International Marketing Management MSc 2020/21 entry

Course code:

FBLT054

Study options:

1 year full-time
2 years part-time

How to Apply
Location:

Coventry University

Starting:

September 2020

 

Fees:

2020/21 fees TBC*
2019/20 fees - £11,450

Find out more

Faculty:

Get in touch

For questions regarding study and admissions please contact us:

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

Overview

In this new global age, we believe that marketing stands out as one of the key factors contributing to the success of international businesses. This course, which draws upon contemporary developments in marketing, should give you the chance to explore the skills which may be needed to work with those successful international businesses, who are looking for world-class professionals to lead their global marketing strategies.

The aim of the course, which is currently accredited by the Chartered Institute for Marketing**, is to try to prepare you for potential future jobs in global marketing. We will endeavour to prepare you to be a professional marketing practitioner, by exploring the theoretical knowledge, skills and personal attributes which may be required when considering a future career as a manager in an international marketing position. Successful graduates should be adaptable and proactive specialists, capable of entering the workforce at management level.

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 currently includes the Chartered Management Institute (CMI)* accredited module, Global Professional Development - Consultancy. Students who successfully complete the CMI module and meet the CMI evidence requirements will also gain a Level 7 Certificate in Strategic Leadership and Management and a Level 7 Award in Professional Consulting. This will enable you to apply for Chartered Manager status via the qualified route, once all CMI entry criteria have been met (please visit the CMI website for full details on the criteria to qualify as a Chartered Manager and applicable fees).

*Coventry University’s accreditation with CMI is currently ongoing for the relevant modules, but is frequently reviewed and monitored by the CMI through their quality systems. Whilst Coventry University hopes and anticipates that these reviews will continue to be successful, if they were to be unsuccessful, this relevant module in this course would no longer be accredited and we would notify applicants and students as soon as possible.


Chartered Institute of Marketing (CIM)

We are currently a Chartered Institute of Marketing (CIM)** accredited Study Centre, as well as being part of the CIM Graduate Gateway scheme, with the modules of our courses aimed to map to CIM professional qualifications. This means that students who successfully complete the Digital Marketing Management MSc at Coventry University are exempt from certain modules of CIM qualifications. Please visit the CIM Graduate Gateway website for further information. Additional fees apply.

**Coventry University’s accreditation with CIM is renewed annually, with the current course mapped to meet the awarding bodies requirements. Whilst Coventry University hopes and anticipates that any renewal would be successful, if the renewal were to be unsuccessful, this course would no longer be accredited and we would notify applicants and students as soon as possible.

European Foundation for Management Development (EFMD)

Coventry Business School is currently an active member of the European Foundation for Management Development (EFMD)


Chartered Association of Business Schools (CABS)

Coventry Business School is currently an active member of the Chartered Association of Business Schools (CABS)

Course information

By studying MSc International Marketing Management, you will explore a variety of topics related to international marketing and marketing management.

You should learn many transferable skills, which should prove useful for the workplace, such as producing a situation analysis for a client, pitching a campaign, producing and critiquing a concept map and completing simulated exercises.

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

Business acumen will be tested through a range of innovative assessments. For example, you will be required to complete a brand manual for a client and will critically examine and apply the marketing planning framework to develop both the operational and strategic focus for organisational strategy. Utilising a marketing simulation game, the course should enable you to construct and implement a strategic marketing plan.

Additionally, you will examine consumer behaviour, which we believe is key to understanding global consumer behaviour, one of the factors that underpins many marketing activities, service provision, digital choices and policy formulation. The course’s assessment strategy also offers you the opportunity to apply for an industry-based internship* or conduct research as part of the Project module.

*subject to availability/change and additional fees may apply.

Course Specification
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Modules

Overview

This course currently 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. For more information on the below modules, please refer to the Study Themes section of this webpage.

Modules

  • Global Marketing

  • Marketing, Strategy, Planning and Control

  • International Brand Management

  • Digital Marketing Strategy

  • Service Operations

  • Consumer Behaviour

  • Marketing Communications

  • Marketing Metrics

  • Global Professional Development - Consultancy

  • Project

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...

  • In 2018, Coventry Business School was rated as Excellent by Eduniversal, an annual ranking of business schools in over 150 countries.
  • Opportunities to participate in industry field trips, to advertising agencies, exhibitions and events (subject to availability and additional fees may apply).
  • 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 DigiComms Lab – equipped with industry-standard software, including Adobe Comp, Adobe Slate, Adobe Voice, Behance, WordPress and social media platforms.
  • Informed staff, who keep abreast of marketing issues and trends, sharing their experience of relevant national and international conferences, such as those organised by the CIM, the Academy of Marketing or the European Marketing Academy.
  • Chance to participate in live project briefs, which have previously included a Google online marketing challenge, as well as responding to a rebranding brief as requested by Kellogg’s.
  • Vibrant student community with lots of student-led social events and activities, which in previous years has included fundraising for UK Boston Terrier Rescue, The Shakespeare Hospice, and breast cancer charities.

Our main study themes are:

  • Global Marketing: you will examine a contemporary perspective of the global marketplace by focusing on the strategic marketing paradigm. You should be able to critically discuss and analyse key managerial decisions on formulating and executing global marketing activities, keeping in mind the cultural demands of the various markets across the globe.
  • International Brand Management: building a successful brand we believe is both an art and a science. In today’s world, brands represent invaluable intangible assets and their creation and nurturing brings considerable challenges for brand managers. You will examine a comprehensive and up-to-date perspective on brands, brand equity and strategic brand management and approaches to managing a brand over different geographical areas.
  • Managing Marketing Metrics: you will examine the role that management of data has on marketing decision-making. The module investigates how marketing managers can gain insight from analysing key marketing metrics, and how these can be used to inform management decision-making. The module aims to highlight how measurement techniques, closely linked to marketing objectives can be used to understand the effectiveness of marketing activities.
  • Service Operations: globalisation has become a dominant theme for many service organisations. The number of companies who can regard their markets purely in terms of their home country is rapidly diminishing. You shuld explore an understanding for services, and the characteristics of intangibility, inseparability, perishability, heterogeneity, and lack of ownership, which have profound implications for the way that marketing managers in the service sector develop their service offer, promote it and then deliver it.
  • Consumer Behaviour: you should explore an understanding of consumer behaviour and how the discipline underpins all marketing activities, service provision, digital platforms and policy formulation. Consumer behaviour brings in the importance of globalisation with an aim to providing you with a detailed insight into the psychology of global consumers and their motivations, thoughts, feelings, reasoning, information processing, decision making behaviours and how they interact with technology to reallocate social and cultural capital to achieve well-being in contemporary society.
  • Marketing Communications: this should provide you with the opportunity to explore the theories, knowledge and skills required to plan for and make marketing communications decisions. You will explore the theories of the main communications planning frameworks and promotional tools. You should be able to recognise the complexities of marketing communications application. You should be able to make judgments on financial and creative aspects needed to achieve communications objectives. A feature of this module is the use of a client and includes interactive learning to develop analytical and decision-making skills required by marketing communications practitioners in the workplace.
  • Digital Marketing Strategy: you will examine digital marketing through a strategic prism. You will build on existing theories and concepts and assess the use of the core tools of digital marketing strategy namely, social media, email, website design, online advertising and online public relations.
  • Marketing Planning Strategy and Control: you should develop a strategic focus for marketing management by applying operational principles and practices to the framework of the marketing planning process in building organisational strategy. You will focus on the implementation, control and evaluation of the marketing planning framework.

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 usually have regular guest lectures with speakers who are marketing practitioners and we also offer a range of field trips both nationally and internationally*, which provide exposure to industry and will develop your intercultural competencies.

*National and International field trips are subject to availability, change, and if applicable the obtaining of a visa. Additional fees apply.

This course aims to provide a range of innovative, academic and authentic assessments. For example, this course includes assessments such as producing a marketing plan based on a simulated organisation, providing a real client with a marketing communications plan and campaign, a documentary video, an in-tray simulated exercise, an academic poster with viva presentation, a brand manual, a simulations analysis and a concept map with academic commentary. This course has no 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.

On successful completion of the course, you should be able to:

  • Apply 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.
  • Critically analyse and evaluate global consumer behaviour and digital marketing strategy including ethical, sustainable and societal considerations.
  • Develop a technical and scientific understanding of contemporary international marketing management issues to make informed decisions on marketing and marketing communications management.
  • Identify synergies across multifaceted 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.
  • Construct, critically evaluate, recommend and execute 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.
  • Demonstrate professionalism and apply 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.
  • Critically evaluate and develop solutions to complex, inter-related, multi-faceted international marketing management issues that can be found in a variety of organisations and professional contexts.
  • Undertake independent research either in an academic or work context to solve complex problems, reaching informed decisions and critically review them in an international and domestic context.
  • Demonstrate knowledge and understanding of the principles of consultancy and the theories and practices found in leadership.

We set out below the typical teaching contact hours that you will receive on this course. In addition to the contact hours below, we offer the opportunity to attend additional optional sessions, such as guest lectures (subject to availability), or to meet with staff during their advice and feedback hours.

In your first and second semester, you will have up to 12 contact hours of teaching a week.

A strong emphasis is placed on the postgraduate dissertation/consultancy project in your final semester and therefore total teaching contact hours may be reduced in the final semester.

In addition, you will be expected to undertake a significant amount of self-directed studying and revising in your own time each week, which may include, for example, guided study using hand-outs, online activities.

We recognise the difference that both work and an international experience could make to your future career – with that in mind, this course has been designed to incorporate the chance for you to gain international experiences in a number of ways, not least through the multicultural environment fostered by staff and students from all over the world. Currently, 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 students of on similar courses having visited countries such as Greece. While in Athens, past students had the opportunity to visit the Perfetti van Melle headquarters (global brands like Mentos and Alpenliebe) and work on live case studies. In addition, students attended a seminar on negotiations at Athens University of Economics and Business.

*Overseas trips are subject to availability, change and additional 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 2020

2020/21 fees TBC*
2019/20 fees - £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 2020

2020/21 fees TBC*
2019/20 fees - £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 2020

2020/21 fees TBC*
2019/20 fees - £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!

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

For any optional overseas or UK field trips or visits, additional costs may apply.

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 course has been designed with employability in mind, with the Project module offering you the opportunity to apply for an industry-based internship (subject to availability and additional fees) or conduct research, aiming to help you 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, may provide you 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, as well as those interested in a career in management within international marketing.

You will have the support, of work placement and employment advisors, who, have an extensive network of employers with a wide range of internship possibilities. The employment support 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.

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 on similar courses 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 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), 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.

*2020/2021 course fees have not yet been determined by the University or government legislation. Once the course fees have been determined, the course web page will be updated to reflect your first year course fee. Please continue to revisit the course web page to identify the fee before you accept an offer of a place on the course and/or before you enrol at the University.

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