Communication and International Marketing MA

Designed to equip you with a critical understanding of communication in contemporary international marketing contexts.

Why Surrey?

This programme is ideal for advertising, marketing and PR professionals who want to enhance their existing profile with a postgraduate qualification; humanities graduates who want to gain marketing skills to apply for roles relating to their first degrees (for example to start careers in publishing or arts management); graduates from management or marketing disciplines who want to deepen their insight into marketing across linguistic and cultural boundaries; and graduates in English Language, Linguistics or Translation studies who want to add business and marketing skills to their portfolio.

Programme overview

This programme combines the internationally recognised research and teaching strengths in the School of English & Languages with the expertise of the internationally renowned Surrey Business School, accredited by AACSB International – the Association to Advance Collegiate Schools of Business.

This programme is designed to equip you with a critical understanding of communication in contemporary international marketing contexts, in order to address the market needs of the international business environment.

You will gain the necessary knowledge and skills to be able to seek employment in a wide variety of multinational and/or international organisations. In particular, the programme will prepare you for a career in advertising, international management, media and public relations.

Programme Structure

You will take six compulsory modules and two optional modules covering a wide range of disciplines including: communication studies, management, international business and cultural studies. You will also take a Research Methods module preparing you for the dissertation element of the course, in which you will have the opportunity to specialise according to your personal interest. The programme includes numerous opportunities to apply and develop your skills through practical tasks.

* Optional modules may be subject to change

C - Compulsory, O - Optional (totalling 30 credits)

Modules Credits MA
Interpersonal Communication 15 C
International Marketing Management 15 C
Marketing 15 C
Marketing Communications 15 C
Strategy 15 C
Introduction to Research Methods: Answering Questions with Evidence 15 C
Global Diversity in Language and Communication * 15 O
Professional Communication * 15 O
The Language of Advertising * 15 O
Globalisation: Theories, Discourses and Practices * 15 O
Organisations and Written Communication * 15 O

Assessment and Module Summary

Most modules are assessed by written assignment and some by a combination of assignment and examination. Some programmes also include projects and group work. For the master’s stage, you will complete a 10,000 to 12,000-word dissertation on a topic of particular interest to you.

Compulsory Modules

International Marketing Management

This module will provide you with a comprehensive initiation into the theory, concepts, issues and practice of international marketing. The module identifies processes, contexts and influences associated with international marketing strategies. It develops your appreciation of strategies and plans for different economies, and of the implications, monitoring and control of the international marketing process.


This module provides you with a comprehensive framework for understanding the contextual, strategic and operational issues of marketing, and develops your ability to link theory with practice. Theory and case studies are used to analyse environmental conditions, marketplace trends, market characteristics, consumer behaviour, marketing strategy, marketing planning, tactics and operations, and the growing influence of technology.

Marketing Communications

This module introduces the theory and practice of marketing communications (marcoms) in an international context. You will cover the management of marketplace trends, strategic and operational objectives, and planning and implementation of marketing communications practice in a global setting.

Introduction to Research Methods: Answering Questions with Evidence

This module provides an introduction to some of the principal tools of social research in preparation for the dissertation. Through the provision of hands-on experience in workshop exercises, you will be equipped with the tools to evaluate evidence that has been generated through various methods and techniques and to select appropriately from among these in planning your own research.

Interpersonal Communication

This module considers conversational implicature, speech act theory, frames and footing, politeness, conversation analysis and conversational style.


This module will provide you with a theoretical and practical understanding of corporate strategy as an interdisciplinary activity, within the context of a competitive market economy, leading to corporate decision-making.

Optional Modules

Global Diversity in Language and Communication

This module investigates the ideological, social and historical bases of communication that shape today’s globalised world

The Language of Advertising

This module will teach you how to apply concepts from linguistics, in particular pragmatics, and semiotics to the analysis of advertisements. It will examine how advertisement designers exploit linguistic and visual means in order to communicate messages and to persuade their recipients. It will consider advertisements in various media, including newspapers/journals, radio, TV and the internet, and will examine the effect of culture on the production and perception of advertisements

Teaching Intercultural Communication

This module provides a practical introduction to teaching intercultural communication in various settings and contexts. Starting from a discussion of the nature of intercultural competence, it will cover ways of assessing intercultural competence, needs analysis and tools / approaches to teaching, as well as providing an overview of the current market in intercultural teaching and training.

Women and Representation in Media, Marketing and Cultural Contexts

The module will introduce you to the ways in which women are represented in a variety of texts, written, spoken and visual, in particular within the context of marketing and advertising and the media. You will develop the ability to analyse these representations. Topics include: gender stereotyping; consumerism; sexuality; other relations of difference (e.g. ethnicity; disability; sexual orientation); and cross cultural comparisons, among others).

Professional Communication

This module will provide you to the main issues concerning communication in both written and oral genres in professional settings as well as the theoretical and methodological approaches used to study such issues. This will equip them with the skills to reflect critically on professional communication events in a variety of contexts.

Career Prospects

Many of our graduates have gone on to find employment in a wide range of international organisations and businesses. Others have chosen to take research degrees in their subject.

Recent graduates of the MA Communication and International Marketing have undertaken the following careers:

  • Competitor analyst
  • Business associate in a private company
  • Investment manager in a Chinese government-run company
  • Two graduates have set up their own advertising agencies

Research students have undertaken projects in the following areas:

  • Political communication
  • Communication theory
  • Cross-cultural and intercultural communication

Academic Support

As a student of the School of English and Languages, you will benefit from the expertise of a vibrant, multidisciplinary group of academics. You will also have access to a number of conferences, seminars and workshops hosted throughout the year. These events cover a range of topics to broaden your thinking in the fields of literature, language and linguistics, cultural studies and creative writing.

The marketing element of the programme will also allow you to benefit from the close affiliation with the Surrey Business School, a leading provider of internationally recognised postgraduate vocational management degrees. The School has strong links with industry and has established a number of high-profile partnerships with multinational organisations. You will be supported by a team of international staff with a wealth of global experience and specialist expertise. Surrey Business School modules are fully accredited by AACSB International.

English Language Support For All

Programmes available to all students include:

  • Oral Skills
  • Academic Listening
  • Contemporary British Society
  • Pronunciation
  • Critical Thinking
  • Legal English
  • Dissertation Writing
  • Academic Reading and Note-Taking
  • Grammar Revision
  • Essay Writing
  • Essay Writing for Native English Speakers
  • Thesis/Dissertation Writing

Association to Advance Collegiate Schools of Business

AACSB International offers a set of standards that are relevant and applicable to all business programmes globally and which support and encourage excellence in management education worldwide.

AACSB International accreditation represents the highest standard of achievement for business schools worldwide. Institutions that earn accreditation confirm their commitment to quality and continuous improvement through a rigorous and comprehensive peer review. AACSB International accreditation is the hallmark of excellence in management education worldwide.

AACSB International accreditation assures stakeholders that business schools:

  • Manage resources to achieve a vibrant and relevant mission
  • Advance business and management knowledge through faculty scholarship
  • Provide high-calibre teaching of quality and current curricula
  • Cultivate meaningful interaction between students and a qualified faculty
  • Produce graduates who have achieved specified learning goals

The University of Surrey achieved its accreditation in November 2005 after a rigorous application and assessment process, culminating in a visit from an accreditation panel. Less than 15 per cent of the world’s business schools are accredited by the AACSB, so the Surrey Business School was especially proud to join the elite group of less than 100 business schools in Europe holding AACSB accreditation.

Related programmes

Postgraduate (Taught)

Related departments/schools

Related research areas

Programme leader

Dr Rosina Marquez Reiter

Find out more

General enquiries:

+44 (0)1483 681 681

Admissions enquiries:


Programme facts

Type of programme:


Programme length:

  • Full-time: 12 months

Start date:

Sep 2016

Entry Requirements

View entry requirements by country

English language requirements

We offer intensive English language pre-sessional courses, designed to take you to the level of English ability and skill required for your studies here.


Study mode Start date UK/EU fees Overseas fees
Full-time Sep 2016 £6,000 £15,000

Please note these fees are for the academic year 2016/2017 only. Annual fees will rise by four per cent (rounded up to the nearest £100) for each year of study.

A complete list of all fees for our Masters Programmes


Discounts for Surrey graduates

Thinking of continuing your education at Surrey? As an alumnus of Surrey you may be eligible for a ten per cent discount on our taught Masters programme fees. Learn more.

For more details

Admissions Information

Our Admissions Policy provides the basis for admissions practice across the University and gives a framework for how we encourage, consider applications and admit students.

Further information for applicants

Postgraduate Study Advice

Steps to Postgraduate Study is an official, independent guide for anyone considering a taught postgraduate course. The guide is produced by the Higher Education Funding Council for England (HEFCE), the Higher Education Funding Council for Wales, the Scottish Funding Council and the Department for Employment and Learning, Northern Ireland.

Find out more


Modules listed are indicative, reflecting the information available at the time of publication. Please note that not all modules described are compulsory and may be subject to teaching availability and/or student demand.

Our alumni