MSc Marketing (International Marketing)

Program Overview

The MSc Marketing (International Marketing) program at the University of Reading is designed for students who wish to pursue a career in global marketing and develop the expertise required to manage marketing strategies in international and cross-cultural contexts. The program equips students with the knowledge and skills necessary to understand and analyze the complexities of global markets and formulate effective marketing strategies that drive growth and competitiveness. With a strong focus on strategic decision-making, consumer behavior, digital marketing, and international business, this program prepares graduates to lead marketing efforts in multinational corporations or start their own global ventures. The comprehensive curriculum, industry-focused content, and the university’s strong emphasis on employability ensure that students are well-prepared for the demands of the global marketing industry.

Curriculum: The curriculum of the MSc Marketing (International Marketing) program provides a balance of theoretical knowledge and practical skills, covering essential areas of marketing such as consumer behavior, marketing strategy, digital marketing, brand management, and international market analysis. Core modules in the program include "International Marketing," "Digital Marketing and E-commerce," "Marketing Analytics," and "Global Consumer Behavior." These modules give students a deep understanding of the global marketing landscape, consumer needs, and how to effectively tailor marketing campaigns to different cultural contexts. Additionally, students can choose from a range of elective modules to specialize in areas that align with their career aspirations. Electives may include topics like international brand management, social media marketing, and marketing research. The curriculum also incorporates practical assignments, case studies, and real-world business challenges that allow students to apply their learning in a meaningful way. The program culminates in a dissertation or a business project, where students can explore an area of marketing in-depth, using research methods to analyze international marketing issues and propose strategic solutions.

Research Focus: The University of Reading has a strong research focus in the field of marketing, particularly in the areas of consumer behavior, digital marketing, and global branding. The university's research in marketing is integrated into the MSc Marketing (International Marketing) program, ensuring that students benefit from the latest insights and developments in the field. Faculty members are active researchers who contribute to cutting-edge marketing research, often publishing in leading academic journals and engaging with global industry practices. Students have the opportunity to participate in research-led projects and attend seminars, providing exposure to contemporary marketing trends and theories. Research at the university explores how businesses can adapt marketing strategies to diverse global markets, how digital technologies are transforming marketing practices, and how consumer behavior varies across different cultural contexts. This research informs the curriculum, ensuring that students receive a rigorous academic foundation along with practical, real-world knowledge that they can apply in international marketing roles.

Industry Engagement: One of the strengths of the MSc Marketing (International Marketing) program is its emphasis on industry engagement. The University of Reading has strong connections with global businesses, marketing professionals, and industry experts. Through guest lectures, industry-led seminars, and workshops, students have the opportunity to engage with professionals from leading companies and gain valuable insights into the latest marketing trends and challenges. In addition, the program offers opportunities for internships, work placements, and consultancy projects, where students can apply their academic knowledge to real-world marketing issues. These experiences allow students to develop their professional skills, build a network of industry contacts, and enhance their employability. The university’s close ties with multinational companies across various sectors, including retail, technology, and FMCG (fast-moving consumer goods), provide students with a wide range of career opportunities upon graduation.

Global Perspective: The MSc Marketing (International Marketing) program at the University of Reading offers students a global perspective that is crucial for succeeding in the interconnected world of international business. The curriculum incorporates case studies from different regions, giving students the opportunity to understand how marketing strategies are adapted to various global markets. Students will explore the challenges and opportunities of marketing in diverse cultural, economic, and regulatory environments, developing the skills needed to navigate the complexities of international marketing.