course Description

This programme combines marketing modules with a global focus and an analytical approach, benefiting from a long tradition of research and teaching in marketing and retail at Surrey Business School.


At Surrey Business School, we offer a diverse range of business and management programmes that are fuelled by a common approach: encouraging you to be entrepreneurial and innovative, providing opportunities for you to engage with real-world business problems throughout your programme.

Visit the website http://www.surrey.ac.uk/postgraduate/international-marketing-management


Cultural and national differences pose a range of problems to those organisations who need to market their products and services around the world. This programme is designed for those with an interest in discovering more about these unique challenges – and the associated opportunities – that come with international marketing management.

Our MSc in International Marketing Management will provide you with a comprehensive framework for understanding theories, concepts, issues and applications of marketing in an international and global context. The programme will develop your appreciation of strategies and tactics for international markets, along with their implications, as well as building your understanding of marketing management for multinational and global organisations.

The programme covers a wide range of modules and topics in international business and marketing, as well as modules that develop your skills in business research and analysis. We also offer a range of optional modules that allow you tailor the programme according to your own interests or career aspirations.

Programme structure

The programme comprises seven compulsory modules, one optional module and a dissertation.

Compulsory modules:

Research Methods
International Business Management
International Marketing Management
Accounting and Finance for Business
International Marketing Investigation
Marketing Communications

Optional modules:

Consumer Behaviour
International Retailing
Digital Marketing and Social Media
International Trade
Introduction to Marketing Analytics

Example module content

- Accounting and Finance for Business

This module provides the conceptual foundations for understanding, analysing and interpreting accounting and cost management information. You will learn how to apply accounting principles and financial theory to decision-making in modern business organisations. Module content includes the financial environment, corporate governance and analysis of the prime financial statements.

- Marketing

This module provides a comprehensive framework for understanding marketing. Integrating theoretical concepts and models with practical application, you will explore the contribution that marketing can make to successful businesses. Theory and case studies are used to analyse environmental conditions, marketplace trends, marketing strategy, marketing planning and the growing influence of technology.

- Marketing Communication

You are introduced to the concepts, issues, theory and practice of marketing communications (marcomms) and integrated marketing communications (IMC). This provides an understanding of how marketing communications work in practice, taking into account the context (domestic or international), cultural and market characteristics.

- Research Methods

This module covers the fundamentals of research practice. It introduces the process of research project formulation and the key elements of research design, namely the choice of unit of analysis, measurement, methods of data collection, and data analysis. Ultimately, the module prepares you to design and execute your research study for your dissertation in a systematic and scientific manner.

- International Business Management

The main module content includes drivers and implications of globalisation, the theories of foreign direct investment (FDI), country market evaluation regarding the opportunities and risks brought to multinational enterprises (MNE), institutional home and host country effects on international management, host country effects of FDI, managing human resources across national borders, and managing production and technologies in a global context.

- International Marketing Investigation

This module provides an opportunity to apply the theoretical knowledge acquired during the programme to an international business problem. At the end of the module you should be able to undertake a basic investigation leading to conclusions which are theoretically underpinned and empirically identified from the literature.

- International Marketing Management

This module provides a comprehensive framework for understanding international marketing strategy. It introduces you to the theory, concepts, issues and practice of international marketing. It develops your appreciation of strategies and plans for different economies and of the implications, monitoring and control of the international marketing process.

- International Retailing

Internationalisation is now a very substantive feature of the retail industry, with implications for retail competition, retailer strategy, retail development and supply chain management among other issues. A considerable and growing body of academic and practitioner literature surrounds this issue. It provides a valuable body of knowledge to inform future retail marketing managers and highlights some of the potential complexities and enduring challenges of retailing in an international environment. This module is designed to help you to understand the extent and nature of retail internationalisation and to critically evaluate related theories and conceptualisations.

- Consumer Behaviour

Consumer behaviour is evident in everyday life and knowledge and understanding of this subject is beneficial to marketing and strategy formulation. The module will focus on behavioural concepts, appropriate research techniques and recent research findings to enhance your understanding of how consumers choose products. Recent trends in consumer behaviour applied to services are also incorporated.

- E-Business

This module provides a comprehensive framework for understanding the contextual, strategic and operational issues of e-business. It will also develop your ability to link theory with practice. The module identifies contextual influences and industry developments, mapping various business models and analysing how the electronic platform can transform businesses.

- International Trade

This module considers issues of international trade from theory and policy perspectives. In particular the module considers how these issues affect the behaviour of firms and the relationship between theory, practice and policy. You will acquire a critical overview of the international movement of goods, services, capital, ideas and people, and of the factors affecting the nature, volume, value and direction of such movements.

- Strategy

This module will appeal to you if you are considering a career in business consultancy or in key managerial roles within a broad spectrum of industries. It is intended to provide you with a holistic understanding of the most relevant theoretical approaches to strategy formulation, implementation and control, in the context of either a single-business or a multi-business organisation.

- Digital Marketing and Social Media

This module introduces students to the core principles of digital marketing. New technologies change the way companies interact with consumers. Technological evolution continues apace and marketers are seeking to exploit it in new, creative ways. This module provides a comprehensive framework for understanding the contextual, strategic and operational issues involved in the application of technology to marketing.

- International Retailing

This module will help you to understand the extent and nature of retail internationalisation and to critically evaluate theorisations and conceptualisations applied to the internationalisation of this business sector

- Introduction to Marketing Analytics

Technology advances of the past decade have dramatically enhanced marketers’ means of collecting and analysing data to measure the ROI and effectiveness of their marketing strategies. This module is designed to provide students with an overview of what data is collected, how it can be analysed, and interpreted to guide marketing executives in their strategic decisions. The module focuses on introducing students to key analytical techniques with an emphasis on interpreting results and generating strategic insights for marketing decision making.


Surrey Business School is accredited by the Association to Advance Collegiate Schools of Business (AACSB) (http://aacsb.edu/) and by the Association of MBAs (AMBA) (http://www.mbaworld.com/).

The University of Surrey is a member of the Academy of Marketing.

Find out how to apply here - http://www.surrey.ac.uk/apply/postgraduate

Visit the MSc International Marketing Management 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 usually hold a Bachelors degree (UK 2.1 or above) or equivalent qualification from a recognised British/overseas university in a subject related to this MSc. English language requirements: IELTS minimum overall: 6.5; IELTS minimum by component: 6.0

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