MSc International Marketing

Postgraduate, Full-time

International Marketing MSc



Broaden your horizons and gain valuable international experience by studying in both Edinburgh and France as part of your degree

Overview

International marketing is an increasingly important area of business as companies strive to grow globally. As well as learning basic principles of marketing, you’ll develop an appreciation of its practice in a global environment.

Napier student studying MSC International Marketing laughing and chatting outside a decorated building

Mode of Study:

Full-time


Duration:

1 years

Start date:

SepJan


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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.

You’ll learn alongside other international students and be taught in English, so you don’t need to speak French to apply. 

  • 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

    Your second trimester can be based in Edinburgh or at the IPAG Business School in Nice, France.

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
• Urban and Rural tourism systems;
• 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 )

The module develops 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 ( SOE11130 )

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 will explore key marketing management principles and theories with a focus upon practical marketing management issues. Within PPM, we will step through levels of the organisation, from corporate level, through business level, and to operational level. This approach will allow the student to view and evaluate organisational decisions across the organisation and understand issues of communication, culture, and change management amongst others. The first section of the module will consider Marking Planning incorporating elements of environmental scanning, developing and setting organisational and marketing objectives, and developing organisational and marketing strategy. Later sections of the module will focus upon marketing implementation which includes elements of media decisions, operations management, and marketing measurements.

Applying this knowledge, you will critically evaluate the macro and micro environment for the launch of a new product or service, identify appropriate strategies, logistics, pricing and communications, and outline ways of evaluating and measuring success.

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. Students 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 for students 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 students to a full understanding of how content creation can be used for driving sales and encouraging engagement (LO3). 4. Social Entertainment will show student the ways in which social gaming and play, branded videos etc. can be used to enhance brand identity and online presence(LO4). Students will also reflect on and critique the ways in which social media
and 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.

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.

Disclaimer

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

Placement and study abroad opportunities are subject to UK and Scottish Government health and travel advice.

Full information is available in our disclaimer.

Entry requirements

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.

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.

International students

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:
  • BN Nursing/MSc Nursing (Pre-registration) (Adult or Mental Health)
  • BM Midwifery/MM Midwifery

Admissions policies

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 2021/22 2022/23
Scotland, England, Wales, Northern Ireland, and Republic of Ireland £7,810 tba
Overseas and EU £15,620 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.


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