MSc International Marketing

Quick Facts

Campus: London
Duration: 1 Year (Full-time) or 2 years (Part-time)
Available Starts: September, January, May

 Over the course of your MBA, you will study a total of 9 modules. See below for the modules which you will study.

International Leadership and Entrepreneurship

This module will explore the complex global environment in which organisations operate, requiring leaders in all sectors to act as entrepreneurs rather than traditional managers. The module will consider how technology has created a new dynamic of unpredictable volatility in the world from business innovation to political and cultural change, requiring leaders to develop an increased international awareness and an ability to lead across international, cultural and ideological boundaries.

The module will consider a variety of theories and concepts relating to the increasing need for entrepreneurial leaders to embrace positive disruption and ‘chaos’ in the marketplace in order to innovate and remain competitive and relevant in a complex environment.  As organisations need to be increasingly adaptive in order to survive and thrive the module will address the pressing issue of how organisations become institutionally flexible and opportunistic, whilst simultaneously maintaining structural and strategic coherence.

International Marketing, Innovation and E-Commerce

This module will provide all students, whether they have studied marketing previously or not, with the knowledge on which to build their International Marketing postgraduate studies. The module will begin with a historical background of the development of marketing; the traditional marketing mix, marketing strategy and an external environmental analysis. The targeting of customers in an international context is emphasised alongside strategies for successful market entry into international markets.

The innovation and e-commerce elements will be covered through the consideration of digital marketing and the application of relevant marketing techniques in the modern world.

Digital Marketing

No postgraduate degree in marketing is complete without a digital marketing module. This module will cover the following areas:

  • The digital landscape
  • The digital consumer and the digital population
  • Delivering the online customer experience
  • Paid and Organic Search Engine Marketing
  • Web Development – Architecture, Design, Optimisation
  • Mobile and Email
  • Social media and influencer marketing
  • Persuasive content
  • Online advertising and programmatic marketing
  • The components of a digital marketing strategy and campaign planning
  • Relationship marketing using digital platforms
  • Evaluating performance through Analytics

Understanding the Global Customer

The purpose of this module is to assist students in the adoption of an evidence-based approach to the analysis and evaluation of customer decision-making processes. In this context, the word “customer” refers to both individuals (consumers) and organisations.

This module provides the foundation for further marketing studies in doctoral and post-doctoral studies of customer behaviour. There is a great opportunity to develop key analysis and evaluation skills for studying and understanding the global customer.

Students will also be able to apply the lessons learnt from this analysis and evaluation to distil the key issues that organisations need to focus on when developing new products and markets.

Brand Psychology

This exciting module will focus on the psychology of Brand Management. A range of brand concepts will be delivered including, Brand Equity, Brand Strategy, Brand Personality and Brand Loyalty.

Brand Launch and Metrics, Brand Architecture and New Product Development and the Vision, Values, and Identity of brands will also be covered.

Perception and Associations, Involvement and Emotions, Identity and the Social Psychology of Brands and Ethical and Social Brands will all form part of the content of this module.

Strategic Management in a Global Context

This module focuses on the leadership and management of start-up and small and medium-sized enterprises, mature and multi-national enterprises, multi-divisional businesses; multi-industry, multicultural organisations, and the complexities of achieving and sustaining an international competitive advantage.

The overarching goal of the module is to allow students to demonstrate their capacity to develop and execute organisational strategies in an actual simulated business game. Participating, within teams, the Business Strategy Game will assist students to achieve the following:

  • Develop an understanding of the fundamental concepts in strategic management: the role of directors and the senior management team in implementing strategy; the levels and components of strategy, competitive analysis, and the evolution of organisations over time.
  • Develop the ability to analyse the competitive environment facing a firm, assess the attractiveness of the industry and isolate potential sources of competitive advantage and disadvantage.
  • Develop an understanding of the nature of international strategic competitiveness.
  • Develop business-level strategies by defining the type of advantage sought, the scope of operations and activities required to deliver the chosen strategy. Assess the likely sustainability of organisations strategies and competitive positions.
  • Develop a sustainability framework within which business strategies can operate; including using sustainability as a source of competitive advantage
  • Develop courses of actions that incorporate the actions of multiple stakeholders in the marketplace.
  • Outline and evaluate the ethical and corporate responsibility of the enterprise.

Research Methods and Ethics

The Research Methods and Ethics Module provides a change of pace in Trimester 2. It is intended primarily as a training course to prepare students for the independent research work they must undertake for their Major Project in Trimester 3.

The module aims to demonstrate the strengths of relevant research methodologies and provides the opportunity for students to enhance the skills needed to analyse pertinent primary and secondary sources, as well as the evaluation and review of academic literature. The module also aims to introduce students to a wide range of potential sources of business information, including over 200 databases of secondary data provided by the University.

By the end of this module, the student will be able to make informed choices about a feasible topic for their research, and right kind of methodological approach. These choices will be explained and justified in the summative assessment for this module, which is a 2,500-word research proposal. Students will also be supported in the completion of their Research Ethics Applications, which must be approved by the University before they can start their own research projects.

The aim of this module above all is to ensure that students begin their own research projects in Trimester 3 with a head start – this has been greatly appreciated by the existing MBA students who have taken this module.

Strategic Marketing and New Venture Development

A key theme throughout the MSc Marketing degree is entrepreneurship. This module, as said in the title, is designed to help students to develop a strategic marketing strategy for new ventures.

Students will be required to prepare an in-depth strategic marketing plan for a new business of their choice. This will be a practical, creative and innovative process. Students will also be required to consider methods of fund raising for their new business venture including: seed capital from angel investors; venture capital enterprises, Venture Capital Trusts (using Seed Enterprise and Investment Schemes).

Postgraduate Major Project

All students will be required to successfully complete the Postgraduate Major Project. Subject to the student’s preference and professional context this may take the form of a Work-Based Project/Consultancy Report or a Dissertation

This module is the culmination of knowledge and skills learnt throughout the course.  Students will be required to write a 12,000-word academic piece of work that will include a literature review, methodology, analysis, interpretation and evaluation of research, and conclusions and recommendations.

Students can choose their own title and subject area.  They will be assisted and supported throughout the module by a supervisor of their choice.