Global Marketing Management
About the GMM Program
Our program focuses on the two market trends: Globalization and Digitalization. We provide an understanding of the advanced marketing research, digital consumers, and innovative marketing techniques needed to excel in the digital marketing field. Students will also receive a well-rounded understanding of the cultural, financial, geopolitical, and international economics and trade issues that affect activities and strategies related to the academic fields of international market research and selection, marketing strategies, planning, and management.
Considering the ever-increasing need for managers and business professionals to become fully aware of the many facets related to global marketing management, this discipline, and program, has emerged as a major area of study over the last few years. Such themes constitute an integral part of the curriculum, which is much sought after by hiring managers at international companies. Some of the key features of this program more specifically include analysis of international trade, economic free trade zones, embargoes on exports, and the tariff and non-tariff barriers being faced by international companies; the role of international organizations under; a look at the impact of COVID to global marketing management and strategies to mitigate challenges; and the inclusion of highly sophisticated marketing management games and simulations.
New to marketing? Do not worry! Our program will provide you both foundational and advanced knowledge. Gain the skill sets needed to be successful in future or current roles such as an International Sales & Marketing Coordinator, Digital Media Marketing and Design Consultant, Brand Manager, and more. Looking to start, or advance, in this industry? Students create products and use our simulation software to produce a successful digital marketing campaign and follow it through multiple iterations. Learn what marketing strategies will turn the most considerable profit as well as what the KPIs are for those campaigns, and impress future employers with your portfolio of work. Are you looking to interact with industry professionals? In courses such as E-commerce, local alumni visit our classrooms to network and provide industry insights with our students. We don’t just prepare you for a job; we equip you for a rewarding future in this diverse and evolving field.
Successful GMM candidates should have international experience, deep self-awareness, sensitivity to cultural diversity, humility, lifelong curiosity, cautious honesty, global strategic thinking, and presence, as well as be well-spoken, and have good negotiation skills. In addition, students should have a bachelor’s degree or the equivalent, and an upper-division GPA of 3.0 or higher. Candidates without the aforementioned academic background should be prepared for intense coursework in these fields. We welcome early- or mid-career professionals who want to advance up the job ladder, mid-career globally-focused leaders who need better international business and marketing skills to improve their business and marketing strategy development and management, as well as applicants with no work experience.
We offer a Master of Science in Global Marketing Management and a Graduate Certificate in Global Marketing Management, both in on-campus and online formats.
Master of Science in Global Marketing Management
Students in the Master of Science in Global Marketing Management (MSGMM) program at Boston University’s Metropolitan College benefit from a solid academic core in marketing complemented by state-of-the-art classes in areas with a critical impact on the field—including e-commerce, financial and economic analysis, project management, product and service development, and data analysis. Students obtain a broad understanding of the marketing research, decision-making, and advanced marketing techniques needed to excel in the global marketing field. Boston University’s master’s in Global Marketing Management also provides a well-rounded understanding of the cultural, financial, geopolitical, and international economics issues that affect activities and strategies related to international commerce and importing/exporting.
Students who complete the master’s degree in Global Marketing Management will be able to demonstrate:
- An understanding of critical and innovative thinking, a perspective on global business, skills in enhanced communication and project leadership, as well as the technical tools and techniques necessary for business decision-making. Students will also have the knowledge and skills necessary to engage in international import/export transactions and a broader range of global economic operations, including NGO, government, and business activities.
- An understanding of the unique aspects of different regions of the world and how they are positioned for global markets.
- The skills necessary to conduct market research to assess customer needs as well as the ability of the firm to meet those needs through the development of new products and services.
- An appreciation of the complexity of global production and distribution.
- Comprehension of the complexity of international commerce to include financial analysis, law, and regional competitiveness.
- Specific marketing skills and marketing concepts, such as social media marketing, reputation management, and data analytics, that can help update marketing operations.
- The skills and abilities necessary to operate globally with an understanding of cultural differences, global marketing and research strategies, and regional adaptions.
- The skills necessary to design and strategically manage various evolving forms of digital media, and engage in a broad range of innovative marketing techniques.
- Knowledge and expertise of international marketing and management necessary to successfully compete in the global economy.
- The ability to understand and analyze a variety of socioeconomic environments, and formulate competitive marketing strategies.
- Facility in performing sophisticated market research and analysis through the application of a broad range of innovative marketing techniques and analytics, in order to seize major market opportunities.
Course Credits: 40 (4 Core, 4 Specialization Courses and 2 Elective Courses)
Length of Course: 12-20 Months (On-Campus students have the option of completing the course in 12 months)
Offering: Online and On-Campus
Graduate Certificate in Global Marketing Management
The Global Marketing Management graduate certificate at Boston University’s Metropolitan College introduces innovative marketing concepts, focusing on Internet-enabled approaches combined with the marketing skills necessary for today’s highly competitive and international environment. You will learn Internet-based marketing skills such as web design, SEO, and SEM, and develop an appreciation for the power of social media. Through partnerships with universities around the world, the program offers a truly unique opportunity to take online courses in English with MBA students worldwide, learning about marketing and business in Latin America, Europe, the Middle East, and Asia. In our specially designed international course series, you will learn from partner university professors while engaging with students employed in the region’s corporations. The certificate is truly an exciting opportunity to learn the new marketing skills necessary for competition in today’s highly sophisticated web environment—while engaging with fellow students around the globe.
Students who complete the Graduate Certificate in Global Marketing Management will be able to demonstrate:
- Understanding of opportunities offered by the internet and various digital business strategies and technologies.
- The technical skills to be able to write and put into operation enterprise internet strategy.
- Skills and abilities necessary to operate in a global environment and use a broad range of innovative marketing techniques.
- Specific marketing skills and related marketing concepts, including social media marketing.
- The knowledge necessary to optimize websites for various search engine functions, and engage in a broad range of innovative marketing techniques.
- Knowledge and expertise of international marketing and management that enables successful competition in the global economy.
Course Credits: 16(4 Specialization Courses)
Length of Course: 8 Months (On Campus students have the option of completing the course in 8 months without Internship)
Offering: Online and On Campus
Students who apply for a second master’s degree are eligible to waive the application fee and may also request that their application materials (including references and transcripts) be forwarded from the first application to the second. Upon acceptance to the second master’s degree, credit transfer may be applied for up to 8 credits. The following options are secondary specializations that Students may consider.
The MS-GMM requires a total of 40 credits. All students must satisfy the degree core courses, specialization requirements, and electives as indicated. Waived courses from the core or specialization areas must be replaced by an elective course in order to meet the 40-credit-hour requirement.
To learn more on application deadlines click here.
METAD632 Financial Concepts
Introduction to the concepts, methods and problems of accounting and financial analysis. Includes accounting principles, measurement and disclosure issues, financial statement analysis, time value of money, cash flow projection and analysis, capital budgeting and project evaluation, bond and equity valuation, cost of capital and capital structure. 4 cr. Effective Fall 2021, this course fulfills a single unit in each of the following BU Hub areas: Quantitative Reasoning II, Critical Thinking.
METAD642 Project Management
The course explores modern project management by providing an enterprise- level, experiential view of the discipline focused on connecting projects to the organization's mission, vision, and values. The theme of the course is applying key project management tools and techniques, through case-based group work, which will help students identify, analyze, and develop practical proposals to real-world issues. Groups select, plan, report, and then present on their project's scope, schedule, cost, risk, quality, and communications elements using tools such as the WBS, network diagram, PERT estimate, Gantt chart (including the use of MS Project), risk register, and heat map. Students also gain familiarity with important new concepts in project management: Agile frameworks, actionable sustainability thinking, and Benefits Realization Management, all of which will be important for their success not only in other graduate courses, but as they lead projects for their organizations so as to provide lasting, triple-bottom-line value. The course is aligned with the latest PMBOK? Guide from the Project Management Institute.
METAD715 Quantitative and Qualitative Decision-Making
Explores decision making and policy formulation in organizations. Includes goal setting and the planning process, rational models of decision making, evaluation of alternatives, prediction of outcomes, cost-benefit analysis, decision trees, uncertainty and risk assessment, and procedures for evaluation of outcomes.
METAD741 The Innovation Process: Developing New Products and Services
Addresses the specifics of new product and service development and fostering innovation and technology to increase performance. Topics include generating and screening initial ideas; assessing user needs and interests; forecasting results; launching, and improving products and programs; bringing innovation to commercial reality.
The course provides a detailed examination of the history of e-commerce, along with important concepts related to the ways that businesses can successfully use Internet and Web technology. Students are introduced to the concepts and problems associated with electronic commerce. Topics include comparison of e-commerce procedures, payment mechanisms, applications in different industry sectors, security, the challenges of starting and maintaining an electronic business site, as well as a comparison with traditional business practices. The development of a WordPress-themed website is a minor feature of the course. 4cr.
METAD655 International Business, Economics, and Cultures
This course considers macroeconomic factors of relevance to the firm: aggregate economic activity, cyclical movements, and fiscal and monetary policies. The course reviews the problems of decision-making relating to demand, production, costs, market structure, and price, and provides an analysis of the interplay between governments, economic systems, labor, and multinational corporations (MNCs). Topics include: the basis for the existence, organization, and growth of MNCs; a comparison of major economic and government systems; areas include the impact on the firm's business transactions and trade due to taxation, regulation, legal environments and labor influences. This course additionally investigates the relationship between the interaction of national culture and development. Topics range from developing nations' rain forest and species management to pollution generated by developed nations. Culture, policy, and development are also discussed in relation to the impact of the business interactions (agriculture, fishing, technology transfer, etc.) among developing and developed nations.
METAD737 Innovative Marketing Techniques
This course will provide you with the theoretical understanding of the Internet marketplace necessary to adapt to its many changes, while also equipping you with the skills you'll need to perform vital daily functions. The course includes discussions of both B2B and B2C and looks at marketing and communications from an integrated, business-wide perspective. The goal is to appreciate principles and practice of online marketing. Topics include integrated innovative marketing strategy, search engine marketing, email marketing, and social media. 4cr.
METAD856 Market and Economic Research and Analysis
This course will provide a comprehensive discussion of market and economic research and analysis, their key concepts, process description, qualitative and quantitative techniques for market research and data analysis, and application scenarios. Students will gain an appreciation for some of the breadth and depth of this subject and its significance for the business enterprise -- both from start-up entrepreneurship as well as an established business organization. The structure of the course is based on the six steps of the market research process: problem definition, development of an approach to the problem; research design formulation; fieldwork and data collection; data preparation and qualitative and quantitative analysis; report preparation, and presentation.
Select two additional Administrative Science graduate-level courses (8 credits) with advisor’s approval.
METAD654 Marketing Analytics
Become familiar with the foundations of modern marketing analytics and develop your ability to select, apply, and interpret readily available data on customer purchase behavior, new customer acquisition, current customer retention, and marketing mix optimization. This course explores approaches and techniques to support the managerial decision-making process and skills in using state-of-the-art statistical and analytics tools. Students will have an opportunity to gain basic understanding of how transaction and descriptive data are used to construct customer segmentation schemas, build and calibrate predictive models, and quantify the incremental impact of specific marketing actions.
METAD688 Web Analytics for Business
Explore web analytics, text mining, web mining, and practical application domains. The web analytics part of the course studies the metrics of websites, their content, user behavior, and reporting. The Google analytics tool is used for collection of website data and doing the analysis. The text mining module covers the analysis of text including content extraction, string matching, clustering, classification, and recommendation systems. The web mining module presents how web crawlers process and index the content of web sites, how search works, and how results are ranked. Application areas mining the social web and game metrics will be extensively investigated.
METAD755 Doing Business in North America
Students are introduced to the latest requirements, techniques, procedures, and practices for successfully 'Doing Business in North America'. Emphasis is placed on managing in the most competitive business environment in the world; preparing, implementing, and maintaining sustainable international business transactions and operations. We begin with a description of driving forces and starting conditions for being a competitive and sustainable business enterprise including the role of the market integration in the NAFTA region. Included is consideration of corporate market entry strategies such as import and export agreements and transactions, contractual agreements, strategic alliances, and direct foreign investments. Factors of risk management, business continuity management, and performance management (on project and corporate levels) are considered. Regional policies, international trade development, opportunities in international trade development, and forward- looking challenges are examined. All participants attend live online lectures, partake in discussion boards and complete a group term project involving business simulation. The project is developed in stages (decision rounds) throughout the term and teams compete during each stage.
METAD760 International Trade and Logistics
Techniques and procedures for conducting international trade. The course focus is practical. Topics include operations, government agencies and import/export channel networks, and the evaluation of international opportunities. Designed to provide students with the skills and tools necessary for international trade.
METAD763 Multinational Finance and Trade
Prereq: MET AD731
Applies the concepts of corporate finance to the problems of multinational financial management. Major topics include private and public institutions, foreign exchange rates, capital flows, speculation, analysis of alternative foreign investments, analysis of sources and uses of corporate funds abroad, multinational tax and profit planning, international risk analysis, and capital budgeting.
METCM726 Strategic Brand Solutions
Explores the impact of current advertising/marketing issues from business, economic, political, social, legal, and ethical perspectives. Modified case method, with lectures from experts on selected issues.
The graduate certificate in GMM
Format: On-campus, Online.
A total of 16 credits is required.
Before starting a certificate course, students are required to submit a certificate application and evidence of a bachelor’s degree from a regionally accredited institution (or the international equivalent).
A 3.0 GPA is required for certificate award, and no course with a grade below B- may be credited toward the certificate.
To learn more about class schedule click here.
The Administrative Sciences department faculty and staff provides academic support and development opportunities to you throughout your career as a student in our program. The College offers a wide range of services that are focused on helping you to be successful in the classroom and prepare you for a career after college. You will have an opportunity to participate in:
- Webinars that describe the program and your potential study plan
- Communication with your program advisor
- Registering for classes at orientation
- I-20 and Student Visa for international students