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Read the course leader's introduction to the course.
Modules
• understanding markets • international consumer behaviour • marketing management skills • international marketing planning • consultancy project 1 • relationship marketing • entrepreneurial marketing and innovation • academic research and reflection • 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 in order 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.
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 management skills
This module encourages you to develop deep client understanding using consultative sales methodologies in a business to business context. You learn how to effectively negotiate with a variety of customers, clients, colleagues and managers in a variety of situations. You use role play to develop your techniques and apply your learning in realistic situations.
International marketing planning
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 1
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
During this module you develop skills in identifying and assessing opportunities for innovation. You learn how to understand the different management decisions and challenges that are faced in the development and implementation of innovations in international organisations. Finally you reflect on your entrepreneurial marketing capability and decide how to take your learning forward into your marketing career.
Academic research and reflection
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.
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.
Full-time
September start – typically 12 months
January start – typically 15 months but you can complete it in 12 months
Complete the application form available at www.shu.ac.uk/study/form
2013/14 academic year
Typically £5,355 for the course
The course fee may be subject to annual inflationary increase. For further information on fees and funding see www.shu.ac.uk/funding
2013/14 academic year
Typically £12,060 for the course
2014/15 academic year
Typically £12,150 for the course
The course fee may be subject to annual inflationary increase. For further information on fees, scholarships and bursaries see www.shu.ac.uk/international/fees
• coursework
This course reflects the professional requirements of the Chartered Institute of Marketing.
Evert Veenhoven, Holland,
MSc International Marketing, 2008 graduate
'The course teaches you to apply the theories you study to practical scenarios. This ensures that you really learn to understand the theory. You apply this knowledge to work-based scenarios and real life case studies.
'The best bit of the course was the consultancy project, as this resulted in me gaining my current job. I was working at Vodafone while writing my dissertation, so that I could put it into the context of what I was doing, which really helped.
'I like the fact that we did not have exams, instead it was more coursework and project based. I am more determined and motivated with this type of learning, so I think I got a lot more out of the course.'
Terry Su
MSc International Marketing
`Studying at Sheffield Hallam was a totally different experience for me. The lecturers inspired and encouraged us to think, share our opinions and discuss them together. In Taiwan, my hometown, you are not encouraged to give your opinion or express your thoughts. This means you can lose your ability to evaluate things independently. Without the experience of studying here, I wouldn't notice how important "thinking" is.
`On this course I learnt how to cope with different situations, how to be a good leader, a good team member and get along with other students from different countries. Studying at Sheffield Hallam definitely turned me into a more competitive and adaptable person.
`The Entrepreneurship module was the most challenging and interesting for me. In Taiwan, people dream of working for a big company, having a stable and permanent job, we seldom think of creating our own businesses. To be an entrepreneur is too risky for us. I learnt that being an entrepreneur is a good thing, life can have many possibilities, you just need to prepare yourself well.
`Sheffield is famous for being a student-friendly city and this was the reason I chose to study here, everything is within walking distance.
`I now work for TDK, which is a Japanese multinational technology company, as account manager in charge of Foxconn, one of the biggest manufacturers. My role includes communicating with different people at different levels and my experiences on the course and in the UK help me to do this.'
Profiles
Evert Veenhoven, Holland,
MSc International Marketing, 2008 graduate
Terry Su
MSc International Marketing
Elizabeth Fulton Lye
MSc International Marketing
Welcome to the MSc International Marketing course at Sheffield Hallam University, a university with an excellent reputation for student support, teaching and learning. Many of our tutors have recent professional experience and bring relevant and topical examples into the classroom.
Masters-level study is an exciting and challenging prospect. You will be expected to take control of your learning and drive your own studies, probably more than you have ever done before. Your tutors expect you to research around your topic, read books, journals and internet articles outside the classroom and prepare for seminars.
The course offers a thorough grounding in marketing and opportunities for applied learning. You undertake a consultancy project with a real company, including a market research project. This allows you to learn about the reality of working with a client in a ‘live’ project. Past consultancy projects have investigated new market opportunities for a specialist engineering company, customer attitudes to a national UK charity, and competitor analysis for a small packaging company. Graduates from this course have gone on to work in marketing roles in large and small private sector organisations. Others work for major advertising agencies and marketing research companies across the world.
If English is not your first language this creates extra challenges, and opportunities to immerse yourself in another culture. Student services staff offer help with English language, academic writing, as well as counselling and support for health and housing needs. If you have a problem, let me or your student support officer know. If we can't help ourselves we probably know someone who can!
As course leader my job is to encourage and support you during your studies at Sheffield Hallam. I believe passionately that education will help you to achieve your goals and reach your full potential.
I look forward to meeting you and helping you get where you want to be in your future career.
Profiles
Elizabeth Fulton Lye
MSc International Marketing
