International Digital Marketing BA (Hons) top-up

Study level: Undergraduate
Top-up courses
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The use of digital technology continues to impact the way companies look to reach and engage with their customers.

Year of entry


Coventry University (Coventry)

Study mode



1 year full-time

Course code


Start date

September 2024

Course overview

By studying our International Digital Marketing BA (Hons) top-up course, you will be offered the opportunity to learn how international organisations are harnessing this change.

This course is aimed at students from outside the UK with a marketing background. The course aims to enable you to top-up your existing qualification to a Bachelor of Arts (Honours) degree, upon successful completion.

Studied full-time over one year, the course focuses on digital marketing from a strategic perspective and in an international context. Incorporating language modules, it aims to improve your critical thinking, problem-solving and language skills, while giving you the chance to deepen your understanding of digital marketing and its integration into wider business and marketing strategy.

Using real-life case studies and practical exercises (subject to availability), we will reflect on marketing thought and practice across the globe, analysing and discussing key managerial decisions on formulating and executing global marketing activities.

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Joint Top Modern University for Career Prospects

Guardian University Guide 2021 and 2022

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5 QS Stars for Teaching and Facilities

QS Stars University Ratings

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Top 10 UK Student City (Coventry)

QS Best Student Cities Index 2024

Why you should study this course

  • You will have the opportunity to apply your marketing knowledge to international business situations, considering areas such as international trade and export, intercultural business communications and global diversity in business practice, ethics and culture.
  • The course is distinctive in its use of our digital communications lab (DigiComm Lab)4. The lab is equipped with industry-relevant software which allows you to produce materials and digital artefacts for your assessments and portfolio.
  • Develop your ability to apply and critically evaluate the theory and practice of digital marketing, advertising and social media domains.
  • Equip yourself with the appropriate analytical skills to investigate digital marketing and broader business challenges and then develop appropriate solutions.
  • Develop your critical awareness and understanding of contemporary digital marketing and marketing concepts and theories, as applied to modern international businesses.

What you'll study

Your studies will aim to further enhance your communication skills, marketing knowledge and more specific skills in digital marketing.


  • This module will address today’s international business challenges associated with digital analytics, in line with the revolution of e-commerce and the digital economy. Digital Analytics has become a key business function for every organisation, from small businesses to multi-national corporations.


  • This module aims to enable you to develop and refine your skills, allowing you to gain the confidence and the competencies needed to make an effective transition from education to employment. Learning gained in this module aims to enhance your career prospects and optimise your possibilities for finding, and succeeding in, graduate employment.


  • This module aims to deliver and develop a wide-ranging and contemporary perspective of the international marketplace and the strategic issues involved in marketing across countries and cultures. While the major focus of the module is global marketing, some teaching content will be from European and other trade blocs, e.g. emerging economies.


  • This module aims to develop your understanding of business enterprise, entrepreneurship, start-up processes, effectual and critical thinking, as applied to business innovation and creativity.

    The commercial marketplace is energised by technological and creative innovation leading to an upsurge in start-up enterprises in both the product-based and service sectors. Innovation, creativity and their applicability to entrepreneurship are essential skills for the marketeer and business management.


  • The aim of this module is to develop your academic English and communicative skills. As well as gaining more awareness of language and vocabulary, you will also have opportunities to practise key skills for business courses such as listening to lectures and giving presentations. The module includes tasks that focus on teamwork and foster learner autonomy. The module will improve your ability to communicate effectively in international business studies.


  • This module intends to guide you through understanding and analysing the importance of electronic customer relationship management (E-CRM) for organisations and their marketing strategies. The module will offer new frameworks derived from current cases and applications of E-CRM within the emerging field of Digital Marketing. We will take a collaborative approach towards understanding the topic area beyond its analytical and operational perspectives.


  • This module aims to develop your knowledge of social media channels, their role in the integrated marketing presence of companies and the evaluation of their effectiveness. You can expect to develop your knowledge of managing a brand’s reputation online through the use of a variety of tools, with a specific focus on social media. You will learn to evaluate the impact of social media activities on brands and how it can support a brand marketing strategy.


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

You will be taught through a mixture of seminars, lectures and workshops.

There is also a focus on hands-on learning where you will explore real-world challenges through simulated business experiences and games, to enhance your understanding of international business strategy, leadership and marketing.

Teaching contact hours

We understand that everyone learns differently, so each of our courses will consist of structured teaching sessions, which may include: 

  • On campus lectures, seminars and workshops
  • Group work
  • Self-directed learning
  • Work placement opportunities2.

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.

Additionally, you will be expected to undertake significant self-directed study hours each week, depending on the demands of individual modules.

The contact hours may be made up of a combination of face-to-face teaching, individual and group tutorials, and online classes and tutorials.

If you would like more information, you can request information about teaching hours.

Part of university life is undertaking self-directed learning. During a typical week, you will have time that allows you to work independently to apply the skills and knowledge you have learned in taught or facilitated sessions to your projects or assignment briefs. This self-directed learning allows you to use your research skills, consolidate your knowledge or undertake collaborative group work.

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.

Since COVID-19, we have delivered our courses in a variety of forms, in line with public authority guidance, decisions, or orders and we will continue to adapt our delivery as appropriate. Whether on campus or online, our key priority is staff and student safety.


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

Assessment methods include:

  • Formal examinations
  • Phase tests
  • Essays
  • Group work
  • Presentations
  • Reports
  • Projects
  • Coursework
  • Exams
  • Individual Assignments

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.

Entry requirements

Typical offer for 2024/25 entry.

To apply for this course, you must have successfully completed Years 1 and 2 of an equivalent course.

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.

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

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.

English language requirements

  • IELTS: 6.0 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

2024/25 Tuition fees

Student Full-time Part-time
International £16,800 per year Not available

For advice and guidance on tuition fees3 and student loans visit our undergraduate 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. Find out what's included in your tuition costs.

*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.


Our facilities and technology4 are close to what you would expect in real-world business environments so that when you enter the world of work, you should be familiar with many of the processes and software used in leading companies.

DigiComm Lab Seating Area

DigiComm Lab

Designed to build creative minds, the DigiComm Lab is currently equipped with the latest industry-standard marketing and advertising software and devices to support your creative development.



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Business Simulation Suite

Coventry Business School's Business Simulation Suite utilises the latest business simulation software to give you the opportunity to improve your business skills.


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Talent Team

Our dedicated Talent Team can assist you in applying for work placements, graduate level jobs and offer skills development workshops. They also aim to organise networking events to introduce you to potential employers and industry contacts2.

Careers and opportunities

Upon successful completion of the course, you will be able to:

  • Appreciate current contemporary issues including sustainability, ethics and CSR in marketing and digital marketing.
  • Effectively use specialist tools in digital and social media marketing using appropriate software4.
  • Demonstrate knowledge and understanding of the holistic nature of a business organisation, the financial management of organisations and the strategic management and operational aspects of marketing, within a business context.
  • Draw on your enhanced inter-cultural communications skills.

During this course, you can expect to develop a critical understanding of digital marketing and its relationship with the wider international business environment.

This course might facilitate entrance into general business management roles, act as a springboard for roles such as a Market Research Manager or postgraduate study.

Where our graduates work

Some of our past graduates have gone on to a range of careers in marketing, advertising, PR, brand management, marketing research, digital marketing, sales and general management, with a wide range of large and small organisations such as Disney, Virgin Media, Dell, PepsiCo and Network Rail.

Further study

Upon successful completion of this course, you may opt to progress onto a variety of our Coventry postgraduate courses, particularly those relating to marketing.

You can explore all your options using our postgraduate course search tool.

You may be entitled to an alumni discount on your fees if you decide to extend your time with us by progressing from undergraduate to postgraduate study.

How to apply

  • International codes:

    Full-time students applying to start in September 2024 should apply directly to the university.
    Read our application pages to find out your next steps to apply.

    How to apply

    You can also apply through UCAS for 2023. Our university code is C85 and this course code is N551.


    For further support for international applicants applying for an undergraduate degree view our International hub.

    You can also download our International Guide which contains lots of useful information about our courses, accommodation, tips for travel and guidance on how to apply.

    If you'd like further support or more information about your course get in touch with us today.

  • 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.


    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 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.


    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.

    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. 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.