COURSE CURRICULUM

In the first year of this program, students engage in a comprehensive study of consumer insights and branding strategy, which form the foundation for understanding how to create and sustain strong brands. The curriculum includes data-driven marketing, where students learn to leverage data to inform marketing decisions and improve outcomes. Consumer behaviour is a key focus, enabling students to analyze how consumers make choices and how these insights can shape effective marketing strategies. Strategic integrated marketing communications are also covered, teaching students how to coordinate various marketing channels to deliver a consistent brand message.Students explore emerging trends in consumption, consumer technologies, and branding, gaining insight into how new developments influence customer expectations and brand strategies. Sustainability in business is introduced, highlighting the importance of responsible practices in modern marketing. Strategic brand management builds on this by teaching students how to develop and maintain brand equity in a competitive marketplace.Practical experience is a critical component of the program. Students participate in a business consulting project, providing real-world problem-solving opportunities with industry partners. A placement project offers further hands-on experience, allowing students to apply their knowledge in professional settings. Additionally, a dissertation project runs throughout the year, where students conduct original research to deepen their understanding of key marketing topics.Other modules like marketing live focus on applying marketing theories in practical scenarios, while actionable insights through research teach students how to generate meaningful data that drives business decisions. Career planning and development modules support students in preparing for successful careers, equipping them with skills to navigate the marketing and branding industry effectively. Overall, the program combines theoretical knowledge with extensive practical application to prepare students for dynamic careers in consumer insights, branding, and marketing.