This class provides you with an understanding of strategies for selecting, entering, developing and leaving international markets. This covers motivations for internationalisation, market selection decisions, market entry modes and market divestment, considering small, medium and large firms. The theoretical context of international business underpins class discussions.

By the end of the class you'll have a grasp of the main theories of international marketing, and be able to apply these to support decision making and strategy in foreign market entry and development.

This introductory class covers key tools and theories used within marketing management. Moving through the Marketing Planning Process, you will learn how to undertake market evaluation, make informed decisions and implement strategies to succeed in competitive markets.

By the end of this class, you should be able to apply marketing knowledge in a management capacity to develop and defend marketing plans.

This class provides you with an understanding of the principal concepts of consumer behaviour. This acknowledges the central role of consumers in marketing strategy but expands beyond traditional buyer behaviour to explore ‘having’ and ‘being’ as value formation processes that influence the way we feel and live.

By the end of this class, you should be able to analyse consumer behaviour, drawing on theoretical constructs and models to analyse and explain consumption across a range of contexts.

This class provides a detailed understanding of brand theory and application of key brand strategies. Class content is rich in branding theory, and you'll put the theory to practice applying key branding applications to major global brands. You'll gain a clear appreciation of the role of brand strategy within the corporation’s operating plan. This will entail consideration of environmental factors causing changes to the structure and composition of the brand portfolio as well as discussion of conceptual issues surrounding the strategic roles of brand management.

By the end of the class, you'll have the skills required to manage effectively in a global brand environment.

This class explores sustainability and the role of marketing in society as an agent of change. Marketing has a substantial role to play in tackling the biggest challenges in our society, and in particular, driving societal discourse and market change towards the attainment of the Sustainable Development Goals (SDGs). A number of different techniques are explored to identify and exploit vectors for change through different approaches to understanding market systems, targeting key stakeholders to drive change, and marketing tactics for reshaping market, organisational and consumer behaviour.

By the end of the class you should be equipped to challenge marketing roles, particularly around product – service development, business models, positioning and communication, to engage in greater levels of sustainability.

This class provides you with practical skills required to design and lead research in marketing. This builds on the need to understand the market, competitors and customers and the role of secondary, qualitative and quantitative research in doing so. Underpinned by the Marketing Research process, students will move through problem formulation, research design, data collection, data analysis and presentation of findings.

By the end of the class, you should be able to utilise a range of traditional and digital data collection methods to address marketing problems, devise solutions and assess outcomes.

Given the rapid rise of artificial intelligence (AI) as a transformative force in how we work, live, and create value, this class explores its growing role in marketing. You will examine key concepts within the marketing AI ecosystem, including strategy, ethics, regulation, and the idea that AI can perform a range of tasks through multiple intelligences. The class also looks at how AI creates new value-creation opportunities across the marketing mix and considers the future of AI-enabled marketing. In response to shifting job markets, where some roles are becoming redundant while new AI-supported opportunities emerge, you will gain the knowledge and skills needed to navigate these changes, in line with the University of Strathclyde’s commitment to useful learning.

By the end of this class, you will be equipped with the theoretical insight and practical skills needed to navigate and thrive in a world where AI is playing an increasingly influential role in marketing.

This class emphasises the need to adopt a different approach when marketing services rather than products. Services represent more than a quarter of all world trade and the world market for services is growing at more than twice the rate of the product sector. Many companies producing products are turning to service to provide their differentiation.

By the end of this class, you'll recognise that services present unique challenges. Understanding this will enable you to build customer relationships through quality service, which is fundamental to marketing success in every organisation.

This class covers the key strategic and operational aspects of export marketing. It situates export marketing within the wider spectrum of foreign market entry modes and justifies the selection of export modes from amongst a wider range of options. You'll build knowledge and understanding of a variety of driving forces behind selecting export modes and gain a better understanding of the international dynamics that influence companies export performance in different sociocultural contexts.

By the end of the class, you'll be able to prepare export marketing plans, building on readiness to export, operating conditions, behaviour and export strategy.

This class explores central consumer behaviour theories in a cross-cultural perspective. You will develop an understanding of the importance of culture. Marketers increasingly operate in global and multicultural contexts, and the key to managing this is a thorough understanding of both the similarities and differences in consumer needs and desires across different cultures.

By the end of the class, you'll have an understanding of consumer behaviour theory and research that is sensitive to cultural dynamics, which is critical for any international marketing strategy.

This class explores how marketing principles are applied within one of the world’s largest and most dynamic service industries. Focusing on international tourism contexts, you will examine how destinations, tourism organisations, and global travel brands engage audiences, build competitive positions, and create value in increasingly complex and sustainability-driven markets. Through applied, problem-based learning and real-world scenarios, the class emphasises consumer insight, destination branding, digital responsiveness, and responsible marketing practice.

By the end of this class, you should be able to analyse tourism markets, apply core marketing concepts to real-world tourism challenges, and develop evidence-based marketing strategies that balance commercial, social, and environmental considerations.

The Dissertation offers you an opportunity to study, in depth, a specific area of the MSc of your own interest.

Working individually, you'll be expected to conduct a literature review, develop an appropriate research methodology, undertake empirical research and present findings with implications for international marketing theory and practice. You will be assigned a supervisor from the Department to oversee progress. Key academic skills development is embedded and supported throughout the dissertation. Key skills development is embedded and supported throughout the dissertation.

The Marketing Works (Industry Project) provides you with a challenging organisation-based, action-learning opportunity to advise a company on a marketing problem or opportunity.

You will consult your client organisation with the objective of delivering realistic recommendations which, if implemented, could reasonably be expected to help generate strategic marketing plans. You will be expected to consult relevant theory, design and execute appropriate data collection and analysis, and present key outcomes and recommendations to the client. You'll be assigned a supervisor from the Department to oversee progress. Key academic skills development is embedded and supported throughout the dissertation.