MSc International Fashion Marketing

The global fashion industry is valued at over two trillion dollars and represents one of the largest economies in the world.* With the growth of digital advancements and consumer power, the international fashion world is in the market for transparent, ethical and customer-driven strategies.

Answering the call for specialist graduates with disciplines in both fashion and marketing, the MSc International Fashion Marketing has been redeveloped alongside industry to bring you the practical, technical expertise that you need to compete and thrive in this dynamic industry.

* McKinsey and the Business of Fashion, The State of Fashion 2017

GCU fashion graduates have gone on to succeed in a range of organisations around the world securing employment in digital and traditional roles of marketing and communications, buying and merchandising, media planning, brand and social media management and sales in companies such as Tiffany & Co, ASOS, Zalando, Hackett, Coach, Jaeger, Marks and Spencer, Moss Bros, TK Maxx, Eventual: Shared VR and Perry Ellis.

You'll become part of a niche but diverse student community, experiencing a truly international working environment, learning from peers and teaching staff from around the world, gaining real insight into the similarities and differences in approaches to fashion marketing and consumers globally and taking part in live industry projects as part of the course.

You will develop:

  • a deeper understanding of the real world issues that affect the fashion industry from a UK and global perspective
  • responsible decision making and ethically driven behaviours
  • creative skills in key fashion marketing areas, such as branding, communications, consumer insights through visual presentations, videos and workshops
  • finely-honed practical application of knowledge led by professional engagement with industry

Your masters experience is enhanced by workshops and guest speakers. You'll have the opportunity to undertake an industrial engagement activity and participate in an international study trip as part of the course, both of which provide excellent networking opportunities and a chance to keep your practical skills sharp during your postgraduate study.

Download the Programme Specification for a detailed breakdown of its structure, what you will learn and other useful information.

Study Options

  • 2019/20


Mode of study


Start date



Full Time
16 Months
20 Jan 2020
GCU Glasgow
Award Mode of study Duration Start date Location  
MSc Full Time 16 Months 20 Jan 2020 GCU Glasgow Enquire Apply

Study Options

  • 2020/21


Mode of study


Start date



Full Time
16 Months
18 Jan 2021
GCU Glasgow
Full Time
1 Year
14 Sep 2020
GCU Glasgow
Award Mode of study Duration Start date Location  
MSc Full Time 16 Months 18 Jan 2021 GCU Glasgow Enquire Apply
MSc Full Time 1 Year 14 Sep 2020 GCU Glasgow Enquire Apply

All entry requirements listed here should be used as a guide and represent the minimum required to be considered for entry. Applicants who are made a conditional offer of a place may be asked to achieve more than is stated.

Typical entry requirements

UK honours degree 2:2 (or equivalent) in any subject area.

English language

Academic IELTS score of 6.0 (or equivalent) with no element below 5.5.

Please note: if you are from a majority English speaking country, you may not be required to provide further proof of your English Language proficiency.

Additional information

Other academic and vocational qualifications

Each application to GCU is considered on an individual basis. If you do not have the typical academic entry qualifications, but can demonstrate relevant work experience and/or credits from recognised professional bodies, you may be eligible to enter this course via the University's Recognition of Prior Learning scheme.

International pathways

Entry options for international applicants

If you are an international applicant and do not meet the academic requirements above you may be eligible for an International Graduate Diploma or Pre-sessional pre-masters programme at INTO Glasgow. Based in our Glasgow campus, successful completion of an INTO course with the required grades provides you with a guaranteed conditional offer of a place on this degree.

The tuition fees you pay are mostly determined by your fee status. What is my student fee status?

Tuition fees 2020/21

Home: £6,000
RUK: £6,000
EU: £6,000
International: £13,500

Tuition fees 2019/20

Home: £5,500
RUK: £5,500
EU: £5,500
International: £12,980

Fees are subject to change and published here for guidance only. Fees and refund policy.

As a student at the University, there are additional fees and costs which may or may not apply to you, but that you should be aware of.

View additional costs


We provide high-quality education for a fair price; as the University for the Common Good, we are committed to offering accessible higher education for talented students by keeping our tuition fees low and providing a generous scholarship package of over £2.5 million per year.

View our Postgraduate scholarships.

A Santander fee scholarship of £5,000 is available to study a full time Masters level programme at GCU. Find out more.

Contemporary Issues in International Fashion Marketing

You will develop the knowledge and skills to critically examine contemporary international themes within the dynamic and fast-paced business of fashion, while gaining an understanding of sustainable and ethical practices in the marketplace. As part of this module you will have the opportunity to participate in an international study trip which allows you to explore the fashion market in a real-world context.

Strategic Fashion Brand Management

You will study the theoretical concepts of branding and learn the importance of building and managing sustainable fashion brands. This module explores the challenges brands face when operating in a dynamic global business environment and equips you with the strategic tools required to develop successful brand management strategies. Our professional workshop series includes digital tools that will challenge and enhance your creative competencies.

Omnichannel Fashion Communication

The complexity of contemporary marketing communications is explored as we highlight the importance for fashion brands of transmitting a relevant, consistent image and message through an integrated marketing communication strategy. You are encouraged to emulate practitioner activity through industry-standard assignment briefs designed to be both creatively and commercially challenging.

Ethics, Governance and Responsible Leadership

By examining the private, public and social enterprise sectors, you'll be equipped with a set of analytical tools and concepts to drive responsible decision-making, whilst highlighting the difference between compliance and ethically driven behaviours. You will gain a theoretical and practical understanding of real-world issues, from a UK and global perspective, and learn from the PRME related principles and the Common Good attributes which are central to this module.

Consumer Behaviour in Fashion

Central to the marketing concept is the need for companies to gain an understanding of the issues that influence and shape behaviour in different environments and contexts. You will learn to incorporate local, European and global aspects of consumer behaviour in fashion, and analyse the importance of understanding consumers when formulating a marketing strategy in a digital marketplace.

Fashion Buying, Merchandising and Logistics

This module gives an overview of the process of buying, merchandising and logistical functions within a fashion organisation by discussing each step from product concept through to delivery of a customer proposition on the shop floor. We include a project with an established fashion company, where you are responsible for buying and merchandising activities, giving you experience in a real-world context.

International Fashion Marketing Planning and Strategy

This module uses the technique of active learning to prepare and enable you to work confidently in a marketing environment, as your skills and knowledge are tested through participation. You will be able to critically analyse and evaluate market opportunities in an international context, in preparation for a career in a senior marketing position.

Applied Professional Practice

With a focus on self-reflection, in this module you will develop your professional competence by undertaking a professional engagement activity. The link between this module and the Ethics, Governance and Responsible Leadership module will reinforce the significance of ethical and responsible decision making and leadership within your future career.

Masters Research Project

The final element of the course is the Masters Research Project which provides you with an opportunity to design and undertake a piece of original research. You will apply methods and theories that are commonly used within international fashion marketing and with the support of internationally published literature demonstrate best practice in this field.

This course is accredited by the Chartered Institute of Marketing (CMI).

It has also been awarded EPAS accreditation by the European Foundation for Management Development (EFMD). EFMD is an organisation that promotes excellence in management development internationally and accredits courses throughout the world that meet the high-quality standards it sets for delivery of courses.

Find out more about EPAS accreditation.

For new international students, particular care is taken around our induction events which begin on 13 September 2019 to welcome you to the UK and GCU prior to the start of teaching. There will be a whole host of fun and informative activities taking place during this period, including campus tours, city tours and social events where you can meet other international students. Where possible, we encourage you to arrange travel to allow you to arrive in time to enjoy these.

Find out more about international life at GCU.

Assessment methods aim to test subject knowledge, independent thought and creativity. Methods include coursework assessments through individual as well as group work. For example, a live project with an established fashion retailer, a branded visual essay project, presentations, a simulation game assessment, blogs, a communications pack and essays.