COURSE CURRICULUM

The International Marketing Management MSc provides a comprehensive curriculum designed to develop the skills and knowledge required for a successful career in global marketing. The compulsory modules cover essential areas including marketing communications, cross-cultural consumer psychology, global marketing, marketing strategy, global and digital services, and global distribution and supply chains, equipping students with both theoretical understanding and practical insights into international marketing practice. Research methods are integrated to ensure students can rigorously analyse marketing challenges, while The Global Marketing Professional module prepares them for the professional demands of the field. The dissertation, whether academic or applied, allows students to undertake in-depth research, applying learned concepts to real-world marketing problems. Optional modules offer flexibility to tailor the course to individual career goals, including marketing analytics, brand management, corporate social responsibility, digital and interactive marketing, social media marketing, public relations, persuasive writing, sales promotion, sponsorship, and change management. Learning is enhanced through a combination of lectures, case studies, industry projects, and guest lectures, ensuring students gain exposure to current marketing trends and practices. Studying alongside an international cohort fosters cross-cultural collaboration, preparing graduates to operate effectively in diverse global markets. By completing this program, students are equipped with the strategic, analytical, and practical skills needed to excel in international marketing roles across multiple sectors.