COURSE CURRICULUM

The MSc Marketing Management program is structured through block teaching and provides comprehensive exposure to both foundational and advanced marketing concepts. Block 1, Contemporary Marketing Practice, equips students with an essential understanding of core marketing principles and the tools used in today’s commercial environment, with emphasis on how digital transformation continues to shape modern marketing approaches. Block 2, Strategic Brand Management, advances this knowledge by examining current branding theories and innovations, providing insight into brand equity and its critical role in influencing organisational strategy. Block 3, Integrated Marketing Communications, focuses on how communication messages are perceived by target audiences and guides students through the practical development of integrated campaigns. Through simulated agency roles, students learn to design and defend strategic communication solutions using contemporary marketing practices. Block 4 offers a choice between Digital Marketing Strategy and Consumer Experience and Behaviour. The Digital Marketing Strategy option introduces students to major digital marketing technologies, platforms and strategic decision-making approaches relevant to varied sectors, while the Consumer Experience and Behaviour option allows students to delve deeper into customer motivations, purchasing preferences and behavioural insights that enable organisations to maintain competitive value and loyalty. In Blocks 5 and 6, students choose between a Marketing Dissertation or a Marketing Consultancy Project. The dissertation pathway enables independent research development on a chosen marketing topic and fosters academic investigation, critical analysis and structured project management. Alternatively, the consultancy project provides a live business experience, requiring students to deliver research-based solutions to real organisational challenges through a professional report and recorded presentation. This pathway strengthens employability by granting direct industry exposure while allowing students to apply theoretical learning in real commercial contexts. Collectively, the module structure enhances strategic thinking, digital competence and leadership abilities in contemporary marketing practice.