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Global Marketing (Top-up) BA(Hons)

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    Overview

    Why Global Marketing?

    In today’s world of globalisation and instant communication, businesses are operating in a truly international market, and marketing managers of the future must compete on a global scale. This one-year top-up course is designed to help you develop the skills and knowledge needed for a career in global marketing, making it an ideal choice if you’ve already studied marketing and business.

    If you have a solid foundation in marketing and want to deepen your understanding in an international context, this course provides the opportunity to enhance your expertise in global marketing and international business.

    How will you learn?

    You will learn through practical application and delivered lectures, workshops, seminars and group work sessions

    • We’ll look at international marketing and business to develop your understanding of the marketing theory and principles within the international and global business arena.
    • Studying strategic marketing planning will give you the opportunity to develop your analytical and practical skills in relation to creating presenting and defending strategic marketing plans.
    • Cross-cultural studies will help you consider the influence that national culture has on behaviour and the implications of this for organisational design and management.
    • You’ll also be able to choose optional modules that interest you to build your own career path. Options include International Marketing, Strategic Management, Global Events and Festivals, and Small Business Marketing.

    The top five job titles advertised in the UK for graduate roles associated with Global Marketing BA(Hons) are Account Managers, Marketing Executives, Merchandisers, Marketing Assistants and Key Account Managers*.

    *Lightcast data extracted from Graduate Career Explorer – job postings from Dec 2023 to Nov 2024 showing jobs advertised associated with a selection of relevant graduate.

    Key Information

    Entry requirements

    Entry requirements for this course are normally one of the following:

    • HND or equivalent programme which includes an introduction to Business and Marketing
    • Foundation degree or 120 ECTS.

    If your first language is not English, you will need to meet the minimum requirements of an English Language qualification. The minimum for IELTS is 6.0 overall with no element lower than 5.5, or equivalent. Read more about the University’s entry requirements for students outside of the UK on our International Entry Requirements page.

    Start dates

    21 September 2026

    Duration

    1 year full-time

    Course Detail

    Core modules:

    International Marketing

    The aim of this module is to help develop your understanding of the marketing theory and principles within the international or global business arena. It involves the consideration of the international marketing environment and the application of marketing principles for companies operating in foreign and world markets.

    Managing Across Cultures

    In this module, you'll explore how culture affects business and management. You'll learn the essential knowledge and theories in cross-cultural management, which will enable you to compare cultures systematically. You'll also investigate the latest developments in cross cultural research, which will develop your capability in understanding and analysing cross cultural scenarios. You are encouraged to develop an open-minded approach to cultural differences and an understanding of culture’s influence on business and management.

    Strategy in Context

    In this module you’ll gain an understanding of how organisations develop their strategies in relation to different aspects of their environment. You’ll study how both the internal context (e.g. organisational structure, routines and resources) and external context (e.g. institutional systems, industry structures and competition) shape organisational activities and the strategic decisions that individual managers make.

    International Business

    This module considers the fundamental issue of competitiveness and helps you consider strategic business responses to globalisation. You’ll explore the different types of international business operations (international trade and foreign direct investment activities) and the factors that shape these operations (organisational resources and cultural and institutional environments in different national markets). You’ll also learn to make practical strategic decisions as international managers.

    Option modules:

    Choose from a list which may include:

    Marketing Undergraduate Dissertation

    The dissertation gives you the opportunity to complete an in-depth piece of academic research on a subject of your choice relating to global marketing. Following a series of dissertation workshops to help equip you with the skills to complete the primary research and write up your dissertation with the guidance of your dissertation supervisor.

    or

    Marketing for Small Business

    Marketing is important, entrepreneurship is vital, and 95% of businesses anywhere in the world are small. When large organisations seek to improve performance – they often turn to the young dynamic small businesses as their role model. We weave these themes together into what can be called entrepreneurial marketing

    Strategic Retailing

    Retailers are powerful brands within their own right. How is the customer changing and how do retailers anticipate this change? You’ll investigate the various elements included in retail strategy, including sales channels, the supply chain, distribution, costing structures, product development, category management, promotional techniques and internationalisation.

    Environmental Management

    The aim of this module is to equip you with a set of tools and techniques for managing environmental performance in both the context of national and international policy regulations, conventions and government policy and corporate strategy. You'll examine the impact of culture, media and religion on the formulation and implementation of environmental policy at international, national and corporate level. Techniques for improving the environmental performance of an economy as a whole as well as policies and systems for measuring and managing environmental improving corporate performance will be explored.

    E-Commerce

    In this module, you’ll learn how to organise and execute business activities and specific transactions on a variety of electronic platforms. You’ll build your understanding of the electronic economy and how the changes in the electronic landscape and technology are shaping the development and success of business. In addition to learning about e-commerce operations, you’ll consider how businesses interact with their key stakeholders, such as customer and public administration agencies, in the Internet context.

    Digital Campaigns and Communications

    This module is designed to develop and integrate your knowledge of the concepts, theories and practices associated with digital marketing. It keeps you at the forefront of modern practices bridging the gap between theory and its practical application into developing a strategic campaign and communications plan. You’ll learn how to manage and control a digital marketing campaign, to critically evaluate your own or others’ professional practice as campaign managers, and you’ll be introduced to the concepts project management, resource administration and cost control.

    This course has modules making up 120 credits over 1 year, with each credit being 10 hours of study (1200 hours in total). An average approximately* 17% (138 hours) of the study time on this course is spent with your tutors face to face or online in lectures, seminars, tutorials, practicals and workshops. The remainder of the time will be spent on independent study. Assessments takes place through a variety of exams and coursework.

    Subject to mode of study. *Based on current core modules.

    Calculated using data from the academic year 2024/25, as of November 2024.

    Teaching

    The teaching year for most courses normally starts in September with breaks at Christmas and Easter, finishing with a main examination/assessment period around May/June. Teaching on other courses including professional courses, postgraduate taught, research, distance learning and apprenticeship may have other start dates including January and May. All start dates can be found on each course page and term dates are also available. Students on a full-time course may have to attend every day of the week. Students who choose to study a full-time course on a part-time basis will generally attend modules at the same time as our full-time students. Timetables are normally available one month before registration.

    Our courses are taught at our University campus and you can expect that your lectures and seminars will be held face to face, except in cases of emergency or if specifically stated otherwise in the module description.

    Feedback

    Feedback (usually written) is normally provided on all coursework submissions within three term time weeks – unless the submission was made towards the end of the session in which case feedback would be available on request after the formal publication of results. Feedback on exam performance/final coursework is available on request after the publication of results.

    Progression

    You may progress to the next stage of your course or research degree, subject to meeting University assessment criteria and professional, statutory or regulatory body guidelines.

    1. The University of Huddersfield has been rated Gold in all three aspects of the Teaching Excellence Framework (TEF) 2023. We were the only university in Yorkshire and the Humber and the North West to achieve Gold ratings in all three aspects of the TEF among those announced in September 2023. In fact only 13 Universities, out of the 96 that were announced in September 2023, were Gold in all three ratings.

    2. Our teaching staff rank first in England for the proportion with higher degrees and teaching qualifications, as well as being top five for those holding doctorates (HESA 2025). So you’ll learn from some of the best, helping you to be the best.

    3. We are second in the country for National Teaching Fellowships, which mark the UK’s best lecturers in Higher Education, winning a total of 24 since 2008 (2025 data).

    4. We won the first Global Teaching Excellence Award, recognising the University’s commitment to world-class teaching and its success in developing students as independent learners and critical thinkers (Higher Education Academy, 2017).

    Visit ‘Our experts’ page where you’ll find in-depth profiles of all our academic staff

    At Huddersfield, you'll study the Global Professional Award (GPA) alongside your degree* so that you gain valuable qualities and experiences that could help you to get the career you want, no matter what your field of study is. On completion of the Award, you'll receive a GPA certificate from the University of Huddersfield, alongside the specialist subject skills and knowledge you gain as part of your degree, which may help to set you apart from other graduates.

    Giving students access to the Global Professional Award is one of the reasons the University won ‘Best University Employability Strategy’ award at the National Graduate Recruitment Awards 2021. Find out more on the Global Professional Award webpage.

    *full-time, undergraduate first degrees with a minimum duration of three years. This does not include postgraduate, foundation, top-up, accelerated or apprenticeship degrees.

    What our students have to say

    The University of Huddersfield offers a diverse and vibrant student environment, located on one central town centre campus site. Huddersfield Business School provides you with a modern, professional environment in which to learn and develop, located right next to the Huddersfield Narrow Canal it's in a leafy and picturesque location at the heart of the campus.

    Watch our profile video to hear Gemma describe why she chose the University of Huddersfield.

    Discover more about the course

    Your Career

    Discover the job roles our graduates are working in now.

    Professional links and accreditation

    Recognised connections to give you an extra edge when you graduate.

    Inspiring Graduate

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    Careers advice

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    Student Support

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    Research Excellence

    See how our innovative research shapes what you'll learn.

    Important information

    When you enrol as a student of the University, your study and time with us will be governed by our terms and conditions, Handbook of Regulations and associated policies. It is important that you familiarise yourself with these as you will be asked to agree to them when you join us as a student. You will find a guide to the key terms here, along with the Student Protection Plan.

    Although we always try and ensure we deliver our courses as described, sometimes we may have to make changes for the following reasons:

    Changes to a course you have applied for but are not yet enrolled on

    If we propose to make a major change to a course that you are holding an offer for, then we will tell you as soon as possible so that you can decide whether to withdraw your application prior to enrolment. We may occasionally have to withdraw a course you have applied for or combine your programme with another programme if we consider this reasonably necessary to ensure a good student experience, for example if there are not enough applicants. Where this is the case we will notify you as soon as reasonably possible and if you are unhappy with the change we will discuss with you other suitable courses we can transfer your application to. If you do not wish to transfer to another course with us, you may cancel your application and we will refund you any deposits or fees you have paid to us.

    Changes to your course after you enrol as a student

    Changes to option modules

    Where your course allows you to choose modules from a range of options, we will review these each year and change them to reflect the expertise of our staff, current trends in research and as a result of student feedback or demand for certain modules. We will always ensure that you have an equivalent range of options to that advertised for the course. We will let you know in good time the options available for you to choose for the following year.

    Major changes

    We will only make major changes to non-optional modules on a course if it is necessary for us to do so and provided such changes are reasonable. A major change is a change that substantially changes the outcomes, or a significant part of your course, such as the nature of the award or a substantial change to module content, teaching days (part time provision), type of delivery or assessment of the core curriculum. For example, it may be necessary to make a major change to reflect changes in the law or the requirements of the University’s regulators or a commissioning or accrediting body. We may also make changes to improve the course in response to student, examiners’ or other course evaluators’ feedback or to ensure you are being taught current best practice. Major changes may also be necessary because of circumstances outside our reasonable control, such as a key member of staff being unable to teach due to illness, where they have a particular specialism that can’t be adequately covered by other members of staff; or due to pandemics, other disasters (such as fire, flood or war) or changes made by the government.

    Major changes would usually be made with effect from the next academic year, but may happen sooner in an emergency. We will notify you as soon as possible should we need to make a major change and will consult with affected groups of students and any changes would only be made in accordance with our regulations. If you reasonably believe that the proposed change will cause you detriment or hardship we will, if appropriate, work with you to try to reduce the adverse effect on you or find an appropriate solution. Where an appropriate solution cannot be found and you let us know before the change takes effect you can cancel your registration and withdraw from the University without liability to the University for any additional tuition fees. We will provide reasonable support to assist you with transferring to another university if you wish to do so and you may be eligible for an exit award depending on how far through your course you are.

    In exceptional circumstances, we may, for reasons outside of our control, be forced to discontinue or suspend your course. Where this is the case, a formal exit strategy will be followed in accordance with the student protection plan.

    The Office for Students (OfS) is the principal regulator for the University.

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