COURSE CURRICULUM

The MSc International Marketing program equips students with the skills and knowledge to navigate the fast-paced and digitally driven global marketplace. Recognising the impact of technological change on business, culture, and politics, the course emphasises the need for international awareness, cross-cultural leadership, and the ability to embrace positive disruption to remain competitive. Students explore the digital landscape in depth, examining areas such as online customer experience, paid and organic search engine marketing, social media and influencer strategies, programmatic marketing, web development, campaign planning, relationship management, and marketing analytics. The curriculum is designed to integrate both theoretical and practical learning through core modules including Principles of International Marketing, Developing Digital Strategies, Innovation and E-Commerce, Cross-Cultural Leadership and Human Capital Management, Customer-Centric Marketing and Strategic Brand Management, and the Postgraduate Integrative Project. Students also build research, analytical, and ethical skills through Postgraduate Study Skills, Research Methods, and Ethics. Assessment combines a range of assignments including literature reviews, research methodologies, analysis, evaluations, and recommendations, alongside a dissertation or major project, which can be tailored to a student’s own organisation or a familiar business context. By completing the program, graduates develop a comprehensive understanding of international marketing strategies, digital innovation, and leadership skills, preparing them to succeed in global, technology-driven business environments.