Masters in Marketing (International Marketing)
This Masters programme provides students with an understanding of marketing strategies and practices around the world.
At a glance
- Explore global marketing strategies and their role in shaping and responding to social change, through a global lens
- Students will have the opportunity to join a field study, providing exposure to international marketing challenges
- Learn about cross-cultural marketing and consumption
- Understand how practices evolve in a complex and changing international business environment
- The MSc Marketing (International Marketing) is one of two pathways available in the MSc Marketing programme.
- Our masters graduates secure positions at prestigious employers worldwide, earning competitive salaries. Explore our graduate outcomes.
- Locations
- Henley Whiteknights
- Subject area(s)
- Marketing
- Start Date
- September 2025
- Duration
- 12 months
- Attendance
- Full-time
- Programme Director
-
Melisa Mete
Overview
This Masters degree is designed to equip you with an understanding of the strategies and practices used in international marketing. In addition, you’ll learn analysis of the global marketing environment, different cultures and behaviours, marketing opportunities and strategy options.
Through these postgraduate studies you will critically assess the marketing strategies adopted by a range of global and small enterprises and offer solutions. The added complexity of trading across borders digitally is also featured in this very popular programme.
The MSc Marketing (International Marketing) is one of the two pathways available in the MSc Marketing programme. The other pathway is Sustainable Marketing.
Not sure which pathway to choose? Apply for the one that you feel fits you better. You will be able to change the pathway within the first few weeks from your arrival to the University.
What is critical to Henley’s Masters in Marketing (International Marketing)?
The module Global Marketing Management is key for students studying on the International Marketing pathway, and introduces marketing in a global context, and will enable students to understand the complexity and variety of factors playing a role in designing and implementing global marketing programmes.
The Henley pre-study course suite
Exclusively available to Henley Business School offer holders, the Pre-study course suite comprises of innovative short courses designed and developed by Henley faculty on the FutureLearn platform, one of the leading online learning platforms.
Future of Work: Coding with Python for Business & Finance (-)A course delivered online by Henley faculty and you will receive online support from one of our teaching staff members and be able to interact with other prospective students in your course. Read moreThis pre-study interactive course is designed by Henley Business School faculty to introduce you to the world of coding in Python. According to recent employer surveys, coding is a top 5 employability skill in the new world of work. The World Economic forum includes technology design and programming in the top 10 skills of 2025. Coding is an extremely powerful skill to have going forward in all areas of business and finance. Due to the importance of coding skills in your future, you will be using coding in some of your courses depending on your choice of programme at Henley Business School. So, this pre-study course can be seen as a stepping stone in your learning journey. Even if coding is not directly utilised as a part of your programme, completing this course, earning the certificate and complementing this with some further independent learning, could set you apart in an increasingly competitive job market. Python is the most utilised programming language in the world and so the purpose of this course is for you to learn the fundamentals of Python, and how to use it to solve practical problems in your area of interest. |
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Study skills for success (-)This course will provide building blocks of knowledge to help you prepare for your learning journey in the area of your choice as well as equip you with key employability and study skills for successfully navigating your studies and professional career. Read moreThis pre-study interactive course is designed by Henley Business School faculty, the University of Reading Study Advice Team and the International Study and Language Institute. The course aims to prepare you for your learning journey at Henley and focuses on helping you build important study skills to succeed in your Masters and beyond. Skills such as curiosity and independent thinking, effective communication and collaboration, digital capabilities, storytelling, empathy and professional integrity are not only important in your course itself but are also sought after by employers in all areas of business. Therefore, they are instrumental in succeeding in your professional career. The learning journey of our Masters programmes is designed in a way that allows you to build such skills and this course intends to demonstrate exactly how, and therefore help you to make the most of your Masters. |
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Semester one
| Compulsory modules | Credits |
|---|---|
Digital Marketing (MMM077)This module aims to introduce students to digital marketing and the increasingly important role of technology in both marketing practice and society. By the end of the module students should be able to apply a range of skills to implement digital marketing approaches and understand the key strategic drivers behind the growth of the digital economy. Academic authors
Dr Rodrigo Perez-Vega
|
20 [10 ECTS credits] |
Market Insights (MMM178)This module provides students with the skills needed to understand how market research is used as a tool for generating market insights and informing business decisions. Businesses increasingly rely on a range of research methods to provide answers to key business problems. This module is designed to acquaint the students with commonly used methods of data collection and analysis, as well as issues around reliability, validity and research ethics. |
20 [10 ECTS credits] |
Measuring Marketing Performance (MMM147)This module provides the essentials of what someone in a role of a marketing manager or similar needs to know and, importantly, be able to do, about measuring marketing performance. Read moreThe module aims to develop financial acumen with specific reference to the three main financial statements and key financial ratios, to enable a critical and more quantitative approach to marketing. This module also intends to increase confidence in measuring marketing performance, in order to become an ever more valuable member of an organisation. Academic authors
Dr Irute Karanicholas
|
20 [10 ECTS credits] |
Strategic Marketing (MMM176)The module considers fundamentals underlying contemporary marketing, focusing both on theories and practices of marketing. The module deals with marketing on a strategic level. Academic authors
Dr Irute Karanicholas
|
20 [10 ECTS credits] |
Semester two
| Compulsory modules | Credits |
|---|---|
Global Marketing Management (MMM006)This module will introduce students to marketing in a global context, and will enable students to understand the complexity and variety of factors playing a role in designing and implementing global marketing programmes. Academic authors
Melisa Mete
|
20 [10 ECTS credits] |
| Optional modules | Credits |
|---|---|
Digital Marketing Analytics (MMM179)This module provides the students with the comprehensive understanding of the Internet and web applications in the digital marketing landscape. It aims to help students recognise the role of web /social medial / mobile analytics and explore multiple online platforms for data collection and analysis to generate digital marketing insights. |
20 [10 ECTS credits] |
Consumer Behaviour (MMM092)To provide an understanding into the psychological and sociological factors that influence consumer behaviour before, during and after purchase and consumption in contemporary consumer markets. To discuss the effective engagement and handling of business customers. The purpose of the module is to explore and apply consumer and business customer buying behaviour models in a contemporary context. Academic authors
Dr Bahram Mahmoodi Kahriz
|
20 [10 ECTS credits] |
Brand Strategy (MMM180)The module takes a co-creative perspective to brands and in particular focuses on how to understand what goes in to creating, maintaining and managing strong brands. Academic authors
Dr Gaye Bebek
|
20 [10 ECTS credits] |
Hot Topics in Marketing (MMM182)This module extends knowledge gained during the programme by critically reviewing theories of marketing in the context of modern day challenges in the business and social environment. It allows consideration of emerging issues in marketing and encourages a critical, integrative, cross-disciplinary perspective. Academic authors
Professor Adrian Palmer
|
20 [10 ECTS credits] |
Cross-Cultural Marketing and Consumption (MMM112)Cross-cultural marketing and consumption is essential given the profound impact that globalisation has had on both companies and consumers. The module draws on relevant and contemporary theories and business practice, explores various tools and techniques in cross-cultural marketing settings. Academic authors
Melisa Mete
|
20 [10 ECTS credits] |
Marketing Communications in Virtual World (MMM183)The module considers a variety of marketing communications theories and practices to equip students with the knowledge and skills to develop and communicate an effective marketing communications plan. Academic authors
Alex Scher-Smith
|
20 [10 ECTS credits] |
Summer
| Compulsory modules | Credits |
|---|---|
Marketing Simulations (MMM186)The aim of the module is to help prepare students for the marketing careers by simulating real life experiences through providing exposure to simulations and/or scenarios. Simulation and/or scenario games are interactive learning methods designed to test out various marketing and/or other business related decisions in a virtual environment. Simulation and/or scenario games are risk-free activities of testing theories and making decisions. Academic authors
Dr Irute Karanicholas
|
20 [10 ECTS credits] |
| Optional modules | Credits |
|---|---|
Marketing Dissertation (MMM184)To provide students with an understanding of the research skills necessary to undertake original research in Marketing (digital, international or sustainable) at master’s level. To give students an awareness of the appropriate use of theory, literature, methodology, and data in pursuing original research for a Master’s dissertation. To enable students to produce original research aligned to the MSc Marketing pathway in which they are enrolled. Academic authors
Professor Nada Korac Kakabadse
|
20 [10 ECTS credits] |
Marketing Project (MMM185)Applied research to a real-life marketing situation or problem which involves an extended, independent investigation, undertaken individually by students, leading to a report and recommendations pertaining to a company in relation to a contemporary issue in the Marketing discipline, is the output. The purpose is to enable students to produce original practice based relevant research aligned to the MSc Marketing pathway in which they are enrolled. Academic authors
Professor Nada Korac Kakabadse
|
20 [10 ECTS credits] |
Applied Challenge (MMM181)The module will seek to work with a business that is planning to develop a marketing opportunity and the challenge will be to provide managerially useful, and theoretically underpinned advice. Academic authors
Professor Adrian Palmer
|
20 [10 ECTS credits] |
Modules or course content marked as optional are indicative and may be subject to change. Please note, constraints in timetable scheduling may mean you are unable to take some optional modules at the same time as others.
A holistic approach
Effective leadership requires more than first-class business acumen, it requires a degree of self-awareness and sensitivity. Our Masters programmes offer you a unique practice-centred approach to teaching equipping you with the tools to become a compelling leader. This approach creates emotionally intelligent graduates who can be fully effective in their chosen careers.
How you will learn
Henley has a strong reputation for the practical application of business ideas and concepts. We are underpinned by academic excellence and the strength of our research. We offer high-quality technical skills training as well as a deep understanding of the importance of personal development for leaders. This is a thread that is woven through all of our Masters programmes.
Our Masters programmes feature a mix of core and optional modules, tailoring your degree towards your needs and career ambitions. You will complete up to 10 taught modules during your programme, totalling 180 credits. One module usually equates to 20 credits or 10 hours of work per week. Your week will include lectures, tutorials, workshops and personal study, with each accounting for 25% of your time on average. This provides you with the opportunity to discuss and explore the material in depth with your lecturers and fellow students.
You will be introduced to the latest thinking and research findings then have the opportunity to challenge those that have created it. You will also explore real-world issues, tackle current business challenges, and interact with guest lectures and speakers from industry. This gives you the opportunity to test, extend and refine your knowledge and skills with confidence.
How we assess you
You will learn and be assessed through a wide variety of teaching methods depending on your chosen postgraduate course. These include online materials, guest lectures, group assignments, case studies, field visits, dealing room simulations, presentations, applied projects, consultancy work and examinations.
On average examinations of core modules form between 15 - 50% of the assessed work. The remaining comes from coursework, including a written dissertation or project depending on your chosen programme.
Ongoing support
While Masters students are self-motivated and determined individuals, study at this level can present additional pressures which we take seriously. Lecturers are available to discuss module content and you can meet with your academic tutor. Support staff are available to help with anything that may arise during your time at Henley.
UK/Home
| Year of Entry | Cost |
|---|---|
| 2025 | £14,500 |
International (incl. EU)
| Year of Entry | Cost |
|---|---|
| 2025 | £27,000 |
Scholarships
Scholarships are now available for 2025 entry Masters programmes. Henley is proud to have supported over 170 postgraduate students with scholarships for 2024 entry. For more information on our 2025 Scholarships programme visit our scholarships webpage.
| Entry requirement | Criteria |
|---|---|
| Undergraduate degree | Minimum 2:1 or the equivalent from an Internationally recognised university |
| Degree discipline | Any discipline |
English Language Requirements
Studying in a second language can be challenging. If your English language ability is below the minimum requirement, we may ask for evidence of proficiency. Alternatively, we may ask you to attend an English language course before you begin your studies with us.
| Requirement | Criteria |
|---|---|
| IELTS | 6.5 with no component below 5.5 in any sub-skills |
Pre-sessional English Programme
The Pre-sessional English Programme is for international students who need to meet their degree programme English language requirements. Our courses equip you with the skills and language needed for academic success, including critical thinking, self-reflection, learner autonomy, research skills and integrating sources. The Pre-sessional English Programme is accredited by the global association of Lecturers in English for Academic Purposes, which guarantees you will receive a high-quality student experience.
Find out about our comprehensive range of Pre-Sessional English courses
Acceptance of LanguageCert Online and DuoLingo English qualifications
We accept the non-SELT version of LanguageCert (which includes the online version) and DuoLingo as suitable English language qualifications. These can be accepted for direct entry onto Undergraduate (except Speech and Language Therapy), Postgraduate Taught (except Speech and Language Therapy) and Postgraduate Research programmes.
For information on individual programme requirements and other English language qualifications, please visit our English requirement equivalent page.
If you require specific advice on your qualification please contact admissions directly by e-mail or telephone at +44 (0) 118 378 5289.
UK visa requirements
If you are not a national of the European Union (EU), you may need to obtain a UK visa. This visa will allow to live and study in the UK. See the UK Border Agency website. Contact the University's International Office with any questions: intoff@reading.ac.uk.
Graduate Route
The UK's Graduate Route post-study work visa allows you to apply to stay in the UK for up to two years after you graduate, with the opportunity to undertake skilled work. Visit the University website for the latest information.
How can Henley Careers work with you?
We have an award-winning careers team that will support you through your postgraduate studies and four years after graduation.
Here is how Henley Careers can help you:
- Careers Consultant appointments: Our Careers Consultant are here to help and support you with any careers related concern that you might have. Whether it’s CV advice, practicing for an interview, providing feedback if applications aren't successful or support planning your career goals. We are here to help empower you to progress in your career.
- Events: Henley Careers organise numerous events aimed to help you build your confidence, develop the skills employers are looking for. Additionally, network with employers and expand your industry knowledge.
- Alumni support: You can continue to book one-to-one appointments with your Careers Consultant and use our online resources. For up to four years after graduating we’re here to help and support in your career.
- Career Smart: Get a head start in securing a graduate job by taking part in our online course, Career Smart. You can expect to learn about the graduate recruitment cycle in the UK. As well as where to look and how to start applying to jobs, and the different roles available to you.
For more information please see our Careers page.
Professional Accreditation
CIM Certificate in Professional Marketing or CIM Certificate in Professional Digital Marketing qualification:
After graduating at a pass mark or higher, students will be exempt on an Accredited Prior Learning (APL) basis from L4 Certificate in Professional Marketing modules ‘Applied Marketing and Planning Campaigns’. Students will be required to pass one further elective module to obtain the L4 Certificate in Professional Marketing or Certificate in Professional Digital Marketing qualification.
CIM Diploma in Professional Marketing or CIM Diploma in Professional Digital Marketing:
After graduating at a pass mark or higher, students will be exempt on an Accredited Prior Learning (APL) basis from either the L6 Diploma in Professional Marketing module ‘Marketing & Digital Strategy’, to which they will be required to pass ‘Innovation in Marketing (mandatory)’ plus one elective module to obtain the L6 Diploma in Professional Marketing qualification or pass both the Digital Optimisation and The Digital Customer Experience modules to gain the CIM Diploma in Professional Digital Marketing.
In order to be eligible for CIM Certificate in Professional Marketing or CIM Certificate in Professional Digital Marketing qualification, students are required to take MMM183-Marketing Communications in Virtual World module as one of their electives.
Continuing your career
As more organisations operate internationally, the skills and insights provided by this degree equip you for success. You will be equipped to take on roles in marketing, global brand management, market insight and strategic consultancy.
Apply for 2025 entry now
Apply online now through the University of Reading’s online application service.
The online application service allows you to complete your application information, attach electronic copies of your academic transcripts, certificates and other supporting information. It also provides a facility for an email request to be sent to your referees. This enables the referees to send your supporting references directly to us.
When to apply
We operate a rolling admissions system and it is recommended that you apply early to secure your place. There is no specific deadline and applications will be considered until the programme is full. However, to allow us time to process your application we recommend that you apply by the following dates:
| UK/Home applicants | International applicants |
|---|---|
| 1 August | 1 July |
After you apply
You will receive a confirmation email when we receive your application form. Your application is then reviewed by a member of staff. If successful, you will receive a formal offer letter outlining any necessary entry criteria you will need to meet. You'll then be asked to confirm your acceptance of this offer.
If you require a Certificate of Acceptance for Studies (CAS) for your visa, details will be sent by email once all conditions of the offer have been met.
Throughout the admissions process we will keep you updated with key information via email. We also provide opportunities to interact with faculty and staff online.
Find us on Facebook and keep up-to-date with news and events at Henley or ask us a question. In addition, you can speak to a current student, our students are always happy to share their Henley experience.
Our students and alumni are always keen to share their Henley experience. Whether you are a prospective applicant or already applied to a Masters programme at Henley Business School. You can ask questions to a current student by clicking the “Chat to our students” button below.
When contacting one of our students, please introduce yourself and the Masters programme you have applied for.
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Contact us
If you have any questions, please contact us by email at postgraduate@henley.ac.uk or by phone on +44 (0)118 378 7593.
“Meeting new people from around the world has been invaluable in both personal and professional growth.”
“Despite beginning my studies during the pandemic, the overall learning experience was brilliant. The atmosphere on campus was pleasant. Thanks to my master's degree, I was able to land a teaching job in my profession at a private university after…”
“I’ve enjoyed the variety of the modules and assessments including paper works and plenty of presentations. I’ve developed my creativity as well as critical thinking and exchanging experiences and opinions among classmates was a significant part of the course…”