Master of International Marketing Curriculum

A career-driven curriculum

Employers want graduates who are job-ready. We’ve designed our curriculum so that you don’t just study abstract theory. You also get hands-on experience. Our innovative curriculum is based on three components, “Learn, Experience, Action Project”—LEAP.

Courses

During the first nine months of your program, you’ll take the courses required to build an in-depth knowledge of your subject, master the theory behind essential topics, and work on real-world case studies. 


Electives

In your last two modules, you can choose from a wide range of electives and specialize in a particular field of interest, developing a concentration of knowledge and skills in that area.  


Project

Work on a real-world Action Project on behalf of a global company, non-profit, or fast-growing enterprise. Advised by a mentor, teams compete with one another over six weeks to develop a strategy for a real business client. 


Course content

The Master of International Marketing courses are organized to teach you in-depth theory and knowledge for the first nine months. Everything you have learned is then put to the test in your final, real-world Action Project. For an in-depth description of the course content you can download our program course booklet.

Toolbox

Foundations
September

Individual Skills

Team Skills

Managerial Skills

Marketing in a Global Business Context

Toolbox Accounting & Toolbox Mathematics

Module A

Fundamentals
October - December

Understanding the Customer

New Product Development

Digital Marketing & Social Media

Module B

Advancement
January - February

Advertising

Sales

Marketing Analytics

Module C

Mastery
March - April

Pricing Strategy

PR & Corporate Communications

Module D

Concentration
May - June 

Electives 1 & 2

Choose electives that help develop a concentration of knowledge and skills in a particular area of interest. You have the option of taking the electives on Global Rotation. Here is a sample of some of the elective courses on offer:
• Solutions Marketing
• Strategic Brand Management
• Business-to-Business Marketing
• Foreign Market Entry Strategy
• Digitizing Your Business
• Digital Marketing Optimization
• User Experience Design
• Business Creativity from Digital Leadership

Please note that electives are subject to availability, and different electives are offered on different campuses.

Consulting Methods for Action Project

Global Rotation

Choose to “rotate” to one or two other campuses during Modules D and E and take electives as you gain firsthand experience of business and cultural practices in another country.

Module E

Global Application
July - August

Action Project

Choose your project, form your team, meet the organization you’ll be working with, and be assigned the business challenge you’ll be working to solve over the next six weeks.

*Choose to participate in your Action Project at your home campus or on Global Rotation.

Global Rotation

Choose to “rotate” to one or two other campuses during Modules D and E and take electives as you gain firsthand experience of business and cultural practices in another country.

Optional Project Management Specialization

Project Management Specialization

You can choose to take additional project management courses worth 6 credits.

Our Project Management Specialization will equip you with the technical and people skills required to manage major projects for multinationals, family businesses, and NGOs. It’s designed to give you the wide range of skills needed in planning, organizing, securing, and managing resources to meet business objectives.

The demand for skilled project managers is urgent and growing. About 80 percent of all major projects fail to meet expectations because of cost overruns or substandard quality, and less than 20 percent are completed on time. Strong project management can mean the difference between businesses that thrive and those that fail.

Note: Curriculum is subject to change of courses or sequencing.

The LEAP method

Our degree programs are designed following the LEAP method: “Learn, Experience, Action Project”. This integrated approach to learning enables you to put classroom theory into practice through real-world business experience.

1. Learn

Start your Master degree by learning theory and business fundamentals in the classroom. We use the case study method to illustrate how business principles are applied in practice, and our professors encourage thought-provoking class discussions to facilitate the exchange of ideas and the sharing of experiences. We provide you with the theory, tools, terminology, and trends to give you a broad perspective on business.

Professor with students

2. Experience

Translate theory into practice with insights from our faculty with real-world experience, panel discussions with industry experts, exclusive networking opportunities, and company visits. Dialogues with prominent business leaders offer valuable insights into how executives make decisions in a fast-moving, competitive environment with imperfect information. Hear firsthand from executive speakers on the choices they’ve made, the mistakes they’ve made, and tips on securing a dream job.

Speakers and guests have global leader credentials and have included the likes of Biz Stone, Steve Forbes, senior executives from the Real Madrid Football Club on the economics of running one of the world’s largest sports franchises, the former CTO of Hewlett-Packard and “Innovation Guru” Phil McKinney on game-changing innovation. Our Visionary Speaker Series has featured some of the brightest minds in business. Global Rotation gives you the opportunity to experience the international value chain in person, meeting venture capitalists in San Francisco, advertisers in Boston, and retailers in London.

Action project

3. Action Project

Work on a real-world project on behalf of a global company, non-profit, or fast-growing enterprise. Advised by a mentor, small teams of students compete with one another to develop a strategy for a real business client. Over a period of six weeks, each team will consult with company managers to make a business case to develop an innovative idea. Each team will present its recommendations to a senior company leader. Our Action Projects are designed to emphasize innovation and growth. Though the scope of Action Projects varies, most projects focus on the primary challenge facing a company: identifying new pathways for growth

Action Projects

How it works

We place you in small teams and assign each team to a global company, non-profit, or fast-growing enterprise to help solve a real business problem they face. At all of our international campuses, we have created partnerships with major corporations and leading business executives, and you’ll work intimately with a senior executive in charge of the company’s growth and development.


Over six weeks, your team will meet with the company executive several times as you come up with a fully-fledged plan for growth. You’ll be guided through the process by one of our world-class consulting coaches who will act as a mentor. Each team will present their final proposal to a group of executives from the organization. Action Projects are tailored to the subject focus of each Master program, so Master of International Marketing students will develop innovative marketing strategies for the organizations they work with.

Focus on innovation and growth

Innovation is key to sustaining a competitive advantage and driving growth. Our Action Projects are based on the theme of “Innovation and Growth” and target the most important and difficult problem facing every company: identifying new pathways for growth. In solving this problem, our students can take advantage of some of our distinct strengths: our global presence, a diverse student body, and world-class leaders in the field of innovation.

Gain exposure to senior leaders

Presenting to the senior management of a major corporation is an exciting conclusion to a life-changing year. The project gives students the opportunity to develop solutions to the pressing challenges of major corporations and to receive feedback from senior business leaders. The companies we work with also benefit from crowdsourcing new ideas and insights from diverse international teams with students from over 140 countries.

Graduation

Girl smiling at graduation

Graduation

Whether you choose to graduate on your home campus or rotation campus, you’ll mark your achievement and welcome the next phase of your global career with a series of ceremonies and events. Receive your degree in a formal commencement ceremony as an inspiring Keynote speaker addresses your class.