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Business Management & Marketing
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International Marketing
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MASTERS

International Marketing

Glasgow Caledonian University London
London, UK
On campus
Full-time
€16,227.68/year
1611 Points
Duration
2 Years
Language
English

Program Description

Modern business is increasingly global - and we have designed a course to match. Our MSc International Marketing gives you the comprehensive knowledge, expertise and skills you need to build a successful career in international business and make a positive impact on the world around you.

Drawing on our close relationship to industry, we'll help you develop new insight into the cross-cultural challenges you'll face in today's global environment - and how to address them. You'll discover how technology can help you develop sustainable marketing practices, better understand consumer behaviour and plan marketing, branding and communication strategies. You'll study marketing in both theory and practice, for a world-class education built on GCU's decades of academic and professional experience in the field.

As part of our welcoming, open and diverse GCU community, you'll also be in the ideal place to launch a marketing career that is globally engaged and socially responsible - truly serving the Common Good.

Entry Requirements

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Curriculum

Consumer Insights

Delivers a critical, in-depth understanding of consumer-led sustainable marketing practices. You will be introduced to the concept of customer insight and its role in marketing decision-making. The module evaluates the psychological, social and economic roots of the discipline of consumer behaviour and relates these to contemporary consumers.

Brand Lab and International Communications

Explores developing new brands and introducing them to market considering brand identity, positioning and image as well as strategies in cross-cultural international contexts and sustainability in branding. You'll create and plan the implementation of a coherent marketing communications plan to stimulate desired consumer responses and build and enhance brand equity.

This module aims to develop your understanding of marketing communication theory and application of the marketing communications mix in an international context.

Digital Marketing, Analytics and Storytelling with Data

In today’s shifting digital landscape, international brands must evolve to meet the needs of their modern digital-savvy customer. This module will help you grasp the fundamentals of digital and social media marketing to engage with customers, reach new audiences and create exceptional digital content.

As part of the module, you'll contribute to the local marketing team’s digital marketing efforts through planning and execution of micro campaigns. Understanding the data from such campaigns and ability to present compelling ROI narratives through storytelling with data is vital for marketing teams.

International Marketing Concepts for Sustainable Practice

In an increasingly global and digitalised world, businesses must rethink traditional marketing concepts and strive to implement more comprehensive and responsible approaches of marketing. You'll explore the interaction between different elements of the marketing mix and the wider contexts, which is essential to effective and responsible marketing.

Underpinned by the United Nations’ Principles for Responsible Management Education (PRiME) you will consider implications for international marketing practice and its sustainability for the future.

International Marketing Strategy

Considers the challenges that organisations face in the contemporary global B2B and B2C marketplace and explores strategic options internationally.

Adopting a strategic marketing planning perspective, this module will equip you with the necessary tools, skills and insights to generate a comprehensive, cohesive and congruent strategic marketing plan to take an organisation global, including new market entry decisions to successfully engage in international opportunities.

Innovation and Global Marketing Logistics

Examines the interconnection of an entrepreneurial mind-set and its role in the process of developing innovative new product and service solutions in a private, public or third sector. By critically appraising effective and responsible global marketing logistics solutions, you'll develop a portfolio showcasing how to take your innovation to market and deliver the product or service benefits to customers.

Career Planning and Professional Development

Enables you to identify and develop your key personal abilities in the context of your future career aspirations. You'll be given the opportunity to undertake work experience, volunteer, study abroad or take part in desk-based consultancy.

You will be invited to apply the concepts of personal and professional development to what you are experiencing outside the classroom in order to be better prepared for your personal and professional life.

Introduction to Research Methods

Introduces you to research approaches as well as time and project management skills essential for your research project and similar tasks in the future. The module provides essential knowledge of research design across key areas and adopts a critical perspective in comparing and contrasting alternative research models.

Research Project

The final element of the course is an in-depth research study, which provides you with an opportunity to design and undertake a piece of original research in a relevant area of marketing which could become the starting point of your career in international marketing. The project can take the form of an Applied Research Project, an Inquiry Project or a Consultancy Project.

The Applied Research Project involves collection of either primary and/or secondary data. The Inquiry Project is secondary data based exploring an aspect of a global trend, associated literature and an assessment of its implications for local practice. The Consultancy Project is normally primary data based and requires you to adopt the role of a consultant with a relevant organisation.

Careers

You'll graduate from our career-focused course ideally positioned to create innovative marketing solutions in a variety of sectors:

  • fashion
  • travel
  • entertainment
  • technology

Our alumni pursue rewarding careers and create meaningful change in the UK and internationally.

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