International Marketing Management MSc

Postgraduate
Conversion course

Three students around a table in a classroom working with building blocks

This course aims to develop professionals who can successfully navigate global markets, focusing on sustainable growth, digital innovation, and strategic marketing.

Year of entry

2024-25 2025-26

Location

Coventry University (Coventry)

Study mode

Full-time

Duration

1 year full-time

Course code

CBLT015

Start date

September 2025
November 2025
January 2026
March 2026
May 2026
June 2026

How to apply

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Course overview

This course aims to prepare you for a successful career in global marketing. Gain the practical skills and knowledge needed to navigate international markets, develop strategic marketing plans and understand consumer behaviour worldwide.

Combine theoretical knowledge with practical applications to manage marketing initiatives in diverse cultural and economic environments.
Learn to navigate and lead in today's rapidly evolving business environment by blending academic insights with practical applications.
Engage in critical thinking and real-world problem-solving in an intellectually stimulating environment.
Explore marketing automation through technology and the digitalisation of marketing, focusing on real-world scenarios to understand consumer-centric marketing and manage consumer responsiveness in the global digital environment.

5 QS Stars for Teaching and Facilities

QS Stars University Ratings

Ranked 9th Modern University in UK by the Times

The Times and Sunday Times Good University Guide 2025

Ranked 8th for Overall Satisfaction in PTES

Postgraduate Taught Experience Survey (PTES) 2024

Why you should study this course

Learn to analyse and evaluate stakeholder dynamics so you can effectively form and lead high-performing marketing teams.
Gain a deep understanding of cross-cultural management and global market environments through marketing games and simulations.
Develop a one-planet mindset, promoting growth without compromising inclusivity, social responsibility, and environmental sustainability in our interconnected world.
Learn from experienced marketing practitioners by solving real-world problems, developing viable strategic marketing plans for competitive advantage, determining future company direction and creating cohesive marketing communications campaigns aligned with overall strategy.
Apply your knowledge to a real-world problem through academic research, a consultancy project with a live client, or developing a business plan for your own future venture.²

What you'll study

Modules

Marketing for Sustainable Growth – 30 credits

Study how marketing, sustainability and customer relationships connect. Learn how to use technology responsibly to meet demand while promoting inclusivity, social responsibility and environmental care. You'll also have the chance to work on real client projects, collaborating with sustainable businesses.

Compulsory

Marketing Practice in a Connected World – 30 credits

Learn the advanced skills needed for today’s marketing landscape. Explore personal management, building and leading successful marketing teams, and interpreting financial data to support organisational goals. Study how effective stakeholder management connects global audiences across diverse cultures. You'll also have opportunities to compete in CIM: The Pitch, a competition where you develop and present a marketing campaign to industry experts for real businesses.²

Compulsory

One Planet Marketing – 30 credits

Focus on the complexities of marketing across borders, including how to adapt marketing efforts to diverse cultural contexts, build and maintain strong global brands, and address the ethical dilemmas of operating in international markets. Learn to navigate the challenges and opportunities presented by globalisation, developing strategies that are not only effective but also sustainable and ethically sound in a globally interconnected marketplace.

Compulsory

Leading Global Marketing Projects – 30 credits

Develop the knowledge and skills to plan and execute a marketing project. The module introduces you to the key project management tools and techniques, while also providing a critical understanding of leadership theory and practice within an international setting. You will have the opportunity to gain experience using commercial project management software such as Microsoft Project.⁴

Compulsory

Postgraduate Project – 60 credits

In this module, you will produce a research-based dissertation, consultancy project or business plan to demonstrate your ability to apply the knowledge and skills you've learnt during the course. Use and extend your skills in gathering, understanding and critically evaluating literature, as well as applying planning processes to prepare for this significant project. Identify and justify a research proposal relevant to your course. Research, analyse, interpret, and critically evaluate data and information to formulate appropriate conclusions and recommendations.

Compulsory

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 and learning methods may include:

lectures
seminars
tutorials
presentations
group projects
workshops
practical laboratory sessions.

Teaching contact hours

As a full-time postgraduate student, you will study modules totalling 180 credits each academic year. A typical 30-credit module requires a total of 300 hours of study. Study hours are made up of teaching contact hours, and guided and independent study.

Teaching hours

Teaching hours may vary, depending on where you are in your studies, but on average you will have between 8 and 12 teaching and learning hours each week. You will also have the opportunity to attend optional sessions including time with a Success Coach or to meet with staff for advice and feedback.

Guided and independent study

Throughout your studies, you will be expected to spend time in guided and independent study to make up the required study hours per module. You will be digging deeper into topics, reviewing what you’ve learnt and completing assignments. This can be completed around your personal commitments. As you progress to the end of your studies, you’ll spend more time on independent learning.

Online learning

As an innovative university, we use different teaching methods, including online tools and emerging technologies. So, some of your teaching hours and assessments may be delivered online.

Assessment

This course will be assessed using a variety of methods which could vary depending on the module. Assessment methods may include:

reports
tests
essays
practical coursework
assignments
viva voce
presentations.

The Coventry University assessment strategy aims to ensure that our courses are fairly assessed and allows us to monitor student progression towards achieving the intended learning outcomes.

International experience opportunities

There may be opportunities to engage with Collaborative Online International Learning (COIL) projects.² This work provides a fantastic opportunity to interact with other international universities and professional institutions, which can serve to strengthen your digital inter-cultural skills and further expand your professional networks.

Entry requirements

Typical entry requirements:

An undergraduate degree 2:2 or above (or international equivalent) in any discipline, or demonstrable appropriate work experience and relevant professional qualifications.

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

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 requirements

An undergraduate degree 2:2 or above (or international equivalent) in any discipline, or demonstrable appropriate work experience and relevant professional qualifications.

English language requirements

IELTS: 6.5 overall, with no component lower than 6.0.

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.

Fees and funding

Student	Full-time	Part-time
UK, Ireland*, Channel Islands or Isle of Man	£9,350	Not available
EU	£9,350 per year with EU Support Bursary £18,600 per year without EU Support Bursary	Not available
International	£18,600	Not available

For advice and guidance on tuition fees³and 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.

How do you know if you need to pay UK or international tuition fees?

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 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.

Facilities

Use real-world platforms and apps in an advertising and marketing-focused environment in our DigiComm lab. Campaign development, vlogging, disruptive technologies, marketing strategy and research – you’ll be applying your learning and new-found skills to all these elements and more.

Offering skill-based training that uses simulation games, role-play activities and scenario-based learning, the business simulation suite is an all-encompassing space for experimental business learning and training.

People walking in front of a building which has a big library sign

Lanchester Library

The library is usually open 24/7, in term-time. It’s where you can access your course’s specialist Academic Liaison Librarian. It’s also home to specialist teams which can support you with your academic writing and maths and statistics questions.

Glass modern building with a spire in the background

The Hub

The Hub is the centre of student life on campus. Facilities include a food court, convenience store, multi-faith centre, medical centre, hairdresser, coffee shops and the Your SU offices. It has fully licensed function spaces and a bar.

Two people working together with a laptop in front of them

Careers and employability

Get one-on-one career and employability guidance lasting up to 36 months from the end of your course. We’ll help you find placements and graduate roles, offer CV and application checks, mentoring, skills workshops, employer events and more.

Facilities are subject to availability. Access to some facilities (including some teaching and learning spaces) may vary from those advertised and/or may have reduced availability or restrictions where the university is following public authority guidance, decisions or orders.

Careers and opportunities

On successful completion of this course, you can consider applying for roles such as:

marketing manager
marketing executive
marketing and sales portfolio manager
sales strategist manager
portfolio marketing brand manager
product development manager
buyers and procurement officer
management consultant
business development.

On successful completion of this course, you will be able to:

develop a systematic understanding of marketing theories, concepts, strategies and tools to create and manage marketing initiatives across diverse and international markets to foster sustainable growth
apply the latest paradigms used to develop authentic strategic marketing planning and principles to solve issues using a range of techniques at the forefront of the discipline
develop a technical understanding of contemporary international marketing management issues to make informed decisions that include the narrative of ethical, sustainable, regulatory and societal considerations
systematically and creatively identify synergies across global marketing and project management to make sound judgements
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 business and marketing 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.

Where our graduates work

Successful graduates of this course have gone on to work for companies such as:

Valeo
McCann-Erickson
Minority Group Support Services
Danco
IPU (Inter-Parliamentary Union)
King Power
Dongguan Television
BMW
Dyson
IKEA.

How to apply

UK students

To apply to study for a postgraduate course at Coventry University, you can apply online. Please read the entry criteria page before applying.

Start your application

For further support or more information about your course get in touch with us today.

+44 (0)24 7765 2222

ukadmissions@coventry.ac.uk

Complete our contact form.

International students

Full-time international students should apply directly to the university. Please read our application pages to find out your next steps to apply.

How to apply

For further support for international applicants applying for postgraduate degrees view our International hub.

You can also download our international mini guide for an overview of study options and why you should study with us.

Get in touch with us today for further advice and guidance.

+44 (0)24 7765 2152

applications.io@coventry.ac.uk

Complete our contact form.

Disclaimers

Coventry University together with Coventry University London, Coventry University Wrocław, 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.

¹Accreditations, partnerships and memberships

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. See the relevant body website for more details). Accreditations, partnerships, exemptions and memberships are subject to successful renewal in accordance with the relevant bodies’ standard review process and subject to the university maintaining the same high standards of course delivery. If the accreditation, recognition or membership of this course changes, we will seek to notify applicants and students as soon as possible.

Where relevant, the Chartered Management Institute (CMI) module content is undergoing assessment by the CMI to confirm that all criteria are met to the required standard. Whilst it is expected that students who successfully pass the module will be eligible to be considered by CMI for the CMI Level 7 Certificate in Strategic Management and Leadership Practice as an additional qualification, we cannot confirm this until the accreditation is approved. This is a normal part of the continuous improvement process for our courses to ensure they remain up-to-date and reflect best practice.

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 unpaid and/or 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, public authority guidance, decisions or orders and visa requirements. To ensure that you fully understand any 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 UK (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.

⁴Facilities

Student Contract

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 current 2024/2025 contract is available on the website for information purposes however the 2025/2026 contract will apply for the 2025/2026 intake. 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.