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.

Key facts

Study mode: Full time
Duration: 12 months
Next start date: September 2019


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 in 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.

Details on when and how to apply for visas and accommodation and for information on teaching and access to careers support see our student timeline and visa application notes.

After the programme has finished, graduates are able to stay in Hong Kong for one year to find a full-time job under the IANG scheme. Those who choose to work and stay in Hong Kong for seven consecutive years are able to apply for permanent residence – for more information click here (Q11).


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 marketThis 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 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.

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 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

International Services Marketing Management

Led by Dr 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.

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.

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.

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.


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 example course structure listed above may be subject to change in future years. The content and assessment methods on our courses are reviewed annually to make sure they're 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.

Careers and employability

At Sheffield University Management School, we are committed to focusing on employability and our postgraduate students’ future career prospects. We have two specialist careers advisors in the School, dedicated to providing full-time career support throughout your programme.

You will have many opportunities during your course to engage in personal and professional development. Our programmes are designed to enable you to acquire the transferable skills essential for employment: communication, organisation, the ability to deal with complex issues creatively and systematically; and the conceptual understanding required to evaluate current scholarship and research techniques.

Hong Kong Baptist University reports that 84% of its graduates are in paid employement within three months of graduation.


CIM Sheffield MarketingThe Chartered Institute of Marketing (CIM) is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners. The University of Sheffield has joined forces with CIM to give students the opportunity to gain professional qualifications through CIM Graduate Gateway. CIM qualifications are highly sought after by employers, and map alongside our own degrees which ensures we are equipping students with the best opportunities for a successful marketing career.

The CIM accredits students who undertake the UK-based dissertation on the MSc Global Marketing Management.

Click here to find out more about our programme accreditations and exemptions.

Fees, funding and accommodation


Tuition fees for 2019-20 are:

Tuition Fee

UK/EU students: GBP6,875 (UK Semester) and HK$122,000 (Hong Kong Semester)
International students: GBP11,800 (UK Semester) and HK$122,000 (Hong Kong Semester)

You may incur fees for late registration, re-examination and re-submission. Click here to find out more.


Graduates (associate degree or above) of Hong Kong Baptist University, HKBU-SCE and UIC are entitled to a Life-Long Learning Award of HK$ 10,000 if they are being admitted to this programme. This award will be issued by the HKBU Department of Marketing in semester two.

There are a number of scholarships which students may be eligible for, visit the following links for more information:
Sheffield University Management School Scholarships
University of Sheffield Scholarships
International Student Scholarships
For more information about fees and funding your studies, click here.


Global Exposure Award 

Applicants can apply to receive a Global Exposure Award scholarship of HK $40,000. This award is exclusive to the Global Marketing Management programme and there will be five awardees per year. 

Applicants will be assessed on their global exposure, which could include multicultural experience, international education and/or work experience, as well as participation in prominent international organisations or events. The award also aims to promote global diversity within the class.

Find out more and apply 




You can appy to can apply to live in City accommodation located at Allen Court from September - December. Allen Court is home to 1,000 students living in the city and close to the university.

For more information:

Download Allen Court accommodation guide

Hong Kong

Research from Hong Kong Baptist University suggests that students sharing a spacious flat within commuting distance of Central will pay between HKD4000-6500 (GBP400-650) per month.

How to apply

Entry requirements

Our students are experienced and highly educated in their diverse range of disciplines, but want to build on their expertise and develop a critical appreciation of international management and marketing.

You will have a 2:1 honours degree (or equivalent), or an approved professional qualification. For overseas students, Sheffield University Management School’s standard English requirement is IELTS 6.5 (with no less than 6 in each part). For detailed information on our English language requirements, click here.

Apply now

Staged admissions process

Applications to this course are assessed using our staged admissions process.

Stage For applications received by We aim to return decisions by
1 15 January 2019 15 February 2019
2 28 February 2019 31 March 2019
3 14 May 2019 15 June 2019
4 21 July 2019 15 August 2019

You can find information about the process on our staged admissions web page: 

Staged admissions for postgraduate applications 

Pathway Programmes

Our International College provides international students with pathway programmes for progression to degree study at the University.


Global Marketing Management WeChatIf you have any enquiries about your suitability, please contact our Postgraduate Admissions Team (9am-5pm GMT):
Telephone: +44 (0)114 222 3349

Alternatively, you can contact:

Dr Ranis Cheng, Programme Director
Phone: +44 (0)114 222 3256

Mrs Karen Hector, Programme Manager
Phone: +44 (0)114 222 3379

If you'd like to discuss the programme in Cantonese or Mandarin, contact colleagues at Hong Kong Baptist University on WeChat (HKT - Hong Kong Time, UTC/GMT +8 hours).