1 year full time
Starts September 2017

International Marketing

Develop your practical marketing and market research skills with an international perspective, essential in today's business world.

This is an intensive course designed to provide you with a profound understanding of marketing within its organisational and international context.

You have the opportunity to specialise in specific marketing fields and other related disciplines.

Studying the theoretical side of International Marketing at Sussex made me even more enthusiastic to put it into practice in a working environment.”Chloe Langer
International Marketing MSc
Marketing Co-ordinator at ViSalus

Key facts

  • Marketing at Sussex is ranked in the top 10 in the UK (The Complete University Guide 2018).
  • Our wide range of business Masters – from management, marketing and entrepreneurship to accounting and finance – are all taught by top academic researchers and experienced industry practitioners.
  • You'll be part of an international business school and benefit from our teaching, research and business partnerships.

How will I study?

You’ll study core modules and options in the autumn and spring terms. In the summer term, you carry out your research project.

Assessment is through a combination of:

  • coursework
  • unseen exams
  • essays
  • poster presentations
  • extended essays
  • a dissertation or research project.

What will I study?

  • Module list

    Core modules

    Core modules are taken by all students on the course. They give you a solid grounding in your chosen subject and prepare you to explore the topics that interest you most.

    • Buyer Behaviour

      15 credits
      Autumn Teaching, Year 1

      This module is intended to develop your  understanding of theories and concepts drawn from research in marketing psychology and how these shed light on consumers' motivations and behaviours. You will address the individual, situational, environmental, inter-personal and cultural (sub-cultural) factors that shape consumer behaviour. You will also examine buyer decision-making stages (processes) and the extent to which the afore-mentioned factors influence buyer decision-making and behaviours. Through a focus on contemporary issues in buyer behaviour, and the challenges these may pose marketing managers, the course enables you to apply conceptual and theoretical ideas in marketing psychology to develop marketing strategies aimed at building and maintaining strong customer franchise. The module will emphasise understanding of the array of inter- and intra-influences on consumers and to encourage you to reflect and critically evaluate your own behaviours as a consumer. In addition, the influences will be presented in both a cross-national and multi-cultural national context, in order to encourage you to consider, interpret and demonstrate practical applications of course taught theories within broader or more diverse (national and cultural) settings.

    • Global Marketing Management

      15 credits
      Autumn Teaching, Year 1

      In this module, you learn about the the impact of marketing and how it contributes to organisational performance in today's globally competitive markets.

      You focus on the theories, concepts, models, techniques and best practice for developing and implementing marketing in a globalised environment.

      You look at:

      • opportunities and threats emerging from a diverse demographic
      • competitive and cultural environments
      • the implementation of marketing decision-making tasks at three levels. This includes, the macro level where country selection decisions are made, national level where market entry decisions are made, and market level where marketing mix decisions are made.
    • International Marketing Communications

      15 credits
      Autumn Teaching, Year 1

      In highly competitive markets, companies must seek to differentiate their brands and to effectively communicate their value propositions to customers. Good communication is therefore a critical element in a company's efforts to build and maintain profitable customer relationships. This module aims to provide you with an understanding of the elements of the communication (promotional) mix, and to explain the use of major promotional tools, including advertising, public relations, publicity, sales promotion, direct marketing, and online and new-media marketing.

      You will examine the current theories and practices of integrated marketing communications, and more specifically, explore the role of brands and the importance of integrated marketing communications in achieving brand objectives. As such, this module ensures that you will understand the strategic perspective to brand building and how this facilitates the development of the brand 'essence'.

      Brand marketing communications strategies frequently cross geographic borders, and this module will equip you with analytical frameworks for developing marketing communications within both domestic and international/cross-cultural settings. You will be encouraged to consider different cultural interpretations of brand marketing communications/tools as well as the implications for marketing communications implementation in different socio-political and regulatory environments.

    • Marketing Research

      15 credits
      Autumn Teaching, Year 1

      Marketing managers need solid information about the marketplace and consumers in order to design effective marketing programmes, evaluate marketing actions and monitor or improve marketing performance. This module aims to provide you with a broad understanding of the role of marketing research and associated research methods in enabling marketers to generate better information. In addition, it will enable you to gain an appreciation of the components of the research process and requirements of successfully conducting marketing research, giving managers the right information in the right form to make better marketing decisions.

      Particular emphasis will be placed on helping you to develop appreciation of the practical applications of various research techniques and data-specific tools which can help marketers analyse, assess and solve practical marketing problems. You will not only gain knowledge of the scope of market research and the interlinkages among various components of the research process, but also learn to think more critically about the options open to marketers and researchers when applying these to practical marketing situations.

      Moreover, this module will examine special marketing research considerations in the context of today's dynamic and competitive domestic as well as international, markets. Where relevant, special issues facing some market researchers, namely public policy and ethics, will also be addressed.

    • Marketing Analytics and Metrics

      15 credits
      Spring Teaching, Year 1

      Learn how to analyse marketing data, looking at both qualitative and quantitative data.

      You explore how measuring success and monitoring analytics can improve the quality of marketing decisions. You learn to take a more evidence-based approach in marketing decisions, rather than relying on the preferences of decision-makers. 

      You explore: 

      • the fundamental analytical methods for answering marketing research questions
      • how to develop research questions, analyse data and draw inferences, with a view to making better marketing decisions
      • key descriptive and analytical methods, looking at a range of tools to analyse data within the context of marketing-related questions.


    Alongside your core modules, you can choose options to broaden your horizons and tailor your course to your interests.

    • Consumer Psychology and Neuromarketing

      15 credits
      Spring Teaching, Year 1

    • Digital Marketing

      15 credits
      Spring Teaching, Year 1

      This cutting-edge marketing module discusses how digital media technology has changed marketing and gives detailed strategies on how to embrace the online environment challenges.

      The main aim of this module is to provide you with a critical understanding of the key concepts, fundamentals and challenges of E-Marketing. We will explore the impact of the web on the traditional marketing mix of goods and services and examine the key ingredients of the online Micro and Macro environment. Moreover, E-marketing analyses online consumers’ behaviour and their response to social media strategies and new technologies used by companies.

      The impact of electronic technologies on marketing strategy, market segmentation, positioning, and communication strategies is also addressed. An emphasis is also placed on the utilisation of customer relationship marketing approaches within a dynamic online environment. Finally, online marketing strategy formulation and implementation within a changing technology environment is thoroughly described.

      By the end of the module, students are expected to develop and demonstrate knowledge and skills in the following areas:

      • the theoretical and practical importance of the E-marketing mix and its impact on marketing strategy
      • the online consumer behaviour and online decision-making process
      • various online marketing strategies for social media
      • strategic analysis of the online environment
      • online performance measurement.
    • Global Marketing

      15 credits
      Spring Teaching, Year 1

      Few companies these days could claim to be purely domestic. While the firm may confine its activities to the domestic market, the market itself is unlikely to be so restricted and may be served by firms headquartered in or operating from a number of other countries or regions. Knowledge of global issues is therefore of importance to all firms whether they are actively involved in marketing in foreign markets or have foreign competitors at home.

      This module represents an introduction to global marketing and aims to develop knowledge of the global environment. The increased scope, risk and complexity faced by the global marketer is due to the increased level of uncertainty from operating in diverse and less understood environments. Emphasis is placed on the identification of challenges presented by global marketing to equip you to deal with differences, opportunities and threats emerging from diverse economic, demographic, political/legal, cultural, technical and competitive environments.

      The impact of global issues is related during the module to the marketing decision-making task at three levels:

      • the macro level at which country selection decisions are made
      • national level at which market entry decisions are made
      • and market level where marketing mix decisions are made.
    • Managing Customer Experiences and Customer Relationships

      15 credits
      Spring Teaching, Year 1

      In this module, you learn how firms create memorable customer experiences or events to attract a consumer, and drive sales for their product or service.

      You study:

      • management of consumer experiences
      • customer behaviour in service settings
      • internal marketing and the role of employees
      • the management of customer relationships.

      You also examine the importance of service quality, complaint handling and service recovery.

    • New Product Development Strategy

      15 credits
      Spring Teaching, Year 1

      This course teaches you that without continuously developing new and improved products organisations will be left behind by the market. You will see why product development is a risky business and why many new products fail as well as discussing the main issues faced by firms at each stage of the development processe.

      Through lecturers, case studies and the use of practical exercise you will gain an understanding of effective innovation strategies, the tools and techniques firms employ to develop into new products and tactics to take them to market. Whilst not guaranteeing success, this course will help you minimise the chances of failure in your future product development activities.

      This course covers both the analytical and practical management aspects of the product/service design process. The course aims to relate the theoretical basis of the management of innovation with the practical application of design thinking in industry and commerce.

      It will be heavily centred on the service sector.

      Indicative content:

      • Product planning
      • The produce design process
      • Screening
      • Concept development & testing
      • Portfolio management
      • Managing NPD
      • Testing & market research
      • Commercialisation strategies 
      • Success factors for new products
      • Measuring innovation performance
    • The Business Context in East Asia

      15 credits
      Spring Teaching, Year 1

      The main aims of this module are to explore the international business environment in East Asia, to provide an overview of the various East Asian economies, their interrelationship, and their importance in the world economy, and to examine the lessons which may be drawn both from the economic success of the East Asian economies, and from the Asian financial crisis.

    • The Business Context in Emerging Economies

      15 credits
      Spring Teaching, Year 1

      Explore the international business environment and the emerging economies of China, Russia, Brazil and South East Asia.

      In this module, you look at the strategy and operation of firms in these economies and develop the skills to become managers, consultants or entrepreneurs in business. 

      You combine theory and practice, which will give you the skills for your future career. 

      You cover topics including: 

      • emerging economies
      • political and economic differences
      • theory and trends
      • managing cultural differences
      • non-market strategies
      • ethical issues and corporate social responsibilties.

Find out about studying business and management at Sussex, including finance, banking, logistics and entrepreneurship

Entry requirements

An upper second-class (2.1) undergraduate honours degree or above, or equivalent professional qualification.

English language requirements

Standard level (IELTS 6.5, with not less than 6.0 in each section)

Find out about other English language qualifications we accept.

English language support

Don’t have the English language level for your course? Find out more about our pre-sessional courses.

Additional information for international students

We welcome applications from all over the world. Find out about international qualifications suitable for our Masters courses.

Pre-Masters in Management and Finance

Need to boost your academic skills for your taught course? Find out more about our Pre-Masters in Management and Finance.

Visas and immigration

Find out how to apply for a student visa

Fees and scholarships

How much does it cost?


Home: £10,250 per year

EU: £10,250 per year

Channel Islands and Isle of Man: £10,250 per year

Overseas: £17,450 per year

Note that your fees may be subject to an increase on an annual basis.

How can I fund my course?

Postgraduate Masters loans

Borrow up to £10,280 to contribute to your postgraduate study.

Find out more about Postgraduate Masters Loans


Our aim is to ensure that every student who wants to study with us is able to despite financial barriers, so that we continue to attract talented and unique individuals.

Chancellor’s Masters Scholarship (2017)

Open to students with a 1st class from a UK university or excellent grades from an EU university and offered a F/T place on a Sussex Masters in 2017

Application deadline:

1 August 2017

Find out more about the Chancellor’s Masters Scholarship

Postgraduate Economics Scholarship for African students. (2017)

The scholarship is for a student from a sub-Saharan African country studying for either the Development Economics MSc or the Economics MSc

Application deadline:

1 July 2017

Find out more about the Postgraduate Economics Scholarship for African students.

SPRU 50th Anniversary Scholarship (2017)

Five £10,000 scholarships for outstanding applicants who have accepted a place on one of SPRU’s five MSc courses.

Application deadline:

1 July 2017

Find out more about the SPRU 50th Anniversary Scholarship

St. Kovachev Scholarship for International Marketing MSc (2017)

The scholarship is for a UK/EU student studying for the International Marketing MSc.

Application deadline:

1 July 2017

Find out more about the St. Kovachev Scholarship for International Marketing MSc

St. Kovachev Scholarship in Economics MSc or International Business Economics MSc (2017)

The scholarship is for a UK/EU student studying for the Economics MSc or International Business Economics MSc

Application deadline:

1 July 2017

Find out more about the St. Kovachev Scholarship in Economics MSc or International Business Economics MSc

Sussex Graduate Scholarship (2017)

Open to Sussex students who graduate with a first or upper second-class degree and offered a full-time place on a Sussex Masters course in 2017

Application deadline:

1 August 2017

Find out more about the Sussex Graduate Scholarship

Sussex India Scholarships (2017)

Sussex India Scholarships are worth £3,500 and are for overseas fee paying students from India commencing Masters study in September 2017.

Application deadline:

1 August 2017

Find out more about the Sussex India Scholarships

Sussex Malaysia Scholarships (2017)

Sussex Malaysia Scholarships are worth £3,500 and are for overseas fee paying students from Malaysia commencing Masters study in September 2017.

Application deadline:

1 August 2017

Find out more about the Sussex Malaysia Scholarships

Sussex MBA Scholarship (2017)

The Sussex MBA Scholarship is available on a competitive basis to UK, EU and international applicants who have been offered a place on The Sussex MBA.

Find out more about the Sussex MBA Scholarship

Sussex Nigeria Scholarships (2017)

Sussex Nigeria Scholarships are worth £3,500 or £5,000 and are for overseas fee paying students from Nigeria commencing a Masters in September 2017.

Application deadline:

1 August 2017

Find out more about the Sussex Nigeria Scholarships

Sussex Pakistan Scholarships (2017)

Sussex Pakistan Scholarships are worth £3,500 and are for overseas fee paying students from Pakistan commencing Masters study in September 2017.

Application deadline:

1 August 2017

Find out more about the Sussex Pakistan Scholarships

The Hornsey Scholarship (2017)

A £10,000 award for an outstanding student on the MSc in International Accounting and Corporate Governance.

Application deadline:

31 July 2017

Find out more about the The Hornsey Scholarship

How Masters scholarships make studying more affordable

Living costs

Find out typical living costs for studying at Sussex.


Meet the people teaching and supervising on your course.


Graduate destinations

95% of students from the Department of Business and Management were in work or further study six months after graduating. Our graduates have gone on to jobs including:

  • marketing manager, Constant Casting
  • designer, Parallel World Technology Company
  • media executive, Carat Media Services

(HESA EPI, Destinations of Post Graduate Leavers from Higher Education Survey 2015)

Your future career

This course is for you if you aim to work in:

  • advertising, brand and product management
  • digital marketing
  • international marketing
  • marketing research or consultancy
  • new business development
  • public relations
  • research (or wish to undertake doctoral study)
  • sales management.

Working while you study

Our Careers and Employability Centre can help you find part-time work while you study. Find out more about career development and part-time work

I learned the impact of cultural distances and how to work with different people. That pretty much prepared me for my current position and gave me a competitive advantage to outperform other prospects.”Kim Elisa Herrmann
International Marketing MSc