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
November 2026
January 2027
March 2027
May 2027
July 2027
September 2027
Develop the strategic, analytical and digital skills to succeed in a changing global marketing environment.
Our MSc Global Marketing will give you a comprehensive understanding of global marketing strategy, consumer behaviour, marketing communications and analytics.
You’ll explore how political, economic, social and cultural factors influence marketing across international markets, and consider how digitalisation, artificial intelligence, sustainability and ethics are changing the way organisations understand and engage with consumers.
Throughout the course, you’ll apply your learning to real and simulated marketing challenges, helping you develop the critical thinking, decision-making and professional skills needed for a career in global marketing.
This course has entry points in September, November, January, March, May and July. See our Applying section for how to apply.
Did you know?
You’ll have access to professional marketing resources including WARC, Statista and Mintel, helping you work with the data, research and insights used by marketers to understand consumers and make informed decisions.
You’ll also put your skills into practice through the London Challenge, working with others to respond to a real strategic challenge set by a London-based organisation.
You can also take part in the Global Leadership Programme, helping you develop your leadership, communication and professional skills through lectures, workshops and networking opportunities.
This course is available as an extended masters for international students
Why study this course?
- Develop your understanding of global marketing strategy, consumer behaviour, marketing communications and analytics.
- Apply your learning to real and simulated marketing challenges through case-based and experiential learning.
- Work on a real strategic challenge set by a London-based organisation through the London Challenge.
- Develop your confidence using artificial intelligence responsibly and effectively through the AI Business Lab.
- Use professional marketing resources including WARC, Statista and Mintel to develop your research, analytics and digital skills.
- Study a course accredited by the Chartered Institute of Marketing (CIM).
- Develop your leadership, communication and professional skills through the Global Leadership Programme.
- Learn in dedicated blocks, allowing you to focus on one module at a time.
Professional accreditation
The MSc Global Marketing is accredited by the Chartered Institute of Marketing (CIM), the professional body for marketers.
Professional accreditation provides an important link between your academic studies and the marketing profession, demonstrating the relevance of the knowledge and skills developed throughout your degree.
This recognition can also support your continued professional development and progression towards CIM qualifications and Chartered Marketer status as you build your career in marketing.
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.
This compulsory module provides a common academic foundation for all PEY students. It focuses on career development, professional communication, workplace expectations, collaboration, digital capability, professional behaviours and reflective practice.
Following successful completion of Career and Professional Immersion, students will progress to one of two 30-credit professional experience modules:
- Professional Placement
- Group Internship Experience
Students undertake a minimum 30-week professional placement within an approved external organisation. The module focuses on sustained professional practice, application of postgraduate knowledge and skills, professional responsibility, workplace contribution, feedback and critical reflection.
Students undertake two sequential structured group internships across the professional experience period, responding to authentic organisational or industry challenges. The module focuses on collaborative professional practice, project management, research and analysis, client/stakeholder engagement, development of professional outputs, feedback and critical comparison of learning across the two internship experiences.
Careers
Prepare for a career in global, digital and data-informed marketing.
You will come away from the course with the strategic, analytical and professional skills to develop and implement marketing activity across international markets.
You could pursue a career in areas including:
- global marketing and international business development
- brand and product management
- digital marketing and campaign planning
- marketing communications
- marketing analytics and consumer insights
- account management and marketing consultancy
This could involve working for a multinational organisation, an internationally focused SME, a marketing agency, consultancy, charity or public-sector organisation. You could also use the skills developed on the course to grow your own or a family business.
Throughout the course, you’ll develop practical skills in:
- analysing global markets, competitors and consumer behaviour
- developing marketing communication and international growth strategies
- using marketing data and analytics to support decisions
- evaluating sustainability, ethics and the responsible use of AI
- presenting evidence-based recommendations to different audiences
- leading and collaborating effectively across cultures
Industry and professional exposure
You’ll work with real and simulated marketing challenges throughout the course, helping you apply your academic knowledge to professional situations.
In the London Challenge, you’ll work in a cross-disciplinary team to address a real strategic challenge set by a London-based organisation. You’ll analyse the problem, evaluate evidence and develop practical recommendations before presenting your findings to academic and industry professionals.
The AI Business Lab will also prepare you for an increasingly AI-enabled workplace. You’ll use real AI tools, examine issues including bias, fairness and governance, and develop the confidence to evaluate AI-generated outputs and communicate complex ideas to non-specialist audiences.
Professional development
Alongside your academic studies, the Professional Development Programme will help you strengthen your presentation, critical writing, research, negotiation, teamwork and professional communication skills.
These activities will help you communicate with confidence, develop credible arguments and prepare for recruitment and career progression.
You’ll also be supported by our careers services from the start of your course, with support including career planning, CVs and applications, interview preparation, presentations, networking and employer engagement.
Professional Experience Year
The optional Professional Experience Year gives you the opportunity to apply your learning in a workplace or professional project setting.
You can develop practical experience, contribute to organisational projects, build professional connections and strengthen your CV before completing your degree.
The Student Futures team is here to support you throughout your time at Roehampton and beyond.
They offer services tailored to your needs, helping you take confident steps towards your future.
You’ll have access to a wide range of career workshops and events, where you can engage with employers and develop the skills you need to succeed in the workplace.
These opportunities will help you build your CV, prepare for interviews, and connect with successful Roehampton graduates who are thriving in their careers. You’ll also be able to engage with our partners across London and beyond.
Wherever you want to go in the future, you'll be preparing for the world of work from your very first day.
#1 in London for postgraduate students
WhatUni Student Choice Awards 2026
Learning and assessment
How you’ll learn
Learn through practical, applied and globally focused study.
To develop your practical marketing knowledge and professional skills, you’ll learn through a combination of lectures, seminars, computer-based workshops, international case studies, group activities and applied projects, supported by a coaching approach.
You’ll work individually and in groups on realistic marketing cases involving areas such as:
- global marketing and strategic management
- consumer culture and digital behaviour
- marketing communications and campaign development
- marketing analytics and evidence-based decision-making
- sustainability, ethics and responsible AI
By working with real and simulated scenarios, you’ll develop your critical thinking, decision-making and problem-solving skills, as well as your ability to research and evaluate evidence.
You’ll also build your collaborative working, communication and professional judgement, helping prepare you for the challenges you may encounter in marketing roles.
Our lecturers and tutors use coaching techniques to support your learning. Through reflective questioning, structured feedback and personalised support, you’ll be encouraged to take ownership of your development and become a more confident, independent thinker.
Practical learning
Practical experience is embedded throughout the course.
The London Challenge gives you the opportunity to follow a structured consultancy process and solve a strategic challenge for a London-based organisation. You’ll work with students from other disciplines, develop evidence-based recommendations and present your findings to a professional audience.
In the AI Business Lab, you’ll explore how artificial intelligence can be used responsibly in professional environments. Through hands-on work with AI tools, you’ll consider their strengths and limitations and explore issues including ethics, bias, fairness and governance.
You’ll also use professional resources including WARC, Statista and Mintel to develop your research, marketing analytics and digital skills.
Block mode teaching
This course is taught in focused blocks, allowing you to study one module at a time.
Each block normally includes six weeks of teaching followed by an assessment period. This gives you time to explore each subject in depth, apply your learning and concentrate on one main assessment at a time.
On-campus teaching is normally limited to a maximum of two days per week, helping you balance your studies with work, family and other commitments.
During each block, you’ll:
- focus on one subject at a time
- explore each topic in depth through practical activities and case studies
- manage your workload through a clear block timetable
- receive regular formative feedback
- apply your learning to a focused and professionally relevant assessment
- build your knowledge and professional skills progressively throughout the course
How you’ll be assessed
Your assessments are professionally focused and designed to reflect the types of challenges you could encounter in the marketing industry.
You’ll be assessed through activities such as:
- case-based marketing scenarios
- industry-focused projects
- data and marketing analysis
- professional presentations
- individual and collaborative work
- critical reflection
Rather than simply testing what you know, assessments will require you to apply your learning, analyse evidence, develop practical solutions and communicate your ideas effectively.
The London Challenge will assess your ability to work collaboratively on a real organisational problem, communicate your recommendations to a professional audience and critically reflect on your contribution and development.
You’ll also have regular opportunities for formative assessment and feedback throughout each block, helping you understand what is expected and develop your work before your final submissions.
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 |
| November 2026 | £11,250 |
| January 2027 | £11,250 |
| March 2027 | £11,250 |
| May 2027 | £11,250 |
| July 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) |
|---|---|---|
| September 2026 | £18,980 | £22,980 |
| November 2026 | £18,980 | – |
| January 2027 | £18,980 | £22,980 |
| March 2027 | £18,980 | – |
| May 2027 | £18,980 | £22,980 |
| July 2027 | £18,980 | – |
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.
