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CU Coventry 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. We offer some impressive benefits for our staff and are committed to delivering the very best opportunities. We also 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. For both students and staff alike, now is an exciting time to join CU Coventry.

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Top Up - Strategic Sales and Marketing Management BA (Hons) Degree


Sales and marketing is a dynamic and exciting area in which to work. Often considered to be the powerhouse of organisations, sales and marketing is at the heart of every company and is all about bringing the right products and services to clients and generating the income and turnover to sustain organisations and help them grow.

Success in this field demands a wide range of skills and knowledge, as well as the ability to draw on life experiences. This ranges from understanding people to effectively managing teams and developing products. CU Coventry’s sales and marketing courses provide a balance of academic knowledge and the professional practical experience that the market place requires. Our courses are carefully designed to help you to become an effective practitioner, armed with real life experience and academic and professional qualifications.


This course focuses on the leadership and management of sales and sales strategies, specifically considering the international dimension. You will cover multi-level and multi-product sales forces, including motivating and developing the individual to ensure a high level of performance, and analysis and assessment of the overarching sales strategy design and implementation required by organisations.


  • Leading the Sales Function
  • Sales Force Performance Management
  • International Sales Strategy
  • Strategic Sales Management

On successful completion of the programme you should be able to demonstrate knowledge and understanding of:

  • Policies, strategies and processes – within a changing environment, to meet stakeholder interests. You will be introduced to environmental factors that influence sales and marketing strategies, policies and processes which includes the competitive marketplace, supply chain, technology, legislation, regulation and social factors;
  • Tools and techniques – you will learn how to use these to profile and categorise customers within the marketing and sales environment. You will critically evaluate the direct and interactive marketing, including how markets are profiled and categorised to ensure that the most appropriate marketing method is deployed most effectively;
  • Sources of market information and analysis and research techniques– you will be introduced to the fundamental tools and techniques to undertake reliable market research activities, including an exploration of the role of an external marketing agency to support this. You will also look at the most readily available sources of market information as well as a consideration of the theories related to assessing the quality of market research information;
  • Accounting and other financial information systems – you will critically explore the accounting systems and methods that are used to monitor the marketing team and salesforce performance;
  • Strategic leadership and management – you will examine the resources and operations in respect of sales and marketing operations within the international business context. You will also put together a critical analysis of strategic leadership theory related to the context of a marketing and sales function, including issues related to ethics and governance. Also an exploration of methods for workforce management and control, including managerial principles as well as tools and techniques;
  • Current trends and issues – you will do a critical exploration of the shift from transaction based to relation based selling and its effect on account management, including the skills and competencies required from salespeople and marketing professionals. You will also put together a critical appraisal of the theories related to the development of an international marketing and sales strategy including the risk factors that need to be considered in the development of a successful strategy; country, currency, cultural and competitor risk;
  • Development, management and exploitation of information and communication systems – looking at their impact upon organisations and their marketing and sales management strategies. You will do a critical analysis of software used for sales force management.


This course will be taught through a variety of methods – lectures, tutorials, self-directed learning, textbooks, module webs, scenario-based learning sets, professional libraries and resources, journals and case studies, seminars, discussion forums and peer-to-peer learning.


Assessments will take the form of individual and group coursework, which is vocationally relevant. The wide range of assessment techniques used at CU Coventry will ensure that you have every opportunity to demonstrate your skills and knowledge in full.

There are no traditional final examinations to worry about. Instead, we will assess your learning through course work and phase tests. Assessments take place during and at the end of each six-week block.


As a full-time student a normal learning block will mean that you get 18 hours of teaching each week in groups of approximately 25-50 students. Depending on the course you have chosen, you will attend morning (9.00-13.00) or afternoon (14.00-18.00) sessions. You will also need to attend one two-hour tutorial each week.

Entry Requirements

UK/EU Students

Level 4 and 5 qualifications (Foundation Degree or HND) and 260 UCAS tariff points. All courses require 5 GCSEs at A-C including Maths and English.

If you don’t fulfil the entry criteria your application may be considered on an individual basis, taking in to account any work experience, other qualifications and/or any training you have completed. Please call or email for further information.

International Students

To apply for this course as an international student you must:

  • Meet the above entry criteria with either UK or equivalent qualifications.
  • Be trained to English language proficiency level IELTS 6.5.


Full-time course is: £6,009 per year

For the academic year 2017/18, each six week block will cost £1,502.25. A full academic year is made up of four of these blocks, so this means that a normal full-time year is £6,009. This covers some of your learning materials, access to the CU Coventry Library & Learning Services, all your classes and online tutorials. 

The part-time course fee is dependent on how many modules you choose to study in an academic year.

You can study up to four blocks in one academic year or study at a slower pace (usually three academic blocks per year). Please note if you do study at a slower pace you will need to re-enrol to complete your studies in the next academic year.

For the academic year 2017/18 each block for part-time students will cost £1,502.25. Therefore, the total fee per stage of your qualification if completed in the academic year 2017/18 is: £6,009.

International course fees is: £8,725


As a full-time student or part-time student resident in the UK or EU, you can apply for a loan to cover the cost of your tuition fees at CU Coventry from Student Finance England.  


You can make your application in two ways:

• If you’re interested in a full-time course your application must be submitted via UCAS. Once you’ve registered you can start the application process; you’ll need our unique institution code C85, the code for your preferred course and the campus code 5.

Part-time/International Students

If you're looking to apply for a part-time or International course you can submit your application directly to CU Coventry via our online application form.

How will this course enhance my career prospects?

With a degree qualification, your chances of employment should be improved, and the level at which you enter the jobs market may mean a higher salary. The skills and knowledge you acquire during your studies could increase the options available to you, and typical jobs within the sales and marketing sector may include account management and other sales and marketing management roles.


We plan to support you on your journey from student to graduate and hopefully employment by facilitating and encouraging work placements and internships to help you stand out from other graduates.

Sandwich years and placements give you the opportunity to gain further insight into the industry or career you are seeking to follow. This enables you to contextualise the theoretical models and concepts discussed in the classroom in the work place. Furthermore, if you choose to take advantage of a placement or sandwich year this version of the degree will help to increase your employment prospects by acquiring skills and gaining an understanding of what employers expect of graduates.

Professional body qualifications

Modules within the programme include units based on the Institute of Sales & Marketing Management (ISMM) Level 6 Certificate in Strategic Sales Management. Upon successful completion of these elements you’ll have the opportunity to complete this additional qualification. This is not, however, a condition of academic credit:assessments for the professional qualification are independent from those undertaken for the academic award.

Professional body fees

Should you decide to take the professional qualification with ISMM, there is a student membership fee and assessment fee

Additional entrance information

Applicants who do not fulfil the above entry criteria may be considered on an individual basis, taking in to account your work experience, other qualifications and any training you have completed. Please contact the College for further information.

Course code:

  • 1 year full-time; 14 months part-time (UK/EU only)

  • Top-up Courses

Course type:
  • Full time
  • Part time


Contact Details:

CU Coventry

+44 (0) 24 7765 8787