MSC IN STRATEGIC AND INTERNATIONAL MARKETING (MSIM)

Module Code	Module Name	Description
MSIM501	Strategic Marketing Management	The strategic marketing management process; market audit (the out-view, in-view, SWOT analysis, objectives setting); strategic options for organisations; aligning strategy to organisation’s environment—emerging markets, fast growing markets, maturing markets, and declining markets; strategies for competing in global markets—exporting, licensing, franchising strategies; multi-country strategy vs. global strategy; strategy implementation—culture and ethics, reward systems, reporting/communication systems, etc.; marketing strategy control—controls-pre-emptive.
MSIM502	Understanding Global Customers	Introduction to global consumer behaviour and the marketing concept; The global consumer research process; global market segmentation, targeting and positioning; consumer motivation; global consumer knowledge; global consumer beliefs, feelings, attitudes, and intentions; global environmental influences on consumer behaviour; family and household influences; perception and global consumer behaviour; personality, lifestyles and the self-concept; communication and consumer behaviour; The global consumer decision making process.
MSIM503	International Marketing Communications	Introduction to global consumer behaviour and the marketing concept; The global consumer research process; global market segmentation, targeting and positioning; consumer motivation; global consumer knowledge; global consumer beliefs, feelings, attitudes, and intentions; global environmental influences on consumer behaviour; family and household influences; perception and global consumer behaviour; personality, lifestyles and the self-concept; communication and consumer behaviour; The global consumer decision making process.
MFI509	Accounting for Managers	Financial accounting—introduction, recording business transactions, the statement of profit or loss, the statement of financial position, accounting standards (IFRS AND IPSAS), cash flow statements, financial statement analysis, comparison and interpretation; management accounting—the management accounting framework, cost-volume-profit analysis, budgeting and financial planning; public finance; auditing.
MSIM505	International Services Marketing	International services marketing—structure of economies, GATS, importance and characteristics of service, the services marketing mix; customer behaviour in international services marketing contexts; segmentation, targeting and positioning services in international markets; designing the service product; international marketing communications strategies for services; pricing policy and revenues in international service marketing contexts; international services marketing distribution policy; designing and managing service processes; balancing service demand and operations capacity; the service environment—the service scapes; Customer feedback and service recovery; Service quality, customer satisfaction and employee productivity.
MSIM506	Global Brand Management	Global brands, brand management and marketing strategy; theories of global brand equity, sustainable development and international competitiveness; nation branding, global brands and global competitiveness—measuring global brand equity; managing brands across geographic boundaries and market segments; brand resonance and the global brand value chain; choosing brand elements to build global brand equity; designing international marketing programs to build global brand equity; integrating global marketing communications to build global brand equity; leveraging secondary brand associations to build global brand equity; developing a global brand equity measurement and management system; measuring sources of global brand equity: capturing global customer mind-set; measuring outcomes of global brand equity: capturing global market performance; designing and implementing global branding architecture strategies; introducing and naming new products and brand extensions; managing global brands over time.
MSIM507	International Marketing Strategy	Introduction to global consumer behaviour and the marketing concept; The global consumer research process; global market segmentation, targeting and positioning; consumer motivation; global consumer knowledge; global consumer beliefs, feelings, attitudes, and intentions; global environmental influences on consumer behaviour; family and household influences; perception and global consumer behaviour; personality, lifestyles and the self-concept; communication and consumer behaviour; The global consumer decision making process..
MSIM508	Digital Marketing Strategy	This module equips students with skills to develop and implement effective digital marketing strategies. Topics include digital analytics, content marketing, social media, SEO, and paid advertising, focusing on leveraging digital channels to drive business growth and customer engagement.
MSIM509	Marketing Research	Marketing research in a global marketing environment—importance, issues, complexities and challenges; designing and implementing international marketing research project—the research process and report writing; primary and secondary data sources; establishing the comparability of multi-country data—comparability, validity and reliability; international marketing survey and non-survey data collection techniques; multi-country scales—issues in scale development; analysis of multi-country data; assessing differences in the structure of variables—cluster analysis, multidimensional scaling, regression analysis, factor analysis, confirmatory factor analysis, etc.; qualitative data analysis—manual and using software e.g. NVIVO, ATLASti, etc.
MSIM510	Advanced Marketing Analytics	Introduction to marketing analytics; pricing - estimating demand curves and using solver to optimize price; forecasting - simple linear regression and correlation, using multiple regression to forecast sales, forecasting in the presence of special event; modelling trend and seasonality; ratio to moving average forecasting method; using neural networks to forecast sales; what do customers want - conjoint analysis, logistic regression, choice analysis; customer value analysis; forecasting new product sales; retailing analytics; market basket analysis and lift; marketing communication performance analysis—advertising, personal selling, public relations, sales promotion, exhibitions, sponsorship, , direct marketing; internet and social marketing
MSIM570	Dissertation	The dissertation is a six-month research project of about 20000 words based on an agreed topic of supply chain management importance. Students initially write and submit an individual pure or applied research project proposal of 1500 to 3000 words that, if approved, they then implement. Each student is assigned an academic supervisor who will guide her to implement the research proposal and write up the dissertation.