International Marketing BA (Hons) top-up
Course Code
UCAS Code: N550
International Code: FBLU040
Location
Coventry University (Coventry)
Study mode
Full-time
Duration
1 year full-time
Start date
September 2022
Course overview
Study level: Undergraduate
Top-up Courses
This final year top-up course is aimed at students from outside the UK with a business and 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 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 marketing and its integration into corporate strategy and structure.
- Using real-life case studies and practical exercises, we will reflect on marketing thought and practice across the globe, analysing and discussing key managerial decisions on formulating and executing global marketing activities.
- You will have the opportunity to apply this 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.
- This is a purposefully flexible course, which you will have the chance to tailor to suit your interests, background or career aspirations.

Global Ready
An international outlook, with global opportunities
Teaching excellence
Taught by lecturers who are experts in their field
Employability
Career ready graduates, with the skills to succeedWhy you should study this course
- Preparing you for a variety of career options in marketing or general business management, this top-up course aims to boost your career prospects by achieving a globally recognised bachelor’s degree upon successful completion, at one of the UK’s leading universities for the study of marketing.
- Our teaching emphasises the holistic nature of marketing. We reinforce the core principles and functional elements of business, marketing and advertising, moving you towards more strategic practice in relation to analysis and evaluation, problem solving and creative solutions.
- You should also develop your proficiency in English, as you will have the opportunity to study specific English for Business modules and upon successful completion this will help to set you apart from other graduates.
- As experienced practitioners, many of our staff have spent time in industry prior to joining academia, in roles such as marketing executives, 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 (please note staff are subject to change).
- To monitor emerging sector trends and challenges, there is a high degree of practitioner input. Guest speakers from industry (subject to availability) are frequently invited to give talks about their experiences, which in recent years, has included speakers from McCann Erickson, ITV Studios, Millward Brown, Marstons and the Mixed Reality Studio among others.
What you'll study
The study of marketing is grounded in understanding and designing products and services that meet the needs of consumers, whether this is for profit, or to meet broader, non-profit social objectives. As part of this process, it is vital that the business environment is analysed and competitors understood, in order to successfully deliver services and products to the international market place.
Using real-life case studies and practical exercises, we will reflect on marketing thought and practice across the globe, analysing and discussing key managerial decisions on formulating and executing global marketing activities.
You will have the opportunity to apply this 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.
This is a purposefully flexible course, which you can tailor to suit your interests, background or career aspirations.
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 include:
- Lectures
- Seminars
- Tutorials
- Presentations
- Group projects
- Workshops
- Simulation games and practical DigiComm Lab sessions
Many aspects of marketing and advertising involve creativity and innovation, so we encourage you to develop and utilise your creative skills. For example, you will have the opportunity to work with advertising briefs adapted from the D&AD Awards which require you to produce creative solutions to real situations faced by actual organisations. During simulation games, we replicate markets so that you can plan and strategise in a dynamic and competitive environment.
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.
The university may deliver certain contact hours and assessments via emerging online technologies and methods across all courses. In response to the COVID-19 pandemic, we are prepared for courses due to start in or after the 2021 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.
Assessment
This course will be assessed using a variety of methods which could vary depending upon the module. Assessment methods may include formal examinations, presentations, and e-portfolios, and could also include collaborative reports produced with students from partner institutions overseas (subject to availability).
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.
Job ready
Upon successful completion, you will be able to:
- Critically apply the principles of marketing in an international context.
- Demonstrate knowledge and a critical understanding of how international organisations develop marketing strategy in response to a challenging international business and ethically demanding environment.
- Identify and apply appropriate marketing information and research techniques to support marketing decision-making.
- Work effectively using critical thinking to solve complex international marketing problems.
- Show a professional level of transferable practical and digital skills to resolve a range of international business and marketing challenges.
- Act as independent learners, communicate to an audience effectively in a variety of different electronic formats to demonstrate effective interpersonal skills to work in a team.
Teaching contact hours
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 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 or online activities.
International experience opportunities
Combining theory and practice, this course benefits from a focus on global marketing strategy. You will have the chance to study two core modules, Corporate Marketing Strategy and Global Marketing, to give you this international focus.
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
Tuition Fees
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.
Facilities

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.

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.

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
On successful completion of this course, you should be equipped with the required knowledge and skills necessary to pursue career options in marketing, advertising, and digital marketing, as well as more general roles in business analysis, project management or sales management.
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
You can choose to continue your studies at Coventry University with the International Marketing Management MSc. 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
-
UK Students
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.
Chat with our admissions team
Complete our contact form.
-
International Students
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 applyFor 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.
Chat with our admissions team.
Complete our contact form.
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Disclaimer
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.
Accreditations
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
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).