MSc International Marketing

Modern business is increasingly global - and we have designed a programme to match. Our MSc International Marketing gives you the comprehensive knowledge, expertise and skills you need to build a successful career in international business and make a positive impact on the world around you.

Drawing on our close relationship to industry, we'll help you develop new insight into the cross-cultural challenges you'll face in today's global environment - and how to address them. You'll discover how technology can help you develop sustainable marketing practices, better understand consumer behaviour and plan marketing, branding and communication strategies. You will study marketing in both theory and practice, for a world-class education built on GCU's decades of academic and professional experience in the field.

As part of our welcoming, open and diverse GCU community, you'll also be in the ideal place to launch a marketing career that is globally engaged and socially responsible - truly serving the common good.

Your career

You'll graduate from our career-focused programme ideally positioned to create innovative marketing solutions in a variety of sectors - from fashion to travel, entertainment to technology. Our alumni pursue rewarding careers and create meaningful change in the UK and internationally.

Consumer Insights

Delivers a critical, in-depth understanding of consumer-led sustainable marketing practices. Students are introduced to the concept of customer insight and its role in marketing decision-making. The module evaluates the psychological,social and economic roots of the discipline of consumer behaviour and relates these to contemporary consumers.

Module details, assessment strategy and reading list:

Brand Lab and International Communications

Explores developing new brands and introducing them to market considering brand identity, positioning and image as well as strategies in cross cultural international contexts and and sustainability in branding. Students create and plan the implementation of a coherent marketing communications plan to stimulate desired consumer responses and build and enhance brand equity. This module aims to develop student’s understanding of marketing communication theory and application of the marketing communications mix in an international context.

Module details, assessment strategy and reading list:

Digital Marketing, Analytics and Storytelling with Data

In today’s shifting digital landscape, international brands must evolve to meet the needs of their modern digital savvy customer. This module will help students grasp the fundamentals of digital and social media marketing to engage with their customers,reach new audiences and create exceptional digital content. As part of the module, students will contribute to the local marketing team’s digital marketing efforts through planning and execution of micro campaigns. Understanding the data from such campaigns and ability to present compelling ROI narratives through storytelling with data is vital for marketing teams.

Module details, assessment strategy and reading list:

International Marketing Concepts for Sustainable Practice

In an increasingly global and digitalised world, businesses must rethink traditional marketing concepts and strive to implement more comprehensive and responsible approaches of marketing. Students explore the interaction between different elements of the marketing mix and the wider contexts is essential to effective and responsible marketing. Underpinned by the United Nations’ Principles for Responsible Management Education (PRiME) students consider implications for international marketing practice and its sustainability for the future.

Module details, assessment strategy and reading list:

International Marketing Strategy

Considers the challenges that organisations face in the contemporary global B2B and B2C marketplace and explores strategic options internationally. Adopting a strategic marketing planning perspective this module will equip students with the necessary tools, skills and insights to generate a comprehensive, cohesive and congruent strategic marketing plan to take an organisation global including new market entry decisions to successfully engage in international opportunities.

Module details, assessment strategy and reading list:

Innovation and Global Marketing Logistics

Examines the interconnection of an entrepreneurial mind-set and its role in the process of developing innovative new product and service solutions in a private, public or third sector. By critically appraising effective and responsible global marketing logistics solutions, students will develop a portfolio showcasing how to take their innovation to market and deliver the product or service’ benefits to customers.

Module details, assessment strategy and reading list:

Career Planning and Professional Development

Enables students to identify and develop their key personal abilities in the context of their future career aspirations. Students will be given the opportunity to undertake an work experience, volunteer, study abroad or take part in desk based consultancy. Students will be invited to apply the concepts of personal and professional development to what they are experiencing outside the classroom in order to be better prepared for their personal and professional life.

Module details, assessment strategy and reading list:

Introduction to Research Methods

Introduces students to research approaches, time and project management skills essential for their research project and similar tasks in the future. The module provides essential knowledge of research design across key areas and adopts a critical perspective in comparing and contrasting alternative research models.

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Research Project

The final element of the programme is an in-depth research study, which provides students with an opportunity to design and undertake a piece of original research in a relevant area of marketing which could become the starting point of your career in international marketing. The project can take the form of an Applied Research Project , an Inquiry Project or a Consultancy Project. The Applied Research project involves collection of either primary and/or secondary data.The Inquiry Project is secondary data based exploring an aspect of a global trend,associated literature and an assessment of its implications for local practice.The Consultancy project is normally primary data based and requires the student to adopt the role of a consultant with a relevant organisation.

Module details, assessment strategy and reading list:

Download the Programme Specification for a detailed breakdown of its structure, what you will learn and other useful information.

Study Options

  • 2020/21


Mode of study


Start date



Full Time
16 Months
18 Jan 2021
GCU London
Part Time
2 - 3 Years
18 Jan 2021
GCU London
Full Time
1 Year
29 Sep 2020
GCU London
Part Time
2 - 3 Years
29 Sep 2020
GCU London
Award Mode of study Duration Start date Location  
MSc Full Time 16 Months 18 Jan 2021 GCU London Enquire Apply
MSc Part Time 2 - 3 Years 18 Jan 2021 GCU London Enquire Apply
MSc Full Time 1 Year 29 Sep 2020 GCU London Enquire Apply
MSc Part Time 2 - 3 Years 29 Sep 2020 GCU London Enquire Apply

All entry requirements listed here should be used as a guide and represent the minimum required to be considered for entry. Applicants who are made a conditional offer of a place may be asked to achieve more than is stated.

Typical Entry Requirements

UK honours degree 2:2 (or equivalent) in any subject area.

English Language

Academic IELTS score of 6.0 (or equivalent) with no element below 5.5.

Additional Information

Other academic and vocational qualifications

Each application to GCU is considered on an individual basis. If you do not have the typical academic entry qualifications, but can demonstrate relevant work experience and/or credits from recognised professional bodies, you may be eligible to enter this course via the University's Recognition of Prior Learning scheme.

International Pathways

International students who do not meet the academic requirements may be eligible for the Pre-Masters programme at INTO Glasgow at our Glasgow campus. Successful completion of this INTO course with the required grades means guaranteed conditional offer of a place on the degree programme at GCU London.

If you do not meet the English language requirements, you may be eligible for our pre-sessional English programme which is taught at our London campus.

Join GCU in September 2020

We are looking forward to welcoming you to what will be a great new academic year at GCU and we hope you choose this as your study destination. Your experience as an applicant and new student remains our priority. We will be doing everything we can to make sure you enjoy learning through our blended approach of online and face-to-face teaching and to give you as many opportunities to create new friendships and experience everything the GCU community has to offer you!

The health, safety and wellbeing of our students and staff will continue to be our highest priority as rules around social distancing are eased. For more information on the things what you can expect from your first term at GCU, visit our Frequently Asked Questions pages or make an enquiry today.

The tuition fees you pay are mostly determined by your fee status. What is my student fee status?

Tuition fees 2020/21

Home (including Scotland and Europe): £8,700
International (outside Europe): £13,500

Part-time and distance-learning tuition fees

For details of part-time and distance-learning fee rates, please make an enquiry today.

Fees are subject to change and published here for guidance only. Fees and refund policy.

Additional costs

As a student at the University, there are additional fees and costs which may or may not apply to you, but that you should be aware of.

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We provide high-quality education for a fair price; as the University for the Common Good, we are committed to offering accessible higher education for talented students by keeping our tuition fees low and providing a generous scholarship package of over £2 million per year.

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