MSc International Marketing

Attendance

Full-time

Full-time
September start – typically 12 months
January start – typically 15 months but you can complete it in 12 months

At a glance

About this course

This course is for those who want to develop or enter a career in marketing, particularly in international organisations. To be successful in dynamic markets, you need the skills, knowledge and attitudes to ensure you manage effectively.

During the course you develop an appreciation of the main international marketing management skills needed for the twenty first century.

These include
• practical problem solving skills that companies use in international markets
• the ability to tackle real company projects in international market research
• management research skills to identify and understand customers and competitors
• cross cultural understanding to become an effective international manager
• a working knowledge of important software tools for management decision making
• confidence in your ability to a professional and a manager

As part of the course, you work on a live consultancy project for three months for a UK based company under academic supervision. This course provides you with the knowledge and skills to work as an international marketing manager.

Associated careers

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.

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

Professional recognition

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

Course content

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.

Assessment

• 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.

Fees

Home and EU students

2013/14 academic year

Typically £5,355 for the course

International students

2013/14 academic year

Typically £12,060 for the course

2014/15 academic year

Typically £12,150 for the course

How to apply

Complete the application form available at www.shu.ac.uk/study/form

Contact details

For more information contact Sheffield Business School, Sheffield Hallam University, Stoddart Building, City Campus, Sheffield S1 1WB. Phone +44 (0)114 225 2820, fax +44 (0)114 225 5268, e-mail sbs@shu.ac.uk