COURSE CURRICULUM

The MSc Marketing (International Marketing) curriculum is designed to build advanced expertise in global marketing strategy, consumer behaviour, and international business environments. The programme includes core modules such as International Marketing, Global Brand Management, Marketing Strategy, and Consumer Behaviour, which help students understand how organisations design, implement, and evaluate marketing strategies across different countries and cultures. Students develop skills in analysing international markets, identifying growth opportunities, and adapting marketing approaches to diverse cultural, economic, and regulatory contexts. A strong emphasis is placed on digital marketing and data-driven decision-making, with modules such as Digital Marketing Analytics and Market Research Methods enabling students to interpret data and apply insights to real-world marketing challenges. The curriculum also explores the complexities of global trade and the impact of digital transformation on international marketing practices. Optional modules allow students to specialise in areas such as AI and Data Analytics in Business, Sustainability in Marketing, Brand Communications, Digital Transformation, and Global Consumer Insights, offering flexibility to align studies with career goals. The programme concludes with a dissertation or applied marketing project, where students conduct independent research on a real-world international marketing issue. Overall, the curriculum integrates theory, analytics, and practical application, preparing graduates for careers in international marketing, brand management, consultancy, market research, and digital marketing roles within global organisations.