Master's in International Marketing (MA)

Program overview

This accredited Master of Arts programme is designed for graduates who want a focused specialisation in international marketing. It combines academic rigour with a strong practical orientation: faculty address current global business challenges and bring both scholarly and hands-on industry experience to the classroom. The curriculum is internationally minded to prepare students for a constantly evolving global marketplace.

Teaching is interactive and practice-driven. Classes use case analyses, discussions, group work, supervised project work, field investigations and visits, and opportunities for independent research. Small cohorts create close faculty–student contact and support an engaging, participative learning environment.

The degree is organised into six core modules: Analysis of and Access to International Markets; Creation of International Market Offers; International Marketing Tools; Industrial Product and Market Development; General Studies and Thesis; and Electives. A broad elective catalogue lets students deepen specific interests, while the programme’s emphasis on group work culminates in frequent project presentations.

Requirements / expectations

• Target audience: graduates seeking a strong specialisation in international marketing
• Language of instruction: English
• Field: Business Administration context and relevance
• Learning style: active participation, case analyses, group projects and presentations
• Research & practical work: supervised projects, field investigations/visits and independent research
• Curriculum structure: six modules with elective options to tailor specialisations

Curriculum overview

Over the first two semesters you cover a broad set of international marketing topics, starting with market analysis and access (including International Marketing Research and Cross-Cultural Marketing) and moving into designing market offers (e.g., Creation of International Market Offers, Business to Business Marketing). The programme balances theoretical tools and practical methods — for example, International Marketing Tools and Applied Quantitative Methods — with modules focused on industrial product and market development and an Applied Business Development Project that brings concepts into a hands‑on context. General Studies and Business Ethics provide wider perspective and professional orientation, while Electives let you tailor parts of your learning to specific interests.

Key modules that shape learning outcomes include Analysis of and Access to International Markets, Cross‑Cultural Marketing, Business to Business Marketing, Applied Quantitative Methods, and Product and Market Development. Together these develop the ability to diagnose international market opportunities, design competitive market offers for diverse contexts (including B2B settings), apply quantitative and analytical techniques to marketing problems, and plan and implement product and market development initiatives with awareness of ethical and societal considerations.

The third semester is devoted to the Master’s thesis, where you synthesize theory and practice into an independent research or applied project. For international students, the curriculum provides a mix of analytical skills, practical project experience and cross‑cultural marketing competence that are directly relevant for careers in international marketing, product management, consulting or further academic study.

Requirements (summary)

• Complete modules across semesters one and two, including:
  • Analysis of and Access to International Markets
  • International Marketing Research
  • Cross‑Cultural Marketing
  • Creation of International Market Offers
  • Business to Business Marketing
  • International Marketing Tools
  • Applied Quantitative Methods
  • Industrial Product and Market Development
  • Applied Business Development Project
  • Product and Market Development
  • General Studies
  • Business Ethics
  • Electives (chosen by the student)
• Complete the Master’s thesis in semester three.

Graduates are prepared for international roles in marketing and business development, such as international marketing manager, product/brand manager, market research analyst, export manager or consultant in global marketing projects. The programme’s strong applied focus and project work build skills sought by employers operating across markets and cultures.

With training in quantitative methods, cross-cultural marketing and product development, alumni can work in B2B and B2C firms, multinational corporations, agencies, and consultancies, or pursue further research and doctoral studies if desired.