M.S. International Fashion Marketing

Master the sustainable business of fashion, using integrated marketing to deliver systemic change and profitable sustainability.

The business of fashion is in the process of a radical transformation. New leaders are needed who can thrive on the challenges of globalization, new technologies and increasing (and justified!) demands for the industry to make a more positive impact on the environment and society. The unique Master’s in International Fashion Marketing program at Glasgow Caledonian New York College (GCNYC) is for people who want to take a truly global, interdisciplinary and cross-sectoral approach to transforming the fashion industry from the inside out.

As a research-based master’s degree, which draws on 144 years of academic excellence at our parent university in Scotland – this program will train you to apply only the most relevant academic theories from a variety of disciplines to real life challenges in fashion marketing and strategy.

You’ll work closely with a diverse cohort of fellow students and faculty with decades of experience to gain the global perspective, industry knowledge and strategic leadership skills needed for a successful career in the quickly evolving fashion industry. With a focus on profitable sustainability, you’ll learn to see the business of fashion as an instrument of change – and a force for the common good.

We’ll guide you through an independent research project (which can be based on a real-life project at work) to help you develop creative approaches to strategic marketing that take people, planet and profit into account. You’ll get a world-class education in a broad range of subjects, including logistics, communications, organizational ethics, consumer insights and the use of digital innovations in marketing.

We offer full- and part-time options at our beautiful location in SoHo, where you’ll build connections to industry experts through a weekly lecture series and our Fair Fashion Center, an organization dedicated to proving the business case for sustainability in apparel and accessories. 

Graduate Prospects

This program attracts hard-working, smart individuals who are passionate about careers where they can help their future employers (or their own ventures) achieve financial success without compromising on their personal values. In fact, this program trains students to see profitable sustainability as a key opportunity for fashion brands to gain an edge in this competitive field – capitalizing on that insight to help set them apart from other marketers in the industry. 

The Master’s in International Fashion Marketing prepares you for a career in fashion in NYC and around the world, where you can create real change in your community and the industry at large.

Depending on their previous professional and academic experience – as well as their personal interests – graduates may be employed in areas such as marketing, market analysis, brand management, direct marketing, buying and merchandising, communications, media planning and more.

Courses may be studied on a full-time or part-time basis. Select your entry date below and apply online today.

Study Options

  • 2019/20


Mode of study


Start date



Part Time
16 Months
Apr 2020
New York
Full Time
1 Year
Apr 2020
New York
Full Time
1 Year
Jan 2020
New York
Part Time
16 Months
Jan 2020
New York
Award Mode of study Duration Start date Location  
M.S. Part Time 16 Months Apr 2020 New York Enquire Apply
M.S. Full Time 1 Year Apr 2020 New York Enquire Apply
M.S. Full Time 1 Year Jan 2020 New York Enquire Apply
M.S. Part Time 16 Months Jan 2020 New York Enquire Apply

Study Options

  • 2020/21


Mode of study


Start date



Full Time
1 Year
Sep 2020
New York
Part Time
16 Months
Sep 2020
New York
Award Mode of study Duration Start date Location  
M.S. Full Time 1 Year Sep 2020 New York Enquire Apply
M.S. Part Time 16 Months Sep 2020 New York Enquire Apply

All entry requirements listed here should be used as a guide and represent the minimum required to be considered for entry. In rare circumstances, applicants may be asked to provide information in addition to the outlined requirements.

Typical Entry Requirements

  • Four-year bachelor’s degree in any subject with a minimum GPA of 2.7 on a 4.0 point scale or a minimum UK 2.2 honors degree or equivalent international qualification from a recognized university
  • If English is not your first language: IELTS 6 (with 5.5 in each sub score) or equivalent


  • Business Strategy as an Instrument for Economic, Social and Environmental Sustainability
  • Navigating Global Change: Business Practices for the Common Good
  • Value-Based Leadership Skills for an Interconnected World
  • Consumer Led Fashion Marketing
  • Strategic Decisions in the International Fashion Marketplace
  • Digital Fashion Branding and Delivery
  • Research Methods
  • Dissertation
Business Strategy as an Instrument for Economic, Social and Environmental Sustainability

(Formerly titled Global Strategy – Challenges and Choices)

What does a corporate statesman look like today? Corporate social responsibility is no longer a ‘nice-to-have,’ managed by a small and disconnected team. Instead, it is increasingly a mandate for business leaders trying to please customers, employees and shareholders alike. The world of finance is driving increased transparency. Free-floating data on supply chains, geopolitical risks and other areas that managers once tackled internally are now immediately visible on Bloomberg terminals, in the press and on social media. And more and more, people care about the impact a business has on the local and global community.

This module aims to provide students with the academic knowledge and analytical tools necessary to practice strategic management in a world characterized by rapid change and increasing concerns for economic, social and environmental sustainability. You will develop the knowledge and skills required to undertake research and analysis critical for strategic planning and action. You will learn to constantly seek operating efficiencies that reduce environmental and social impacts while increasing profits. You will address the what, why, where and how of strategic decisions, emphasizing sustainable growth across national boundaries – so your voice will be heard and welcomed within your organization as you help it to achieve sustainable and ethical growth.

On successful completion of this module, the student should be able to:


  1. Critically assess the implications for businesses of recent and future changes in the global business environment.
  2. Understand the ethical dilemmas facing organizations operating across national boundaries.
  3. Apply a range of analytical tools and frameworks for assessment and development of a firm's strategic capability, competences and competitive position in a variety of global settings.
  4. Use analytical methods and techniques to evaluate the financial performance and sustainability of a firm's strategy.
  5. Evaluate the challenges and choices that firms face when formulating and implementing innovative strategies to create sustainable business value.
  6. Plan, implement, report and present findings of a group-based international business strategy project.


Navigating Global Change: Business Practices for the Common Good

(Formerly titled Contemporary Issues)

Do you know how what’s happening outside of your business will impact your professional future? Organizations do not operate in a vacuum. They are shaped by, and themselves also shape, the geopolitical, economic, social and technological environments in which they operate. Companies increasingly need curious and responsible leaders across functions who can look at these global trends – and help their employers navigate both the risks and opportunities.

Increasing transparency about business practices, coupled with a growing sense that we can and should do better, is providing new impetus for managers to create enabling spaces within their organizations for innovation around global challenges. By finding ways to rebalance equity across the value chain, looking for new technologies and processes to promote a circular economy, and taking a cross-sector approach to global challenges, we can have profitable businesses and industries that create positive social and environmental impact.

This multidisciplinary module is designed to equip students with the information and analytical skills required to successfully face some of the most significant global issues for business managers in the modern world. GCU is a signatory of the Principles for Responsible Management Education (PRME), an initiative of the United Nations Global Compact designed to promote responsible corporate citizenship, ensure that business is part of the solution to the challenges of globalization, and help realize a more sustainable and inclusive global economy. This initiative challenges students to reflect upon conventional management and develop a new philosophy of business practice, one which considers the wider social and environmental consequences of management decisions alongside traditional measures of business success. 

On successful completion of this module, the student should be able to:


  1. Critically appraise the causes and consequences of, and implications for, organizational leadership and responsible management of the shifting contours of global, politics, economics and social developments;
  2. Apply research and analysis techniques from social science and related disciplines to gather evidence on and evaluate the challenges faced by organizations and business leaders;
  3. Critically reflect upon the concepts of 'organizational responsibility' and 'responsible leadership' and their implications for private, public and third sector institutions;
  4. Examine and debate some of the contested issues and complex problems which business leaders and organizational managers encounter;
  5. Evaluate alternative responses to contemporary challenges facing business and society;
  6. Apply critical analysis to political, social, economic and environmental challenges that arise in specialist Masters programs, particular business sectors, and professional contexts.


Value-Based Leadership Skills for an Interconnected World

(Formerly titled Personal and Professional Development)

What would your professional future look like if it reflected your unique values – and the pursuit of the common good? An exceptional career in today’s complex and fast-moving business environment requires specific skills and the ability to successfully predict and adapt to changing realities.

Managing your career in a way that is truly aligned with your personal values is exponentially more satisfying and successful. We have demonstrated that profitable sustainability requires zero compromise between great business results and practices that benefit our local and global communities.

This module is designed to help students get to the next level of their careers by mastering certain professional practices – including identifying, understanding, developing and articulating their own key abilities. Learn tactics to build teams and manage relationships across a remote and diverse organization with vendors, customers and partners scattered across the globe. Crystalize your own personal and professional values and change the trajectory of your career by practicing responsible leadership in line with these values. Take real ownership of your personal and professional development so that you can transition to the next phase of your career.

On successful completion of the module, the student should be able to:


  1. Identify, critically discuss, and appraise their personal & cognitive skills and employment needs;
  2. Demonstrate increased self-awareness and reflective thinking, leading to identification of strategies for continued development;
  3. Demonstrate increased confidence and efficacy in presentations;
  4. Work collaboratively with others, demonstrating effective interaction skills and responsible leadership;
  5. Evaluate levels of culture on national, business and corporate horizons, which influence and operate in organizations;
  6. Develop an understanding and application of key precepts in effective cross -cultural competency.


Consumer Led Fashion Marketing

Consumers have their own unique values that reflect their cultural and socioeconomic backgrounds – as well as their cumulative exposure to influences via the media, social media and day-to-day life. The customer’s decision to buy or not buy is increasingly based on social and environmental concerns that require a company to prove acting responsibly is a part of its own core values.

A constant striving to better understand what really drives your customers is a critical component in building valuable relationships with them, as well as in creating and implementing effective marketing strategies. Fashion is a visual industry, and the process of creating marketing collateral and plans that reflect the consumer’s deep-seated wants requires sensitivity, flexibility and creativity.

This module will take an in-depth and critical look at customer insight, models of consumer behavior, consumer value, and the social, economic and psychological roots of the discipline. Your analytical skills will be challenged through practical exercises, using consumer insight to develop integrated global communications campaigns.

On successful completion of this module, the student should be able to:

  1. Demonstrate an advanced understanding of the role of customer insight in marketing practice and building strategic customer relationships.
  2. Demonstrate a critical understanding of the underlying theories and concepts explaining consumer behavior from a cognitive, behavioral and experiential perspective.
  3.  Critically analyze the social, cultural and technological aspects of international contemporary consumption and emerging concerns regarding sustainable consumption.
  4.  Demonstrate an advanced conceptual and theoretical understanding of the role of customer insight in depicting the communication and information response process with particular focus to the visual aspects in the fashion industry in an increasingly international context.
  5. Demonstrate an in-depth and critical understanding of the nature of digital and offline tools of the fashion communications mix including the functions, benefits and limitations in different circumstances and the techniques and applications of each tool
  6. Demonstrate an advanced conceptual and theoretical understanding of the key decisions related to successfully building strategic customer relationships through planning and implementing global integrated fashion communications strategies.
Strategic Decisions in the International Fashion Marketplace

Developing and implementing successful global marketing plans requires an ability to perform comprehensive market analysis and take a perspective that captures both the big picture and the critical details. As the world of finance – and the digital age – drives transparency on all aspects of business practice, strategic decisions need to be made that reach far beyond traditional considerations of product, promotion, and price.

GCNYC draws on 140 years of our parent university's commitment to the Common Good, something which increasingly impacts a company's ability to convince customers, shareholders, and employees. Fashion companies need to prove their commitment as well, ideally showing themselves as leaders in the creative economy or, at the very least, offsetting their impacts.

This module covers the range from fashion brand creation and maintenance, fashion communication decisions, routes to market, the role of retail, pricing decisions, critical pathways, operationalization and implementation, contingency planning and strategic evaluation. Through the development of a strategic marketing plan and by designing methods of monitoring and evaluating plan implementation, you will master the analysis of alternative marketing strategies using both qualitative and quantitative data.

On successful completion the student should be able to:

  1. Evaluate the theoretical and practical issues associated with fashion brand portrayal and consumer characteristics
  2. Critically analyze that strategic brand management challenges in the context of the global fashion marketplace
  3. Evaluate the influence of global and domestic dimensions with respect to fashion brand adaptation decisions
  4. Demonstrate an in-depth and practical understanding of the analytical frameworks for strategic marketing planning.
  5. Critically appraise alternative competitive marketing strategies and recommend optimal strategy using qualitative and quantitative data.
  6. Develop a strategic marketing plan and demonstrate the ability to design methods of monitoring and evaluating plan implementation.
Digital Fashion Branding and Delivery

Technology has always had a dramatic impact on the fashion industry, and the pace of technological changes today requires leaders who can respond rather than react. Understanding the transformational shift in the professional practice of marketing – leveraging digital tools and channels that create and deliver targeted messaging – is vital to scaling a brand. Increasingly important is the recognition of technology’s role in transparently communicating the equities of your supply chain – a critical element for achieving success within an international context.

In this module, you will engage with a number of academic theories and current technologies to explore the role of technology in the creative process of developing brands. You will then use these creative and critical skills to develop, present and virtually produce a new brand concept.

You will also focus on the international fashion supply chain – from market trends and product concept to sourcing, buying and merchandising – looking for ways to deliver on the promise of profitable sustainability by achieving competitive advantage in an ethical and sustainable manner. Knowing how to use the interplay of forecasting, product development, buying and logistics to your company’s advantage will help change the trajectory of your career.

On completion of the module, the student should be able to:

  1. Examine analytically and critique the key elements of brand identity within environmental and operational constraints;
  2. Reflect critically upon the use and integration of technologies for sustainable brand production;
  3. Synthesize a range of specialized concepts, principles and models and apply these to the development of a digital brand portfolio, appropriate to the market sector and global brand concept;
  4. Critically review the sources of market intelligence and fashion trend predictions, and the role of the buying and merchandising team and its members from a practitioner's perspective and their contribution to achieving corporate objectives;
  5. Critically assess the role, scope and structure of logistics and supply chain management models, technologies and relationships for fashion companies in order to achieve a competitive advantage within an international context.
Research Methods

The Master’s is designed to help students who do not have prior research experience develop the advanced skills they need to analyze and propose solutions to real-life problems. This module exposes students to the most important quantitative and qualitative methods needed for academic and applied research. Students will learn to critically evaluate new concepts, ideas and evidence from a range of sources and transfer their findings into practice. By gaining new skills in delivering written and oral presentations at the advanced management level, students can ensure that their voices are heard across company divisions and functions. One primary aim of this module is to prepare students for their dissertation by providing them with a framework to successfully conduct the type of research that is critical to management, as well as to internal and external consulting projects. The proposal for the dissertation will be developed as part of this course.

On successful completion of this module, the student should be able to:

  1. Demonstrate advanced working knowledge of a range of key concepts, qualitative and quantitative research methods available to researchers.
  2. Identify and clearly formulate a research topic in the context of particular research area of study.
  3. Critically evaluate literature, select and utilize appropriate methodologies in the formulation of an individual research proposal for a Masters dissertation.
  4. Control, organize, communicate and analyze qualitative and quantitative research findings in an efficient and effective manner.
  5. Apply the forgoing skill to the research proposal for the MSc dissertation.

Building on the proposal developed in Research Methods, this module offers students an opportunity to focus in-depth on an investigation of a substantial business issue or problem. Students are required to demonstrate critical awareness of business practices, relevant theories, and research techniques and approaches. In conducting and presenting their research, students will have a unique opportunity to apply concepts, theories and techniques, drawing on internationally published literature and good practice, to develop and interpret knowledge about management practice in their area of inquiry. The project’s subject matter will involve the theoretical and empirical investigation of topics covered in the coursework, requiring students to demonstrate their ability to work independently with these new concepts. Each project will be supervised and supported by an appropriate academic staff member.

The research project can assume one of three forms:

  • Applied research, which develops an idea, system or process that can be put into work within a broad ecosystem.  As an example, you would explore a new practice and approach to be applied to an industry.
  • Management inquiry, an exploration of an aspect of global trends to understand how to create local solutions to a shared global problem. 
  • Consulting project, which focuses on a practical project directly linked to work with your current employer*

* Students intending to choose this option are required to secure an agreement from the client organization prior to starting research and developing the dissertation.

Regardless of the form selected, the project must be theoretically robust and methodologically sound to meet the academic requirements of the module.

On successful completion of the module, the student should be able to:

  1. Building upon previous developed proposal, conduct empirical research, present an intellectually robust and evidence-based analysis, and develop appropriate recommendations.
  2. Demonstrate a systematic and critical understanding of the relevant theory pertaining to the chosen topic.
  3. Demonstrate the use of an appropriate methodological framework (incorporating consultancy based requirement where relevant) to meet the aim and objectives of the project.


Total tuition cost: $34,650 


At GCNYC we believe that a university education is an investment for a brighter future. If you have the talent, ability and drive to study with us, we want to help you make the most of the opportunity, regardless of your financial circumstances.

As part of our institutional commitment to furthering the Common Good – and with the equally strong desire to build a diverse academic community made up of the most passionate students – we are proud to offer a number of merit-based scholarships. 

Additional costs

All applications for admission to GCNYC require a $50 non-refundable application fee that must be paid prior to the processing of the application.

The Master’s in International Fashion Marketing takes advantage of GCNYC’s global ties and New York location. Our close-knit academic community is made up of a diverse group of highly motivated, creative change-makers from all over the world. GCNYC builds on the long-standing reputation of GCU while opening up new possibilities for international collaboration and innovation. 

Your experience at GCNYC will be both challenging and exciting. We will work together, learning from and challenging each other. You’ll take core courses with students from all of our fashion and finance programs, giving you the chance to learn from vastly different perspectives and make connections across industries. 

Small class sizes ensure meaningful interactions with professors and guest speakers. You’ll be making real connections while you learn from people who can straddle academic theory and real-world experience – and who refuse to compromise between career success and the common good.

Glasgow Caledonian has over a century of close ties to industry, and excellence in applied research is one of the university’s most important guiding principles. GCNYC takes this tradition to NYC, helping you connect your actual (and future!) work challenges to new knowledge and insights from the global academic community. But you won’t just learn about research through lectures – you’ll have the autonomy, time and support to ask important questions with your own independent research.

Completing a dissertation will demonstrate to your employers that you have what it takes to tackle the issues most important in international fashion marketing with real academic rigor – and to propose solutions that emphasize sustainability as well as profitability.

Located in the heart of SoHo, the luxury and ready-to-wear fashion hub of New York City, GCNYC's campus is nestled in the cobble-stoned streets of art and design on every corner. You will attend lectures and seminars in a picturesque, loft-like studio space that transforms itself for every occasion. With high ceilings, crisp white walls and an open floor plan - it will be hard to tell if you're headed to class or the latest gallery opening. Minutes from most major subway lines, GCNYC is easily accessible from any of New York's unique neighborhoods. GCYNYC will provide you with a degree, but New York City will serve as an unlimited resource to your education.