Modules:
Consumer Insights; Brand Lab and International Communications; Innovation and Global Marketing Logistics; International Marketing Strategy; International Marketing Concepts for Sustainable Practice; Digital Marketing; Analytics and Storytelling with Data; Career Planning and Professional Development; Introduction to Research Methods.
Download the Programme Specification for a detailed breakdown of its structure, what you will learn and other useful information.
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Consumer Insights
Delivers a critical, in-depth understanding of consumer-led sustainable marketing practices. You will be 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.
Brand Lab and International Communications
Explores developing new brands and introducing them to market considering brand identity, positioning and image as well as strategies in cross-cultural international contexts and sustainability in branding. You'll create and plan the implementation of a coherent marketing communications plan to stimulate desired consumer responses and build and enhance brand equity. This module aims to develop your understanding of marketing communication theory and application of the marketing communications mix in an international context.">
Digital Marketing, Analytics and Storytelling with Data
In today's shifting digital landscape, international brands must evolve to meet the needs of their modern digital-savvy customer. This module will help you grasp the fundamentals of digital and social media marketing to engage with customers, reach new audiences and create exceptional digital content. As part of the module, you'll contribute to the local marketing team's digital marketing efforts through the planning and execution of micro-campaigns. Understanding the data from such campaigns and ability to present compelling ROI narratives through storytelling with data is vital for marketing teams.
International Marketing Concepts for Sustainable Practice
In an increasingly global and digitalised world, businesses must rethink traditional marketing concepts and strive to implement more comprehensive and responsible approaches to marketing. You'll explore the interaction between different elements of the marketing mix and the wider contexts, which is essential to effective and responsible marketing. Underpinned by the United Nations' Principles for Responsible Management Education (PRiME) you will consider implications for international marketing practice and its sustainability for the future.
International Marketing Strategy
Considers the challenges that organisations face in the contemporary global B2B and B2C marketplace and explores strategic options internationally. Adopting a strategic marketing planning perspective, this module will equip you with the necessary tools, skills and insights to generate a comprehensive, cohesive and congruent strategic marketing plan to take an organisation global, including new market entry decisions to successfully engage in international opportunities.
Innovation and Global Marketing Logistics
Examines the interconnection of an entrepreneurial mindset and its role in the process of developing innovative new product and service solutions in a private, public or third sector. By critically appraising effective and responsible global marketing logistics solutions, you'll develop a portfolio showcasing how to take your innovation to market and deliver the product or service benefits to customers.
Career Planning and Professional Development
Enables you to identify and develop your key personal abilities in the context of your future career aspirations. You'll be given the opportunity to undertake work experience, volunteer, study abroad or take part in desk-based consultancy. You will be invited to apply the concepts of personal and professional development to what you are experiencing outside the classroom in order to be better prepared for your personal and professional life.
Introduction to Research Methods
Introduces you to research approaches as well as time and project management skills essential for your research project 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.
Research Project
The final element of the course is an in-depth research study, 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 international marketing. The project can take the form of an Applied Research Project, an Inquiry Project or a Consultancy Project. The Applied Research Project involves the collection of either primary and/or secondary data. The Inquiry Project is secondary data based on exploring an aspect of a global trend, associated literature and an assessment of its implications for local practice. The Consultancy Project is normally primary data-based and requires you to adopt the role of a consultant with a relevant organisation.
