Course Curriculum

This program is structured across four semesters to progressively build strong theoretical knowledge and practical capability in marketing. In Semester 1, the focus is on core marketing fundamentals, where students learn how to acquire and retain the right customers through an understanding of consumer behaviour, market research, market segmentation, targeting, positioning, and customer relationship management. This foundation is supported by the study of Marketing Fundamentals alongside two general postgraduate electives, allowing students to broaden their skill sets and tailor their learning to specific interests. Semester 2 develops an integrated and systematic understanding of market-driven business strategies and decision-making, with a focus on market research, consumer behaviour, product and brand management, and promotional design through subjects including Market Research, Consumer Experiences and Behaviours, and Integrated Marketing Communications. In Semester 3, students gain advanced knowledge in marketing analytics and its critical role in supporting effective marketing strategy, while also learning to analyse, design, and implement market-driven strategies that create value for customers and stakeholders. This semester includes Marketing Analytics, Strategic Marketing, and a subject selected from the Statistics options. In the final Semester 4, students develop a comprehensive understanding of both the theory and practice of digital marketing, completing Digital Marketing for Customer Engagement alongside two postgraduate electives, providing the flexibility to specialise further and consolidate advanced marketing expertise.