Global Marketing Management MSc

The aim of this module is to explore the psychological foundations that drive consumer behaviour and decision-making processes. You will examine how and why individuals engage in consumption activities, analysing cognitive, emotional, and social factors that influence purchasing choices.  The module will provide insights into consumers personality traits, motivations, attitudes, and lifestyles, enabling students to understand how organisations segment markets and develop targeted marketing strategies.  By integrating theoretical knowledge with practical applications, you will develop the ability to influence consumer behaviour and optimise marketing efforts to enhance brand engagement, customer satisfaction, and business success.

The module will provide you with a broad perspective of the marketing practitioner through an intense and unique one week, off-campus residential programme. The module will allow you to understand and apply the consulting process through a blend of strategic thinking, analytical skills and expertise in communication. The Residential will provide you with a practical and applied perspective of the marketing discipline through presentations and hands-on experience with a range of organisations. These will include global brands as well as independent businesses, all providing their cutting-edge insights to current branding and marketing communication challenges. Importantly, the residential will also provide an opportunity for informal networking with fellow students, members of marketing faculty as well as marketing practitioners. 

This module will equip you with the knowledge and skills to design, manage, and optimise omnichannel strategies, ensuring brand consistency, customer engagement, and business growth. Furthermore, you will learn how to integrate digital and traditional channels into a unified brand experience, applying sales funnels and attribution models to analyse and enhance the customer journey. You will also develop expertise in auditing omnichannel effectiveness using analytics, attribution modelling, and key performance indicators (KPIs). Finally, the module further explores strategic leadership in omnichannel marketing, enabling you to manage initiatives that align with organisational goals. It examines how businesses integrate marketing, sales, and service strategies for customer retention and revenue growth, while also assessing the impact of emerging technologies like AI, augmented reality, and blockchain on the future of omnichannel marketing.

This module will equip you with the skills and knowledge necessary to design and implement effective digital marketing campaigns across a variety of platforms, including Search Engine Marketing, Social Media Marketing, and Email Marketing. It will enhance your understanding of the role of AI in digital marketing, you to integrate automated tools and data-driven decision-making into your campaign strategies. You will also develop advanced analytical skills, learning how to monitor, assess, and optimize campaigns using key digital marketing metrics.

This module will provide you with a comprehensive understanding of  contemporary strategic and management challenges, equipping you with the skills to formulate, implement, and evaluate business strategies in diverse organisational contexts. You will critically explore strategic analysis frameworks, including macro and industry environment assessments, and examine the role of leadership and management approaches in driving organisational success. By integrating theoretical foundations with practical applications, the module emphasises critical thinking and strategic decision-making, preparing you to navigate complex business environments and develop effective, evidence-based management strategies.

The module provides you with the opportunity of working collaboratively on a real, client-driven consultancy project. External clients will provide a project brief and you will work in teams to develop practical solutions. The module gives you an opportunity to apply theoretical knowledge to real organisations; and facilitates the practice of team-working, problem-solving, reflection and presentation skills, as well as an understanding of the complexities relating to client management and project deliverables. 

The aim of this module is to equip you with the knowledge, skills, and mindset required to succeed as digital entrepreneurs in an evolving technological landscape. With the rise of AI-driven innovation, digital platforms, and e-commerce, this module explores how emerging technologies create new entrepreneurial opportunities and transform traditional business models. You will develop entrepreneurial competencies, emotional intelligence, and a growth mindset, enabling you to navigate uncertainty, build resilience, and pursue innovative ventures. Through a practical, hands-on approach, the module fosters creativity, strategic thinking, and digital business acumen, empowering you to shape your future careers, income streams and future ventures in the digital economy.

The Capstone Research Project module will equip you with knowledge and skills to undertake an independent research project, applying rigorous research methods to explore contemporary business challenges, opportunities and trends. As a significant component of the postgraduate program, the Capstone enables you to integrate your learning by developing a research proposal, conducting a critical literature review, applying appropriate research methodologies, and analysing findings. The project may take the form of theory-driven research, contributing to academic understanding; applied research, generating practical insights and strategic recommendations for real-world challenges; or a consultancy-based project, delivering research-driven solutions for a specific organisation.

*Only for students who choose 'Professional Experience (24 months) Pathway

The primary aim of this module is to develop your employability skills and support your search for a placement. The module will include communication, team working, negotiation and problem-solving skills development as well as practical workshops on selection methods, CVs, cover letters, interview preparation and techniques. The module will also introduce you to other methods that will include aptitude test and assessment centres.

*Only for students who choose 'Professional Experience (24 months) Pathway

The objective of this module is to offer you a twelve-month (30-36 weeks) professional experience that is directly applicable to you studies, encouraging you to engage in critical reflection on your learning through hands-on experience. Additionally, the module seeks to develop your intellectual and interpersonal abilities, thereby deepening their critical comprehension of real-world applications. 

*Only for students who choose 'Professional Experience (24 months) Pathway

The module builds on learning from prior modules and provides you with the experience of working collaboratively on a real, practitioner-driven Business or Policy Transformation Project. It enables you to demonstrate proficiency in relation to scoping and addressing topical issues, challenges and opportunities in a relevant field of work. Identifying, developing and presenting a business or policy transformation project will develop your ability to effectively focus, present and communicate information and ideas.

You will develop a comprehensive blend of knowledge and skills through a dynamic mix of teaching methods, including the use of key concept videos to help you prepare for the topics, large group interactive classes, seminars, workshops and/or labs, industry engagement, and experiential learning opportunities. You will also learn through active participation in workshops, independent study, group discussions, and industry-led presentations, all of which deepen understanding of marketing concepts and your practical applications. 

You will have a strong support network available to you to make sure you develop all the necessary academic skills you need to do well on your course. Our support services will be delivered online and on campus and you have access to a range of different resources so you can get the help you need, whether you’re studying at home or have the opportunity to come to campus. You have access to one to one and group sessions for personal learning and academic support from our library and IT teams, and our network of learning experts. Our teams will also be here to offer financial advice, and personal wellbeing, mental health and disability support.

You will complete reports, literature reviews, and presentations that simulate professional challenges. These assessments will encourage you to apply marketing concepts to innovative problem-solving, culminating in critical reflections and the preparation of portfolios that demonstrate your growth and expertise. This integrated approach will equip you with a nuanced understanding of marketing and innovation management, positioning you for success in both academic and professional contexts. You will be assessed by a range of methods such as reports, presentations and a range of authentic practitioner focused assessments which develop skills in critical thinking and application. 

Academic support

We have a strong support network online and on campus to help you develop your academic skills. Our Sheppard Library is open 24 hours a day during term time and always available online. We offer one-to-one and group sessions to develop your learning skills together with academic support from our library, IT teams and learning experts.

Feedback

You'll evaluate your work, skills and knowledge and identify areas for improvement. Sometimes you'll work in groups and assess each other's progress.

Each term, you'll get regular feedback on your learning.