Master of Science in Global Marketing Management draft

Program Overview

The Master of Science in Global Marketing Management equips professionals with the knowledge and skills to develop and implement global marketing strategies. It covers topics such as cross-border marketing, competitive advantage, and behavioral science and marketing analytics. The program is designed for key managers, senior executives, and entrepreneurs seeking to advance their careers in global marketing.

Program Outline

Outline:

This program is specifically designed to provide:

• An overview on marketing in a global environment.
• An understanding towards the marketing blueprint that can be used in all countries, whether as a standard approach or adapted to specific characteristics of a particular market.
• Focus on thinking and planning marketing activities at a global level in the light of the market and its requirements.

THE BENEFITS OF THE PROGRAM

On successful completion of this programme, you will be able to :

• Assess the relevance of national and international trends and issues in cross border marketing.
• Evaluate the importance of creating, developing and maintaining a competitive advantage in a global context.
• Critically evaluate the range of advanced skills required to design and implement a global marketing plan.
• Understand behavioral science and marketing analytics' skills on tools and business intelligence applications allows to track user preferences and offer or direct that user to targeted content which is used to drive potential customers to specific products or advertisements leading to wider and larger market capture for sales.
• Develop skills to be employed in an advisory or practical managerial capacity in marketing management.
• Manage marketing and corporate communication in global marketing environments.
• Possess the personal, interpersonal, cultural awareness and critical skills to be able to work in Marketing Management.
• Integrate knowledge and to handle complex marketing information.
• Evaluate complex marketing scenarios and develop new applications, insights and strategies for global marketing.
• Develop a comprehensive understanding of the complexity global marketing.

WHO SHOULD ATTEND

The Master of Science in Global Marketing Management has been designed to equip key managers, senior executives, executives, entrepreneurs and other professionals for a career in global marketing by developing the critical knowledge and competencies in the identification, evaluation and solution of problems encountered in global marketing and the development of global marketing strategies. In addition, it is designed for those who have an undergraduate background in business, as well as those from other industry areas interested in developing a comprehensive understanding of concepts and current theories in the management of global businesses.

MODULES & PROJECT

This programme comprises of 10 coursework modules (including Research Methodology module) and a project. The modules are designed to provide the knowledge and skills that managers need in order to attract customers globally. It is specially designed to meet the needs and trends of the global marketplace in an international and multicultural setting. Students learn the importance of defining the scope of 21st century marketing, developing and executing effective marketing strategies, adapting to rapidly changing technologies; building customer satisfaction and retention, and facilitating communications successfully

PRE-REQUISITE MODULES

(FOR NON-BUSINESS STUDENTS: DURATION: 1 MONTH (FULL-TIME))

• Managing People
• Understanding Customers
• Managerial Finance
• Business Environment & Strategic Planning

MODULES

• Technology, Culture and People: A Global Perspective
• Marketing and Sustainability in the Age of Globalisation
• Behavioural Science, Social Media and Marketing Analytics
• New Product Development and Innovation
• Managing Creativity and Innovation
• Statistical Decision Making
• Strategic Marketing Management
• Global Marketing Management
• Research Methodology
• Digital Marketing Tools and Trends

Project

You will be expected to conduct effective research in relation to business in Global Marketing for both academic and industry purposes. Either route will require you to plan and conduct effective academic research to critically evaluate and select global market entry strategies leading to a significant project or the conduct of appropriate research and analysis leading to one of an academic paper, consultancy report or case history in relation to an aspect of Global Marketing Management.