This is a bachelor of science course, reflecting its highly practical, evidence-based approach to preparing for a career managing marketing strategy in a globalised context.
This exciting and contemporary course is focused on data and analytics, offering a set of career-ready practical skills which are very much in demand from employers around the world. You’ll become confident at gathering, interpreting and presenting data to support strategic planning and decision-making, using research, statistics and modelling to help you.
Studying here in the heart of the City of London, you’ll cover essential marketing theory before quickly moving on to its application in the global marketplace. You’ll be closely connected to business, with opportunities to do a year’s work placement and/or a term’s internship and to enjoy field trips, guest lectures, and live projects with clients.
Here at our central London campus, you’ll be surrounded by some of the world’s most famous businesses and creative agencies – and we offer plenty of opportunities for mixing with them. This is the ideal place to start preparing for a successful career in global marketing.
The course title tells you the key things you need to know. Firstly, every aspect of your study will be set in an international and multi-cultural context. Secondly, you’ll learn to apply a set of very practical skills which are highly valued by employers. Thirdly, you’ll become well-versed in the theory and practice of contemporary marketing, and how marketing informs, and is informed by, other business functions.
You’ll cover essential aspects of modern marketing, including the value of information, performance measurement, and customer and competitor insights. You’ll explore the ways in which creativity and innovation help to shape marketing – whether in developing new products and services or new ways to communicate with highly targeted and even niche audiences.
This full-time course can be completed in three years, or in four years if you choose to do a work placement.
Why choose this course?
Choose this course and you’ll develop the applied expertise you need to build a career in global marketing, be able to work strategically and make well-informed decisions and plans. You’ll also add to a wide range of transferrable skills such as teamwork, communication, presentation and handling client relationships.
This course has been approved as career-relevant by employers, because we’ve ensured that it delivers the practical skills they’re looking for. You’ll have many opportunities to visit, hear from, work for or consult to real businesses, and there are options for field trips and visits to museums and exhibitions. Your learning will be based around workplace tasks such as market research, report-writing and presentations. You’ll also use industry-standard business software, such as Excel and IBM’s SPSS Statistics.
London is a world-leading centre for marketing, media communications and public relations. Many of the world’s leading agencies and consultancies are headquartered here, as are diverse businesses from innovative start-ups to huge multi-nationals. From our campus in Central London, you’ll have plenty of opportunities to immerse yourself in this world and to network with marketers – and you’ll also be expected to go out and create your own learning opportunities from what’s available on your doorstep.
Coventry University has been award ‘Gold’ in the government’s Teaching Excellence Framework. You’ll be taught by inspirational tutors with broad experience in both academic and professional contexts, who come from – or have worked – all over the world, including the USA, the Middle East, Europe, South Africa and Asia. Each brings with them their own marketing insights and stories from those places as well as a range of industries including pharmaceuticals, manufacturing, banking, management consultancy, travel, private equity, fintech, energy, the military, publishing, foods, retail, logistics and more.
Every aspect of this course has been designed to reflect international business practices, cultures and legal frameworks, so you’ll develop confidence dealing with diverse people and organisations around the world. You’ll study alongside students from many different countries, who will bring an invaluable multi-cultural dimension to your learning. You’ll work on international case studies, hear from global businesses, have the option to go on overseas field trips, and much more.
You can access a significant amount of support when it comes to numeracy, technology, communication, problem-solving and group work. For example, you’ll be able to submit your assignments for pre-marking feedback, and you’ll have a personal tutor plus support with computing, our library facilities, and employability. If you do the placement year, you’ll also have both academic and workplace mentors.
International experience opportunities
Every aspect of your learning will be internationalised. You will explore marketing case studies from around the world, and your tutors will share experiences of their work or research in other countries. There may be overseas field trips with visits to businesses, institutions, exhibitions or other events.
You could choose to do a placement year between your second and final year, and/or an 11-week internship in your final year, and you are free to arrange your own opportunities in other countries if you prefer not to pursue them in the UK.
Throughout the course, you’ll study as part of a diverse cohort alongside other students from all over the world. You will benefit from their perspectives and insights, and learn to adapt your approach in order to maximise the benefits of multicultural working.
This commercially astute and digitally aware course could propel you into an exciting marketing management career anywhere in the world.
When you graduate, you’ll face a huge range of options. Marketing careers can also develop into more general leadership roles, so our focus on strategy and evidence-based decision-making could serve you well in building a broader career.
Your CV should appeal to employers, thanks to our focus on practical skills and commercial acumen. You’ll understand the role of marketing in diverse organisations; you’ll be equipped to contribute to the work of global brands; and you’ll have a strong grasp of the importance of ethical behaviour in globalised marketing practice.
The optional placement and internship could play an important role in developing your confidence, resilience and networking skills. The entrepreneurial skills you’ll learn will also prepare you for self-employment, if that’s what you choose to do.