Global Marketing BSc (Hons)

In your second year, you’ll have the chance to specialise in marketing, within a practical and globalised context – particularly the crucial relationship with the consumer and what this means for brands. You’ll explore how to communicate with audiences in a way which is welcomed, engaging and legal, both online and offline. You’ll see how businesses use the internet and logistics to make possible what would have been unthinkable only a decade ago.

Modules

• Consumer Behaviour - 20 credits

  This module aims to provide you with an insight into how consumers make buying decisions and the various factors, both psychological and social factors that influence the decision-making process. It provides you with a sound basis for further study in marketing, advertising and communication psychology in particular.

  Compulsory

  Assessment: coursework

• Strategic Leadership - 20 credits

  This module examines the knowledge, skills, behaviours and techniques of effective leadership and explores the role of leadership in relation to business themes such as globalisation, strategy, innovation and organisational development. You should gain a critical understanding of the impact of such issues in practice drawn from case studies from a range of sectors and organisations to explore and contrast ‘best practice’.

  Compulsory

  Assessment: coursework

• Marketing Research - 20 credits

  The aims of this module are to introduce you to the concept of primary marketing research and to develop your research skills for your final year project. You will investigate a range of different research methods and evaluate the advantages and disadvantages of quantitative and qualitative research. You will also apply analysis techniques to quantitative and qualitative data.

  Compulsory

  Assessment: coursework

• Integrated Marketing Communications - 20 credits

  This module introduces and evaluates a varied assortment of promotional tools: advertising, public relations, sales promotion, personal selling, sponsorship, direct marketing and more. The module considers communications theory, the complexity of accomplishing marketing goals in a fast-paced digital age.

  Compulsory

  Assessment: coursework

• Marketing Operations and Logistics - 20 credits

  This module will explore marketing operations and logistics not only in terms of organisations that have a physical global presence (such as Nestlé) but smaller companies who – through technology – can also have an international reach. To accomplish this, you will examine different types of case studies throughout the module.

  Compulsory

  Assessment: coursework

• Strategic Brand Management - 20 credits

  This module explores how brands develop, communicate and create value. It develops an understanding of different strategic brand management models and methodologies to create and assess the success of different branding campaigns. The module also explores and appraises how brands transform customer experience via developing brand equity from the perspective of consumers.

  Compulsory

  Assessment: coursework

This optional placement year offers you an opportunity to spend a year in the workplace, applying what you’ve already learned and developing a range of new skills. This can be hugely beneficial for your personal and professional development, for networking, and for adding employer-appeal to your CV. Our Talent Team will aim to help you to find a placement with a UK employer*, or you’re free to arrange your own placement anywhere in the world.

The placement as a valuable component within this undergraduate degree for several reasons as it aims to provide you with:

• The opportunity to relate the theories, models, concepts and ideas you have studied and debated within the previous two years to real-world organisation and its operations.
• A platform from which you can challenge those various theories, models, concepts and ideas. This will be particularly valuable when you start your final year of study.
• Invaluable work experience inside an organisation that is engaged in marketing operations.
• The opportunity to enhance your CV post completion of your course of study.
• The opportunity to explore potential career options through networking.

Modules

• Study Abroad

  Optional

• Professional Placement

  Optional

Your final year will begin with either a review of your placement year or, if you didn’t have a placement, a live project for a real client. You’ll move on to look at some of the more strategic and detailed aspects of marketing, honing your ability to make a difference through evidence-based, engaging and innovative marketing planning and delivery. You should complete the year with your choice of dissertation, software-based simulation or internship*.

Modules

• Contemporary Issues in Global Marketing Strategy - 20 credits

  This module supports you in enhancing and consolidating your knowledge and understanding of key marketing fundamentals. There are clear links between this module and the others that you study at Level 6. 

  Compulsory

  Assessment: coursework

• Digital Marketing Disruptions - 20 credits

  This module provides you with a solid foundation in social media and digital marketing, enabling you to make informed decisions about the right platforms, tools and techniques to use in organisations. The core skills and knowledge that you can learn will assist you in navigating your way through the ever-changing world of digital marketing. It will also provide a focus on factors that will make a positive impact on organisational results.

  Compulsory

  Assessment: coursework

• Creativity and Innovation - 20 credits

  The module challenges your cognitive thinking and will unleash your creativity through engaging you into the debates of how innovation and creativity continue to transform the business models in the 21st century. The module orientates you with the practical approaches to enhance creative thinking and develop new product ideas whilst working in team.

  Compulsory

  Assessment: coursework

• Placement Review and Report (for students undertaking a placement year) - 20 credits

  This module builds on the placement year and provides a review and insights of work undertaken during the placement year. The placement year is as a valuable component within this undergraduate degree for several reasons:

  • It provides the opportunity to relate the theories, models, concepts and ideas studied and debated within the previous two years to real-world organisation and its operations.
  • It provides a platform from to challenge those various theories, models, concepts and ideas studied in the previous years. This is particularly valuable in the final year of study in both the taught and capstone modules.
  • It provides invaluable work experience inside an organisation that is engaged in marketing operations. This provides the opportunity to enhance CVs post completion of course of study.
  • It provides the opportunity to explore potential career options through networking.

  Optional

• Marketing-Related Live Project (for students not undertaking a placement year) - 20 credits

  This project provides you with an excellent opportunity to engage with marketing professionals from UK-based organisations. Working in teams you will have the opportunity to work on a challenging ‘live’ marketing case examining and analysing particular marketing issues and the micro/macro factors that affect these issues. By analysing such a case you will apply strategic thinking, problem solving, and your underpinning knowledge of marketing and business.

  Optional

• Dissertation - 40 credits

  The aim of this module is to provide you with the opportunity to undertake a significant piece of written work in a topic appropriate to the field of study. The aim is to provide you with an opportunity to undertake a substantive piece of research, integrating research skills development and extending their knowledge and experience to a specialist area. The dissertation topic may arise from literature relating to course of study or a practical problem in global marketing. Alternatively, it may relate it to current/past work experience. You may be able to use the research topic that was developed in Research Skills module. You will need to think carefully about the exact focus of the dissertation topic. The chosen topic needs to be initiated by you and needs to be of interest, as you will need to spend around 400 hours of work on it. The topic can be further developed through discussion with your dissertation supervisor. The topic selected will need to be appropriate to the course of study, logistically feasible, adequately resourced and will adequately address ethics, safety and any required permissions. Therefore, you and your supervisor will need to invest some time in thinking about the chosen area and topic for research. Throughout the entire process, you will be supported by a supervisor who will guide you through the process. Supervisors will normally meet with you once every two weeks to review the progress of the work and to advise on changes and improvements. The meetings will normally take place face-to-face and are intended to give you support and provide formative feedback. You will be able to develop a meaningful study demonstrating and applying skills obtained during the course of your university studies.

  Optional

• Internship* - 40 credits

  The aim of this module is to give you the opportunity to undertake a significant piece of written work in a topic appropriate to the field of marketing. The aim is to provide you with an opportunity to undertake a substantive piece of research, integrating research skills development and extending your knowledge and experience to a specialist area of interest on a topic relevant to the internship employer context and approved by your supervisor. The project will comprise a piece of original research supported by a theoretical exploration of the debates, themes and issues raised by the research in question and may draw upon the analysis of particular experiences, field-specific problematics, events, practices and institutions in professional contexts through focused research, to place their career aims in a professional context/ market place(s).

  You will be required to reflect critically on the experience of working with an employer to inform their ongoing personal and professional development akin to that of a new manager entering the workplace. You will draw on feedback sought from key stakeholders from this module. This will normally include the employer, colleagues at the employer organisation, and supervisor. The critical reflection will enable you to produce a tailored Personal Development Plan for your future career. Throughout the entire internship project, you will be supported by a supervisor who will guide you through the module and the assessment process. Supervisors will normally meet you once every two weeks to review the progress of your work and to advise on changes and improvements. The meetings will normally take place face-to-face and are intended to give you support and provide formative feedback. You will be able to develop a meaningful study demonstrating and applying skills obtained during the course of your studies at Coventry University London.

  Optional

• Marketing Simulation - 40 credits

  This is an action-based learning module in which you have opportunities to act as a business manager in a simulated business environment; making business decisions and seeing the results (in real time) in a highly competitive environment over several rounds of play representing business years. The Marketing Simulation module creates a platform that affords you the real business experience on their learning journey by introducing you to an environment where you actively engage in deep learning through anticipating outcomes and observing the effects of the decisions and business choices you make. The module helps you learn to reflect and refine your knowledge by actively engaging in group business review facilitated by your supervisor. This review process helps to reinforce learning derived from application of theoretical framework/models /concepts taught in earlier terms. Simulation generates high energy among students through business interactions and processes, thus providing new perspectives of the business environment.

  Optional