MSc Marketing (International Marketing)

Course overview

This MSc programme provides students with an understanding of marketing strategies and practices in a global context, by analysing the global marketing environment, culture and behaviours, marketing opportunities and strategy options.

The MSc Marketing (International Marketing) offers three pathways:

  • International Marketing
  • Digital Marketing
  • Consumer Marketing

Not sure which pathway to choose? Apply for the one that you feel fits you better and you will be able to change the pathway within the first few weeks from your arrival to the University.

Students taking this MSc are trained to critically assess the marketing strategies adopted by a range of global and small enterprises and offer possible solutions. The added complexity of trading across borders digitally is also featured in this very popular programme.

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How we teach you

A holistic approach

Effective leadership requires more than first-class business acumen. It also requires a degree of self-awareness and sensitivity. Henley is renowned for its well-researched, professional approach to this aspect of business education and all our postgraduate programmes examine this aspect of leadership - helping to create emotionally intelligent graduates who can be fully effective in their chosen careers.

How you will learn

Henley Business School enjoys a strong reputation for the practical application of business ideas and concepts, underpinned by academic excellence and the strength of our research. We offer high-quality technical skills training as well as a deep understanding of the importance of personal development for leaders, a thread that runs through all of our Masters programmes.

Our postgraduate masters programmes feature a mix of core and optional modules, allowing you to tailor your degree towards your individual personal development needs and career ambitions. You will complete up to 10 taught modules during your programme, totalling 180 credits. One module usually equates to 20 credits or 10 hours of work per week. Your week will include lectures, tutorials, workshops and personal study, with each accounting for 25% of your time on average. This stimulating mix of lectures and interactive tutorials provides you with the opportunity to discuss and explore the subject material in depth with your lecturers and fellow students. You will be introduced to the latest thinking and research findings and be able to challenge some of those that have created it. You will also explore real-world issues and tackle current business challenges, and interact with guest lectures and speakers from industry, giving you the opportunity to test, extend and refine your knowledge and skills.

How we assess you

You will learn and be assessed through a wide variety of teaching methods which vary depending on your chosen Masters programme. These include online materials and multimedia content, guest lectures, individual and group assignments, case studies, field visits, dealing room simulations, presentations, applied projects, consultancy work and examinations.

On average examinations form around 70% of the assessed work with the remaining 30% coming from coursework, including a written dissertation or project depending on your chosen programme. The exam period falls between April and June in the summer term, with students taking an average of 5 or 6 exams. Graduation normally takes place in December.

Ongoing support

While postgraduate students are self-motivated and determined individuals, study at this level can present additional pressures which we take seriously. Lecturers are available to discuss the content of each module and your academic tutor can meet with you regularly to discuss any additional issues. Full-time support staff are also available to help with any questions or issues that may arise during your time at Henley.

How to apply

Apply for 2018 entry now

There are two different application processes: apply online and apply by post.

The quickest and easiest way to apply for Postgraduate study at Henley Business School, at the University of Reading is through the University’s online application service.

This allows you to complete your application information, attach electronic copies of your academic transcripts, certificates and other supporting information and also provides a facility for an email request to be sent to your referees enabling them to send your supporting references directly to us.

Apply online

Apply online now using the University of Reading's online application system.

Apply by post

If you are unable to apply online you can request a paper application form by telephoning +44(0) 118 378 5289 or writing to the Admissions Office, University of Reading, Miller Building, Whiteknights, Reading, RG6 6AB, UK.

When to apply

We operate a rolling admissions system and it is recommended that you apply early to secure your place. There is no specific deadline and applications will be considered until the programme is full. However, to allow time for us to process your application we recommend that you apply by the following dates for admission in October:

  • UK/EU applicants: by 1 August
  • International applicants: by 1 June

After you apply

You will receive a confirmation email when we receive your application form. Your application is then reviewed by a member of staff. Successful applicants will receive a formal offer letter outlining any necessary entry cri­teria you will need to meet and you will be asked to confirm your acceptance of this offer.

A (non refundable) deposit of between £500 and £1,000 (depending on the programme you have applied for) is payable upon acceptance of an offer of a place. International applicants requiring a Certificate of Acceptance for Studies (CAS) for a visa will be sent the CAS details by email once all conditions of the offer have been met, and the relevant deposit has been paid.

Throughout the admissions process we will keep you updated with key information via email. We also provide opportunities to interact with faculty and staff online.

You can find us on Facebook and keep up-to-date with news and events in the School or ask us a question. In addition, you can speak to a current student; our students and alumni are always happy to share their Henley experience.

Meet Us

If you are unable to attend a postgraduate event please get in touch with our team.  We will be happy to speak to you by telephone, on Skype or through our Live Chat system (during UK office hours: 9 - 5 pm).

Our contact details are: postgraduate@henley.ac.uk or telephone: +44 (0) 118 378 7593.

Please see our list of world fairs below where you can meet a Henley representative. 

EUROPE

  • QS World Grad School Tour - Thessaloniki

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  • QS World Grad School Tour - Athens

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Faculty & Staff

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Contact Us

If you have any questions, please contact us by email at postgraduate@henley.ac.uk or by phone on +44 (0)118 378 7593.

Important Information

Duration: 12 months full-time

Starts: September 2018

Assessment: Exams, applied project and individual and group assignments

Consistently maintain highest standards and with an excellent networking potential : 72,000 Henley alumni members in 150 countries

High calibre students: always oversubscribed, 1,000 ambitious new Master's students join Henley each year

Award winning campus: beautiful, green, 134 hectares, with state of the art facilities

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

Henley is proud to be part of the University of Reading.  The University is ranked within the top 200 universities worldwide (Times Higher Education World University Rankings 2016/17 and QS World University Rankings 2018) and 98% of the research is rated as being of international standard.

Course modules

The module descriptions set out on this page are correct for modules being taught in the 2017/18 academic year. Optional module listings are indicative and may be subject to change

Modules Credits

Compulsory Modules

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  
20 [10 ECTS credits]

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
20 [10 ECTS credits]

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
20 [10 ECTS credits]

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

 

20 [10 ECTS credits]

 This module aims to provide a basic set of frameworks, concepts and theories from international trade, international business, and economic geography to analyse international environments and their impact on multinational firms. It addresses questions of contemporary capitalism, discusses global value chains, and conveys in-depth understanding of various business environments, such as the European Union and the rise of emerging markets.
  • Globalisation and the new competitive realities
  • Institutions, policies and national/regional competitiveness
  • Technological shifts and national innovation systems
  • Global value chains and production networks
  • Geopolitical economy and ‘varieties of capitalism’
  • The business environments of the European Union, North America, Japan and emerging markets (e.g. China)

 

20 [10 ECTS credits]

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
20 [10 ECTS credits]

 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

 

0 [0 ECTS credits]

What am I going to do when my course ends, and how am I going to achieve it?  This module has been designed to help Accounting, Informatics and Business Management students answer those two questions, and empower them to take the actions required.  It’s a suite of sessions that pays close attention to the general pathways Business Management, Accounting and Informatics students tend to take, and their aspirations as expressed during pre-sessional career activities & induction surveys. Students will choose this the mix of custom-made sessions that best suit their stage in life and supplement them with the open careers programmes offered at the University, the online content on the Henley Careers Blackboard site and 1-2-1 careers consultations.

0 [0 ECTS credits]
Dissertation/Project: Credits

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
40 [20 ECTS credits]

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
  • Primary and secondary data sources
  • Writing up the business report
40 [20 ECTS credits]
Optional module Credits

Plus one optional module

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
20 [10 ECTS credits]

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
20 [10 ECTS credits]

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
20 [10 ECTS credits]

Generating a deep understanding of contemporary consumers is a challenge for every organisation and marketing professional because of the constant evolution of consumer behaviour. This module aims to provide a theoretical basis and practical tools to help modern marketers to better understand contemporary consumers. Moving from a macro view of consumer behaviour, this module will discuss contemporary approaches to understand group and relational consumption, social processes and communication. ‘Word of Mouth’ influence and social marketing metrics will be examined in light of this sociological evolution of the connected consumer. Additionally, the impact of digital technology and its impact on consumer behaviour will be discussed. Using such technologies in social media has created a virtual space where consumers can meet up and discuss their needs and wants (ultimately about goods and services) without space and time boundaries. Consumers are continuously, interacting with each other and with brands/organizations on different devices and with different media. Forward looking companies and contemporary marketing professionals need to be able understand contemporary social phenomena and tap into these (digital) discussions to generate a critical understanding of the connected consumer and to engage with them in an agile and meaningful way.

20 [10 ECTS credits]

This module examines various import/export issues, including operations, government agencies, and import/export channel networks, and the evaluation of international opportunities. It is designed to provide students with the skills and tools necessary to be successful in international trade. The focus of the course is both theoretical and practical in nature. 

20 [10 ECTS credits]

Branding is a fascinating topic that receives much attention in the popular press. The lectures explore and discuss theories and business practices related to building and managing strong brands. The module in particular focuses on how to manage brands in practice. The module deals with brands and discusses the following:

• why brands are important;

• what brands represent to companies;

• what brands represent to customers;

• how strong brands drive superior financial results;

• what organisations should do to manage their brands effectively etc.

10 [5 ECTS credits]

The Marketing Field Study Challenge provides an integrative module for the MSc Marketing programmes. It exposes students in a holistic manner to a marketing challenge to which they will apply previously acquired theoretical knowledge. Students will engage in preliminary research related to the field study, which will provide formative assessment and a basis for subsequent investigative activity during the visit. It is anticipated that separate streams of this module will focus on outcomes most relevant to the different MSc Marketing pathways (currently International Marketing and Digital Marketing). The field study visit may be to an international destination, or within the UK, e.g. for students of Digital Marketing a field study visit to a small UK market town which is introducing an electronic customer loyalty card shared between small traders, and students could study and make recommendations for its development. Further details of specific field visits offered within this module will be available to students before registering for it. Note that you will be asked to pre-register for the Marketing Field Study Challenge early in the Autumn term (before the official deadline for selecting electives) to enable the planning and organisation of the visit”.

10 [5 ECTS credits]

Social issues and challenges as diverse as climate change, obesity and terrorism have led to the growth of marketing tools being applied with a social purpose. As a result, organisations and governments are gradually starting to use marketing techniques in order to influence stakeholder behaviour towards pro-social outcomes. This module is designed to provide knowledge of this marketing discipline and how to evaluate and implement social purpose marketing strategies. This includes the design of a social purpose marketing campaign, including selection of target audiences and behavioural goals. This module also covers aspects related to the evaluation and monitoring of campaigns and social impact.

10 [5 ECTS credits]
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Fees & funding

Home (UK/EU)International (non EU)
2018 Entry£12,750£21,000
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.

UK/European Union Postgraduate Loans

Loans of up to £10,000 are available to eligible students studying for postgraduate Master's courses from the 2018-2019 Academic year. In general, students need to be domiciled in England.  EU students, and individuals falling within certain specified categories, may also be eligible.

You can apply for a loan through the UK Government website.  You can read more about the scheme on the Student Loans Company website or on these two UK Government sites: Introduction of loans for postgraduate students and Government response to the Consultation on Support for Postgraduate Study.

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 a result of 6.5 in the end of Pre-sessional English course assessment 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 pgadmissions@reading.ac.uk 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: intoff@reading.ac.uk.

Tier 4 visa pilot scheme

The University of Reading is pleased to have been selected by the Home Office to take part in a small pilot scheme, which provides Master's level students the opportunity to benefit from a streamlined visa application process, and six months extra time on their Tier 4 visa to look for work.

The pilot scheme will cover Tier 4 visa applications made for entry in the academic year 2018/19. Find out more on the University of Reading website.

Careers

As more organisations operate internationally, the skills and insights provided by this degree equip students very well for careers in marketing, global brand management, market insight and strategic consultancy.

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 Master's 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 members below, via email, Skype or social media.

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