International Marketing BA Honours

Program Overview

The International Marketing BA Honours program at the University of Westminster equips students with the knowledge and skills to succeed in the global marketplace, focusing on the complexities and diversity of international marketing strategies, tools, and techniques. The program includes international study abroad or work experience opportunities, as well as strong industry links and guest speakers from the field. Graduates are prepared for various roles in international marketing, including brand management, market research, and advertising.

Program Outline

Degree Overview:

The International Marketing BA Honours program at the University of Westminster is designed to equip students with the knowledge and skills necessary to succeed in the global marketplace.

• To gain awareness of the global, cultural, social, economic, and ethical professional environment within which marketers operate.
• To develop skills in international marketing strategy, global strategic management, brand management, product development, and international marketing implementation, coordination, and control.
• To gain hands-on experience working on live client briefs, analyzing performance and customer research, and using relevant internet-based technologies for marketing.
• To prepare students for careers in international marketing, including strategic marketing planning, market research, marketing communications, and brand management.

Outline:

Year 1:

• Understanding Consumers: Introduces key marketing theories, concepts, and emerging marketing tools and techniques.
Examines buyer behavior and factors affecting perceptions and purchase decisions.
• Fundamentals of Marketing: Covers the basics of marketing, including market segmentation, targeting, and positioning.
• Employment Academic Skills: Develops essential skills for academic success and professional development.
• Digital Marketing Essentials: Explores the fundamentals of digital marketing, including social media, search engine optimization (SEO), and content marketing.
• International Business Environment: Introduces the complex and diverse political, economic, social, and technological environments that shape and influence organizations operating internationally.
• Option Module: Students can choose a foreign language or another module to broaden their skills or gain in-depth knowledge in a specialist area.

Year 2:

• Global Market Strategies: Examines how companies internationalize and develop strategies to cater to various markets with different macro and micro environmental influences.
• Consumer Insights: Explores market research, considering potential difficulties in accessing market samples, language barriers, cultural issues, and restrictions on discussing taboo topics.
Students learn to design appropriate research, understand primary and secondary data, conduct qualitative and quantitative data analysis, and use findings to improve marketing decision-making.
• Data Analytics: Develops knowledge and understanding of the increasing role and use of data analytics in international marketing.
• Option Modules: Students can choose from modules such as Ethics and Social Responsibility in Marketing, Marketing B2B, Marketing Services, Global Consumer Engagement, or other business areas including languages.
• WBS Study Abroad Experience or WBS Work Experience: Students can choose to participate in a study abroad program or a work experience placement in the UK.

Placement Year:

• Professional Experience or Study Abroad: Students can choose to study abroad at one of the University's partner institutions, gain work experience, or combine both.
• Professional Experience Year: Students can undertake a one-year, full-time business placement in the UK.

Year 3:

• Cross Cultural Studies in Marketing: Explores local culture, foreign business, and connects students with alumni.
• International Market Planning and Strategy: Expands knowledge of international marketing planning strategy and considers diverse communications channels open to marketers.
• Marketing Communications: Examines how customer needs might differ and the perceptions of foreign brands in different countries.
• Final Major Project: Students undertake a dissertation where they research a topic of their choice.
• Option Modules: Students can choose from modules such as Interactive and Digital Marketing, Managing Brands, New Product Development, and Sustainability Marketing, or other business areas including languages.

Assessment:

The program utilizes a variety of assessment methods, including:

• Written Exams: End-of-semester exams.
• Coursework: Essays, reports, in-class tests, portfolios, and dissertations.
• Practical Assessments: Presentations, videos, podcasts, lab work, and creating artifacts.

Teaching:

• Teaching Methods: Lectures, seminars, workshops, problem-based and blended learning, and practical application.
• Faculty: The program is delivered by a multicultural and international teaching body with extensive professional experience and publications in top international journals.
• Unique Approaches: The program incorporates real-life case studies, guest lectures, and live marketing projects to link theory to global practice.

Careers:

The International Marketing BA Honours program prepares students for a wide variety of roles in business in an international context. Examples of career paths include:

• Advertising Executive
• Brand Manager
• Management Trainee
• Market Researcher
• Marketing Associate/Manager
• Product Development Officer
• PR Officer
• Social Media Executive/Manager

Other:

• Industry Links: The program has strong industry links through the Chartered Institute of Marketing (CIM) and the Institute of Data and Marketing (IDM).
Many faculty members maintain links with industry through consultancy and training work.
• Guest Speakers: Students have opportunities to hear from guest speakers and participate in the Alumni Voices series, where former postgraduate Marketing students share their experiences.
• Westminster Employability Award: The University offers the Westminster Employability Award, which allows students to formally document and demonstrate their personal and professional development activities.
• International Opportunities: The University provides various international study and work experiences, including semester or year-long exchanges, international summer schools, and field trips.

UK Fees

£9,250 We do not increase your tuition fees each year."