International Business and Marketing 

(2018 Entry)

BA (Hons)

Combining flexible learning options with the opportunity to study in other countries, the International Business and Marketing programme at Keele provides you with a truly globalised approach to management and marketing.

Single Honours
Study abroad
Learn a language
International year
Placement year
3 years/ 4 years with international or placement year

UCAS code: NN62

View entry requirements

Course Overview

With expertise in a broad suite of highly relevant business skills, you will graduate with an excellent academic foundation for the international job market. In your International Business modules, you’ll learn to appreciate the diversity of international work cultures and acquire the skills to help manage them. You’ll learn about the global business environment, international business strategies, supply chains and cross-cultural management.

In Marketing, you will explore branding, strategies and campaigns. You’ll find out about consumer behaviour and the reasons why people choose to buy certain products and not others. You will also learn about digital marketing and their application in international business. There’s also a firm grounding in the wider social context of organisation and a broad reflection on the ethics of business and marketing. Taking the study abroad option can help you appreciate this for yourself. Should you wish to gain some further practical experience in the application of your learning, you can opt to take a placement year between years two and three of your studies.

What will this mean for my future?

You will graduate with a wide range of skills to bring to the global employment market with a solid understanding of business and marketing in the global context. You might decide to pursue a career in management consultancy, sales, logistics or marketing.

Many different types of organisation recruit International Business and Marketing graduates, not just commerce and industry but also health services, local and central government, charities and educational establishments. Equally you might choose to use your transferable skills in an indirectly related career of your choice. You could also choose to go on to study for a postgraduate qualification in either subject.

Indicative modules

First year

  • Management in Context
  • Global Business Environment
  • Introduction to International Business
  • Marketing Principles
  • Accounting Principles
  • Introductory Microeconomics
  • Business Law
  • The British and Global Economy
  • Quantitative Methods

Second year

  • Organisational Behaviour
  • Understanding the Consumer
  • Marketing Research
  • Digital and Marketing Communications
  • Operations and Quality Management
  • International Supply Chain Management

Third year 

  • Business Strategy
  • Comparative Business Cultures
  • International Business Strategies
  • Managing International Projects
  • Strategic Marketing Management
  • Marketing and Globalisation
  • Contemporary Retail Environments
  • Consuming Cultures
  • Digital Marketing in Practice 


Cherry Hung

Cherry Hung

"Life begins at the end of your comfort zone."

Finance and International Business Graduate, 2014