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MSc Global Marketing

Study with leading academics and industry experts and gain insight into the latest thinking in global marketing

2018/19 entry


1 year full-time

Start date

September 2018 (term dates)

Masters fee discount

If you've completed an undergraduate degree at York you could be eligible for a 10% Masters fee discount.

Find out more

The MSc Global Marketing will equip you with an in-depth and critical understanding of marketing theories as they apply to the local, national and international levels. 

The course stands out from other marketing degrees with its international focus, its emphasis on ethical and sustainable marketing and its formal links with industry.

You'll study a range of contemporary topics based on our leading research, including global marketing, social and ethical marketing, digital marketing and brand management. Our cohort-specific, research-informed teaching is delivered by leading academics and industry experts and is updated year-on-year to reflect the latest thinking.

Applied practical skills are embedded in the course from day one. As part of the Global Marketing module in the Autumn Term you'll take part in L'Oreal's Brandstorm competition, challenging teams from around the country. In 2016 our students won the UK competition and went on to compete at the world finals in Paris.

This course will provide you with the academic knowledge and practical skills to pursue marketing careers in private, public and not-for-profit sectors around the world. Our graduates have gone on to work for organisations such as Nestlé, Accenture, EPSON, and Coca-Cola.


In recognition of the valuable skills our students gain, this course is accredited by the Chartered Institute of Marketing (CIM). Successfully completing the MSc Global Marketing confers Graduate Gateway status, taking you partway towards a professional CIM qualification.



Alongside your formal classes, we arrange an extensive programme of guest speakers. Visitors from large multinational companies, small businesses and public sector organisations lead discussions on issues linked to their own businesses or past experiences.

Course content

In the Autumn Term you'll study a range of core modules which introduce key concepts in global marketing and international business. The Spring Term introduces emerging theories in digital and ethical marketing while optional modules allow you to specialise in brand management, or look into long-term marketing planning for services.

Throughout the year you'll develop the research skills which will be essential when collecting data for your final dissertation; you'll focus on this from the Summer Term onwards.


Autumn Term

Global Marketing explores the role of marketing in institutions operating internationally, focusing on institutions and industries where brands, distribution channels and other marketing tools are central in explaining growth, survival and global competitiveness. You'll discover how understanding buyer behaviour can help businesses create value for customers, and consider how marketing relates to other organisational functions. (20 credits)

International Business Strategy unpicks the ways in which firms in contrasting industries have developed and implemented international strategies. You'll cover some of the major issues and problems including key theories on foreign market entry, business strategy, organisational structure, and issues connected to global sourcing. (20 credits)

Marketing Research and Analytics in a Global Environment examines the vital role of information and research in making marketing decisions. You'll learn how to collect and analyse market data, with a particular emphasis on research conducted across borders. (10 credits)

Spring Term

Core modules

Digital Marketing Strategy introduces the new and emerging principles of digital marketing. You'll study cutting-edge theory based on current research and analyse the impact of new technologies on marketing practice in digital contexts. (20 credits)

Ethical Marketing and Sustainability looks at social and ethical marketing from a global perspective. You'll consider rationales and methods for building long-term customer and stakeholder relationships based on economic, social and environmental value, managing organisational image and changing consumer behaviour. You’ll also address the challenges of marketing sustainability and ethics across national, linguistic and cultural borders (20 credits)

Qualitative Research Methods explores the assumptions, advantages, merits and challenges of the different approaches to qualitative and multi-method research. (10 credits)

Choose one of the following optional modules:

Brand Management addresses the role of the brand from the perspective of the organisation and society. You'll learn to assess brand opportunities, to take and implement branding decisions, and to measure the effectiveness of brand strategies at the national and global level. (10 credits)

Marketing Planning for Services redefines marketing in terms of longer-term relationships. You'll consider how the various tools of marketing and management can be used for analysing, planning and implementing successful, sustainable marketing and service provision. (10 credits)

Summer Term

Quantitative Methods and Data Analysis covers the statistical concepts and theoretical principles underpinning quantitative data analysis. You'll learn practical techniques and procedures for analysing quantitative data.

Please note, modules may change to reflect the latest academic thinking and expertise of our staff.


You'll write a 12,000-word dissertation, based on an independent research project. Your dissertation is worth 60 credits.

You can choose to focus your research on a topic that interests you. It could be a chance to explore a previous topic in greater depth, or investigate a marketing challenge in an industry close to your heart. Recent titles include:

  • Marketing to Male Millennials: Decision Making-Process and Influences in Purchasing Habits
  • Sustainability labels: the (lack of) influence of attitudes and personal values on use
  • The use of social media in health-related social marketing interventions for people age 55 or older: a systematic review

You'll work under the guidance of a personal supervisor with expertise in the subject you're studying. They'll help you develop research questions and identify methods and theories to investigate and analyse your topic.

One of the main reasons why I wanted to come to York specifically is because I had consistently heard really good things both about the town and the University... I got to grow a lot as a person and I made a lot of really lovely memories that I'll take with me and cherish.
Andrea, Msc Global Marketing

Fees and funding

Annual tuition fees for 2018/19

Study modeUK/EUInternational
Full-time (1 year)£9,850£20,140

Fees information

UK/EU or international fees? The level of fee that you will be asked to pay depends on whether you're classed as a UK/EU or international student.

Funding information

Discover your funding options to help with tuition fees and living costs.

If you've successfully completed an undergraduate degree at York you could be eligible for a 10% Masters fee discount.

Home/EU students

International students

We offer a number of departmental scholarships for home and overseas students.

Living costs

You can use our living costs guide to help plan your budget. It covers accommodation costs and estimated social costs.

Teaching and assessment

You’ll work with world‐leading academics who’ll challenge you to think independently and excel in all that you do. Our approach to teaching will provide you with the knowledge, opportunities, and support you need to grow and succeed in a global workplace. Find out more about our approach to teaching and learning.

Teaching format

We use a wide range of teaching methods to suit different learning styles, including:

  • Lectures
  • Seminars
  • Practical workshops

We'll help you develop skills of research and investigation to support your independent learning.

Teaching location

You'll be based in the York Management School on Campus East. Almost all of your teaching will take place nearby on Campus East.

Course location

Our beautiful green campus offers a student-friendly setting in which to live and study, within easy reach of the action in the city centre. It's easy to get around campus - everything is within walking or pedalling distance, or you can always use the fast and frequent bus service.

Assessment and feedback

Your modules are assessed with a mixture of exams, essays and presentations. You'll also complete formative assignments including presentations and literature reviews. You'll receive feedback on all the work you submit, helping you to understand your strengths and identify areas for improvement.

Your final assessment is a 12,000-word dissertation, which makes up a third of your overall grade.

Careers and skills

The specialist skills and insight you'll develop are valued by businesses in virtually every field. This course will provide you with the knowledge and skills needed for management roles in private and public sector organisations around the world.

Our graduates go on to careers in all aspects of marketing and management. Each year, some continue their studies, joining the York Management School doctoral programme.

Career opportunities

Recent graduates' early-career roles include:

  • Brand specialist, Amazon
  • Brand activation, Coca-Cola
  • Talent management trainee, EPSON
  • Web content specialist, Gear4Music Ltd
  • Executive assistant, General Electric China
  • Marketing intern, L'Oréal UK
  • Management trainee, Nestlé
  • PR and communications executive, Teenage Cancer Trust

See our recent graduates' careers in marketing and management roles around the world.

Transferable skills

  • Argument and persuasion
  • Data analysis
  • Project management
  • Presentation skills
  • Research techniques
  • Self-motivation
  • Teamwork
  • Time management
  • Writing skills

Entry requirements

Qualification Grade

You should have, or be about to complete a 2:1 undergraduate degree (or equivalent qualification). This can be in any subject, though we may give preference to applicants with knowledge of marketing and/or business management.

Alternatively, we may accept a 2:2 undergraduate degree supported by professional qualifications or at least one year of relevant work experience.

Other qualifications

If you earned your undergraduate degree outside of the UK, you should check that it is equivalent to a 2:1. Our country-specific pages can help you to find out.

English language

If English isn't your first language you may need to provide evidence of your English language ability. We accept the following qualifications:

  • IELTS: 6.5, with a minimum of 6.5 in Writing and no less than 6.0 in all other components
  • PTE: 61, with a minimum of 61 in Writing and no less than 55 in all other components
  • CAE and CPE (from January 2015): 176, with a minimum of 176 in Writing and no less than 169 in all other components
  • TOEFL: 87, with a minimum of 23 in Writing and a minimum of 21 in all other components
  • Trinity ISE: level 3 with Merit in all components

You may benefit from a pre-sessional English language course. These courses are designed to help you improve your language, communication and study skills and help you prepare for your postgraduate degree.


You can apply and send all your documentation electronically through our online system. You don’t need to complete your application all at once: you can start it, save it and finish it later.

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