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This one year, full time programme is designed for recent graduates or established executives who are seeking to acquire new skills or to supplement their current skills.
Our MSc in International Marketing reflects the increasingly technologically innovative nature of contemporary marketing practice in both private and public sectors of world economies.
The programme produces graduates with a sound grasp of marketing principles and practice, with emphasis on marketing relationships in the international environment. Students receive high level training in the skills of international marketing to be applied for the benefit of their own organisation, employers and their national economies. The vocational element of the course is matched by a strong academic and theoretical base, enabling students to proceed to further academic study where appropriate.
The course features a choice of up to twenty 'elective' subjects, many with international dimensions, reflecting the current diversity in global marketing practice.
Built into the course are many value added features such as opportunities for real-life learning through our live industry project, "Marketing Works", high calibre industry collaboration, research excellence and skills based teaching.
Students come from as many as 20 different countries to participate in this course, providing a rich cultural experience for all participants. It is a course which is genuinely international in orientation, prides itself in the highest of teaching standards and reflects the vibrant nature of international marketing.
The course offers a comprehensive introduction to all aspects of International Marketing.
The programme is fast paced, intensive and varied. The first semester of the MSc International Marketing is dedicated to the study of five core modules, designed to provide you with a rigorous introduction to the complex nature of marketing in a global context.
Semester 1
Core ModulesCore 1 Cross Cultural Buyer Behaviour
This class considers the influence of culture on consumer behaviour. An understanding and empathy with different cultures is important for any international marketing strategy and is fundamental to the marketing process. The main theories relating to cross cultural consumer behaviour are explored in this class.
Core 2 International Marketing Planning & Control
This Class focuses on the theoretical principles of strategic marketing in an international context and the strategic decision-making process. It emphasises the need for continuous monitoring, analysis and interpretation of relevant information, which typically affects strategic marketing decisions in both home and international markets.
Core 3 International Marketing Strategies & Management
This class provides students with an understanding of the strategies for entering, developing and managing international marketing operations. It discusses the modes of foreign market engagement available to firms, small, medium and large and the implications of decisions relating to the costs, risks and the outcomes of a firms international expansion.
Core 4 International Marketing Research
This class takes students with previous business experience to the point when they can plan, execute and evaluate research across cultures, marketing environments and competitors. An understanding of the importance of marketing research, the research process and the approaches/techniques used is investigated and looked at within the context of customer and market information.
The fifth core class, Key Skills, runs over semester 1 and 2
This class covers the skills associated with academic writing needed to complete the programme as well as developing the potential of students to become senior business managers working in global markets. This includes the ability to think critically and solve complex problems logically, to work in teams and to communicate effectively.
Semester 2
Core Module Dissertation Skills
This core class is designed to prepare students for their forthcoming dissertation, providing a grounding from which students can undertake and then write up their own primary research. Each of the components of a successful dissertation is covered including the Research Proposal which must be passed before progressing to dissertation stage.
Elective Modules
In the second semester, students take the opportunity to choose four subjects from a wide range of topics tailored to individual interests and career pathways. The breadth of choice reflects the Department's extensive teaching expertise and research interests. Students with a specific interest in Customer Management can decide to graduate with a more specialised degree. To pursue this option, students must select at least two modules with a Customer Management focus.
Industry Project: Marketing Works
One of the most popular features of the programme is a real-life marketing project. Students have the opportunity, in the second semester, to act as marketing consultants to organisations on marketing projects. This experiential learning allows students to implement the theoretical elements of the programme in dynamic and innovative ways operating in multicultural teams. The projects provide students with a unique opportunity to work with key decision makers in organisations to address a specific client brief. This work experience develops valuable transferrable skills and increases the students employability.
In recent years, projects have been carried out for local, national and international companies as well as not for profit organisations. The organisation size ranges from small family-sized businesses to multi-nationals.
Dissertation
The dissertation project provides an opportunity to study, in depth, a specific international marketing issue in an area of personal interest. Dissertations typically involve writing an extensive literature review, followed by small scale primary research. This provides scope for originality of thought, research fieldwork and analysis and presentation of results. A good quality dissertation can be used by students to focus on a specific career path and provide a level of knowledge useful in an employment interview situation. An excellent dissertation is one of the criteria required for students considering undertaking study at doctoral level.
Students failing to achieve the level of coursework required for submission of a dissertation may be eligible for the award of Postgraduate Diploma.
Learning Assessment
Assessment methods vary between core and elective classes. Assessment for core classes is normally one three hour examination worth 60% and an assignment worth 40%. Elective classes have no examination and are assessed using individual assignments worth 100%.
Teaching Support Package
A comprehensive support package is provided to enhance student experience and learning. This includes:
* A package of essential texts for core classes
* The Financial Times daily during term time
* Departmental social and sporting events for all students in the Masters programmes
* Bespoke career advice
* A dedicated computer lab for Masters students containing the latest in PC technology
* Seminar rooms used exclusively by Masters students in the Department of Marketing
* A Departmental postgraduate seminar series specifically designed to complement employability and personal development
* Invitations to participate in cross-faculty seminars and Spring School
* Extensive industry engagement via local and international guest speakers and company visits
* A residential off-campus team building and leadership development programme early in semester 1
* A student/staff consultative committee providing an effective mechanism for student feedback throughout the year
* The opportunity to provide specific feedback on individual modules and programme components
* The University also provides a comprehensive range of social and sporting activities, clubs, learning support and student services
Accreditation
There are three international accrediting bodies for business schools. These are :
* AACSB International - the Association to Advance Collegiate Schools of Business, based in the USA
* EQUIS - the quality assurance scheme run by the European Foundation for Management Development (efmd) and based in Brussels
* AMBA - the Association of MBAs, based in the UK
To achieve accreditation by one of these bodies is an achievement in itself. To achieve accreditation by all three bodies is a truly outstanding accomplishment and one to be proud of.
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