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MSc in Global Marketing

Course Description


This is a marketing masters specialising in the global business context. It gives students the opportunity to study a range of subjects on topical and exciting marketing areas including Global Marketing, Brand Management, Social and Ethical marketing and Digital Marketing. The course provides students with the academic knowledge and skills to enable them to pursue marketing careers in the global private, public and not for profit sectors.
Research-informed teaching, creative assessments and speakers from industry are special features of this programme. Furthermore the programme puts an emphasis on innovation in global marketing and the areas of sustainability, marketing ethics and the use of social media and internet communication tools in particular.
The staff involved in teaching the course are members of the ‘Centre for Evolution of Global Business and Institutions’, based at The York Management School, a world-leading centre on research in global branding.

Career Development

MSc Global Marketing provides students with the academic knowledge and skills to pursue marketing careers in the international private, public and not for profit sectors.

Teaching Excellence

Research-informed teaching, creative assessments and speakers from industry are special features of this programme, putting emphasis on innovation in global marketing and the areas of sustainability, marketing ethics and the use of social media and internet communication tools.

Course Structure

Term 1
Global Marketing
International Business Strategy
Marketing Research and Analytics in a Global Environment

Term 2
Digital Marketing Strategy
Ethical Marketing and Sustainability
Qualitative Research Methods
One option from:
Brand Management
Marketing Planning for Services

Term 3
Quantitative Methods and Data Analysis


Brief Description of Module Aims

Marketing Research and Analytics in a Global Environment
Aims for students to develop a critical understanding of:
• the value of information, research and analytics, the process involved and techniques which can facilitate the collection, analysis and interpretation of marketing data information.
• the challenges that arise when research is carried out across borders.
• specific new trends in data analysis, such as dealing with "big data" .

Brand Management
Aims for students to develop:
• an understanding of the role of the brand from the perspective of the organisation and society
• the skills to enable assessment of brand opportunities
• appropriate responses, to implement branding decisions, and measure their effectiveness
• the ability to conduct and present work in a manner befitting a professional brand manager

Ethical Marketing and Sustainability
Considers the following issues:
• the role of ethical and social marketing strategies in maintaining a coherent and consistent image of an organization.
• the various tools of SEM and how they can be used to change consumer behaviour and enhance marketing sustainability.
• the opportunities and challenges of implementing ethical and social marketing across national, linguistic and cultural borders.

Global Marketing
Provides students with an understanding of the role of marketing in institutions with global activity. Its aims are:
• to explore the relationship of marketing to other functions of the organisation
• to understand how effective global marketing builds on an understanding of buyer behaviour across countries in order to create value for customers.
• to develop capacity to particularise by doing something very specific that the competition cannot match.
• apply skills to single/multi-business/multi-country operations, analyse how participation in several industries/markets enhances/ undermines the competitiveness of a corporation in each of its businesses.

International Business Strategy
Aims for students to develop a comprehensive understanding of the major issues and problems associated with the formulation/implementation of international business strategies, including:
• key theories on foreign market entry, business strategy, organisational structure, and issues connected to global sourcing.
• look to understand/critique various theories of the multinational enterprise, evaluating key strategic issues facing the MNEs, and exploring inter-relationship between host government policies and multinational company strategies

Qualitative Research Methods
Aims to familiarise students with an understanding of key techniques in qualitative analysis.

Digital Marketing Strategy
Aims at providing students with an introduction to the new and emerging principles of digital marketing, an important part of marketing theory and practice. Specifically it:
• provides students with an understanding of the dynamics/interrelationships between the key marketing variables, in the process of defining/executing effective marketing strategies in a digital context.
• equips students with the capacity to analyse, develop and communicate actionable decisions based on digital marketing theory.
• enable students to offer grounded arguments as part of a digital marketing strategy formation process.

Marketing Planning for Services
Aims to develop students' capacity to learn and engage with:
• the tools of services marketing/management, how they can be used for analysing, planning and implementing for successful service provision.
• the opportunities/challenges of implementing services marketing/management across national, linguistic and cultural borders.

Quantitative Methods and Data Analysis
Covers the statistical ideas and theoretical principles underpinning quantitative data analysis.

The Masters dissertation is a research-based activity conducted by students over a four month period. The dissertation enables the student to develop their ability to initiate, design and implement a substantial research project and write-up its results.

A World-class University Environment

The University of York holds top spots in national and international rankings:
- 1st in UK for best overall University experience according to a survey of international students studying at UK institutions
- 8th in UK/45th worldwide for Research and Research Linkages in U-Mulitrank, the EU ranking of Universities worldwide
- 11th in The Times/Sunday Times University League Table 2014.
- Top 100 in The Times Higher Education World University Rankings 2013-14.
The University is a member of the prestigious Russell Group of leading UK universities, which are committed to maintaining the very best research, an outstanding teaching and learning experience and unrivalled links with business and the public sector. Our aim is to develop intellectual, entrepreneurial and highly employable graduates in a world class university environment renowned for its friendly and inclusive atmosphere.

Visit the MSc in Global Marketing page on the University of York website for more details!

(Student Profile)

Aimie Ridsdale

"I applied to the York Management School after careful planning and consideration about my future career. York was the only university that was offering a truly wide range of modules combined with staff expertise encompassing not only academic but also practitioner experience. I was especially interested in the module on the particularly topical area of Social and Ethical Marketing, which I had not come across in other Universities I considered before making my decision. Having studied at York for my undergraduate degree, I knew York had a great support system for students as well as a variety of non-academic activities on offer. The course is a fantastic experience and has opened my eyes to the issues surrounding current marketing strategies, through working on detailed, 'real-life' case studies. I fully recommend the course as the academics are very supportive and always willing to give extra help when asked. One of the most positive aspects about the course, I feel, is that once I have graduated I will be fully prepared to apply for both marketing with companies as well as for a PhD."

(Student Profile)

Melissa East

"I was initially attracted to the University of York because of its incredible international reputation for excellence. However once I visited the Management School I knew this was the perfect place for me. Both professors and staff were approachable , friendly and highly professional, each one showing genuine interest in me and what I wanted to achieve. As an international student in York I am amazed at just how much the city has to offer. There is so much to see and do and it is hard to imagine learning in a more idyllic environment. The Global Marketing MSc provides the knowledge and understanding you need for an exciting and rewarding future career in marketing. The course offers an extensive range of highly relevant modules including brand management, digital marketing and social and ethical marketing. Additionally, the diversity of student backgrounds always makes for interesting class discussions and viewpoints."

(Student Profile)

Adam Gajczewski

"I chose York because of its great reputation as a top university. Moreover, the new masters programme (Global Marketing) seemed to be very attractive to me due to my passion for this area of study. My expectations were fully met, as I have broadened both my knowledge and skills. Academic staff all show great interest in the topics they are teaching and encourage students to raise questions, to get involved in discussions, and inspire creativity. Studying here, as an international student, was very pleasant, thanks to a supporting and welcoming environment."

(Student Profile)

Siyu Chen

"My decision to study for an MSc in Global Marketing at York University was determined both by the excellent reputation of the University of York as well as the beauty of the city. Fortunately, my experience this year has proven that my choice was right on both levels. First of all, the academics involved in the course are very nice and helpful. They are very good not only at conveying theory but also at supporting students by involving us in a variety of group discussions and role plays. Secondly, our cohort is a really diverse group composed of students from the UK as well as countries in Europe, Africa, and Asia. Such diversity has led to exciting and surprising exchanges of views in class and helped – I think us all – to broaden our horizons. Finally, and in terms of non-academic activities, I think students at York are spoilt for choice, as the Student Union is constantly organising trips and activities for us to engage in during our spare time."


The York Management School Scholarship Scheme - No. of awards TBC

There are a number of department scholarships worth £5,000 each, a sum subtracted from the total tuition fee payable to the university. In addition we offer a small number of travel bursaries of £1,500 each. The awards are open to Home, EU and Overseas applicants. All Master offer holders are invited to apply. For more information visit our website pages: • http://www.york.ac.uk/management/taught-masters/scholarships/• http://www.york.ac.uk/study/postgraduate/fees-funding/taught/uk-eu-funding/

Value of Scholarship(s)



The awards are open to Home, EU and Overseas applicants.

Application Procedure

Please visit the website pages for more details

Entry Requirements

Applicants should have a good first degree (2:1 or equivalent) in any subject. Please note that preference may be given to students with some prior study of marketing and/or business management. However students with a 2:2 degree can compensate for their degree classification if they have had two or more years work experience in a relevant role. For students whose first language is not English, we normally require evidence of English language ability.

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