International Marketing Management MSc

This programme combines marketing modules with a global focus and an analytical approach, benefiting from a long tradition of research and teaching in marketing and retail at Surrey Business School.

Why Surrey?

At Surrey Business School, we offer a diverse range of business and management programmes that are fuelled by a common approach: encouraging you to be entrepreneurial and innovative, providing opportunities for you to engage with real-world business problems throughout your programme.

Programme overview

Cultural and national differences pose a range of problems to those organisations who need to market their products and services around the world. This programme is designed for those with an interest in discovering more about these unique challenges – and the associated opportunities – that come with international marketing management.

Our MSc in International Marketing Management will provide you with a comprehensive framework for understanding theories, concepts, issues and applications of marketing in an international and global context. The programme will develop your appreciation of strategies and tactics for international markets, along with their implications, as well as building your understanding of marketing management for multinational and global organisations.

The programme covers a wide range of modules and topics in international business and marketing, as well as modules that develop your skills in business research and analysis. We also offer a range of optional modules that allow you tailor the programme according to your own interests or career aspirations.

Programme structure

The programme comprises seven compulsory modules, one optional module and a dissertation.

Compulsory modules:

  • Research Methods
  • Marketing
  • International Business Management
  • International Marketing Management
  • Accounting and Finance for Business
  • International Marketing Investigation
  • Marketing Communications

Optional modules:

  • Consumer Behaviour
  • E-Business
  • International Retailing
  • Strategy
  • Digital Marketing and Social Media
  • International Trade
  • Introduction to Marketing Analytics

Example module content

Accounting and Finance for Business

This module provides the conceptual foundations for understanding, analysing and interpreting accounting and cost management information. You will learn how to apply accounting principles and financial theory to decision-making in modern business organisations. Module content includes the financial environment, corporate governance and analysis of the prime financial statements.


This module provides a comprehensive framework for understanding marketing. Integrating theoretical concepts and models with practical application, you will explore the contribution that marketing can make to successful businesses. Theory and case studies are used to analyse environmental conditions, marketplace trends, marketing strategy, marketing planning and the growing influence of technology.

Marketing Communication

You are introduced to the concepts, issues, theory and practice of marketing communications (marcomms) and integrated marketing communications (IMC). This provides an understanding of how marketing communications work in practice, taking into account the context (domestic or international), cultural and market characteristics.

Research Methods

This module covers the fundamentals of research practice. It introduces the process of research project formulation and the key elements of research design, namely the choice of unit of analysis, measurement, methods of data collection, and data analysis. Ultimately, the module prepares you to design and execute your research study for your dissertation in a systematic and scientific manner.

International Business Management

The main module content includes drivers and implications of globalisation, the theories of foreign direct investment (FDI), country market evaluation regarding the opportunities and risks brought to multinational enterprises (MNE), institutional home and host country effects on international management, host country effects of FDI, managing human resources across national borders, and managing production and technologies in a global context.

International Marketing Investigation

This module provides an opportunity to apply the theoretical knowledge acquired during the programme to an international business problem. At the end of the module you should be able to undertake a basic investigation leading to conclusions which are theoretically underpinned and empirically identified from the literature.

International Marketing Management

This module provides a comprehensive framework for understanding international marketing strategy. It introduces you to the theory, concepts, issues and practice of international marketing. It develops your appreciation of strategies and plans for different economies and of the implications, monitoring and control of the international marketing process.

International Retailing

Internationalisation is now a very substantive feature of the retail industry, with implications for retail competition, retailer strategy, retail development and supply chain management among other issues. A considerable and growing body of academic and practitioner literature surrounds this issue. It provides a valuable body of knowledge to inform future retail marketing managers and highlights some of the potential complexities and enduring challenges of retailing in an international environment. This module is designed to help you to understand the extent and nature of retail internationalisation and to critically evaluate related theories and conceptualisations.

Consumer Behaviour

Consumer behaviour is evident in everyday life and knowledge and understanding of this subject is beneficial to marketing and strategy formulation. The module will focus on behavioural concepts, appropriate research techniques and recent research findings to enhance your understanding of how consumers choose products. Recent trends in consumer behaviour applied to services are also incorporated.


This module provides a comprehensive framework for understanding the contextual, strategic and operational issues of e-business. It will also develop your ability to link theory with practice. The module identifies contextual influences and industry developments, mapping various business models and analysing how the electronic platform can transform businesses.

International Trade

This module considers issues of international trade from theory and policy perspectives. In particular the module considers how these issues affect the behaviour of firms and the relationship between theory, practice and policy. You will acquire a critical overview of the international movement of goods, services, capital, ideas and people, and of the factors affecting the nature, volume, value and direction of such movements.


This module will appeal to you if you are considering a career in business consultancy or in key managerial roles within a broad spectrum of industries. It is intended to provide you with a holistic understanding of the most relevant theoretical approaches to strategy formulation, implementation and control, in the context of either a single-business or a multi-business organisation.

Digital Marketing and Social Media

This module introduces students to the core principles of digital marketing. New technologies change the way companies interact with consumers. Technological evolution continues apace and marketers are seeking to exploit it in new, creative ways. This module provides a comprehensive framework for understanding the contextual, strategic and operational issues involved in the application of technology to marketing.

International Retailing

This module will help you to understand the extent and nature of retail internationalisation and to critically evaluate theorisations and conceptualisations applied to the internationalisation of this business sector

Introduction to Marketing Analytics

Technology advances of the past decade have dramatically enhanced marketers’ means of collecting and analysing data to measure the ROI and effectiveness of their marketing strategies. This module is designed to provide students with an overview of what data is collected, how it can be analysed, and interpreted to guide marketing executives in their strategic decisions. The module focuses on introducing students to key analytical techniques with an emphasis on interpreting results and generating strategic insights for marketing decision making.

Graduate prospects


Surrey is rated as the fourth best university in the UK for marketers by the LinkedIn University Rankings.

Professional recognition

Surrey Business School is accredited by the Association to Advance Collegiate Schools of Business (AACSB) and by the Association of MBAs (AMBA)

The University of Surrey is a member of the Academy of Marketing. 

Related programmes

Postgraduate (Taught)

Related departments/schools

Related research areas

Programme leader

Professor Christoph Teller

Find out more

General enquiries:

+44 (0)1483 681 681

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Programme facts

Type of programme:


Programme length:

  • Full-time: 12 months

Start date:

Sep 2016

Entry Requirements

Applicants should normally hold a Bachelors degree (a good UK 2.2) or an equivalent qualification from a recognised British or overseas university.

If an applicant’s Bachelors degree is not in a subject related to the MSc, some relevant work experience would be an advantage. Higher level professional qualifications may also be accepted. Each applicant is assessed on their own merit.

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 £11,000 £17,000

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.

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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.

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