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MSc International Marketing

with optional work experience route

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Develop the skills needed to pursue a marketing career in an international context. You choose either a one year full-time MSc, or an MSc with a work placement, offering additional experience and the opportunity to make connections in industry. The course includes a three-month consultancy project for a UK-based international company, with academic supervision to guide and develop your skills in a real-world context.

• Prepare for a career in marketing in the UK and overseas.
• Develop practical skills such as techniques for conducting international market research.
• Improve your cross-cultural understanding to more effectively work across borders.
• Increase your knowledge and confidence with management software tools.


September start – typically 12 months or 18 to 24 months with optional work experience.
January start – typically 15 months but you can complete it in 12 months

Part-time – typically three years
Starts September and January

The optional work experience route starts in September 2016.

Fees – home and EU students

Course fees may be subject to annual inflationary increase.

2016/17 academic year

Typically £6,300 for the course

Fees - international students

Course fees may be subject to annual inflationary increase. For further fee information see our international fees or scholarships and bursaries pages.

2016/17 academic year

Typically £12,800 without work experience placement or £14,300 with work experience placement

Course description

Working on the consultancy project in mixed groups gives a realistic experience of project management and allows you to apply your marketing knowledge to a real situation.

Gain the knowledge and skills to develop or enter a career in marketing, particularly in international organisations on this masters course. To be successful in dynamic markets, you need the ability, knowledge and attitudes to ensure you manage effectively. This course provides you with these.

You develop your knowledge and skills in the current key areas of international marketing, including
• the practical problem solving skills needed by companies operating in international markets
• understanding customers and international consumer behaviour
• cross-cultural understanding – to become an effective manager through international marketing planning
• dynamic entrepreneurial marketing and innovation – creating and developing your own product or service and bringing it to the point of launch
• building confidence in your sales and presentation skills

As part of the course, you work on a live consultancy project for three months for a UK based company under academic supervision.

The placement option offers you an additional opportunity to develop your practical skills, either in the UK or abroad. We help you gain a placement by running employability workshops and have dedicated placement team to support you.

The course reflects the professional requirements of the Chartered Institute of Marketing.


• coursework

Entry requirements

Normally you need one of the following
• an honours degree
• equivalent professional qualifications

In exceptional circumstances we consider candidates without formal qualifications who demonstrate the necessary experience, intellect and motivation.

Overseas applicants from countries whose first language is not English must normally produce evidence of competence in English. An IELTS score of 6.0 with 5.5 in all skills (or equivalent) is the standard for non-native speakers of English. If your English language skill is currently below an IELTS score of 6.0 with a minimum of 5.5 in all skills we recommend you consider a Sheffield Hallam University Pre-sessional English course which will enable you to achieve an equivalent English level.

If you do not meet the above criteria you can apply for the Graduate Diploma in Business and English. After passing this diploma we automatically offer you a place on one of our business-related masters degrees.

International and European entry qualifications

If you are an International or non-UK European student, you can find out more about the country specific qualifications we accept on our international qualifications page.

Course content


• understanding markets • international consumer behaviour • marketing decision making • consultancy project • relationship marketing • entrepreneurial marketing and innovation • digital marketing • international branding • research methods • dissertation

You complete four modules for the postgraduate certificate, eight modules for the postgraduate diploma, and all nine modules for the masters.

Module descriptions

Understanding markets
Analysing the market environment in which you are operating allows you to understand how the company you are working for should respond and make decisions to stay competitive. This module is run intensively using a real-time simulation package. You develop the sound knowledge and analytical skills needed to analyse and manage rapidly changing markets in a globally challenging marketing environment.

Digital marketing
You evaluate and compare digital marketing strategies for a selection of international organisations and learn how to optimise ongoing communication and marketing via web analytics. You are taken through the process of defining the digital target market and providing a digital platform to meet their evolving needs.

International consumer behaviour
You evaluate the role of customer relationship management within the overall context of marketing management. This allows you to recognise the significance of effective relationship management in different marketing situations. You gain an understanding of the principles of relationship marketing including adding value through the supply chain and integrated networks, within a dynamic, customer facing environment.

Marketing decision making
You develop an understanding of the strategic marketing planning process and the ability to apply these principles to a variety of organisations. You become aware of why the marketing planning process is fundamental to the creation of a competitive value proposition. You do this by undertaking an analysis of an organisation and its environment to see how to develop appropriate objectives and strategies to enable a consequent improvement in operational marketing performance.

Consultancy project
This module gives you a live company experience allowing you to apply elements of theoretical and conceptual knowledge developed within the course. Under the supervision of a tutor, you undertake a market research project for an external client within a real-time framework under actual market conditions. You are not employed by the organisation but act as an external independent consultant.

Relationship marketing
This module introduces the concepts of relationship marketing and promotes a critical understanding of its potential application in different types of organisations and markets. You reflect upon different theories of relationship marketing and apply these directly to business scenarios. This helps you to develop an awareness of the opportunities and challenges facing organisations in managing relationships through modern media.

Entrepreneurial marketing and innovation
This module develops your creative skills. You identify and assess opportunities for innovation. You learn about the challenges that are faced in the development and implementation of innovation in business environments across the world. You reflect on how your entrepreneurial marketing capability will help you to succeed in your marketing career.

Research methods
This module prepares you for your dissertation. You develop a critical and reflective approach by pursuing a specific area of marketing that interests you. This involves developing terms of reference for your project, with objectives. You begin to critically evaluate published empirical research, as it applies to the marketing problem of your choice. You begin to develop an understanding of your research topic, which is continued in more depth for your dissertation.

Through independent study, you develop research skills by exploring an issue that is relevant to global strategic marketing. You are encouraged to critically assess current theories and perhaps question conventional marketing wisdom. Through secondary and primary research you investigate your research topic to arrive at a deeper understanding of your chosen global strategic marketing issue. Your personal dissertation supervisor will support and encourage your learning during this important final stage towards your masters qualification.


This course improves your marketing career prospects, particularly with international organisations. Previous graduates have successfully gained employment in companies and organisations such as • Robert Bosch SA • Servisair • Swisscom AG • Inlecom Systems Ltd.

They are employed in positions including international marketing manager, business development manager and shipping executive in countries such as • China • India • Greece • Netherlands • United Kingdom.

Some of our graduates return home to manage family businesses.

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