Marketing is no longer just a business function. It is a way of doing business that places the consumer at the centre of organisational activity. As such, marketing is an essential component of organisational success not only in businesses, but also in the public sector and not-for-profit organisations.
Indeed, few organisations remain unaffected by patterns of change in the global marketplace. Whether actively seeking opportunities in other countries, or working with global influences in a home market, international marketing strategy affects us all. This course will enable you to develop the professional marketing skills and knowledge required to work effectively in this increasingly complex environment. It will also enhance your ability to think strategically about marketing issues and challenges.
Candidates will normally hold a First or Second class honours degree (or equivalent) in marketing. Those with a business or commerce degree will also be considered if their course included a significant marketing element.
No work experience is required for admission onto the course.
Applicants whose native language is not English must provide evidence of their English language capabilities at a level approved by the University of Northampton (TOEFL, IELTS, Cambridge Proficiency Certificate or equivalent).
MSc International Marketing Strategy is specifically designed to provide a strong foundation for a successful career in the exciting and fast moving world of international marketing.
Special course features
Throughout the course you are taught by experienced academic staff with specialist knowledge of their subject areas. Taught modules are delivered using a combination of lecture and seminar sessions, with a strong emphasis on participation and discussion. To bring concepts and theories to life, extensive use is made of real world case-studies and practical exercises supplemented by extensive on-line learning materials
To integrate these modules and enrich the experience of the student there is a supporting programme of workshop activities and events. Typically these include a Summer School as well as guest speakers, marketing games, study trips and learning skills development sessions throughout the year.
The MSc International Marketing Strategy programme is studied over 12 months comprising the following modules.
Marketing: Principles and Management:
The issue is not whether we need to ´do´ marketing – the issue is the need to be ´good´ at it. This means learning and mastering the principles of the craft of marketing is vital and at the heart of this module.
Strategic Digital Marketing:
So many aspects of our lives are becoming digitised and this digital world creates immense new opportunities for marketers. To capitalise on these opportunities requires the understanding of how digital technologies can add value for customers and marketing strategies.
International Marketing Intelligence and Research:
Gathering market knowledge is always difficult – but the complexity and challenges multiply when undertaken across regions, countries, cultures and time zones.
International Marketing Strategy:
The focus here is the decisions and challenges faced by firms attempting to develop and grow in international markets in a way that provides a sustainable competitive advantage.
The Global marketing Context:
The global marketplace is complex and dynamic, even turbulent. The clever marketing people are sensitive to the likely influence of global trends on their strategies and plans so exercise care in identifying and analysing the potential significance of these uncontrollable factors.
International Marketing Communications:
Advances in media and technology mean that customers have more control over what they see and hear, making it ever more challenging for companies to communicate their messages successfully. This is when complicated when accommodating the different cultures and economies of international markets.
Research Methods and Dissertation:
Having studied research methods, you have the opportunity to explore an aspect of international marketing in depth through the design and execution of an independent piece of academic research with the support of your supervisor
Successful completion of this course will prepare you for a career in international marketing with the potential to achieve success as a senior marketing manager with a multi-national organisation. Our marketing graduates can be found working in a range of organisations large and small in areas such as brand management, business development, digital and online marketing, marketing communications and marketing research.
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