MSc Marketing and International Management

Through a focus on contemporary concepts and theories of marketing and international management, this programme enables students to appreciate the importance of marketing from both strategic and operational perspectives.

A sound marketing strategy is critical to generate competitive advantage for any organisation, regardless of its size or sector. This programme builds students’ knowledge in key strategic areas such as global marketing, international management and digital marketing and develops knowledge in areas such as market research and consumer behaviour. A range of optional modules enables individual students to personalise their degree by selecting the areas that most interest them. The programme culminates in either a project or a dissertation, enabling students to consolidate their knowledge.

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Programme Content

Module descriptions are correct for modules taught in the academic year 2014/15.


Compulsory Modules:

Module code: MMM001

This module aims to introduce students to the core concepts and models underlying contemporary strategic management, their theoretical and empirical foundations, their limitations, the arguments surrounding them and their practical application to real issues facing real companies.  This module provides students with an understanding of the conceptual and analytical tools of strategic management and economics.

  • Theories, frameworks and introduction
  • Internal resources and competencies of firms
  • External environment in which firms operate
  • The process of internationalisation
  • Globalisation and regional integration
  • Collaborative behaviour and strategic alliances
  • Integration/responsiveness framework and strategy


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Module code: MMM006

This module aims to provide students with an understanding of marketing strategies and practices as they apply in a global context. This will be achieved by analysing the global marketing environment, marketing opportunities and strategy options, and the global marketing mix.  As such, the module tackles both the ‘why’ and ‘how’ of global marketing management.

  • Theoretical issues relating to the rationale for global marketing and the internationalisation process
  • An analysis of the global marketing environment and factors influencing buyer behaviour
  • Planning global marketing strategy and its evolution over time
  • Factors affecting global product, pricing, distribution and communication programmes
  • Standardisation versus adaptation

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Module code: MMM043

This module introduces students to the basic concepts, principles and techniques involved in marketing, and to the role of marketing management within all types of organisations (retail, consumer goods, industrial goods, service, non-profit oriented, domestic and international). Students will develop an appreciation of the special requirements for successfully conducting marketing activities by concentrating on the market-oriented approach to doing business.

  • Marketing planning                                                                                                         
  • Marketing environment                                                                 
  • Segmentation, targeting and positioning 
  • Buying behaviour (consumer behaviour and business to business) 
  • Product 
  • Promotion
  • Price and distribution  

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Module code: MMM059

Businesses increasingly rely on a range of research methods to provide answers to key business problems. This module provides students with the skills needed to understand how market research is used as a tool for generating insight and informing business decisions. The students gain an understanding of commonly used methods of data collection and analysis, as well as issues around reliability, validity and research ethics.

  • Introduction to market research
  • Planning and designing market research
  • Quantitative market research
  • Questionnaire design
  • Quantitative data analysis
  • Qualitative market research
  • Research ethics

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Module code: MMM070

 This module aims to help students get the most from the learning opportunities offered during their MSc course. It provides students with an understanding of what is required to perform well in essays, dissertations, projects, report writing and examinations at the University of Reading. It develops students’ awareness of the appropriate use of methodology, theory, data, literature reviews and original research for a Masters dissertation or project.
  • Essay and exam skills
  • Learning styles
  • Literature review
  • Selecting an appropriate methodology
  • Good research practice
  • Specific research methods
  • MSc dissertation and project


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Module code: MMM092


This module is designed to provide students with an understanding of the psychological and social factors that influence consumer behaviour before, during and after purchase and consumption in contemporary consumer markets. The purpose of the module is to explore and apply current consumer behaviour theories and models, which have been developed to identify and measure the purchase and consumption process.


  • Consumer drive and motivation
  • Consumer response to marketing actions
  • Consumer decision-making process
  • Consumer demographics and psychographics
  • Sociological and cultural influences
  • Relational consumption

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Module code: MMM084

This module aims to provide students with an understanding of the main research skills necessary to undertake an original piece of research in management science at Masters level; give students an awareness of the appropriate use of methodology, theory, data, literature review and original research in a Masters dissertation; and enable students to produce a piece of original research.

  • The nature and practice of research
  • The literature review process and the composition of a literature review
  • The nature and role of methodology in management research
  • The role and application of theory in management research
  • Quantitative and qualitative data sources
  • Data analysis and writing up your research findings

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Module code: MMM068

This module aims to provide students with an opportunity to define and execute an independent piece of research in marketing and international management on an approved topic of their choice.

Autumn and spring term lectures will introduce students to the requirements of the project. Students will be allocated a supervisor who will have three face-to-face meetings of up to one hour each with them.

  • The nature and practice of business research
  • The literature review process and the composition of a literature review for business research
  • The nature and role of methodology in business research
  • The role and application of theory in management research
  • Secondary data sources
  • Writing up the business report

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Module code: MMM031

This module aims to develop students’ knowledge of international management, by examining the role and techniques of accounting and financial management. This course demonstrates how corporate financial statements are prepared and equips students with the ability to analyse and interpret such reports. Students will also learn how investment appraisal techniques can be used to inform business decision-making.

  • Financial accounting concepts and the presentation of financial statements
  • Ratio analysis and financial decision-making
  • Short-term managerial decision-making
  • Managerial planning and control
  • Sources of finance
  • Capital investment decisions

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Module code: MMM040

This module defines and examines the technical language and practices of management accounting and considers its role within organisations and business for decision-making, planning, control and performance evaluation. In addition, students undertaking this course will have the opportunity to examine the theoretical and empirical evidence concerning the development and current practice of management accounting.

  • The role and nature of management accounting
  • Cost terms and concepts; full costing, including activity-based costing; standard costing and variance analysis
  • Cost­–volume–profit analysis
  • Decision-making using variable and marginal costing
  • Pricing decisions
  • Budgeting and management control
  • Performance measurement and management

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Optional Modules

In addition students must choose two optional modules from the list below. For students substituting MMM068 Marketing and International Management Business Project with a Dissertation, one optional module should be selected and the form on the following page must be completed.

Module code: MMM034

This module aims to provide a foundation in international corporate social responsibility. It draws on the key theories and literature regarding applied ethics and international firm responsibility as they relate to organisational and related management practices. It aims to develop the analytical and discussion skills required for understanding and decision-making, thus enabling international management to engage ethically and responsibly with shareholders and stakeholders.

  • International corporate social responsibility (CSR) – basic theory frameworks and critical current perspectives
  • CSR and globalisation
  • Responsibility and multinational enterprises (MNEs)
  • Normative and descriptive ethical theories – judging and acting ethically in international contexts                                 
  • Responsible corporate governance
  • Socially responsible investment (SRI)

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Module code: MMM042

This module concerns the entrepreneurial activity and the distinctive features of management in the SME environment, its complexity, the additional challenges and risks related to the small dimension, but also its advantages.

By the end of the module students are expected to be able to question theories and standard knowledge, often referring to large corporations, and apply this body of knowledge to SMEs.


The module consists of lectures and seminars. The seminars focus on the students’ groupwork on their Business Plans. Entrepreneurs and experts from the business world contribute to the module by sharing and discussing their experience.

  • Concept of entrepreneurship and the economic role of entrepreneurs
  • Business plan
  • The importance of SMEs
  • Networks and clusters
  • Sources of finance
  • Marketing
  • Innovation
  • Internationalisation

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Module code: MMM044

This module aims to provide a clear academic, but at the same time practical, understanding of the key concepts within the field of business-to-business (B2B) marketing. Students will be encouraged to evaluate critically how working with other organisations in networks, be that supply chain and purchasing related or channel marketing and selling related, brings benefits but also accompanying risks.

  • Organisational buying behaviour and relationships
  • Marketing channels, supply chains and networks
  • Marketing planning– including issues of competition and competence
  • Pricing: developing products, services and their value
  • Branding in the B2B environment
  • Promotion: marketing communications
  • Personal selling and key account management; CRM



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Module code: MMM077

The internet has created significant new opportunities for organisations to reach and build relationships with customers. At the same time, many firms struggle with making a successful transition from offline to online marketing. This module provides knowledge of the key tools required to implement a successful digital marketing strategy. This includes search engine marketing, social media and web analytics. 

  • Digital marketing in context
  • Search engine marketing
  • Web analytics
  • Mobile and email marketing
  • Optimising for search engines
  • Effective user experience
  • Consumer privacy and regulation

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Module code: MMM093

This module is designed to provide students with a theoretical and practical understanding of the nature, role and importance of different forms of marketing communications, in both home and international settings. By the end of this module, students will have also gained an appreciation of the complementarity and interdependence of discrete marketing communication activities.

  • Communications theory
  • Marketing communications in brand strategy
  • Elements of the promotional mix
  • Integrated marketing communications
  • International marketing communications

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Module code: MMM087

This module aims to define the ‘cultural industries’ and identify the key features of these sectors that explain their structure and functioning over time. It identifies the main challenges for organisations involved in the production or distribution of cultural products and services, and critically analyses the various ways in which organisations have responded to these challenges in different commercial and cultural contexts.

  • Protecting intellectual property rights
  • Creative individuals, teams and clusters
  • The perpetual search for innovation amid shifting logics
  • Managing uncertainty: a historical perspective
  • Strategic planning
  • Technological change
  • The role of networks

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Module code: MMM107

This module aims to provide students with an understanding of the role of services in the competitive world economy. Given that the service sector and service companies constitute a large proportion of overall economic activity in developed countries, companies need to appreciate the specific challenges relating to managing services and have an informed strategy to address these issues.

  •  The unique characteristics of services:  what are services and why study them?
  •  Services marketing mix
  •  Designing and managing service processes
  •  Managing people for service advantage
  •  Managing relationships and building loyalty
  •  Service quality and effective service recovery
  •  Service innovation

See full description »

Fees and Funding

Please note that a non-refundable deposit is payable when confirming your acceptance of an offer of a place. This is part of your tuition fee and will be deducted from the total amount upon enrolment.

Home (UK/EU) Overseas (non EU) 
£12,200 £18,650
Please note that a non-refundable deposit is payable when confirming your acceptance of an offer of a place. This is part of your tuition fee and will be deducted from the total amount upon enrolment.

Alumni Discount

Alumni of the University of Reading who undertake their next level of study at Henley Business School will receive a tuition fee discount of £1000.

Professional and Career Development Loan

(UK applicants only)

Applicants who normally live in the UK (for a minimum of three years) can apply for a Professional and Career Development Loan to borrow between £300 and £10,000. This is a bank loan, with interest charged at a commercial fixed rate.

How to apply for a Career Development Loan

See Professional and Career Development Loans.

The University provides opportunities to students from a wide range of backgrounds, who have the desire and ability to succeed. There are a range of scholarships and bursaries on offer for postgraduate students. For further information see: Money matters, costs and budgets for postgraduate students.

Entry Requirements

Academic requirements

A good first or second class UK honours degree, or overseas equivalent, will usually be required.  Applicants with relevant experience or professional qualifications will also be considered.

Prior knowledge or experience of your chosen subject area is not required. We welcome applications from recent university graduates from a wide range of disciplines.

See country and region-specific information and entry requirements for International applicants or please contact us with any questions.

Not quite at the required level of English language proficiency for your chosen programme?

Applicants to Henley Business School, whose first language is not English, will be required to attain the International English Language Test Scores (IELTS), or equivalent acceptable qualification accepted by the University, as defined below, to enter a programme.

However, for students who successfully complete one of the Pre-sessional English Language courses run by our International Study and Language Institute, a half-band credit will be applied to their English language condition. (For example - programmes requiring IELTS 7.0 will accept students with IELTS 6.5 providing the student has completed the relevant English course with us).

Applications to the International Study and Language Institute

Henley Business School requires a minimum IELTS score of 7.0 (with no element below 6.0) to enter all programmes except Information Management. Information Management programmes require an IELTS score of 6.5 (with no element below 5.5).

Students completing the above mentioned pre-sessional courses would be allowed entry onto their chosen programme with an overall score of 6.5 for all programmes except Information Management, which will generally accept 6.0.

Equivalent English Language Qualifications will also be accepted. If you require specific advice on your qualification please contact our admissions office directly either by e-mail at or by telephone on +44 118 378 5289.

UK visa requirements

If you are not a national of the European Union (EU), it is likely that you will need to obtain a UK visa to live and study in the UK before you travel. See the UK Border Agency website. Contact the University's International Office with any questions:


Consistently maintain highest standards: Henley is in top 1% of business schools worldwide to hold accreditation from all three bodies in the UK, Europe and US

Excellent networking potential : 66,000 Henley alumni in 150 countries

High calibre students: always oversubscribed, 1,000 ambitious new Masters students join Henley each year

Award winning campus: beautiful, green, 320 acres, with state of the art facilities

World-leading faculty: widely published, frequently asked for expert comment by media and to speak at events

Part of world top 1% ranked university: Reading has a global reputation for its learning experience and employability potential.

Careers and Accreditations

Our students follow a variety of career paths upon graduation in traditional marketing roles, newer digital roles and general management. Typical careers include roles in marketing agencies, as global brand managers for consumer goods firms or commercial managers in smaller firms. Others take business development or general management roles in larger corporations or multinationals.

Our graduates tell us that the Marketing & International Management degree gives them the key skills required to build a career in marketing or international management.

The MSc Marketing & International Management has been accredited by the Charted Institute of Marketing (CIM) as a Graduate Gateway course, which offers students the opportunity to gain CIM qualifications as part of the programme.

What Our Students Say

Speak to a student

Our students and alumni are always keen to share their Henley experience, whether you are a prospective applicant or you've already applied for a place on a Masters programme at Henley Business School. For a unique insight into every aspect of life in the School and on campus, you can contact any of our students and alumni below, via email, Skype or social media.

When contacting one of our students for the first time, please introduce yourself and the Masters programme you have applied for before you outline any questions you might have.

Silvia Zacchia, Italy
MSc Marketing and International Management, 2015

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Nadeem Ahmed, Oman
MSc Marketing and International Management, 2015

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Asia Elsner, United States
MSc Marketing and International Management, 2015

Email: Email

Eleni Aslanoglou, Greece
MSc Marketing and International Management, 2015


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Karina Pavlisa, Latvia
MSc Marketing and International Management, 2015

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MIM - Niloofar Borgehi Razavi, Iran
MSc Marketing and International Management, 2015

Email: Email

Student profiles

Adeyinka Adewale
MSc Marketing and International Management, 2011

'I chose Henley because of its reputation, the fact that it had a wide reach of alumni and because responses to enquiries prior to my arrival were quite impressive and timely.

One of the most outstanding features of my Henley experience was the interaction I had with students from so many countries, from which I learned a lot. The learning atmosphere created is conducive in facilitating both individual and community learning. The tutorials and groups assignments are particularly good for developing relationships among students from diverse backgrounds.

The quality of faculty is also very impressive as each is renowned in their various field and the support has been nothing short of fantastic.

My expectations exceeded and I have acquired a lot of new skills that will hopefully take me very far in my chosen career. Henley is indeed a very special school. I will recommend this programme to others and I have in fact influenced the decisions of a couple of friends who are now Henley bound next year.'

Bikram Chaudhury
MSc Marketing and International Management, 2011

'The proximity to London and the reputation the University of Reading enjoyed were perhaps the main attractions for me at Henley Business School.

My motivation to pursue my postgraduate studies in Marketing and International Management however was not this simplistic, given my previous degree in Law and experience in the booming Indian Legal Services Outsourcing Industry. In the end, it was the conviction that on the completion of my studies I would have familiarised myself with the emerging trends in marketing and gained the business sophistication necessary to succeed in a global organisation.

The diversity in the classroom was evident and each student was encouraged to contribute, challenge and be challenged by the perspectives classmates and faculty. This experience presented me with a unique opportunity to widen my perspective, appreciate different cultures, and strengthen interpersonal skills.

I would recommend the programme for its dynamism, which is evident from the diversity in the classroom, and for the unparalleled support which Henley Business School offers to its students, ensuring that each student is nurtured to achieve his/her full potential. The support offered by teaching and support staff was exemplary.'