COURSE CURRICULUM

The International Marketing BA equips students with the knowledge and skills to operate effectively in a dynamic global marketing environment. In the first year, students build a foundation in key marketing theories, concepts, and emerging tools, with a focus on understanding consumer behavior and the factors that influence purchase decisions. They also explore the political, economic, social, and technological contexts shaping international business, while optional modules allow them to broaden their skills or study a foreign language. In the second year, the course develops a deeper understanding of international market strategies, data analytics, and consumer insights. Students learn to design and conduct research, interpret qualitative and quantitative data, and apply findings to marketing decision-making. They also study ethical and socially responsible marketing, B2B marketing, and global consumer engagement, with opportunities for study abroad or work experience. In the final year, students focus on advanced marketing planning, strategy, and brand management, considering cross-cultural communication and local market adaptation. The program culminates in a dissertation and major project, where students apply their knowledge to real-world problems, such as analyzing brand repositioning or global-local marketing strategies. Graduates leave equipped to navigate international markets, drive marketing innovation, and contribute to sustainable, culturally aware business practices.