International Marketing BA (Hons) top-up


Course Code

UCAS Code: N550
International Code: FBLU103


Coventry University (Coventry)


Study mode



1 year full-time

Start date

January 2023

Course overview

Study level: Undergraduate
Top-up Courses

This course is designed for international students who have previously studied marketing and want to earn an honours degree. You will explore how to attract and engage customers with innovative marketing strategies and content. 

You will gain a broad understanding of strategic marketing from a global perspective and be well-prepared for a range of careers in advertising, brand development, marketing, and digital marketing.

  • A focus on global marketing strategy and the strategic decision-making that influences business success.
  • An internationally recognised degree combined with business English language development designed to enable you to progress your international marketing career.
  • You will work on advertising briefs taken from clients to address genuine business challenges and utilise business simulation games that replicate markets enabling you to plan and strategise in a dynamic and competitive environment.
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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

  • Internationally renowned staff 
    As experienced practitioners, our current staff have spent time in industry prior to joining academia, in roles such as marketing managers and directors of private and public sector organisations. Many are recognised both nationally and internationally in their respective fields of specialism, publishing their research in the highest quality academic journals, including Journal of Marketing Management, Journal of Business Research, Psychology and Marketing and Journal of Consumer Behaviour to name but a few. (Staff may be subject to change).
  • Industry Insight 
    There is also a high degree of practitioner input. Guest speakers from industry are invited to give talks about their experiences, which in recent years, has included speakers from McCann Erickson, ITV Studios, Millward Brown, Marston’s and the Mixed Reality Studio among others.
  • Industry links
    Excellent industry links with companies including IBM, Microsoft, Hewlett Packard, Procter and Gamble, L'Oreal, Warner Brothers, 3M, BMW, Disney, Rolls Royce and Peugeot.
  • Professional Standard equipment
    Access our DigiComm Lab4, equipped with the latest industry-standard marketing and advertising software and devices to support your creative development and give you the skills graduate employers require.
  • Career development support
    You will have access to a Success Coach who will be able to support your academic progress through drop-in sessions or one-to-one meetings.  You can also work with our Talent Team who provide expertise, guidance, and support in progressing your career.


Chartered Association of Business Schools (CABS)

Coventry Business School is currently an active member of the Chartered Association of Business Schools, which has a membership of over 120 business schools and higher education providers, and supports its members in maintaining world-class standards of teaching and research.

European Foundation for Management Development (EFMD)

Coventry Business School is currently an active member of the European Foundation for Management Development, a global membership organisation dedicated to management development, covering over 900 members across 91 countries.

My lecturers have made their lectures and seminars very engaging, insightful, and practical, everything I have learned feeds into completing coursework and enables me to research and explore around topics taught.

Zakaria Abdullahi, Digital Marketing BA (Hons), quoted in 2020
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What you'll study

You will gain an understanding of a wide range of contemporary perspectives of the international marketplace and the strategic issues involved in marketing across countries and cultures.

Building on your existing knowledge and understanding of marketing, you will consider strategic decision-making and the various marketing concepts designed to help achieve competitive advantage. You will develop skills in the areas of planning, decision making and analysis and increasingly important areas of marketing strategy, including corporate social responsibility and the contribution of digital networks to the marketing function.

You will study the following modules.


  • You will gain a wide-ranging understanding of the international marketplace and the strategic issues involved in marketing across countries and cultures.  You will explore global marketing, with consideration given to European and other trade blocs, and the differences in marketing approaches taken in different markets and cultures.


  • This module will enhance your knowledge of marketing principles and practices by enabling you to critically analyse and apply concepts to the marketing planning process framework. You will use a marketing simulation game to enable you to design, construct and implement a marketing plan for a business, and evaluate its effectiveness through the analysis of marketing and financial data.


  • This module helps students of international Business to develop their English language knowledge and skills to a level where they can communicate effectively and independently. This is achieved in a context where the language is used for the study of business skills. The emphasis is on developing practical reading, writing, speaking and listening skills to support the study of business-related courses at the university.


  • The aim of this module is to develop International Business students’ academic English and communicative skills. As well as gaining more awareness of language and vocabulary, students 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 focus of this module is on developing your understanding the role all aspects of corporate communications play in building and sustaining the corporate brand and organisational reputation. In a 24/7 media environment, the importance of reputation management has never been higher. You will explore the wider context in which brands operate and the myriad of stakeholders who influence and can impact on corporate reputation.


  • For marketing graduates who find employment in service industries, the traditional product-based models of marketing are not always useful. Services and retailing are of enormous economic significance to most developed countries. This module aims to enable you to explore the theoretical concepts surrounding services marketing and retail marketing. You will develop appropriate marketing solutions to problems using case studies and reference to contemporary services and retail issues and developments.


  • During this module you will study the strategic issues involved in doing business across countries and cultures. You will be able to recognise and evaluate the dynamics of international business, the global business environment, and the importance of emerging markets in the global world. However, given their increasing relevance, some coverage of European and non-European trade blocs will be afforded through case study sessions and assignment work.


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.

Year summaries and module descriptions and outcomes assume successful completion of the year/module.

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. 

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.

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 addition to formal examinations and coursework, the assessments will focus on developing the skills you will use throughout your career including reports, practical project work, group work and presentations.

The Coventry University Group 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

The fundamental nature of this course is international in its outlook, drawing on marketing and business best practice from around the world.

We currently have long-running partnerships with KH Leuven in Belgium, School for Higher and Professional Education (SHAPE) in Hong Kong and PSB Academy in Singapore. We run several Collaborative Online International Learning projects on the course (subject to availability), which can enable you to work with students across the world on a live project tackling a specific marketing challenge in global virtual and multicultural teams. In the past, students have worked with peers in the USA, South America, India and many European countries undertaking business challenges as part of the international X-Culture competition.

Entry requirements

Typical offer for 2022 entry.

This course has been designed for International students, with modules focused on the study of English as an additional language. If you are a UK student and are interested in this course, please contact before submitting an application.

To apply for this course, you must have successfully completed Years 1 and 2 of an equivalent course (or equivalent, such as an HND).

Each application will be considered on its merits and the final decision will be made by the course director. For information regarding specific requirements, please fill in our request information form.

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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To apply for this course, you must have successfully completed Years 1 and 2 of an equivalent course (or equivalent, such as an HND) .

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.

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

2022/23 Tuition fees

Student Full time Part time
UK £9,250 per year Not available
International £15,300 per year Not available

For advice and guidance on tuition fees 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.


At Coventry Business School, our facilities and technology are close to what you would expect in real-world business environments, so that when you enter the world of work you will 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 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 students the opportunity to improve their business skills.


Lecture talking to student in the trading floor

Trading Floor

Students have opportunities to practice simulated trading and other finance-related activities using the various types of demo software available in the Trading Floor.

Careers and opportunities

A key focus of the course is ensuring you are prepared for the world of work.

After successfully completing this course you will be able to demonstrate:

  • A range of skills in developing effective marketing strategies for international business success
  • Enhanced business English skills
  • Knowledge and understanding of how international organisations develop marketing strategy in response to a challenging international business and ethically demanding environment
  • Ability to manage projects and day-to-day business operations including digital and social media marketing, content development and marketing planning
  • Social responsibility, ethical behaviour, and sustainability in contemporary business activities.

Graduates of this course can take up roles in a variety of fulfilling marketing positions in the UK or overseas. Coventry University is committed to preparing you for your potential future career options and giving you a competitive edge in the graduate job market.

You will have the support of the faculty’s dedicated Talent Team which has an extensive network of employers with a wide range of internship possibilities2. The Talent Team will also support you (subject to availability) with workshops and guidance on the various aspects of the employment process such as preparing your CV, interview practice and mock assessment centres, as well as putting on employer events, which should allow you to network with potential future employers offering graduate roles, internships and placements in the advertising and marketing sectors2.

Where our graduates work

Our previous Marketing 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 IBM, Hewlett Packard, Rolls Royce, Procter and Gamble, Jaguar Land Rover, Silverstone, McCann Erickson, Volkswagen, South African Airlines, Millward Brown, Chime Communications.

Further study

After successfully completing the course, you will be well prepared for postgraduate study in marketing, such as our Advertising and Marketing MA or professional qualifications, such as the CIM Diploma.

We also offer alternative postgraduate degrees if you decide to take a slightly different route. 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

  • Full-time students applying to start in September should apply for this course through UCAS. Part-time students should apply directly to the university. Read our application pages to find out your next steps to apply.

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

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

    How to apply

    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.

  • 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 2021/22 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.

    Tuition fees

    The tuition fee for the course that is stated on the course webpage and in the prospectus for the first year of study will apply. We will review our tuition fees each year. For UK and EU students, if Parliament permit an increase in tuition fees, we 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. Following the UK’s exit from the European Union, EU students should be aware that there may be a change to UK laws following the UK’s exit, this may change their student status, their eligibility to study part time, and/or their eligibility for student finance. We will act in accordance with the UK’s laws in force in relation to student tuition fees and finance from time to time.

    For International students the tuition fee that is stated on the course webpage and in the prospectus for the first year of study will apply. We will review our tuition fees each year. For international students, we may increase fees for each subsequent year of study but such increases will be no more than 5% above inflation.


    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. 


    Facilities mentioned on this page may not be relevant for every course. Due to the ongoing restrictions relating 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.

    Placements and study abroad opportunities

    Please note that we are unable to guarantee any placement or study abroad opportunities and that all such opportunities may be subject to additional costs (e.g. travel, visas and accommodation etc.), competitive application, availability and/or meeting any applicable visa requirements. To ensure that you fully understand the requirements in this regard, please contact the International Office for further details if you are an EU or International student.

    Additional costs

    This course may incur additional costs associated with any field trips, placements or work experience, study abroad opportunities or any other opportunity (whether required or optional), which could include (but is not limited to), equipment, materials, bench fees, studio or facilities hire, travel, accommodation and visas).

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