International Marketing Management MSc 2019/20 entry

Course code:

FBLT054

Study options:

1 year full-time
2 years part-time

Location:

Coventry University

Starting:

September 2019
January 2020
May 2020

Fees:
Faculty:

Get in touch

For questions regarding study and admissions please contact us:

+44 (0) 24 7765 4321
ukpostgraduate@coventry.ac.uk

Overview

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

This course, which is accredited by the Chartered Institute of Marketing, therefore aims to develop your critical understanding, interpretation and application of data and the implications this has on managing complex international marketing projects.

To further develop our students as professional marketers, International Marketing Management MSc is mapped to Chartered Institute of Marketing (CIM) courses. This means you can gain exemptions from certain modules of CIM qualifications, helping you to kick-start your journey into the dynamic world of marketing (additional fees apply to CIM professional qualifications).

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 Management Institute (CMI)

The course also includes the Chartered Management Institute (CMI) accredited module, 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.


Chartered Institute of Marketing (CIM)

We are a Chartered Institute of Marketing (CIM) accredited Study Centre, with the modules of our courses mapped to CIM professional qualifications. This means that students who complete the MSc International Marketing Management at Coventry University are exempt from certain modules of CIM qualifications. Additional fees apply.

European Foundation for Management Development (EFMD)


Chartered Association of Business Schools (CABS)

Course information

By studying this MSc, you will be given the opportunity to gain an understanding of a variety of topics related to international marketing management.

You will examine consumer behaviour, which is key to understanding global consumer behaviour that underpins many marketing activities, service provision, digital choices and policy formulations.You will study marketing from a range of international perspectives including international brand management, global marketing and consumer behaviour.   You will have the opportunity to develop lifelong learning skills, including instilling an enthusiasm for international marketing management and for learning more generally as part of continuing personal and professional development.

You will examine consumer behaviour, which is key to understanding global consumer behaviour that underpins many marketing activities, service provision, digital choices and policy formulations.

You will also have the opportunity to develop your strategic thinking, effective communication and research skills, all of which are directly relevant to employers and of great value when seeking future employment. You will also have the opportunity to critically analyse and evaluate global consumer behaviour and digital marketing strategy including ethical, sustainable and societal considerations.

The course aims to develop your critical understanding, interpretation and application of data and the implications on marketing decision making and budget planning. You will investigate how marketing managers can gain insight from analysing key marketing metrics, as well as closely examining how measurement techniques, closely linked to marketing objectives, can be employed to understand the effectiveness of marketing activities. 

The course also focuses on the implementation, control and evaluation of the marketing planning framework. Utilising a marketing simulation game, the course enables you to construct and implement a strategic marketing plan. 

Course Specification
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Modules

Overview

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

Modules

  • Marketing, Strategy, Planning and Control

  • Digital Marketing Strategy

  • Service Operations

  • International Brand Management

  • Consumer Behaviour

  • Marketing Communications

  • Marketing Metrics

  • Global Marketing

  • Global Professional Development - Consultancy

  • Postgraduate Dissertation / Consultancy Project*

    *Internships as part of the Postgraduate Dissertation/Consultancy Project module are subject to availability and a competitive application process,

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.

In more detail...

  • 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, touching upon key topics which affect how businesses operate in a variety of markets, and how that impacts upon the management of international marketing operations.

  • 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 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. 

We have regular guest lectures with marketing speakers from industry and offer a range of field trips both nationally and internationally, which provide exposure to industry and develop your intercultural competencies. Field trips are subject to availability, and fees apply. 

Teaching methods include:<br> lectures, associated seminars, practical workshop classes and personal tutorials.

This course will be assessed using a variety of methods which will vary depending upon the module.

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

Student business acumen will be tested through a range of innovative assessments.  For example, utilising a marketing simulation game, the course enables students to construct and implement a strategic marketing plan. 

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: 1 hour of tutorials each week.
  • Medium group teaching: 4 hour of practical classes, workshops or seminars each week.
  • Large group teaching: 9 hours of lectures each week.

You will have the opportunity to gain international experience in a number of ways, 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 is very international in outlook.

Within course content, we encourage an international outlook in all modules through the use of international case studies. Modules such as Global Marketing  or the Global Professional Development (Consultancy) are just two examples where there is a direct reference to international perspectives.

There are also opportunities to visit other countries and institutions, with previous cohorts of students on similar courses having visited countries including Belgium and Greece. Overseas trips are subject to availability, and fees apply.

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 2016/17, we were able to provide a total of 3,482 student experiences abroad that lasted at least five days.

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 2016/17)


3,482

Student experiences

The number of student trips abroad for at least 5 days in 2016/17


21,000

and counting

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

12

global programmes

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


Entry Requirements

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

Applications from candidates with relevant experience are encouraged and will be considered on an individual basis.

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

Applications from candidates with relevant experience are encouraged and will be considered on an individual basis.

English as a Foreign Language: This course requires IELTS of 6.5 overall, with no component lower than 5.5. 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

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

Applications from candidates with relevant experience are encouraged and will be considered on an individual basis.

Accreditation for prior learning (APL) is in accordance with University regulations.

English as a Foreign Language: This course requires IELTS of 6.5 overall, with no component lower than 5.5. 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

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


September 2019

£11,450 (per year)


January 2020

£11,450 (per year)


May 2020

£11,450 (per year)


UK 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


September 2019

£11,450 (per year)


January 2020

£11,450 (per year)


May 2020

£11,450 (per year)


EU Scholarships

We're investing 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


September 2019

£15,800 (per year)


January 2020

£15,800 (per year)


May 2020

£15,800 (per year)


International Scholarships

We're investing 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!

EU student fees

EU nationals and their family members starting in the 2019/20 academic year remain eligible for the same fees as home students and the same financial support. Financial support comes from Student Finance England, and covers undergraduate and postgraduate study for the duration of their course, providing they meet the residency requirement.

For tuition fee loans

EU nationals must have resided in the European Economic Area (EEA) or Switzerland for the three years prior to the start of their course. The purpose of that three year residency should not have been mainly for the purpose of receiving full time education.

For maintenance loans

EU nationals must have resided in the UK and Islands for the five years prior to the start of their course. The purpose of that five year residency should not have been mainly for the purpose of receiving full time education.

Career prospects

This courses has been designed with employability in mind, offering students the opportunity to apply for an industry based internship or opportunity to study a traditional dissertation, to help them better understand how international marketing fits into the efforts of real businesses.

The international focus of the course, fostered by an international teaching staff and student body, international case studies, and the opportunity for international experiences, also provides students with the opportunity to stand out from the crowd of graduates entering the increasingly globalised marketing profession.

The course also aims to develop your critical understanding, interpretation and application of data and the implications on marketing decision making and budget planning, key focus areas within modern marketing

The course will encourage the early researcher and the student wishing to progress to PhD study.

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-Parliamentary 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 and enrolling with us, a Student Contract will be formed between you and the University. A copy of the 19/20 Contract can be found here. The Contract details your rights and the obligations you will be bound by during your time as a student and contains the obligations that the University will owe to you. You should read the Contract before you accept an offer of a place and before you enrol at the University.

The tuition fee for the course that is stated on the webpage and in the prospectus will apply. If the duration of the course is longer than one academic year, the University may increase the fee for each subsequent year of study but any such increases will be no more than inflation.

Coventry University ranked 15 in the UK
Coventry University awarded TEF GOLD Teaching Excellence Framework
University of the year for student experience
QS Five Star Rating 2019
Coventry City of Culture 2021