COURSE CURRICULUM

The MSc in Strategic and Digital Marketing offers a robust and contemporary curriculum that prepares students to excel in the fast-evolving world of marketing. The program integrates essential marketing principles with digital innovations and strategic thinking, providing a well-rounded educational experience. Core modules begin with Strategic Marketing Management, which lays the groundwork for understanding how to formulate and implement marketing strategies in diverse business environments. Research in Strategic Marketing introduces key methodologies, enabling students to investigate market trends and consumer insights with academic and professional rigour.Brand Communications in the Digital Age focuses on crafting compelling messages across various digital platforms, while Strategic Marketing Analytics teaches students how to interpret data to inform marketing decisions. Consumer Behaviour explores the psychological and social factors that influence purchasing decisions, equipping students with the knowledge to develop more targeted and effective campaigns. Digital Marketing provides a deep dive into online tools, platforms, and strategies essential for modern marketing success. Marketing and Society encourages critical reflection on the ethical, social, and cultural implications of marketing practices. International Marketing offers insight into managing global campaigns, taking into account cross-cultural differences and global market dynamics.The program culminates in a 60-credit Project, where students apply their knowledge in a comprehensive, real-world marketing scenario. This project allows them to demonstrate their ability to conduct independent research, apply strategic thinking, and offer innovative solutions to marketing challenges. The integration of academic learning with practical application ensures graduates leave with the skills, confidence, and professional insight to make an immediate impact in various roles across industries and international markets. With a curriculum designed to reflect current trends and future needs, the MSc in Strategic and Digital Marketing is ideal for those aiming to lead and innovate in the global marketing landscape.