image for course 市场营销硕士(国际市场营销)
MSc Marketing (International Marketing)

市场营销硕士(国际市场营销)

课程速览

  • 旨在通过分析全球营销环境、文化和不同的行为、营销机会和战略选择,让你了解全球背景下的营销战略和实践
  • 这个课程适合希望在营销多元领域从事相关职位的学生,如:营销管理、国际品牌管理、市场洞察力和战略咨询
  • 评估一系列企业营销战略
学历等级
硕士
学科领域
市场营销
授予学位
理学硕士
学习时长
12个月
上课时间
全日制

概况

参加本课程的同学可获得英国特许营销协会(CIM)专业资质课程部分豁免权 

市场营销硕士学位旨在让你了解国际市场营销中使用的策略和做法。此外,你将学习如何分析全球营销环境、不同文化和行为、营销机会和战略选择。 

通过这些研究生的学习,你将批判性地评估一系列全球企业和小型企业采取的营销策略,并提供解决方案。跨境数字贸易的复杂性也为这个极受欢迎的硕士课程提供新的视角和吸引力。 

市场营销战略硕士(国际营销方向)是市场营销硕士项目分支之一,另外两个方向为: 

  • 数字营销 
  • 消费者营销 

你可根据自己的兴趣及专业特长选择适合的方向提交申请。抵达校园后,学生可在入学前几周根据实际情况提交方向调整申请。 

专业课程范例如下:

  • 课程范例 学分
  • This module aims to provide students with an understanding of marketing strategies and practices as they apply in a global context. This will be achieved by analysing the global marketing environment, marketing opportunities and strategy options, and the global marketing mix. As such, the module tackles both the ‘why’ and ‘how’ of global marketing management.

    • Theoretical issues relating to the rationale for global marketing and the internationalisation process
    • An analysis of the global marketing environment and factors influencing buyer behaviour
    • Planning global marketing strategy and its evolution over time
    • Factors affecting global product, pricing, distribution and communication programmes
    • Standardisation versus adaptation
    20
  • This module aims to introduce students to the core concepts and models underlying contemporary strategic management, their theoretical and empirical foundations, their limitations, the arguments surrounding them and their practical application to real issues facing real companies. This module provides students with an understanding of the conceptual and analytical tools of strategic management and economics.

    • Theories, frameworks and introduction
    • Internal resources and competencies of firms
    • External environment in which firms operate
    • The process of internationalisation
    • Globalisation and regional integration
    • Collaborative behaviour and strategic alliances
    • Integration/responsiveness framework and strategy
    20
  • This module provides students with the skills needed to understand how market research is used as a tool for generating business 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
  • The pressure to measure marketing performance is as high as never before, reported by a number of practitioner and academic sources. The more senior roles in marketing, such as Marketing Manager, Marketing Director and CMO, would in one way or another require to deal with measuring marketing performance. Yet marketers are struggling to justify their value for a number of reasons.

    Measuring marketing performance has in fact been a daunting task to both practitioners and academics alike and remains so still. More efforts are needed to tackle this problem and prepare for the jobs in marketing.

    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.

    20
  • 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.

    20
  • The module considers fundamentals underlying contemporary marketing, focusing both on theories and practices of marketing. The module deals with marketing on a strategic level.

    20

CIM专业营销证书或CIM专业数字营销证书资格: 

在以合格分数或更高分数毕业后,学生将在Accredited Prior Learning (APL)的基础上豁免L4专业营销证书的”应用营销和活动策划“模块。在此基础上,学生需要再通过一门选修课获取L4专业营销证书或专业数字营销证书资质。 

CIM专业营销文凭或CIM专业数字营销文凭:  

在以合格分数或更高分数毕业后,学生将在Accredited Prior Learning(APL)的基础上豁免L6专业营销文凭营销与数字战略模块。在此之后他们需要通过营销创新(必修)外加一个选修模块,以获得L6专业营销文凭资质,或通过“数字优化“和”数字客户体验“模块以获得CIM专业数字营销文凭。 

随着越来越多的企业走上国际化进程,你在这个课程中学习到的技术和视角能帮助你更好地在职业发展中获得成功。本课程结束后,你将能胜任在市场营销、国际品牌管理、市场洞察力和战略咨询等方向的工作。 

联系我们

Shu Hampson亨利商学院区域招生经理(中国)
邮箱:s.hampson@henley.ac.uk
电话:+44 (0)118 378 8876
微信:ShuHenley

Josh Jedrzejczyk亨利商学院高级招生官(中国)
邮箱:j.jedrzejczyk@henley.ac.uk
电话:+44 (0)118 378 5815
微信:JoshHenley

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