International Marketing - MSc

Program Overview

The MSc International Marketing program, dual-accredited by the Chartered Institute of Marketing, equips students with contemporary marketing skills to navigate global challenges. Utilizing a practical approach, the program emphasizes the application of theoretical frameworks to real-world scenarios. Graduates are well-prepared for middle to top management positions in diverse organizations, including those with international operations.

Program Outline

Degree Overview:

This MSc International Marketing program, accredited by the Chartered Institute of Marketing (CIM), delves into contemporary global marketing challenges and equips students with the necessary skills to excel in this dynamic field. It emphasizes applying theoretical frameworks and principles to practical work environments.

Objectives:

• To enhance students' awareness of the complex, dynamic, and sometimes hostile international business environment.
• To enable students to apply theoretical frameworks and principles to the practical work environment.

Outline:

Program Structure:

• The program is offered both full-time (12 months) and full-time (15 months).
• Students can choose to start their studies in September or January.
• The program includes a combination of taught modules and a capstone business project.
• Students have the option to undertake a 20-credit internship module.

Course Schedule:

• Year 1 (Full-time):
• September Start:
• Social Media Marketing and Digital PR
• Strategies for International Market Expansion
• Cross-cultural Consumer Behaviour
• International Pricing, Finance and Performance
• Brand Management
• Research Methods
• Capstone Business Project
• January Start:
• Social Media Marketing and Digital PR
• Strategies for International Market Expansion
• Cross-cultural Consumer Behaviour
• International Pricing, Finance and Performance
• Brand Management
• Research Methods
• Capstone Business Project

Individual Modules:

• Social Media Marketing and Digital PR: This module provides a practical introduction to social media networks and tools (such as Instagram, Twitter, Facebook, TikTok, the Internet Of Things, online PR and affiliate networks) and their application within marketing.
It examines the key characteristics of social media marketing strategies and identifies the theoretical underpinnings such as trust, loyalty, and customer engagement and also trends and usage patterns to provide a framework through which to understand and evaluate them. It covers the tools and digital PR activities that can be used to extend the reach on social media, content management and online campaigns.
• Strategies for International Market Expansion: This module builds a critical understanding of the key drivers of internationalisation, and of foreign market selection and entry as the two strategic dimensions of growth.
It increases the depth of knowledge and understanding of marketing principles by introducing the concept of marketing science. It explores the synergies available to leverage brand growth between international market selection and foreign market entry, using the analysis of current business case studies.
• Cross-cultural Consumer Behaviour: In an increasingly interconnected global business environment it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance.
This module will examine how culture impacts on the consumer and buyer decision-making process; practices to enable a greater understanding of how culture can influence marketing strategy in the globalised environment. This module seeks to provide a solid grounding in the disciplines of International pricing, finance and performance through a flexible framework of reference points and analytical tools to enable marketing managers to work with other functional specialists. Students begin by developing basic numeracy skills for financial analysis, working through a variety of cases designed to make familiar the terminologies, measures and calculations of financial reporting, progressing to pricing calculations that extend this knowledge from the domestic to the international arena.
• Brand Management: This module provides a strategic and tactical approach to learning and applying the key theories, frameworks and models of current brand marketing to solve management problems.
This module will prepare the student for a career in brand management by using a practical approach for the application of complex theoretical ideas. The module examines a broad range of knowledge taken from product management, service management and brand strategy.
• Research Methods: The module attempts to develop the skills and knowledge required to complete a capstone project where the emphasis of the research is on improving aspects of business processes and business practice.
Here, students will identify potential Capstone Project topics and a research problem. They will then map a suitable research question(s) and edit and refine these to express clear research questions and objectives. They will then support their research questions by using relevant literature and theoretical concepts while focusing on the nature, approaches, methods, tools, and research techniques within relevant disciplines from the business environment. Thus, the module is practically oriented towards the completion of a research proposal that will form the basis of the final practice-based project module.
• Capstone Business Project: This capstone, independent research project draws upon the students’ skills and knowledge gained thus far enabling application of learning to a scenario resulting in added value to an organisation and creating real world impact.
This student driven project must address a current issue or opportunity in an organisational or industrial context. Projects can relate to a student’s current role or internship or students can use this opportunity to deepen their knowledge of different sectors or organisations thus make connections utilising the project as a vehicle to impress future employers creating a possible stepping stone to their next job. Alternatively, they may wish to investigate possible entrepreneurial opportunities.
• Take an internship: All students have the option to study for a 20 credit internship.
However, the student is supported during the search process and when the student is actually working.

Assessment:

The program utilizes a variety of assessment methods, including:

• Assignments: Students will complete assignments throughout the program to demonstrate their understanding of the course material.
• Presentations: Students will present their work to their peers and faculty.
• Exams: Students will take exams at the end of each module to assess their knowledge and understanding.
• Capstone Business Project: The capstone project is a major component of the program and requires students to conduct independent research and present their findings in a written report and oral presentation.

Teaching:

• The program is taught by experienced faculty with expertise in international marketing.
• The program utilizes a variety of teaching methods, including lectures, seminars, case studies, and group work.
• The program emphasizes a practical approach to learning, with students encouraged to apply their knowledge to real-world scenarios.
• The program offers personal tutoring to support students' academic and personal development.

Careers:

• The program is designed to prepare graduates for a variety of careers in international marketing.
• Graduates may find employment in middle to top management positions in manufacturing, service, and public sector enterprises with operations abroad.
• Successful students enter into different types of organizations including multinational and global companies, public sector organizations, charities, and start-ups.
• Graduates are undertaking a variety of roles including marketing management, international brand management and market research analysts, fund raising and events management, product managers, and account management, public relations, advertising and communications agencies, and digital marketing management.

Other:

• The program is dual-award accredited by the Chartered Institute of Marketing (CIM).
• Graduates of MSc International Marketing wishing to undertake CIM professional qualifications in the future will qualify for entry to the Professional Diploma in Marketing, gaining exemptions from half of the diploma modules if entered within two years of graduating.
• LSBU Business School is a member institution of the Business Graduates Association (BGA), which offers students access to a range of tools and resources designed to support their professional and personal development.

UK Fees: £11000 Int. Fees: £16900 Tuition fees are subject to annual inflationary increases. Full-time The fee shown is for entry 2024/25 UK fee: £11000 International fee: £16900 AOS/LSBU code: 5985 Session code: 1FS00 The fee shown is for entry 2024/25 UK fee: £11000 International fee: £16900 AOS/LSBU code: 5984 Session code: 1FS00