Course summary

Businesses with global ambition are actively looking for internationally minded marketing professionals. Available for full- or part-time study, this course will give your career an edge by teaching you valuable core marketing techniques and a broad range of business skills which you can use in different contexts and countries. You do not need to have previously studied marketing and if you’re already working you can study flexibly around your commitments. A celebrity influencer posting on Instagram… Finding and using the latest research to inform and justify decisions... The best way to promote a comedy show at the Edinburgh Fringe… The organisational structure of a multinational business… These may seem unrelated, but they are all vital tools in the skills armoury of a modern international marketing professional. Exactly why and how these tools are related – and why that is important – is just one element of the insights that you will gain on this employability-focused course. A global perspective, theoretical and practical knowledge, and transferrable business skills – if you have those in your professional marketer’s kitbag then you can expect a rewarding and stimulating career. We have designed this course to equip you with just such an international skillset. It is suitable for both those who have an undergraduate degree in business seeking to deepen their understanding of marketing and those with a degree in another discipline seeking to develop marketing and related skills. Today’s marketers must be comfortable in the traditional channels of promotion and distribution and, increasingly, digital channels. Customer engagement with social media is also a critical issue, with brand loyalty no longer simply related to marketing spend. Marketers have to understand and respond to pressures from both the external environment, which increasingly requires a global perspective, and from inside the organisation. Marketing is certainly no longer just the province of big manufacturing and service brands – it is also crucial to public sector, charity and social enterprise organisations. Marketing techniques are used not only as persuasive tools to encourage consumer purchases, but also to influence and change behaviour more generally, as for example in campaigns to promote health and fitness. By encouraging you to become critically reflective, the course will develop your knowledge of the contemporary issues affecting marketing management, while equipping you with the practical skills that are essential for developing a career in the field. During the course, as well as learning a range of key marketing skills, you will have the opportunity to engage in real-life marketing consultancy agreed between you, a client and tutors at QMU. This practical experience in a marketing context will further your learning and enable you to apply your theoretical knowledge in effective commercial action.