International Marketing - MSc

Structure and exit awards

You can opt to study for the full MSc (190 credits), a PgDip (130 credits) or a PgCert (60 credits). Please note that all students will initially enrol in the full MSc. 

You can also register as an associate student to complete a single module for CPD. On completion of a single module, you may wish to complete further modules and progress your studies to a named award. Contact Abhilash SugunaNair for more information on single module study. 

Teaching, learning and assessment

Teaching comprises a combination of lectures, seminars, tutorials, case studies, field trips and projects. The 'capstone' module for the course allows you to choose either a 'live' project for a client, the development of a business start-up proposal, or a master's level dissertation. Each of these options is intended to draw together elements of the taught course. The dissertation or project will be facilitated, monitored and assessed by tutors within QMU and, where appropriate, by staff within the organisation in which it is undertaken.

Assessment will take a variety of forms, including essays, reports, group and individual presentations, and website development. In our assessment methods, we focus on enabling you to demonstrate practical skills alongside theory, making you particularly attractive to potential employers.

Placement

Students that choose to undertake the Business Consultancy in Practice module as their capstone project will have the opportunity to negotiate with an external client about a piece of ‘live' consultancy work. Students who are interested in a more formalised placement element should consider choosing the new two-year MSc International Marketing with Professional Practice.

Teaching hours and attendance

If you are studying full-time, teaching normally takes place over two or three days, comprising both classroom-based learning and industry learning. You will also be required to carry out independent learning to support your formal teaching. Your specific timetable will depend on whether you are studying full-time, part-time or an individual module. Timetables are normally available approximately one month before you commence your studies.

Class sizes

It is anticipated that the cohort size for this course will be approximately 20-30 students. However, a number of the modules for the degree will be shared with other courses, so class sizes will vary.

Teaching staff

You can read more about the teaching staff on this page. Please note that teaching staff is subject to change.

You will study the following modules:

• Contemporary Issues in Business and Society (15 credits): This module is taken in your first semester by all students as an introductory Business School postgraduate module that explores what it means to be a master’s student. It is designed so that all students enrolled in the course can access this higher level of postgraduate education effectively. This module aims to enable you to develop a well-grounded understanding of the theory and practice of international management and to relate it to events taking place at global and national levels. Utilising the United Nations Sustainable Development Goals as a discursive element within the module, the ways in which business can positively contribute to achieving these will be critically evaluated.
• International Marketing (15 credits): Marketing is often perceived as being primarily entwined with advertising or convincing consumers to purchase items they may not know they need. However, we would highlight that marketing must be looked at much more holistically within an organisation. Having critical oversight and direction on who you are, what you have to say, and how to connect this with your target audience is an ongoing challenge. The module will question the application of marketing theories, practices, and concerns into our culturally diverse and complex World. The module will enable students to investigate, analyse and evaluate the role and scope of marketing activities within an international perspective and context.
• Digital Communications (20 credits): The evolution, diffusion, and adoption of digital technologies have fundamentally altered the way we live, work, relate to one another, and conduct business. These technological and societal changes are having a far-reaching impact on the communications, public relations, and marketing disciplines, presenting both challenges and opportunities for the industry. This module provides sound theoretical and practical knowledge of digital communications, grounded in a critical understanding of current and emerging technologies, digital strategies, and social media platforms. The module examines a number of topics, including digital strategy, social media, search engine optimisation, online community building and management, stakeholder analysis, issues management, web analytics and big data, content marketing, web design, online customer journey, ethical and legal aspects of digital communications, and more.
• Consumer Behaviour and Global Branding (15 credits): The module is designed to provide an in-depth, critical understanding of consumer behaviour and how it informs organisational branding, set within a global context. You will be introduced to the concept of consumer behaviour and its role in developing a targeted and coordinated brand strategy. This is also contextualised for consideration globally. A range of consumer behaviour models is examined alongside branding strategies, how brands are created, the nature and influence of consumers on these brands, and, lastly, how culture influences the global approach to branding. The module further evaluates the psychological, social, and economic roots of the discipline of consumer behaviour and relates these to contemporary consumers. The module also addresses emerging themes and contemporary issues, such as technological advances, the cultural and sustainability dimensions of brand identity, and brand positioning, brand image, brand equity, branding strategies, cross-cultural branding, and sustainability branding, through the lens of environmental and social benefits from a global perspective.
• Data Analytics for Management Decision-Making (15 credits): This module explores the sources of data, how it is collected, processed, and presented, and then continues the data lifecycle by considering how it is used in informed decision-making processes within contemporary enterprises. With so much data noise, how can business be certain that the data they are using is reliable and valid? How can they then link that to a primary function within management and leadership: decision-making?
• Marketing Innovation and Campaign Management (15 credits): This module is designed to provide an in-depth and critical understanding of market-driven product/service innovation. The characteristics of products and services, as well as new product development, are examined and critiqued. The contribution of both an organisational and individual entrepreneurial mindset within a successful marketing function is investigated.
• Critical to most marketing activities is the communication and campaign/s that support innovative products or services; how they are marketed, launched, the campaign that sustains the product in the marketplace and how effective campaign management acts as a differentiator for the product amongst its competitors. Drawing upon contemporary theory and practice, the module explores the various issues associated with innovation and how to garner creative and engaging campaign strategies.
• Strategic Management (15 credits): This concerns itself with assessing what’s important, determining how to get there, and avoiding the potential pitfalls. By focusing on long-term sustainable success, practitioners can avoid the noise of the day-to-day. The module incorporates strategic concepts, tools and techniques that organisations can employ to assess their environment and resources and make strategic decisions towards long-term success. This is a mandatory module for all Queen Margaret Business School MSc courses. Much of the knowledge and skills developed in this module are transferable and useful in a broad range of management functions.
• Research Methods: Problems and Solutions (20 credits): Research plays an important role in academic studies and is also a core skill for managers and leaders in contemporary enterprises. This module is designed to develop both theoretical research knowledge and practical insights into the purpose, nature, execution, and value of research approaches, and how these can be effectively utilised in solving problems in the context of academic knowledge creation or organisational professional practice.

Progressing to an MSc?

If studying for an MSc, you will also complete one of the following Capstone module options: 

• 12,000-word dissertation (60 credits): To enable you to develop, plan and critically evaluate a piece of research in the relevant degree subject-related area, written up in the form of a dissertation. This offers the opportunity to conduct a substantial academic research project around a research topic of your choice.
• Business Consultancy in Practice (60 credits): This is a hands-on practical project where you will work with a business on a live project, determine the project parameters, manage the project, and deliver a consultancy report recommending actions the company can implement. The module aims to develop excellent project and client management skills alongside high-level writing skills, including strong reflective abilities.
• The Business Incubation Plan (60 credits): The aim of this module is to critically evaluate a range of nascent, micro and family businesses and to develop, through inception, investigation and planning, a new start-up business or social enterprise of your own design. You will work with mentors, QMU’s Startup Studio and the on-campus Business Gateway to take your business from idea to reality.

Who are DMI?

DMI is an internationally recognised network of over 250,000 members working in every major city across the globe.

QMU has chosen to partner with DMI specifically in accrediting the Digital Communications module. The DMI accreditation shows employers that your degree and learnt skills/knowledge are up to date with the latest findings in marketing and that you have received a high quality multi-disciplined degree.

What does accreditation mean for me as a student on this course?

1. Membership

With DMI accreditation, all students taking the Digital Communications module will be given a membership account with the DMI. Students can log in to the DMI website at their leisure and can access a wealth of information to assist with their studies, keep up-to-date and discover what is happening in digital marketing today – all of which is sure to help with your future employability.

As a member, you will be able to:

• access an extensive database of marketing research resources such as articles, videos, eBooks, toolkits, specialised courses and lessons;
• view a back library of podcasts as well as view new biweekly podcasts from industry experts, which will help you sharpen your views and mindset;
• view monthly webinars delivered by guest speakers including some of the leading experts in digital marketing;
• access a glossary of industry terms which will ensure you understand what is meant by the terminology, acronyms and phrases used every day in the digital marketing industry; and
• access the DMI jobs board which will help you easily find current vacancies in the industry.

2. Qualification

As a student on the MSc International Marketing you will study the core module ‘Digital Communications’, which the DMI has specifically accredited. On completion of your degree, which requires that you successfully pass this module, you will obtain a CDMA (Certified Digital Marketing Associate) accreditation from the DMI.

The Chartered Institute of Marketing is one of the world's leading professional bodies for marketers, holding a Royal Charter that recognises the standard it sets for the profession. QMU holds CIM Accredited Degree status for the MSc International Marketing (plus professional practice), which means your course has been formally mapped against CIM's professional framework. For you, that is a clear signal to employers that your learning meets a recognised industry benchmark and reflects current marketing practice.

The real value of CIM accreditation lies in the head start it gives you towards a chartered professional qualification. Your MSc has been mapped against two CIM awards: the Certificate in Professional and Digital Marketing (Level 4) and the Diploma in Professional and Digital Marketing (Level 6). 

Beyond the qualification itself, accreditation opens the door to CIM's professional community. You can join The Marketing Club for the duration of your degree, and gain access to industry events such as The Pitch, helping you stay connected to the profession and build your network while you study.

The benefits of CIM accreditation are: 

• Exemptions which reduce the number of assessments students must take to gain a CIM qualification – to either one or two depending on the qualification level. Students have up to five years from graduating to complete the qualification. 
• Reducing the duration to gain CIM qualifications by up to 66%. Students can complete the missing module(s) whilst studying for their degree with CIM qualifications. 
• Access to the Marketing Club, a community that provides valuable resources for students. 

The Marketing Club

• The Marketing Club is an exclusive global community designed for full-time students, offering access to valuable resources, knowledge, and connections that help build confidence and launch careers. Students can connect with marketing professionals, academics and peers worldwide, allowing expertise to be shared and partnerships to be built.  
• For just £10 for students can access these benefits for the duration of their studies. 
• Students can gain the confidence to enhance their studies, inspire their thinking and launch their 
  career in marketing. 

.This course has been carefully reviewed and designed to assist those who may or may not have previous marketing experience, providing you with the necessary skills, knowledge and experience to forge ahead with a new career in marketing.

You will be qualified for a broad spectrum of marketing and management positions within a range of businesses and other organisations, for example as a:

• marketing manager
• brand manager
• brand marketing executive
• product marketing manager
• consultant

For those who may already have a marketing background, the course will help, for example, by utilising the Business Consultancy in Practice module, to allow you to build in opportunities to create your own deeper learning and ensure you climb the career ladder.

Previous QMU graduates have gone on to work in marketing agencies, run their own business, work in a not-for-profit role and work in marketing and communications positions in industry in the UK, Europe and further afield.

If you opt to complete the Business Incubation Plan module, you will work with mentors, QMU’s Startup Studio (and associated 'Bright Red Triangle' package of enterprise support) to develop a new start-up business or social enterprise of your own choice.

Entry requirements

Applicants should have a UK honours degree or an overseas qualification of an equivalent standard in an appropriate discipline. We also welcome applicants with an ordinary degree who can show a period of relevant post-graduation work experience in a managerial role.

International: You will be required to provide evidence of English language competence at no less than IELTS 6.5 with no individual component score less than 6.0.

Other information

Fees for this course are calibrated to incorporate all transport and activities on field trips as well as practical classes. See Fees and Charges page.

Disability/health conditions

If you have a disability, long-term physical or mental health condition, or learning disability, it should not stand in the way of your studying at QMU. However, if you are not sure whether your disability might be a barrier in your studies or in relation to the professional standards, please contact the disability service who will be able to have a conversation with you about reasonable adjustments and supports available to you.

Applying for this course

For more information on applying, or to apply for this course, please follow the links in the 'Start your application' box at the top right of this page.

Application deadline

Home: End of August for September 2027 start and end of December for January 2028 start.

International: End of June for September 2027 start and end of November for January 2028 start.

Contact Abhilash SugunaNair (Programme Leader) or contact Admissions

More information on our forthcoming open events

• The delivery of this course is subject to the terms and conditions set out in our 2027/28 Entry - Terms and Conditions (Postgraduate).
• The information on this page is correct at the time of posting (October 2026) but is subject to change. In the event that modules change, QMU will seek to use reasonable endeavours to ensure that there is no detrimental impact on students. Please keep an eye on this page for updates.