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Marketing Masters Programmes
At the University of Strathclyde Business School in Glasgow
Masters in International Marketing
What You Study
This course offers leading edge theory and practice concerning all aspects of contemporary marketing theory and practice.
The programme is fast paced, intensive and varied. The first semester is
dedicated to the study of four core modules, designed to provide you with a
rigorous appreciation of internationalisation theories and strategies, the
fundamentals of international marketing planning and control, the essentials of
buyer behaviour and culture and finally a guide to marketing research.
| SEMESTER 1 Stage 1: Core Course Modules |
Internationalisation Strategies and Management
Provides an understanding of the main theories of company
internationalisation, the alternative strategies for entering and developing
international markets, and key aspects of international marketing mix.
International Marketing Planning and Control
Examines the international marketing key concepts of Planning and Control
including strategic management, environmental scanning, critical data analysis,
financial analysis, evaluation and control.
Buyer Behaviour with Cross Cultural Issues
Provides an understanding of the main theories of buyer behaviour and the
application of these, across different cultures, for the development of
successful marketing strategies.
Research in Marketing
Gives an appreciation of the importance of international marketing research,
the research process and the approaches and techniques most commonly used.
Core Modules Credits Internationalisation Strategy and Management 15 International Marketing Planning and Control 15 Buyer Behaviour with Cross Cultural Issues 15 Research in Marketing 15 Cumulative Credits 60
During Semester 1, students will also undertake a technical, non credit bearing module known as Key Skills.
Subjects covered will include:
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Different written styles; from essay to executive report writing
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How to write a literature review
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Presentation skills
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Issues of plagiarism
| SEMESTER 2 Stage 2: Elective Module Choice |
The second semester offers students the opportunity to choose a range of
subjects tailored to individual interests. This breadth of choice reflects the
Department’s extensive interests in most facets of marketing. You will choose
six elective modules from a choice of up to twenty. The range varies from year
to year but it is anticipated that those listed on the right will be offered:
Elective Modules Credits Credits Elective Module One 5 Elective Module Two 5 Elective Module Three 5 Elective Module Four 5 Elective Module Five 5 Elective Module Six 5 Cumulative Credits 30
To graduate with a degree in International Marketing, students must choose four of their six electives from those marked **
Students with a specific interest in Customer Management can decide to graduate with a more specialised degree in MSc/PgDip International Marketing – Customer Marketing. To pursue this option, students must select at least four modules from the following list marked ^^
Please note that at the time of writing, this more specialised degree option awaits faculty approval.
Electives (Six to be chosen)
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Area Studies (e.g. Strategies in Emerging Markets)
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Brand Management and Strategy
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Business Ethics and Corporate Social Responsibility **
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Business to Business Marketing
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Contemporary Consumers ** ^^
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Corporate Identity Management **
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Customer Management 1:
Relationships and Customer Loyalty ** ^^ -
Customer Management 2:
International Customer Relationship Management (CRM) ** ^^ -
Data Mining for Customer Management ^^
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E-Commerce ** ^^
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Entrepreneurial Marketing **
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Export Marketing **
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Global Supply Chain Management
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Integrated Marketing Communications ** ^^
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International Product Innovation
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International Services Marketing
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Marketing and Sustainability in the Age of Globalisation **
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Marketing Metrics **
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Sector Studies
(e.g. Telecoms, Music, Sports Marketing) Retail Marketing
| Stage 3: ‘Marketing Works’ – the International Marketing Project |
One of the most popular features ofthecourse is the live marketing project
known as ‘Marketing Works’. Students have the opportunity, over the course of
both semesters, to act as marketing consultants to organisations on real-life
marketing projects. This experiential learning allows students to implement the
theoretical elements of the programme in dynamic and innovative ways. Operating
in groups, students work with an organisation on a marketing project specific to
the needs of the organisation.
In recent years, projects have been carried out for local and international companies and ‘not for profit’ organisations, and from small family-sized businesses right up to strategic business units of large multi-nationals.
A good level of performance across class assessments is necessary for students to progress to the Dissertation stage of the International Masters degree. Students who do not achieve the required level may qualify for the Postgraduate Diploma in International Marketing. Students are also required to submit and achieve the required standard for their Dissertation Research Proposal before continuing to the Dissertation stage.
| Stage 4: Dissertation |
The dissertation is your opportunity to study, in depth, a specific international marketing problem in an area of personal interest. Dissertations typically involve desk research and literature reviews, then case studies of individual companies or small scale primary research. This provides scope for originality of thought, research fieldwork and analysis and presentation of results. In preparation for the Dissertation an intensive 3 week course known as Research Methods is taught early in the 2nd semester, covering all aspects required for successful submission.
Stages 3 & 4 Credits Marketing Works-IMP (Semesters 1 & 2) 30 Postgraduate Diploma total 120 Dissertation 60 MSc International Marketing total 180
The Leadership and Team Management Programme
One of the most enjoyable aspects of the course is the Leadership and Team
Management Programme organised early in the first semester to enhance the
development of leadership, teamwork and cross cultural skills. This programme,
organised in conjunction with independent specialists, has provided many
memorable experiences for students in the past. It also provides an ideal way of
getting to know fellow students on the course.
Learning Assessment
Assessment methods vary between core and elective classes. Assessment for core classes is normally one three hour examination worth 60% and continuous assessment worth 40%. Elective classes have no examination and are assessed in a variety of ways using continuous assessment.
Teaching Support Package
A comprehensive support package is provided to enhance students’ learning and to ensure maximum student benefit during their period of study. This includes:
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A package of essential texts for all core classes chosen
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The provision of the international business newspaper
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The Financial Times to students
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A dedicated computer lab for Masters students containing the latest in PC technology
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Seminar rooms used exclusively by Masters students in the Department of Marketing
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A personal counselling scheme to give students the opportunity to discuss any personal or academic problems
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A student/staff consultative committee providing an effective mechanism for student feedback throughout the year
Students are also asked each year to evaluate the perceived value of both the quality of the teaching and the associated support package to ensure that the highest of standards are maintained.
Masters in International Marketing
Introduction / What You Study / The Department / Our Philosophy / Studying in Glasgow / Entry Requirements / How to Apply