International Marketing MSc



Broaden your horizon and get ready for an exciting international marketing career.

Overview

This programme will equip you with knowledge and intellectual capabilities to successfully commence or develop a career in international marketing management. It is suitable for any graduate who wants a comprehensive understanding of international marketing. This could include a new graduate who is keen to start a career in marketing. Equally, it could include an experienced marketer who would like to ensure they have a thorough grounding in the marketing discipline in order to help develop their career.

The programme satisfies the need for academic rigour with an understanding of the day-to-day practice of international marketing. The modules contain many examples of marketing in practice and examine both established and new techniques for practising marketing in an international context successfully.

The degree also aims to develop the skills necessary for employment such as decision-making and problem-solving in complex, unpredictable and often fast changing situations; developing initiative and personal responsibility; and the independent learning ability needed for continuing professional development in an international environment. 

Typical entry point to this course is in September. Please enquire for more information.
 
Napier student studying MSC International Marketing laughing and chatting outside a decorated building

Mode of Study:

Full-time

Dual degree option

Duration:

1 years

Start date:

Sep

Course details

You’ll develop organisational and business skills as well as an understanding of strategic marketing, brand management theories, intercultural communication and the ability to develop marketing plans.

You’ll gain transferable skills such as formulating policy and project management, research, time management and presentation methods.

How will my degree reflect sustainability and sustainable development?

The Principles of Responsible Management Education (PRME) – established under the UN Global Compact – places a clear onus on Higher Education to ‘transform management education and develop the responsible decision-makers of tomorrow to advance sustainable development’. The Business School is a PRME signatory, and we seek to influence professional practice and policy nationally and internationally, helping to drive key societal, economic and environmental impacts.

Our mission is ‘to empower communities to apply business knowledge for positive societal impact’ and we work constantly to embed practical actions into our curriculum, to promote sustainability and relate these to the key ideas of sustainability, as reflected in the 17 UN Sustainable Development Goals (SDG). Our undergraduate and postgraduate programmes now reflect one or more of the SDG, and our research is targeted to solve real world problems, mapped against the criteria used in the Times Higher Education’s Impact Ranking. 

The most recent annual league table for Sustainability - compiled by People & Planet, the UK’s largest student campaigning network - again places Edinburgh Napier in a top 3 position among Scotland’s 19 universities. This reflects their assessment of our performance across a range of environmental and ethical considerations, which include carbon reduction and management, and education.

What is distinct about equality, diversity and inclusion?

Edinburgh Napier University is enriched by the diversity of perspectives, cultures and backgrounds brought by all within our global community. We are committed to a positive environment where diversity and inclusiveness is celebrated and everyone is treated fairly regardless of sex, sexual orientation, gender reassignment, disability, age, ethnic origin, religion or belief, marital or civil partnership status or whether pregnant or on maternity leave. We commit ourselves to providing a learning, working and social environment that is free from discrimination, prejudice, intimidation, stigmatisation and all forms of harassment and bullying.

The Business School's vision: 'To be the Business School for empowerment, enterprise and employability for all'.

Our mission statement: 'Empowering our communities to apply business knowledge for positive societal impact'.

  • calendar

    How you’ll be taught

    This is a one year full-time course starting in September and is split up into three trimesters. You’ll learn by a variety of teaching methods including lectures, tutorials and independent study.
  • study abroad

    Study abroad


Modules

Modules that you will study* as part of this course

Case Studies in International Tourism ( TSM11105 )

• International Cultural comparison
• Case Study method and comparative research methodologies
• Tourism and Development
• Tourism planning and policy
• Competitiveness and responsible tourism development;
• Ethical issues in international tourism
• Cross-cultural behaviour in tourism
• Global issues and value analysis.

Further information

Digital Analytics Strategy ( MKT11110 )

In this module, you will develop in-depth understanding of the theory, practice and managerial implications of using digital analytics as part of an organisation’s marketing strategy. The syllabus will introduce you to key principles and challenges, including the analysis and evaluation of data from social media, websites and search marketing to improve marketing performance. You will engage with a range of literature to reflect critically on contemporary issues and evaluate the role of big data ethics in an organisational context. In addition, you will get hands-on experience in key digital analytics tools used by marketing practitioners, resulting in strong strategic and applied knowledge in digital analytics upon successful completion of the module.

Further information

Digital Marketing Strategy ( MKT11124 )

This module introduces the theory, principles, and practice of digital marketing strategy. Using contemporary frameworks and recent case studies you will learn about paid, earned and owned media and their role in digital marketing strategy. You will investigate recent changes in online consumer behaviour and their impact on marketing practice. Some of the key topics discussed in this module will include: social media marketing, digital advertising, digital PR, online market research, user-generated content, mobile marketing, eCRM, content marketing strategy, email marketing, and online Public Relations. This module is accredited by the Institute of Digital Marketing.

Further information

Dissertation ( TBS11130 )

Research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination. Individual research, production of a dissertation, reflection on work undertaken.

Further information

Global Marketing ( MKT11104 )

* Introduction to Global Marketing - A Strategic Perspective
* The Strategic Marketing Process and Global Marketing Challenges
* The Global Trading Environment
* The Social and Cultural Diversity and Complexity of Globalisation
* Global Market Research and Opportunity Analysis
* Globalisation and Market Entry Strategies
* Global Product and Service Marketing
* Global Channels of Communication
* Pricing for Global Markets
* The Management of Global Distribution and Logistics
* Global / International Niche Strategies for Small and Medium Size (SME) Organisations
* Sustaining Competitive Advantage in a Global Environment

Further information

Intercultural Business Communication ( LNG11106 )

This module will provide you with a thorough understanding of specific theories of
culture and communication, cultural systems and dimensions offered by major
intercultural researchers and the critiques they have received in order to contribute to
a more widening debate of intercultural theory and research. Taught sessions will
address the notions of culture and intercultural business communication, and
theoretical frameworks about cultural systems, cultural complexity and acculturation.
There is also one session devoted to an intercultural workshop that helps you
rehearse, through practical activities, the input from the previous taught sessions.

Further information

Principles and Practice of Marketing ( MKT11108 )

The module is essential to anyone wanting to work in business and / or marketing. Throughout the module we will analyse the principles and practices of marketing with a focus on their practical application.
The module covers:
1. Marketing environment
2. Marketing Strategy and objective setting
3. Marketing communications
4. Understanding Products
5. Pricing strategies
6. Logistics and distribution
7. Services marketing
8. Sustainability
9. Planning and control.
By studying Principles and Practices of Marketing you will learn how to make marketing decisions across an organisation, and how to devise and implement a marketing plan for a product / service of your choice.


Further information

Research Methods ( SOE11131 )

Research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination.

Further information

Social Media and Content Marketing ( MKT11111 )

This module explores key theories and practices related to social media marketing and content marketing. The structure of the module follows a well-established model developed by Solomon and Tuten (2020) that focuses on 4 zones of social media marketing. You will learn: 1. how organisations establish and maintain Social Communities using appropriate interactive creative content practices that are published on social media pages and profiles(LO1). 2. Social Publishing will open up the world of creative content for businesses and organisations, with a specific focus on blogging and other narrative and social/personality- driven media content(LO2). 3. The third element of this module will focus on Social Commerce, leading you to a full understanding of how content creation can be used for driving sales and encouraging engagement (LO3). 4. Social Entertainment will show you the ways in which social gaming and play, branded videos etc. can be used to enhance brand identity and online presence(LO4). You will also reflect on and critique the ways in which social mediaand content marketing techniques can be used in marketing and business contexts (LO5).

Further information

Strategic Brand Management ( MKT11103 )

Develop a critical understanding of strategic brand management theory and evaluate the value of such theory to organisations. Analyse the origin of popular brands. Strategic brand management process. Establishing brand position and values. Choosing brand elements to built brand equity. The role of advertising and the Internet in brand development. The legal protection of brands. Co-branding and brand conflict. Developing brand equity measurement and management systems. Managing brands in a global context and the not for profit sector. Branding and sustainability

Further information

* These are indicative only and reflect the course structure in the current academic year. Some changes may occur between now and the time that you study.

ACCREDITED BY

Disclaimer

Study modules mentioned above are indicative only. Some changes may occur between now and the time that you study.

Full information is available in our disclaimer.

Entry requirements

What are the entry requirements for International Marketing?

The entry requirement for this course is a Bachelor (Honours) Degree at a 2:2 or above.  We look for applicants to have a background in any discipline in order to be eligible for the programme.

We may also consider lesser qualifications if you have sufficient professional work experience within the industry.

Can I get admission in International Marketing based on my working experience in this sector?

This course has academic entry requirements which are assessed alongside relevant work experience. Full details of any relevant work experience, including references should be submitted with your application and may be considered for entry where the minimum academic entry requirements are below those required.

Usually, unrelated work experience is not considered sufficient for entry without meeting the minimum academic entry requirements. Please contact us with your specific circumstances by submitting an enquiry form above and we will be happy to discuss your options.

Can I make an appointment with an advisor to discuss further about the admission process?

If you want to get more information on the admission process, please get in touch with the Postgraduate admissions team by submitting an enquiry form above.

If your first language isn't English, you'll normally need to undertake an approved English language test and our minimum English language requirements will apply.

This may not apply if you have completed all your school qualifications in English, or your undergraduate degree was taught and examined in English (within two years of starting your postgraduate course). Check our country pages to find out if this applies to you.

We welcome applications from students studying a wide range of international qualifications.
Entry requirements by country

Please note that international students are unable to enrol onto the following courses:
  • BM Midwifery/MM Midwifery
  • All Graduate Apprenticeship courses.

See who can apply for more information on Graduate Apprenticeship courses.

We’re committed to admitting students who have the potential to succeed and benefit from our programmes of study. 

Our admissions policies will help you understand our admissions procedures, and how we use the information you provide us in your application to inform the decisions we make.

Undergraduate admissions policies
Postgraduate admissions policies

Fees & funding

The course fees you'll pay and the funding available to you will depend on a number of factors including your nationality, location, personal circumstances and the course you are studying. We also have a number of bursaries and scholarships available to our students.

Tuition fees
Students from 2024/25 2025/26
Scotland, England, Wales, Northern Ireland, and Republic of Ireland £8,715 £tba
Overseas and EU £18,800 £tba
Please note tuition fees are subject to an annual review and may increase from one year to the next. For more information on this and other Tuition Fee matters please see Frequently Asked Questions about Fees Click this link for Information of Bursaries and Scholarships
The University offers a 20% discount on Postgraduate Taught Masters programmes to its alumni. The discount applies to all full-time, part-time and online programmes. The discount can only be applied to year one of a full-time Postgraduate degree, any additional years are exempt from the discount. For part time Postgraduate degrees the discount will apply to years one, two and three only and any additional years will be exempt from the discount.
Please note that the tuition fees liable to be paid by EU nationals commencing their studies from 1 August 2021 will be the Overseas fee rate. The University offers a range of attractive Tuition Fee bursaries to students resident in specific countries. More information on these can be found here.


Please note:

The discount for Edinburgh Napier alumni can only be applied to year one of a full-time Postgraduate degree, any additional years are exempt from the discount.

For part time Postgraduate degrees the discount will apply to years one, two and three only and any additional years will be exempt from the discount.

Please read our full T&C here

Careers

This course will give you excellent career prospects in marketing including at management level.

The experience of studying marketing abroad and in a global context can open up many more marketing career options to you around the world.

Students laughing and chatting around a table in Craiglockhart campus