Undergraduate Courses

School of
Marketing and
Management
Welcome

It is my pleasure to welcome you to the School of Marketing and

Management, based within Coventry Business School and part of
the Faculty of Business and Law.

We recognise how important it is to choose the right course and

university, as they will act as a crucial foundation for developing your
future career. We have therefore designed a set of courses which
are aimed at the needs of both students and industry.

They will aim to challenge you academically but also offer you many
opportunities to gain work experience, to travel internationally and
to gain additional qualifications. We have expertise in the business
disciplines of Human Resource Management (HRM), Marketing and
the subject areas of Sport and Event management, offering a range of
courses in each of these disciplines and subject areas.

I am proud of the team of staff who have designed, and who

teach on, these different courses. We have a rich, cultural diversity
of staff from around the world with a strong mix of professional
qualifications, academic achievements and practitioner experience,
drawn from the commercial, public and entrepreneurial sectors.
This means that there is a strong problem-based approach to our
teaching and learning methodology, where theory is constantly
applied to real-world situations.

What further enhances the quality of our courses are our solid links with
industry and the clear global outlook we take. Our industry relationships
are long established, with students having the opportunity to gain
relevant knowledge and skills for their future employment. It also creates
many opportunities where practitioners deliver a variety of guest lecture
talks within modules, to show how theory is put into practice. All of this
takes place within a university culture of global engagement, with an
international outlook nurtured by the opportunities offered for overseas
field trips, collaborative student projects and the diversity of our intake
of students from all over the world.

I hope this brochure stimulates your interest to find out more

about our courses, our university and the city of Coventry. It marks
the beginning of your engagement with the School of Marketing
and Management and of you one day hopefully becoming a Coventry University
Coventry University graduate.

GOOD
UNIVERSITY
GUIDE
2019
UNIVERSITY
OF THE YEAR
FOR STUDENT
EXPERIENCE

Sarah Horton-Walsh
Head of School

Awarded Gold for outstanding

The contents of this brochure are correct at time of going to press. The course teaching and learning 2017-20.
information within it relates to the 2021/22 academic year. We regularly review our
courses, to make them relevant and current for the benefit of our students. Please visit
www.coventry.ac.uk/study-at-coventry for up-to-date information on courses and
other facilities and services described here before making any application or accepting
any offer. Where there is a difference between the contents of this brochure and our
website, the contents of the applicable website take precedence and represent the basis
on which we intend to deliver our services to you.
 School of Marketing and Management
Contents
04 UK City of Culture 2021
06 Global opportunities
08 Career prospects
10 Teaching excellence

12 Event Management
13 Sport Management
14 International Events and
Hospitality Management
(top-up)
15 Business and Human Resource
Management
16 Advertising and Marketing
17 Business and Marketing
18 Digital Marketing
19 International Digital Marketing
(top-up)
20 Marketing
21 International Marketing (top-up)

22 Next steps

Dorina-Andrea Cioata
Digital Marketing BA (Hons)
 UK City of Culture 2021
Coventry University is very much at the heart of the city’s rich history
as well as it’s exciting future. The continually evolving cityscape has
lots to offer, including a wide variety of places to eat, drink, shop and
relax.
UK City of Culture 2021
In case you haven’t heard, Coventry won its bid to be named UK
City of Culture 2021, with Coventry University being a principal
partner in the successful bid. This accolade, awarded by the UK
Department of Culture, Media and Sport every four years, means
the world will be watching Coventry throughout 2021. Therefore,
if you are looking to study any of our Event Management or Sport
Management courses you’ll be joining us during a period where we
expect there to be large-scale events and increased visitor numbers,
which should give you plenty of opportunities to get involved.
Top 5 UK Student City
QS Best Student Cities
Index 2019
4
Culture on your doorstep
Whatever your passion, Coventry is almost certain to cater for it.
For music lovers, the city hosts the annual Godiva Festival, one of
the UK’s biggest family music festivals, that’s seen the likes of Biffy
Clyro, Kasabian, The Enemy, Jake Bugg and Example taking to
the stage in the Memorial Park. There’s also a range of live music
venues including the Golden Cross, the Kasbah and ‘The Tin’ Music
and Arts.
Theatre-goers have a choice of venues from Warwick Arts Centre and
Coventry’s Belgrade Theatre, both of which usually offer discounts
for students, to smaller venues, including the Shop Front Theatre, a
unique theatre space housed in a former fish and chip shop.
As the birthplace of the British motor industry, Coventry is home
to the recently redeveloped Transport Museum, which houses the
fastest car in the world and a 4D Land Speed Record simulator. In
addition, the city is home to MotoFest Coventry, an annual motoring
festival featuring motorsport demonstrations and live music.
For art and history fans, the Herbert Museum and Art Gallery are
located in University Square, opposite the iconic Coventry Cathedral.
Sport
Coventry was also European City of Sport 2019, with the vision of
promoting and celebrating the benefits of sport, making the year a
catalyst for a fitter, healthier city. Coventry has always been a city
with a proud sporting heritage, but this award further expanded
sport in the community – making the city a great place to study
Sport Management.
The Ricoh Arena, situated at the edge of the city, is a modern
development which houses a 32,000-seat football and rugby
stadium. This played host to London 2012 Olympic football matches
and is home to the Wasps Rugby Club and Wasps Netball, and
frequently offers volunteering opportunities to our students.
Coventry United Ladies are currently a part of the 11-team
Championship, the second-tier FA Women’s league, and up
against teams like Aston Villa, Blackburn Rovers, Charlton Athletic
and Crystal Palace. Next step up from this semi-pro league is
the Barclay’s FA Women’s Super League, Europe’s only fully
professional female football league and littered with club names you
may recognise from the men’s Premier League.
Other sports teams within the city include Coventry Rugby Football
Club, Coventry Bears rugby league club – and the Coventry Blaze
ice hockey team, housed in the city’s Skydome complex, with which
Coventry Business School has a particularly close relationship,
with players having previously studied with us, and our students
frequently volunteering at games and other events.
During and after its year as
UK City of Culture in 2021,
Coventry will welcome
visitors from all over the
world to see what the city
has to offer.

5
 Global opportunities
Opportunities to travel and/or work in the UK and overseas are a real
benefit of choosing Coventry Business School. We aim to help you
stand out from the crowd when you graduate by offering a range of
overseas experiences throughout your degree.
Field trips
You will have the opportunity to go on a field trip each year to help
broaden your subject knowledge, put the theories you have learnt
into practice, network, and experience other cultures. Some trips are
free of charge, while others are subsidised.
Some of our students from this school have been on field trips
within the UK and all over the globe, to places such as Cape Town,
Doha, Prague, Miami and Cuba. Just recently, some of our Sport
Management students took a behind-the-scenes tour of Tottenham
Hotspur’s new £1bn stadium, led by two course alumni working for
the club. Check course web pages for further details of trips related
to specific courses.
These opportunities can help you to understand how the knowledge
and experiences you gain during your course are applied in a real-
life setting, whilst also making invaluable connections that should
help to bolster your employment prospects.
Global Leaders Programme (GLP)
This exciting, members-only programme aims to develop industry
leaders of the future. Expand your global skills in our specialist
workshops, experience new cultures and different countries, and
undertake behind-the-scenes industry visits around the world. You
will also be able to take advantage of opportunities to meet global
leaders, which have in the past included networking events with
the likes of Google, Microsoft and Facebook. This programme is
optional and involves an additional fee.
For further information, please visit
www.coventry.ac.uk/globalready
Go Abroad scheme
Our Go Abroad scheme offers multiple opportunities to gain
international experience. The scheme aims to help you acquire the
knowledge, attitudes and skills to go on to become a globally-agile
citizen and globally-employable graduate.
The scheme offers opportunities to ‘Go Study’, ‘Go Work’, or
‘Go Explore’ to gain experiences beyond those offered on your
course or by your school.
For further information, please visit
www.coventry.ac.uk/go-abroad
1st for overseas student
experiences 4 years running
Based on student trips abroad from
HESA 2014/15-2017/18 UK data
6
Placement/study abroad year
Many of our school’s courses offer the opportunity to undertake an
optional additional year gaining experience on a work placement,
in the UK or abroad, or studying overseas. Previous students
have secured and successfully completed work placements with
prestigious organisations such as Grant Thornton and Volvo, which
can help them stand out in the employment market.
Students do compete for placements, however there is a lot of
support available through our Talent Team to improve your chance of
success. You can find out more on page 8.
Collaborative Online International Learning projects
Collaborative Online International Learning is the term that we use
at Coventry University to refer to ‘virtual mobility’ experiences.
These are included within the curriculum and provide an opportunity
to interact with international universities and industry professionals.
You can use these experiences to develop your intercultural
competences and digital skills, while working with others on
subject-specific learning tasks or activities.
Recent projects in the School of Marketing and Management have
included an innovative one for Human Resource Management
students, in partnership with a German university, using the Faculty
of Business and Law’s telepresence robots. Also, Marketing
students have explored global marketing and consumer behaviour
with marketing students in Malaysia, Singapore and the Netherlands.
For further information, please visit
www.coventry.ac.uk/coil
Learn a language
Coventry University’s innovative Linguae Mundi programme offers the
opportunity to learn a new language. With more than 30 languages
available through face-to-face classes by native speakers, and even
more to choose from online, you could gain cultural knowledge and
add a key global skill to your portfolio.
A global city
Coventry offers the opportunity to gain global skills and experiences
too – it’s a multicultural city that has welcomed students from more
than 160 countries around the world. Internationally-flavoured events
are run on campus throughout the year, such as Tai Chi classes by
the Confucius Institute and gatherings by student societies. We’ve
already helped thousands of students to gain a competitive edge in
the employment market with the global skills and knowledge they
gained with us.
Please note that any opportunities or experiences referred to on this page may be subject
to additional costs, competitive application, availability and meeting any applicable visa
requirements. Please check our website for further information.
Last year I attended an
overseas trip with the
university, with the aim of
comparing how venues are
run overseas to how they
are run in the UK.

Jake Paris
Event Management BA (Hons)
7
 Career prospects
We want you to be able to thrive both now and in the future. To
achieve this, our Talent Team provides support services and
opportunities to help you apply for placement experiences. We work
closely with industry and professional bodies to ensure our courses
provide students the opportunity to acquire the knowledge and skills
demanded by employers.
Employability and work placement support
Our interest in your success extends beyond the classroom and
we have invested heavily in assisting our students to progress to
successful careers in the marketing, human resources and sport
and events sectors.
Our Talent Team is available for Coventry Business School students,
and offers a range of services, including;
ƒ One-to-one support
ƒ Drop-in sessions for CV, application and
personal statement checks
ƒ Skills development workshops
ƒ Mock interviews
ƒ Assessment centre and psychometric testing training
ƒ Employer and networking events
In addition to the above, we offer support to guide you and help you
in securing work placements or paid internship opportunities. We
also ensure you have access to support for preparing, and applying,
for graduate jobs. By the time you’ve successfully completed your
course, you should have had various opportunities to acquire the
skills and qualities sought by employers.
The Talent Team also puts on frequent employer events throughout
the year to give you the chance to network with businesses and find
out more about securing graduate roles and placements. These
events usually include the Faculty of Business and Law Employment
Fair, which is attended by more than 25 employers each year.
Our links with industry
Our industry links help us to provide you with the best possible
placement and employment opportunities, with our Talent Team staff
having relationships across the sectors we cover, from City Councils
to Highways England to Sports Coach UK. These relationships,
plus the ongoing support provided to you by our team, ensure we
are able to help you as you look for placement and graduate job
opportunities.
Placements
We know what a big difference work experience and placements
can make to your career prospects. Our current students agree,
with an increasing number opting to broaden their horizons and
gain the valuable experience needed when entering the competitive
employment market through a year-long placement in their third
year, or short placements throughout their course.
Past students have secured and successfully completed placements
in the UK and overseas, in businesses such as Microsoft, IBM,
L’Oreal and Disney.
97% employed
or in further study
DLHE survey, UG UK, 2016/17
(published 2018)
8
Volunteering
Of particular interest to students looking to study Sport Management
or Event Management, we have flourishing relationships with a range
of local, national and international organisations. This means our
students can complete more than 15,000 hours of voluntary work
each year, giving them the chance to gain key skills relevant to their
course. Recent examples include students looking after VIPs at BBC
Sports Personality of the Year and working at major concerts, such
as the Spice Girls 2019 tour at the Ricoh Arena.
With Coventry due to be UK City of Culture 2021, there may also be
a host of opportunities to volunteer at, and get involved with,
high profile events, as the city expects to stage a year of cultural
experiences for visitors from all over the world.
Add+vantage modules
Our Talent Team works closely with our academics to ensure that
employability skills are embedded into our curriculum. Most of our
courses include the university’s Add+vantage scheme which allows
you to complete career-focused modules at each stage of the
course, as part of our employability programme.
Modules include a range of work experience and career
development activities, covering topics ranging from foreign
languages and entrepreneurship through to modules led by
employers including Jaguar Land Rover and Severn Trent Water. All
are designed to help you gain relevant skills to take into your
future career.
For further information, please visit
www.coventry.ac.uk/addvantage
Student societies
In Coventry Business School, the student experience extends
beyond our teaching, with numerous dedicated student societies
you can join. These societies are led by our students, and can
provide opportunities to network with professional bodies, attend
guest speaker talks and attend social events dedicated to members
of the society. There are numerous societies of relevance to students
within the School of Marketing and Management, such as the
Advertising and Marketing Society, the PR and Consumer Behaviour
Society, and the Enactus Society, which offers students the
opportunity to run commercial and social enterprise projects.
Part-time work
The university also boasts thefutureworks, which is our own
commercial recruitment agency. Thefutureworks aims to offer
students the chance to apply for a choice of flexible or temporary
opportunities.
One option is to become a student ambassador, working part-time
at events such as Open Days, giving you the opportunity to gain
employability skills and build up work experience on your CV.
If you would like to get more information on working while you study,
including additional guidance for international students, please visit
www.coventry.ac.uk/working-while-you-study
Please note that any opportunities or experiences referred to on this page may be subject
to additional costs, competitive application, availability and meeting any applicable visa
requirements. Please check our website for further information.
Our Talent Team puts on
events throughout the year
that allow you to network
with prospective employers.

9
 Teaching excellence
We know the difference good teaching can make to your time at
university. A great experience can make you happier, help you to
learn more and contribute to giving you the edge when it comes to
getting a job. Our focus is on learning that is led by experience, with
the aim of giving you the opportunity to gain a deeper understanding
of the practical application of what you are taught.
We’re proud of our teaching achievements, which saw us awarded
Gold in the Teaching Excellence Framework 2017-20, the Government’s
first major assessment of teaching quality in universities, and also
saw us awarded the maximum 5 Stars for both our teaching and our
facilities (QS Stars 2020).
Learning through exploration
We take an innovative approach to teaching and learning. By
experiencing and exploring simulated scenarios, you can gain a
deeper understanding of the theory and practical application of
knowledge, as well as having an enjoyable and engaging learning
experience.
This approach is not just limited to our teaching – it covers our
assessment strategies as well, which are focused on providing you
with the opportunity to undertake assessments that are designed
to match the skills you may use in your future career.
Facilities
Designed to build creative minds, the DigiComm Lab is equipped
with industry-standard marketing and advertising software and
hardware to support your creative development. Built into all our
marketing courses, you will be putting the theory you have learnt in
your lectures into practice from year one.
Our DigiComm Lab gives you a creative space to get to grips with
anything from the latest social media platforms to Adobe apps.
Its modern décor and spacious setting allows for individual work as
well as group work. You will be challenged throughout your learning
as you work to develop a skill set which could be invaluable in the
real world.
Employability is a priority on all our courses and we offer you
many opportunities to enhance your employability and skills in the
DigiComm Lab, with developing marketing campaigns, blogging
and designing being just a few of them.
For further information about the DigiComm Lab, please visit
www.coventry.ac.uk/digicomm-lab
Professional accreditations
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 benefits such as
exemptions from professional exams (subject to availability, and
fees may apply).
2nd for Teaching
Excellence
Times Higher Education
UK metrics ranking 2017
10
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. If the accreditation of any of our
courses change, we will notify applicants and students as soon as
possible. Please check the relevant course website for up-to-date
information on the current status of course accreditations.
In addition to course level accreditations, Coventry Business
School is currently an active member of the European Foundation for
Management Development (EFMD) and the Chartered Association
of Business Schools (CABS), as well as being a signatory to the
United Nations Principles for Responsible Management Education
(UNPRME) initiative.
Research-informed teaching
At Coventry Business School, we seek to deliver an education that
is informed by our impactful research, allowing our degrees to cover
some of today’s most challenging issues and the solutions we are
finding for them. Such an approach seeks to empower our graduates
to become future business professionals, with the knowledge
informed by our research in areas including strategy and leadership.
We achieve this through our two dedicated Faculty Research
Centres (the Centre for Business in Society, and the Centre for
Financial and Corporate Integrity) which deliver a broad portfolio of
grant-funded internationally collaborative research, client-funded
consultancy, knowledge transfer activity, and international research
exchange and mobility. The two centres together are home to
a multi-disciplinary staff of over 70 independent/ early-career
researchers; and over 150 Postgraduate Researchers on PhD or
DBA programmes.
Learning support
The university’s Centre for Academic Writing (CAW) is an innovative
teaching and research centre that aims to help you to become a
better academic writer. Through workshops and one-to-one sessions,
you can access the advice and guidance you need on topics such as
essay writing, reports, dissertations and theses. This service is free to
all students, and is located in the Lanchester library, right next door to
Coventry Business School’s William Morris building.
Expert staff
Staff within the school are drawn from a variety of backgrounds,
and are internationally diverse. You could be taught by staff with
professional experience in your chosen career field, as well as
by staff who are research-active. This diversity can give you the
opportunity to gain fresh perspectives on the topics you study, and
can also help you to understand how skills and knowledge can be
applied to real-world situations.
The DigiComm Lab gives
you the opportunity to
work on creative briefs,
in a professional manner, in
a close-to-real-life setting.

11
 Event Management

Indicative course structure

Course information Year 1:
ƒ Academic and Professional Skills
Event Management BA (Hons) ƒ Introduction to the Event Industry
ƒ Marketing in Events
UCAS: N821 / INT: FBLU051
ƒ Management and Leadership in Sport and Events
www.coventry.ac.uk/ug/N821 ƒ Managing People in the Sport and Event Industry
ƒ The Sport and Event Business Environment
ƒ Add+vantage module
Study options:
Year 2:
3 years full-time
ƒ Corporate Events
4 years full-time including optional placement/study abroad year
ƒ Developing a Professional Identity
ƒ Research Methods
Overview ƒ Live Event Management
ƒ Add+vantage module
Coventry is a great place to study Event Management. The city ƒ Two of the following modules:
will officially be UK City of Culture in 2021, and there is currently a - Sport and Event Tourism
planned programme of events, which we hope will bring in visitors - Media and Entertainment Law
from all over the world. Our course is designed to prepare you - CSR in Sport and Events
for the exciting and fast-paced events industry, and we hope that Optional placement/study abroad year
industry will be in full swing on our doorstep in 2021 and beyond. Final year:
ƒ Strategic Management in Sport and Events
Our Event Management course has a strong focus on engaging ƒ Managing your Career
with real-world working problems, enabling you to utilise the theory ƒ International Event Management
and knowledge gained from the classroom and work experience, ƒ Event Design
to help develop practical management solutions. By combining the ƒ Project
study of events with management theory, you have the opportunity ƒ Add+vantage module
to gain a broad-based business education in the context of the ƒ One of the following modules:
event industry and to learn key skills such as project management, - Sport and Event Entrepreneurship
which is taught at both an operational and strategic level. - Cultural and Special Events
- Venue Operations Management
Graduates from this course have gone on to put their practical
event management skills, honed through running live events, Accreditations and memberships:
into use in a variety of roles within the industry, while others have This course is currently accredited or recognised by the bodies
gone on to jobs in other related sectors, such as marketing or below. See more about accreditations on page 10 or visit the course
general management. webpage for further details on the specific accreditations associated
with this course.

12
Sport Management

Indicative course structure

Course information Year 1:
ƒ Academic and Professional Skills
Sport Management BA (Hons) ƒ Introduction to Sport Business
ƒ Introduction to Sport Marketing
UCAS: N285 / INT: FBLU052 ƒ Management and Leadership
www.coventry.ac.uk/ug/N285 ƒ Managing People in the Sport and Event Industry
ƒ The Sport and Event Business Environment
ƒ Add+vantage module
Study options: Year 2:
3 years full-time ƒ Sport Policy and Governance
4 years full-time including optional placement/study abroad year ƒ Corporate Social Responsibility in Sport and Events
ƒ Managing Sport Events
ƒ Developing a Professional Identity
Overview ƒ Research Methods
ƒ Add+vantage module
Coventry has always been a city proud of its sporting heritage – ƒ One of the following modules:
so much so that we were European City of Sport 2019. With a - Sport Marketing Insights
number of major sports teams and venues around the city, Coventry - Sport and Event Tourism
- Media and Entertainment Law
is a great place to study a course focused on the sport sector.
Optional placement/study abroad year
Final year:
Blending the areas of sport and management, this course
ƒ Strategic Management in Sport and Events
explores the policy, planning, management and delivery of sports ƒ Managing your Career
services, products and events. The growing sports sector offers ƒ Venue Operations Management
a range of career opportunities in areas such as sponsorship, ƒ Project
facilities management, public relations and the management of ƒ Add+vantage module
sporting talent. We give you the chance to progress in those areas ƒ Two of the following modules:
through developing your knowledge and understanding of core - Sport and Event Entrepreneurship
management skills in relation to the sector. - Contemporary Issues in Sport
- Sport Event Legacy
As a business school, we have many years of experience in - Sport PR and Media
teaching sport and have developed many key links within the
industry, such as those with Wasps Rugby team, Coventry Blaze Accreditations and memberships:
ice hockey team and various Premiership football teams, including This course is currently accredited by the Chartered Management
Tottenham Hotspur. Institute (CMI). For more details on accreditations and renewals, see
page 10.
Such links create opportunities for volunteering, internships and guest
lectures which can help you to really get a sense of what a career
within sport management might involve.

Please note that any opportunities or experiences referred to on this page may be subject
to additional costs, competitive application, availability and meeting any applicable visa
requirements. Please check our website for further information.

13
 International Events and Hospitality
Management (top-up)

Indicative course structure

Course information Year 1 (2nd year entry):
ƒ Managing Sport Events
International Events and Hospitality Management ƒ Corporate Events
ƒ Academic English for International Business (Stage 2:1)
BA (Hons) top-up
ƒ CSR in Sport and Events
UCAS code: N280 / INT: FBLU026 ƒ Live Event Management
www.coventry.ac.uk/int-event-top-up ƒ International Hospitality Operations Management
ƒ Add+vantage
Year 1 (3rd year entry) / Year 2 (2nd year entry):
Study options: ƒ Sport and Event Entrepreneurship
1 year full-time (Final year entry) ƒ Strategic Management in Sport and Events
2 years full-time (2nd year entry) ƒ Venue Operations Management
ƒ International Event Management
Overview ƒ Contemporary Issues in Hospitality Management
ƒ Advanced Business English for International Students 1
ƒ Add+vantage
As one of the fastest growing economic sectors in the world, the
dynamic event and hospitality industry is now a major employer
around the world. As a result, there is an ever-increasing demand
for individuals who can market and manage events, activities and
services successfully.

Designed for international students, this course can see you

boost existing qualifications in the industry to degree level upon
successful completion. Designed to reflect the international
nature of the hospitality and event industries, the course also
incorporates the advanced study of business English.

We combine the study of events marketing with hospitality

management theory, aiming to provide a broad-based business
education. Subjects covered include corporate planning, the
management of international events, strategic management and
venue operations management. You will also have the chance to
study an Add+vantage module in each year of study, which could
see you undertake a career-focused module, hone your language
skills, or develop entrepreneurial abilities.

Depending on the previous course you have studied, or if you are

at a partner institution of Coventry University, you will be able to
apply for either 2nd year or final year entry to this top-up course.
For more information, please visit the course page on our website.

14
Business and Human Resource
Management

Indicative course structure

Course information Year 1:
ƒ Academic and Professional Skills in Business and Management
Business and Human Resource Management BA (Hons) ƒ Understanding HRM
ƒ Exploring Work Psychology
UCAS: N600 / INT: FBLU035
ƒ Global Business Context of HRM
www.coventry.ac.uk/ug/N600 ƒ Financial Aspects of HR
ƒ Contemporary Issues in People Management
ƒ Add+vantage
Study options:
Year 2:
3 years full-time
ƒ Critical Employment Awareness and Developing your Career
4 years full-time including optional placement/study abroad year
ƒ Using Data in Business
4-6 years part-time
ƒ Resourcing, Talent Planning and Employer Branding
ƒ Strategic and International Reward
Overview ƒ Improving Organisational Performance
ƒ Add+vantage
A business is only as good as its people - and all businesses ƒ One of the following modules:
need good people. The management of human resources is a vast - Digital Business
and important area of any successful business, involved in a wide - Employment Relations
array of areas such as staff recruitment, staff development, change Optional placement/study abroad year
management and labour law compliance. Final year:
ƒ Project
This course aims to teach you how to apply your learning to ƒ Employment Law
case studies of real-life scenarios – from small local companies ƒ Managing Change and Innovation
to multinational corporations, from public bodies to charitable ƒ HR Analytics for Strategic Decision Making
organisations, By doing this, you get to see for yourself the impact ƒ Business Governance, Leadership and Sustainable Ethics
and influence of good human resource management on successful ƒ Add+vantage
business performance. ƒ One of the following modules:
- Strategic and International HRM
This course benefits from accreditation by the Chartered Institute - Enterprise and Entrepreneurship
for Personnel Development (CIPD), the leading body for human
resources professionals. This can allow you to become a Accreditations and memberships:
student member, with the opportunity to then attend workshops This course is currently accredited or recognised by the bodies
and events, as well as potentially study towards professional below. See more about accreditations on page 10 or visit the course
qualifications during your course. webpage for further details on the specific accreditations associated
with this course.

15
 Advertising and Marketing

Indicative course structure

Course information Year 1:
ƒ Marketing Research and Data Analysis
Advertising and Marketing BA (Hons) ƒ Marketing Principles and Practice
ƒ Employment and Academic Skills
UCAS: N590 / INT: FBLU047
ƒ Introduction to Integrated Marketing Communications
www.coventry.ac.uk/ug/N590 ƒ Organising for Business
ƒ Advertising Concepts and Practice
ƒ Add+vantage module
Study options:
Year 2:
3 years full-time
ƒ Marketing Management
4 years full-time including optional placement/study abroad year
ƒ Consumer Behaviour
ƒ Career Preparation
Overview ƒ Marketing Insight
ƒ Applied Advertising and Campaign Management
Studying advertising and marketing at Coventry University gives you ƒ Digital Marketing and Online Presence
the opportunity to gain a broad range of practical and transferable ƒ Add+vantage module
skills. These range from the creative to the analytical, whether that Optional placement/study abroad year
be consumer behaviour, creative advertising development and Final year:
advertising concepts, or managing an online presence. ƒ Contemporary Marketing Issues
ƒ Marketing Communications Strategy
Coventry University is currently the only educational establishment ƒ Career Development
in the world with EPAS-accreditation for a combined advertising ƒ Communication Psychology
and marketing programme. The accreditation is awarded by the ƒ Project
EFMD (European Foundation of Management Development), the ƒ Add+vantage module
leading international system of quality assessment, improvement ƒ One of the following modules:
and accreditation of business programmes. The course is also - Creative Advertising Development
recognised by the Chartered Institute of Marketing (CIM) Graduate - Digital and Social Media Strategy
Gateway scheme, which can give you certain exemptions from
professional exams that could boost your employability. Accreditations and memberships:
This course is currently accredited or recognised by the bodies
When studying this course, you will also have the opportunity below. See more about accreditations on page 10 or visit the course
to have sessions in our DigiComm Lab, which is equipped with webpage for further details on the specific accreditations associated
industry-standard marketing and advertising software, allowing with this course.
you to put theory into practice.

16
Business and Marketing

Indicative course structure

Course information Year 1:
ƒ Marketing Research and Data Analysis
Business and Marketing BA (Hons) ƒ Marketing Principles and Practice
ƒ Employment and Academic Skills
UCAS: NNF5 / INT: FBLU048
ƒ Introduction to Integrated Marketing Communications
www.coventry.ac.uk/ug/NNF5 ƒ Organising for Business
ƒ Financial Management for Business
ƒ Add+vantage module
Study options:
Year 2:
3 years full-time
ƒ Marketing Management
4 years full-time including optional placement/study abroad year
ƒ Consumer Behaviour
ƒ Career Preparation
Overview ƒ Marketing Insight
ƒ Digital Business
Within a fiercely competitive and global economy, marketing has ƒ Management and Leadership in Marketing
become increasingly central to commercial success. Businesses ƒ Add+vantage module
and organisations across a variety of sectors, including private, Optional placement/study abroad year
public and non-profit, need to determine and differentiate their Final year:
brand, to communicate effectively what they do to retain and ƒ Contemporary Marketing Issues
attract customers. ƒ Marketing Strategy
ƒ Career Development
Recognised by the Chartered Institute of Marketing (CIM) ƒ Responsible Business Strategy
Graduate Gateway scheme, this course is focused on how ƒ Project
marketing relates to the wider business environment. Throughout ƒ Add+vantage module
your studies, you will have the opportunity to gain a solid ƒ One of the following modules:
understanding of business analysis, planning and management, - Global Marketing
alongside specialist marketing skills, such as understanding - Innovation and Change
consumer behaviour, developing creative solutions and promoting - Enterprise and Entrepreneurship
competitive advantage.
Accreditations and memberships:
By integrating the two disciplines of business and marketing, This course is currently accredited by the Chartered Institute of
we aim to provide you with a solid foundation of business Marketing (CIM). For more details on accreditations and renewals,
knowledge with a clear marketing focus. This is backed up by CIM see page 10.
accreditation that could see you gain certain exemptions from
professional exams.

17
 Digital Marketing

Indicative course structure

Course information Year 1:
ƒ Marketing Research and Data Analysis
Digital Marketing BA (Hons) ƒ Employment and Academic Skills
ƒ Marketing Principles and Practice
UCAS: N5P3 / INT: FBLU049
ƒ Introduction to Integrated Marketing Communications
www.coventry.ac.uk/ug/N5P3 ƒ Organising for Business
ƒ Introduction to Digital Marketing
ƒ Add+vantage module
Study options:
Year 2:
3 years full-time
ƒ Career Preparation
4 years full-time including optional placement/study abroad year
ƒ Consumer Behaviour
ƒ Marketing Management
Overview ƒ Applied Advertising and Campaign Management
ƒ Digital Analytics
Digital technology has changed our lives, including how we ƒ Designing Online Presence
communicate with each other, and how brands communicate ƒ Add+vantage module
with us. The flexibility, mass reach and reduced costs of digital Optional placement/study abroad year
marketing mean organisations in every sector are increasingly Final year:
seeking to use such technology. Online marketing, digital ƒ Career Development
technologies and social media allow organisations to reach and ƒ Contemporary Marketing Issues
engage existing and potential clients, creating new career paths ƒ E-CRM and Strategy
for creative and talented graduates. ƒ Social Media and Online Reputation
ƒ Project
Recognised by the Chartered Institute of Marketing (CIM) ƒ Add+vantage module
Graduate Gateway scheme, our course covers marketing, social ƒ One of the following modules:
media and digital technology, giving you the opportunity to gain a - Creative Advertising Development
comprehensive understanding of the evolving digital landscape. - Enterprise and Entrepreneurship
You will also get the chance to develop practical skills that will give
you a real insight into the dynamic world of 21st century business, Accreditations and memberships:
and which could set you up to manage digital communications This course is currently accredited by the Chartered Institute of
strategies or drive digital change in organisations. Marketing (CIM). For more details on accreditations and renewals,
see page 10.
With a focus on analysing real-life business case studies, and
working on ‘live’ projects, you’ll have the chance to develop your
own expertise and innovation to provide solutions as to how to
connect customers, products, services and brands.

18
International Digital Marketing (top-up)

Indicative course structure

Course information Year 1 (2nd year entry):
ƒ Marketing Management
International Digital Marketing BA (Hons) top-up ƒ Consumer Behaviour
ƒ Academic English for International Business (Stage 2.1)
INT: FBLU053
ƒ Brand Management
www.coventry.ac.uk/int-digital-marketing-top-up ƒ Career Preparation
ƒ Applied Advertising and Campaign Management
ƒ Designing Online Presence
Study options:
Year 1 (3rd year entry)/Year 2 (2nd year entry):
1 year full-time (Final year entry)
ƒ International Digital Analytics
2 years full-time (2nd year entry)
ƒ Career Development
ƒ Global Marketing
Overview ƒ Enterprise and Entrepreneurship
ƒ Academic English for International Business (3.1)
The rise of digital technology has reshaped the way organisations ƒ E-CRM and Strategy
look to reach and engage with their customers and clients. By ƒ Social Media and Online Reputation
studying our International Digital Marketing (top-up) course, you
will get the opportunity to learn how international organisations are
harnessing this change.

Designed for international students, you can study the course over
one year, if you enter at Level 6, or over two years if you enter at
Level 5. During the course, there are modules dedicated to giving
you the chance to develop your English language skills, as well as
prepare you for your future career. This is something you can also
do through sessions in our DigiComm Lab, which is equipped with
industry relevant software, designed to allow you to work in an
environment that mirrors that of a digital marketing agency.

The course also features two modules (depending on entry point)

dedicated to your career preparation and development, which
cover the skills needed to secure graduate roles in the fast-paced
digital marketing industry.

Depending on the previous course you have studied, or if you are

at a partner institution of Coventry University, you will be able to
apply for either 2nd year or final year entry to this top-up course.
For more information, please visit the course page on our website.

19
 Marketing

Indicative course structure

Course information Year 1:
ƒ Employment and Academic Skills
Marketing BA (Hons) ƒ Marketing Research and Data Analysis
ƒ Marketing Principles and Practice
UCAS: N500 / INT: FBLU050
ƒ Organising for Business
www.coventry.ac.uk/ug/N500 ƒ Introduction to Digital Marketing
ƒ Introduction to Integrated Marketing Communications
ƒ Add+vantage
Study options:
Year 2:
3 years full-time
ƒ Career Preparation
4 years full-time including optional placement/study abroad year
ƒ Marketing Management
ƒ Consumer Behaviour
Overview ƒ Marketing Insight
ƒ Brand Management
Marketing plays an enormous part in everyday life – in fact, it is ƒ Digital Analytics
present in pretty much every exchange of goods and services, ƒ Add+vantage
whether buying a new pair of jeans, discovering the best coffee in Optional placement/study abroad year
town or deciding which Instagram trendsetter to follow. Final year:
ƒ Career Development
Whether you’re creatively or strategically minded, or just happen ƒ Marketing Strategy
to be a bit of both, a future career in marketing could be just right ƒ Contemporary Marketing Issues
for you. ƒ Digital and Social Media Strategy
ƒ Project
Recognised by the Chartered Institute of Marketing (CIM) Graduate ƒ Add+vantage module
Gateway scheme, our Marketing BA offers a broad foundation ƒ One of the following modules:
in marketing, with modules covering topics as diverse as market - Sustainability Marketing
research, consumer behaviour, brand management and integrated - Brand and Corporate Communications
marketing. This ever-popular course is accredited by CIM, the leading
professional marketing body, which has more than 30,000 members. Accreditations and memberships:
This course is currently accredited by the Chartered Institute of
As well as receiving the support of our Talent Team, you will study Marketing (CIM). For more details on accreditations and renewals,
modules dedicated to career development and preparation. see page 10.
Upon successful completion of this course, you should be well
prepared to go on to pursue a career in marketing or other related
disciplines, such as public relations or brand management.

20
International Marketing (top-up)

Indicative course structure

Course information Year 1: (3rd year entry):
ƒ Strategic Marketing Planning
International Marketing BA (Hons) top-up ƒ Global Marketing
ƒ English for Business part 1 and 2
INT: FBLU040
ƒ Three of the following modules:
www.coventry.ac.uk/int-marketing-top-up - Contemporary Service and Retail Marketing
- Brand and Corporate Communications
- Enterprise and Entrepreneurship
Study options:
- Globalisation in Emerging Markets
1 year full-time
- International HRM

Overview

Aimed at students from outside the UK with a business and

marketing background, this course enables you to top-up your
existing qualification to a BA degree, upon successful completion.
Studied full-time over one year, it is focused on marketing from a
strategic perspective and in an international context.

Incorporating the study of a wide variety of marketing topics, this

course aims to improve your critical thinking, problem solving and
language skills. It simultaneously offers you the opportunity to
deepen your understanding of marketing and its integration into
corporate strategy and structure.

Deliberately flexible, this course allows you to tailor the modules you
study to your interests, background or future career aspirations. It
also provides the opportunity to develop your language proficiency
pertinent to the marketing environment through the study of English
for Business (for non-native speakers).

21
 Next steps

Virtual Open Days Virtual Experience

We hold a number of Virtual Open Days throughout the year. In If you can’t make it to one of our Virtual Open Days, our
addition, you can also chat directly with one of our advisers, or Virtual Experience lets you discover the highlights of studying
ask questions to members of staff and current students on our with us. Take a virtual look around some of our facilities,
forum in The Student Room. accommodation and the city of Coventry itself.

www.coventry.ac.uk/opendays www.coventry.ac.uk/virtualtour

Flying Start How to apply

Our Flying Start scheme offers some great resources and Please check the individual course web pages listed in
experiences to meet the needs of your specific course, this brochure for detailed information about course entry
at no extra cost. requirements.

www.coventry.ac.uk/flying-start www.coventry.ac.uk/ugapplynow

If you are an International student, please visit:

www.coventry.ac.uk/international/howtoapply

Scholarships and
bursaries
If you are a truly outstanding candidate, we may be able to offer
you a Coventry University Scholarship. The faculty may also have
scholarships and bursaries available for UK students.

www.coventry.ac.uk/scholarships

If you are an International student, please visit:

www.coventry.ac.uk/cuscholarships

22
 School of Marketing and Management
“The staff here are really
good. You can always go
and see them at the end
of a lecture, and they’re
more than happy to
help you if you have any
questions.”
William Spencer
Advertising and Marketing BA (Hons)
 Coventry University

GOOD
UNIVERSITY
School of Marketing and Management GUIDE
2019
Coventry Business School
UNIVERSITY
Coventry University OF THE YEAR
Priory Street FOR STUDENT
EXPERIENCE
Coventry
CV1 5FB
T: +44 (0)24 7765 2222
E: info.fbl@coventry.ac.uk

Awarded Gold for outstanding

International Students teaching and learning 2017-20.

E: generalenquiries.io@coventry.ac.uk

/covbusinessandlaw
@covunifbl

www.coventry.ac.uk J1818-20 © Coventry University.