MSc International Marketing

You will study the following modules:

• Contemporary Issues in Business and Society: (15 credits): This module is taken in your first semester by all students as an introductory Business School postgraduate module and explores what it is to be a master’s student. It is designed so that all students enrolled onto the course can access this higher level of postgraduate education in an effective manner. This module aims to enable you to reach a well-grounded understanding of the theory and practice of international management and relate it to events taking place at a global and national level. Utilising the United Nations Sustainable Development Goals as a discursive element within the module, the ways in which business can positively contribute to achieving these will be critically evaluated.
• International Marketing (15 credits): Marketing is often perceived as being primarily entwined with advertising or convincing consumers to purchase items they may not know they need. However, we would highlight that marketing must be looked at much more holistically within an organisation. Having a critical oversight and direction toward who you are, what you have to say and connecting this with your target audience is an ongoing challenge. The module will question the application of marketing theories, practices, and concerns into our culturally diverse and complex World. The module will enable students to investigate, analyse and evaluate the role and scope of marketing activities within an international perspective and context.
• Digital Communications (20 credits): The evolution, diffusion, and adoption of digital technologies have fundamentally altered the way we live, work, relate to one another, and conduct business. These technological and societal changes are having a far-reaching impact on the communications, public relations and marketing disciplines, presenting huge challenges as well as opportunities to the industry. This module provides a sound theoretical and practical knowledge of digital communications based on a critical understanding of current and emerging technologies, digital strategies and social media platforms. The module examines a number of topics, including digital strategy; social media; search engine optimisation; online community building and management; stakeholder analysis; issues management; web analytics and big data; content marketing; web design; online customer journey; ethical and legal aspects of digital communications; and more.
• Consumer Behaviour and Global Branding (15 credits): The module is designed to provide an in-depth and critical understanding of consumer behaviour and how it informs organisational branding set within a global context. You will be introduced to the concept of consumer behaviour and its role in developing a targeted and coordinated brand strategy. This is also contextualised for consideration within a global context. A range of models of consumer behaviour are examined alongside branding strategies, how brands are created, the nature and influence of consumers on these brands, and lastly how culture influences the global approach taken within branding. The module further evaluates the psychological, social, and economic roots of the discipline of consumer behaviour and relates these to contemporary consumers. The module also addresses emerging themes and contemporary issues such as technological advanced, cultural and sustainability dimensions of brand identity, along with brand positioning, brand image, brand equity, branding strategies, cross cultural branding, and sustainability branding via the concept of environmental and social benefits within a global perspective.
• Data Analytics for Management Decision-Making: (15 credits): This module explores the sources of data, how that data is collected, processed, and presented, and then continues the data lifecycle by considering how this is used within informed decision-making processes within contemporary enterprises. With so much data noise, how can business be certain that the data they are using is reliable and valid? How can they then link that to a primary function within management and leadership, making decisions?
• Marketing Innovation and Campaign Management (15 credits): This module is designed to provide an in depth and critical understanding of market-driven product/service innovation. The characteristics of products/services and new product development are examined and critiqued. The contribution of both an organisational and individual entrepreneurial mind-set within a successful marketing function is investigated.
• Critical to most marketing activities is the communication and campaign/s that supports innovative products or services; how they are marketed, launched, the campaign that sustains the product in the marketplace and how effective campaign management acts as a differentiator for product amongst its competitors. Drawing upon contemporary theory and practice, the module explores the various issues associated with innovation and how to garner creative and engaging campaign strategies.
• Strategic Management (15 credits): This concerns itself with assessing what’s important, determining how to get there, and avoiding the potential pitfalls. By focusing on long-term sustainable success, practitioners can avoid the noise of the day-to-day. The module incorporates strategic concepts, tools and techniques that organisations can employ to assess their environment and resources and make strategic decisions towards long-term success. This is a mandatory module for all the Queen Margaret Business School MSc courses. Much of the knowledge and skills developed in this module are transferrable and useful in a broad range of management functions.
• Research Methods: Problems and Solutions (20 credits): Research has an important role within academic studies but is also a core skill for managers and leaders within contemporary enterprises. This module is designed to develop both theoretical research knowledge, and practical insights into the purpose, nature, execution, and value of research approaches and how these can be effectively utilised in the solving of problems in the context of academic knowledge creation or organisational professional practice.

Progressing to the MSc?

If studying for an MSc, you will also complete a Capstone module (60 credits). This takes the form of either 1. a 12,000-word Dissertation, 2. a Business Consultancy in Practice project, or 3. a Business Incubation Programme.

1. International Marketing Master's Dissertation: This is designed to enable you to develop, plan and critically evaluate a piece of research in the relevant degree subject related area, written up in the form of a dissertation. It offers the opportunity to conduct a substantial academic research project around a research topic of your choice.

2. Business Consultancy in Practice: This option will provide the opportunity to design and deliver a live project for a client. You will critically evaluate the consultancy role and practice through a live consultancy project. You will research, develop and deliver the project in collaboration with a business/organisation. The module will be assessed, not on the success of the project, but on your planning, problem solving and reflection upon the consultancy cycle which will include a researched client consultancy report and personal development plan.

While there may be the opportunity to work with staff to identify a partner business, the onus to find a real-world project will be on you. Recent project clients have included a major airline, global pharmaceutical company, whisky industry, top five bank, publishing house, European professional basketball team, food companies, charities, big three accounting and consulting organisations, global hotel brands, an Irish environmental company, online retailers, a local authority, an environmental energy agency, a major oil and chemical producer and a digital marketing agency.

3. Business Incubation Programme: If you have an entrepreneurial spirit and have always dreamed of starting your own business, then our Business Incubation Programme will best match your ambitions. Throughout your studies, this module will challenge you to critically evaluate a range of nascent, micro and family businesses. As you progress through the module, you will develop a new start-up business or social enterprise.

Support will be offered to you from inception to investigation and planning a new start-up business. Should you wish to launch a start-up, you can also access support through QMU's Startup Studio which is supported by our on-campus Business Gateway team.