Key information
Accreditation:
This course is Accredited
Study mode and duration
- 1 year full-time (September start)
- 2 years part-time (September start)
- 15 months full-time (January start)
Showing content for section Overview
Overview
Business is now conducted on a global scale. This means organisations need marketing professionals with an international mindset and the ability to have an impact wherever in the world they operate.
You can take this course if you have a keen interest in marketing and meet our entry requirements, regardless of your original undergraduate degree subject.
On this MA International Marketing Master's degree course, you'll build business acumen while you develop a comprehensive and rigorous understanding of international marketing practice.
You'll learn about core marketing theories and models, and cover topics such as global marketing strategy, international brand communications, social media marketing, and web analytics.
When you graduate, you'll have knowledge, skills and experience necessary to develop marketing strategies for international businesses, making you an invaluable hire for any organisation. You could use your qualification to work abroad and in organisations engaged in business across international boundaries and cultures.
Accreditation
The Chartered Institute of Marketing (CIM) is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners.
The University of Portsmouth has joined forces with CIM to give students the opportunity to gain professional qualifications through the CIM Accredited Degree partnership. CIM qualifications are highly sought after by employers, and their content is reflected in our own degrees which ensures we are equipping students with the best opportunities for a successful marketing career.
The University of Portsmouth has earned business accreditation from the AACSB in recognition of the outstanding quality of its business and management education. Less than six percent of the world's schools offering business degree programs hold AACSB business accreditation.
Eligibility
This course accepts UK, EU, and International students.
Course highlights
- Get a grounding in marketing principles and theories
- Study all aspects of marketing including branding, social media marketing and consumer analytics
- Learn about how globalisation has increased the connection between business, markets, people and information across different countries and cultures
- Improve your knowledge of different cultures and nations, to make yourself a more effective member of the international marketing community
- Apply what you learn, as you learn, including working with the local business community
- Develop transferable skills you can apply in all areas of your life, such as critical thinking, independent research, teamwork, verbal and written communication, analytical thinking and ethical practice
- Benefit from the experience of guest speakers from a range of backgrounds – past speakers on similar courses include Jo Pabari (Director of Good Stuff Consulting and marketing consultant for Heineken, PepsiCo, Heinz and Twinings) and Emma Searle (Head of Digital at Verb Brands, a leading digital agency for luxury and premium brands)
- No exams, with assessments through presentations, assignments and projects
You may also obtain additional qualifications that will boost your CV, via online training for qualifications such as Google Analytics.
Contact information
Contact AdmissionsEntry requirements
Eligibility
This course accepts UK, EU, and International students.
MA International Marketing Master's degree entry requirements
Qualifications or experience
- A second-class honours degree or equivalent professional experience and/or qualifications.
English language requirements
- English language proficiency at a minimum of IELTS band 6.5 with no component score below 6.0.
If you don't meet the English language requirements yet, you can achieve the level you need by successfully completing a pre-sessional English programme before you start your course.
Qualifications or experience
- A second-class honours degree or equivalent professional experience and/or qualifications.
English language requirements
- English language proficiency at a minimum of IELTS band 6.5 with no component score below 6.0.
If you don't meet the English language requirements yet, you can achieve the level you need by successfully completing a pre-sessional English programme before you start your course.
Course costs and funding
Tuition fees (January 2025 start)
Fees subject to annual increase.
- Full-time: £12,000
- Part-time: £6,000 per year
(including Transition Scholarship)
- Full-time: £12,000
- Part-time: £6,000 per year
- Full-time: £17,900
- Part-time: £8,950 per year
Tuition fees (September 2025 / January 2026 start)
Fees subject to annual increase.
- Full-time: £12,600
- Part-time: £6,300 per year
(including Transition Scholarship)
- Full-time: £12,600
- Part-time: £6,300 per year
- Full-time: £17,900
- Part-time: £8,950 per year
University of Portsmouth graduates may receive a 20% alumni tuition fee discount.
Fees are subject to annual increase. Read our tuition fees terms and conditions.
You'll be able to pay your fees in instalments. Find out how to pay your tuition fees.
Tuition fees terms and conditions
Funding your studies
Find out more how to fund your studies, including the scholarships and bursaries you could get. You can also find more about tuition fees and living costs, including what your tuition fees cover.
If you're a UK student, you may be eligible for a Government postgraduate loan, which you can use to help with course fees and living costs.
Applying from outside the UK? Find out about funding options for international students and our international student scholarships.
Loans, scholarships and bursaries
Browse funding such as the Government Postgraduate Loan, our scholarships for new and returning students, and subject specific loans.
Funding for international students
Learn more about sponsorships, scholarships and loans for students applying from outside of the UK.
Fees and funding for Master's courses
Explore Master's funding options, including loans, scholarships, bursaries and more.
Additional costs
These course-related costs aren't included in the tuition fees, so you'll need to budget for them when you plan your spending. Additional costs could include:
- Accommodation: Accommodation options and costs can be found on our accommodation pages.
- Recommended reading: You can borrow key texts from the library and if you choose to purchase these texts they may cost up to £60 each.
- General costs: Such as photocopying, memory sticks, printing charges, binding and specialist printing. We suggest budgeting £75 per year.
- Final project transport or accommodation: where necessary, which related to your research activities. The amount will depend on the project you choose.
Read more about tuition fees and living costs, including what your tuition fees cover.
Modules
Each module on this course is worth a certain number of credits.
You need to study modules worth a total of 180 credits.
Full-time
Core modules
The dissertation serves as a culmination of the knowledge and skills acquired throughout the marketing program, allowing students to explore a specific area of interest in-depth. This module provides the framework, guidance, and support necessary to undertake original research, critically analyse findings, and communicate results effectively.
Using key analytics tools and live data, you will learn to identify data sources, apply consumer behaviour theories, communicate insights, and evaluate the benefits and limitations of analytics data. The module develops your proficiency in drawing together information and translating analytics into actionable insights for managers.
You will gain in-demand skills to unlock the value of data for competitive advantage.
You'll learn key ESG concepts and frameworks to evaluate organisations' ethical and sustainability practices. Then, you'll use real-world case studies to analyse how leading companies communicate ESG efforts to diverse stakeholders like investors, consumers, employees and NGOs.
By the end of the module, you'll be ready to make informed strategic decisions that consider long-term sustainability and ethics.
In the dynamic world of marketing, research is a cornerstone for making informed decisions, understanding customer behaviour, and staying competitive.
Through this module, students will explore a wide range of research methods and tools tailored to the marketing field.
Through hands-on experience with leading platforms and real-world cases, you will learn to create and manage campaigns, understand target audiences, maximize ROI, and maintain consumer trust.
By the end of the module, you will be able to justify decisions using theories, evaluate data, differentiate platforms, and consider legal, ethical and cultural contexts for responsible social media marketing.
You'll analyse the global marketing environment, marketing opportunities and strategic options and the global marketing mix.
You will discuss the roles and applications of marketing communications, and the processes of planning, developing and evaluating marketing campaigns in an international context.
The module also covers interrelationships between marketing communications, culture and society, alongside ethics.
Ultimately, you will critically appraise diverse international marketing activities, conceptualise communications theories, analyse real-world campaigns, and clearly communicate complex issues and solutions.
Students will address a specific area of marketing need, in line with their degree specialisation. The module is structured around marketing agency concepts, with regular client and team meetings replacing seminars. Learning is supported by a set of lectures and seminars. Students will develop skills in teamwork, client management and presenting and analysing marketing data, and learn how to integrate marketing concepts from across their degree studies. As well as equipping them with project management concepts, skills and tools.
Part-time
Core modules
Using key analytics tools and live data, you will learn to identify data sources, apply consumer behaviour theories, communicate insights, and evaluate the benefits and limitations of analytics data. The module develops your proficiency in drawing together information and translating analytics into actionable insights for managers.
You will gain in-demand skills to unlock the value of data for competitive advantage.
In the dynamic world of marketing, research is a cornerstone for making informed decisions, understanding customer behaviour, and staying competitive.
Through this module, students will explore a wide range of research methods and tools tailored to the marketing field.
You'll analyse the global marketing environment, marketing opportunities and strategic options and the global marketing mix.
You will discuss the roles and applications of marketing communications, and the processes of planning, developing and evaluating marketing campaigns in an international context.
The module also covers interrelationships between marketing communications, culture and society, alongside ethics.
Ultimately, you will critically appraise diverse international marketing activities, conceptualise communications theories, analyse real-world campaigns, and clearly communicate complex issues and solutions.
Core modules
The dissertation serves as a culmination of the knowledge and skills acquired throughout the marketing program, allowing students to explore a specific area of interest in-depth. This module provides the framework, guidance, and support necessary to undertake original research, critically analyse findings, and communicate results effectively.
You'll learn key ESG concepts and frameworks to evaluate organisations' ethical and sustainability practices. Then, you'll use real-world case studies to analyse how leading companies communicate ESG efforts to diverse stakeholders like investors, consumers, employees and NGOs.
By the end of the module, you'll be ready to make informed strategic decisions that consider long-term sustainability and ethics.
Through hands-on experience with leading platforms and real-world cases, you will learn to create and manage campaigns, understand target audiences, maximize ROI, and maintain consumer trust.
By the end of the module, you will be able to justify decisions using theories, evaluate data, differentiate platforms, and consider legal, ethical and cultural contexts for responsible social media marketing.
Students will address a specific area of marketing need, in line with their degree specialisation. The module is structured around marketing agency concepts, with regular client and team meetings replacing seminars. Learning is supported by a set of lectures and seminars. Students will develop skills in teamwork, client management and presenting and analysing marketing data, and learn how to integrate marketing concepts from across their degree studies. As well as equipping them with project management concepts, skills and tools.
Changes to course content
We use the best and most current research and professional practice alongside feedback from our students to make sure course content is relevant to your future career or further studies.
Therefore, course content is revised and regularly reviewed. This may result in changes being made in order to reflect developments in research, learning from practice and changes in policy at both national and local levels.
How you'll spend your time
We recognise that you'll probably be juggling more demands when you do your Master's degree, as you may be working or you may have family responsibilities.
We'll give you as much indication here as we can of how much time you'll need to be on campus and how many hours you can expect to spend in self-directed study, but please note that these indications are always subject to change. You should receive your full timetable several weeks before you start with us.
A typical week
Teaching on this course takes place from Monday to Wednesday. You'll typically spend 30–40 hours a week studying if you're a full-time student, or 15–20 hours a week if you study part-time.
This includes approximately 12 hours a week in scheduled teaching activities if you study full-time, or approximately 6 hours a week if you study part-time. The rest of your study time is self-directed, with support from staff when you need it. This includes activities such as reading books and journals, preparing presentations, undertaking assignments and group work, and practising your skills using Google Analytics and other applications
Teaching
Teaching methods on this course include workshops – a session where you learn and apply theory in an interactive manner.
You can access all teaching resources on Moodle, our virtual learning environment, from anywhere with a web connection.
Assessment
You’ll be assessed through coursework including presentations, assignments and projects. There are no exams on this course.
You’ll work on your Marketing Agency Project with other students to solve a client’s marketing problem and start working on your Dissertation Project with support from a supervisor.
Full details of assessment can be found in the modules section.
Term dates
September start
The Master's academic year runs from September to the following September. There are breaks at Christmas and Easter. Over the summer you'll be writing your project / dissertation.
January start
Courses that start in January have the same amount of teaching as September-start courses, but they normally run over a longer time period.
January-start courses normally run between 14–18 months, beginning in January and ending in the spring / summer of the following year. There are breaks at Christmas, Easter and in the summer. In the last few months you’ll be writing your project / dissertation.
Career development
Countries such as India, China and Japan now among the world's top 10 economies, while Mexico and Brazil are expected to enter the top 10 by 2050 (The World in 2050, PWC).
This has led to a high demand for marketing professionals who have the ability to work effectively across cultures, regions and countries.
Marketing opportunities exist across all industry sectors – private, public and voluntary. These can range from the financial, consumer and information technology industries to not-for-profit organisations, such as charities, local government and higher education institutions.
Roles you could work in when you graduate include:
- International market researcher
- Marketing campaign officer
- International marketing executive
- Public relations account executive
- Marketing consultant
- Social media manager
You'll also be able to pursue further studies at postgraduate or research level, or set up your own businesses with help and support from the University.
After you graduate, you can get help, advice and support for up to 5 years from our Careers and Employability service as you advance in your career.
Work experience and career planning
During the Marketing Agency module, you'll have the opportunity to work alongside clients from the local community, giving you a taste of working in the industry.
We can also help you identify placements, internships, voluntary roles and freelancing opportunities that will complement your studies and build your CV.
Career support
You'll benefit from:
- Networking events
- Regular emails from the Career Ready Programme sharing job opportunities, application tips and events
- Applied projects with companies such as IBM, Boeing and Hampshire County Council
- Workshops to enhance your employability skills
- Recruitment events including the Student and Graduate Opportunities Fair
- 1-to-1 appointments
- CV and cover letter advice
- Interview preparation and practice
- Support starting your own business
Supporting you
Master's study is more focused on independent learning than undergraduate study, but you'll get lots of support via video, phone and face-to-face from teaching and support staff to enhance your learning experience and help you succeed. You can build your personalised network of support from the following people and services:
Types of support
Your personal tutor helps you make the transition to independent study and gives you academic and personal support throughout your time at university.
As well as regular scheduled meetings with your personal tutor, they're also available at set times during the week if you want to chat with them about anything that can't wait until your next meeting.
In addition to the support you get from your personal tutor, you'll also have access to our student engagement officers. They can give you confidential, impartial advice on anything to do with your studies and personal wellbeing, and refer you to specialist support services if you need extra help or support.
The Maths Cafe offers free advice and help with maths skills in a friendly, informal environment. You can come to our daily drop-in sessions, develop your maths skills at a workshop, or use our online resources.
You'll have help from a team of study support tutors. Based within the Faculty of Business and Law, these tutors are familiar with the specific requirements your assignments and work closely with faculty academics. This means they can give you focused support with the specific study skills you need to be successful on your course. They're available face-to-face, by phone, email, and by video call.
They can help with:
- academic writing (for example, essays, reports, dissertations, projects and literature reviews)
- reflective writing skills
- critical thinking skills
- delivering presentations (including observing and filming presentations)
- understanding and using assignment feedback
- managing your time and workload
- revision and exam techniques
If you're a mature student, specialist support to help you return to learning is available.
During term time, Faculty Academic Skills Tutors (AST) are available for bookable 1-to-1 sessions, small group sessions and online sessions. These sessions are tailored to your needs.
Support is available for skills including:
- University study
- Getting into the right study mindset
- Note-taking and note-making skills
- Referencing
- Presentation skills
- Time management, planning, and goal setting
- Critical thinking
- Avoiding plagiarism
If you have a disability or need extra support, the Additional Support and Disability Centre (ASDAC) will give you help, support and advice.
Library staff are available in person or by email, phone, or online chat to help you make the most of the University’s library resources. You can also request one-to-one appointments and get support from a librarian who specialises in your subject area.
The library is open 24 hours a day, every day, in term time.
Our online Learning Well mini-course will help you plan for managing the challenges of learning and student life, so you can fulfil your potential and have a great student experience.
You can get personal, emotional and mental health support from our Student Wellbeing Service, in person and online. This includes 1–2–1 support as well as courses and workshops that help you better manage stress, anxiety or depression.
If you require extra support because of a disability or additional learning need our specialist team can help you.
They'll help you to
- discuss and agree on reasonable adjustments
- liaise with other University services and facilities, such as the library
- access specialist study skills and strategies tutors, and assistive technology tutors, on a 1-to-1 basis or in groups
- liaise with external services
If English isn't your first language, you can do one of our English language courses to improve your written and spoken English language skills before starting your degree. Once you're here, you can take part in our free In-Sessional English (ISE) programme to improve your English further.
Joining us as an international student
You'll feel at home in our international community and our diverse city. You'll be joining over 5,000 international students from more than 150 countries who are studying with us.
Learn more about international student life and how we can help you with visas, applications, arrival and settling in.
Apply
Unlike undergraduate applications, which go through UCAS, applications for this Master's course are made directly to us.
There's no deadline for applications to this course. We accept applications right up until the start dates in September and January, as long as there are places available. If you wait until your start month to apply, you may find that the course is full.
If you're applying as an international student, remember that you'll need to leave plenty of time to get your visa organised.
You can find more advice about applying in our Master's application checklist. International students and current students and recent graduates of the University of Portsmouth also have some different application options, which are detailed below.
Extra information for international students
If you're an international student, you can apply directly to us using the same application form as UK students.
You could also get an agent to help with your application. Check your country page for details of agents in your region. To find out what to include in your application, head to the how to apply page of our international students section.
If you don’t meet the English language requirements for this course yet, you can achieve the level you need by successfully completing a pre-sessional English programme before you start your course.
Ready to apply?
Starting in January 2025
Starting this course in January is for full-time study only.
Starting in September 2025
Starting in January 2026
Starting this course in January is for full-time study only.
I'm a current Portsmouth student, or a recent Portsmouth graduate
If you're currently in your final year of study at Portsmouth, or you graduated since July 2024, you're eligible to make a fast track application. You'll have:
- a shorter application form to complete
- access to the 20% Alumni fee discount
- a guaranteed conditional offer, for most Master's courses
After you apply
Once we receive your application, we may ask you for further information. We will then either make you an offer or suggest alternatives if your application is unsuccessful.
You'll usually get a decision within 10 working days, so you shouldn't have to wait too long. Some courses have an interview stage – we'll let you know if you need to prepare for one.
Learn more about how we assess your application.
Admissions terms and conditions
When you accept an offer to study at the University of Portsmouth, you also agree to abide by our Student Contract (which includes the University's relevant policies, rules and regulations). You should read and consider these before you apply.