Master of Business Administration (International Marketing) Awarded by Bangor University, UK

Course details

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.

The programme will also develop students’ knowledge and skills across a broader range of business and management subjects, including organisations, their management and the changing external environment in which they operate and develop students’ ability to take a strategic overview of business and organisational issues.

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.

Methods of Assessment

Student’s knowledge and understanding of each module are assessed through either examinations or assignments.

Course Outline

Organisations and People (15 credits)

Upon successful completion of this module, students are expected to be able to:

• Critically evaluate management and organisational theory and practice;
• Relate management theory to personal experience of a working environment;
• Distinguish between types of organisational structure, culture and job design;
• Appreciate the human resourcing aspects of managing and leading people;
• Critically assess the management processes involved in managing in an increasingly complex, global, changing environment.

Marketing Strategy (15 credits)

Upon successful completion of this module, students are expected to be able to:

• Demonstrate basic understanding and knowledge of concepts of marketing;
• Appreciate the wide-ranging applications in which marketing applies and the adjustments required;
• Analyse specific situations and propose appropriate marketing strategies;
• Evaluate the challenges of implementing effective strategies.

International Strategic Management (15 credits)

Upon successful completion of this module, students are expected to be able to:

• Use the terminology of strategic management in an organisational context;
• Distinguish between and understand the relationship of strategic and operational management;
• View strategy as a continuing managerial process and appreciate the dangers of drift;
• Identify and cite the key theorists and concepts;
• Understand the dynamics of strategic decision making and implementation and the significance of culture and cultural change.

Management Research (15 credits)

Upon successful completion of this module, students are expected to be able to:

• Demonstrate an awareness of the historical development of both quantitative and qualitative approaches to research in management;
• Explain how a researcher’s philosophical position may influence the choice of research methods;
• Critically evaluate the shift towards qualitative and interpretive research in management;
• Compare, contrast and critically evaluate alternative research strategies and designs;
• Demonstrate the capability to employ the most appropriate method of analysis to any specific business or management research agenda.

Finance for Managers (15 credits)

Upon successful completion of this module, students are expected to be able to:

• Appreciate the need for, and gain an understanding of, the principles underlying the preparation of accounting information;
• Understand the principles used in recording business transactions and be able to prepare and analyse financial statements;
• Understand the use of accounting information for decision-making, planning and control.

International Marketing Communication (15 credits)

Upon successful completion of this module, students are expected to be able to:

• Understand and critically evaluate the theories and principles underlying marketing communication practice;
• Apply the techniques used by marketers in developing marketing communications;
• Develop a creative integrated marketing communication plan;
• Implement the plan from a managerial and strategic perspective;Apply managerial judgement and analytical and critical skills to promotion problems.

Consumer Behaviour in a Global & Digital World (15 credits)

Upon successful completion of this module, students are expected to be able to:

• Understand how consumer behaviour is impacted as a result of changes in the way goods and services are marketed and sold online.
• Examine the critical issues and trends whereby the internet has changed consumer behaviour spanning across traditional/geographic boundaries.

International Marketing (15 credits)

Upon successful completion of this module, students are expected to be able to:

• 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.

Applied Business Projects (60 credits)

Students will have to do four Applied Business Projects as listed below

• e-Business and Value Chain;
• Human Resource Management;
• International Business;
• Business Planning.

On completing the module, students are expected to be able to:

• Understand the impact of electronic business to individuals, organisations, communities and nations and to develop an understanding of the business models available;
• Appreciate electronic business from all elements of the supply chain and the issues involved in developing an e-Business strategy;
• Provide an integrated analysis of people management, developing the conceptual, strategic and practical skills necessary for managers in complex, global organisational contexts;
• Demonstrate the ability to analyse the conditions in the international environment that drive trade between nations and the issues facing companies and governments;
• Provide insights into the behaviour of consumers, workers and managers in multinational enterprises (MNEs), small and medium-sized enterprises (SMEs) and the public sector;
• Demonstrate awareness and understanding of the process of establishing a venture from idea generation to the completion of a business plan;
• Follow the process of developing a business plan, including business description and the market, development and production, sales and marketing, management and finance.

Entry Requirements

• A lower 2nd class honours degree or higher is required; OR
• equivalent overseas qualification and grade may be considered on a cas-by-case basis.

English Language Requirements

IELTS 6.0 with at least 5.5 in each component: reading, writing, listening and speaking.

Age Requirement

Applicants must be of age 21 and above