University of York

University of York

Master of Science in Global Marketing

The Master of Science in Global Marketing in Marketing is offered by University of York.

Program Length: 1 YEAR.

Master of Science in Global Marketing offered by the University of York

Study with leading academics and industry experts and gain insight into the latest thinking in global marketing


The MSc Global Marketing will equip you with an in-depth and critical understanding of marketing theories as they apply to local, national and international environments. 

The course stands out from other marketing degrees with its international focus, its emphasis on ethical and sustainable marketing and its formal links with industry.

You'll study a range of contemporary topics based on our leading research, including global marketing, social and ethical marketing, digital marketing and brand management. Our cohort-specific, research-informed teaching is delivered by leading academics and industry experts and is updated year-on-year to reflect the latest thinking.

This course will provide you with the academic knowledge and practical skills to pursue marketing careers in private, public and not-for-profit sectors around the world. Our graduates have gone on to work for organisations such as Nestlé, Accenture, EPSON, and Coca-Cola.

Course content
In the Autumn Term you'll study a range of core modules which introduce key concepts in global marketing and international business. The Spring Term introduces emerging theories in digital and ethical marketing, plus a choice of option modules that allow you to specialise in brand management, consumer behaviour, or long-term marketing planning for services.

From the Summer Term you'll focus your efforts on a 10,000-word dissertation or 8,000-word project.

Modules
Core modules
Global Marketing (20 credits)
International Business Strategy (20 credits)
Digital Marketing Strategy (20 credits)
Ethical Marketing and Sustainability (20 credits)
Contemporary Consumer Behaviour (10 credits)
Skills for Management and Professional Development (10 credits)
Research Methods (20 credits)

Option modules
Choose one of the following option modules:

Brand Management (10 credits)
Marketing Planning for Services (10 credits)
Financial Management (10 credits)

Dissertation
In the Summer Term you can choose to undertake either a Dissertation (50 credits) or a Project in Management Studies (50 credits).

The dissertation requires you to initiate, design, and implement a substantial research project. You'll have three to four months to complete a 10,000-word dissertation based on your original research. 

You can choose to focus your research on a topic that interests you. It could be a chance to explore a previous topic in greater depth, or investigate a marketing challenge in an industry close to your heart. Recent titles include:

  • Marketing to Male Millennials: Decision Making-Process and Influences in Purchasing Habits
  • Sustainability labels: the (lack of) influence of attitudes and personal values on use
  • The use of social media in health-related social marketing interventions for people age 55 or older: a systematic review
  • You'll work under the guidance of a personal supervisor with expertise in the subject you're studying. They'll help you develop your research project, including identifying theories and methods to investigate and analyse your topic.

Project in Management Studies
This individual study module gives you the opportunity to showcase the summation of your learning throughout the year in an 8,000-word project. You'll focus on the development of professional skills and attributes through a combination of group and individual research, combining the management frameworks and theories that you have learned in earlier modules with the analysis of secondary data learned in the Research Methods module.

You'll use these research skills to develop actionable managerial implications, carrying out practice based research into your area of study. This replicates an activity that you might be expected to undertake in business practice.

In the first section, you'll focus on developing your group work skills. For the second section of independent research, you'll select concepts to focus on and combine them with appropriate methods of data analysis. This is an excellent opportunity to develop your reflexive practice and self-awareness, vital for your development as a practitioner in the international business environment.



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