COURSE CURRICULUM

The MSc International Marketing with Professional Practice at Queen Margaret University combines advanced marketing education with practical industry experience to prepare students for successful careers in global marketing and business. The programme begins with Contemporary Issues in Business and Society, introducing postgraduate study skills while examining international management and the role of businesses in achieving the United Nations Sustainable Development Goals. The International Marketing module develops a critical understanding of marketing theories and practices within diverse international contexts and is accredited by the Chartered Institute of Management Accountants. Digital Communications provides practical and theoretical knowledge of digital strategy, social media, search engine optimisation, content marketing, web analytics, and emerging technologies that shape modern communications and business practices. Consumer Behaviour and Global Branding explores how consumer behaviour influences branding strategies, examining cultural, psychological, social, and economic factors that affect brand identity and global marketing approaches. Data Analytics for Management Decision-Making equips students with the ability to collect, process, and analyse data to support effective business decisions. Marketing Innovation and Campaign Management focuses on product and service innovation, entrepreneurial thinking, and the development of creative and effective marketing campaigns that differentiate organisations in competitive markets. Strategic Management develops skills in analysing organisational environments and making long-term strategic decisions, while Research Methods: Problems and Solutions builds research and problem-solving abilities that are valuable in both academic and professional contexts. A key feature of the programme is the 60-credit Professional Practice Internship, where students gain real-world experience in a chosen career area with support from internship specialists and industry partners. Following the internship, students complete a 12,000-word Dissertation, undertaking an independent research project on a marketing-related topic of their choice. This combination of academic study, research, and practical experience ensures that graduates develop strong analytical, strategic, and professional skills, preparing them for careers in international marketing, digital communications, branding, consultancy, and marketing management across a wide range of industries and organisations.