Overview
In the globalised business environment, we believe that marketing stands out as one of the key factors contributing to the success of any business.
This course, which draws upon contemporary developments in international marketing, should give you the chance to explore the skills which may be needed to work within an international businesses, using marketing to drive growth and business success.
The aim of the course, which is currently accredited by the Chartered Institute for Marketing, is to try to prepare you for potential future jobs in international marketing management upon successful completion. We will endeavour to prepare you to be a professional marketing practitioner, ready to oversee large scale marketing strategies and campaigns that could span multiple countries and regions. You will explore the theoretical knowledge, skills and personal attributes which may be required when considering a future career as a manager in an international marketing position, leading multi-functional teams to achieve business growth. Successful graduates should be adaptable and proactive specialists, capable of entering the workforce at management level.
Why Coventry University?
An award-winning university, we are committed to providing our students with the best possible experience. We continue to invest in both our facilities and our innovative approach to education. Our students benefit from industry-relevant teaching, and resources and support designed to help them succeed. These range from our modern library and computing facilities to dedicated careers advice and our impressive Students’ Union activities.
Course information
By studying MSc International Marketing Management, you will explore a variety of topics related to international marketing and marketing management.
You will have the chance to develop many transferable skills, which should prove useful for the workplace, such as producing a situation analysis for a client, pitching a campaign, producing and critiquing a concept map and completing simulated exercises.
The course offers you the opportunity to develop your critical understanding, interpretation and application of data and the implications this has on marketing decision making and budget planning. You will investigate how marketing managers can gain insight from analysing key marketing metrics, as well as examining how measurement techniques, closely linked to marketing objectives, can be employed to understand the effectiveness of marketing activities.
Business acumen will be tested through a range of innovative assessments. For example, you may be required to complete a brand manual for a client and critically examine and apply 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.
Additionally, you will examine consumer behaviour, which we believe is key to understanding global consumer behaviour, one of the factors that underpins many marketing activities, service provision, digital choices and policy formulation. The course’s assessment strategy also offers you the opportunity to apply for an industry-based internship* or conduct research as part of the Project module.
Please note that we are unable to guarantee any internship and that such an opportunity may be subject to additional costs (e.g. travel, visas and accommodation etc.) competitive application, availability, and/or meeting any applicable visa requirements.
Why choose this course?
The course involves a range of modules with a national and international focus that are taught in an internationally diverse learning environment, which benefits from staff with a variety of backgrounds. Through studying the course, we seek to give you the ability to blend theory and practice in complex situations and have an appreciation of how evidence-based research can inform and enhance your performance as an international marketing manager.
Across our modules, which cover areas such as the management of marketing metrics, insights into consumer behaviour, and digital marketing strategy, you should experience authentic assessments, designed to replicate challenges you may face in a future career in the sector. These may include participating in an in-tray simulation exercise, producing a brand manual, or producing a full marketing plan for a simulated organisation. Through the integration of these assessments, you will sit no formal examinations during this course, allowing you to focus on building skills of real value to transfer into the workplace. For a full list of assessment methods, please see the ‘How you’ll be assessed’ section.
Employability isn’t just integrated into the course through innovative assessments – you will also have the chance to hear from industry speakers, who give an insight into contemporary challenges within marketing, and have the opportunity to respond to live project briefs (subject to availability), which allow you to test your developing skills against ‘real-world’ problems. Alongside this, you should also benefit from the Business School’s work placement and employability support team, who have strong links with employers at a local, national and international level.
The course also incorporates a Chartered Management Institute (CMI) accredited module, ‘Global Professional Development – Consultancy’. Students who successfully complete the module and meet the CMI evidence requirements can gain a Level 7 Certificate in Strategic Leadership and Management and a Level 7 Award in Professional Consulting. This can enable you to apply for Chartered Manager status via the qualified route, once all CMI entry criteria have been met. Please see the Accreditation and Professional Recognition section for more details.
Coventry University is also a Chartered Institute of Marketing (CIM) accredited study centre and the International Marketing MSc is a part of the CIM Accredited Degree scheme, which means our course can provide certain exemptions if you choose to study towards professional qualifications. Please see the Accreditation and Professional Recognition section for more details.
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