BSc International Management with Marketing

Understand how businesses respond to the influences of the business environment. Appreciate the importance and impact of political, economic, social and cultural factors. Read, analyse, and compare different theoretical perspectives on globalisation, convergence and varieties of capitalism, strategic management, and the role and influence of multinational corporations in both the developed world and in developing countries.

This module will facilitate students in developing an entrepreneurial mindset, attitude and skills through a combination of lectures, case study and creativity exercise sessions. Learn the practical steps needed to establish a new business venture and enable valuable creation.

 

Consider four aspects of Operations Management: design operations, delivering operations, directing operations and the link between operations management and operations strategy. This module looks at the challenges that organisations face in effectively managing their operations.

In Year 2, you will choose at least two of the following optional core marketing modules:

Integrated Marketing Communications

This module will introduce you to integrated marketing communications, focusing on how organisations use communication strategies to achieve marketing objectives across various media. You will cover key concepts such as communication models, media planning, creativity, ethics, and campaign evaluation, focusing on real-world applications.

Consumer Behaviour

Understanding consumer behaviour is essential for marketers as it helps them understand why individuals act in certain ways. This module explores how consumer behaviour insights can inform and shape effective marketing strategies. You will focus on understanding consumer needs and motivations, and applying the theories and principles of consumer behaviour in a practical context.

Marketing Research

This module will introduce the key principles, ideas, methods, and practices of marketing research. You will learn how to gather, validate, and analyse data, and explore how to apply important concepts, frameworks, methodologies, and tools to marketing research problems.

Other elective modules

You can then choose up to 3 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.

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 double module will present you with a range of contemporary business-related issues and problems in the management of modern organisations with a particular focus on situations which are relatively unstructured and where there is no "one right answer". You will work in syndicate groups to deliver presentations or critically discuss the presentations of other groups.

This module will facilitate a comparative analysis within a structured framework of the different cultural, societal, economic and political issues that you have experienced during your compulsory year abroad.

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

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 3 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.