BA (Hons) International Marketing

Combining traditional and digital marketing, this programme will provide you with the knowledge and expertise required for a successful career locally or internationally. You will gain a sound understanding of specific aspects of marketing, leading to a wide range of career options.

Marketing involves almost every aspect of an organisation, from advertising, sales, market research and new product development to the creation, promotion and protection of a company brand. Through understanding customers and their needs and desires a company can make itself, its goods or its services irresistible to consumers.

Our excellent industry links provide you with opportunities to engage in real life projects and case studies, putting into practice the theory learned throughout the programme.

A recent development to the International Marketing programme is the inclusion of digital and data analytic modules to enhance employability and meet the needs of a digitally evolving sector.

As well as research-led teaching, you will also benefit from guest lectures that contribute marketing insight from an industry perspective. Examples include Fiona Gray from Equator, an award winning digital marketing agency and Douglas Smith from B2B digital marketing agency Thermo Fisher. Both organisations also offer paid internships. You may also benefit from workshops led by the Scottish Enterprise Institute and the university's close relationship with the Chartered Institute for Marketing and the Marketing Society (Scotland). Typically, two students from the university enter the Marketing Society Star Student competition. You are also encouraged to enter other competitions, such as the Digital Media Academy Breakthrough Award. Our student led Marketing Society also gets invitations to Marketing Society networking events and talks, to which students involved with this group are invited.

Year 1

Principles of Marketing; Enterprising Behaviours for the Business Professional; International Economic Issues and Challenges; Marketing, Design and Creativity; Fundamentals of Financial Management; Option module

Year 2

Consumer Buying Behaviour; Ethics and Responsible Leadership; Brand Management; Social Media Marketing; Introduction to Quantitative Data Analysis; Option module

Year 3

International Marketing Strategy; International Marketing Communications; Entrepreneurship for Business, Society and the Professions; Business Research Methods: Theory and Practice; Introduction to Data Analytics; Option module

Year 4

Honours Dissertation; Changing Perspectives in International Marketing; Global Brand Marketing; International Advertising Strategy; Option module

The module and assessment information described here has been approved in line with the University’s Quality Assurance and Enhancement Process. This allows us to ensure that the courses we offer are high quality and relevant for today’s students. Occasionally we have to make changes to programme information after it has been published. For full details of potential changes to programmes and how they can affect your application please read the Information for students relating to Programme Changes/Cancellation and Withdrawal from Portfolio.

Study Options

  • 2022/23


Mode of study


Start date



BA (Hons)
Full Time
4 Years
Sep 2022
GCU Glasgow
Award Mode of study Duration Start date Location UCAS  
BA (Hons) Full Time 4 Years Sep 2022 GCU Glasgow Enquire Apply

Year 1
Scottish Higher: Standard entry requirement: BBBBC (incl English) Nat 5: C (Maths)
Minimum entry requirement: BBBCC (incl English) Nat 5:C (Maths)

Minimum entry requirements are for widening access students only. If you are from a group that is not currently well-represented in higher education you may qualify as a widening access student. This includes living in a target postcode area, attending a target school or college, attending SWAP, are care-experienced or provide care for someone else, have refugee status or are an asylum seeker.

A level: BCC GCSE: C/4 (Maths and English)
ILC Higher: H2 H3 H3 H3 H3 (incl H3: English) Maths H5/O2:
IB Diploma: 26 points (incl Maths and English)
BTEC: DMM Ext Dip GCSE: C/4 (Maths and English)
SWAP: Law, Business and Accounting - BBB

Year 3
College HND: Marketing/Advertising and PR/Retail Management/Business - graded units AB/BA

English language IELTS score of 6.0 with no element below 5.5 (or equivalent)

All entry requirements listed here should be used as a guide and represent the minimum required to be considered for entry. Applicants who are made a conditional offer of a place may be asked to achieve more than is stated.

Additional Information

Modern Apprenticeships

If you have completed a Modern Apprenticeship at SCQF level 6 in a relevant discipline this would be equivalent to two highers at B.

Relevant experience (RPL)

GCU’s flexible entry policies exist to allow relevant work experience and prior learning to be considered towards standard entry or advanced entry into a course. If you have three to five years of relevant work experience, you can apply for the degree that interests you and get in touch with our admissions team about your application and your eligibility for Recognition of Prior Learning.

International Pathways

If you do not meet the English language requirements, you may be eligible for our pre-sessional English programme which is taught at our Glasgow campus.

You will have the option of a work experience module during year 3. This will provide you with the opportunity to gain experience while studying and enhancing your future employability.

The tuition fees you pay are mostly determined by your fee status. What is my student fee status?

Annual full-time tuition fees

Home: £1,820*
RUK: £9,250**
International: £13,000

*Scottish student tuition fees are subject to confirmation by the Scottish Government and may change once confirmed.
**Students from the Rest of the UK (RUK) will pay no more than £27,750 towards the total fees of a three or four-year degree.

Fees are subject to change and published here for guidance only.

Additional costs

As a student at the University, there are additional fees and costs which may or may not apply to you, but that you should be aware of.

View additional costs


We provide high-quality education for a fair price; as the University for the Common Good, we are committed to offering accessible higher education for talented students by keeping our tuition fees low and providing a generous scholarship package of over £2 million per year.

View undergraduate scholarships at GCU.

Students can choose to study language modules as part of this degree. GCU offers modules in French, Spanish, German and Italian and each are offered at different levels depending on your background knowledge.

To enhance your global outlook you can add international experience to your programme by choosing a study exchange with one of our partner institutions across Europe, North America, and new opportunities in Latin America and Asia.

The Chartered Institute of Marketing (CIM) is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners.

The programme is accredited by the Chartered Institute of Marketing (CIM) which is the professional body for marketing within the United Kingdom. This means that the CIM values our programme and our graduates may also gain partial exemption from the CIM diploma exams. The CIM's diploma leads to membership of the CIM and the further opportunity to gain the coveted title of Chartered Marketer.

GCU has joined forces with CIM to give students the opportunity to gain professional qualifications through CIM Graduate Gateway. CIM qualifications are highly sought after by employers, and map alongside our own degrees which ensures we are equipping students with the best opportunities for a successful marketing career.

Find out more about CIM Membership.

We emphasise learning methods that encourage you to actively participate, to function in teams, to analyse real-life situations and problems, to apply ethical and sustainable business thinking and to use professional skills to communicate solutions.

Through GCULearn, the university's virtual learning environment, you'll have access to course materials, reading resources, assessments and feedback online. Using GCU Learn, you'll undertake online activities and tasks, listen to podcasts, be involved in online discussion groups, and take part in blogs, wikis and Twitter-based learning activities.

Throughout the course, you'll get involved in live projects with industry partners setting design briefs and providing one-to-one student feedback.