Marketing is a dynamic and diverse discipline that is central to the success of the organisation. This programme will introduce you to the exciting world of international marketing and will explore key aspects of the discipline, from marketing strategy to strategic brand management. The programme will also examine the challenges faced by marketers in today’s dynamic and competitive business environment and how such challenges can be overcome.
- Course fees
- See Finance webpages
- Full-time & Part-time options available
As a student on this programme you will develop your practical and professional skills through the use of live projects, contemporary case studies and a strategic marketing planning simulation. In addition, there will be regular inputs from industry experts and leading academics in the field, which will ensure that you are exposed to the latest industry and academic thinking – all of which lead to career readiness.
Throughout the programme you will be encouraged to practise the marketing skills you have developed and also to apply the latest international marketing knowledge to a range of live projects and through simulation activity. One of the major pedagogic differences of the York St John International Marketing programme is that on the module Project Management you will be challenged to apply what you have learnt throughout your studies within a multidisciplinary team of students whilst working with an organisation.
You will complete a module of independent study which is titled the Research Investigation. This module provides you with the opportunity to investigate in depth an area of particular interest to you that links with your programme of study. You will be supported in conducting this research by an academic from your field of interest. To support you in being able to conduct this work there is a module called Researching Contemporary Business Issues. This module provides you with the opportunity to engage with current academic and practitioner business debate and encourages you to explore a range of relevant business topics. The module has been designed in such a way that it promotes a multi-disciplinary approach, for example, you will receive input from a variety of disciplines (business and non-business) thus allowing you to see business issues from a variety of perspectives.
This programme aims to:
- develop your knowledge of key areas in marketing, centring on strategic marketing, brand management, consumer behaviour, marketing communications and digital marketing, to provide the knowledge and skills necessary to develop and implement a strategic marketing plan / digital marketing strategy
- develop a critical, reflective and integrated understanding of contemporary issues in marketing, policies and practices relating to the principles of responsible leadership, management, corporate social responsibility and sustainability
- offer in depth insights into marketing activities and strategies of international organisations from the private, public and third sectors
- provide advanced study of the key concepts of marketing, the management of customers, consumers, competition and communication within a changing global context
- understand the importance of strategic marketing and its overall contribution to the strategic shape of the organisation, within a complex global environment
- enable you to critically appraise key academic research in marketing and consumer research.
Modules may include:
- Researching Contemporary Business Issues
- Business & Sustainability
- Consumer Behaviour
- Strategic Brand Management
- Strategic Marketing Planning
- Marketing Communications
- Digital Marketing
- Project Management
- Research Investigation
Teaching, Learning & Assessment
All modules are delivered utilising a range of teaching, learning and assessment strategies including lectures, seminars, a guest speaker programme, tutorials, workshops and global café style learning activities. Each module tutor will adopt the best practices to facilitate your learning and development.
All taught contact sessions at York Business School are supported by a wide range of materials such as online resources. Study beyond the classroom reinforces and prepares you for the classroom delivered contact sessions, as well as directing and encouraging supported open learning and independent learning. Each module has a Virtual Learning Environment (VLE) where you and other Masters level students will be encouraged to be involved with online debate and collaborative approaches to learning.
All modules listed above are assessed through a programme of work undertaken whilst studying for the MSc International Marketing programme. A range of assessment tools are used including presentations, critical essays, portfolios, live projects, reflective journals and case study work. Each module tutor will provide opportunities for formative assessment feedback to inform your work prior to submission.
You will receive detailed feedback on assessment to help you develop and continuously improve your performance whilst on the programme. Advice will be provided in relation to development, further areas for research and guidance on how to enhance your knowledge of business and practice.
All students of York Business School receive the opportunity for study support including academic writing and research skills to enhance employability and career development in the field of business management.
UK/EU students require a first degree achieved at Class 2:2 or above from an approved University or Institution or possess an equivalent qualification.
Non-UK/EU students whose first language is not English will be required to achieve IELTS 6 or above with no less than Band 6 in writing skills, or equivalents accepted by the University.
• For part-time students who are in employment careful counselling will be given so that they understand that this is a pre-experience programme.
If you do not meet the stated entry requirements above, the University APEL policy may be utilised for entry to the programme where necessary and appropriate. The programme may use this system to allow entry for post-experience professionals who have been in management for at least two years. This is likely to involve the submission of evidence of professional competence (an assignment) and an interview as part of the recruitment process.
UK & EU 2016 / 17
Overseas 2016 / 17
See our International fees & funding webpages for more information.
Ask a question
Do you have a question about this course? Fill out our form to send a question to our Admissions team. Alternatively, you can call us on 01904 876598.