International Marketing MSc - 2023/4

Awarding body

University of Surrey

Teaching institute

University of Surrey


FHEQ Level 7

Final award and programme/pathway title

MSc International Marketing

Subsidiary award(s)

Award Title
PGDip International Marketing
PGCert International Marketing

Professional recognition

Association to Advance Collegiate Schools of Business (AACSB)
Accredited by the Association to Advance Collegiate Schools of Business (AACSB).

Chartered Institute of Marketing (CIM)
Accredited by The Chartered Institute of Marketing (CIM) for the purpose of gaining CIM qualifications through the Graduate Gateway.

Modes of study

Route code Credits and ECTS Credits
Full-time PKA61127 180 credits and 90 ECTS credits

QAA Subject benchmark statement (if applicable)

Other internal and / or external reference points


Faculty and Department / School

Faculty of Arts and Social Sciences - Surrey Business School

Programme Leader


Date of production/revision of spec


Educational aims of the programme

  • To develop generic international marketing skills necessary to be effective in today's challenging global marketing environment, in addition to subject-specific knowledge.
  • To provide a high quality, vocational education which is intellectually rigorous and up to date, as well as relevant to the needs of existing and future managers, executives and other professionals in international marketing management.
  • To provide a business management orientation related to international marketing management and draw upon a range of cognate areas of study to explain and analyse this business function.
  • To inform the teaching practice, the programme is international in scope and coverage, and lecturers draw upon the most recent research.
  • To develop students as independent and reflective learners, able to continue their learning once in their chosen profession.

Programme learning outcomes

Attributes Developed Awards Ref.
A systematic, in-depth understanding of the development, issues and influences relevant to international marketing management. K PGCert, PGDip, MSc
A high level of theoretical and applied knowledge of international marketing and provision of business sector education. KC PGCert, PGDip, MSc
An ability to independently and critically evaluate approaches and techniques relevant to international marketing management. KCT PGDip, MSc
An ability to conduct research and produce a high-quality Dissertation: this includes the ability to select, define and focus upon an issue at an appropriate level; to develop and apply relevant and sound methodologies; to analyse the issue; to develop recommendations and logical conclusions; to be aware of the limitations of the research work. PT MSc
A range of generic skills relevant to the needs of existing and future managers, executives, and professionals, irrespective of their sector of operation. These will include analysis and synthesis, problem-solving, oral and written communication, computing/IT literacy, critical reasoning, data analysis, organisation and planning, problem solving, independent and group working and research PT PGDip, MSc

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Programme structure


This Master's Degree programme is studied full-time over one academic year, consisting of 180 credits at FHEQ level 7. All modules are semester based and worth 15 credits with the exception of project, practice based and dissertation modules.
Possible exit awards include:
- Postgraduate Diploma (120 credits)
- Postgraduate Certificate (60 credits)

Programme Adjustments (if applicable)



Year 1 (full-time) - FHEQ Level 7

Module Selection for Year 1 (full-time) - FHEQ Level 7

Semester 1 modules are all compulsory
Semester 2 students must select 1 optional module from the list available

MANM543 - Marketing Research - is only available in semester 1 for September starters

FEBRUARY START - Module Selection For Year 1 (Full-Time) - FHEQ Level 7

First semester (semester 2 according to the academic calendar) you will study these three compulsory modules (15 credits each unless stated otherwise):

MANM546 - Perspectives on Consumer Behaviour
MANM139 - International Retailing
MANM407 - Global Strategy

The following dissertation module is a research-based module which runs year long:
MANM542 - Dissertation in Marketing (60 Credits)

and you will need to choose one of the following optional modules (15 credits each):

MANM533- Marketing Analytics
MANM390- International Fashion Marketing and Luxury Branding
MANM013- International Trade
MANM018- Integrated and Digital Marketing Communications

Summer period: You will complete the following compulsory module (15 credits):

MANM543 - Marketing Research

Second semester (semester 1 according to the academic calendar) you will study these three compulsory modules (15 credits each):

MANM011- International Marketing Management
MANM017- Marketing
MANM009- International Business Management

For key dates and semester lengths including the summer period visit: Key Dates

Opportunities for placements / work related learning / collaborative activity

Associate Tutor(s) / Guest Speakers / Visiting Academics Y
Professional Training Year (PTY) N
Placement(s) (study or work that are not part of PTY) N
Clinical Placement(s) (that are not part of the PTY scheme) N
Study exchange (Level 5) N
Dual degree N

Other information

Employability: International marketing can provide opportunities for businesses to grow globally and develop strategies for products and services in global markets. Students learn several transferrable skills which help them in their degree as well as enhance their employability prospects. Students are trained in marketing research skills which can be applied to various international marketing issues. Practice based learning and teaching approach is carried out whereby, guest speakers and industry experts are invited regularly to help equip students with the application of practical concepts with a hands-on approach. They also learn various presentation skills which are of significance importance at workplaces such as; professional report writing, using appropriate sources, structuring the presentation etc.

Global and cultural capabilities: International marketing can improve a company¿s profitability by reaching out to a wider customer base and enhance a company¿s reputation in other markets. This programme provides students with the knowledge of international marketing theories and their application to real cases in a fast-changing global marketing environment. This is carried out through modules both compulsory and optional with a global focus. Further, students are provided with opportunities to critically discuss international marketing strategies in various cultures thus, providing them with a wider global experience. In doing so, they develop a nuanced perspective on key global challenges by considering diverse stakeholder interests.

Sustainability: In today¿s world where resources are limited, it is important that we understand the impact we have on our environment and society. In this programme, module sessions are developed to encourage students to think and critically evaluate the various corporate social responsibility strategies of brands and their impact on the society.

Digital capabilities: Given that post Covid-19 pandemic, the world is moving towards hybrid systems therefore, it is of paramount importance now more than ever to learn and enhance digital skills. This programme provides students with the necessary digital capabilities required in the international marketing workplace. They learn to work with various coding softwares and languages. Through marketing analytics and research modules, they are taught to carry out data analysis by using SPSS and Qualtrics. Students also learn to develop professional presentations using softwares such as Panopto and Microsoft Powerpoint in addition to using MS Teams, Zoom and the University¿s virtual learning environment for communications.

Resourcefulness and Resilience: This programme provides students with opportunities to become resourceful and resilient which is of significant importance in the workforce. For example, they work in teams to develop skills such as flexibility, commitment, and empathy towards team members while at the same time work towards achieving the learning outcomes of the task. Through compulsory and optional modules, they gain an in-depth understanding of the various international marketing concepts. The assessments help them develop problem solving and critical thinking skills by undertaking critical analysis of international marketing concepts and strategies. This also helps them engage with wider scholarship and synthesise arguments.

Quality assurance

The Regulations and Codes of Practice for taught programmes can be found at:

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2023/4 academic year.