BA (Hons) International Fashion Management and Marketing Bachelor's degree at Coventry University

Learn about the economic environment in which businesses operate, providing a fundamental understanding of economic systems and principles. Explore how resources are allocated in a market economy, and examine different market structures and their impact on businesses and consumers, and assess the role of government in economic decision-making. Learn about key economic issues, including inflation, unemployment and economic growth, as well as the influence of the international economy.

Gain a comprehensive understanding of the global business environment, including the economic, political, cultural and legal factors that influence international business operations. Learn the skills and knowledge needed to understand and manage the challenges of doing business in different countries.

Learn about fundamental marketing concepts, including consumer behaviour, the marketing mix and branding. Explore the role of digital media channels and technologies in developing effective communication strategies. Gain essential market research skills to analyse consumer needs and inform marketing decision-making in a competitive business environment.

Explore the foundations of the fashion industry, including market dynamics, fashion cycles and different business models. Examine key historical moments in fashion and their influence on today's trends. You'll also analyse consumer behaviour and take part in discussions on current debates shaping the future of fashion.

Engage in the principles of academic research within your chosen field and identify key research topics, develop research aims and present a research strategy. Develop skills such as data analysis, problem-solving and decision-making, while also reflecting on the research process, and communicate key findings to your audience.

Explore the psychology of digital consumer behaviour and the digital footprint of consumers, including how online decision-making differs from traditional consumer behaviour. Analyse digital touchpoints, customer journeys and the role of big data in consumer insights. Key areas include trend forecasting, ethical considerations and privacy challenges in digital marketing. You will have the opportunity to learn how to assess the implications of big data and ethical challenges in shaping marketing

Explore how sustainability shapes today's fashion supply chains. This module looks at product development, ethical sourcing and supply chain strategies, linking them to UN Sustainable Development Goals (SDGs). You'll assess real-world sustainability practices and learn how to propose solutions to environmental, social and economic challenges in the industry. Topics include sustainable sourcing, product lifecycle management and global supply chain optimisation, supported by case studies and i

Learn how to create compelling fashion campaigns that connect with audiences. This module focuses on storytelling techniques used to build brand identity and communicate messages in a clear, engaging and ethical way. You'll explore campaign planning, creative direction and multimedia production, while also considering sustainability and inclusivity in fashion marketing. Practical tasks and industry examples help you apply what you've learned to real-world projects.

This module provides you with an opportunity to reflect upon and gain experience for an approved placement undertaken during your programme. A placement should usually be at least 26 weeks or equivalent; however, each placement will be considered on its own merits, having regard to the ability to achieve the learning outcomes.

This module provides you with an opportunity to reflect upon and gain experience for an approved international study/work placement undertaken during your programme. A work/study placement should usually be at least 26 weeks or equivalent; however, each placement will be considered on its own merits, having regard to the ability to achieve the learning outcomes.

Apply discipline-specific knowledge gained from previous studies to a structured project that tackles real-world business challenges. Through applied or business-focused research, you will develop a professional report that demonstrates analytical depth and practical insight. This module aims to enhance your critical thinking, strategic decision-making and professional communication skills and help you prepare for your career.

Develop your understanding of how fashion brands are built, positioned and managed in competitive markets. This module explores brand strategy, consumer behaviour, and market trends, helping you analyse how brands communicate and grow. You'll learn how to use data and insight to support brand development and understand concepts such as brand equity, storytelling and competitive positioning.

Look ahead to the future of fashion and explore what it takes to launch or grow a fashion business. This module focuses on innovation and entrepreneurship, helping you evaluate new technologies, shifting consumer behaviours and emerging trends. Learn how to build strategic business models, apply creative problem-solving and develop sustainable growth strategies in a fast-changing industry.

Explore how fashion brands create memorable experiences to engage their audiences. This module introduces you to experiential marketing and how it can influence consumer behaviour, build loyalty and offer value beyond traditional advertising. You'll study real-world campaigns, apply theory to practice, and learn how to design immersive brand experiences tailored to specific audiences and fashion markets.