International Marketing Strategy MSc

Course Content

• Course Details

  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. Marketing is an essential component of organisational success not only in businesses, but also in the public sector and not-for-profit organisations.

  Whether you are actively seeking opportunities in other countries, or working with global influences in a home market, international marketing strategy affects us all. This MSc in strategic international marketing will enable you to develop the professional marketing skills and knowledge required to work effectively in this increasingly complex environment. Studying this international marketing strategy course will also enhance your ability to think strategically about marketing issues and challenges.

  The University of Northampton’s MSc International Marketing Strategy course is made up of several modules that combine to provide you with a comprehensive coverage of the challenging and dynamic discipline of international marketing. The content of the course reflects the key strategic decisions that underpin international marketing including:

  • the decision to internationalise
  • market identification
  • screening and selection
  • market entry
  • tactical action programmes
  • implementation
  • monitoring and evaluation

  The dissertation gives you an opportunity to complete a substantial piece of independent research on an international marketing topic of your choice.

  Industry Placement Route Opportunity

  The industry placement on this marketing strategy course enables you to develop your skills and knowledge in a real-world work environment, whilst completing an applied research project. This will give you an advantage over the competition for jobs and scholarships after you graduate and could be a good starting point for setting up your own consultancy business.

  Your placement will need to be appropriate to your level of study and you should also be paid for this work. On the MSc in strategic international marketing, we will support you in finding and securing a suitable placement opportunity, however it must be noted that placements are highly competitive and there is no guarantee of a placement offer being made by an employer.

  If you are unable or unwilling to progress with an industry placement, for whatever reason, you will have the option to transfer onto our Dissertation and Research Methods module in order to gain the required credits to complete your international marketing strategy MSc.

  Modules

  Please note the modules shown here relate to the academic year 24/25. The modules relating to the academic year 25/26 will be available from June 2025.

  • Stage 1
    • Global Marketing Strategy (20 Credits)
      Module code: MKTM018

      Status: Compulsory
      The purpose of this module is to critically examine the marketing challenges and opportunities faced by firms as they develop and grow in international markets. A variety of analytical frameworks are examined and applied to a range of businesses and strategic global marketing plans developed.
    • Dissertation and Research Methods (60 Credits)
      Module code: MKTM021

      Status: Compulsory
      The purpose of this module is to design and conduct an independent piece of academic research, providing an opportunity to develop and demonstrate advanced scholarship skills. This combined research methods and dissertation module provides subject-specific methods training in preparation for the completion of a dissertation.
    • International Marketing Communications (20 Credits)
      Module code: MKTM026

      Status: Compulsory
      The purpose of this module is to develop understanding of the formulation, management and implementation of integrated marketing communication plans and associated activities, in a variety of international and organisational contexts.
    • Strategic Digital Marketing (20 Credits)
      Module code: MKTM027

      Status: Compulsory
      The purpose of this module is to examine digital technologies and social media from a marketing perspective, evaluating the impact they are having on the evolution of business practice. Students will investigate the role of digital tools and techniques in developing markets, communicating with customers and channels.
    • Global Marketing Issues (20 Credits)
      Module code: MKTM030

      Status: Compulsory
      The purpose of this module is to examine the factors and influences that shape demand and supply within a multi-faceted global context. It explores approaches, tools and frameworks available for identifying and analysing the impact of identified factors and influences on marketing decisions.
    • International Marketing Research (20 Credits)
      Module code: MKTM031

      Status: Compulsory
      The purpose of this module is to explore how information is used to aid strategic international decision-making. The module explores the issues and challenges that exist in international marketing research, providing a suite of problem solving and decision-making tools derived from scientific theory and industry best practice.
    • Strategic Marketing Management (20 Credits)
      Module code: MKTM044

      Status: Compulsory
      The purpose of this module is to examine the principles and practice of marketing management. The core principles of the marketing concept will be established and major decision areas for creating and delivering customer value will be explored and evaluated in the context of current theory and practice.

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• FAQs

  What is the teaching style for the International Marketing Strategy course?

  Throughout the strategic marketing MSc, you are taught by experienced academic staff with specialist knowledge of their subject areas. Taught modules are delivered using workshop 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, interactive business simulation software and practical exercises supplemented by extensive online learning materials.

  What are the assessments for International Marketing Strategy MSc?

  An innovative range of individual and group-based assessments are used involving the preparation of essays, marketing plans, case study analyses, portfolios and presentations as well as the dissertation.

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