COURSE CURRICULUM

The taught stage of the MSc Strategic Marketing Management programme at Aston Business School is delivered across three terms and provides a structured progression from foundational marketing principles to advanced strategic application, combining academic theory with practical, industry-focused learning. In Term 1, students begin with core modules such as Consumer Behaviour, which explores how psychological theories and models explain and influence consumer decision-making through real-world case analysis and marketing research, and Principles and Practice of Marketing, which introduces the fundamentals of marketing strategy, situational analysis, planning tools and performance measurement through applied group work and experiential learning. In addition, students select one optional module, choosing from Digital Marketing, which focuses on the impact of digital technologies on consumer engagement and marketing strategy, Services Marketing Management, which applies marketing principles to service-based industries and customer satisfaction, International Marketing Management, which examines global marketing strategies and adaptation across international markets, or Entrepreneurial Marketing, which develops business planning and innovation skills in entrepreneurial contexts. In Term 2, students study IMC and Digital Strategy, which focuses on integrated marketing communications, digital engagement and campaign planning in real-world business contexts, alongside The Aston Global Advantage, a professional development module designed to enhance employability, transferable skills and career readiness. In Term 3, the programme advances to higher-level strategic thinking through Marketing Strategy, which integrates prior learning into senior-level decision-making and analysis, Strategic Brand Management, which explores brand equity, portfolio management and long-term brand development in competitive markets, and Applied Research Methods and Skills, which develops advanced research design, analytical thinking and evidence-based decision-making skills. Overall, the taught stage equips students with a strong balance of psychological, analytical and strategic marketing capabilities, preparing them for leadership roles in global marketing, brand management and business strategy.