Gain the knowledge and skills to develop or enter a career in marketing, particularly in international organisations on this masters course. To be successful in dynamic markets, you need the ability, knowledge and attitudes to ensure you manage effectively. This course provides you with these.
You develop your knowledge and skills in the current key areas of international marketing, including
• the practical problem solving skills needed by companies operating in international markets
• understanding customers and international consumer behaviour
• cross-cultural understanding – to become an effective manager through international marketing planning
• dynamic entrepreneurial marketing and innovation – creating and developing your own product or service and bringing it to the point of launch
• building confidence in your sales and presentation skills
As part of the course, you work on a live consultancy project for three months for a UK based company under academic supervision.
The course reflects the professional requirements of the Chartered Institute of Marketing.
September start – typically 12 months
January start – typically 15 months but you can complete it in 12 months
Starts September and January – typically three years
• understanding markets • digital marketing in the contemporary world • international consumer behaviour • international marketing planning • consultancy project • relationship marketing • entrepreneurial marketing and innovation • digital marketing • international branding • research methods • dissertation
You complete four modules for the postgraduate certificate, eight modules for the postgraduate diploma, and all nine modules for the masters.
Analysing the market environment in which you are operating allows you to understand how the company you are working for should respond and make decisions to stay competitive. This module is run intensively using a real-time simulation package. You develop the sound knowledge and analytical skills needed to analyse and manage rapidly changing markets in a globally challenging marketing environment.
Digital marketing in the contemporary world
You evaluate and compare digital marketing strategies for a selection of international organisations and learn how to optimise ongoing communication and marketing via web analytics. You are taken through the process of defining the digital target market and providing a digital platform to meet their evolving needs.
International consumer behaviour
You evaluate the role of customer relationship management within the overall context of marketing management. This allows you to recognise the significance of effective relationship management in different marketing situations. You gain an understanding of the principles of relationship marketing including adding value through the supply chain and integrated networks, within a dynamic, customer facing environment.
International marketing planning
You develop an understanding of the strategic marketing planning process and the ability to apply these principles to a variety of organisations. You become aware of why the marketing planning process is fundamental to the creation of a competitive value proposition. You do this by undertaking an analysis of an organisation and its environment to see how to develop appropriate objectives and strategies to enable a consequent improvement in operational marketing performance.
This module gives you a live company experience allowing you to apply elements of theoretical and conceptual knowledge developed within the course. Under the supervision of a tutor, you undertake a market research project for an external client within a real-time framework under actual market conditions. You are not employed by the organisation but act as an external independent consultant.
This module introduces the concepts of relationship marketing and promotes a critical understanding of its potential application in different types of organisations and markets. You reflect upon different theories of relationship marketing and apply these directly to business scenarios. This helps you to develop an awareness of the opportunities and challenges facing organisations in managing relationships through modern media.
Entrepreneurial marketing and innovation
This module develops your creative skills. You identify and assess opportunities for innovation. You learn about the challenges that are faced in the development and implementation of innovation in business environments across the world. You reflect on how your entrepreneurial marketing capability will help you to succeed in your marketing career.
This module prepares you for your dissertation. You develop a critical and reflective approach by pursuing a specific area of marketing that interests you. This involves developing terms of reference for your project, with objectives. You begin to critically evaluate published empirical research, as it applies to the marketing problem of your choice. You begin to develop an understanding of your research topic, which is continued in more depth for your dissertation.
Through independent study, you develop research skills by exploring an issue that is relevant to global strategic marketing. You are encouraged to critically assess current theories and perhaps question conventional marketing wisdom. Through secondary and primary research you investigate your research topic to arrive at a deeper understanding of your chosen global strategic marketing issue. Your personal dissertation supervisor will support and encourage your learning during this important final stage towards your masters qualification.
Normally you need one of the following
• an honours degree
• equivalent professional qualifications
In exceptional circumstances we consider candidates without formal qualifications who demonstrate the necessary experience, intellect and motivation.
Overseas applicants from countries whose first language is not English must normally produce evidence of competence in English. An IELTS score of 6.0 with 5.5 in all skills (or equivalent) is the standard for non-native speakers of English. If your English language skill is currently below an IELTS score of 6.0 with a minimum of 5.5 in all skills we recommend you consider a Sheffield Hallam University Pre-sessional English course which will enable you to achieve an equivalent English level.
If you do not meet the above criteria you can apply for the Graduate Diploma in Business and English. After passing this diploma we automatically offer you a place on one of our business-related masters degrees.
No work experience is required.
This course reflects the professional requirements of the Chartered Institute of Marketing.
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