COURSE CURRICULUM

The MA in Marketing, Advertising and Public Relations modules provide an integrated and strategic understanding of modern marketing communications, branding, advertising, public relations, digital marketing, innovation, and event management. Strategic Marketing develops students’ understanding of marketing principles and strategic decision-making, while Advertising and Sales Promotion Management focuses on integrated marketing communications, advertising, sales promotion, recent industry developments, and their management implications. Digital Marketing Communications explores how emerging technologies, mobile devices, social media, internet tools, and multimedia technologies are transforming marketing communication and customer behaviour. Public Relations Strategies develops skills in communication, research, analysis, strategic thinking, crisis management, rapid response, and business ethics, while examining PR through perspectives from management, marketing, psychology, economics, and negotiation. Strategic Brand Management focuses on building, measuring, and managing brand equity, understanding consumer perceptions, and developing strategies that strengthen brands and create new business opportunities. Project Planning and Management of Festivals and Events combines marketing and management principles with practical approaches to organizing festivals, cultural activities, sporting events, conventions, and other special events. Innovation and New Product Development develops practical decision-making and critical-thinking skills for identifying opportunities, generating and evaluating concepts, developing products or services, and successfully launching them into the market. Research Methods for Business introduces qualitative and quantitative research approaches, academic presentation and writing, research proposal development, methodology selection, and analytical skills relevant to marketing and management. The 60-credit Dissertation provides students with the opportunity to independently conduct a substantial research project by selecting a topic, developing a research question and proposal, reviewing relevant literature, recruiting participants, and collecting and analysing data. Overall, the programme combines theoretical foundations with practical and strategic applications, preparing students to understand and manage contemporary marketing activities across traditional and digital channels. It develops competencies relevant to advertising, brand management, public relations, digital communications, product innovation, event management, marketing strategy, and business research, supporting students who aim to build professional careers in the wider marketing and communications sector.