International Marketing MBA

Overview

Course facts

  • Name: International Marketing
  • Qualification: MBA
  • Duration: MBA: 1 year full-time; Diploma: 30 weeks full-time. This programme offers both January and September start.

CMI LogoThis programme is accredited by the Chartered Management Institute (CMI). From September 2017, students of this programme will graduate with the dual award of a Bangor University Masters and a Level 7 CMI qualification in Strategic Management and Leadership.

This degree is designed for graduates wishing to start, or further develop, careers in marketing. It explores the principles, theoretical concepts and practice of marketing within the context of business and management and will focus on developing academic and applied skills in Marketing including advertising, brand management and loyalty, customer service, public relations and market research. 

An important objective is to provide relevant analytical training in the latest strategic, managerial and industrial developments in Marketing both the public and private sectors. We look at marketing at local, national and global levels developing skills in strategic analysis, problem-solving and decision making.

The programme will prepare students for a career in marketing and will involve a 60 credit International Marketing Project. The Bangor Business School has a Chartered Institute of Marketing student chapter which enables our students to become involved in real life issues and enjoy hands-on experience of Marketing.

CIM Logp

Graduates of this degree will be eligible for exemptions from some modules of the Chartered Institute of Marketing’s professional qualifications. For further information, please visit the CIM website.

Course Structure

January intake: Taught modules are undertaken in the period of January to June and September to January and will involve the study of 120 credits. The International Marketing Project (or equivalent) is valued at 60 credits and is undertaken during the period of June to September.

September intake: Taught modules are undertaken in the period of September to June and will involve the study of 120 credits. The International Marketing Project (or equivalent) is valued at 60 credits and is undertaken during the period of June to September.

Course content is for guidance purposes only and may be subject to change.

Course Content

The 60 credit International Marketing Project module introduces you to research in action. Students will be provided with a research brief (by an academic member of staff) and must work individually or in a team to design and collect data to answer the aim and objectives given in the research brief. The module will allow students to put into practice skills and insight that they have gain in the taught element of the programme to help solve a “real world” marketing problem. Students will be required to conduct both secondary and primary research across a minimum of two countries. On completion of the module students will have gained practical experience in undertaking research, bridged the theory - practice gap and in effective written communication.

As an alternative to the International Marketing Project module, students may choose to engage with a set of broader business related topics through the 60 credit Applied Business Projects module. Students taking this alternative module will choose four projects from a list which currently includes the following titles:

1. e-Business and Value Chain
2. Human Resource Management
3. International Business
4. Investment and Private Banking
5. Operations Management
6. Business Planning

Core module:

International Marketing: The globalization of companies is the involvement of customers, producers, suppliers, retailers and other stakeholders in the global marketing process. International marketing reflects the trend of companies selling products and services across national boundaries. This module provides an overview of contemporary international marketing issues and trends as well as the international marketing planning process. On completion, students will be conversant with the theories, instruments, realities, debates and recent developments in the field, and be capable of researching, devising and applying solutions to key decisions regarding international market entry strategies and the development and management of global brands

Compulsory modules: 

Consumer Behaviour in a Global & Digital World: This module will introduce students to the main theories which purport to explain consumer behaviour from the perspective of gaining an understanding of the consumer as an individual as well as how consumers are influenced by their cultural environment. Given that the internet has become an essential part of modern day life this module will provide students with an understanding of how consumer behaviour is impacted as a result of changes in the way goods and services are marketed and sold online. This module also examines the critical issues and trends whereby the internet has changed consumer behaviour spanning across traditional/geographic boundaries.

Global Brand Management: Building a high value brand is at the heart of successful companies.  This module will teach students the foundations of what is a brand, what a brand can and cannot offer, the factors that are important in building and maintaining a positive brand image as well as building brand equity and finally how to develop a brand from a national brand into a global brand.  The module will study different brand categories including for example manufacturer/private-label brands and luxury brands.  Further, the meaning of brands for consumers will be studied.  A number of case studies will be used to learn from real life examples of how brands become global and successful.

International Marketing Communication: This module examines the processes by which integrated marketing communications (IMC) programs are planned, developed and executed. The module further examines the environment in which international advertising and promotion take place and the various regulatory, social and economic factors that affect an organisation’s integrated marketing communications program. Individual communication vehicles included in an Integrated Marketing Communication plan are explored.

Management Research: This module analyses the philosophical basis for research in the management sciences, and examines a number of key methodological issues and approaches. Research designs for both quantitative and qualitative research methodologies are developed, including interviews, case studies, focus groups, surveys and experiments.

Marketing Analysis: This module introduces students to key concepts and techniques used in researching markets and marketing (e.g., brand positioning, segmentation, new product development). This is a key module within marketing, since it provides a critical input to the planning and development of a company's marketing strategy. This module uses a problem-oriented approach to learning and the structure of the lectures and computer-based workshops aims to provide a theoretical and practical understanding of marketing research issues.

Marketing Strategy: This module critically evaluates the contributions of various schools of thought in marketing, and examines the relevant analytical models and management practices, with emphasis on the strategic importance of marketing to all organisations.

Optional modules (choose 1):

Your optional modules must include ONE of the following (not both):

International Strategic Management: This module analyses strategic decision-making within business. You will develop a critical understanding of the strategic processes of business management, the interconnections with the functional domains of marketing, human resource management and corporate finance, and the management of knowledge systems.

Organisations and People: This module examines key issues arising from contemporary research in organisational behaviour (OB) and human resource management (HRM). It provides an integrated analysis of management, organisations and people, developing the conceptual, strategic and practical skills necessary for managers in complex, global organisational contexts.

Modules for the current academic year

Module listings are for guide purposes only and are subject to change. Find out what our students are currently studying on the International Marketing Modules page.

Entry Requirements

Entry to the MBA/Diploma in International Marketing programme requires a 2(ii) undergraduate degree in a relevant subject, e.g. Business, Management, Finance from a university, or a similar qualification from any other institution. Alternatively, possession of a suitable professional qualification and relevant practical experience may also be accepted. In general, however, applicants are judged on their individual merits and age, work experience and other factors are also considered. For MBA degrees, whilst work experience is desirable, it is not essential.

If your native language is not English, you must provide satisfactory evidence that you have an adequate knowledge and understanding of written and spoken English.

  • IELTS: 6.0 (with no element below 5.5)
  • Pearson PTE: a score of 56 (with no element lower than 51)
  • Cambridge English Test – Advanced: 169 (with no element lower than 162)

It may be necessary for applicants falling short of this minimum standard to attend an intensive English Language course before registering for the academic programme. Such a course is available at Bangor, and full details and an application form may be obtained here.

International Students

For information and further detailed guidance on entry requirements for International Students, including the minimum English Language entry requirement, please visit the Entry Requirements by Country pages on the International Education Centre section of our website.

Ask the IEC for assistance...

If you want advice or a general chat about what’s available contact the International Education Centre on +44 (0) 1248 382028 or email international@bangor.ac.uk

Apply

How to Apply

Home/EU students

Home/EU students: apply online yourself with the help of our Guidance Notes on online application for Home/EU students. We strongly recommend you read these before you start to apply online.

Apply online

Once you have read the Guidance Notes you should apply using our Online Application form.

Need help applying? Home/EU students please contact:

Postgraduate Admissions: postgraduate@bangor.ac.uk or write to:

Admissions Office
Bangor University
Gwynedd
LL57 2TF

Telephone: +44 (0)1248 383717.

International students

  • Agents: if you are an agent applying on behalf of the student, then you can Apply here.  For further guidance click here

Need help applying? International students please contact:

International Education Office: international@bangor.ac.uk or write to

International Education Centre
Bangor University
Gwynedd
LL57 2DG

Telephone: +44 (0) 1248 382028

When to apply

The University will accept applications throughout the year, but we would generally advise that you send in your application form by the end of June (for September intake) or the end of October (for January intake) to ensure that you have time to make any funding and/or accommodation arrangements, and for documents such as transcripts and references to be obtained if not submitted with the application. This will also give you more time to meet any conditions we may potentially attach to an offer.

Further information

Next steps