MSc International Strategic Marketing

Program Overview

The program develops independent and strategic thinking, enhances critical analytical skills, and prepares graduates to effectively manage marketing efforts within the context of international business. With a focus on contemporary marketing trends and a strong faculty with industry connections, the program provides a solid foundation for a successful career in global marketing.

Program Outline

Master of Science (MSc) in International Strategic Marketing

• Develop independent and strategic thinking in marketing.
• Enhance critical analytical and evaluative skills.
• Equip graduates with the ability to effectively manage marketing efforts within the context of international business.
• Foster appreciation of relevant theories and methodologies drawn from across the marketing discipline.
• Provide thorough understanding of the opportunities and requirements of international strategic marketing in a dynamic, networked, and culturally diverse economic landscape.
• Build on existing marketing knowledge and develop analytical and interpretive skills.
• Enable integration of marketing with other management functions such as finance and human resources.
• Equip graduates to make informed marketing strategy decisions.

Program Description:

The MSc in International Strategic Marketing provides students with a comprehensive and in-depth understanding of the theoretical and practical aspects of marketing in an international context. The program equips graduates with the knowledge, skills, and analytical tools necessary to excel in a variety of marketing roles within international businesses. The program curriculum covers a wide range of topics, including:

• Global business environment
• Global consumer behaviour
• International marketing ethics
• International services marketing
• International strategic management
• Managing across cultures and comparative management
• Marketing communications strategies and tactics
• Marketing research
• Strategic marketing management

Additional Features:

• Networking and industry connections through guest lectures, workshops, and employer events.
• Instruction from faculty with expertise in brand management, consumer behaviour, services marketing, and ethics with a strong focus on digital platforms.
• Ranked among the top 60 Master’s programs in marketing worldwide by QS.
• Individualised skills development program to enhance graduate employability.

Outline:

Program Structure:

The MSc in International Strategic Marketing is a one-year full-time program. It consists of:

• Nine Core Courses: These courses provide students with a foundation in the key principles and concepts of international marketing.
• Three Optional Courses: Students can choose from a variety of elective courses to tailor the program to their specific interests and career goals.
• Dissertation: The dissertation is a substantial research project that allows students to apply their learning to a real-world marketing issue.

Course Schedule:

The course schedule varies each year, but typically includes a combination of lectures, seminars, workshops, and guest speakers.

Modules:

• Global Business Environment: This course provides an overview of the global business environment, including the impact of globalization on businesses and marketing strategies.
• Global Consumer Behaviour: This course examines the factors that influence consumer behavior in different countries, including cultural, economic, and social factors.
• Global Perspectives in Marketing Ethics: This course explores ethical issues in international marketing, such as cultural sensitivity, environmental responsibility, and consumer protection.
• International Strategic Management: This course provides a framework for analyzing and developing international business strategies.
• Managing Across Cultures and Comparative Management: This course explores the challenges of managing in a multicultural environment.
• Marketing Research: This course teaches students the principles and methods of conducting market research.
• Strategic Marketing Management: This course examines the development and implementation of marketing strategies for international businesses.
• Optional Courses: A selection of optional courses are offered each year, which may include topics such as:
• DIGITAL MARKETING STRATEGY (SPECIALIST)
• EXPORT MARKETING
• MARKETING AND EMERGING MARKETS
• RETAIL MARKETING
• STRATEGIC MARKETING CONSULTANCY

Assessment Methods and Criteria:

Assessment methods vary depending on the individual module. Typical assessment methods include essays, exams, presentations, case studies, and group work. Assessment criteria are designed to evaluate students' knowledge, understanding, and application of marketing concepts.

Teaching Methods and Faculty:

Teaching methods include lectures, seminars, workshops, and guest speakers. The program is taught by a team of experienced and internationally renowned marketing academics with strong industry connections.

Careers:

Graduates of the MSc in International Strategic Marketing have gone on to work in a variety of marketing roles in companies of all sizes around the world. Some common career paths include:

• Brand Management
• Advertising and Public Relations
• Marketing Research and Analytics
• Marketing Consultancy
• Digital Marketing
• International Business
The Adam Smith Business School offers a dedicated careers and employability team that provides support and advice to help students achieve their career goals.

Other:

• The MSc in International Strategic Marketing is designed for students who want to develop a strong understanding of international marketing and gain the skills and knowledge necessary to succeed in a globalized business environment.
• The program is particularly relevant for students who are interested in pursuing a career in international business or marketing.
• The program is offered at the Gilmorehill campus in Glasgow.
• The Euro-Asian MBA-MSc program is a partnership with Universiti Sains Malaysia (USM) that provides students with the opportunity to study at both the University of Glasgow and USM.
• The program also includes a minimum of one-month work placement with industry partners in Malaysia.
• The deadline for applications to the MSc in International Strategic Marketing is August 15th for international applicants and August 16th for home (UK) applicants.
• A £2,000 deposit is required for international and EU applicants within four weeks of an offer being made.
• The program offers a range of scholarships and funding opportunities to help students with the costs of tuition and living expenses.
• The University of Glasgow is a member of the Russell Group of research-intensive universities in the UK.
• The University of Glasgow is committed to providing a high-quality and stimulating learning environment for all students.
• The University of Glasgow is located in the city of Glasgow, Scotland.
• Glasgow is a vibrant and cosmopolitan city with a strong cultural and sporting heritage.

Summary

The MSc in International Strategic Marketing at the University of Glasgow is a comprehensive and well-regarded program that provides students with the knowledge, skills, and experience needed to succeed in the global marketing field. The program's strong faculty, diverse curriculum, and career-focused approach make it an excellent option for students looking to launch a successful career in international marketing.

MSc: 12 months full-time Glasgow: Gilmorehill campus MSc: 12 months full-time Tuition fees for 2024-25 MSc UK Full-time fee: £15000 International & EU Full-time fee: £30240 Fees for MBA-MSc Euro-Asian programmes delivered in collaboration with Universiti Sains Malaysia and Institut Teknologi Bandung (ITB) are listed separately on the MBA-MSc Euro-Asian drop-down tab above. Deposits International and EU applicants are required to pay a deposit of £2000 within four weeks of an offer being made.