International Marketing Management MSc

Study level: Postgraduate
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In the globalised business environment, we believe that marketing stands out as one of the key factors contributing to the success of any business.

Year of entry

Location

Coventry University (Coventry)

Study mode

Full-time
Part-time

Duration

1 year full-time
2 years part-time

Course code

FBLT054

Start date

January 2025
May 2025


Course overview

On this course, you will explore a variety of topics related to international marketing and marketing management, including:

  • The theory, skills and personal attributes it takes to be a successful international marketing practitioner.
  • The latest in international marketing trends and their applications.
  • Developing marketing skills pertinent to leading international business growth.
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5 QS Stars for Teaching and Facilities

QS Stars University Ratings

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Ranked 11th Modern University in UK by the Times

The Times and Sunday Times Good University Guide 2025

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Ranked 8th for Overall Satisfaction in PTES

Postgraduate Taught Experience Survey (PTES) 2024

Why you should study this course

There will be opportunities to:

  • Develop your critical understanding, interpretation and application of data, and the implications this has on marketing decision making and budget planning.
  • Investigate how marketing managers can gain insight from analysing key marketing metrics.
  • Examine how measurement techniques, closely linked to marketing objectives, can be employed to understand the effectiveness of marketing activities.
  • The chance to apply for a ‘professional experience’ opportunity2 and further develop your skills and knowledge with the aim of maximising your employability prospects (see modules for more information).
  • Your business acumen will be tested through a range of innovative assessments, e.g. completing a brand manual for a client then critically examining and applying the marketing planning framework, to develop both the operational and strategic focus for organisational strategy.
  • Utilising a marketing simulation game, the course will give you the chance to construct and implement a strategic marketing plan.

Accreditations and professional recognition

This course is accredited1 and recognised by the following bodies:

Chartered Management Institute

Chartered Management Institute (CMI)

As part of this course, you will undertake a professional development module currently accredited by the Chartered Management Institute for the 2024-25 intake. Upon successful completion of this module (achieving a pass grade), you will be eligible for the CMI Level 7 Certificate in Strategic Management and Leadership Practice at no additional cost.

Coventry University’s accreditation with CMI is currently ongoing for the relevant modules and is regularly reviewed and monitored by the CMI through its quality systems.



What you'll study

The aim of the MSc International Marketing Management is to prepare you for working in global marketing.

Core educational aims:

  • To engage you in a range of concepts and theories within the international marketing management field that will enable you to critically analyse and evaluate organisations, contexts and functions.
  • To allow you to develop your ability to apply knowledge and understanding of international marketing management to find solutions to complex numerical, scientific, technical or difficult issues, both systematically and scientifically, to improve business and management practice, including within an international marketing management context.
  • To enable you to further develop analytical, critical evaluation, synthesis and application to help to improve your decision-making skills, intercultural competencies and to encourage reflective practice.
  • To develop your lifelong learning skills, including engendering enthusiasm for international marketing management and for learning as part of your continuing personal and professional development.

Modules

We regularly review our course content, to make it relevant and current for the benefit of our students. For these reasons, course modules may be updated.


How you'll learn

Teaching methods may include:

  • Lectures
  • Seminars
  • Tutorials
  • Presentations
  • Group projects
  • Workshops

This course can be offered on a part-time basis. While we would like to give you all the information about our part-time offering here, it is tailored for each course each year depending on the number of part-time applicants. Therefore, the part-time teaching arrangements vary. Request further information about part-time study.


Teaching contact hours

Actual teaching contact hours will vary depending on the level of study and the requirements of a particular semester. In a typical week, your contact hours will be divided amongst:

  • Lectures with associated practice, laboratory, workshop exercises and tutorials
  • Problem-based learning in groups with tutor or industrial mentor support
  • Group learning
  • Formative modelling exercises
  • Independent research of library resources, the internet and engineering companies

The number of contact hours may vary from semester to semester, however, on average, it is likely to be around 12 contact hours per week in the taught semesters.

Additionally, you will be expected to undertake roughly 12 hours of self-directed study, depending on the demands of individual modules.

As an innovative and enterprising institution, the university may seek to utilise emerging technologies within the student experience. For all courses (whether on-campus, blended, or distance learning), the university may deliver certain contact hours and assessments via online technologies and methods.

Since COVID-19, we have delivered our courses in a variety of forms, in line with public authority guidance, decisions, or orders and we will continue to adapt our delivery as appropriate. Whether on campus or online, our key priority is staff and student safety.


Assessment

This course aims to provide a range of innovative, academic and authentic assessments.

Examples include:

  • Producing a marketing plan based on a simulated organisation.
  • Providing a real client with a marketing communications plan and campaign.
  • A documentary video.
  • A data dashboard with academic commentary.
  • An academic poster with viva/presentation.
  • Conference paper.
  • A brand manual.
  • A simulations analysis.
  • A concept map with academic commentary.

This course has no formal examinations.

The Coventry University Group assessment strategy ensures that our courses are fairly assessed and allows us to monitor student progression towards achieving the intended learning outcomes. Assessments may include individual assignments or group work elements.


International experience opportunities

The international focus of the course, fostered by the university's typically international teaching staff and student body, international case studies, and the possible opportunity for international experiences, may help you to stand out from the crowd of graduates entering the international marketing sector, upon successful completion.

Within course content, we encourage an international outlook in all modules through the use of international case studies. There are also opportunities to visit other countries and institutions, with previous students on similar courses having the opportunity to visit the Perfetti van Melle headquarters (global brands like Mentos and Alpenliebe) and work on live case studies.


Entry requirements

Typical offer for 2024/25 entry.

Accepted applicants will normally hold an honours undergraduate degree (minimum 2:2) in a relevant academic discipline, such as a marketing or business management degree. Applicants with a degree in another discipline may be admitted after consideration on a case-by-case basis. 

We recognise a breadth of qualifications, speak to one of our advisers today to find out how we can help you.

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Select your region to find detailed information about entry requirements:


You can view our full list of country specific entry requirements on our Entry requirements page.

If you do not have the typical entry requirements, you may want to consider studying this course with an international pre-master's. Upon successful completion our International Pre-Master's - Business will provide you with the knowledge and skills you need to progress onto this postgraduate degree.

Alternatively, visit our International hub for further advice and guidance on finding in-country agents and representatives, joining our in-country events and how to apply.

Typical entry requirements

Accepted applicants will normally hold an honours undergraduate degree (minimum 2:2) in a relevant academic discipline, such as a marketing or business management degree. Applicants with a degree in another discipline may be admitted after consideration on a case-by-case basis.

English language requirements

  • IELTS: 6.5 overall, with no component lower than 5.5

If you don't meet the English language requirements, you can achieve the level you need by successfully completing a pre-sessional English programme before you start your course. 

For more information on our approved English language tests visit our English language requirements page.

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Fees and funding

2024/25 tuition fees.

Student Full-time Part-time
UK, Ireland*, Channel Islands or Isle of Man £11,200   Request fee information
EU £11,200 per year with EU Support Bursary**
£20,050 per year without EU Support Bursary**
Not available
International £20,050   Not available

For advice and guidance on tuition fees3 and student loans visit our Postgraduate Finance page and see the university's Tuition Fee and Refund Terms and Conditions.

We offer a range of International scholarships to students all over the world. For more information, visit our International Scholarships page.

Tuition fees cover the cost of your teaching, assessments, facilities and support services. There may be additional costs not covered by this fee such as accommodation and living costs, recommended reading books, stationery, printing and re-assessments should you need them.

The following are additional costs not included in the tuition fees:

  • Any optional overseas field trips or visits: £400+ per trip.
  • Any costs associated with securing, attending or completing a placement (whether in the UK or abroad).

*Irish student fees

The rights of Irish residents to study in the UK are preserved under the Common Travel Area arrangement. If you are an Irish student and meet the residency criteria, you can study in England, pay the same level of tuition fees as English students and utilise the Tuition Fee Loan.

**EU Support Bursary

Following the UK's exit from the European Union, we are offering financial support to all eligible EU students who wish to study an undergraduate or a postgraduate degree with us full-time. This bursary will be used to offset the cost of your tuition fees to bring them in line with that of UK students. Students studying a degree with a foundation year with us are not eligible for the bursary.


Facilities

Our aim is to offer you sector-leading facilities4.

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The Library

You will benefit from our support designed to help you succeed and our industry-relevant teaching and resources. These include our modern library and computing facilities, dedicated careers advice and Your Students’ Union.

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Jaguar Centre

The Jaguar Centre has been specifically designed to provide facilities and services to support our postgraduate students including social spaces, computer suites and separate areas for small group study.

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The Hub

The Hub is the centre of student campus life. It's also home to the Health and Wellbeing Centre, the Spirituality and Faith Centre, the Tank Studio, Student Success Coaches and the Enterprise Hub.


Careers and opportunities

Upon successful completion, you will have knowledge of:

  • The latest scientific and technical concepts and theories used to develop global marketing, strategic digital marketing and marketing planning, to solve issues using a range of tools at the forefront of international marketing management practice.
  • Critical analysis and evaluation of global consumer behaviour and digital marketing strategy including ethical, sustainable and societal considerations.
  • Developing a technical and scientific understanding of contemporary international marketing management issues to make informed decisions on marketing and marketing communications management.
  • Identifying synergies across multi-faceted technical and complex service operations management, brand management, marketing metrics in order to make sound judgements at the forefront of contemporary international marketing both domestically and globally.
  • Construction, critical evaluation, recommending and executing a brand management or marketing communications campaign, to meet the corporate objectives of an organisation by using an appropriate mix of digital and traditional media suitable for a business-to-business or business to consumer context.
  • Demonstrating professionalism and applying relevant skills relating to communication, teamwork, project planning, diversity, intercultural competence and responsibility for individual continuous learning and development, in the international marketing management environment.
  • Critical evaluation and development of solutions to complex, inter-related, multi-faceted international marketing management issues that can be found in a variety of organisations and professional contexts.
  • Undertaking independent research either in an academic or work context to solve complex problems, to reach informed decisions and critically review them, in an international and domestic context.
  • The principles of consultancy and the theories and practices found in leadership.

Previous graduates on similar courses have secured positions in marketing areas such as brand management, creative advertising development, marketing associate professionals, buyers and procurement officers, management consultants, business development managers, managers and directors in retail and wholesale.

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 Talent Team provide a wide range of support services to help you plan and prepare for your career.

The Talent Team also aims to 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.

Where our graduates work

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


How to apply