Combining current academic thinking and industry practice to reflect the dynamic and international nature of global marketing.

In designing this programme, the University has built on decades of both academic and practitioner experience in the area of marketing, to produce a degree which reflects the increasingly global dynamic of modern business.

MSc Global Marketing has been designed to provide you with an integrated knowledge of the contemporary theories and practices utilised within the industry. You will acquire the tools and techniques necessary to build a successful marketing career within the growing global business environment. You will develop knowledge in key areas including consumer behaviour, marketing planning, branding and the use of digital technologies. You will also gain a comprehensive understanding of the cross-cultural challenges within international business and you will develop the knowledge, marketing expertise and personal skills crucial to global marketing.

The MSc Global Marketing programme aims to provide students with a comprehensive understanding of emerging themes and contemporary challenges faced by marketers operating in a global environment and the strategies, policies and practices key to addressing these challenges.

You will enhance your student employability through participation in a wide range of teaching and learning experiences including integrative case studies, group projects and presentations and industry speakers.

Educational aims of the programme

The MSc Global Marketing programme aims to provide students with a comprehensive understanding of emerging themes and contemporary challenges faced by marketers operating in a global environment and the strategies, policies and practices key to addressing these challenges. Central to the programme is the development of personal and professional competence of students with an emphasis on responsible leadership and sustainable marketing practice.

The stated values of the MSc Global Marketing are to be intellectually challenging, vocationally relevant and to be responsive to student and industry needs. Given these values, the overall aim of the programme is to provide students with an intellectually challenging and vocationally relevant education to Masters level in the area of Global Marketing that is not only internationally relevant but also truly global in its comprehensive coverage from branding to multi-channel communications as well as strategic marketing planning to deliver customer value through product and service innovation. This Masters degree will enhance student employability through participation in a wide range of teaching and learning experiences including integrative case studies, group projects and presentations and industry speakers.

The programme aims to meet the needs of students who wish to pursue a career in marketing within a global marketplace. Students may come from a background of having studied a business-related subject, who wish to gain a greater understanding of Global Marketing to enhance their career opportunities. However, the programme will also be attractive to applicants who have studied non-business related subjects (e.g., engineering, social sciences, psychology, etc) at the undergraduate level. The programme is offered on a full-time basis. Future consideration may be given to a part-time study option. The programme team believe the programme or modules within it will appeal to existing entrepreneurs and working managers and the team is keen for practitioners to apply. The programme welcomes applications through the Flexible Entry route involving Credit Transfer and RPL.

The primary aim of this programme is to provide a broad, analytical and integrative study of Global Marketing. Specifically, the educational aims are stated as follows:

  • To provide a differentiated Masters level learning experience that combines common and programme specific modules allowing students to benefit from the school’s expertise in marketing, organisational ethics, personal and professional development and its niche strengths in areas of applied business and management as well as its international orientation and research culture.
  • To offer students opportunities to simultaneously develop critical thinking skills, knowledge of contemporary and sustainable marketing practices and the personal and entrepreneurial abilities necessary to gain graduate employment in a domestic or international setting.
  • To offer a broad spectrum of knowledge relating to marketing and to develop attitudes and skills necessary to succeed as a responsible, independent and professional.
  • To develop critical research skills necessary for the successful completion of a complex and independently designed research project.
  • To develop students in-depth, applied and integrated knowledge of contemporary marketing management with a national and global context.
  • To facilitate practical and creative skills development in key areas of marketing centring on consumer behaviour, marketing planning, branding, use of digital technologies as well as product and service innovation, sourcing and logistics.
  • To offer specialist in-depth insights into the marketing activities and strategies of international organisations spanning private, public and third sectors as well as business to business and business to consumer settings.
  • To provide a range of opportunities for market analysis and decision making in the areas of marketing strategy and communication.
  • To provide the knowledge and practical skills necessary to develop and implement a brand in a multi-channel environment.

Module Information

Taught modules are assessed by a combination of coursework, discussion boards and online tests.

Global Marketing Strategy

Considers the challenges that organisations face in the contemporary global B2B and B2C marketplace and explores strategic options arising from marketing planning. Adopting a strategic marketing planning perspective this module will equip students with the necessary tools, skills and insights to generate a comprehensive, cohesive and congruent strategic global marketing plan.

Product and Service Innovation and Global Logistics

Examines the interconnection of an entrepreneurial mindset and its role in the process of product and service innovation in a private, public or third sector. Students will critically appraise effective and responsible marketing solutions for the sourcing and global logistics to take innovations to market.

Developing Personal and Professional Competence

Enables students to identify, understand, develop and articulate their key personal abilities in the context of their future career aspirations. Students will be given the opportunity to undertake an internship, volunteer, study abroad or take part in desk-based consultancy. Students will be invited to apply the concepts of personal and professional development to what they are experiencing outside the classroom in order to be better prepared for their personal and professional life.

Consumer-Led Sustainable Marketing

Delivers a critical, in-depth understanding of consumer-led sustainable marketing practices. Students are introduced to the concept of customer insight and its role in marketing decision-making. The module evaluates the psychological, social and economic roots of the discipline of consumer behaviour and relates these to contemporary consumers.

Global Branding and Integrated Marketing Communications

Provides students with a critical understanding of how a brand may be marketed via digital communications and placed within the Global marketplace. Various sectors including fashion, luxury, travel, entertainment and technology are explored while providing students with an in-depth understanding of branding theory.

Research Project: Design and Methods

Introduces students to research approaches, time and project management skills essential for their dissertation and similar tasks in the future. The module provides essential knowledge of research design across key areas and adopts a critical perspective in comparing and contrasting alternative research models.


The final element of the programme is the dissertation, which provides you with an opportunity to design and undertake a piece of original research in a relevant area of marketing which could become the starting point of your career in global marketing.

Cost & Fees

Tuition fees need to be paid to the university however some students are eligible for tuition fee support. The fees and financial support that are relevant to you depend on where you lived before coming to university.

Nationality Annual tuition fees (Full-time) Average annual tuition fees (Part-time)
UK (including Scotland) and Europe £8400 £2800
International (outside Europe) £12600 £4200

Entry Requirements

All entry requirements listed here represent the requirements for entry to the programme that are normally sought. The Admissions Team may assess additional evidence to assess your eligibility, however, depending upon your full academic/employment background.

Typical Entry Requirements

UK Honours degree 2:2 (or equivalent)

English Language

An academic IELTS score of 6.0 (or equivalent) with no element below 5.5.

Other academic and vocational qualifications

Each application to GCU is considered on an individual basis. If you do not have the typical academic entry qualifications, but can demonstrate relevant work experience and/or credits from recognised professional bodies, you may be eligible to enter this course via the University's Recognition of Prior Learning scheme.

INTO Pathway

If you do not qualify for direct entry, INTO Glasgow Caledonian University offers a Graduate Diploma Programme. This course offers a route to Glasgow Caledonian University through an excellent teaching and learning experience located in a purpose built study facilities. Successful completion of the Graduate Diploma Programme at INTO Glasgow Caledonian University to the standard required provides guaranteed progression to this degree.

Pre-sessional English

For international students who do not meet the minimum English language requirements, we offer Pre-sessional English language courses to help you improve your English language skills.

Program taught in:

See 8 more programs offered by Glasgow Caledonian University, London (GCU London) »

Last updated March 10, 2019
This course is Campus based
Start Date
Jan 2020
1 - 3 years
8,400 GBP
full time UK/EU students
By locations
By date
Start Date
Jan 2020
End Date
Application deadline

Jan 2020

Application deadline
End Date