The MSc International Marketing is open to graduates from all disciplines who are interested in a career in the lively world of international marketing. You will be taught by staff from one of the largest groups of Marketing faculty in the UK, including academics who are internationally recognised.
The suite of MSc Marketing Programmes has been approved and accredited by The Chartered Institute of Marketing (CIM) and is recognised by the ESRC for research training.
Your employability options are vast and varied, our strong links with industry mean that rigorous undergraduate academic study is combined with a real practical focus, leading to excellent job opportunities.
Our academics offer extensive experience and expertise in areas such as brand marketing, advertising, services marketing, retailing, international marketing, consumer behaviour, business to business marketing, innovation and strategy. This is complemented by input from marketing practitioners in the form of talks and guest lectures during various modules.
A good Honours degree (2:1 or higher) or postgraduate diploma from a UK university or equivalent.
English language scores of 7.0 IELTS (no less than 6.5 in any band).
IELTS 7.0 with no less than 6.5 in any band is equivalent to:
TOEFL: 95 overall with no less than 22 in any band
Pearson Test of English (PTE): PTE Academic 67 in all four skills
Cambridge English (exams taken from 2015): Advanced or Proficiency – minimum overall score of 185, with no less than 176 in any component
If you are currently studying at a Chinese university, please view our specific entry requirements including our list of acceptable universities for further study at Birmingham.
Contemporary Issues in International Marketing (10 credits)
Cross-Cultural Communication (10 credits)
International Marketing Strategy (20 credits)
Marketing Management (20 credits)
Marketing Research (20 credits)
Research Dissertation (60 credits)
The International Marketing Context (10 credits)
Choose 30 credits from the following:
Marketing Communications (10 credits)
Responsible Marketing and Society (10 credits)
Retail Marketing (10 credits)
Services Marketing (10 credits)
Strategic Brand Management (10 credits)
The optional modules listed on the website for this programme may occasionally be subject to change. As you will appreciate, changes can lead to changes in specialist areas and therefore the modules that are offered. Where a module is no longer available, we will inform you as soon as possible so that you make alternative choices.
The 12-month master’s degree programme begins at the end of September. Initially, you will spend time developing your understanding of core principles, theory and practice in marketing management, marketing research and marketing strategy and planning. Case studies will explore the particular applications of concepts in an international marketing context. You will also take a compulsory module exploring the principles, theory and practice of international marketing strategy, including approaches to international market selection, entry mode, and planning the marketing mix globally and/or locally. You will study a compulsory module on Cross-Cultural Communication, to help you appreciate the challenges in, and strategies for, effective communication when managing in international contexts.
At the beginning of each module, you will be given course materials, which will explain the aims and objectives of the module, an outline of content and indicative reading. To benefit fully from your participation in the programme, you will need to commit yourself fully to it. You will need to engage with the learning process by attending all lectures and seminars, reading all materials provided or recommended, taking notes and participating actively during the lectures. Discussion is encouraged in many subjects. After all, one of the main benefits of studying in an MSc Programme is sharing of experiences and ideas.
Beyond the core modules, the programme offers a wide choice of elective modules. You will be able to specialise in the areas of marketing that you feel will best prepare you for your chosen career path. We offer exciting practice-based experiences and guest speakers, to highlight the challenges of international marketing decisions in real life.
During the year you will undertake a major independent research dissertation, which must be related to an international marketing issue. Academic members of the Marketing Group will suggest topics consistent with their ongoing research, or you can choose a topic that is directly related to your chosen career path.
There are a host of potential topics for an international marketing dissertation.
Topics have included:
International marketing strategies for a new cosmetics brand
Comparative analysis of Nestle’s marketing strategies in Europe and Africa
Positioning strategies for car manufacturers in China
Launching and licensing new magazine concepts in Thailand
Standardisation vs adaptation in international advertising
The impact of country of origin on the marketability of Georgian wines
Evaluating franchising vs concessions for an international fashion brand
For recent graduates and practising managers already familiar with basic marketing concepts, please also see our Marketing Communications MSc and Strategic Marketing and Consulting MSc programmes.
Taught modules contribute to two-thirds of your final assessment. The dissertation contributes one third. The majority of modules are assessed using written examinations and coursework. Coursework can take a variety of forms, including reports, essays, group presentations and practical assignments. Some coursework is group-based. Not all modules will involve examinations.