Global Marketing (Top-up) BA(Hons)

2018-19 (also available for 2017-18, 2019-20)

We look at global businesses, iconic brands, international marketing and communications. You could develop skills for an international marketing career.

It’s not too late to apply for September 2018. Find out more

Start date

17 September 2018


1 year full-time



Places available (subject to change)


Phone contact: +44 (0)1484 472956

About the course

With globalisation and instant communications, many businesses are operating in a truly international market. The marketing managers of the future will need to compete on a global scale. This one-year top-up course aims to help you gain the skills and knowledge to get started on a career in global marketing. It could be ideal if you’ve already studied marketing and business.

If you already have a significant level of market awareness and would like to gain a deeper understanding of marketing in an international context we’ll give you the opportunity to enhance your strengths in global marketing and international business and give you the chance to choose modules like strategic management to build up your skills.

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.And 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 advertising strategy and planning, strategic management, PR and sponsorship and marketing for small businesses.

The constantly changing landscape of marketing offers a dynamic and exciting career for students who enjoy the challenges of innovation, creating communication campaigns for a range of consumer segments, researching their needs and behaviour and planning outstanding brand experiences. Live projects, the opportunity to participate in prestigious national competitions such as L'Oreal Brandstorm and the Chartered Institute of Marketing 'Pitch', and gaining a CIM professional qualification alongside your degree can help build your marketing skills and enhance your employability.

The year-long marketing placement in the UK or overseas allows you to put your newly gained knowledge and skills into practice, and provides you with the opportunity to develop your CV. Huddersfield marketers have a reputation for having a 'can do attitude' demonstrating versatility, flexibility and initiative, leading our graduates to progress to a wide range of jobs in both large and small organisations, locally, nationally and internationally.

Glynis Jones, Principal Lecturer in Marketing

Entry requirements

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

  • HND or overseas equivalent.
  • Foundation degree or 120 ECTS.

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. The 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 Elina Luty describe why she chose the University of Huddersfield.

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. This module aims to consolidate information from other modules that you have studied previously and modules on the Global Marketing course in order to develop an advanced understanding of marketing at international or global level. It involves the consideration of the international marketing environment and the application of marketing principles for companies operating in foreign and world markets.

Cross Cultural Studies

This module considers the influence that national culture has on behaviour and the implications of this for organisational design and management. The impact that working across national cultures is considered and how the cross cultural manager can be supported in a changing environment. A blend of theory and practice engages the learner in a range of organisational and cultural settings.

Strategic Marketing Planning

This module will consolidate and build on previous studies in Marketing within a strategic marketing planning framework. The module gives you the opportunity to develop your analytical and practical skills in relation to creating, presenting and defending strategic marketing plans, which you will then implement in a computer-based simulation of a dynamic, and highly competitive, marketing environment.

International Business

This module considers the fundamental issue of competitiveness and helps you to consider a strategic perspective on globalisation. You'll explore the benefits of location (such as costs, consumer preferences and technology) and the internationalisation of business through the impact of multinationals and global supply chains. In term 2 you'll focus on international business functions such as marketing and human resources.

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.


Strategic Management

This module highlights the role of strategic management in organisations and helps make you aware of the key strategic management approaches that assist managers in delivering both short and long term aims, goals and objectives for the organisation. It is underpinned by theory that then provides a tool kit for strategic analysis and demonstrates how this can aid management teams make business decisions in today’s complex and turbulent environments.

Marketing and Management of Innovation

This module explores the management of innovation and in particular, the new product development process. It considers the role of marketing in this process and also looks at the use of new technologies and new approaches to marketing. You'll have the opportunity to develop your own innovative idea, present the concept to the class and put together a convincing and innovative marketing strategy, which is written up in a report.

Advertising Strategy and Planning

The module builds upon the knowledge developed in the first two years of your study. It provides an understanding of contemporary advertising theory, strategies and practices, and gives you the opportunity to use your practical and creative skills in the development of advertising plans.

Public Relations and Sponsorship

This module explores in more depth the public relations and sponsorship elements of the marketing communications mix which will have been touched upon in previous modules. The PR element of the module is taught from a managerial perspective rather than a ‘how to’ approach. The sponsorship element is more practical.

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.

You will be taught through a series of lectures, seminars, tutorials, workshops, directed study and project work with a strong focus on practical work. Assessment will include exams, short answer questions, essays, in-class tests, verbal presentations, group projects, clinical case studies reflective portfolio and dissertation.

If you are concerned about adapting to study at university level, then our Learning Development Group, (LDG) based in the Huddersfield Business School building offers a dedicated service helping our students to improve their academic skills in areas such as presentations skills, time-management, academic reading, referencing or academic writing, research for essay preparation and how to prepare effectively for examinations.

Your module specification/course handbook will provide full details of the assessment criteria applying to your course.

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.

Further information

The teaching year normally starts in September with breaks at Christmas and Easter, finishing with a main examination/assessment period around May/June. Timetables are normally available one month before registration. You can study this course on a part-time basis but, as this is a full-time course, you may have to attend every day of the week.

Your course is made up of modules and each module is worth a number of credits. Each year you study modules to the value of 120 credits, adding up to 360 credits in total for a bachelor’s qualification. These credits can come from a combination of core, compulsory and optional modules but please note that optional modules may not run if we do not have enough students interested.

If you achieve 120 credits for the current stage you are at, you may progress to the next stage of your course, subject to any professional, statutory or regulatory body guidelines.

Teaching excellence

  1. Huddersfield is a TEF gold-rated institution delivering consistently outstanding teaching and learning of the highest quality found in the UK (Teaching Excellence Framework, 2017).
  2. 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 (HEA, 2017).
  3. Here at Huddersfield, you’ll be taught by some of the best lecturers in the country. The University is number one in England for the proportion of staff with teaching qualifications (HEFCE, 2016).
  4. For the past ten years, we’ve been the UK’s leading university for National Teaching Fellowships too, which rate Britain’s best lecturers. It’s all part of our ongoing drive for teaching excellence, which helps our students to achieve great things too.
  5. We’re unique in the fact that all our permanent teaching staff* have, or are completing, doctorates. This expertise, together with our teaching credentials, means that students here learn from knowledgeable and well-qualified teachers and academics who are at the forefront of their subject area.

*Permanent staff, after probation: some recently appointed colleagues will only obtain recognition in the months after their arrival in Huddersfield, once they have started teaching; research degrees applies to those on contracts of more than half-time.

Your Career

We know you're coming to university to undertake your course, meet new people and broaden your horizons. However, we also help you to focus on life after you have graduated to ensure that your hard work pays off and you achieve your ambition.

So while you're here (and even after you graduate) the Careers and Employability Service offer professional help, support and guidance, including industry-supported workshops, careers fairs and one-to-one guidance sessions. Find out more about the Service.


* Whilst this is a top-up course and therefore there are no graduate statistics for this specific course, 95% of graduates from courses in this subject area go on to work and/or further study within six months of graduating (Destinations of Leavers Survey 2015/16).

95%Graduates employed*

Student support

At the University of Huddersfield, you'll find support networks and services to help you get ahead in your studies and social life. Whether you study at undergraduate or postgraduate level, you'll soon discover that you're never far away from our dedicated staff and resources to help you to navigate through your personal student journey. Find out more about all our support services.

Important information

We will always try to deliver your course as described on this web page. However, sometimes we may have to make changes as set out below.

We review all optional modules each year and change them to reflect the expertise of our staff, current trends in research and as a result of student feedback. We will always ensure that you have a range of options to choose from and we will let students know in good time the options available for them to choose for the following year.

We will only change core modules for a course if it is necessary for us to do so, for example to maintain course accreditation. We will let you know about any such changes as soon as possible, usually before you begin the relevant academic year.

Sometimes we have to make changes to other aspects of a course or how it is delivered. We only make these changes if they are for reasons outside of our control, or where they are for our students’ benefit. Again, we will let you know about any such changes as soon as possible, usually before the relevant academic year. Our regulations set out our procedure which we will follow when we need to make any such changes.

When you enrol as a student of the University, your study and time with us will be governed by a framework of regulations, policies and procedures, which form the basis of your agreement with us. These include regulations regarding the assessment of your course, academic integrity, your conduct (including attendance) and disciplinary procedure, fees and finance and compliance with visa requirements (where relevant). It is important that you familiarise yourself with these as you will be asked to agree to abide by them when you join us as a student. You will find a guide to the key terms here, where you will also find links to the full text of each of the regulations, policies and procedures referred to.

The Higher Education Funding Council for England is the principal regulator for the University.

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