Responding to the significant potential international markets offer, businesses are seeking marketing managers who can drive sales and negotiate the dynamic, unfamiliar and occasionally hostile international business environment.
Aimed at those with considerable academic or work based experience of marketing, this professionally accredited Master’s course aims to help you build on your existing business and marketing knowledge with a clear focus on evidence-based decision making within a contemporary international environment.
We will cover international marketing strategy, planning and organisation, including specialist topics such as international consumer behaviour, online marketing, brand building and communications in intercultural contexts.
We draw on real-life case studies to demonstrate international marketing practice in action. You will be given practical challenges in which you solve real business issues, interpreting market data, preparing a situational analysis and making recommendations for strategic developments.
There is also an opportunity to enrol on an internship programme undertaking workplace projects on behalf of an organisation. Past students have produced a research plan for their marketing consultancy project. In 2017/18, as part of the ‘Consumer Behaviour’ module, students will produce an academic poster, the best of which will be chosen to be displayed at our prestigious student conference.
There will be the opportunity to complete a fundraising activity for a third sector organisation. During 2016/17 students have designed a campaign and raised funds for Breast Cancer Care and UK Boston Terrier Rescue. Some of the events that students designed included: an international food festival, an international Valentine’s Day theme, and a tea festival including Chinese, Indian and UK tea rituals. Students were then asked to produce a press release which was disseminated to media outlets.
Members of our teaching staff have spent time in industry, in roles such as marketing executives, managers and directors of private and public sector organisations. Some are recognised both nationally and internationally in their respective fields of specialism, publishing their research in the highest quality academic journals, including Journal of Marketing Management, Journal of Business Research, Psychology and Marketing and Journal of Consumer Behaviour, to name but a few.