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The world is a complex and interconnected place. Consumers today have diverse tastes and preferences, shaped by their cultures and local contexts. Take Netflix, for example. Initially focusing on the US market, they realised the potential of international audiences with a seemingly endless array of wants, needs and everything in between. Netflix eventually captured a dominant market share by tailoring content recommendations and subtitles and producing shows based on regional preferences.
Similarly, Domino’s success story in India proves the importance of cultural adaptation. They understood that Indians have a strong preference for vegetarian options and spicy flavours. Domino’s introduced a wider range of vegetarian pizzas with unique spice blends, catering to local tastes and becoming a major player in the Indian fast-food market. These examples highlight the importance of skilled professionals who understand the nuances of marketing across borders.
Enter SOAS University of London‘s MSc International Marketing programme. Designed by the School of Finance and Management, this programme, launching in September 2024, aims to transform students into marketing leaders equipped to excel in today’s international marketplace. It can be completed in one year full-time or two to three years part-time.
“The MSc in International Marketing at SOAS University of London stands out through its global approach to marketing education,” says Dr. Alberto Asquer. “The programme offers a variety of core and optional modules that reflect SOAS’s mission to provide a deep understanding of different cultures and markets worldwide. Students can tailor their studies to areas such as digital marketing, consumer behaviour, and business-to-business marketing.” Dr. Asquer is a Senior Lecturer of Public Policy and Management at SOAS University of London, with multiple publications under his name and active engagements with governments, companies and universities in the UK and abroad.
The MSc in International Marketing at SOAS is designed for those passionate about understanding the global market landscape and who aim to make a significant impact in the field. Source: SOAS University of London
The programme bridges the gap between theory and practice. You’ll gain a thorough understanding of international marketing’s history, theoretical foundations, and, most importantly, practical applications. This in-depth exploration equips you with a nuanced grasp of how global markets operate, how consumer behaviour varies across cultures, and the strategic importance of digital interactions in building a competitive edge in increasingly crowded marketplaces.
The forward-thinking curriculum covers international marketing’s historical context, providing a solid foundation for appreciating its current complexities and future trajectory. This blend of theoretical knowledge and practical skills ensures you understand marketing principles well so that you may experiment and apply them effectively. Marketing research forms a crucial component, with students learning to conduct comparative, cross-cultural research. This empowers you to tackle multifaceted global marketing challenges with confidence.
Beyond the classroom, you can undertake industry projects, refining transferable skills essential for success in any career today. From effective cross-cultural communication and negotiation to advanced research and analytical skills, you’ll be well-prepared to lead marketing initiatives in a globally integrated economy.
The MSc International Marketing programme further distinguishes itself through several key features. Firstly, it’s “the world’s university” offering a comprehensive curriculum meticulously designed to meet the demands of the global market. SOAS is home to today’s foremost experts in Asia, Africa and the Middle East, regions with many of the fastest-growing economies today.
The curriculum also acknowledges the growing influence of sustainability, technological advancements, and artificial intelligence (AI) in marketing. You’ll explore how these factors impact consumer culture and learn to integrate ethical considerations into your marketing strategies.
SOAS provides a robust support system for students, including academic advisors, business network seminars, student support services, and career advice. Source: SOAS University of London
SOAS provides a robust support system for students, including academic advisors, business network seminars, student support services, and career advice. Source: SOAS University of London
Building on SOAS’s reputation as a research-intensive university, the programme takes a research-based approach to education. Students gain a robust understanding of identifying and capitalising on marketing opportunities by linking marketing theory to practice through various methodologies — case studies, computer simulations, and traditional lectures. This way, students are equipped with the knowledge and skills necessary to thrive in the dynamic world of international marketing.
“An additional feature of the MSc is the option for students to study languages as part of their degree. With choices ranging from Mandarin, Japanese, and Korean to Arabic, Hindi, Indonesian, and Swahili, this opportunity prepares students for a competitive edge in the global market,” says Dr. Asquer.
The best part? You’ll study in London, arguably Europe’s most cosmopolitan capital. This environment offers a rich backdrop for students to explore and practise international marketing concepts. From internships and practical projects that offer hands-on experience to career guidance and industry seminars, students gain the resources and connections needed to flourish professionally.
“London’s position as a hub for leading marketing companies and brands provides an unmatched competitive landscape for careers in international marketing. SOAS leverages this location by inviting speakers from the industry, enriching the student experience with real-world insights,” says Dr. Asquer.
The result? Graduates who are confident to pursue many careers, ranging from strategic marketing roles in multinational corporations to brand management positions with global reach.
Learn more about the MSc International Marketing.
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