MSc Global Marketing

University of Roehampton

This module will equip you with the knowledge and critical techniques in order to conduct research in business and management. We will address the different kinds of research, especially scholarly, academic output and applied consultancy output, whilst the module's practical emphasis is upon facilitating research methods for empirical research in the programme's capstone project.

This module enables marketing students to critically evaluate the purpose and design of digital marketing strategies and develop skills which will enable you to contribute to create digital marketing projects in your future career. You will examine the impact of digital marketing tools, techniques and concepts upon traditional marketing practice and reflect upon how digital marketing is applied in a rapidly changing external environment.

This module provides you with a critical understanding of the sources and uses of finance for organisations operating in a domestic or international context and focuses on the management of financial and other resources to optimise organisational performance. You will explore the use of accounting, budgetary and other information systems in managerial planning, decision-making and control. You will learn to apply appropriate analytical tools and techniques, such as the balanced scorecard, key performance indicators, cost-volume-profit analysis and budget variance analysis.

The module examines the theory and practice of global brand management. It develops your critical understanding of the nature and meaning of brands, as well as the different perspectives in brand management. The module also provides you with the fundamental tools to build and manage a brand successfully, considers different types of decisions involved in managing brands, and discusses challenges and opportunities in a globalised, technology-intensive society. To do so, the module draws from real-world brands, discusses exemplar case studies from a range of countries and industries, and offers field trips.

This module provides you with a critical and clear understanding of Corporate Strategy and Corporate Social Responsibility in international business context. You will learn how to apply the essential concepts and tools of strategy that are used by managers in multinational firms and global organisations. In a global, fast pace world that is rapidly changing, systematic strategic contexts analysis, data-driven decision-making and systematic business development are crucial for companies and professionals to succeed. The module will demonstrate how sustainability practices and concepts influence international business policy, stakeholder relationships and strategy design & process. It will provide you with a number of essential frameworks all suited to guide you as a future manager when analysing the main factors relevant to the strategy-making process, and with reference to real world case studies and leading corporations' insight. You will also learn about the importance of non-market aspects in strategic management that impinge on organisational success.

In order to thrive in an increasing competitive and global environment an organization must pay attention to its continual effectiveness and development. An underlying feature of the successful organization is its ability to adapt to change. Change can be driven by a number of different forces, including customers, markets and technology. Yet research shows that most change initiatives fail to accomplish their intended outcomes and may even limit the potential of an organization and its people. The consequences of not managing change effectively can be devastating and long lasting, so it's important that managers ensure they have the skills, knowledge and credibility within their organization to be champions of change. Managers have a clear role and responsibility to ensure that issues like employee voice, individual and cultural differences as well as skills development are appropriately and effectively addressed as part of change management.

This module provides you with an in-depth, critical understanding of how international companies design and implement marketing strategies to create customer value and competitive advantage in the context of increasingly sophisticated and demanding consumers, the digital revolution and globalisation. There will be a particular focus on product innovation and services marketing. This is an enabling module that through a combination of lectures, seminar activities, group work and group discussions will encourage you to apply key marketing concepts and techniques including market orientation, segmentation, targeting and positioning and the marketing mix to real-life situations of international companies operating in the global arena and to put forward and test your own individual, innovative, strategic marketing solutions.

The Consultancy Project module gives you the opportunity to apply the knowledge, analytical, and conceptual tools, as well as the personal skills gained from the taught courses to an in-depth study of a specific organizational issue or problem in the fields of global financial management, marketing management, business management, and human resource management. It consolidates the learning that has already taken place, and develops your capability to undertake and complete an individual project and address a given problem. This module may be taken with or without a business internship, so long as there is an identified business client.

The dissertation module gives you the opportunity to apply the knowledge, analytical, and conceptual tools, as well as the personal skills gained from the taught courses to an in-depth study of a specific issue or problem in the fields of global financial management, marketing management, business management, and human resource management. It consolidates the learning that has already taken place and develops your capability to undertake and complete a research project. It can thus be seen as the culmination of the entire postgraduate programme.

This programme is for students who hold an Honours degree in a non- business and management discipline and wish to gain some business knowledge and skills before they join their chosen postgraduate programme. The Pre-Induction programme is not compulsory and not assessed. If you hold an offer for a place on one of the Roehampton Business Schools Postgraduate programmes but do not have a business and management background knowledge, you are strongly encouraged to follow the Pre-Induction programme. This is an online programme, which will provide you with a broad understanding and knowledge of business and management. It is the ideal pathway to help you integrate with other students who have studied business and management before and it will ensure that you hit the ground running at the start of your chosen postgraduate programme.

The Professional Development Programme is an additional co-curricular non-credit bearing module. It is designed specifically to enhance your professional skills and build your confidence using advanced presentation skills, critical writing and research skills. During the course of the module, you will get the opportunity to practice your negotiation skills, enhance the credibility of your arguments and ensure academic integrity.