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Global Marketing MA,PgDip,PgCert

MA Global Marketing

The Course Programme Structure Staff Profiles Why YSJ ?


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 credits).

Intakes is in September and January.


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. A significant aspect of the course is the opportunity to work with the MBA students on the implementation of a live project with a local company.



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 customer relationships.
  • Environmentally Sustainable Business - We assess the impact of business on current environmental concerns and issues relating to corporate social responsibility and environmental sustainability.
  • 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 leaders.
  • Project Management - This module seeks to develop an appreciation of the theoretical and practical issues relating to project management from a strategic and operations perspective
  • Research Methods - This prepares you for individual selfdirected research and business-related research projects.


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 environment
  • 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 globalisation

The research dissertation allows an ideal opportunity to explore a key contemporary issue fully and demonstrate a strategic awareness of the challenges facing the global marketer.

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 application.


Degree programme information

Programme specifications »