BSc International Business & Management with Marketing

This module offers a comprehensive introduction to the theory and practice of business strategy. You will explore how organisations create, implement, and evaluate strategies to achieve competitive advantage in complex environments.

In an era of digital transformation, sustainability imperatives, and stakeholder activism, any business strategy must be both responsible and responsive. You will be challenged to consider how strategy can contribute not only to organisational success but also to social value and long-term resilience.

This module enables you to understand how strategic, operational, financial, and human factors interact in business decision-making. Through lectures and practical workshops, you will experience the complexity of managing a firm in a dynamic market. The course builds the capacity to interpret data, make integrated decisions, and reflect critically on performance, ethics, and leadership.

This module highlights the need for creativity and innovation for organisations to thrive. It will cover key parts of the innovation process – from imagining possibilities, to creative problem-solving for idea development, and then management and implementation of innovations.

Action-learning and teamwork will be central to the module – enabling you to practice developing innovative solutions yourself and communicate your ideas to others. You will also use analytical and critical thinking skills to evaluate the innovative practices of organisations.

Creativity and innovation examples will be international, across multiple industries and different types of organisations, to build global commercial awareness of what innovative organisations do in terms of strategy, processes, and people management. The evidence base for the module will draw from several areas of business scholarship, including organisational psychology, strategy, project management, and entrepreneurship.

You’ll select two electives from our industry‑focused marketing options, allowing you to build valuable skills in areas such as:

Consumer Behaviour 

Understanding consumer behaviour is essential for marketers as it helps them understand why individuals act in certain ways, identify what individuals want, how they want to be spoken to and influence behaviour in certain situations. An understanding of the psychological processes involved in decision-making and the various influences on these processes enables marketers to develop effective strategies and managerially useful analyses.

This module will provide you with an understanding of the importance of understanding the psychology of consumers for company success. You will be able to critically examine critical issues in consumer behaviour and apply the theories and principles of consumer behaviour in a practical context.

Marketing Research

This module explores the key principles, ideas, methods, and practices of marketing research. You will learn how to critique and reference important marketing research concepts, frameworks, methodologies, and tools, and apply them to marketing research problems.

Integrated Marketing Communications 

This module will introduce you to the concept of integrated marketing communications (IMC) and the various ways in which marketing communications are employed by individuals and by organisations in both for-profit and non-profit contexts. You will explore the principles of communication theory and reflect critically upon how they apply in the commercial field of marketing. During this module, you will be introduced to marketing communications strategy formulation and communications planning and will explore a range of promotional tools and techniques that can be employed individually, and in concert, to achieve specific communications objectives. You will also reflect upon what constitutes 'creativity' within the field of IMC and the importance of ethics and sustainability. Finally, you will explore ways of measuring the effectiveness of IMC campaigns and reflect critically upon both the value and the challenges associated with current measurement techniques.

The remaining two electives can be chosen from outside WBS, such as a language, or from our wider list of subjects.

You are guaranteed an exchange with one of our partner institutions where you will be taught in English. You also have the option to work for the 12-months or combine both study and work. We are unable to secure work placements but will support you in your search.

You will complete two core modules: International Management in Context, and Year Abroad Portfolio during your third year. This year counts for 10% of your final degree classification.  In term two you will also attend a seminar online or in person at an appropriate location near to where you are studying or working. 

This module explores pressing global challenges affecting business and society, such as climate change, digital disruption, inequality, pandemics, and geopolitical instability. You critically analyse these challenges and develop strategic responses through lectures, workshops, and applied projects. The course emphasises interdisciplinary thinking, ethical leadership, and innovation in complex, uncertain environments.

This module is designed to bridge the gap between your experiences during your year abroad and your transition into the world of work. It focuses on helping students to develop, articulate and apply the global mindset, intercultural skills and international awareness gained through their international study and/or work placement abroad.

In your final year, you will choose at least 3 optional core marketing electives:

Brand Management 

This module aims to build upon the introduction to branding found in foundational marketing modules and explore, in detail, the construction of a brand and its ongoing management processes. You will explore the multi-layered construction of a brand and the range of functions that brands fulfil for organisations, and also the markets they serve. You will gain a solid understanding of the processes associated with brand management, from the inception and development of new brands to the management of mature and declining brands.

Customer Experience

We can all think of both outstanding customer experiences and those that have been infuriating. In this module, you will explore how customer experience shapes perceptions, loyalty, and business success, especially in competitive markets. You will examine key concepts such as customer journey mapping, service innovation, and digital customer experience, while developing practical skills to design, measure, and improve customer experiences.

Advanced Analysis for Marketing Decisions

This module will provide you with the knowledge and skills needed to apply marketing analytics effectively. You will learn to use tools, models, and techniques to solve real marketing problems using data. By the end, you'll be able to analyse data, interpret results, and make informed marketing decisions across areas like segmentation, customer value, pricing, and product strategy.

Global Issues in Marketing

This module will introduce key critical concepts in international marketing. You will explore the key decisions involved in the internationalisation of firms, with a focus on the strategic challenges of international marketing and adapting the marketing mix for global contexts. You will analyse real-world examples of both successful and unsuccessful international marketing strategies.

Marketing Strategy

This module focuses on strategic marketing, exploring how organisations remain competitive and respond to evolving markets. You will learn to make long-term marketing decisions supported by internal and external analysis, and apply key strategic concepts such as market positioning, brand equity, and sustainable advantage. The module builds on foundational marketing knowledge to develop your critical thinking, analytical, and decision-making skills in complex, real-world contexts.

Digital Marketing and Applied AI

This elective module develops your knowledge and skills to create effective digital marketing strategies, with a strong emphasis on AI’s role throughout. You will explore key digital tools and techniques, take part in practical projects, and analyse real-world case studies to understand how to design, implement, and evaluate AI-driven marketing campaigns. The module also encourages critical reflection on digital ethics, data privacy, and emerging technologies to prepare you for the evolving digital marketing landscape.

Other elective modules

You will then be able to choose up to three other electives from a range of subject areas such as, marketing, digital innovation, strategy, entrepreneurship, human resources, customer service management, industrial relations, law, as well as accounting and finance. Alternatively, you can choose from modules offered through other University departments, such as Economics or a language.