Duration:
1 year (full-time)
Please add an additional year if undertaking the Professional Experience Year: integrated 2-year masters.
Number of credits:
180 credits at level 7
Start date(s):
September 2026
This degree offers a stimulating programme of study, with an emphasis placed on equipping you with global marketing concepts and techniques that are demanded by organisations and marketing agencies.
This course has entry points in January, April, and September. See our Applying section for how to apply.
Did you know?
You will be able to participate in the Global Leadership Programme which will develop you skillset and prefessionalism through lectures, workshops and networking.
This degree is accredited by The Chartered Institute of Marketing.
This course is available as an extended masters for international students
Modules
These are the modules you will take if you join us from September 2026 onwards.
30 credits
This module will provide you with a critical understanding of a wide range of components within the marketing framework, including market orientation, market segmentation, targeting, and positioning (STP), branding, competitive analysis, and marketing communications, among others.
It generates insights into formulating and executing marketing plans and strategies, with a focus on marketing communications. The module incorporates pragmatic case studies showing how companies create customer value and establish a sustainable competitive advantage over time within the context of increasingly sophisticated market environments including more demanding consumers, the digital revolution, and the globalization.
Teaching and learning
The module is delivered through a combination of lectures, seminar activities, group work, and group discussions. It will encourage you to apply pivotal marketing concepts and strategies to real-world scenarios to evaluate their innovative strategic marketing solutions.
The teaching delivery for this module consists of one, one-hour lecture and one, three-hour seminar per week.
Assessment
This module will be assessed using an individual report and a group presentation.
70% - individual report, where you will critically analysis and design a marketing strategy and implementation plan underpinned by academic and professional literature.
30% - group presentation, where you will deliver a marketing plan that focuses on market analysis, product development and STP (segmentation, targeting and positioning) strategy.
30 credits
This module encapsulates the global and digital view of consumer behaviour by covering pertinent consumer aspects such as identity, inculturation/enculturation, beliefs and customs, and by contextualising these in a global and digital space.
The impact of digital connectivity on consumer behaviour is thoroughly examined through the perspective of a globally connected market environment.
The hybrid approach to this module equips you with the skills and knowledge to understand, influence and evaluate consumer behaviour in response to marketing efforts at a global stage and in a variety of digital settings such as online and social media. Through a comprehensive theoretical underpinning, you will explore key factors and influences affecting consumer decision-making and behaviours, such as personal and social identity, national cultures, beliefs, customs and traditions, technology adoption influences, and behavioural adaptation to digital innovation.
The module will utilise a theoretical approach coupled with an applied approach by first exploring the general consumer psychology theories that underpin consumption behaviours such as motivation, attitudes, involvement, perception and engagement. Through case studies, specific emphasis will be laid on the socio-cultural context of consumer behaviour in different global markets and in digital environments.
The module will seek to apply these theories to developing cross-channel marketing campaigns that are effective at an international stage and by incorporating theories into campaigns, communication models and marketing initiatives. The module will apply case studies and encourage you to critically evaluate existing campaigns with an aim to improving and enhancing them for global audiences.
Along with gaining theoretical expertise, you will also engage in critical thinking through case study analysis, group discussions and PowerPoint presentations to gain comprehensive problem-solving skills, teamwork experience, and the ability to effectively communicate insights to diverse audiences.
Teaching and learning
The teaching delivery on this module consists of one hourly and one three-hour workshop per week.
Lectures will be developed around the key concepts and frameworks covered under global perspectives of consumer behaviour and as mentioned in the indicative course content and will use a range of examples and cases from practice to demonstrate the application of concepts in a global context.
Workshops will concentrate on the elaboration of specific theoretical approaches with reference to their possible application through the selection of marketing cases which are likely to apply to consumer behaviour in diverse cultural and social domains. The focus in the workshop will be working on cases and analysis of campaigns to apply the theory from the lectures, with a pedagogy based on case-based learning delivered with a coaching approach to teaching.
Assessment
This module will be assessed by a digital poster/presentation (30%) and a case study analysis (70%).
30 credits
This module aims to equip you with the knowledge and methods necessary to address pressing strategic, social and ethical challenges businesses face.
It provides a critical understanding of Corporate Strategy and Corporate Social Responsibility (CSR) in an international context. You will learn to apply strategic concepts and tools essential for managers in multinational firms, with a focus on sustainability practices influencing business policy and stakeholder relationships. Additionally, the module emphasises the importance of data-driven decision-making and non-market strategic management, preparing future professionals to navigate the complexities of modern business environments.
The module provides a number of essential frameworks to guide future managers in analysing the main factors relevant to the strategy-making process. These frameworks are designed to offer a structured approach to strategic analysis, ensuring that all critical aspects are considered. Real-world case studies and insights from leading corporations will be utilised to illustrate the practical application of the strategic frameworks.
All business operations transpire within a complex social landscape, and non-market aspects play a significant role in strategic management. This includes political, economic, and environmental issues that can impact organisational success. The module highlights the importance of understanding these non-market factors and incorporating them into strategic planning.
You will learn how to analyse and address social and ethical issues that businesses face today. This includes topics such as corporate governance, ethical leadership, and social justice. By understanding the broader impact of business decisions, you will be able to foster a more ethical and responsible business culture.
Teaching and learning
You will gain a comprehensive understanding of strategic decision-making and how to apply it within business contexts. Each week, you will participate in a carefully organised learning experience comprising of a one-hour lecture and a three-hour workshop.
Lectures will introduce and elaborate on key concepts and frameworks pertinent to strategic decision-making. These sessions are designed around the indicative course content, aiming to give you a solid theoretical foundation. The lecture topics will encompass a broad spectrum of examples and case-based learning drawn from business practices and societal contexts to demonstrate the practical applications of these concepts. This approach ensures that you can relate theoretical knowledge to real-world scenarios, thereby enhancing comprehension and retention of the material.
Workshops will delve deeper into the theoretical approaches, exploring detailed business cases. You will examine various scenarios that are likely to arise in organisational, management, and business situations.
You will engage with real-life case studies, where you will learn to navigate complex ethical issues and make informed decisions that are both strategic and responsible. You will explore global sustainability challenges and opportunities, learning how to drive innovation through sustainable practices and responsible leadership.
You will also have 30 minutes of online support, which will include resources such as articles, videos, interactive modules and quizzes.
Assessment
This module will be assessed using two individual coursework components.
30% Poster presentation (500 words), where you will analyse and present a chosen strategic problem.
70% Executive report (3,500 words), where you will provide evidence-based recommendations in response to a strategic challenge within a case study organisation.
30 credits
This module equips you with the skills and knowledge to harness data for informed marketing decision-making.
You will explore key analytical tools and techniques, including Microsoft Excel and Google Analytics 4 (GA4), to identify patterns, trends, and seasonality in marketing data. You will explore essential consumer metrics such as Customer Lifetime Value (CLV) and Net Promoter Score (NPS), analyse campaign performance using advanced Excel functions, and develop predictive models through linear regression.
You will be introdcued to web analytics, social listening, sentiment analysis, and big data concepts, enabling you to evaluate consumer behaviour and design data-driven marketing strategies.
Along with gaining analytical expertise, you will also engage in case study analysis, group discussions and PowerPoint presentations to gain comprehensive problem-solving skills, teamwork experience, and the ability to effectively communicate insights to diverse audiences.
Teaching and learning
The teaching delivery on this module consists of one hourly and one three hour workshop per week.
Lectures will cover all the key concepts and theories around data-driven marketing strategies, marketing analytics tools, big data, actionable insights advanced Microsoft Excel and GA4.
Seminars will be computer lab-based, providing you with hands-on experience in using analytical tools and applying your learning to real-world datasets The module focuses on generating actionable insights by translating complex consumer data into effective marketing strategies and campaigns.
Assessment
This module will be assessed by an individual report (70%) and a group presentation (30%).
30 credits
In this module you will work in cross-disciplinary teams to solve a real strategic challenge set by a London-based organisation. Applying the knowledge and skills developed throughout your programme, you will analyse complex business problems, evaluate evidence and develop practical recommendations for employers. Following a structured consultancy process, you will present your findings to a panel of academic and industry professionals, gaining valuable experience of collaborative problem-solving and professional communication. You will also complete an individual critical reflection, evaluating your contribution, considering different disciplinary perspectives, and identifying key insights to support your future professional development and leadership.
30 credits
In this module you will develop the knowledge, confidence and critical thinking needed to use artificial intelligence responsibly in professional settings. You will explore how AI works, understand its strengths and limitations, and evaluate AI-generated outputs with a critical perspective. Through hands-on projects using real AI tools, you will examine ethical issues such as bias, fairness and governance while considering discipline-specific challenges. You will also learn how to assess AI adoption, communicate complex AI concepts to non-specialist audiences, and make informed decisions in AI-augmented workplaces, drawing on real-world examples from London's leading industries and professional sectors.
These are the current planned modules on this course and may be subject to change.
Professional Experience Year
This course also offers the option of a Professional Experience Year. This programme combines dynamic career modules with flexible placement opportunities. After completing your first year of study, you'll then spend the next academic year completing your Professional Experience training as part of your degree. This will give you real career experience. This unique opportunity offers you distinct paths to build your expertise.
Skills
Gain the expertise you need to standout in today’s marketing marketplace.
The Roehampton MSc Global Marketing will give you the essential expertise of contemporary marketing theory and practice, equipping you with the strategic and operational marketing skills needed to succeed.
You’ll be introduced to the:
- Strategic, financial and operational context of management
- Digital marketing strategies
- Increasingly data-driven context in which business leaders operate
You will also learn how to leverage digital marketing and customer engagement strategies to achieve real impact on business objectives through marketing.
Professional Development Programme
Through this mandatory, co-curricular module, you’ll practice and enhance your core skills in the following areas:
- Presenting
- Critical writing
- Research
You’ll also work on negotiation techniques, developing the credibility of your arguments to give you the competitive edge.
Professional placement
If you want to apply academic theory to the real world of business before you graduate, you can also take an optional, paid placement in Year 2. Where possible, this will be tailored to your individual interests and career aspirations. But wherever your placement takes you, it will enable you to:
- Learn on the job
- Influence decisions
- Contribute to business development and projects
Professional accreditation
This programme is accredited to a CIM qualification. This CIM accreditation will provide you with the opportunity to be part of a worldwide community of members and enhance your employability by taking CIM globally recognised professional qualifications in your initial steps towards Chartered Status.
Learning
Choose an MSc that works for you.
Created in collaboration with industry-leading research and professionals, the Roehampton MSc Global Marketing has a global outlook – preparing you for the challenges of senior management within an international environment.
Working in high-spec facilities, like our Business Laboratory and new Bloomberg Trading Room, you’ll gain a critical understanding of:
- Corporate strategy
- Leadership
- Finanical performance management
Our research methods class will equip you with the knowledge and techniques needed to pursue empirical fieldwork of academic rigour, real world impact and practitioner relevance.
You’ll also have the chance to pursue a consultancy project with either a multinational corporation or a prominent SME in London.
The Roehampton Business School is a progressive and inclusive community, putting you at the centre of your learning journey. Recognising that our students have different personal circumstances, we limit on-campus teaching to a maximum of two days per week, enabling you to balance your studies with work, family, and other external commitments.
Block mode teaching
This course will be taught in dedicated blocks.
This innovative approach means that you will be taught in six-week blocks that focus exclusively on one module at a time. You will be able to fully immerse yourself in each topic and apply your learning effectively. There is also flexibility to join at any entry point within the cycle of this course.
Each module block includes eight teaching hours (lectures and practical workshops) each week, over two days.
- You can focus on one subject at a time, maximising your understanding, retention and application of knowledge
- Reduce the stress of juggling multiple subjects at once
- A clear timetable making it easier to balance academic commitments with personal life
- Dedicated days to delve into each topic without distraction
- Focus on one assessment at a time at the end of each block
- Eliminates the pressure of multiple end-of-term assessments
- Regular tasks are integrated into each block, ensuring timely feedback and continuous improvement
- A modern, practical way to learn that prepares you for your career goals.
- Induction week – you will be introduced to the subject, the course team and other students on the module
- Six weeks of teaching – deep dive into content led by subject experts, utilising research informed teaching, practical case studies, group work and hands-on projects
- Assessment week – each block will end with a focused assessment where you can apply your knowledge to real-world cases
Careers
Carve out your career on a global marketing stage.
With an MSc Global Marketing from Roehampton, youll emerge with the knowledge and skills to work in large multi-national corporations, global SMEs or specialisit marketing agencies. You could work in:
- Brand management
- Digital marketing planning
- Strategic marketing management
Whatever your aims or aspirations, our dedicated careers support team will be on hand to support you from day one, with personal coaching, CV and application writing, presentation practice, mock interviews, and networking opportunities.
And our optional professional placement in Year 2 is the perfect platform to make career-defining connections before you graduate.
Open days
Get a real taste of our campus, community and what it’s like to study at Roehampton
Applying
UK postgraduate students apply through our direct application system.
Course subject to curriculum enhancement and revalidation.
General entry requirements
International postgraduate students apply through our direct application system.
Course subject to curriculum enhancement and revalidation.
General entry requirements
Fees and funding
UK students
Tuition fees
| Entry date | MSc |
|---|---|
| September 2026 | £11,250 |
| January 2027 | £11,250 |
Prices shown are for the first year of your degree.
Professional Experience Year
Students enrolled on programmes including a Professional Experience Year will be charged a tuition fee for the Professional Experience Year. For students commencing the Professional Experience Year during the 2026/27 academic year, this fee is £2,500.
Tuition fees are reviewed annually and may be subject to change in subsequent academic years in accordance with the University’s Student Fee Payment and Enrolment Regulations.
Funding your studies
We also provide other ways to support the cost of living, including on-campus car parking, hardship support and some of the most affordable student accommodation and catering in London.
International students
Tuition fees
| Entry date | MSc | Extended Masters (1 Semester) | Extended Masters (2 Semesters) |
|---|---|---|---|
| September 2026 | £18,980 | £22,980 | £25,980 |
| January 2027 | £18,980 | £22,980 | £25,980 |
Prices shown are for the first year of your degree.
Professional Experience Year
Students enrolled on programmes including a Professional Experience Year will be charged a tuition fee for the Professional Experience Year. For students commencing the Professional Experience Year during the 2026/27 academic year, this fee is £2,500.
Tuition fees are reviewed annually and may be subject to change in subsequent academic years in accordance with the University’s Student Fee Payment and Enrolment Regulations.
Funding your studies
We also provide other ways to support the cost of living, including on-campus car parking, hardship support and some of the most affordable student accommodation and catering in London.
