International Strategic Marketing MSc

Marketing meeting with tablet and charts

This specialist programme will provide students with a detailed understanding of contemporary marketing principles, techniques and trends from an international perspective and will promote an appreciation of how these are utilised in strategic marketing planning.

Key facts

Why this programme

  • You will develop the ability to analyse, evaluate and manage market opportunities within an international context and prepare for a career in both large and smaller enterprises.
  • You will have the opportunity to attend networking events and guest speaker lectures by business leaders. Previous speakers have included the head of Amazon UK, Microsoft Scotland, and senior managers from a range of industries.
  • You will gain an in-depth understanding of current issues and controversies in the global business environment.
  • The University of Glasgow Adam Smith Business School celebrates the legacy of Adam Smith by developing enlightened and enterprising graduates and internationally-recognised research with real socio-economic impact.
  • The School is an accredited member of the Association to Advance Collegiate Schools of Business (AACSB International).

Programme structure

You will take a series of core and optional courses, followed by a substantial independent piece of work, normally in the form of a dissertation. There will be an emphasis on active learning experience in multi-cultural groups. Reflecting, evaluating and presenting are commonplace and facilitated at every stage by simulations, real life case studies and scenario investigations, all regularly supported by an electronic learning environment. You will be given the opportunity to pursue in-company projects and business simulations and participate in career development sessions involving essay and exam answering workshops, CV writing sessions, interview simulations, careers advice shops and job market analysis meetings.

Core courses

  • Consumer behaviour
  • Global business environment
  • International strategic management
  • Managing across cultures and comparative management
  • Marketing communications
  • Marketing ethics and society
  • Marketing planning and decision making
  • Services marketing
  • Strategic marketing management.

Sample optional courses

  • Advanced topics in marketing futurecast
  • Analytical problems in marketing futurecast
  • Business simulation
  • Export marketing
  • E-Marketing strategy
  • Internationalisation of SMEs
  • Sales management and techniques.

Background and aims

Who is the programme for?

This innovative, research-led degree, which in recent masters rankings is the top in Scotland and in the top 10 in the UK, will make you ready for a global future.  It is designed for graduates who have the skills and attributes to pursue careers in strategic marketing or business/market analyst roles within international and multinational organisations.

What will I get from this programme?

On the MSc International Strategic Marketing programme, you will foster a critical appreciation of relevant theoretical, methodological and technical source material from across the marketing discipline. You will cultivate analytical and interpretive abilities, which will enable you to integrate these with essential marketing management skills, relating to other management function and disciplines.

During the programme you will be introduced to the opportunities and requirements of International Strategic Marketing in a dynamic, networked and international economy, which will prepare you for the challenges of managing and undertaking marketing activities in culturally diverse, international and dynamic business settings.  By the end of the programme you will have developed a strategic approach to thinking and be able to relate decision making on marketing activities with other business functions including finance, procurement and product.

What our students say

Denis Tarasevich, Russia (2013/14)

'I have been interested in marketing for at least 5 years, have read a lot of books about it and know that I want to work in this field. The courses on this programme are very practical and applicable – all the examples and theoretical elements are up-to-date which makes the whole studying process very efficient. The teaching staff are very knowledgeable and famous in academic world. The professors are from different countries thus providing the students with broad understanding of international aspects of marketing. A Glasgow degree is highly welcomed around the world by the best employers. In Russia, this degree gives a unique competitive advantage both in terms of prestige and the quality of education.'

Xiao Xiao, China (2012-13)

 ‘I chose the University of Glasgow Adam Smith Business School because of its reputation and history, and its academic expertise. The various guest lecturers kept the programme interesting, by bringing fresh topics to the discussions. It has given me more professional marketing knowledge which would enable me to work in any marketing department in a company. Other than my studies, I enjoyed the different campus activities and the friendly people.’

Ling-Ya Yu, Taiwan (2012-13)

 ‘I studied at the Adam Smith Business School due to its good reputation and ranking. My course taught me useful and practical knowledge, and skills. Other than my studies, I attended lots of social events and found the people to be very friendly.’

Industry links and employability

Our programmes provide benefits for employers while enhancing the career prospects of our graduates. Graduates of our MSc programmes go on to work for employers like ABN Amro, Siemens, Citigroup, China Chamber of International Commerce, Atkins, and Procter & Gamble.


The Adam Smith Business School is one of an elite group of less than 1% of the world’s business schools that hold triple accreditation. The School is accredited by AACSB and EQUIS, with the MBA programme also accredited by AMBA. Triple accreditation is an internationally recognised benchmark that validates the credibility and performance of the Adam Smith Business School.

AACSB logo The AACSB Accreditation Process includes rigorous self-evaluation and peer-review elements. The Adam Smith Business School meets all of AACSB’s Accreditation Standards and was first awarded the accreditation in 2007.

Equis logoEQUIS accreditation is one of the most important benchmarks available to business schools worldwide. Institutions that are accredited by EQUIS must demonstrate not only excellence in teaching, the student experience, research and outreach, but also a high degree of internationalisation and interaction with the corporate world.

Entry requirements

for entry in 2016

2:1 Honours degree or non-UK equivalent (eg, a GPA of 3.0 or above) in Business and Management, Marketing or Commerce, or a relevant Social Science degree containing at least one quarter of all undergrauate credits in  Marketing and Economics.

This is a Specialist degree for students with a background in a relevant  field of study. Those who do not have such a background who would like to pursue further studies in the area of Marketing and/or Business Growth are advised to apply for MSc Management with Enterprise & Business Growth.

International students with academic qualifications below those required should contact our partner institution, Glasgow International College, who offer a range of pre-Masters courses.

English language requirements

For applicants whose first language is not English, the University sets a minimum English Language proficiency level.

International English Language Testing System (IELTS) Academic module (not General Training):

  • overall score 6.5
  • two sub-tests no less than 6.5, no sub-test less than 6.0
  • or equivalent scores in another recognised qualification (see below)

Common equivalent English language qualifications

All stated English tests are acceptable for admission for both home/EU and international students for this programme:

  • ibTOEFL: 92; no sub-test less than 20
  • CAE (Cambridge Certificate of Advanced English): 176 overall; two sub-tests no less than 176; no other sub-test less than 169
  • CPE (Cambridge Certificate of Proficiency in English): 176 overall; two sub-tests no less than 176; no other sub-test less than 169
  • PTE Academic (Person Test of English, Academic test): 60; no sub-test less than 59
  • Trinity College London Integrated Skills in English: ISEII at Distinction with Distinction in all sub-tests

For international students, the Home Office has confirmed that the University can choose to use these tests to make its own assessment of English language ability for visa applications to degree level programmes. The University is also able to accept an IELTS test (Academic module) from any of the 1000 IELTS test centres from around the world and we do not require a specific UKVI IELTS test for degree level programmes. We therefore still accept any of the English tests listed for admission to this programme.

Pre-sessional courses

The University of Glasgow accepts evidence of the required language level from the English for Academic Study Unit Pre-sessional courses. We also consider other BALEAP accredited pre-sessional courses:


What do I do if...

my language qualifications are below the requirements?

The University's English for Academic Study Unit offers a range of Pre-Sessional Courses to bring you up to entry level. The course is accredited by BALEAP, the UK professional association for academic English teaching; see Links.

my language qualifications are not listed here?

Please contact the Recruitment and International Office:


For further information about English language requirements, please contact the Recruitment and International Office:

Fees and funding

Tuition fees for 2016-17


Home and EU
Full time fee£9700
Full time fee£18900

Fees are subject to change and for guidance only


The University requires a deposit of £2000 to be paid by International (beyond the EU) applicants in receipt of an offer to this programme.

Funding opportunities

Career prospects

As a graduate you will have all the skills and attributes to pursue strategic marketing and business analyst roles with international and multinational organisations.

How to apply

We ask that you apply online for a postgraduate taught degree. Our system allows you to fill out the standard application form online and submit this to the University within 42 days of starting your application.

You need to read the guide to applying online before starting your application. It will ensure you are ready to proceed, as well as answer many common questions about the process.

Guide to applying online

Do I have to apply online for a postgraduate taught degree?

Yes. To apply for a postgraduate taught degree you must apply online. We are unable to accept your application by any other means than online.

Do I need to complete and submit the application in a single session?

No. You have 42 days to submit your application once you begin the process. You may save and return to your application as many times as you wish to update information, complete sections or upload additional documents such as your final transcript or your language test.

What documents do I need to provide to make an application?

As well as completing your online application fully, it is essential that you submit the following documents:

  • A copy (or copies) of your official degree certificate(s) (if you have already completed your degree)
  • A copy (or copies) of your official academic transcript(s), showing full details of subjects studied and grades/marks obtained
  • Official English translations of the certificate(s) and transcript(s)
  • Two supporting reference letters on headed paper
  • Evidence of your English Language ability (if your first language is not English)
  • Any additional documents required for this programme (see Entry requirements for this programme)
  • A copy of the photo page of your passport (Non-EU students only)

If you do not have all of these documents at the time of submitting your application then it is still possible to make an application and provide any further documents at a later date, as long as you include a full current transcript (and an English translation if required) with your application. See the ‘Your References, Transcripts and English Qualification’ sections of our Frequently Asked Questions for more information.

Do my supporting documents need to be submitted online?

Yes, where possible, please upload the supporting documents with your application.

How do I provide my references?

You must either upload the required references to your online application or ask your referees to send the references to the University as we do not contact referees directly. There is two main ways that you can provide references: you can either upload references on headed paper when you are making an application using the Online Application (or through Applicant Self-Service after you have submitted your application) or you can ask your referee to email the reference directly to See the 'Your References, Transcripts and English Qualifications' section of the Frequently Asked Questions for more information.

What if I am unable to submit all of my supporting documents online?

If you cannot upload an electronic copy of a document and need to send it in by post, please attach a cover sheet to it that includes your name, the programme you are applying for, and your application reference number.

You may send them to:

Recruitment & International Office
71 Southpark Avenue
G12 8QQ
Fax: +44 141 330 4045

Can I email my supporting documents?

No. We cannot accept email submissions of your supporting documents.

What entry requirements should I have met before applying? Where can I find them?

You should check that you have met (or are likely to have met prior to the start of the programme) the individual entry requirements for the degree programme you are applying for. This information can be found on the ‘entry requirements’ tab on each individual programme page, such as the one you are viewing now.

What English Language requirements should I have met before applying? Where can I find them?

If you are an international student, you should also check that you have met the English Language requirements specific to the programme you are applying for. These can also be found on the ‘entry requirements’ tab for each specific programme.

Further Information

Please see the Frequently Asked Questions for more information on applying to a postgraduate taught programme.

Guidance notes for using the online application

These notes are intended to help you complete the online application form accurately, they are also available within the help section of the online application form. If you experience any difficulties accessing the online application then you should visit the Application Troubleshooting/FAQs page.

  • Name and Date of birth: must appear exactly as they do on your passport. Please take time to check the spelling and lay-out.
  • Contact Details: Correspondence address. All contact relevant to your application will be sent to this address including the offer letter(s). If your address changes, please contact us as soon as possible.
  • Choice of course: Please select carefully the course you want to study. As your application will be sent to the admissions committee for each course you select it is important to consider at this stage why you are interested in the course and that it is reflected in your application.
  • Proposed date of entry: Please state your preferred start date including the month and the year. Taught masters degrees tend to begin in September. Research degrees may start in any month.
  • Education and Qualifications: Please complete this section as fully as possible indicating any relevant Higher Education qualifications starting with the most recent. Complete the name of the Institution (s) as it appears on the degree certificate or transcript.
  • English Language Proficiency: Please state the date of any English language test taken (or to be taken) and the award date (or expected award date if known).
  • Employment and Experience: Please complete this section as fully as possible with all employments relevant to your course. Additional details may be attached in your personal statement/proposal where appropriate.
  • References: Please provide the names and contact details of two academic references. Where applicable one of these references may be from your current employer. References should be completed on letter headed paper and uploaded on to your application.

Application deadlines

International applications (non-EU) deadline

There is high demand for places in the Adam Smith Business School. The University recognises that applicants from all geographical regions cannot complete and submit their applications at the same time and, to ensure fairness for international applicants, a two deadline process has been established:

  • Equal consideration deadline: 15 December 2015
  • Minority countries application window deadline: 31 March 2016

All international applications submitted before 15 December 2015 will be reviewed and processed normally with no priority given to any geographic region.

Between 16 December 2015 and 31 March 2016, priority will be given to applications which come from geographic areas which have been unable to submit applications before that point.

Please note that international applications received after 31 March 2016 may be considered for some programmes following a review of available places.

UK and EU Application Deadline

  • 22 July 2016

Classes start September 2016 and you may be expected to attend induction sessions the week before.

Application fee

A fee of £25 per application must be paid by all applicants to this programme. The application fee will be requested when you apply online and it can be paid using your credit or debit bank card.

Terms and conditions

The application fee is non-refundable so it is important that you check any specific entry requirements for the programme. If you are applying with qualifications from outside the UK then you should check the postgraduate taught entry requirements for your country: see International students: In your country

Applicants who are sponsored may have the application fee waived at the point of applying online. However if the sponsorship status changes before the student registers with the University and the student is self-funding the University reserves the right to invoice the student for the initial application fee.

Find out more about Application fees

Apply now