Programme Content




Marketing is a core function of businesses which increasingly must be engaged with in an international context. This distinctive programme equips you with advanced knowledge and understanding of international marketing. It not only shares the principles and practices of international marketing, but also focuses on responsible marketing and management practices in a global context.  You will explore how to attract and engage customers with innovative marketing strategies and content.

UK-specific contents may not be applicable to HK students

Programme Features 

Experienced teaching staff 
You will be taught by teaching staff not only experienced in the academic field, but also with rich industry experience in roles such as Marketing Managers and Marketing Directors from organisations in the private and public sectors.

Essential skills for employment 
This internationally recognised degree blends theoretical foundations with practical knowledge and combines with business English language development, all designed to enable you to progress your international marketing career. 



Global Marketing

You will gain a wide-ranging understanding of the international marketplace and the strategic issues involved in marketing across countries and cultures.  You will explore global marketing and the differences in marketing approaches taken in different markets and cultures.

Strategic Marketing Planning

This module will enhance your knowledge of marketing principles and practices by enabling you to critically analyse and apply concepts to the marketing planning process framework. The module will enable you to design, construct and implement a marketing plan for a business, and evaluate its effectiveness through the analysis of marketing and financial data.

Brand and Corporate Communications

The focus of this module is on developing your understanding the role all aspects of corporate communications play in building and sustaining the corporate brand and organisational reputation. In a 24/7 media environment, the importance of reputation management has never been higher. You will explore the wider context in which brands operate and the myriad of stakeholders who influence and can impact on corporate reputation.

Contemporary Service and Retail Marketing

For marketing graduates who find employment in service industries, the traditional product-based models of marketing are not always useful. Services and retailing are of enormous economic significance to most developed countries. This module aims to enable you to explore the theoretical concepts surrounding services marketing and retail marketing. You will develop appropriate marketing solutions to problems using case studies and reference to contemporary services and retail issues and developments.

Globalisation and Emerging Markets

During this module you will study the strategic issues involved in doing business across countries and cultures. You will be able to recognise and evaluate the dynamics of international business, the global business environment, and the importance of emerging markets in the global world.

Academic Report Writing for Business

This module helps students of International Business to develop their English language knowledge and skills to a level where they can communicate effectively and independently. This is achieved in a context where the language is used for the study of business skills. The emphasis is on developing practical reading, writing, speaking and listening skills to support the study of business-related courses at the university.

Academic Presentations for Business

The aim of this module is to develop International Business students’ academic English and communicative skills. As well as gaining more awareness of language and vocabulary, students will also have opportunities to practise key skills for Business courses such as listening to lectures and giving presentations. The module includes tasks that focus on teamwork and foster learner autonomy.

We regularly review our course content, to make it relevant and current for the benefit of our students. For these reasons, course modules may be updated, please contact us for the latest information.


Presentations, reports and examinations, etc.




QF Level

QF Level : Level 5
QR Registration No. : 17/000515/L5 
Validity Period : 01/09/2017 - 31/08/2025


Importance of choosing a non-local top-up with QF Level 5

  • Degree qualifications pitched at QF Level 5 are formally recognised by the HKSAR Government for employment purposes within the Civil Service for graduate posts.

Further Studies
  • Having been recognised at QF Level 5, this top-up degree programme meets the standard of locally-accredited bachelor's degree programmes.  Upon graduation, students can pursue their further studies at Master’s degree level in Hong Kong or Overseas.

Financial Assistance and Scholarships
Entry Requirements

Entry Requirements

Holders of VTC Higher Diploma (HD) in relevant Marketing, Advertising, PR, Brand Management and Media Communications subjects
  • HD in Advertising and Media Communications
  • HD in Digital Marketing
  • HD in Event Marketing and Digital Promotion
  • HD in Marketing and Customer Analytics
  • HD in Retail Innovation and Management


Holders of Higher Diploma (HD) or Associate Degree (AD) or equivalent qualification in relevant Marketing, Advertising, PR, Brand Management and Media Communications subjects awarded by a recognised institution will also be considered*

* Subject to final approval by Coventry University 

English Proficiency Requirements

  • Applicants holding post-secondary qualifications (e.g. Higher Diploma, Associate Degree) taught and assessed in English from recognised institutions;


  • At least an overall IELTS score of 6.0, or equivalent.


Fees & Funding


  • Application Fee : HK$200
  • Registration Fee : HK$3,500
  • Tuition Fee : HK$71,630 by 2 instalments


A variety of attractive scholarships are available to current and graduating SHAPE students.


Financial Aids 

The following HKSAR Government financial assistance schemes are available to eligible students who pursue this programme at SHAPE:

Financial Assistance Schemes
Amount (HK$)
Non-means-tested Subsidy Scheme (NMTSS) Up to $34,390 per year 
Financial Assistance Scheme for Post-secondary Students (FASP)

 Up to $91,040
(Tuition fee grant)

Up to $8,810
(Academic expenses grant)

Up to 57,340
(Living expenses loan)


Non-means-tested Loan Scheme for Post-secondary Students (NLSPS)  Up to the annual tuition fees payable in the academic year

For details including eligibility and subsidy amount, please refer to the hyperlink of each scheme.


Career Prospects/ Further Studies

Career Prospects

Career prospects after graduating from this programme span from general business management to a wide variety of sales and marketing related job functions, such as brand management, marketing, digital marketing, advertising, PR, media planning, and sales professionals, etc., in both local and multinational companies in HK and overseas.


"Apart from gaining a solid foundation in the marketing field, the BA (Hons) International Marketing programme also allowed me to put the theory into practice in the workplace.  I am trained to be responsive to market conditions and crisis.  I highly recommended this programme to all students who aspire to become marketing professionals."

Lydia Hung
BA (Hons) International Marketing

  • Best Academic Performance Award 


Further Studies

Having been recognised at QF Level 5, this top-up degree programme meets the standard of locally-accredited bachelor's degree programmes.  Upon graduation, students can pursue their further studies at Master’s degree level in Hong Kong or Overseas.



Awards/ Campus Life

Student Awards



Leung Tsz Ying

HKSAR Government Outstanding Performance Scholarship 2021-22

Tsui On Yuet

HKSAR Government Outstanding Performance Scholarship 2020-21

Lydia Hung

Coventry University Best Academic Performance Award


Graduation Ceremony



Connect with Us


Programme Coordinator

Mr. Lester Kong 

Tel. no.

2256 7872




General Enquiries

SHAPE (Sha Tin) Office 

Tel. no.

2256 7240 



Connect with SHAPE Community

Connect with Coventry Community





Registration No. : 252719. It is a matter of discretion for individual employers to recognise any qualification to which this course may lead.