International Fashion Business BA | Coventry Unive...

Campus Map

Working with Coventry University

Working at Coventry University

Coventry University is a diverse and exciting place to work and we share the enthusiasm of our staff and students to be the best at whatever they choose to do. As one of the City’s biggest employers, we offer some impressive benefits for our staff and are committed to delivering the very best opportunities. We have a comprehensive training, personal and professional development programme that provides our employees with the skills to enhance their performance in the workplace and grow in their careers. There are pension schemes, a generous holiday allowance and flexible working opportunities as well as lifestyle benefits including childcare vouchers, discounted membership to the £4 million sports and recreation centre and schemes such as Cycle to Work and the CU Car Share initiative.

View current job vacancies.


Staff portal

Access the central point of information for all staff across the University.


Student Portal

Check your assessments, access Solar and get course information.


International Fashion Business BA (Hons) 2018/19 entry

Course code:


Study options:

3 years full-time
4 years sandwich


Coventry University


September 2018



Get in touch

For questions regarding study and admissions please contact us:

+44 (0) 24 7765 2152


Buying, merchandising, sustainability: the fashion world is more than just designing. A Fashion Business BA can show you behind the scenes!

This course is designed for students with a range of ambitions and interests in fashion who do not aspire to be fashion designers and offers students an opportunity to study international fashion business in a creative environment.

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


Career-ready graduates, with the skills to succeed

Teaching Excellence

Taught by lecturers who are experts in their field

Course essentials

A degree which offers you more, at no extra cost

Course information

This course will offer students the opportunity to develop an understanding of the different roles in the fashion industry from trend analysis and prediction, through to the design, manufacture and the retail of products, and the role of marketing to the global consumer.

The experience of working alongside Fashion Design students in Coventry for the first two years of the course, and in partnership in their final year, will give students a real insight in to the role of the fashion designer in the industry.

Course specification
Download PDF (163Kb)



In Year 1 students will be introduced to the global fashion industry and work alongside Fashion design students to gain an understanding of how designers work. Students will learn about old and new technology in the workplace and have the chance to develop a familiarity with common terminology in the fashion world.

Students will be introduced to fashion marketing and will have full access to Worth Global Style Network (WGSN) the global trend authority for fashion and the creative industries. Students can also learn how to develop products for the global consumer. Students can gain an insight into how to FutureProof fashion business by looking at the environments in which they operate and how this influences decisions organisations make working on location in London to develop their understanding of market levels to enable them to solve problems.


  • Into Fashion: Personal Development Planning

    This module will provide students with the opportunity to gain professional experience and reflect on their personal, professional and learning development.

    Students will consider subject-specific skills, as well as professional skills and independent progress during the module. Students will be challenged with different tasks and activities to develop their practice, and will consider links between their experience and what they are learning about the fashion industry.

    This module encourages students to become professional, independent practitioners, and the provides opportunity to work as part of a team. The module focuses on the completion of an internship with a final-year student, working on an event and recording and analysing the experience in the format of an illustrated, written journal.

  • Introduction to the Global Fashion Industry

    The aim of this module is to introduce students to a range of subject matter around the nature of the fashion industry and its international structure, informing their global futures as the next generation of fashion-business leaders.

    Students will be introduced to traditional models of the organisation and calendar of the fashion industry, from sourcing, product development and manufacturing, through to retail with the aim of building students’ contextual knowledge of the fashion industry as it developed in the twentieth century. Moving forward into the twenty-first century, fashion has become a truly global industry in which political, social and technological developments are causing the reinvention of traditional business models. Fashion has always been about ‘the new’ and future fashion managers need to be at the forefront of change, provoking and inspiring new business models.

    Students will be introduced to the roles and responsibilities of the designer, with particular reference to ethical issues and the global fashion market so that they can connect and collaborate with the designers of the future.

  • Introduction to Fashion Marketing

    This module aims to introduce students to fashion marketing practices in a globalised and cross-cultural fashion industry. The emphasis is on the user experience, and how businesses adapt and change for future success. Students will be introduced to the key principles and theories of marketing such as the marketing mix, segmentation and competitor analysis, and will explore how these are applied in the fashion industry today. The market place, whether high-street, luxury, sports or life style, is constantly evolving and demands marketing strategies that engage with the digital human via websites, social media and mobile apps. This module aims to develop students’ critical and creative practice in the changing, dynamic and increasingly global fashion industry utilising practices such as digital campaigns, guerilla marketing and social media.

    Students will be introduced to fashion forecasting and will have full access to Worth Global Style Network (WGSN), the global trend authority for fashion and the creative industries.

  • Product Development for the Global Consumer

    The aim of this module is to enable students to develop innovative and sustainable fashion products for tomorrow’s global consumer. This involves developing students’ critical understanding of the current turbulent times, with constantly changing political, economic and social environments and how these impact on consumer behaviours. Students will learn how to identify consumer trends in a shifting landscape to satisfy the demands of the consumer of the future.

    Students will be introduced to the marketplace, developing knowledge of national, local and global demographics and audiences, within the context of different cultures and values. They will reflect on different global needs and practices for the design and development of fashion products and services.

  • Future Proofing for Fashion Business

    This module aims to introduce students to the external environments in which a fashion organisation operates, and how these influence the decisions fashion organisations make.

    The makeup of the fashion industry is complex, with market levels ranging from the independent practitioner to large multinationals operating with a wide global reach as well as different business models ranging from SMEs to large design houses, major international retailers through to national and international wholesalers.

    Design and manufacturing make up only a fraction of the functions of a fashion business; critical functions include industry and consumer research, brand licensing and property rights, product development and manufacturing, marketing and distribution.

    Organisations are also influenced by the environment in which they operate; changes in the political, economic, social and technological environments can also affect the success of an organisation. For future fashion organisations, having a sound understanding of local, national and international environments is crucial for success. In this module, students will gain an insight into some of the everyday problems that fashion organisations face and the basic economics that can help them solve and these problems and future-proof their business.


The focus on preparing students for successful futures sets Coventry apart as a university.

The Add+vantage modules teach a range of work experience and extra-curricular activities that are taken each year, and broaden students knowledge and skills within a work focused environment. There is a very wide range of Add+vantage free-choice subject areas, and they are arranged in themes.


In Year 2 students will have the chance to develop their entrepreneurial skills and look at how the very latest innovations can be taken out of laboratories in to the hands of consumers. Students will be introduced to the global buying cycle, sourcing routes and production management, and the relationship of ethics and sustainability to this, all essential skills for future Fashion business managers. Students will undertake ‘live projects’ in London involving networking,  digital campaign launches and online marketing strategies.


  • Future Fashion: Professional Development Planning

    This module builds upon all learning from Level 1, including Personal Development Planning. It focuses on planning ahead and considering career and personal ambitions.

    Students should identify and explore their preferred area of the industry and formulate aims for their own future. They are expected to evidence awareness of steps required to achieve their aims; this should include reference to opportunities offered within the course (including placement, and/or study abroad options) as well as extra curricular prospects to improve their professional outlook.

    The lecture programme is designed to introduce students to practical methods of preparing themselves for external opportunities, and asking students to prepare proactively for their personal, academic and career aspirations. Lectures introduce students to a variety of external opportunities, and explore ideas around employability, enterprise, social enterprise, volunteering, placements, funding for overseas opportunities, freelancing and live projects.

  • International Fashion Enterprise

    As we enter the Fourth Industrial Revolution, materials science will have the potential to transform the fashion industry, opening up a wide range of new functional and aesthetic possibilities for garments.

    Future fashion managers will need to get these innovations out of laboratories and in to the hands of consumers. To do this, they will need to collaborate with scientists, manufacturers and designers who understand what the consumer wants and how innovation can deliver it. Innovation in materials is essential as demand for raw materials outstrips natural resources. Cotton has traditionally been promoted as an ethical fibre, yet it is depleting water supplies; leather production is falling with factory farming impacting on the quality of hides.

    Consumer demand for more fashion products has impacted on waste: in the US alone, about 10.5 million tons of clothing is sent to landfill each year. 3D printing, artificial intelligence and advances in biomaterials all have the potential to impact on future fashion business successes.

    The aim of this module is to provide students with an overview of the global marketplace and an insight into how to identify new opportunities within emerging markets in order to develop their entrepreneurial skills. Students will look at the challenges to be understood and harnessed by fashion management and marketing professionals in order to exploit the potential of these new markets. The module covers global trend predictions, focusing on ‘innovation rich’ and ‘innovation poor’ definitions in order to identify new opportunities.

  • Global Campaign Communication Strategies

    In an increasingly digitally-sophisticated and digitally-demanding society, strategically communicated global campaigns are crucial to successful fashion businesses; future fashion brands increasingly use social media to market their products to consumer groups from Generation Y onwards. Digital marketing spans the globe and tomorrow’s digital brands and entrepreneurs will not held back by physical location.

    This module aims to develop students’ critical and creative practice in the field of global campaign communication through the integration of theory and practice. Students will analyse marketing, advertising and branding campaign case studies, and strategic pre-production promotion in order to engage with ‘live project’ networking, digital campaign launches and online marketing strategies.

    Students will also research the link between ‘bricks and mortar’ and the online experience, and how to maximise a campaign’s potential to a target audience. Students will be involved in project management in order to produce an integrated online and offline launch and will explore apps, social media and software such as Dreamweaver in order to learn to use channels effectively and professionally for promotional purposes. Students will be encouraged to take risks and innovate as a core aspect of their practice.

    The module also aims to develop students’ ability to differentiate productively between consumer and business campaign communications. Future business managers will need to be aware of how consumers in different areas of the globe engage with social media. Students will review cases of how a successful brand has been damaged in the media or online via ill-judged communications that have caused consumer backlash, and will explore the infectious potency of viral social media.

  • Global Sourcing and Production Management

    This module aims to introduce students to existing models of the international buying cycle, sourcing routes and production management. It considers how these have evolved over the last 20 years in constantly changing political, economic and social environments that have forced companies to shift sourcing and production around the globe in order to remain viable businesses.

    This module aims to explain how the size of the organization – from independent designer, to multi-store chains – impacts upon sourcing options and production management.Sustainability and ethics are growing areas of the industry in their own right, with traceability and transparency of sourcing and manufacturing practices in a digital age impacting on any companies misjudging consumer expectation. Students will analyse how innovation and technology are changing traditional views on raw materials in terms of sustainability. Students will be challenged to rethink the traditional supply chain, and to address the product lifecycle with the aim of reducing the environmental footprint.


The focus on preparing students for successful futures sets Coventry apart as a university.

The Add+vantage modules teach a range of work experience and extra-curricular activities that are taken each year, and broaden students knowledge and skills within a work focused environment. There is a very wide range of Add+vantage free-choice subject areas, and they are arranged in themes.


In Year 3 students will be encouraged to develop a personal brand that communicates their style, ethics, skills, potential and personality to take them beyond Graduation in to the global Fashion industry. Students will work in London on ‘live projects’ and competitions and will be able to develop personal projects such as a business launch, fashion event or public relations campaign which will enable them to analyse the effectiveness of their leadership, communication and team working skills in preparation for Graduation.

Throughout the course students will reflect on their skills and experience to learn how to prepare for Graduation to successfully achieve their future ambitions.


  • Future Proof: Personal Development Planning

    In this module, students will build on the skills and reflection developed in earlier years. They will continue to collate, curate and reflect on the interpretation and context of their current career development. Students will be expected to consider and identify their career aims and ambitions and to consider their own body of work within the context of their chosen field.

    At the conclusion of their final year, students present themselves and their work at an event to the fashion industry. This presentation must be relevant, appropriate and considered. Individual, group and class work may be presented and must be organized and coordinated.

  • Future Fashion Innovators

    This double module offers students the opportunity to appraise their individual strengths and abilities in preparation for independent study and graduation. Students will be expected to engage with and apply strategic thinking, problem solving, project management and teamwork skills learned in previous modules.

    Students will be encouraged to build on previous experience and focus on an area of creative business development appropriate to their career intentions and suitable for any future fashion-related employer, business or self-employment practice.

  • Future Fashion Project

    This triple module offers students the opportunity through negotiation with staff and mentors from the fashion industry, where appropriate, to select a suitable format in which to produce a body of work forming the basis of their professional potential.

  • Marketing Futures

    In this module students will consider the concept of Personal Branding and will use skills developed in previous modules to enable them to present themselves to the Fashion Industry as International Fashion Business Graduates. Self-branding is essential in the digital creative age and students will consider personal branding as a holistic package that represents them as individuals.


The focus on preparing students for successful futures sets Coventry apart as a university.

The Add+vantage modules teach a range of work experience and extra-curricular activities that are taken each year, and broaden students knowledge and skills within a work focused environment. There is a very wide range of Add+vantage free-choice subject areas, and they are arranged in themes.


Coventry University has climbed the rankings again to 12th in the UK Guardian University Guide 2018

In more detail...

Students are taught using a variety of means including lectures, seminars, discussion groups, project work, workshops, self-directed study, reading, CAD demonstrations and practice, placements and tutorials. Students will also learn through a range of extra-curricula activities such as placements and international study visits.

Digital literacy is developed across most modules, including the use of specialist software such as Photoshop, InDesign, Illustrator, Dreamweaver and MockShop.

Meet our staff

Ann Muirhead

Ann Muirhead is the Associate Head of Fashion and Associate Head of Media.

Read full profile

Students will be assessed through a range of coursework in order to develop a broad portfolio of work appropriate to the requirements of the Fashion industry. Coursework will include a mix of individual and group based work.

In a typical week students can expect to attend up to 12 hours of lectures, seminars and workshops.

The course is designed to enable students to prepare to work in the global fashion industry, in the areas of brand management, design and product development, production, retail, buying and merchandising, online and traditional channels, PR, HR / personnel, finance, general operations and senior management. Alternatively, students may choose to go on to further study and to apply for courses such as the MBA International Fashion Management at Coventry University London. 

Students will have the opportunity to undertake a Sandwich Year. The ‘with International Experience’ route allows students to spend a year on placement abroad ‘with Professional Experience’ allows students to undertake a placement in the UK or abroad. Students opting to take the International Experience module may undertake: a work placement under the Erasmus work placement scheme or a work placement organised on their own initiative outside the EU.

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 2015/16, we were able to provide a total of 2101 experiences abroad that lasted at least five days, 76% of which were our own organised trips for undergraduates and 23% from postgraduate travel.

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


Student experiences

The number of student trips abroad for at least 5 days in 2015/16


and counting

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


global programmes

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

Entry Requirements

University Course Code: AHU013
A Level BTEC IB Diploma GCSE requirement
BBC DDM 30 points 5 GCSEs at grade A*-C including English and Mathematics or specified equivalents.


A-Level applicants are required to have three
 A2 Levels. Coventry University may include AS grades within an offer for certain courses, but we are not able to accept two AS Levels in place of one A2 Level. In some courses it may be necessary for entrants to have passed specific A2 Levels in nominated subjects. Please see the course pages for more information.

Access Diplomas

The Access Diploma to include 30 Level 3 credits at Merit plus GCSE English Language and Mathematics at grade A* – C or specified equivalents.

Coventry University welcomes applicants who have completed, or who are studying, the Access to HE Diploma developed by the Quality Assurance Agency for Higher Education (QAA). Successful completion of the course will require you to gain 60 credits with at least 45 to be achieved at Level 3 (with the remainder at Level 2). In some cases we will require you to have gained Merit or Distinction grades in a number of units or in nominated subjects. For more information on the entry requirements for your chosen course please see the relevant course pages.

BTEC Level 3 Diplomas

The University will accept the BTEC Level 3 Extended Diploma for entry to most courses. In some cases we will require applicants to have studied either certain named modules or a specific named Diploma. The appropriate course page will have full information on the entry requirements. The University also accepts the BTEC Level 3 Subsidiary Diploma and BTEC Level 3 Diploma for entry to degree programmes, provided that they are studied in combination with other qualifications that provide a total volume of study that is equivalent to three A2 Levels. For example, you could be studying a BTEC Level 3 Diploma plus an A2 Level, or a BTEC Level 3 Subsidiary Diploma plus two A2 Levels. Where a specific A2 or BTEC subject is required for entry then you must be offering this as part of your combination of qualifications.

Please visit our page on European entry requirements for more information about specific country information.

English as a Foreign Language This course requires IELTS 6.0. Pre-sessional English is available if required.

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

Select your region to find detailed information about entry requirements:

English as a Foreign Language This course requires IELTS 6.0. Pre-sessional English is available if required.

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

Unconditional offers

We want to recruit the best students to Coventry and having assessed applicants' past, current and predicted performance and commitment to the course we feel that it is appropriate to reward consistently high-achieving students with an unconditional offer from a top university. It is a commitment from us with regard to an applicants’ potential as an excellent undergraduate and we hope that this will encourage such applicants to join the Coventry community.

Personal statements and references will also be taken into account and, for some degree courses, an interview will form part of the assessment. The criteria for unconditional offers will vary across the University as entry requirements for specific courses differ and not all degree courses will be taking part in the Scheme. The unconditional offer will be confirmed once a selected applicant has made Coventry their firm choice.

Coventry University has assessed that you are capable of achieving excellent grades and we have demonstrated this belief by making you an unconditional offer. This is our commitment to you so then we ask that you reciprocate this commitment by selecting us as your ‘firm’ choice and activating your unconditional offer.

We will consider other qualifications for a pre-result unconditional offer providing that you have an appropriate proven performance at GCSE (or equivalent) level and predicted grades in line with grades that we expect to see at A-level. Other qualifications that we may consider for a pre-result unconditional offer include: the International Baccalaureate Diploma, BTEC Level 3 qualifications, Cambridge Pre-U and combinations of qualifications (e.g. BTECS plus A-levels).

An unconditional offer is what it says it is. So if you don’t meet your predictions then your place at Coventry is still guaranteed. However we would hope and expect that you continue to work hard to make the most of your potential and be best prepared to study at university level.

We can’t but our experience over the years has shown us that students like you with a track record of high grades and excellent predictions are very likely to achieve those grades. Our assessment takes into account all elements of your application to allow us to take a holistic view of your potential. There is still the opportunity to gain one of the Coventry University Scholarships if you achieve the required grades so there is a financial incentive to aim high. Unconditional offers are only made to individuals who have demonstrated their commitment so we believe their focus and determination is unlikely to waver in the final stages of their qualifications.

No, the unconditional offer is only available to those who will take up their place in 2017.

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.

For more information, please visit our Finance pages.



September 2018

£9,250 (per year)


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.



September 2018

£9,250 (per year)


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!



September 2018

£14,850 (per year)

Course essentials at no extra cost

We're committed to communicating study costs clearly to make sure you're not faced with having to make any unexpected payments.

This is why our ‘Flying Start’ package provides you with a few course essentials. Your full-time fee for an undergraduate degree will cover the following:

UK field trips

Any mandatory site visits and trips within the United Kingdom.

Key material

This can include core textbooks, software and equipment.

Laser prints

1,000 A4 sides of black and white laser printing credits per year.

Optional year

Pay no tuition fees for optional work placements or study abroad trips.

Career prospects

The course aims to build and develop further relationships with the industry globally to enhance learning and teaching though innovative projects, internships and study abroad year. Students will engage with digital technologies from the outset and will have the opportunity to build their skills throughout the course.

As the course title indicates this course will be truly international, offering students opportunities for global experience though International Study Visits, admission to International Trade Fairs, Study Abroad and International Placement opportunities including UK placements for international students, the intention is to recruit a diverse range of students from home and abroad. Students will be able to engage with the Global Leaders Programme (GLP).

All students will be encouraged to undertake the Professional Experience or International Experience between Years  2 and 3. 

The Sandwich Year option has been very popular with Fashion students, with 23 of the 25 2014- 5 Year 2 students opting to undertake placements in the UK / internationally or to do additional study abroad.The ‘with International Experience’ route allows students to spend a year out studying or on placement abroad or a mixture of the two; ‘with Professional Experience’ allows students to undertake a placement in the UK or abroad. Students opting to take the International Experience module may undertake a study abroad year under the Erasmus exchange scheme, a study placement under another study abroad scheme for placements outside the EU, a work placement under the Erasmus work placement scheme or a work placement organised on their own initiative outside the EU. Students studying abroad will study subjects on offer at their host institution. Students on placement/internship will be working in the fashion industry; generic subjects are employability, organization and communication, as well as health and safety. Other subjects covered will be aligned to the area of the fashion industry in which they choose to work.


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.

The tuition fees stated on the course webpage, prospectus and your offer letter will apply for the duration of your course, subject only to changes to the law or government requirement.

*Due to a delay in the UK Government's announcement of the Retail Price Index, the University is unable to set its fees for entrants in 2018 at this stage. Please note that we set fees for individual courses, and fees from previous years are no indication of fees for future years.