MSc Global Marketing Management modules

Marketing and managing on a global scale. Divide your studies between the UK and Hong Kong to gain a critical understanding of successful marketing across international territories.

This 12 month programme, jointly delivered by Sheffield University Management School and Hong Kong Baptist University, is designed for students from any disciplinary background seeking to develop a career in international marketing. It is approved by the Chartered Institute of Marketing (CIM).

Our MSc Global Marketing Management is taught full-time over two semesters (semester one in Sheffield, semester two in Hong Kong) followed by a project dissertation, through a combination of lectures, seminars, case studies and group work for collaborative learning. A blend of case studies and assignments will help to develop your applied marketing skills. Students are assessed through individual assignments, group projects, examinations and their dissertation.

Non-Hong Kong graduates of the programme can apply to stay and work in Hong Kong for 12 months after graduation.

You can read more about the semester in Hong Kong on the Hong Kong Baptist University website.

Global Marketing

  • Led by Dr Eva Kipnis
  • Autumn semester, 15 credits
  • Assessment: Group presentation, group assignment and individual essay

This module provides a general overview of key issues of global marketing. The module is specifically designed to prepare students for the challenge of working in an environment that sees an increased internationalisation. After completing this module, students will have a better understanding of the international market environment, which will provide them with relevant theories and practical examples needed to face challenges in international market. This module provides a general overview of key issues of global marketing. The module is specifically designed to prepare students for the challenge of working in an environment that sees an increased internationalisation. After completing this module, students will have a better understanding of the international market environment, which will provide them with relevant theories and practical examples needed to face challenges in international market

Marketing Communications

  • Led by Dr Hossein Olya
  • Autumn semester, 15 credits
  • Assessment: In-class essay and case study assignment

Marketing communications are the most visible elements of the marketing mix, offering consumers and stakeholders an immediate image of an organisation. In this module, we explore the role of marketing communications, how they developed, and their current uses and future trends, by looking at a combination of theoretical and practical approaches to the topic. Areas covered will include identification and comparison of the different communications; the role and evaluation of communications in different markets; and recent developments in integrated marketing communications. The broad aims of the module are to facilitate a critical view of marketing communications based upon an integrated perspective, and to provide the material for students to apply theoretical knowledge to practical situations.

International Consumer Behaviour

  • Led by Dr Lien Monkhouse
  • Autumn semester, 15 credits
  • Assessment: 6,000 word group coursework and individual essay

The consumer focus of marketing requires, among other things, that we should understand how and why consumers behave as they do. Thus, the subjects of marketing and consumer behaviour are intimately related. This unit aims to introduce students to the principles and concepts of consumer behaviour. It also investigates the issues that arise when considering consumer behaviour in the international / cross-cultural context and their implications for marketing strategy

Contemporary Marketing Practice

  • Led by Dr Ranis Cheng
  • Autumn semester, 15 credits
  • Assessment: Group portfolio and individual coursework

This unit aims to equip students with the knowledge to apply various marketing theories in different business contexts, and to critically evaluate the contemporary issues which impact on the practices of marketing

Marketing Management

  • Led by Dr Jerzy Kociatkiewicz
  • Autumn semester, 15 credits
  • Assessment: 3,000 word assignment, group presentation and group report

This module aims to introduce the discipline of marketing. This unit covers the theory and practice of marketing in organisations - which functions embrace developing, planning and coordinating marketing decisions to achieve marketing goals and objectives and build competitive advantage. It aims to provide students with depth of understanding of marketing planning, strategy development and marketing auditing using tools and techniques for developing strategic direction, implementation of marketing decisions including marketing communications, pricing, distribution, product and distribution decisions, segmentation, targeting and positioning decisions and buyer behaviour decisions.

International Marketing Research

  • Led by Professor Kimmy Chan
  • Spring semester, 15 credits
  • Assessment: Individual assignment

This module provides an overview of international marketing research. Specifically, the course is designed to equip students with the skills for marketing research in the global market context. By the end of the course students will have acquired sophisticated research techniques which are required for their dissertation, including the development of research questions and research plan, selection of appropriate data collection methods, fieldwork supervision, data analysis techniques, and communicating (reporting) results.

International Services Marketing Management

  • Led by Professor Noel Siu and Dr Henry Fock
  • Spring semester, 15 credits
  • Assessment: Examination and group assignment

This module addresses the importance of the services industry in the international environment, and the distinctive characteristics of services. Students develop an understanding of key challenges and issues in relation to international services marketing and how they can be managed. Students will be better equipped to master the relevant knowledge and to formulate strategies to solve business problems in an international context.

Socially Responsible Marketing in an International Context

  • Led by Dr Shirley Cheng
  • Spring semester, 15 credits
  • Assessment: Examination and group assignment

Marketing does not operate in a vacuum and as such it impinges on all sectors of society. Global marketing activities are often lambasted for being reckless and socially irresponsible - misleading advertising, cultural inappropriateness, tax evasion, dumping, physically dangerous or tainted products are just some examples of marketing activities that are, by some, considered to be a reasonable means of making money. By taking a critical reflection on the nature of marketing practice, the module explores the interrelated areas of corporate social responsibility, marketing ethics and social marketing. The effect of global marketing activities on a broad range of societal constituencies is considered, and how these marketing activities can be used in a positive way to generate advancement and well-being for the global society. The role of social responsibility in the marketing process is also considered in terms of the roles and responsibilities of consumers, manufacturers, and governments.

Strategic Marketing

  • Led by Dr Tracy Zhang
  • Spring semester,15 credits
  • Assessment: Individual and group assignment

This module provides students with the knowledge and experience of planning and executing marketing strategies. It is specifically designed to prepare students for the challenges in global markets. It balances theories and practices and aims to equip students with critical thinking and problem solving abilities for the challenges of international markets.

Dissertation

  • Summer semester, 45 credits

The dissertation is the culmination of your master’s study and recognition of your capability to conduct a research project independently. Students can apply to undertake an organisation based dissertation project. Working with an organisation, students can structure their project around a real business issue of challenge set by the host organisation. A student project will develop your employability skills, enhance your CV and give you the chance to use your insight to help an organisation develop.

Dissertations may be completed in either Sheffield or Hong Kong.

The content of our courses is reviewed annually to make sure it is up-to-date and relevant. Individual modules are occasionally updated or withdrawn. This is in response to discoveries through our world-leading research, funding changes, professional accreditation requirements, student or employer feedback, outcomes of reviews, and variations in staff or student numbers. In the event of any change we'll consult and inform students in good time and take reasonable steps to minimise disruption.

Information last updated: 29 November 2019


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