International Marketing MBA

Study level: Postgraduate
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Develop a range of multidisciplinary marketing skills as well as your ability to think and work strategically, to prepare for a high-flying career in international marketing and business.

Year of entry


Coventry University London (City of London)

Study mode



1 year full-time
2 years part-time (UK only)

Course code


Start date

May 2023

Course overview

Develop a range of multidisciplinary marketing skills as well as your ability to think and work strategically, to prepare for a high-flying career in international marketing and business.

This course will equip you with the leading theories and concepts of strategy, leadership, finance, along with specialised knowledge in marketing management, creativity and brand communications, and digital marketing.

  • Sharpen your knowledge and skills by applying your learning into a wide range of contexts through simulated learning, experiential activities and interdisciplinary business-related projects.
  • Prepare for the challenges of managing core marketing elements, by gaining exposure to the latest thinking in marketing across a selection of sectors within an international context.
  • Explore the nature and implications of rapid changes in marketing and business, and gain the skills and mind-set you need to be a successful leader in a complex and dynamic global marketplace.
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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

  • CMI accreditation1
    Study on a course with professional accreditation1 from one of the UK’s leading professional management bodies - the Chartered Management Institute (CMI). Take the opportunity to obtain the CMI Level 7 Diploma in Strategic Management and Leadership (subject to the successful completion of specific modules (Please see module section for further information).
  • Contemporary course content
    This MBA course explores the latest thinking and developments in marketing and management practice, encouraging students to ask questions and suggest solutions. The course aims to expand your ability to find the data and insights you’ll need to make well-informed decisions – a skill which will serve you well throughout your career.
  • Industry insight2
    You may have the chance to hear marketing practitioners share their inspirational stories and attend tailored talks by experts from academia, the City of London and the real world of international marketing2. You’ll be taught by friendly, helpful academics who have extensive prior careers in international marketing and business as well as diverse academic experience. Please note that staff are subject to change.
  • Real-world experience2
    Your lecturers strive to minimise the use of conventional teaching methods, preferring exposure to the world of work both within and beyond the classroom. The final semester project provides you with opportunities for business simulations, internships and consulting projects2.
  • Prepare for your future 
    You’ll have opportunities to mix with employers and to build your CV2. Should you wish to start your own business, we offer business start-up advice and support through our Enterprise Hub. MBA students also have the opportunity to take part in our Professional Development Programme, developed in collaboration with corporate learning and development specialists to help you develop key industry competencies.

Accreditation and Professional Recognition

This course is accredited and recognised by the following bodies.

Chartered Management Institute logo

Chartered Management Institute

This course has been accredited by the Chartered Management Institute (CMI) . Students who successfully pass the CMI Mapped Modules offered in this course on their way to achieving the full Coventry University qualification will be eligible for a CMI Level 7 Diploma in Strategic Management & Leadership award.

My favourite thing about Coventry University London was experiential learning and mixed culture. People from different parts of the world came together with a common goal in their mind and thriving to achieving the same.

Mohit Agarwal, MBA International Marketing graduate, quoted in 2020
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What you'll study

The broad curriculum of this course means you’ll study 9 mandatory modules plus one choice of three flexible options for your final term project. Across all mandatory modules and several of the major-project options, the learning approach is focused on team work, business simulations and real-world projects, all of which are underpinned by excellent academic teaching and your own personal study.

All modules are mandatory:


  • This module is about leadership as a living practice through the mastery of strategic and ethical leadership. You will examine leadership from theory to practice, as a strategic mechanism for change in a globally complex world and connect these to your own leadership practice.


  • This module aims to deepen your understanding of global marketing and its role within business, and help you understand how to meet the needs of a range of stakeholders.


  • The aim of this module is to support you in developing the required competence that will enable you to develop viable and sustainable strategies that will support organisations in achieving their set goals, actualise their vision and fulfil their mission amidst current and future global challenges that impact on business performance.


  • The overall aim of this module is to explore key accounting and finance practices and the associated decision making tools within organisations. It will cover the nature of accounting, finance tools within a variety of business environments, and consider appropriate management techniques to help identify strategic options.


  • Leadership is vital for success in any professional area; the ability to engage co-workers or employees and communicate your ideas effectively to ensure cooperation is something everyone needs. The leadership skills covered offer you the chance to learn how to influence, persuade and lead groups of people, as well as understanding the behavioural dynamics of how groups work together, and what makes people do what they do.


  • This module aims to develop your entrepreneurial and innovation skills by blending theory and practice to enhance your understanding of the processes of innovation and entrepreneurship practice within an organisation.


  • The module consults seminal works in the field whilst reflecting on contemporary thinking over innovation in marketing, business and academia. The module will orientate you with relevant theories and practical approaches to enhance your imagination and creative thinking.


  • This module aims to provide you with the knowledge of contemporary digital marketing theories and concepts from a strategic point of view that will enable you to engage better with the digital generation. This module will equip you with relevant tools and techniques to take digital marketing related decisions.


  • This is a compulsory module, delivered in the final semester and assessed within the output from your final semester research project.


  • Choose one from the following:

    Internship and Consulting Project2 - 60 credits

    The internship consulting project offers you a unique opportunity for practical, meaningful and hands-on work experience, to learn how to work collaboratively with others and obtain a better perspective of careers within the field of your interest. The aim of this module is to develop work-related knowledge, skills and capabilities necessary to pursue further career-related opportunities related to your subject area.

    Dissertation - 60 credits

    The project builds on 'Research Methods' and gives you the opportunity to enact the project designed and approved by your tutor. A high standard of achievement will be expected and the dissertation should draw on the intellectual and analytical skills and knowledge developed during the course. The module also provides an opportunity for you to develop your interests in a particular area and to demonstrate an ability to undertake individual research.

    Entrepreneurship Business Plan - 60 credits

    The aim of this module is for you to write a business plan. By the time you start this module you will have learned the fundamental elements of entrepreneurship that are essential for the successful passing of this module. At the end of this module, you will have written a detailed business plan that provides a strategic, operational and financial plan for your own business idea.


How you'll learn

We currently maintain strong relationships with professional associations and employers, especially when it comes to curriculum design, so what we aim to teach you is a true reflection of what’s current in industry and the skills that employers are looking for.

  • Teaching methods include: learning journey, webinars, workshops, debates, case studies, consultancy projects, simulations, business plans, and online collaborations2.
  • Our action-learning approach focuses on group work, business simulations and real-world activities such as live projects with clients in the private, public and third sectors2.
  • 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 extracurricular, non-course specific workshops.

This course 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. Request further information about part-time study.

The number of full-time contact hours may vary from semester to semester, however, on average, it is likely to be around 12 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 24 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.

In response to the COVID-19 pandemic, we are prepared for courses due to start in or after the 2022/2023 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.


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

Assessment methods include:

  • Formal examinations
  • Group work
  • Presentations
  • Projects
  • 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.

International experience opportunities

This course takes a globalised approach to the curriculum, placing your learning in the context of international challenges, opportunities and regulatory frameworks. It should prepare you for working globally, whether overseas, or for a multi-national, or for a firm which trades internationally. You will have the opportunity for an international field trip, and you could also arrange to do either a consultancy project or an internship2 (as part of your final major project) overseas. You may benefit from studying alongside a typically international cohort of students, learning from the perspectives they bring while developing your own ability to work cross-culturally.

Entry requirements

An honours undergraduate degree (minimum 2.2) in a relevant academic discipline (e.g. Marketing, Business and Management).

Applicants with a degree in another discipline may be admitted after consideration on a case-by-case basis. Applications from candidates with relevant experience or professional qualifications are encouraged to apply and will be considered on an individual basis.

Careful monitoring of applications to ensure that applicants are suited to the course takes place. Where necessary, applicants are interviewed, especially those that do not appear to meet standard admissions criteria. Where deemed appropriate, a written exercise may be 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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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 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.

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.

An honours undergraduate degree (minimum 2.2) in a relevant academic discipline (e.g. Marketing, Business and Management).

Applicants with a degree in another discipline may be admitted after consideration on a case-by-case basis. Applications from candidates with relevant experience or professional qualifications are encouraged to apply and will be considered on an individual basis.

Careful monitoring of applications to ensure that applicants are suited to the course takes place. Where necessary, applicants are interviewed, especially those that do not appear to meet standard admissions criteria. Where deemed appropriate, a written exercise may be administered to establish suitability.

English language requirements

  • IELTS: 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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Fees and funding

2022/23 Tuition fees

Student Full-time Part-time
UK £20,500 Not available
International £20,500 per year Not available

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

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

  • 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.


Our International Marketing MBA students have access to a wide range of facilities4 to help you become proficient with some of the leading practices and technology in the marketing industry, and prepare for the world of work.

Take a virtual tour of our campus to explore all of the facilities4 available to you.

Fashion studios 

Our fashion students have access to two fashion studios, which offer versatile spaces for lectures, group work, networking and utilising industry technologies. These contemporary spaces allow you to harness your creativity, experimentation and creative skills.

Mac Suite

There is a fully equipped Mac suite for digital and creative work. Here you could learn to create digital marketing and social media campaigns and engage with consumers in effective ways. Our Mac Suite has the latest industry standard software such as Adobe Creative Cloud. 

Professional Development Programme

MBA students have the opportunity to take part in our Professional Development Programme, developed in collaboration with corporate learning and development specialists to help you develop key industry competencies. You will be assigned a professional coach as part of the programme.

Careers and opportunities

On successful completion, you should be able to:

  • Describe the impact of external forces on marketing and business – such as legal systems; corporate governance; and ethical, economic, environmental, social and technological change issues
  • Develop intelligent, well-informed and creative marketing strategies which target particular groups and in pursuit of a set of organisational goals
  • Develop international markets for resources, goods and services, taking into account the expectations of customers and other stakeholders
  • Understand how to harness the power of the brand in order to position and manage businesses, products and services which have relevance and appeal among the target markets
  • Describe consumer segmentation and profiling, and know how to orient products, services and communication towards selected segments and profiles
  • Articulate the importance of innovation to business success.

The course aims to help you to accelerate your career progression in international marketing upon successful completion – whether you take a holistic approach to all marketing disciplines or focus on a specialism of your choice. This course provides the opportunity to equip yourself with the high-level marketing, business and finance skills, which employers are looking for in their future leaders. Upon successful completion, you’ll potentially be able to pursue the professional, senior management and leadership roles which interest you in the private, public and not-for-profit sectors. The international focus of your course means you could work almost anywhere. You could work for a multinational or a company which imports/exports, either in the UK or overseas. Upon successful completion you’ll also have an excellent skillset for helping organisations to begin doing business internationally for the first time.

Where our graduates work

When you graduate, you might choose to join a business of any size, from a start-up (perhaps your own!) to an SME or a global enterprise. Your work could take you into industry and manufacturing, the services sector, or even the charity or humanitarian sectors. You might decide to join, or start, a marketing services company/agency which supplies services to business. This could offer you a particular opportunity to specialise in areas such as market research, branding, public relations, IT, digital marketing, advertising or customer service. Another option could be consultancy, perhaps with one of the world’s leading consulting firms. Alternatively, you might go into related fields such as journalism or product research and development.

Further study

As part of the journey of professional and role development, students are encouraged to continue on their academic journey through access to a range of higher degrees, including PhD and other taught doctorates.

I recently began a role as a Customer Marketing Executive for The Gym Group in their head office in London. The International Marketing MBA course really helped me stand out from other candidates, as they were really impressed with my degree and the modules on the course. Besides my own work experience, the marketing modules in particular helped me to secure my role, as I was able to show my knowledge during tasks in the interview process.

Yasmin Olatunji, MBA International Marketing student, quoted in 2021
marketing students in a class room

How to apply

  • 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 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 COVID and visa requirements. To ensure that you fully understand the 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 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. Due to the ongoing restrictions relating to COVID-19, some facilities (including some teaching and learning spaces) may vary from those advertised and may have reduced availability or restrictions on their use.

    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 2022/23 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.

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