International Marketing BA Honours

You’ll learn how companies internationalise and how they develop various strategies to cater for various markets with different macro and micro environmental influences. You will also develop your knowledge and understanding of the increasing role and use of data analytics in international marketing. Consumer insights will take you on a journey into market research while considering potential difficulties in accessing market samples, possible language barriers, cultural issues, or the restrictions of discussing taboo topics. You’ll design appropriate research, understanding primary and secondary data, conducting both qualitative and quantitative data analysis, and using the findings to improve marketing decision-making. Optional modules allow you to choose topics that interest you most. For example, ethical & social responsibility in marketing consider the wider role of organisations in society beyond profit making. In B2B [business-to-business] marketing, you’ll be introduced to the complex buying and selling relationships between organisations and B2B consumers, notably the difference between business-to-consumer marketing and how this impacts the marketing process, including, key account management and supply-chain ethics.

Subjects of study include:

• Global Market Strategies
• Consumer Insights
• Data Analytics

Plus, three options from:  Ethics and Social Responsibility in Marketing, Marketing B2B, Marketing Services, Global Consumer Engagement or other areas of business including languages.

Alternatively, in place of the option modules listed above, you may be able to take the WBS Study Abroad Experience (subject to eligibility) or the WBS Work Experience.

Credit Level 5

Professional experience or Study Abroad year

Between Years 2 and 3 you may choose to study English-taught courses for a year at one of our overseas partner institutions. Currently, you can take a Year Abroad studying (or combining work and study) in Berlin, Copenhagen, Madrid, Paris, and other locations including Brisbane, Sydney (Australia), Hong Kong, Japan, Canada and the USA. There are also many opportunities for those with appropriate language skills to study in the local language in France, Germany, and Spain, among others.

You can also choose to split your year abroad into a first semester exchange and a second semester work placement, both conducted overseas. Or undertake a placement year overseas.

Alternatively, between Years 2 and 3 you can undertake a one-year, full-time business placement as a Professional Experience Year within the UK. Past students have completed placements in a variety of prestigious organisations, including Barclays Bank, British Airways, Disney UK, IBM and the NHS, as well as in smaller businesses.

You continue to expand your knowledge of international marketing planning strategy and consider the diverse communications channels open to marketers, considering, for example, how customer needs might differ and the perceptions of foreign brands in different countries. You have the opportunity to undertake a dissertation where you will research a topic of your choice. As an example, you might analyse how a brand has repositioned in a foreign market or consider an example of a ‘glocalised’ company, which develops and distributes globally, but adjusts its product, services, and marketing to accommodate local markets. You will also further your knowledge in an international context by studying the cross-cultural studies in marketing module, where you will explore local culture, foreign business and meet alumni.

Subjects of study include:

• Cross Cultural Studies in Marketing
• International Market Planning and Strategy
• Marketing Communications
• Final Major Project

Plus two options from: Interactive and Digital Marketing, Managing Brands, New Product Development, and Sustainability Marketing or other business areas including languages.

Credit Level 6