International Marketing MSc | 2017/18
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International Marketing MSc 2017/18 entry

Course code:

BEST113

Study options:

1 year full-time, 2-3 years part-time

How to Apply
Location:

Coventry University

Starting:

January 2018
May 2018

Fees:
Faculty:

Get in touch

For questions regarding study and admissions please contact us:


+44 (0) 24 7765 2152


Overview

In our increasingly globalised world, there is a growing demand for digital and content marketers with the confidence to conduct business in an international marketplace, capable of overcoming the challenges of marketing across countries and cultures.

This Chartered Institute of Marketing (CIM) accredited course aims to help develop practical, proactive strategic marketers who can design and implement international marketing activities and strategies that adapt to changing market conditions in this fast-paced, often volatile environment.

You’ll have opportunities to apply your knowledge in our digital marketing lab, analyse real-life business case studies, work on ‘live’ projects and hear from industry guest speakers.

Coventry University is a CIM accredited study centre which provides the opportunity to top up your Master’s to obtain the CIM Professional Diploma in Marketing qualification. The course also includes the Chartered Management Institute (CMI) accredited module, Global Professional Development. Students who successfully complete the CMI module will also gain a Level 7 Certificate in Strategic Leadership and Management and a Level 7 Award in Professional Consulting.

Why Coventry University?

An award-winning university, we are committed to providing our students with the best possible experience. We continue to invest in both our facilities and our innovative approach to education. Our students benefit from industry-relevant teaching, and resources and support designed to help them succeed. These range from our modern library and computing facilities to dedicated careers advice and our impressive Students’ Union activities.

Global ready

An international outlook, with global opportunities

Employability

Career-ready graduates, with the skills to succeed

Student experience

All the support you need, in a top student city

Accreditations and Professional Recognition

This course is accredited and recognised by the following bodies:

Chartered Institute of Marketing (CIM)

We are a Chartered Institute of Marketing (CIM) accredited Study Centre, which means that students who complete the MSc International Marketing at Coventry University are exempt from one of three modules of the CIM Diploma in Professional Marketing.We are a Chartered Institute of Marketing (CIM) accredited Study Centre, which means that students who complete the MSc International Marketing at Coventry University are exempt from one of three modules of the CIM Diploma in Professional Marketing.


Chartered Management Institute (CMI)

The course also includes the Chartered Management Institute (CMI) accredited module, Global Professional Development. Students who successfully complete the CMI module will also gain a Level 7 Certificate in Strategic Leadership and Management and a Level 7 Award in Professional Consulting.

European Foundation for Management Development (EFMD)


Chartered Association of Business Schools (CABS)

Course information

Marketing across countries requires different skills and knowledge – from identifying specific market needs to understanding the cultural nuances which influence customer motivations.

We will consider the broader implications of marketing and its impact upon consumers, society and other stakeholders, such as managing corporate reputation and the motivations for internationalising business. You will be introduced to ways of achieving competitive advantage in today’s business environment. For example, the extensive use of analytics and the various market research techniques used in decision making.

As the course progresses, you will have the opportunity to develop more specialist knowledge, understanding and skills. We will consider the different commercial forms and strategies to pursue international business and key influences in the global marketing management paradigm.

Modules

Overview

In the first semester, we focus on building knowledge of the core principles and practices of marketing, considering international consumer behaviour, strategic promotional planning, marketing communications, branding and brand strategies.

Since marketing is a discipline that requires hands-on experience of conducting and managing activities, there will be opportunities to apply your marketing knowledge more extensively in the second semester. You can also practice your analytical skills using simulation games, such as the Cesim SIMBrand marketing management game.

The culmination of your Master's course will be either a dissertation or a company internship that will provide you with the opportunity to undertake a workplace project on behalf of an organisation. Past students have explored topics such as global marketing strategy or the luxury brand market in China. Some of the companies we work with may ask you to produce a full situation analysis for them – previous organisations requesting this have included Coventry City Council, Aston Martin and Jaguar Land Rover.

This course includes the Global Professional Development. Each of the participating postgraduate courses have an individually tailored version of the Chartered Management Institute (CMI) Global Professional Development module.

Modules

  • Semester 1

    • Strategic Marketing Management
    • Consumer Behaviour
    • Marketing Consultancy Research
    • Contemporary Issues in Marketing
  • Semester 2

    • Managing Corporate Reputation
    • International Business and Global Strategy
    • Global Brand Management
    • Digital Marketing
    • Global Professional Development - Consultancy
  • Semester 3

    • Dissertation or Company Internship

In more detail...

  • Successful completion provides an exemption towards the CIM Professional Diploma in Marketing qualification.
  • With over 5,000 students, Coventry Business School is one of the largest in Europe, rated as ‘excellent’ by Eduniversal.
  • Opportunities to participate in industry field trips, to advertising agencies and exhibitions, such as the Digital Marketing Show.
  • Opportunities to hear from guest speakers from industry speaking about various marketing challenges, for example, Big Data, social media and online customer engagement.
  • Use of digital communications lab – the DigiComm Lab –  equipped with industry-standard software, including Adobe Comp, Adobe Slate, Adobe Voice, Behance, WordPress and social media platforms.
  • Staff aim to stay abreast of marketing issues and trends, sharing their experience of relevant national and international conferences, such as those organised by the Academy of Marketing or the European Marketing Academy.

Strong graduate employability - 81% in work or further study after six months (DLHE 2015/16) and over three-quarters of those employed in professional level roles.

Our main study themes are:

  • Marketing Management: Aims to provide a strategic focus for marketing management by applying operational principles and practices to the framework of the marketing planning process in building organisational strategy. We focus on the implementation, control and evaluation of the marketing planning framework. You will have the opportunity to learn to construct and implement a strategic marketing plan, evaluating its effectiveness by analysing the marketing and financial impact of business decision-making, based on key performance indices.

  • International Business and Global Strategy: Covers the foundations of international business and globalisation, including international business and trade, investment, the world trade system, foreign exchange and global financial system. We consider the challenges and opportunities presented by foreign market entry, such as governments and legislation, ethics and culture, industry and competition, resources and capabilities.

  • Digital and social media marketing: Aims to provide guidance on how to apply marketing on the Internet and emerging digital technologies, building on existing theories and concepts and questioning the validity of various e-models in the light of the differences between the internet and alternative media. We focus on the drivers for the increase in web engagement and social networking approaches, exploring the different strategies of developing and implementing digital marketing strategies to suit different organisational settings.

  • Consumer behaviour: An in-depth understanding of consumer behaviour underpins all marketing activities, so we aim to provide you with a detailed insight into the psychology of consumers (their motivations, thoughts, feelings, reasoning, information processing, decision making and behaviour) and how they interact with their socio-economic and cultural environment to achieve their goals in today’s society.

The teaching, learning and assessment strategies of this course have been designed to align the curriculum with CIM Professional Diploma in Marketing qualification, the professional requirements of which will be met on successful completion, providing exemption from one of three modules, which can be studied immediately after your degree or in the three to five years following.

The course is structured to provide a mix of classroom and lab-based activity with a series of lectures, associated seminars, practical workshop classes and personal tutorials. In digital marketing, there are opportunities to analyse web designing software, practice web platforms and blogging techniques to develop your skills in manipulating new media for marketing and advertising applications.

We make extensive use of online teaching software and databases to bridge the gap between theory and the real world of business. You will conduct a situation analysis of a company, identify high potential countries for a company’s selected products or services and to select best target markets. In the past, students have examined a range of multinational companies such as Jaguar Land Rover.  

The teaching team has many years of industry experience on both the client and agency side; they aim to draw on this experience for case material and contacts to bring the course to life. For example, Dr Weiyue Wang work has been published in a variety of quality management and marketing academic journals including The Leadership Quarterly, Journal of General Management, International Studies of Management and Organization, European Journal of Marketing, Journal of Marketing Management, among others.  Dr Anvita Kumar Senior Lecturer in Marketing at Coventry University:  holds an MBA in Marketing from University of Leeds and a PhD in Marketing from Cass Business School. Her main research focus is in areas of marketing communication, branding strategies and role of emotions in marketing and consumer behaviour, with specific interest in ethical consumption and consumer information processing. A member of the Academy of Marketing Science, her work has been accepted and presented at leading marketing conferences such as Academy of Marketing Science (AMS), Global Marketing Conference (GMC) and Institute for Social Marketing (ISM). She is also responsible for one of our research themes within our School.

There are opportunities to attend guest lectures with marketing speakers from industry and offer a range of field trips both nationally and internationally – in the past to Liverpool FC – which provide exposure to industry and develop your intercultural competencies.

The learning outcomes of modules, assessments and projects will be clearly stated at the beginning of each module. Your work will be marked according to how well you achieve these learning outcomes and your final feedback will refer to each outcome, as well as providing an overall percentage grade. 
The course provides a variety of assessment methods, including closed‐book examination, individual and group reports and presentations, multiple‐choice questions including justification of answers, e‐Portfolios and analysing live data (analytics). 

An estimated percentage breakdown of your final grade assessment is as follows:

  • Formal examinations 60%
  • Coursework: 40%

On the successful completion of 180 level Masters credits, awards may be made with a ‘Distinction’ or ‘Merit’, based on the achievement of an average mark of at least 70% or 60% respectively. Students may be awarded the Postgraduate Diploma (PgDip) if they achieve 120 credits and a Postgraduate Certificate (PgCert) if they achieve 60 credits. Students may only progress to the final stage of Masters programmes after meeting the requirements for award of a Postgraduate Diploma.

40% assessed by coursework

On successful completion, you should have knowledge of:

  • The essential principles of marketing and advertising practices.
  • Customers and stakeholders and their role within organisations.
  • How to identify and apply an appropriate depth of analysis from relevant sources of marketing information and research techniques.
  • Selected specialist sub-disciplines within marketing, advertising or management at an advanced level.
  • Current contemporary issues including sustainability, ethics and CSR in marketing and digital marketing.• The tools used in digital and social media marketing using appropriate software.

 


On successful completion, you should be able to:

  • Apply appropriate techniques to solve marketing communications problems in business.
  • Present ideas and findings to an audience, communicating effectively in written, verbal or electronic format using appropriate business media and IT applications.
  • Identify a marketing or advertising problem, choose and justify an appropriate research method and attempt to answer a question posed.
  • Source analyse and apply appropriate marketing information to support decision making.
  • Develop and implement creative ideas in response to an advertising brief.
  • Critically analyse and interpret marketing data and consumer responses to advertising and marketing activities.
  • Develop an advertising and marketing plan.

In a typical teaching week, you will have up to 14 ‘contact’ hours of teaching. This generally breaks down as:

  • Personal tutorial/small group teaching: Several smaller one to one tutorial/seminars will be organised over the semester per module.
  • Medium group teaching: 9 hours of practical classes, workshops or seminars each week.
  • Large group teaching: 4 hours of lectures each week.

In addition, you will be expected to undertake a further 110 hours of self-directed studying per module per semester and revising in your own time.

There are multiple opportunities to gain international experience, not least through the multicultural environment fostered by staff and students from all over the world. Nearly two-thirds of the Department’s staff have joined from overseas countries, so our department considers itself very international in outlook.

The focus of this master’s degree is international and we use international case studies throughout. While the major focus of the module is deliberately global, some coverage of European and other trade blocs (i.e. emerging economies) will be afforded through case study sessions and assignment work.

Throughout the course, there are opportunities to visit companies to gain a real-life experience of marketing, both at home and abroad. Previous cohorts of students on similar courses have visited Leuven in Belgium, Dubai and Malaysia and most recently Greece, where students had the opportunity to take part in a special workshop led by Dr Ilias Kapoutsis at the prestigious Athens University of Economics and Business on the subject of essential negotiation concepts and practices. Working in teams, students participated in a role-play negotiation exercise involving two firms negotiating over marketing related issues. In the debriefing, they then presented their negotiation outcomes, the underlying rationale and highlighted best strategies to use.

As part of their ‘Global Marketing’ module, students are given the opportunity to work with one of our partner universities, Baylor University in the United States. Through online websites, they are tasked with developing global marketing strategies for a chosen product in different global markets. In 2016/17, the focus was emerging markets.

Global ready

Did you know we help more students travel internationally than any other UK university according to data from the experts in higher education data and analysis, HESA?

In 2014/15, we were able to provide a total of 2,264 student experiences abroad that lasted at least five days, 73% of which were our own organised trips for undergraduates and 27% from postgraduate travel. Plus, we've been able to help more than 5,000 students spend time in other countries, from America to China, India and beyond.

Much of this travel is made possible through our Global Leaders Programme, which enables students to prepare for the challenges of the global employment market, as well as strengthening and developing their broader personal and professional skills.

Explore our international experiences

1st for

international experiences

Sending more students overseas than any other UK uni (HESA)


2,264

Student experiences

The number of student trips abroad for at least 5 days in 2014/15



12,000

and counting

The number of students we’ve helped travel internationally so far

21

global programmes

As well as trips, we offer other opportunities like language courses


Entry Requirements

Applicants should hold a good second class honours degree, preferably in a related business or management discipline.

Applicants should hold a good second class honours degree, preferably in a related business or management discipline.

Our International Student Hub offers information on entry requirements for your country, as well as contact details for agents and representatives should you need more advice.

More detail

Applicants should hold a good second class honours degree, preferably in a related business or management discipline.

Our International Student Hub offers information on entry requirements for your country, as well as contact details for agents and representatives should you need more advice.

More detail

Tuition Fees

We pride ourselves on offering competitive tuition fees which we review on an annual basis and offer a wide range of scholarships to support students with their studies. Course fees are calculated on the basis of what it costs to teach each course and we aim for total financial transparency.

Starts

Fee


January 2018

£10,121 (per year)


May 2018

£10,121 (per year)


Scholarships

If you're a truly outstanding undergraduate candidate we may be able to offer you a Coventry University Scholarship. Coventry University Scholarships are awarded to recognise truly exceptional sports achievement and academic excellence.

Starts

Fee


January 2018

£10,121 (per year)


May 2018

£10,121 (per year)


Scholarships

For the September 2017 and January 2018 intakes, we're investing £1 million into scholarships for high achieving and enterprising students.

Our scholarships are worth up to £10,000 and every student that applies will be considered. Fulfil your potential this academic year with Coventry University!

Starts

Fee


January 2018

£14,311 (per year)


May 2018

£14,311 (per year)


Scholarships

For the September 2017 and January 2018 intakes, we're investing £1 million into scholarships for high achieving and enterprising students.

Our scholarships are worth up to £10,000 and every student that applies will be considered. Fulfil your potential this academic year with Coventry University!

Career prospects

Graduates of this course could go on to pursue a wide range of career opportunities both here in the UK or overseas in multinational marketing or communications agencies, in-house marketing departments or the rapidly expanding digital, direct and interactive marketing industry.

Our course is accredited by the Chartered Institute of Marketing (CIM), which means that straight after your degree you can go on to achieve the CIM Professional Diploma in Marketing. With appropriate work experience, you would then be eligible for Associated/Member status from CIM, able to use the designatory letters ACIM/MCIM. With this, you will also be well on your way to achieving Chartered Marketer status, the mark of an up-to-date, qualified and experienced marketing professional. Additional costs may apply. Please check with the membership body for details.

You will have the support of dedicated Personal Employment Tutors and our well-established Employment Unit with an extensive network of employers with a wide range of internship possibilities. The employment unit can also support you with workshops and guidance on the various aspects of the employment process such as preparing your CV, interview practice and mock assessment centres.

Coventry University is committed to preparing you for your future career and giving you a competitive edge in the graduate job market. The University's Careers and Employability team provide a wide range of support services to help you plan and prepare for your career.

Where our graduates work

Previous graduates have secured positions in marketing areas such as brand management, creative advertising development, marketing associate professionals, buyers and procurement officers, managers and proprietors in other services, management consultants and business analysts, sales accounts and business development managers, managers and directors in retail and wholesale.

Some of our recent graduates are working with organisations such as Valeo, McCann-Erickson, Minority Group Support Services, Danco, IPU (Inter parlimentary Union), King Power, Dongguan Television, BMW, Dyson, IKEA, Smartspotter (Hamilton Bright Group), Dukes International as well as owning their own companies.

Disclaimer

By accepting your offer of a place with us, a Student Contract (“the Contract”) will be formed between you and the University. The Contract will detail all of your rights and also the obligations you will be bound by during your time as a student and will also contain all of the obligations that the University owes to you.  We would encourage you to read the Student Contract before you accept any offer of a place at the University. A copy of the Contract can be found here.