Teaching and learning in 2021/22

If government restrictions related to the COVID-19 pandemic are required during the 2021/22 academic year, we are planning to teach through a flexible combination of online and onsite learning, in order to prioritise the safety of students and staff. For more details on changes to this course, see our planned undergraduate course changes page or postgraduate course changes page.

Course Overview

UK Fees £9,250 *
International Fees £14,400 *
Duration 3 or 4 years

* Price per academic year

Course summary

Internationalisation and evolution of markets have created opportunities for companies to focus on marketing from a global perspective. On our degree, you’ll explore the complexity and diversity facing marketers in the highly competitive and continually evolving world marketplace, incorporating the latest marketing strategy, tools and techniques.

You can also boost your employability by gaining additional qualifications with the Institute of Data and Marketing (IDM) and/or the Chartered Institute of Marketing (CIM). Our status as a CIM Graduate Gateway institution entitles you to apply for exemptions from modules on its professional qualifications, while you can gain IDM’s Award in Digital Marketing during the Digital Essentials of Marketing module.

Since our marketing degrees share a common first year, you get to experience all the main areas in marketing whilst retaining the flexibility to change course at the start of your second year.

Focusing on marketing within an international context, you will gain awareness of the global, cultural, social, economic and ethical professional environment within which marketers now operate, and the connections with other functional business areas needed for overall corporate success.

Our comprehensive curriculum covers developing an international marketing strategy, global strategic management, managing brands, developing products, and implementing, coordinating and controlling the international marketing effort. Acknowledging the importance of digital techniques and social media marketing, you’ll have access to our new digital marketing lab, Switch 23, which is set up to mimic a creative agency. 

You’ll gain hands-on experience working on live client briefs from external marketers, analysing performance and customer research, as well as using relevant internet-based technologies for marketing. Previously, for example, students have worked on a project for a small brewery to develop a marketing plan to sell its designer ales from a mobile bus.

You’ll graduate with the knowledge, skills and capabilities to pursue careers worldwide and with international organisations in areas such as strategic marketing planning, market research, marketing communications and brand management.

Top reasons to study with us

  • Professionally focused course with chance to gain additional professional qualifications from the Institute of Data and Marketing (IDM) and the Chartered Institute of Marketing (CIM)
  • Marketing degrees share a common first year, giving greater flexibility when choosing your specialism
  • Option to spend one semester or one year studying abroad at one of our partner institutions, gain valuable work experience, or a combination of both. For example, one previous student worked as a marketing executive for ICG Medical
  • Opportunity to study a foreign language as an optional module in each year of study
  • Hear from experts and mingle with marketing students by joining the student-run Westminster Marketing Society or gain professional experience working for Westminster Business Consultants
  • Guest lectures from industry practitioners have previously included speakers on Google analytics and from organisations such as IBM, Tableau, Coca Cola and LinkedIn
  • Programmes are delivered by a multicultural and international teaching body, who come from professional practice and/or regularly publish in top international journals

Course structure

Our degrees in marketing have a shared first year which allows you to experience all the main areas in marketing before you finalise your degree to match your career choice, focusing on either international marketing, marketing management or marketing communications. 

The following subjects are indicative of what you will study on this course.

You are introduced to key marketing theories, concepts and emerging marketing tools and techniques. We focus on the customer, examining buyer behaviour and the factors which affect perceptions and purchase decisions. 

Subjects of study include:

  • Buyer Behaviour
  • Fundamentals of Marketing 
  • Digital Marketing Essentials 
  • Professional Development for Marketers 
  • The Global Marketing Environment

You will also have the opportunity to take an option module that broadens your skills or helps you to gain more in-depth knowledge of your specialist area; your option module may be a foreign language.

Credit Level 4

You’ll learn how to deliver a marketing research project abroad, taking account of potential difficulties in accessing market samples or from language barriers and cultural issues, such as speaking directly to women or the restrictions of discussing taboo topics, for example. 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, retail marketing examines the challenges facing online and store-based retail multiples and the drivers behind industry change, drawing on real-life experiences from the worlds of fashion and food retailing. In B2B marketing, you’ll be introduced to the complex buying and selling relationships between organisations and marketing issues, such as e-commerce, key account management and supply-chain ethics. 

Subjects of study include:

  • Developing your Professional Brand 
  • Global Markets
  • Marketing Metrics
  • Marketing Research

Plus two options from: Retail Marketing, Ethics and Social Responsibility in Marketing, Marketing B2B, Marketing Services, Social Media Marketing, Sports Marketing or other areas of business including languages.

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), 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 marketing analytics 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 benefit from an overseas trip on 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 Analytics 
  • Marketing Communications

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

Credit Level 6

Professional recognition

As a Graduate Gateway Institution with the Chartered Institute of Marketing (CIM), the content of our degree has been mapped against CIM qualifications to enable exemptions for modules. This provides a unique opportunity to gain a professional qualification or award alongside your marketing degree and means that for most qualifications, you only have to take one assessment instead of the usual three. The Institute of Data and Marketing’s (IDM) Award in Digital Marketing can also be gained during the course’s Digital Essentials of Marketing module.

Programme Specification

For more details on course structure and modules, and how you will be taught and assessed, see the programme specification.

For general enquiries about the course, please email [email protected]

To request an accessible version of the programme specification, please email [email protected]


If you’re seeking a career within the marketing function of an organisation, our degree, with its focus on international marketing, will prepare you for a broad range of roles working abroad or for companies that trade all over the world. It is designed to develop your analytical and problem-solving, providing you with a breadth of knowledge in business, along with the specialist knowledge required to carry out strategic marketing in challenging new contexts. 

Past graduates of this degree have found successful employment in marketing roles such as: management trainee, retail manager, marketing trainee, market research assistant, advertising trainee, PR assistant, sales promotion executive, trainee brand manager, global brand assistant. Increasing numbers of students progress to further study on graduation: either taking professional qualifications or staying on for postgraduate study.

The University's Careers and Employability Service has built up a network of over 3,000 employers around the world, helping all our students explore and connect with exciting opportunities and careers.

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Develop your innovation and entrepreneurial skills

Develop your innovation and entrepreneurial skills in The Big Idea competition, sponsored by Santander.

Social media connections
Kickstart your career

Learn how to use social media in your job hunt or LinkedIn to kickstart your career.

Develop your CQ

Develop your cultural intelligence – or ‘CQ’ – studying alongside students and staff representing more than 100 nationalities.

Industry links

As well as the links the institution and individual staff have with professional bodies, including the CIM and IDM, many of the staff who currently teach on this course have extensive professional experience in a range of business sectors with many staff maintaining links with industry through consultancy and training work.

During the course you will have numerous opportunities to hear from guest speakers and through our Alumni Voices series, where former postgraduate Marketing students will share experiences, including those who work for global media groups or have established their own marketing consultancies.

Job roles

The course will prepare you for a wide variety of roles in business in an international context.

Examples of these from our recent graduates are:

  • Advertising executive
  • Brand manager
  • Management trainee 
  • Market researcher
  • Marketing associate/manager
  • Product development officer
  • PR officer
  • Social media executive/manager

Westminster Employability Award

Employers value graduates who have invested in their personal and professional development – and our Westminster Employability Award gives you the chance to formally document and demonstrate these activities and achievements.

The award is flexible and can be completed in your own time, comprising a set of core and optional extracurricular activities. 

Activities might include gaining experience through a part-time job or placement, signing up to a University-run scheme – such as mentoring or teaching in a school – or completing online exercises.

Westminster Employability Award

International Opportunities

Many of our courses offer international study and work experiences, and the University provides other global opportunities that all students can apply for - so whatever you're studying, you'll have the chance to go abroad.

Opportunities could include:

  • Taking part in semester or year-long exchanges at institutions around the world
  • Attending an international summer school or field trip
  • Developing your CV through volunteering or work placements abroad

International experience broadens horizons, boosts self-confidence, and improves global understanding, alongside being fantastic for your career.

Find out more about our international opportunities, including funding options and where you can go.

Students working and studying internationally

Why study this course?

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Combine theory and practice

Link theory to global practice through real-life case studies, guest lectures and live marketing projects.

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Build connections

Build connections with peers, marketing professionals and future employers through our links with the CIM and IDM.

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Multicultural and international teaching staff

A multicultural and international teaching body, who come from professional practice and/or regularly publish in top international journals.

Online open days

Join us at an online open day or information session and get a feel for student life at the University of Westminster.

You'll get a chance to: 

  • Speak to our academic staff
  • Take a virtual reality tour of our student halls
  • Ask us any questions you may have about student finance and accommodation

Find an online open day

Student taking notes while attending an online event

Entry Requirements

  • A Levels – BBC to ABB
  • International Baccalaureate –112 to 128 UCAS Tariff points from the IB
  • BTEC Extended Diploma – DMM to DDM 
  • BTEC Diploma – D*D* 
  • Access – 112 to 128 UCAS Tariff points from the Access course

In addition to one of the above, you should have: 

  • GCSE English Language grade 4/C – IB grade 4 Higher level, GCSE Maths grade 4/C – IB grade 4

If your first language is not English, you will need an IELTS of 6.0 overall, with 5.5 in each component.

We also welcome applications from students who are taking a combination of qualifications listed above. For further information, please contact Course Enquiries.

View standard entry requirements

  • International Baccalaureate – 112 to 128 UCAS Tariff points from the IB

If your first language is not English, you will need an IELTS of 6.0 overall, with 5.5 in each component.

More information

International Foundation course

We work in partnership with Kaplan International College London to provide Foundation courses for international students who do not meet our Bachelor’s degree entry requirements. For more information visit the Kaplan International College website.

What our students say

Selimira Dimitrova

Selimira Dimitrova

International Marketing BA Honours - 2018

Digital Marketing Intern | Peak Shift Inc.

My placement was the best possible start I could have had to my professional life. The brilliant and creative people on my team taught me so much about work ethic and teamwork. The most memorable moment was when we all went to Trinidad and Tobago, where we were organising a networking event with local professionals and students looking to get into a marketing or technology career. It was a really valuable experience. Doing my placement helped me to confirm that I want to work in the Marketing field and focus on strategy and helping international brands develop variable products. 

Achille Piana

Achille Piana

International Marketing BA Honours - 2018

Retailer Academy Industrial Placement, Bentley Motors

I worked for Bentley Motors in the Sales and Marketing department, with the Retailer Academy Team. I had the opportunity to actively participate in training events and plan for product launches. I took part in a training event in Germany, went to the Geneva Motorshow and met a lot of people from all around the world. This experience opened up many opportunities for the future and raised my skills to a level which would not have been possible if I didn't take a placement year.

Learn new skills

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Develop your creativity

Develop your creativity to think outside the box.

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Learn to critically evaluate

Learn to critically evaluate the strategies that managers use to help organisations adapt in an uncertain or complex environment.

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Improve your problem-solving skills

Improve your problem-solving skills to better understand and tackle people management issues.

Westminster Business School blog

Read our blog and get an insight into life and studies at Westminster Business School.

Visit the WBS blog

Fees and Funding

UK tuition fee: £9,250 (Price per academic year)

When you have enrolled with us, your annual tuition fees will remain the same throughout your studies with us. We do not increase your tuition fees each year.

Find out how we set our tuition fees.

EU Qualifications Welcome Award Scheme

If you are an international student accepted on an undergraduate programme starting in September 2021 on the basis of an eligible EU qualification only, you will be awarded a tuition fee reduction which will align your fee more closely to the one for UK students. For more information, see the EU Qualifications Welcome Award Scheme.


As well as tuition fee loans, there is a range of funding available to help you fund your studies.

Find out about undergraduate student funding options.


The University is dedicated to supporting ambitious and outstanding students and we offer a variety of scholarships to eligible undergraduate students, which cover all or part of your tuition fees.

Find out if you qualify for one of our scholarships.

Additional costs

See what you may need to pay for separately and what your tuition fees cover.

International tuition fee: £14,400 (Price per academic year)

When you have enrolled with us, your annual tuition fees will remain the same throughout your studies with us. We do not increase your tuition fees each year.

Find out how we set our tuition fees.

EU Qualifications Welcome Award Scheme

If you are accepted on an undergraduate programme starting in September 2021 on the basis of an eligible EU qualification only, you will be awarded a tuition fee reduction of £4,500 per year, which will align your fee more closely to the one for UK students. For more information, see the EU Qualifications Welcome Award Scheme.

International student funding

Find out about funding for international students.

Additional costs

See what you may need to pay for separately and what your tuition fees cover.

Student work

In September 2019, during the first week of term, first-year marketing students spent the day visiting the Tower of London, exploring over a thousand years of history at this famous attraction. The main objective was to bring together new students across all of the University’s marketing programmes, including Marketing Management BA, Marketing Communications BA, International Marketing BA and Business Management (Marketing) BA.

Students were also given a series of marketing challenges to undertake, all relevant to their areas of study. These involved developing marketing plans and promotional campaigns to build awareness of the Tower of London across the world and attract more visitors. As well as making friends and developing their teamwork skills, students had a taste of what it’s like to work as a marketing manager or for an advertising agency.

Find out more about this field trip on our WBS blog.

Postgraduate students

Teaching and assessment

Your learning experience is designed to provide both a practical and theoretical understanding of the theories, frameworks and ideas related to business, focusing on the study of organisations, management and the changing environment in which they operate. Employability and enterprise are strongly embedded in the modules through the use of practical activities, such as the live simulations and case study analysis. 

To assist the learning experience, we provide reading lists, lecture and seminar materials in advance via Blackboard, our virtual learning environment. Where possible, lectures are recorded using specialist software and similar tools so you can refer back to them.

How you’ll be taught

Through a variety of teaching methods – from traditional lectures and seminars to case study analysis, project work, videos, podcasts and workshops – we aim to bring study to life by incorporating real-world experience. For example, in a flipped classroom, you will be asked to investigate business case study in advance, which will cover a variety of important business concepts, or we may learn by having a debate, which helps to develop your skills of persuasion and influence.

Businesses increasingly operate with teams of specialists. They require people who can communicate and interact effectively within a team – recognising and supporting leadership, being proactive in leadership, negotiating, and managing conflict. You will be encouraged to work in groups with other students, developing your teamworking and problem-solving skills, while providing an opportunity to learn to value the views of others, give and receive constructive feedback.

Many of our academic staff either have substantial business experience in previous careers across the range of business disciplines or combine research and enterprise in their teaching, through consultancy or working with business on a variety of projects for knowledge exchange.

In the following graph you'll find examples of how study time has been distributed in the past (data from the academic year 2019/20). Changes to division of study time may be made in response to feedback and in accordance with our terms and conditions. Learning typically falls into three broad categories:

  • Scheduled hours: examples include lectures, seminars, practical classes, workshops, supervised time in a studio
  • Placement: placement hours normally include placement opportunities, but may also include live projects or virtual activity involving employers
  • Independent study: non-scheduled time in which students are expected to study independently. This may include preparation for scheduled sessions, follow-up work, wider reading or practice, completion of assessment tasks, or revision
Scheduled hours Independent study

How you’ll be assessed

Using a wide range of techniques, you can expect to be assessed on the learning outcomes of your course in core modules through coursework in the form of essays, reports, presentations, case studies as well as time-constrained in-class tests and exams.

We try to make assessments as practical and relevant as possible, incorporating the type of work required by future employers, for example, the need to develop marketing recommendations and present them to clients.

In the following graph you'll find an indication of what you can expect (data from the academic year 2019/20). Changes to assessment weights may be made in response to feedback and in accordance with our terms and conditions. Assessments typically fall into three broad categories:

  • Practical: examples include presentations, podcasts, blogs
  • Written exams: end of semester exams
  • Coursework: examples include essays, in-class tests, portfolios
Written exams Practical Coursework

Supporting you

Our Student Hub is where you’ll find out about the services and support we offer, helping you get the best out of your time with us.

  • Study support — workshops, 1-2-1 support and online resources to help improve your academic and research skills
  • Personal tutors — support you in fulfilling your academic and personal potential
  • Student advice team — provide specialist advice on a range of issues including funding, benefits and visas
  • Extra-curricular activities — volunteering opportunities, sports and fitness activities, student events and more

Visit our student hub

Illustration for the Student Hub


Course Location

Our Marylebone Campus has benefitted from a multi-million-pound refurbishment resulting in new workshops, digital studios and development of the Marylebone Library. The campus is home to Westminster Business School and our award-winning Architecture, Planning and Tourism courses. For more details, visit our Marylebone Campus page.

Westminster Business School

Based in the heart of London's political, media and financial services, Westminster Business School has excellent industry links and a strong commitment to social enterprise.

Our courses are accredited by professional bodies including the Association of Chartered Certified Accountants (ACCA), Chartered Institute of Building (CIOB), Chartered Institute of Marketing (CIM), Chartered Institute of Personnel and Development (CIPD) and Royal Institution of Chartered Surveyors (RICS).

Our practical teaching relates learning to the real world, and we develop graduates who are ready to respond to contemporary business challenges.

Find out moreGo to Westminster Business School page

Westminster Business School Marylebone Campus

More information

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