International Marketing, M.Sc.

  • Application Deadline
  • 12 months
  • English (book IELTS)
University rank #801 (WUR) ,
This course is for those who want to develop or enter a career in marketing, particularly in international organisations.During the course you develop an appreciation of the main international marketing management skills needed for the twenty first century.


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.


• coursework


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


This course reflects the professional requirements of the Chartered Institute of Marketing.

Programme Structure

Course structure


  • September start – typically 12 months or 18 to 24 months with optional work experience
  • January start – typically 15 months

The optional work experience route starts in September 2016.

Typical modules may include


• understanding markets • international consumer behaviour • marketing decision making • 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.

Module descriptions

Understanding markets

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

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.

Marketing decision making

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.

Consultancy project

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.

Relationship marketing

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.

Research methods

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.

Detailed Programme Facts

  • More details: September start – typically 12 months or 18 to 24 months with optional work experience January start – typically 15 months
  • Programme intensity Full-time
    • Full-time duration 12 months
  • Languages
    • English
  • Delivery mode
    On Campus

English Language Requirements

You need the following IELTS score:

  • Minimum required score:


    The IELTS – or the International English Language Test System – tests your English-language abilities (writing, listening, speaking, and reading) on a scale of 1.00–9.00. The minimum IELTS score requirement refers to which Overall Band Score you received, which is your combined average score. Read more about IELTS.

    Book IELTS

    StudyPortals Tip: The UK government has confirmed new English-language testing requirements for visa and immigration purposes. Learn more

Academic Requirements

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.

Tuition Fee

  • International Applies to you

    13250 GBP/year
    Tuition Fee
    Based on the original amount of 13250 GBP per year and a duration of 12 months.
  • EU/EEA Applies to you

    6300 GBP/year
    Tuition Fee
    Based on the original amount of 6300 GBP per year and a duration of 12 months.
We've labeled the tuition fee that applies to you because we think you are from and prefer over other currencies.

Home / EU student

Course fees may be subject to annual inflationary increase.

2016/17 academic year

  • Typically £6,300 without work experience placement or £7,700 with work experience placement

Postgraduate loans of up to £10,000 a year are available across the majority of subject areas.

International student

2016/17 academic year

  • Typically £12,800 without work experience placement or £14,300 with work experience placement

2017/18 academic year

  • Typically £13,250 without work experience placement or £14,800 with work experience placement.


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