International Marketing MSc

Key information

Duration:
1 year full time
Start date:
September 2018
Apply by:
1 August (International), 1 September (UK/EU)

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.

Why choose this course?

  • 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.

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

Entry requirements

Degree requirements

You should normally have an upper second-class (2.1) undergraduate honours degree or above.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please select your country from the list.

Argentina

Degree requirements

Licenciado/Titulo with a final mark of 7.5-8.5 depending on your university. 

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Australia

Degree requirements

Bachelors degree with second-class upper division.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Azerbaijan

Degree requirements

Magistr or Specialist Diploma with a minimum average mark of at least 4 or 81%

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Bahrain

Degree requirements

Bachelors degree with CGPA 3.0/4.0 (Grade B).

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Bangladesh

Degree requirements

Masters degree with CGPA of at least 3.0/4.0.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Brazil

Degree requirements

Bacharel, Licenciado or professional title with a final mark of at least 7.5 or 8 depending on your university.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Brunei

Degree requirements

Bachelors (Honours) degree with GPA 4.0/5.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Canada

Degree requirements

Bachelors degree with CGPA 3.3/4.0 (grade B+).

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Chile

Degree requirements

Licenciado with a final mark of 5-5.5/7 depending on your university.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

China

Degree requirements

Bachelors degree from a leading university with overall mark of 75%-85% depending on your university.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Colombia

Degree requirements

Licenciado with ‘Acreditacion de alta calidad' and a GPA of 3.5.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Cyprus

Degree requirements

Bachelors degree or Ptychion with a final mark of at least 7.5.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Ecuador

Degree requirements

Licenciado with a final mark of at least 17/20.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Egypt

Degree requirements

Bachelors degree from a university with an overall grade of 75%

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

France

Degree requirements

Licence with mention bien or Maîtrise with final mark of at least 13.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Germany

Degree requirements

Bachelors degree or Magister Artium with a final mark of 2.4 or better.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Ghana

Degree requirements

Bachelors degree from a public university with second-class upper division.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Greece

Degree requirements

Ptychion from an AEI with a final mark of at least 7.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Hong Kong

Degree requirements

Bachelors (Honours) degree with second-class upper division.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

India

Degree requirements

Bachelors degree from a leading institution with overall mark of 55-70% depending on your university.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Indonesia

Degree requirements

Bachelors degree with GPA 3.5/4.0.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Iran

Degree requirements

Bachelors degree (Licence or Karshenasi) with a final mark of at least 15.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Italy

Degree requirements

Diploma di Laurea with an overall mark of at least 105.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Japan

Degree requirements

Bachelors degree with a minimum C/GPA of at least 3.0/4.0 or equivalent.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Jordan

Degree requirements

Bachelors degree with CGPA of at least 3.0/4.0.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Kazakhstan

Degree requirements

Bachelors degree with an overall mark of 4 or better (on a scale of 1-5)/GPA 3,33.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Kenya

Degree requirements

Bachelors (Honours) degree with second-class upper division.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Kuwait

Degree requirements

Bachelors degree with CGPA of at least 3.0/4.0 or B+

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Lebanon

Degree requirements

Bachelors degree with CGPA 3.5/4.0 or 14/20.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Malawi

Degree requirements

Masters degree, depending on your university.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Malaysia

Degree requirements

Bachelors degree with CGPA of at least 3.3/4.0 or B+

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Mexico

Degree requirements

Licenciado with a final mark of at least 8.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Nepal

Degree requirements

Masters degree with overall mark of 80%

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Nigeria

Degree requirements

Bachelors degree with second-class upper division or CGPA of at least 3.5/5.0.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Norway

Degree requirements

Bachelors degree with an overall grade of B.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Oman

Degree requirements

Bachelors degree with CGPA of at least 3.3/4.0.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Pakistan

Degree requirements

Four-year bachelors degree with overall grade of 65% or Masters with 60%

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Palestine

Degree requirements

Bachelors degree with GPA of at least 3.5/4.0 or B+

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Paraguay

Degree requirements

Bachelors with a final mark of at least 7.5/10.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Peru

Degree requirements

Licenciado with a final mark of 14/20 depending on your university.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Philippines

Degree requirements

Masters degree with 'very good' overall, or equivalent depending on your university.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Qatar

Degree requirements

Bachelors degree with an overall CPGA of at least 3 (on a scale of 4).

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Russia

Degree requirements

Magistr or Specialist Diploma with a minimum average mark of at least 4.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Saudi Arabia

Degree requirements

Bachelors degree with a CGPA 3.5/5.0 or 3/4.0.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Singapore

Degree requirements

Bachelors (Honours) degree with second-class upper division or CAP 4.0.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

South Africa

Degree requirements

Bachelors (honours) degree with second-class division 1.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

South Korea

Degree requirements

Bachelors degree from a leading university with CGPA of at least 3.5/4.0 or B+

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Spain

Degree requirements

Licenciado with a final mark of at least 2/4.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Sri Lanka

Degree requirements

Bachelors Special degree with upper second honours.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Switzerland

Degree requirements

Licence or Diplôme with 5/6 or 8/10.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Taiwan

Degree requirements

Bachelors degree with overall mark of 70%-85% depending on your university.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Thailand

Degree requirements

Bachelors degree with CGPA of at least 3.0/4.0 or equivalent.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Turkey

Degree requirements

Lisans Diplomasi with CGPA of at least 3.0/4.0 or equivalent depending on your university.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

United Arab Emirates

Degree requirements

Bachelors degree with CGPA of at least 3.0/4.0 or equivalent.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

USA

Degree requirements

Bachelors degree with CGPA 3.3-3.5/4.0 depending on your university.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Vietnam

Degree requirements

Bachelors degree (with a Graduate Thesis/research component) with CGPA of at least 3.3/4.0 or 7.5/10.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Zambia

Degree requirements

Masters degree with GPA of 2.0/2.5 or equivalent.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

Zimbabwe

Degree requirements

Bachelors (Honours) degree with second-class upper division.

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

Please note

Our entry requirements are guidelines and we assess all applications on a case-by-case basis.

My country is not listed

If your country is not listed, you need to contact us and find out the qualification level you should have for this course. Contact us at pg.enquiries@sussex.ac.uk

Subject-specific requirements

Your qualification can be in any subject. You may also be considered for the course if you have other professional qualifications or experience of equivalent standing.

English language requirements

IELTS (Academic)

Standard level (6.5 overall, including at least 6.0 in each component).

Check your IELTS qualification meets all of our entry requirements and find out more about IELTS

Alternative English language qualifications

Proficiency tests

Cambridge Advanced Certificate in English (CAE)

For tests taken before January 2015: grade B or above.

For tests taken after January 2015: 176 overall, including at least 169 in each skill

We would normally expect the CAE test to have been taken within two years before the start of your course.

You cannot combine scores from more than one sitting of the test. Find out more about Cambridge English: Advanced

Cambridge Certificate of Proficiency in English (CPE)

For tests taken before January 2015: grade C or above.

For tests taken after January 2015: 176 overall, including at least 169 in each skill.

We would normally expect the CPE test to have been taken within two years before the start of your course.

You cannot combine scores from more than one sitting of the test. Find out more about Cambridge English: Proficiency

Pearson (PTE Academic)

62 overall, including at least 56 in all four skills.

PTE (Academic) scores are valid for two years from the test date. Your score must be valid when you begin your Sussex course. You cannot combine scores from more than one sitting of the test. Find out more about Pearson (PTE Academic)

TOEFL (iBT)

88 overall, including at least 20 in Listening, 19 in Reading, 21 in Speaking, 23 in Writing.

TOEFL (iBT) scores are valid for two years from the test date. Your score must be valid when you begin your Sussex course. You cannot combine scores from more than one sitting of the test. Find out more about TOEFL (iBT)

The TOEFL Institution Code for the University of Sussex is 9166.

English language qualifications

AS/A-level (GCE)

Grade C or above in English Language.

Hong Kong Advanced Level Examination (HKALE)/ AS or A Level: grade C or above in Use of English.

French Baccalaureat

A score of 12 or above in English.

GCE O-level

Grade C or above in English.

Brunei/Cambridge GCE O-level in English: grades 1-6.

Singapore/Cambridge GCE O-level in English: grades 1-6.

GCSE or IGCSE

Grade C or above in English as a First Language.

Grade B or above in English as a Second Language.

German Abitur

A score of 12 or above in English.

Ghana Senior Secondary School Certificate

If awarded before 1993: grades 1-6 in English language.

If awarded between 1993 and 2005: grades A-D in English language.

Hong Kong Diploma of Secondary Education (HKDSE)

 Level 4, including at least 3 in each component in English Language.

Indian School Certificate (Standard XII)

The Indian School Certificate is accepted at the grades below when awarded by the following examination boards:

Central Board of Secondary Education (CBSE) – English Core only: 70%

Council for Indian School Certificate Examinations (CISCE) - English: 70% 

International Baccalaureate Diploma (IB)

English A or English B at grade 5 or above.

Irish Leaving Certificate

Grade C (Honours) or above in English.

Malaysian Certificate of Education (SPM) 119/GCE O-level

If taken before the end of 2008: grades 1-5 in English Language.

If taken from 2009 onwards: grade C or above in English Language.

The qualification must be jointly awarded by the University of Cambridge Local Examinations Syndicate (UCLES).

West African Senior School Certificate

Grades 1-6 in English language when awarded by the West African Examinations Council (WAEC) or the National Examinations Council (NECO).

English language support

If you don’t meet the English language requirements for your degree, you may be able to take a pre-sessional course.

Visas and immigration

Find out how to apply for a student visa

Admissions information for applicants

How to apply

You apply to Sussex using our postgraduate application system

Personal statementYes

A personal statement is a piece of writing that you submit as part of your application. It should show us that you are the right person for Sussex by telling us why you want to study your course. 

Find out how to write a personal statement

If your qualifications aren’t listed or you have a question about entry requirements, email pg.enquiries@sussex.ac.uk

Pre-Masters

Need to boost your academic skills for your taught course? Find out about Pre-Masters routes

Application deadlines

1 August (International), 1 September (UK/EU)

Course details

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.

Modules

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.

Options

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

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

Our experts

Dr Achilleas Boukis

Dr Achilleas Boukis

Lecturer In Marketing

Research interests

Consumer branding, Innovation Management, internal branding, Service Encounter, Services Marketing

View Achilleas Boukis's profile

Dr Norifumi Kawai

Dr Norifumi Kawai

Senior Lecturer in International Business

Research interests

corporate social responsibility, expatriate management, global strategy, managerial economics, strategic human resource management

View Norifumi Kawai's profile

Dr Marv Khammash

Dr Marv Khammash

Lecturer in Marketing

Research interests

consumer activism, Consumer behaviour, Consumer health, Consumer studies, digital identities, Digital Marketing, digital media, ethical consumption, Forecast Models, ICT and Digital Technologies, Internet of things, Marketing, Marketing Research, Mobile Apps, online identity, Peer to Peer Computing, Pharmaceutical marketing, Piracy, Psychosocial methods, Social networking, technology foresight

View Marv Khammash's profile

Ms Ruxandra Luca

Ms Ruxandra Luca

Lecturer in Marketing

Research interests

Advertising, Attention, Cognitive Psychology, Consumer behaviour, Decision making, Marketing, Neuromarketing, Neuroscience, Psychology

View Ruxandra Luca's profile

Dr Maria Restuccia

Dr Maria Restuccia

Lecturer In Marketing

Research interests

Marketing, Marketing Research, New Product Development, Policy, Arts Management & Creative Industries

View Maria Restuccia's profile

Dr Yong Yang

Dr Yong Yang

Reader in Strategy

Research interests

Foreign direct investment, global strategy, International business, MNE location, Strategic management

View Yong Yang's profile

Course enquiries

+44 (0)1273 872668 
bmec@​sussex.ac.uk

Find out about the School of Business, Management and Economics

Fees and scholarships

How much does it cost?

Fees

UK/EU students:
£10,600 per year
Channel Islands and Isle of Man students:
£10,600 per year
International students:
£17,900 per year

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

Living costs

Find out typical living costs for studying at Sussex

How can I fund my course?

Postgraduate Masters loans

You can borrow up to £10,280 to help with fees and living costs if your course starts on or after 1 August 2017. Loans are available from the Student Loans Company if you’re from the UK or if you’re an EU national studying for a Masters.

Find out more about Postgraduate Masters Loans

Scholarships

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.

How Masters scholarships make studying more affordable

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

Careers

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.

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

(EPI, Destinations of Leavers from Higher Education Survey 2015 for postgraduates)

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

Design, Creativity and Innovation

  • 15 credits
  • Autumn Teaching, Year 1 credits

This module will introduce students to 'design thinking as driver of innovation, i.e. a set of problem-solving tools and problem-finding frameworks that lead to innovation and strategic leadership. Visual thinking, conceptual block-busting, user-Centered design, and user-driven innovation are not just tools for designers but can be harnessed by people to transform their organizations and society. It will teach you concepts and methodologies for incorporating innovation into your everyday practices.

Global Marketing Management

  • 15 credits
  • Autumn Teaching, Year 1 credits

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 credits

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 credits

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 credits

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.

Marketing Strategy

  • 15 credits
  • Spring Teaching, Year 1 credits

One of the key tasks of marketing managers involves developing and implementing marketing strategies that create and sustain superior performance for the organisation in the marketplace. This module addresses the role of marketing in strategy formulation and the fundamental principles that guide organisational actions that ensure marketing success, not just for today, but into the foreseeable future.

The module will provide you with theoretical and practical perspectives of marketing strategy, the strategic marketing planning process and associated activities. There will be a strong focus on the strategic planning of marketing, including evolving developments in strategic marketing thinking and implications for marketing management. In addition, you will address the resource-based view of marketing, the role of organisational resources in developing and sustaining dynamic marketing capabilities and the importance of aligning resources and capabilities to the needs and requirements of the markets in which the organisation competes. Moreover, this module will enable you to develop an appreciation of the practical applications of various strategic concepts and techniques, and to critically evaluate and select strategic options available to marketing decision-makers, through case-study analyses and marketing strategy decision-making in a computer-simulated competitive industry.

Research Project (International Marketing)

  • 45 credits
  • Spring & Summer Teaching, Year 1 credits

You undertake an independent research project considering the factors that influence marketing decisions and implementation success in overseas markets.

Consumer Psychology and Neuromarketing

  • 15 credits
  • Spring Teaching, Year 1 credits

You focus on the psychology of consumers with respect to learning, memory, emotion, and biases.

You learn how new methods in neuromarketing help shed some light into the inner workings of the brain.

Techniques such as EEG, fMRI, eye tracking, and biometric measures will be discussed in the context of academic experimental design and industry applications.

Digital Marketing

  • 15 credits
  • Spring Teaching, Year 1 credits

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 credits

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 credits

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 credits

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 credits

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 credits

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.
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