BSc (Hons) Global 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.

Learn how digital technology can help businesses make decisions and how using data can improve business performance. You will have the opportunity to use digital transformation, business technologies and data-driven insights to assess performance across business operations. Use practical activities to identify and interpret positive, neutral and negative performance trends. Develop transferable skills in ethical decision-making, communication and management to drive sustainability, innovation an

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

Strategic marketing management is crucial for business growth and competitive advantage in a digital economy. Gain the knowledge, analytical skills and practical expertise to develop and implement effective marketing strategies that could drive customer engagement and retention. Through key marketing theories and strategic frameworks, you will examine market dynamics shaping contemporary marketing practices. Get hands-on experience in creating, evaluating and optimising digital marketing plans,

This module explores how brands create and communicate their identities through digital storytelling. You will assess brand narratives, examining how storytelling techniques influence audience engagement. Through a combination of analysis and practical application, you will evaluate the effectiveness of brand communication strategies and apply branding principles to craft digital narratives. Using a range of content formats, you will design and produce a digital storytelling campaign that aims t

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.

In this module, you will explore how data can support smarter marketing decisions and contribute to wider business strategies. You'll learn about digital measurement techniques, marketing metrics and data sources, and consider how these can be used to assess campaign effectiveness. You will also evaluate commonly used analytics tools and begin to develop your own insights aligned with business objectives. Through this, you'll build your practical and analytical skills in measuring, interpreting

This module investigates the transformative impact of AI on digital marketing and the future of work. You will examine AI-powered tools for content creation, automation and personalisation. You will explore how human creativity and AI-generated content work together and learn how marketers' roles are changing in a world shaped by AI. Ethical and regulatory considerations surrounding AI in marketing will also be discussed, preparing you to navigate and implement responsible, effective AI strategi

This module looks at how digital marketing can support sustainability by encouraging ethical consumer behaviour and making a positive impact on the environment and society. It examines the psychology behind sustainable choices, digital platforms' influence and brand responsibility. Key topics include sustainable communication, greenwashing risks and corporate accountability. Through analysis and practical applications, you will develop marketing strategies aligned with long-term sustainability g