BSc International Business & Management with Marketing

Understanding and shaping strategy is central to effective management. Business Strategy introduces you to the theory and practice of how organisations create, implement and evaluate strategies in complex and competitive environments.

You will explore how firms seek competitive advantage while responding to digital transformation, sustainability imperatives and changing stakeholder expectations. The module will encourage you to consider how strategy can support 

organisational success, social value and long-term resilience.

Through case-based learning and strategic analysis, you will develop the ability to evaluate strategic choices, understand their implications and apply strategic concepts to real-world business situations.

Making informed decisions in complex organisational settings is a core skill for business, accounting and finance students. Decision Making in Action helps you understand how strategic, operational, financial and human factors interact when managing a firm.

Through lectures and practical workshops, you will experience the complexity of business decision-making in dynamic market conditions. The module develops your ability to interpret data, weigh competing priorities and make integrated decisions under uncertainty.

You will reflect critically on performance, ethics and leadership, and build the confidence to connect analysis with action in realistic business situations.

Creativity and innovation are essential for organisations seeking to adapt, compete and grow. Innovation and the Creative Edge introduces you to the processes through which new ideas are imagined, developed, evaluated and implemented.

You will explore creative problem-solving, idea development and the management of innovation across different industries and organisational contexts. The module draws on insights from areas such as organisational psychology, strategy, project management and entrepreneurship.

Through action learning, teamwork and applied activities, you will practise developing innovative solutions, communicating your ideas and critically evaluating how organisations support creativity and innovation in practice.

Understanding the responsibilities of business is increasingly important for managers, organisations and society. Responsible Business introduces you to the principles and practices that shape ethical, sustainable and socially aware business activity.

You will examine ethical decision-making, corporate social responsibility, sustainability, stakeholder engagement and the role of business in society. The module will help you understand how organisations can create value while responding to social, environmental and governance challenges.

Through applied examples and discussion, you will develop the ability to analyse responsible business issues critically and consider how managers can make decisions that are commercially, ethically and socially informed.

In your second year, you will begin to shape your degree by choosing two industry-focused marketing options. These modules allow you to build specialist knowledge and practical skills in areas such as consumer insight, marketing research and marketing communications.

You will also be able to choose up to two further electives from a wider range of subject areas, including marketing, digital innovation, strategy, entrepreneurship, human resources, customer service management, industrial relations, law, accounting and finance, or modules offered by other University departments such as Economics or a language*.

*Modules from other departments are subject to availability.

Consumer Behaviour

Understanding consumer behaviour is essential for effective marketing. Consumer Behaviour introduces you to the psychological and social processes that influence how people make decisions, respond to marketing activity and behave in different consumption situations. You will explore why individuals act in particular ways, what they want, how they prefer to be spoken to and how behaviour can be influenced responsibly. The module will help you understand how insights into consumer decision-making can support effective marketing strategy and managerially useful analysis. Through applied examples and practical analysis, you will learn to examine consumer behaviour critically and apply theories and principles to real marketing contexts.

Marketing Research

The ability to gather, analyse and interpret market information is essential for evidence-based marketing. Marketing Research introduces you to the key principles, ideas, methods and practices used to investigate marketing problems and support marketing decisions. You will learn how to critique and use marketing research concepts, frameworks, methodologies and tools, including both qualitative and quantitative approaches. The module will help you understand how research can be designed and applied to generate insight into customers, competitors, markets and marketing activity. Through applied research problems and practical examples, you will develop the ability to assess evidence, select appropriate research approaches and use findings to inform marketing decisions.

Integrated Marketing Communications

The ability to communicate clearly and consistently with customers and stakeholders is central to effective marketing. Integrated Marketing Communications introduces you to how individuals and organisations use communications in for-profit and non-profit contexts. You will explore communication theory, marketing communications strategy, communications planning and the use of promotional tools and techniques. The module also encourages you to reflect on creativity, ethics, sustainability and the challenges of measuring campaign effectiveness. Through applied examples and campaign analysis, you will develop the ability to understand, evaluate and plan communications activities that support specific marketing objectives.

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. 

Understanding and responding to complex global challenges is essential for future business leaders. Grand Challenges in Business explores pressing issues affecting business and society, including climate change, digital disruption, inequality, pandemics and geopolitical instability.

You will critically analyse these challenges and consider how organisations can develop strategic responses in uncertain and changing environments. The module emphasises interdisciplinary thinking, ethical leadership and innovation.

Through lectures, workshops and applied projects, you will develop the ability to connect business knowledge with wider social, technological and environmental issues, and to propose responsible responses to complex problems.

Your international experience is one of the most distinctive assets you will bring to your career. Global Mindset in Practice is designed to help you make sense of that experience, translating the insights, challenges and growth of your year abroad into the foundations of a solid global professional identity.

You will explore how to recognise, articulate and apply the global mindset, intercultural competencies and international awareness gained through your year abroad. Multiple lenses — spanning the societal, organisational and individual — will help you map your experience 

and draw the lessons most relevant for the world of work. Through reflective and applied activities, you will develop the confidence to communicate your international experience effectively and use it to support your future career planning and professional practice.

In your final year, you will choose at least three optional core marketing electives. These modules allow you to deepen your marketing expertise and develop advanced skills in areas such as brand management, customer experience, analytics, global marketing, marketing strategy and digital marketing.

You will also be able to choose up to four additional electives from a wider range of subject areas, including marketing, digital innovation, strategy, entrepreneurship, human resources, customer service management, industrial relations, law, accounting and finance, or modules offered by other University departments such as Economics or a language*.

*Modules from other departments are subject to availability.

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.

Brand Management

Brands play a central role in how organisations create meaning, build relationships and compete in markets. Brand Management builds on foundational marketing knowledge by exploring the construction, development and ongoing management of brands in detail. You will examine the multi-layered nature of brands and the range of functions they fulfil for organisations and the markets they serve. The module will help you understand brand development across the brand life cycle, from the creation of new brands to the management of mature and declining brands. Through applied examples and strategic analysis, you will develop the ability to evaluate branding decisions and understand how brand management contributes to organisational value and customer relationships.

Customer Experience

Customer experience is a major influence on customer perceptions, loyalty and business success. Customer Experience introduces you to the ways organisations design, manage and improve the experiences customers have across different touchpoints and channels. You will explore key concepts such as customer journey mapping, service innovation and digital customer experience. The module will help you understand how experience design can support competitive advantage, especially in markets where products and services are increasingly difficult to differentiate. Through practical activities and applied examples, you will develop skills in designing, measuring and improving customer experiences in ways that create value for both customers and organisations.

Marketing Strategy

Strategic marketing is central to how organisations remain competitive and respond to evolving markets. Marketing Strategy develops your ability to make long-term marketing decisions supported by internal and external analysis. You will apply key strategic concepts such as market positioning, brand equity and sustainable competitive advantage. The module builds on foundational marketing knowledge to help you understand how organisations choose markets, define value propositions and respond to changing customer and competitor dynamics. Through applied cases and strategic decision-making activities, you will develop your critical thinking, analytical and judgment skills in complex real-world marketing contexts.

Digital Marketing and Applied AI

Digital technologies and artificial intelligence are reshaping how organisations understand, reach and engage customers. Digital Marketing and Applied AI develops your knowledge of digital marketing strategy, with a strong emphasis on the role of AI across the marketing process. You will explore key digital tools and techniques, analyse real-world case studies and consider how AI can support the design, implementation and evaluation of marketing campaigns. The module will also encourage you to reflect critically on digital ethics, data privacy and emerging technologies. Through practical projects and applied activities, you will develop the ability to create, assess and improve AI-informed digital marketing strategies for a rapidly changing marketing landscape.