MSc — 2026 entry International Marketing
This CIM-accredited International Marketing masters course will inspire and prepare you to tackle global marketing challenges – from emerging media and globalisation to international market selection, market entry strategies and ethical decision-making. We’ll make sure that you’re well-equipped to navigate and understand the unique responsibilities that marketing professionals face in our ever-changing, globalised world.
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Why choose
this course?
- This masters programme provides an excellent stepping stone to an exciting career in international marketing, with graduates progressing into international roles across advertising, digital marketing, media and public relations, and events management.
- Combining an analytical approach, a global focus, and strong practical focus, the MSc helps you understand how businesses engage audiences, enter markets and respond to changing consumer behaviour across international contexts.
- You will engage with real international marketing challenges throughout your studies, including sustainability and ethical issues faced by organisations operating globally, while building a portfolio of applied work to showcase to future employers.
- As a CIM-accredited course, the programme is aligned with recognised professional marketing standards, helping strengthen your career prospects – and you can fast-track further CIM qualifications without having to complete all modules.
- Develop your entrepreneurial, innovation and ideation skills inside and outside the classroom. You’ll have access to our start-up hub, the Surrey Hatchery, where you can test ideas, hear from marketing experts, and explore opportunities.
- Whilst studying our masters in international marketing, you will join Surrey Business School and be part of a vibrant community, focused on improving business practice and creating a sustainable and positive change.
We’re preparing you for the future by integrating AI into every course, building digital skills, confidence and creativity that employers value in tomorrow’s workplace.
Accreditation
What you will study
Through our specialised modules, we’ll provide you with a comprehensive insider’s look at core international marketing concepts which will familiarise you with the strategies and tactics used in international marketing and the implications these can have.
With a combination of lectures, interactive seminars and lab workshops, we provide research-led teaching by experienced academics in international marketing and international business. Also, we offer practice-based teaching and learning by inviting experienced practitioners from international organisations. You'll also have the opportunity to develop marketing research and consultancy skills which can be applied to various international marketing contexts.
Professional recognition
MSc - Association to Advance Collegiate Schools of Business (AACSB)
Accredited by the Association to Advance Collegiate Schools of Business (AACSB).
MSc - Chartered Institute of Marketing (CIM)
Accredited by The Chartered Institute of Marketing (CIM) for the purpose of gaining CIM qualifications through the Graduate Gateway.
The structure of our programmes follows clear educational aims that are tailored to each programme. These are all outlined in the programme specifications which include further details such as the learning outcomes:
Modules
Modules listed are indicative, reflecting the information available at the time of publication. Modules are subject to teaching availability, student demand, and/or class size caps.
The University operates a credit framework for all taught courses based on a 15-credit tariff, meaning all modules are comprised of multiples of 15 credits.
Course options
Year 1
Semester 1
Compulsory
The world-wide political and economic liberalization and continuous technology improvement in the last three decades have brought unprecedented flows of goods, services, labour and capital across national boundaries. International business today comprises a larger and ever-growing portion of the world’s business and global events and competition affects almost all companies. A company operating internationally will engage in modes of business that are different from those it is accustomed to domestically. International business management is the process of applying management concepts, theories, and techniques in a multinational environment so that firms can become and remain international in scope. Moreover, a comparative view of management and organization in internationally operating firms is provided to understand these processes in detail.
View full module detailsThis module provides students practical and theoretical knowledge of International Marketing in contexts, operations and strategies. It aims to develop students’ critical thinking and ability to apply and adapt theories to cases in international marketing.
View full module detailsThe main aim of this module is to get students ready for conducting professional and academic (dissertation) research. Whereas all stages of a research process are covered in this module, the clear focus is on conducting qualitative and quantitative studies to support marketing decisions in response to business opportunities or problems. More specifically, this module offers the relevant framework for making the informed marketing decisions. The module is organized around the stages of a marketing research project (e.g. problem definition, design, data collection, data analysis, and documentation). The course will be of particular value for students planning careers in marketing research and marketing consulting.
View full module detailsSustainable marketing plays a vital role in promoting sustainability values within businesses which is of paramount importance in todays world such as environmental considerations, human welfare and responsible consumption. The module provides an understanding and critical assessment of the theoretical concepts of sustainable marketing and their application to real marketing cases to enable students to become informed marketing managers.
View full module detailsSemester 2
Compulsory
Internationalisation is a very substantive feature of the retail industry, with implications for retail competition, retailer strategy, retail development, digitalisation and supply chain management among other issues. A considerable and growing body of academic and practitioner literature surrounds this issue. It highlights some of the potential complexities and enduring challenges of retailing in an international environment and provides a valuable body of knowledge to inform future international marketing managers and retail marketing managers.
View full module detailsConsumer Behaviour is evident in everyday life, therefore knowledge and understanding of this subject can be beneficial to personal decision-making as well as to marketing and strategy formulation, both in offline and online environments. The module Perspectives on Consumer Behaviour deals with a range of theoretical, practical techniques in understanding and researching consumer consumption behaviour and how such an understanding can be used to create successful and viable marketing strategies. This module gives students the opportunity to explore theories and leading-edge research findings and apply knowledge by conducting small group discussion and/or activities. Thus, reflective, and critical applications of relevant behavioural, cognitive, and socio-cultural approaches to consumption are discussed.
View full module detailsThe main aim of this module is to get students ready for conducting professional and academic (dissertation) research. Whereas all stages of a research process are covered in this module, the clear focus is on conducting qualitative and quantitative studies to support marketing decisions in response to business opportunities or problems. More specifically, this module offers the relevant framework for making the informed marketing decisions. The module is organized around the stages of a marketing research project (e.g. problem definition, design, data collection, data analysis, and documentation). The course will be of particular value for students planning careers in marketing research and marketing consulting.
View full module detailsOptional
This module provides students with both a theoretical and practical understanding of International Trade, considered from an international political economy (IPE) as well as management perspectives. This is done through the assessment of International Trade from different angles, predominantly from the international trade management view, the international trade operations dimension, the state’s perspective, from the international trade regime perspective (the GATT and WTO) but also from the perspective of the international society, regional cooperation and the perspective of business and industry.
View full module detailsThis module provides students with practical and theoretical knowledge of Digital Integrated Marketing Communications in contexts, operations, and strategies. It aims to develop students¿ critical thinking and ability to apply and adapt theories to cases in international marketing settings. This module deepens your understanding of how to communicate as a marketer. You will:Extend marketing¿communications theories and frameworks and apply them to real business casesExamine how a brand¿s strategic goals shape its marketing communicationsExplore methods for assessing the target audience of marketing messagesLearn how to design messages that influence customers, using recent research and practice examples to understand how specific message elements should be integrated and evaluatedInvestigate additional message tactics for persuading customers, including the psychological processes and message formulations that can lead to both rational and irrational decisionsConsider the likely consequences of new and emerging media for marketing communications
View full module detailsThe module is an advanced, research-led module on sustainability and social innovation. It offers research-led insights into current issues and anticipated trends in sustainability, social innovation, and the changing role of business in society. The module will consider the current theory and critically examine the corporate practice of managing for sustainability, including aspects of corporate governance, corporate social responsibility, innovation and strategic, operational and supply chain solutions for improving sustainability on an international scale. We will examine the social, environmental, economic and business case for sustainability in the global context and reflect on the possible trajectories for the advancement of the sustainability agenda. We will study the emergent trends in organizing for the fulfilment of social needs that are insufficiently (or not at all) addressed by either the private or public sector and examine the case for the social enterprise. We will examine the practice of social entrepreneurship and innovation and reflect on the transferability of the model to more traditional organizations. We will examine how value is created through social innovation and enterprise and look at the associated challenges and opportunities for the future.
View full module detailsSemester 1 & 2
Optional
The dissertation is optional to all the three MSc Marketing programmes; International Marketing (IM), Strategic Management (SM) and Digital Marketing (DM). This module provides an opportunity for a sustained period of independent study and research. It allows students to concentrate on marketing and retail topics that are of particular interest to them. It also gives an opportunity for students to work independently with individual supervisors. The dissertation follows the standard academic pattern of identifying a topic arising from a gap in the literature and developing a methodology to explore this area in depth. The module will be run by the Marketing Department, and as such the students will have the opportunity to work in a smaller group and will receive better feedback and personal attention, thus enhancing student satisfaction and increasing progress in learning and understanding.
View full module detailsIn this module, you will step into the role of a marketing consultant, applying advanced strategic and marketing frameworks to solve real business challenges. Working with a pre-vetted industry partner, you will diagnose a live marketing problem, conduct market and consumer analysis, and develop actionable recommendations supported by taught content that builds your consultancy skills. You will learn to manage client relationships, present insights persuasively, and reflect critically on your professional practice. By the end, you will have produced a portfolio-ready consultancy output and strengthened your employability through authentic business engagement.
View full module detailsOptional modules for Year 1 (full-time) - FHEQ Level 7
For further information regarding programme structure and module selection, please refer to the course catalogue.
Year 1
Semester 1
Compulsory
Sustainable marketing plays a vital role in promoting sustainability values within businesses which is of paramount importance in todays world such as environmental considerations, human welfare and responsible consumption. The module provides an understanding and critical assessment of the theoretical concepts of sustainable marketing and their application to real marketing cases to enable students to become informed marketing managers.
View full module detailsThis module provides students practical and theoretical knowledge of International Marketing in contexts, operations and strategies. It aims to develop students’ critical thinking and ability to apply and adapt theories to cases in international marketing.
View full module detailsSemester 2
Compulsory
Consumer Behaviour is evident in everyday life, therefore knowledge and understanding of this subject can be beneficial to personal decision-making as well as to marketing and strategy formulation, both in offline and online environments. The module Perspectives on Consumer Behaviour deals with a range of theoretical, practical techniques in understanding and researching consumer consumption behaviour and how such an understanding can be used to create successful and viable marketing strategies. This module gives students the opportunity to explore theories and leading-edge research findings and apply knowledge by conducting small group discussion and/or activities. Thus, reflective, and critical applications of relevant behavioural, cognitive, and socio-cultural approaches to consumption are discussed.
View full module detailsInternationalisation is a very substantive feature of the retail industry, with implications for retail competition, retailer strategy, retail development, digitalisation and supply chain management among other issues. A considerable and growing body of academic and practitioner literature surrounds this issue. It highlights some of the potential complexities and enduring challenges of retailing in an international environment and provides a valuable body of knowledge to inform future international marketing managers and retail marketing managers.
View full module detailsOptional modules for Year 1 (part-time) - FHEQ Level 7
SEPTEMBER START
YEAR 1
First semester (semester 1 according to the academic calendar) you will study these compulsory modules (15 credits):
MANM544 - SUSTAINABILITY MARKETING
MANM011 - INTERNATIONAL MARKETING MANAGEMENT
Second semester (semester 2 according to the academic calendar) you will study two compulsory modules (15 credits each):
MANM139 - INTERNATIONAL RETAILING
MANM546 - PERSPECTIVES ON CONSUMER BEHAVIOUR
Year 2
Semester 1
Compulsory
The world-wide political and economic liberalization and continuous technology improvement in the last three decades have brought unprecedented flows of goods, services, labour and capital across national boundaries. International business today comprises a larger and ever-growing portion of the world’s business and global events and competition affects almost all companies. A company operating internationally will engage in modes of business that are different from those it is accustomed to domestically. International business management is the process of applying management concepts, theories, and techniques in a multinational environment so that firms can become and remain international in scope. Moreover, a comparative view of management and organization in internationally operating firms is provided to understand these processes in detail.
View full module detailsThe main aim of this module is to get students ready for conducting professional and academic (dissertation) research. Whereas all stages of a research process are covered in this module, the clear focus is on conducting qualitative and quantitative studies to support marketing decisions in response to business opportunities or problems. More specifically, this module offers the relevant framework for making the informed marketing decisions. The module is organized around the stages of a marketing research project (e.g. problem definition, design, data collection, data analysis, and documentation). The course will be of particular value for students planning careers in marketing research and marketing consulting.
View full module detailsSemester 2
Optional
The module is an advanced, research-led module on sustainability and social innovation. It offers research-led insights into current issues and anticipated trends in sustainability, social innovation, and the changing role of business in society. The module will consider the current theory and critically examine the corporate practice of managing for sustainability, including aspects of corporate governance, corporate social responsibility, innovation and strategic, operational and supply chain solutions for improving sustainability on an international scale. We will examine the social, environmental, economic and business case for sustainability in the global context and reflect on the possible trajectories for the advancement of the sustainability agenda. We will study the emergent trends in organizing for the fulfilment of social needs that are insufficiently (or not at all) addressed by either the private or public sector and examine the case for the social enterprise. We will examine the practice of social entrepreneurship and innovation and reflect on the transferability of the model to more traditional organizations. We will examine how value is created through social innovation and enterprise and look at the associated challenges and opportunities for the future.
View full module detailsThis module provides students with both a theoretical and practical understanding of International Trade, considered from an international political economy (IPE) as well as management perspectives. This is done through the assessment of International Trade from different angles, predominantly from the international trade management view, the international trade operations dimension, the state’s perspective, from the international trade regime perspective (the GATT and WTO) but also from the perspective of the international society, regional cooperation and the perspective of business and industry.
View full module detailsThis module provides students with practical and theoretical knowledge of Digital Integrated Marketing Communications in contexts, operations, and strategies. It aims to develop students¿ critical thinking and ability to apply and adapt theories to cases in international marketing settings. This module deepens your understanding of how to communicate as a marketer. You will:Extend marketing¿communications theories and frameworks and apply them to real business casesExamine how a brand¿s strategic goals shape its marketing communicationsExplore methods for assessing the target audience of marketing messagesLearn how to design messages that influence customers, using recent research and practice examples to understand how specific message elements should be integrated and evaluatedInvestigate additional message tactics for persuading customers, including the psychological processes and message formulations that can lead to both rational and irrational decisionsConsider the likely consequences of new and emerging media for marketing communications
View full module detailsSemester 1 & 2
Optional
In this module, you will step into the role of a marketing consultant, applying advanced strategic and marketing frameworks to solve real business challenges. Working with a pre-vetted industry partner, you will diagnose a live marketing problem, conduct market and consumer analysis, and develop actionable recommendations supported by taught content that builds your consultancy skills. You will learn to manage client relationships, present insights persuasively, and reflect critically on your professional practice. By the end, you will have produced a portfolio-ready consultancy output and strengthened your employability through authentic business engagement.
View full module detailsThe dissertation is optional to all the three MSc Marketing programmes; International Marketing (IM), Strategic Management (SM) and Digital Marketing (DM). This module provides an opportunity for a sustained period of independent study and research. It allows students to concentrate on marketing and retail topics that are of particular interest to them. It also gives an opportunity for students to work independently with individual supervisors. The dissertation follows the standard academic pattern of identifying a topic arising from a gap in the literature and developing a methodology to explore this area in depth. The module will be run by the Marketing Department, and as such the students will have the opportunity to work in a smaller group and will receive better feedback and personal attention, thus enhancing student satisfaction and increasing progress in learning and understanding.
View full module detailsOptional modules for Year 2 (part-time) - FHEQ Level 7
For further information regarding programme structure and module selection, please refer to the course catalogue.
General course information
Contact hours
Contact hours can vary across our modules. Full details of the contact hours for each module are available from the University of Surrey's module catalogue. See the modules section for more information.
Timetable
New students will receive their personalised timetable during Welcome Week. In later semesters, at least one week before the start of the semester.
Scheduled teaching can take place on any day of the week (Monday – Friday), with part-time classes normally scheduled for one or two days. Wednesday afternoons tend to be for sports and cultural activities.
View our code of practice for the scheduling of teaching and assessment (PDF) for more information.
Location
This course is based at Stag Hill campus. Stag Hill is the University's main campus and where the majority of our courses are taught.
We offer careers information, advice and guidance to all students whilst studying with us, which is extended to our alumni for three years after leaving the University.
Of our Surrey Business School graduates are in employment or further study within 15 months of graduating (Graduate Outcomes 2025, HESA).
If you decide to enrol with the Chartered Institute of Marketing (CIM) as an affiliate, you can study CIM qualifications without having to complete all the modules.
For most qualifications, you'll only need to take two assessments instead of the usual three. Therefore, you'll add an individual award to supplement your degree. There’s a fee to join CIM.
Over the years, our marketing courses have successfully trained graduates who have gone on to fruitful careers in a variety of international organisations, particularly in areas such as:
- Advertising
- Digital marketing
- Events management
- Media and public relations
- Publishing.
UK qualifications
A minimum of a 2:2 UK honours degree, or a recognised equivalent international qualification.
We may be able to take relevant work experience into consideration if you don't meet these requirements. Please provide full details of your role and responsibilities in your personal statement and CV when you submit your application.
English language requirements
IELTS Academic: 6.5 overall including 6.0 in each category.
These are the English language qualifications and levels that we can accept.
If you do not currently meet the level required for your programme, we offer intensive pre-sessional English language courses, designed to take you to the level of English ability and skill required for your studies here.
Credit Transfer and Recognition of Prior Learning
We recognise that many students enter their course with valuable knowledge and skills developed through a range of ways.
If this applies to you, the recognition of prior learning process may mean you can join a course without the formal entry requirements, or at a point appropriate to your previous learning and experience.
There are restrictions on some courses, and fees may be payable for certain claims. Please contact the Admissions team with any queries.
Scholarships and bursaries
Discover what scholarships and bursaries are available to support your studies.
Fees per year
Explore UKCISA’s website for more information if you are unsure whether you are a UK or overseas student. View the list of fees for all postgraduate courses.
Fee options
- UK
- £15,800
- Overseas
- £25,900
- UK
- £7,900
- Overseas
- £13,000
- Fees for part-time routes are applicable in each year of the course
- These fees apply to the academic year 2026-27 only. Fees are reviewed annually, and tuition fees may increase for courses running over more than one year.
Read our tuition fees guidance to find out more about payment schedules and how to pay.
Funding
You may be able to borrow money to help pay your tuition fees and support you with your living costs. Find out more about postgraduate student finance.
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ApplyOverseas applications
Please note that we may have to close applications before the stated deadline if we receive a high volume of suitable applications. We advise you to submit your application as soon as it is ready.
ApplyUK applications
Please note that we may have to close applications before the stated deadline if we receive a high volume of suitable applications. We advise you to submit your application as soon as it is ready.
ApplyOverseas applications
Please note that we may have to close applications before the stated deadline if we receive a high volume of suitable applications. We advise you to submit your application as soon as it is ready.
ApplyAdmissions information
Once you apply, you can expect to hear back from us within 14 days. This might be with a decision on your application or with a request for further information.
Our code of practice for postgraduate taught admissions explains how the Admissions team considers applications and admits students. Read our postgraduate applicant guidance for more information on applying.
About the University of Surrey
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Contact our Admissions team or talk to a current University of Surrey student online.
Terms and conditions
When you accept an offer to study at the University of Surrey, you are agreeing to follow our policies and procedures, student regulations, and terms and conditions.
We provide these terms and conditions at the offer stage, and again at registration. You will be asked to accept these terms and conditions when you accept the offer made to you.
View our generic registration terms and conditions (PDF) for the 2025/26 academic year, as a guide on what to expect.
Disclaimer
This online prospectus has been published in advance of the academic year to which it applies.
Whilst we have done everything possible to ensure this information is accurate, some changes may happen between publishing and the start of the course.
It is important to check this website for any updates before you apply for a course with us. Read our full disclaimer.