MSc International Marketing (With Internship)

London South Bank University

This module explores how the brand is created and formed, how it is managed for longevity and sustainability and how it provides resources and profits for companies. The international aspects of brand management are reviewed in terms of controlling and monitoring as well as cross cultural acceptance from the consumer/customer body. The module examines a broad range of theory taken from product management, service management and brand strategy.

This capstone, independent research project draws upon the students? skills and knowledge gained thus far enabling application of learning to a scenario resulting in added value to an organisation and creating real world impact. This student driven project must address a current issue or opportunity in an organisational or industrial context. Projects can relate to a student?s current role or internship or students can use this opportunity to deepen their knowledge of different sectors or organisations thus make connections utilising the project as a vehicle to impress future employers creating a possible stepping stone to their next job. Alternatively, they may wish to investigate possible entrepreneurial opportunities.

This module develops knowledge of entrepreneurial mindsets and management consultancy skills. It will present principles of company inception and consulting derived from contemporary practices for creating and diagnosing organisations, evaluating options, and effectively communicating recommendations. The students will examine the companies from two perspectives: entrepreneur and consultancy, and assess the business in various global and transnational contexts. Students will use a variety of frameworks to structure their evaluations of companies, apply techniques to perform research, and demonstrate an ability to present results effectively and professionally.

In an increasingly interconnected global business environment it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance. As marketers enter new international markets, an understanding of how culture influences consumer buyer behaviour will be crucial for both managers and consumer researchers. This module will examine how culture impacts on the consumer and buyer decision-making process; practices to enable a greater understanding of how culture can influence marketing strategy in the globalised environment.

International business managers must be able to speak the language of finance, at least to the extent that they can use financial information to inform their own decisions and to formulate strategy. This module seeks to provide a solid grounding in the disciplines of International pricing, finance and performance through a flexible framework of reference points and analytical tools to enable marketing managers to work with other functional specialists. Students begin by developing basic numeracy skills for financial analysis, working through a variety of cases designed to make familiar the terminologies, measures and calculations of financial reporting, progressing to pricing calculations that extend this knowledge from the domestic to the international arena.

The MSc International Marketing (with internship) course offers you the opportunity to take on an internship relevant to your programme of study as part of the ?sandwich? degree. The internship will give you the opportunity to reflect on how the principles of your discipline can be applied in the workplace, enhancing your understanding of the multi-functional requirements of business in the real world. Through participation in this module, students can earn up to 12 months of valuable work experience while pursuing a Master's degree. The student is responsible for securing a job placement. However, our Employability Team will provide you with extensive support both during the process of finding an internship and during your time in that internship. As part of your assessment, you will write a business report on this experience upon internship completion. Please note you must pass all your core modules (except Capstone Business Project) in order to be eligible for the placement. If you are unable to find a suitable placement, you can revert to the MSc International Marketing programme.

The module attempts to develop the skills and knowledge required to complete a capstone project where the emphasis of the research is on improving aspects of business processes and business practice. Here, students will identify potential Capstone Project topics and a research problem. They will then map a suitable research question(s) and edit and refine these to express clear research questions and objectives. They will then support their research questions by using relevant literature and theoretical concepts while focusing on the nature, approaches, methods, tools, and research techniques within relevant disciplines from the business environment. Thus, the module is practically oriented towards the completion of a research proposal that will form the basis of the final practice-based project module.

This module builds a critical understanding of the key drivers of internationalisation, and of foreign market selection and entry as the two strategic dimensions of growth. It increases the depth of knowledge and understanding of marketing principles by introducing the concept of marketing science. It explores the synergies available to leverage brand growth between international market selection and foreign market entry, using the analysis of current business case studies.