Your business acumen will be tested through a range of innovative assessments, e.g. completing a brand manual for a client then critically examining and applying the marketing planning framework, to develop both the operational and strategic focus for organisational strategy.
Utilising a marketing simulation game, the course will give you the chance to construct and implement a strategic marketing plan.
You will examine consumer behaviour, which we believe is key to understanding global consumer behaviour. It is one of the factors that underpins many marketing activities, service provision, digital choices and policy formulation.
Additionally, you will have the chance to develop many transferable skills, which should prove useful in the workplace, such as producing a situation analysis for a client, pitching a campaign, producing and critiquing a concept map and completing simulated exercises.
What you'll study
The aim of the MSc International Marketing is to prepare you for working in global marketing.
Core educational aims:
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To engage you in a range of concepts and theories within the international marketing management field that will enable you to critically analyse and evaluate organisations, contexts and functions.
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To allow you to develop your ability to apply knowledge and understanding of international marketing management to find solutions to complex numerical, scientific, technical or difficult issues, both systematically and scientifically, to improve business and management practice, including within an international marketing management context.
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To enable you to further develop analytical, critical evaluation, synthesis and application to help to improve your decision-making skills, intercultural competencies and to encourage reflective practice.
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To develop your lifelong learning skills, including engendering enthusiasm for international marketing management and for learning as part of your continuing personal and professional development.
Year one
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Modules
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Global Marketing - 15 credits
This module helps you to introduce and develop a contemporary perspective of the global marketplace. It includes critical discussion and analysis of key managerial decisions on formulating and executing global marketing activities, with cultural demands of the various global markets in mind, and marketing research to support the critical evaluation of international markets.
Compulsory
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Marketing, Strategy, Planning and Control - 15 credits
This module aims to develop your strategic focus for marketing management, by applying operational principles and practices to the framework of the marketing planning process, in building organisational strategy. It also focuses on the implementation, control and evaluation of the marketing planning framework.
Compulsory
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International Brand Management - 15 credits
This module provides you with a comprehensive and contemporary perspective on brands, brand equity and strategic brand management, and the approaches to managing a brand over different geographical areas. Current thinking and developments surrounding global brand management are combined with illustrative examples for you to draw from, with a focus on branding in an international context.
Compulsory
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Digital Marketing Strategy - 15 credits
This module is intended to provide you with both the theory and practice of digital marketing, through a strategic prism. Building on existing theories and concepts, you’ll be encouraged to critically assess the use of the core five tools of digital marketing strategy, focusing on the drivers for the increase of online customer engagement.
Compulsory
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Contemporary Issues in Research - 15 credits
This module aims to introduce students to the key concepts involved in contemporary research is related to their course subject area. Students will also be given critical insight into relevant contemporary trends and research priorities.
Compulsory
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Consumer Behaviour - 15 credits
This module explores the importance of globalisation in understanding consumer behaviour and aims to provide you with detailed insight into the psychology of global consumers.
Compulsory
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Marketing Communications - 15 credits
This module is key to providing you with a critical understanding of the theory, knowledge and skills required to plan for and make marketing communications decisions. You’ll have the opportunity to use interactive learning, to develop the analytical and decision-making skills required by marketing communications practitioners in the workplace.
Compulsory
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Marketing Metrics - 15 credits
The module aims to develop your understanding of the role that management of data has on marketing decision-making, how marketing managers can gain insight from analysing key marketing metrics and how these can be used to inform management decision-making. The module will also provide you with an introduction to management accounting and the tools and techniques that enable effective marketing decision-making.
Compulsory
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Leading Strategic Change through Creativity and Innovation - 10 credits
The aim of this module is for you to critically evaluate and develop solutions to complex, inter-related, multi-faceted issues that can be found in a variety of organisations and professional contexts. The module will normally involve students working together, across disciplines and or from a range of workplace settings, to facilitate an appreciation of how different sectors solve internal issues and how different sectors can learn, adopt or adapt solutions from other fields.
Compulsory
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Project - 50 credits
You’re required to carry out a substantive piece of individual research into a business management issue, supported by a series of workshops on research methods. You’ll be expected to draw upon the knowledge acquired, and the variety of skills developed during the course. You will be given the opportunity to either research a theoretical research question of your choice or to address a real question from a host organisation.
Compulsory
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With professional experience option
The professional experience opportunity2 enables you the opportunity to apply for optional professional experience in semester 1, which, upon successfully securing an opportunity, will extend the duration of your master’s to either 16, 20 or 24 months. The professional experience provides an opportunity for you to develop expertise and experience in your chosen field with the aim of enhancing your employability.
Please note that the optional professional experience modules incur an additional tuition fee, for which 1 semester of professional experience is £1,333.33, for 2 semesters of professional experience is £2666.67, and for 3 semesters of professional experience is £4,000.
Professional experience may also be subject to additional costs, visa requirements being met, subject to availability and/or competitive application. Professional experience opportunities are not guaranteed but you will benefit from the support of our Talent Team in trying to find and secure an opportunity. Find out more about the professional experience option.
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 may include:
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Lectures
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Seminars
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Tutorials
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Presentations
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Group projects
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Workshops
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Teaching contact hours
Actual teaching contact hours will vary depending on the level of study and the requirements of a particular semester. In a typical week, your contact hours will be divided amongst:
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Lectures with associated practice, laboratory, workshop exercises and tutorials
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Problem-based learning in groups with tutor or industrial mentor support
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Group learning
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Formative modelling exercises
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Independent research of library resources, the internet and engineering companies
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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 the taught semesters.
Additionally, you will be expected to undertake significant self-directed study, 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 can be studied on a full-time or 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 request information about studying this course part-time.
Assessment
This course aims to provide a range of innovative, academic and authentic assessments.
Examples include:
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Producing a marketing plan based on a simulated organisation.
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Providing a real client with a marketing communications plan and campaign.
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A documentary video.
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An in-tray simulated exercise.
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An academic poster with viva/presentation.
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A brand manual.
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A simulations analysis.
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A concept map with academic commentary.
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This course has no examinations.
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. Assessments may include individual assignments or group work elements.
International experience opportunities
The international focus of the course, fostered by international teaching staff and student body, international case studies, and the possible opportunity for international experiences2, may help you to stand out from the crowd of graduates entering the international marketing sector, upon successful completion.
Within course content, we encourage an international outlook in all modules through the use of international case studies. There are also opportunities2 to visit other countries and institutions, with previous students on similar courses having the opportunity to visit the Perfetti van Melle headquarters (global brands like Mentos and Alpenliebe) and work on live case studies.
