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


Coventry University (Coventry)

Study mode



1 year full-time
2 years part-time

Course code


Start date

September 2023
January 2024

The information on this page is for 2022-23 entry and should be used as guidance for 2023-24 entry. Please keep checking back on this course page to see our latest updates.

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.
  • 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).
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Global ready

An international outlook, with global opportunities

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Teaching excellence

Taught by lecturers who are experts in their field

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Career ready graduates, with the skills to succeed

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.

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.

You will examine consumer behaviour, which we believe is key to understanding global consumer behaviour. It is one of the factors that underpins many marketing activities, service provision, digital choices and policy formulation.

Additionally, you will have the chance to develop many transferable skills, which should prove useful in the workplace, such as producing a situation analysis for a client, pitching a campaign, producing and critiquing a concept map and completing simulated exercises.

Accreditations and Professional Recognition

This course is accredited1 and recognised by the following bodies:

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Chartered Management Institute (CMI)

The course currently includes the Chartered Management Institute (CMI) accredited module, Leading Strategic Change through Creativity and Innovation. Upon successful completion of the module, you will gain 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 their quality systems.

What you'll study

The aim of the MSc International Marketing 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.


  • This module helps you to introduce and develop a contemporary perspective of the global marketplace. It includes critical discussion and analysis of key managerial decisions on formulating and executing global marketing activities, with cultural demands of the various global markets in mind, and marketing research to support the critical evaluation of international markets.


  • This module aims to develop your strategic focus for marketing management, by applying operational principles and practices to the framework of the marketing planning process, in building organisational strategy. It also focuses on the implementation, control and evaluation of the marketing planning framework.


  • This module provides you with a comprehensive and contemporary perspective on brands, brand equity and strategic brand management, and the approaches to managing a brand over different geographical areas. Current thinking and developments surrounding global brand management are combined with illustrative examples for you to draw from, with a focus on branding in an international context.


  • This module is intended to provide you with both the theory and practice of digital marketing, through a strategic prism. Building on existing theories and concepts, you’ll be encouraged to critically assess the use of the core five tools of digital marketing strategy, focusing on the drivers for the increase of online customer engagement.


  • This module aims to introduce students to the key concepts involved in contemporary research is related to their course subject area. Students will also be given critical insight into relevant contemporary trends and research priorities.


  • This module explores the importance of globalisation in understanding consumer behaviour and aims to provide you with detailed insight into the psychology of global consumers.


  • This module is key to providing you with a critical understanding of the theory, knowledge and skills required to plan for and make marketing communications decisions. You’ll have the opportunity to use interactive learning, to develop the analytical and decision-making skills required by marketing communications practitioners in the workplace.


  • The module aims to develop your understanding of the role that management of data has on marketing decision-making, how marketing managers can gain insight from analysing key marketing metrics and how these can be used to inform management decision-making. The module will also provide you with an introduction to management accounting and the tools and techniques that enable effective marketing decision-making.


  • The aim of this module is for you to critically evaluate and develop solutions to complex, inter-related, multi-faceted issues that can be found in a variety of organisations and professional contexts. The module will normally involve students working together, across disciplines and or from a range of workplace settings, to facilitate an appreciation of how different sectors solve internal issues and how different sectors can learn, adopt or adapt solutions from other fields.


  • You’re required to carry out a substantive piece of individual research into a business management issue, supported by a series of workshops on research methods. You’ll be expected to draw upon the knowledge acquired, and the variety of skills developed during the course. You will be given the opportunity to either research a theoretical research question of your choice or to address a real question from a host organisation.


With professional experience option

The professional experience opportunity2 enables you the opportunity to apply for optional professional experience in semester 1, which, upon successfully securing an opportunity, will extend the duration of your master’s to either 16, 20 or 24 months. The professional experience provides an opportunity for you to develop expertise and experience in your chosen field with the aim of enhancing your employability. 

Please note that the optional professional experience modules incur an additional tuition fee, for which 1 semester of professional experience is £1,333.33, for 2 semesters of professional experience is £2666.67, and for 3 semesters of professional experience is £4,000.

Professional experience may also be subject to additional costs, visa requirements being met, subject to availability and/or competitive application. Professional experience opportunities are not guaranteed but you will benefit from the support of our Talent Team in trying to find and secure an opportunity. Find out more about the professional experience option.

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

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 significant 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.

In response to the COVID-19 pandemic, we are prepared for courses due to start in or after the 2022/2023 academic year to be delivered in a variety of forms. The form of delivery will be determined in accordance with Government and Public Health guidance. Whether on campus or online, our key priority is staff and student safety.

This course can be studied on a full-time or part-time basis. Whilst 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. Please request information about studying this course part-time.


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.
  • An in-tray simulated exercise.
  • An academic poster with viva/presentation.
  • A brand manual.
  • A simulations analysis.
  • A concept map with academic commentary.
  • Data dashboard 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.

International experience opportunities

The international focus of the course, fostered by international teaching staff and student body, international case studies, and the possible opportunity for international experiences2, 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 opportunities2 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

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. 

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.

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.

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

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

2023/24 Tuition fees

Student Full-time Part-time
UK £15,400 per year Request fee information
International £20,050 per year Not available

For advice and guidance on tuition fees3 and student loans visit our Postgraduate Finance page.

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

  • We carry out an initial fee status assessment based on the information you provide in your application. Your fee status determines your tuition fees, and what financial support and scholarships may be available to you. The rules about who pays UK (home) or international (overseas) fees for higher education courses in England are set by the government's Department for Education. The regulations identify all the different categories of student who can insist on paying the home rate. The regulations can be difficult to understand, so the UK Council for International Student Affairs (UKCISA) has provided fee status guidance to help you identify whether you are eligible to pay the home or overseas rate.

    If you meet all the criteria required by any one category, including any residence requirements, your institution must charge you the home rate. You only need to find one category that you fit into.


Our aim is to offer you sector-leading facilities4.

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The Library

The Lanchester Library is open 24/7, 364 days a year and has 1,400 study spaces, including group and silent areas. Many of the resources available to students are accessible online.

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Jaguar Centre

Our refurbished 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, The Careers 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

  • Coventry University together with Coventry University London Campus, CU Coventry, CU London, CU Scarborough and Coventry University Online come together to form part of the Coventry University Group (the “University”) with all degrees awarded by Coventry University. 


    The majority of our courses have been formally recognised by professional bodies, which means the courses have been reviewed and tested to ensure they reach a set standard. In some instances, studying on an accredited course can give you additional benefits such as exemptions from professional exams (subject to availability, fees may apply). Accreditations, partnerships, exemptions and memberships shall be renewed in accordance with the relevant bodies’ standard review process and subject to the university maintaining the same high standards of course delivery.

    2UK and international opportunities

    Please note that we are unable to guarantee any UK or International opportunities (whether required or optional) such as internships, work experience, field trips, conferences, placements or study abroad opportunities and that all such opportunities may be subject to additional costs (which could include, but is not limited to, equipment, materials, bench fees, studio or facilities hire, travel, accommodation and visas), competitive application, availability and/or meeting any applicable travel COVID and visa requirements. To ensure that you fully understand the visa requirements, please contact the International Office.

    3Tuition fees

    The University will charge the tuition fees that are stated in the above table for the first Academic Year of study. The University will review tuition fees each year. For Home Students, if Parliament permit an increase in tuition fees, the University may increase fees for each subsequent year of study in line with any such changes. Note that any increase is expected to be in line with inflation.

    For International Students, we may increase fees each year but such increases will be no more than 5% above inflation. If you defer your course start date or have to extend your studies beyond the normal duration of the course (e.g. to repeat a year or resit examinations) the University reserves the right to charge you fees at a higher rate and/or in accordance with any legislative changes during the additional period of study.


    Due to COVID-19, some facilities (including some teaching and learning spaces) and some non-academic offerings (particularly in relation to international experiences), may vary from those advertised and may have reduced availability or restrictions on their use.

    Student Contract

    By accepting your offer of a place and enrolling with us, a Student Contract will be formed between you and the university. The 2023/24 Contract is currently being updated so please revisit this page before submitting your application. 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.

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