How can I study?
This programme is available either as a full-time
(one year), or part-time (two – five years) programme. Normally you
will enrol for the MA Global Marketing, but alternatively you can
undertake a Postgraduate Certificate in Global Marketing (60
credits) or a Postgraduate Diploma in Global Marketing (120
Intakes is in September.
What will I study?
The programme focuses on key issues and
capabilities required for leading a customer-focused organisation
in the 21st century. There are seven core modules, one option and a
significant research dissertation, through which you explore a key
contemporary issue and demonstrate a strategic awareness of the
challenges facing the global marketer.
The core modules include:
- Global Markets & Consumers - You explore
the dynamic and changing relationship between consumers, customers,
stakeholders and business and consider issues such as
globalisation, consumerism and personalisation.
- Strategic Market Audit - We use case studies
and practice to develop your understanding of the process, purpose
and practice of a strategic market audit.
- Services Marketing - This covers four distinct
themes: service encounters, quality, design and development, and
- Environmentally Sustainable Business - We
assess the impact of business on current environmental concerns and
issues relating to corporate social responsibility and
- Managing Corporate Reputation - Theoretical
and practical techniques are explored, including product and
corporate branding, and the role of corporate responsibility in
adding value to business and markets.
- Global Marketing Leadership - We debate the
importance of sustainable relationships between internal and
external business and the community, when businesses are market
- Research Methods - This prepares you for
individual selfdirected research and business-related research
One module option can be drawn from either:
- International Business Strategy: investigates
how organisations develop strategies which reflect
internationalisation and its effects on the business and market
- Managing Operations and Information Systems:
focuses on how these areas create competitive advantage and add
value in both production and service areas. Emphasis is placed on
Business Process Improvement and Business Process Engineering.
- International Trade and
Globalisation: enables you to develop and deepen your
understanding of the opportunities and challenges presented by
The research dissertation allows an ideal
opportunity to explore a key contemporary issue fully and
demonstrate a strategic awareness of the challenges facing the
There will be taught sessions each weekday, as
well as opportunity for guided private study.
How will I be assessed?
Assessments: include portfolios, presentations,
essays, reports, case studies, examinations and dissertations.
What resources will I have access to?
York St John University has a good range of
management texts and access to electronic books and journals.
Classroom based and open-access PCs/networked terminals are
available in the Learning Centre and at other locations in the
University. An excellent range of student support and welfare
services are also available.
Membership of Professional Bodies
This programme has been designed around the
expectations of the senior marketer of the 21st Century and will
support the preparation for Chartered Institute of Marketing
Degree programme information