MSc International Marketing

Integrated marketing knowledge of contemporary theories and practices utilised within industry.

MSc International Marketing

Modern business is increasingly global, and at the British School of Leadership and Management we have designed a programme to match. Our MSc International Marketing gives you the comprehensive knowledge, expertise and skills you need to build a successful career in international business and make a positive impact on the world around you.

Modern business is increasingly global and digital – and we have designed a programme to match. Our MSc International Marketing gives you the comprehensive knowledge, expertise and skills you need to build a successful career in international business and make a positive impact on the world around you.

Drawing on the British School of Leadership and Management’s close relationship to industry, we’ll help you develop new insight into the cross-cultural challenges you will face in today’s global environment – and how to address them. You will discover how technology can help you develop sustainable marketing practices, better understand consumer behaviour and plan marketing, branding and communication strategies. You will study marketing in both theory and practice, for a world-class education built on our decades of academic and professional experience in the field.

As part of our welcoming, open and diverse GCU community, you will also be in the ideal place to launch a marketing career that is globally engaged and socially responsible – truly serving the common good.

Your career

You’ll graduate from our career-focused programme ideally positioned to create innovative marketing solutions in a variety of sectors – from fashion to travel, entertainment to technology. Our alumni pursue rewarding careers and create meaningful change in the UK and internationally.

What you will study

  • Consumer InsightsDelivers a critical, in-depth understanding of consumer-led sustainable marketing practices. Students are 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.Module details, assessment strategy and reading list: Lab and International CommunicationsExplores developing new brands and introducing them to market considering brand identity, positioning and image as well as strategies in cross cultural international contexts and and sustainability in branding. Students 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 student’s understanding of marketing communication theory and application of the marketing communications mix in an international context.Module details, assessment strategy and reading list: Marketing, Analytics and Storytelling with DataIn today’s shifting digital landscape, international brands must evolve to meet the needs of their modern digital savvy customer. This module will help students grasp the fundamentals of digital and social media marketing to engage with their customers, reach new audiences and create exceptional digital content. As part of the module, students will contribute to the local marketing team’s digital marketing efforts through 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.Module details, assessment strategy and reading list: Marketing Concepts for Sustainable PracticeIn an increasingly global and digitalised world, businesses must rethink traditional marketing concepts and strive to implement more comprehensive and responsible approaches of marketing. Students explore the interaction between different elements of the marketing mix and the wider contexts is essential to effective and responsible marketing. Underpinned by the United Nations’ Principles for Responsible Management Education (PRiME) students consider implications for international marketing practice and its sustainability for the future.Module details, assessment strategy and reading list: 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 students 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.Module details, assessment strategy and reading list:

    Innovation and Global Marketing Logistics

    Examines the interconnection of an entrepreneurial mind-set 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, students will develop a portfolio showcasing how to take their innovation to market and deliver the product or service’ benefits to customers.

    Module details, assessment strategy and reading list:

    Career Planning and Professional Development

    Enables students to identify and develop their key personal abilities in the context of their future career aspirations. Students will be given the opportunity to undertake an work experience, volunteer, study abroad or take part in desk based consultancy. Students will be invited to apply the concepts of personal and professional development to what they are experiencing outside the classroom in order to be better prepared for their personal and professional life.

    Module details, assessment strategy and reading list:

    Introduction to Research Methods

    Introduces students to research approaches, time and project management skills essential for their 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.

    Module details, assessment strategy and reading list:

    Research Project

    The final element of the programme is an in-depth research study, which provides students 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 collection of either primary and/or secondary data. The Inquiry Project is secondary data based 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 the student to adopt the role of a consultant with a relevant organisation.

    Module details, assessment strategy and reading list:

“The programme has been designed with industry input to be globally relevant. For example, Students have to come up with an innovation and pitch it in the crowdfunding style presentation – something you would see in the real world.”

Thomas Peschken (Programme Leader and Director of the British School of Leadership and Management)

Entry requirements

Candidates are required to have a UK Bachelor’s degree or equivalent, at grade 2.2 or above.

However, each application to GCU is considered on an individual basis. If applicants do not have the typical academic entry qualifications, but can demonstrate relevant work experience and/or credits from recognised professional bodies, they may be eligible to enter this programme via the University’s Recognition of Prior Learning policy.

Students whose first language is not English will need IELTS with an overall score of 6.0 (with no element less than 5.5).


Home (including Scotland): £8700 | International (including EU): £13500

Home (including Scotland): £8700 | International (including EU): £13500

Part-time and distance-learning tuition fees

For details of part-time and distance-learning fee rates, please make an enquiry today.

Fees are subject to change and published here for guidance only.


We have a range of scholarship for this course. Please visit our scholarships page.

“Every day I notice how the MSc in Global Marketing [now MSc International Marketing] has benefitted me on a professional level. The programme gave me the right tools to create innovative marketing solutions. I have developed knowledge of global branding from the creation of my personal brand, to the development of the right strategy for market launch.”

Silvia Giribona (MSc Global Marketing – now MSc International Marketing)

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