COURSE CURRICULUM

The program delivers a structured progression through professional marketing, communication and digital media competencies, beginning with fundamental marketing principles and core communication theories. Students are introduced to Marketing Essentials, Advertising foundations and the dynamics of digital platforms, while also learning the ethical, regulatory and sustainability considerations that shape global communication practices. As the course advances, students explore how consumers think, behave and make purchasing decisions, enabling the development of informed insight-driven marketing solutions. Brand Strategy and Management provides expertise in positioning, identity development and brand value creation, while Digital Marketing and Media strengthens practical knowledge of online communication channels, content strategies and cross-platform engagement. Public Relations further builds confidence in managing brand reputation, responding to public issues and shaping organisational messaging. In the final stage, the curriculum integrates strategic planning with high-level creative execution through Market Analysis, communication strategy development and contemporary advertising and PR trends. Students can specialise based on career interests, selecting either Advertising and Campaign Planning to design creative, multi-channel commercial campaigns, or Social Media and Influencer Marketing to master digital influence, creator partnerships, audience analytics and brand activation in virtual spaces. The final block offers a choice between a Marketing Dissertation, allowing research into an industry-specific issue guided by academic inquiry, or a Brand Portfolio, enabling students to showcase professionally developed campaigns, strategic brand plans and creative outputs for future employers. By combining strategic decision-making, digital communication tools, consumer psychology and innovation in promotional design, the program ensures students graduate with advanced practical skills and conceptual understanding aligned with current industry expectations. This balanced and professionally oriented learning pathway prepares students for roles in digital marketing, public relations, brand management, strategic communication, media planning and integrated campaign development with the confidence to navigate evolving communication landscapes and global marketing environments.