COURSE CURRICULUM

The program is structured across four terms to provide a comprehensive and modern understanding of digital marketing in an AI-driven world. In Term 1, students develop a strong strategic foundation through advanced digital AI strategic marketing management and digital marketing communications for the AI and sustainable era, focusing on integrating technology with responsible marketing practices. Term 2 builds on this by exploring AI consumer behaviour and digital marketing analytics, along with cross-cultural management in a fragmented digital world, enabling students to understand diverse audiences and make data-driven decisions in global markets. In Term 3, the focus shifts to leadership and global strategy, with modules on project management and leadership for digital business and global marketing management and digital business, preparing students to lead teams and manage international marketing initiatives effectively. Finally, Term 4 provides practical exposure and academic depth through an internship and a dissertation, allowing students to apply their knowledge in real-world settings and conduct in-depth research on a specialised topic. Overall, the program combines strategic thinking, technological expertise, and practical experience, equipping students with the skills needed to succeed in the rapidly evolving digital marketing industry.