International Marketing (Dual Degree) MSc

Program Overview

This dual degree program in International Marketing from Edinburgh Napier University and IPAG Business School equips students with comprehensive knowledge and skills for a successful career in global marketing. Students immerse themselves in two distinct cultures, studying in Edinburgh and Nice, and gain valuable experience through a supervised dissertation. The program emphasizes transferable skills, ensuring graduates are well-rounded and ready for international organizations.

Program Outline

International Marketing (Dual Degree) MSc - Edinburgh Napier University

Degree Overview:

This Dual Degree program offers a unique opportunity to experience learning and teaching activities in two universities: Edinburgh Napier University (UK) and IPAG Business School (France). Upon completion, students receive two degrees: MSc International Marketing from Edinburgh Napier University and Le diplôme de Formation Supérieure au Management Spécialisation (International Marketing) from IPAG Business School. The program aims to equip students with the knowledge and skills necessary for a successful career in international marketing. It covers a range of topics, including global marketing, digital marketing, brand management, intercultural communication, and strategic marketing planning. The program emphasizes the development of transferable skills such as project management, research, time management, and presentation methods. Students will gain valuable experience living and studying in two different countries with diverse cultures, customs, and environments. This experience will not only kick-start their international marketing career but also prepare them for working within international organizations.

Outline:

The program is a one-year full-time course starting in September and is divided into three trimesters:

• Trimester 1 (September - December): Study in Edinburgh, UK.
• Trimester 2 (January - April): Study in Nice, France at IPAG Business School.
• Trimester 3: Dissertation conducted in either Edinburgh or Nice, supervised by an Edinburgh Napier Dissertation Supervisor.

Modules:

• Digital Analytics Strategy (MKT11110): Develops in-depth understanding of digital analytics theory, practice, and managerial implications within marketing strategy.
Covers analysis and evaluation of data from social media, websites, and search marketing to improve marketing performance. Includes hands-on experience with key digital analytics tools.
• Dissertation (TBS11130): Focuses on research methodologies, literature review, research design and ethics, data collection methods (qualitative, quantitative, and mixed), analysis methods, research writing, and dissemination.
Includes individual research and production of a dissertation.
• Intercultural Business Communication (IBC11101): Provides a thorough understanding of culture and communication theories, cultural systems and dimensions, and critiques of major intercultural researchers.
Addresses notions of culture and intercultural business communication, theoretical frameworks about cultural systems, cultural complexity, and acculturation. Includes an intercultural workshop for practical application.
• Principles and Practice of Marketing (MKT11108): Analyzes the principles and practices of marketing with a focus on practical application.
Covers marketing environment, marketing strategy and objective setting, marketing communications, understanding products, pricing strategies, logistics and distribution, services marketing, sustainability, and planning and control.
• Skills for Success (TBS11108): Designed to equip students with essential skills, including professionalism in the classroom and beyond, careers awareness, and guidance.
Provides support for students with identified skills gaps and enhances skills balance for all students within individual cohorts.
• Study Abroad 1, 2, 3, 4 (TBS11102, TBS11103, TBS11104, TBS11105): These modules are related to the study abroad experience in Nice, France.

Assessment:

Each module is assessed through a combination of coursework and exams. The specific assessment methods and criteria vary depending on the module.

Teaching:

The program utilizes a variety of teaching methods, including lectures, tutorials, and independent study. Students will be taught in English.

Faculty:

• Dr Agata Krowinska: Lecturer in Marketing at Edinburgh Napier University, Programme Leader of MSc International Marketing Suite.
Research interests include digital marketing, consumer engagement, and artificial intelligence in marketing.
• Dr Clidna Soraghan: Lecturer in Marketing at Edinburgh Napier University, Deputy Programme Leader of MSc International Marketing Suite.
Research interests include consumer behaviour, critical marketing, and social marketing.

Careers:

The program provides excellent career prospects in international marketing, including at management level. The experience of studying marketing abroad and in a global context opens up numerous marketing career options worldwide.

Other:

• The program is accredited by the Chartered Institute of Marketing (CIM).
• Students will have access to Edinburgh Napier's Craiglockhart Campus and IPAG's Nice Campus facilities.
• The program is taught in English, so students do not need to speak French to apply.

Scotland, England, Wales, Northern Ireland, and Republic of Ireland £8,715 £tba Overseas and EU £18,800 £tba