国际市场营销硕士是国外大学商学院研究生专业中比较重要的一个专业，大多数家长和学生对该专业的教学内容及未来发展方向并不了解，下面我将以英国伯明翰大学该专业的专业概述、发展方向、必修课程、以及课程详情为大家做详细介绍。
专业概述：
不同的国家和文化在市场营销方面都有各自的挑战。因此，介绍一种产品或服务需要敏感、理解和尊重。本硕士课程面向所有对国际市场营销这一充满活力的领域感兴趣的专业毕业生。这是一项转换计划，适用于以前没有市场营销知识或经验，但希望在全球市场环境和跨国家和文化的市场营销挑战的背景下，特别探讨市场营销的理论、原则和实践的申请者。
发展方向：
职业发展建议:职业回顾和目标设定、求职策略、简历审查、应用程序的建议、面试及甄选建议、在英国工作、国际查询工作。
必修课程：
Contemporary Issues in International Marketing当代国际营销问题
Cross-Cultural Communication跨文化交际
International Marketing Strategy国际营销策略
Marketing Management营销管理
Marketing Research市场营销研究
Research Dissertation研究论文
The International Marketing Context国际营销环境
（该专业有选修课程要求，具体详情请参考英国伯明翰大学官方网站）
必修课程详情：
1、Contemporary Issues in International Marketing当代国际营销问题
本单元将从多元文化与跨学科的角度，结合国际行销的观点，探讨当代国际行销所面临的挑战。与主题领域最新出版物有关的主题以及国际营销框架和概念的演变性质。因此，学生必须进行广泛的独立阅读，并讨论自己对指定阅读材料的理解。该模块的内容将探讨出口业绩测量和评估方面的最新发展;民族中心主义和世界主义的概念;原产地效应、品牌来源与品牌名称的变化关系心理距离对国际营销决策的影响、国际营销中文化感知的演变等。本模块旨在通过质疑根深蒂固的概念和方法，帮助学生寻找论文主题。它将为批判性思维、分析和科学推理技能的进一步发展创造环境。
This module introduces reflection and debate about contemporary challenges to international marketers by bringing together culturally diverse and interdisciplinary perspectives on international marketing. Topics associated with the latest publications in the subject area and the evolving nature of international marketing frameworks and concepts. Thus students will have to do extensive independent reading and discuss their own interpretation of the assigned reading materials.
The content of the module will explore the recent developments in export performance measurement and assessment; the notion of ethnocentrism and cosmopolitanism; the changing relationship between country-of-origin effects, brand origin and brand names; the impact of psychic distance on international marketing decisions, the evolution of the cultural perceptions in international marketing, etc. This module will be designed so as to assist students in their quest for dissertation topics by questioning entrenched concepts and approaches. It will create an environment for further development of skills in critical thinking, analysis and scientific reasoning.
2、Cross-Cultural Communication跨文化交际
本课程旨在培养学生的人际及跨文化沟通技巧，以提高学生在多元文化团队中工作及在国际商业环境中担任经理的效率。学生将发展对文化、文化差异、文化价值、信仰和假设的理解，以及有效的跨文化交流的好处和障碍。该模块将高度实用，并探讨文化差异如何影响集团效益，营销谈判，营销沟通，以及个人的表现和印象。该模块将以学生自身的文化背景为基础，对所有形式的交流进行对比分析，包括语言、非语言、书面和专业交流。
This module aims to develop interpersonal and intercultural communication skills to improve the effectiveness of students when working in multi-cultural teams and when becoming managers in an international business environment. Students will develop an understanding of culture, cultural differences, cultural values, beliefs and assumptions, and the benefits and barriers of effective intercultural communication. The module will be highly practical and explore how cultural differences can impact on group effectiveness, marketing negotiations, marketing communication, and personal presentation and impression. The module will use students' own cultural background as the basis for contrastive analysis across all forms of communication, including verbal, non-verbal, written and professional.
3、International Marketing Strategy国际营销策略
本模块以学生对市场营销的基本理论、原理和实践的理解，以及市场营销人员在国际环境中面临的挑战为基础。模块探索国际市场营销和业务策略之间的接口,使学生批判性地评估并获得实践经验的营销有助于开发、实施和监测的组织策略和影响国际营销环境的变化决定和性能。
This module builds on students' understanding of basic marketing theory, principles and practice and of the challenges facing the marketer operating in an international environment. The module explores the interface between international marketing and business strategy, enabling students to critically evaluate and gain practical experience of the way in which marketing contributes to the development, implementation and monitoring of organizational strategy and of the impact of changes in the international environment on marketing decisions and performance.
4、Marketing Management营销管理
市场营销管理模块探讨了在任何组织中进行的市场营销任务的规模和范围，这些组织在一系列环境中与其利益相关者交换价值。营销任务在很大程度上取决于公司所处的环境。因此，该模块强调了营销管理流程如何根据组织是在业务到业务、服务还是业务到消费者领域中运作而变化。确定了营销管理任务的异同，并根据营销实际情况，对营销管理理论、工具、技术和流程进行了适当的回顾。本课程将探讨营销与战略管理的关系，以及企业在国家和国际环境、竞争和其他利益相关者的背景下确定方向的方式。它将从业务和消费者的角度看待客户，以及目标市场的识别方式。
The marketing management module explores the scale and scope of the marketing task undertaken within any organisation which exchanges value with their stakeholders in a range of environments. The marketing task is heavily dependent upon the context in which the firm operates. Thus, the module highlights how the marketing management process might shift according to whether the organisation operates in business to business, service or business to consumer arena. Similarities and dissimilarities in the marketing management tasks are identified and appropriate marketing management theories, tools, techniques and processes are reviewed in terms of their appropriateness, contingent on the marketing situation. Topics covered will explore the relationship marketing has with strategic management and the way the firm sets direction in the context of national and international environments, competition and other stakeholders. It will look at customers from business and consumer perspectives and the way in which target markets are identified.
5、Marketing Research市场营销研究
这个模块讨论信息和研究在市场营销中的重要作用。为了做出市场决策，例如应该开发和销售什么产品，应该使用什么策略来促销产品，正确和最新的信息是必不可少的。为了获得这一信息，需要进行市场营销研究。在这个模块中，学生将学习如何按照一个循序渐进、系统的市场调研过程来进行市场调研项目。完成这个过程需要做出许多重要的研究决定。例如，应该采用什么样的研究设计，应该使用什么样的方法来收集原始数据，应该使用什么样的抽样技术，以及应该达到什么样的最小样本量。通过不同的课程主题，学生也将被教授必要的知识和概念，以作出这些研究决定。该模块将通过一个大规模的案例研究，标准的讲座和一些课堂练习和研讨会，教学生如何分析从市场调查报告收集的数据。
This module deals with the vital role of information and research in marketing. In order to make marketing decisions, such as which product should be developed and marketed and what strategies should be used to promote a product, correct and up-to-date information is essential. To acquire this information marketing research needs to be conducted. In this module, students will learn how to conduct a marketing research project following a step by step, systematic marketing research process. Going through this process involves making many important research decisions. For example what type of research design should be adopted, which methods should be used to collect primary data, what sampling technique should be used, and what should be the minimum sample size attained. Through different session topics students will also be taught the essential knowledge and concepts required to make these research decisions. The module will be conducted through a large scale case study, standard lectures with a number of class exercises and workshops to teach students how to analyse the data collected from a marketing research report.
6、Research Dissertation研究论文
研究论文是学生将所学知识和对研究方法及研究技能的理解应用于实践的机会。通过论文的教学部分，使学生对学位论文的研究概念有一个基本的了解，包括各种研究哲学、研究设计方法的范围和研究伦理。本课程旨在培养学生正确运用定量和定性方法的能力，以及对定性和定量数据进行分析的能力。
The Research Dissertation is the opportunity for students to apply their knowledge and understanding of research methods and their research skills in practice. Students are prepared for this task via the taught component of the dissertation which aims to provide students with a fundamental understanding of the concepts of research for academic dissertations, including the various research philosophies, the range of approaches to research design and the ethics of research. It aims to provide students with the ability to determine the appropriate use of quantitative and qualitative methods, and the capability to perform analysis of qualitative and quantitative data.
7、The International Marketing Context国际营销环境
本模块介绍了国际营销环境的理论和实践，具有历史和制度背景，案例和应用。它的目的是帮助学生理解和分析国际环境中的营销决策。支撑该模块的关键概念和当代问题包括全球化、组织考虑和运营决策。该模块利用各种框架来分析和确定企业在其外部环境中营销职能的动态变化。识别关键有害因素(政治、经济、社会和技术)用于为未来的营销环境构建潜在的场景。概念技术的混合被用来提高对环境变化的认识;利用效率、质量、客户响应和创新等关键业务驱动因素，探索组织对外部环境的潜在响应。在课程中使用案例研究是一个关键的特点，以证明如何将所教授的材料与规划、组织和控制目标联系起来，并为指导业务成功提供基础。
This module provides a theoretical and practical introduction to the international marketing environment, with historical and institutional background, cases and applications. It's designed to help students understand and analyse the international environment in which marketing decisions are made. Key concepts and contemporary issues underpinning the module include globalisation, organisational considerations and operational decisions.
The module draws on various frameworks to analyse and identify the dynamics of the marketing functions of business within its external setting. The identification of key PEST (Political, Economic, Social and Technological) factors is used to build potential scenarios for the future marketing environment.
Mixtures of conceptual techniques are used to raise awareness of change within the environment; and the potential organisational response to the external environment is explored using the key business drivers of efficiency, quality, customer responsiveness and innovation.
The use of case studies in sessions are a key feature to demonstrate how the material taught can be used to link to planning, organisational and control objectives and provide the basis for directing business success.
以上即是英国伯明翰大学国际市场营销硕士International Marketing (Taught)专业具体内容；希望根据以上该专业的介绍，同学们能结合自身未来的发展方向，更快更好的选学校及专业！（专业课程设置详情学校每年有所调整；该专业最新课程详情请参考英国伯明翰大学官网）
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