COURSE CURRICULUM

The Master of Marketing curriculum is structured to provide a comprehensive understanding of modern marketing principles while allowing students to tailor their studies to their career aspirations. The program begins with a Foundation Zone (40 credit points) that equips students from diverse academic backgrounds with essential knowledge in economics, organizational management, marketing intelligence, and marketing management. The Core Zone (80 credit points) develops advanced expertise through subjects such as applied marketing research, advanced consumer behaviour, marketing theory and practice, and strategic marketing management, enabling students to analyze consumer needs, design effective marketing strategies, and make data-driven business decisions. Students then specialize in one of three key areas—Digital Marketing, Advertising and Branding, or Strategic Marketing—to gain in-depth knowledge aligned with industry demands and professional goals. The Flexible Zone (40 credit points) provides opportunities to broaden or deepen expertise by completing a second specialization or selecting electives in areas such as digital innovation, entrepreneurship, international marketing, marketing communications, digital marketing strategy, strategic branding, social media marketing, marketing technologies, AI-driven creative marketing, customer experience management, or a business internship. This flexible and industry-focused curriculum combines theoretical foundations with practical applications, preparing graduates with the strategic, analytical, and creative skills needed to succeed in dynamic marketing roles across global industries.