COURSE CURRICULUM

This marketing course is designed to equip students with a comprehensive and responsible approach to global marketing, grounded in sustainability, ethics, and innovation. The program begins with “Marketing for Sustainable Growth,” where students explore how to align marketing strategies with environmental and social responsibility. Through real-world client collaborations, students are challenged to use digital tools to meet customer needs while promoting inclusivity and sustainability. “Marketing Practice in a Connected World” builds on this by honing practical and strategic skills, such as leadership, financial literacy, and cross-cultural stakeholder management. Students also engage in opportunities like CIM: The Pitch, competing with peers to design campaigns for actual businesses, enhancing both creative and professional capabilities. “One Planet Marketing” delves deeper into international marketing, highlighting the nuances of operating across borders. Students learn to adapt strategies for different cultural contexts while addressing ethical concerns in the global marketplace. This module encourages critical thinking around global brand building and the long-term implications of marketing decisions on people and the planet. The course further develops project execution skills through “Leading Global Marketing Projects,” introducing project management tools and commercial software like Microsoft Project. Students gain practical experience while also understanding leadership theory in a global business context, preparing them to lead diverse, international teams. Finally, the “Postgraduate Project” serves as the course’s capstone, allowing students to synthesize their learning through a substantial research-based dissertation, consultancy project, or business plan. This independent project tests students' abilities to research, critically evaluate literature and data, and present meaningful conclusions and recommendations relevant to real-world business challenges. Altogether, this course prepares graduates to lead with a responsible, forward-thinking mindset in the dynamic and globally interconnected world of marketing.