Why study Global Marketing?
The whole world is a stage, or in business terms a market, now more than at anytime in history. The marketing practice and theory of the 20th Century has been assigned to the archives as the new economics of global marketing transform our understanding of how customers behave, markets operate and value is created.
Global markets are complex, dynamic and customer driven, with instant and dramatic demand changes; accessible to all irrespective of size, or location.
So whether you are currently developing your knowledge of marketing, and want to get a better understanding of the new global economy; have knowledge of marketing, and think there’s a new and better way; or, just want to stay connected to the fast-paced world of customercentred business, this programme could help you learn the important lessons, and encourage you to master the game – of global marketing.
How can I study?
This programme is available either as a full-time (one year), or part-time (two – five years) programme. Normally you will enrol for the MA Global Marketing, but alternatively you can undertake a Postgraduate Certificate in Global Marketing (60 credits) or a Postgraduate Diploma in Global Marketing (120 credits).
Intakes occur in both January and September.
What will I study?
The MA Global Marketing focuses on key issues and capabilities required for leading a customer-focused organisation in the 21st Century. The programme is designed to help you appreciate the critical issue whilst enabling some flexibility in specialisation. There are seven core modules, one option, from the York St John Business School portfolio, and a significant research dissertation.
The seven core modules include:
•Global Markets & Consumers: Explores the dynamic and changing relationship between consumers, customers, stakeholders and business whilst considering issues such as globalisation, consumerism and personalisation
•Strategic Market Audit: uses case studies and practice to develop an understanding of the process, purpose and practice of a strategic market audit.
•Services Marketing: covers four distinct themes: service encounters, quality, design and development and customer relationships.
•Environmentally Sustainable Business: explores the impact of business on current environmental concerns and issues relating to corporate social responsibility and environmental sustainability
•Managing Corporate Reputation: theoretical and practical techniques are explored and includes product and corporate branding, and the role of corporate responsibility in adding value to business and markets.
•Global Marketing Leadership: debates the importance of sustainable relationships between internal and external business and the community, when businesses are market leaders.
•Research Methods: prepares you for individual self-directed research and business-related research projects.
One module option can be drawn from either:
•International Business Strategy: investigates how organisations develop strategies which reflect internationalisation and its effects on the business and market environment
•Managing Operations and Information Systems: focuses on how these areas create competitive advantage and add value in both production and service areas. Emphasis is placed on Business Process Improvement and Business Process Engineering.
•International Trade and Globalisation: enables you to develop and deepen your understanding of the opportunities and challenges presented by globalisation
The research dissertation allows an ideal opportunity to explore a key contemporary issue fully and demonstrate a strategic awareness of the challenges facing the global marketer.
There will be taught sessions each weekday, as well as opportunity for guided private study.
How will I be assessed?
A range of assessment types are used e.g. portfolio, presentation and dissertation, but the major emphasis is on examinations.
What qualifications do I need to apply?
You will need a good Bachelor’s degree (2ii or above) from an approved university or institution in a subject related to Global Marketing, or an equivalent qualification acceptable to York St John University. Prior work experience is not required. In addition, international students whose first language is not English will be required to achieve IELTS 6.0 or above with no less than 6.0 in the writing.
Where applicants do not meet the stated entry requirements above, the YSJ APEL policy may be utilised for entry to the programme where necessary and appropriate.