International Fashion Marketing MSc/PGDip/PGCert

Study level: Postgraduate
3 females and 1 male standing at table looking at a design

Explore the global context of fashion and the core features of the roles that marketing, management, branding, trends and digital content creation play within different and diverse fashion industry contexts.

Year of entry

2024-25

Location

Coventry University London (City of London)

Study mode

Full-time
Part-time

Duration

1 year full-time
2 years part-time
18 months Extended Professional Practice

Course code

LONT064
LONT065 (with Extended Professional Practice)

Start date

September 2024
January 2025


Course overview

Our International Fashion Marketing MSc reflects global trends in fashion marketing and business systems, standards and practices from around the world, drawing upon international case studies and fostering intercultural fluency among students.

  • Gain an understanding of all the main areas of international fashion marketing, branding and retailing, from global markets analysis and product development to consumer behaviour and fashion brand management.
  • Develop your knowledge, understanding, critical-thinking and problem-solving in areas required by contemporary international fashion business organisations.
  • Improve your fashion communication, business and applied skills, industry language and terminologies, interpersonal and life-long, key transferable skills.
  • Study the 18-month Extended Professional Practice route, to gain more practical insights and in-depth experience. See the module section for more details.
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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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Employability

Career ready graduates, with the skills to succeed

Why you should study this course

  • CMI accreditation1
    Gain a professionally recognised Chartered Management Institute (CMI) Level 7 Certificate in Strategic Management and Leadership Practice, subject to the successful completion of the CMI accredited Professional Development module.
  • London location
    Studying in London means you will be immersed in a world of fashion – from vibrant street markets to iconic brands and edgy designer studios. We are within walking distance of trendy Brick Lane, and you’re in easy reach of the luxury stores of Bond Street and Knightsbridge or the department stores and flagship stores of Oxford Street. There are opportunities to visit trade fairs (such as Texfusion, Jacket Required and Pure London), major events such as London Fashion Week, and world-famous museums like the V&A and the Fashion & Textile Museum2.
  • Industry insight2
    You’ll be taught by tutors with exceptional career experience in disciplines such as high-end luxury fashion, publishing, styling, retail and PR. Several are research-active and speak at international conferences (please note staff are subject to change).
  • Real world experience
    For more in-depth experience, you can also choose to study this course over 18 months which includes a period of Extended Professional Practice. You will explore what you’ve learnt in more detail through professional experiences with a host organisation or in a campus-based professional experience2.
  • Prepare for your future 
    The course enables you to progress your career with a portfolio of fashion-related projects showcasing your knowledge and skills, with the possibility of grounding your career by working with established fashion brands or as entrepreneurs in international fashion marketing in a global context. You may have opportunities to mix with employers and to build your CV. Should you wish to start your own business, we offer business start-up advice and support through our Enterprise Hub.

Accreditation and professional recognition

This course is accredited1 and recognised by the following bodies:

Chartered Management Institute

Chartered Management Institute

This course has been accredited by the Chartered Management Institute for the 2024-25 intake. Students who successfully pass the integrated CMI module offered in this course on their way to achieving the full Coventry University qualification will be eligible for a CMI Level 7 Certificate in Strategic Management and Leadership Practice and assigned the Foundation Chartered Manager (fCMgr) status.


A real insight into Tishya Gupta’s time studying for an MSc in International Fashion Marketing at Coventry University London. Find out how our helpful and efficient staff supported Tishya throughout her studies, and why studying at Coventry University London was the best decision she has ever made.


What you'll study

Your main study themes are:

  • Sustainability and Diversity
    You’ll explore a range of ethical issues faced by the fashion industry, such as diversity, fair trade, sustainable practices, environmental concerns and animal welfare.
  • Problem-solving
    Throughout your studies you’ll develop a strategic approach to identifying, analysing and solving business problems, learning to source reliable information on which to base your decisions.
  • Consumer behaviour
    The key to marketing is understanding your consumer and meeting their needs, so you’ll learn to identify, profile, reach and engage with a wide range of global fashion consumers.
  • Innovation
    The fashion industry is fuelled by change, but this presents particular problems for business. Learn to become an agile leader, capable of responding to constant change through developing your skills and thought processes to become proactively responsive to the fashion industry’s new markets and opportunities for growth.

Courses

    • Applied Professional Creative and Academic Fashion Practice - 30 credits
      Through this module you will have the opportunity to develop your creative and academic professional skills which can be applied in the context of relevant fashion industry-based scenarios which you will need throughout your course and career post-graduation.
    • Introduction to Strategic Fashion Marketing and Management - 30 credits
      In this module you will have the opportunity to explore and enhance your critical understanding of key concepts, frameworks and theories and how these apply in the context of the global fashion industry, encompassing consideration of industry practices and standards in relation to sustainability and diversity.
    • Research Methods for the Creative and Service Industries - 15 credits
      This module will support your developing academic research skills to explore your own self-directed research interests related to a contemporary fashion business or marketing issue or problem.
    • Creative Project Management for the Fashion Industry - 15 credits
      This module provides you with the opportunity to put your creative and practical marketing skills into practice through the development and creation of your fashion industry-linked project or event to engage your peers and/or the wider community of fashion industry professionals.
    • International Fashion Marketing Project - 30 credits
      Through this module you have opportunity to respond to an industry-linked fashion business scenario or live project client brief2 to research into and create a relevant and innovative fashion marketing proposal or strategy that is relevant in the context of the global fashion industry.
    • Professional Development: Entrepreneurial Practice -10 credits
      This CMI accredited module provides you with the opportunity of obtaining a dual accreditation alongside evolving your critical understanding of contemporary entrepreneurial and business practices you will require in pursuing a fashion industry career.
    • Final Semester Project Options
      Choose one from the following:
      • Dissertation for the Creative and Service Industries - 50 credits
        Through this module you have the opportunity to evolve your personal research interests, identified in previous semester, to complete a dissertation focused on a contemporary fashion business or marketing related issue or problem.
      • Internship Consulting Project2, Creative Service Industries - 50 credits
        Alongside completing an internship with a relevant fashion company or organisation2, you will complete an internship business report on a contemporary fashion business or marketing related issue or problem.
      • Fashion Marketing and Production Project - 50 credits
        This module is for self-starters with a fashion business idea or concept they can take forward and develop through the creation of an in-depth research business report which accompanies a creative marketing or conceptual fashion business output.

    Compulsory

    • Applied Professional Creative and Academic Fashion Practice - 30 credits
      Through this module you will have the opportunity to develop your creative and academic professional skills which can be applied in the context of relevant fashion industry-based scenarios which you will need throughout your course and career post-graduation.
    • Introduction to Strategic Fashion Marketing and Management - 30 credits
      In this module you will have the opportunity to explore and enhance your critical understanding of key concepts, frameworks and theories and how these apply in the context of the global fashion industry, encompassing consideration of industry practices and standards in relation to sustainability and diversity.
    • Research Methods for the Creative and Service Industries - 15 credits
      This module will support your developing academic research skills to explore your own self-directed research interests related to a contemporary fashion business or marketing issue or problem.
    • Creative Project Management for the Fashion Industry - 15 credits
      This module provides you with the opportunity to put your creative and practical marketing skills into practice through the development and creation of your fashion industry-linked project or event to engage your peers and/or the wider community of fashion industry professionals.
    • International Fashion Marketing Project - 30 credits
      Through this module you have opportunity to respond to an industry-linked fashion business scenario or live project client brief2 to research into and create a relevant and innovative fashion marketing proposal or strategy that is relevant in the context of the global fashion industry.

    Compulsory

    • Applied Professional Creative and Academic Fashion Practice - 30 credits
      Through this module you will have the opportunity to develop your creative and academic professional skills which can be applied in the context of relevant fashion industry-based scenarios which you will need throughout your course and career post-graduation.
    • Introduction to Strategic Fashion Marketing and Management - 30 credits
      In this module you will have the opportunity to explore and enhance your critical understanding of key concepts, frameworks and theories and how these apply in the context of the global fashion industry, encompassing consideration of industry practices and standards in relation to sustainability and diversity.

    Compulsory

  • Modules: All mandatory modules as listed for the MSc, plus:

    MSc with Extended Professional Practice

    This route integrates theory and practice by engaging in a substantive professional experience or a campus-based project related to your subject2. The EPP extends the full-time MSc from 12 to 18 months. You will organise your own internship.

    You will work within a host organisation2 in the form of an internship or in a campus-based professional experience, addressing an issue or project brief in an area relevant to the subject you have studied. You will look to build on your prior course knowledge and skills to enhance your professional experience and expertise, with the aim of improving your employability.

    You will study two compulsory non-credit bearing modules:

    • Postgraduate Professional Practice 1 (0 credits)
    • Postgraduate Professional Practice 2 (0 credits)

    These provide on-campus activity time to enable you to get the most out of your Extended Professional Practice.

    You must also complete:

    • Postgraduate Professional Practice Project (50 credits )

    This module applies your learning in a real business setting to enable you to reflect on and consolidate your knowledge, skills and experience into a final project report.

    Discover more about our Extended Professional Practice study option

    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.

Analyse global fashion retail markets, whilst learning to create and manage a fashion brand’s marketing strategy. The first semester modules act as a foundation in developing core academic and creative skills as well as a critical understanding of key fashion business and marketing concepts. In semester two opportunity is provided to build on this foundation with application of concepts, theories and research in fashion industry linked scenarios. In the final semester you can choose one of several optional modules for your final major project.

As part of my Extended Professional Practice, I did an internship for six months with a fashion agency called B&C. I worked with Vivienne Westwood, one of the most iconic fashion houses, and got to go on a trip to Belgium to meet a designer to help finalise plans for their next collection. I also planned a two-day shoot in London and Margate for Ben Sherman’s upcoming collections. The collection will be launching later this year and I feel so proud to know that all the posters and billboards I see - that I was a part of that.

Read more about Camila
head shot of Camila Pacheco

How you'll learn

Although your studies will be underpinned by solid academic theory, this course provides every possible opportunity to apply what you’ve learned to the real business context, both on and off campus.

  • Teaching methods may include lectures, seminars, textbooks, workshops, debates, case studies, consultancy projects, simulations, business plans and online collaborations.
  • You’ll be encouraged to make the most of all the opportunities available to you in London – such as store visits, museums, exhibitions, conferences and simply observing stores, streets and markets. A significant proportion of your time should be dedicated to personal study, a lifelong skill which will benefit you throughout your career.
  • Take part in extra-curricular activities such as our Student Enterprise Business society, student mentoring programmes and volunteering opportunities to develop your personal and professional skills. You could also take part in our High Flyers programme, (subject to availability) to help you develop the personal and professional skills necessary to thrive in a rapidly changing world, through a suite of extra curricula, non-course specific workshops.

The International Fashion Marketing MSc course (without Extended Professional Practice) can be offered on a 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 contact registry.london@coventry.ac.uk for more information about studying this course part-time.


Teaching contact hours

The number of full-time contact hours may vary from semester to semester, however, on average, it is likely to be around 10 contact hours per week. The contact hours may be made up of a combination of face-to-face teaching, individual and group tutorials, and online classes and tutorials. Additionally, you will be expected to undertake significant self-directed study of approximately 10 hours each week, 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.

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.


Assessment

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

Assessment methods may include:

  • Seminars
  • Workshops
  • Debates
  • Presentations
  • Written assignments
  • You might be asked to develop brand strategies, social media campaigns, consumer profiles, plans for a brand-new independent fashion business or concept store, a creative project management project portfolio, magazine, or a digital fashion portfolio.

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.


International experience opportunities

This course takes a global perspective on the entire curriculum. Not only will you explore fashion in its international context, but you’ll also learn how it is resourced, manufactured, marketed and sold around the world. You’ll have opportunities for overseas trips2. You may study alongside an international cohort of students, meaning you may be able to learn from their insights and experiences, develop your cross-cultural skills, and build an invaluable network of international contacts.

Fashion marketing is an essential component of any fashion business success. What is changing, and is exciting, is the multiple new ways and innovations in which fashion brands can ‘tell their story’. These stories need to be engaging and diverse, and through this course you will have the opportunity to develop a portfolio of projects that will help you showcase your research and creative skills. Helping you on your career path to develop marketing strategies and campaigns which are relevant and compelling in a globalised fashion context.

Nathaniel Dafydd Beard, International Fashion Marketing MSc course director, quoted in 2022
two female students fixing a garment on a mannequin

Entry requirements

Typical offer for 2024/25 entry.

An honours undergraduate degree (minimum 2.2) or equivalent in a relevant subject.

There is careful monitoring of applications to ensure that applicants are suited to course at their particular entry point. Where necessary applicants are interviewed (remotely if applicable), especially those applicants who do not appear to meet standard entry criteria. Where deemed appropriate, a written exercise is administered to establish suitability.

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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Typical entry requirements

An honours undergraduate degree (minimum 2.2) or equivalent in a relevant subject.

There is careful monitoring of applications to ensure that applicants are suited to course at their particular entry point. Where necessary applicants are interviewed (remotely if applicable), especially those applicants who do not appear to meet standard entry criteria. Where deemed appropriate, a written exercise is administered to establish suitability.

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.

If you do not have the typical entry requirements, you may want to consider studying this course with the International Pathways Programme. 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.

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: This course requires IELTS of 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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Life after university

A real insight into Mei Guan Lee’s time studying for an MSc in International Fashion Marketing at Coventry University London. Find out how studying with us prepared her for life after university, and a career in the fashion industry.


Fees and funding

2024/25 tuition fees.

Student Full-time Part-time
UK, Ireland*, Channel Islands or Isle of Man £15,400 | £21,250 (extended prof experience)   Request fee information

EU £15,400 | £21,250 (extended prof experience) per year with EU support bursary**
£20,050 | £21,250 (extended prof. practice) per year without EU support bursary**
Not available
International £20,050 | £21,250 (extended prof. practice)   Not available

If you choose to do a work placement2, you should consider travel and living costs to cover this. There is also a tuition fee3 of £1,250 that will cover your academic support throughout your placement year.

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

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

The following are additional costs not included in the tuition fees:

  • Additional 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.

  • 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.


Facilities

Our International Fashion Marketing MSc students have access to a wide range of facilities,4 to help you practice your skills and apply theoretical knowledge in business settings.

Take a virtual tour of our campus to explore all of the facilities available to you.

Fashion studio with tables and chairs and four mannequins

Fashion studios

Our Fashion Studio has been designed to facilitate your creativity, experimentation and portfolio-building skills. This contemporary space contains a teaching area, as well as large cutting tables that are ideal for working on creative group projects.
 

 

female sat in front of a mac screen

Mac suite

Fashion students can make use of our Mac Suite, which provides full access to Adobe Creative Cloud programmes to help you complete digital and creative work. Here, you could create assets to support digital marketing and social media campaigns, as well as complete video and design-led assignments.

male standing in front of a white wall

Photography and visual merchandising suite

Our combined Photography and Visual Merchandising Suite is designed for practical workshops and styling sessions. Here, you could learn to design global retail and visual merchandising strategies, and shoot photos for use in campaign-building projects.


Careers and opportunities

On successful completion of the course, you should be able to:

  • Critically evaluate the impact of contextual forces on marketing in organisations operating in the fashion industry, including ethical, environmental, political, economic, social and technological change issues; international developments and corporate governance; as well as the development, management and exploitation of information systems and their impact on organisations.
  • Critically evaluate the fashion and lifestyle industries’ retail markets and customers: the needs of stakeholders, including, employees, sponsors or collaborators, or competitors and how to manage and develop these interactions.
  • Articulate and apply the theories, concepts, processes and institutions in the branding and marketing of fashion and lifestyle goods and/or services.
  • Critically evaluate the management of resources and operations related to the fashion marketing industry, with the use of relevant communication and information technologies for application in business and management within an international knowledge-based economy.
  • Critically evaluate and articulate international market structures and strategies which affect global marketing in the fashion industry context and the development/application of appropriate business policies and strategies to meet stakeholder interests.
  • Articulate and apply a variety of current theory and skills within digital and fashion industry practices in a variety of scenarios to a professional standard including heir transferability across decision-making and implementation.
  • Critical thinking and creativity: managing creative processes in self and others; organising thoughts, analysis, synthesis, critical appraisal. Critically appraise statements in terms of logic or reasoning, define terms adequately and appropriately in marketing scenarios.
  • Problem solving and decision making for the fashion industry: establishing criteria, using appropriate decision techniques including identifying, formulating and solving fashion business problems; evaluate options; and the ability to implement.

Where our graduates work

Recent graduates are now working in a diverse range of industries such as small independent luxury brands or in larger international companies in their marketing teams. Some graduates have gone on to collaborate with ‘young creatives’ or launch their own companies whilst others have led the diversification of their family business into fashion. Graduates from this course have also found roles working in many international companies in the fashion sector including All Saints, Beyman, BoboSnap, Boden, Chanel, Comme Des Garçons, Michael Kors, The Shirt Company, Van Cleef & Arpels, and Uniqlo amongst others.


How to apply

  • 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

    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.

    4Facilities

    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 2023/2024 contract is available on the website for information purposes however the 2024/25 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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