Course summary

By studying MSc International Marketing Management, you will explore a variety of topics related to international marketing and marketing management. You will have the chance to develop many transferable skills, which should prove useful for the workplace, such as producing a situation analysis for a client, pitching a campaign, producing and critiquing a concept map and completing simulated exercises. The course offers you the opportunity to develop your critical understanding, interpretation and application of data and the implications this has on marketing decision making and budget planning. You will investigate how marketing managers can gain insight from analysing key marketing metrics, as well as examining how measurement techniques, closely linked to marketing objectives, can be employed to understand the effectiveness of marketing activities. Business acumen will be tested through a range of innovative assessments. For example, you may be required to complete a brand manual for a client and critically examine and apply the marketing planning framework to develop both the operational and strategic focus for organisational strategy. Utilising a marketing simulation game, the course will give you the chance to construct and implement a strategic marketing plan. Additionally, you will examine consumer behaviour, which we believe is key to understanding global consumer behaviour, one of the factors that underpins many marketing activities, service provision, digital choices and policy formulation. The course’s assessment strategy also offers you the opportunity to apply for an industry-based internship* or conduct research as part of the Project module. Please note that we are unable to guarantee any internship and that such an opportunity may be subject to additional costs (e.g. travel, visas and accommodation etc.) competitive application, availability, and/or meeting any applicable visa requirements.