COURSE CURRICULUM

The Marketing program offers a comprehensive structure that equips students with essential skills for modern marketing practice. The first module, Contemporary Marketing Practice, introduces foundational marketing concepts and tools currently used by professionals, with a focus on digital technology’s impact on marketing. The second module, Strategic Brand Management, combines theoretical and practical approaches to branding, examining branding theory, practices, and innovations across different market sectors, and highlighting the importance of brand equity in organizational strategy. In Integrated Marketing Communications, students learn how to design fully integrated communication strategies. The module explores how messages are processed by target audiences and the stages required to plan a successful campaign, allowing students to take on roles as communication agency executives.The Digital Marketing Strategy module introduces students to the technology behind digital marketing and strategic decisions companies make in digital platforms. Alternatively, students can choose Consumer Experience and Behaviour, which focuses on understanding consumer motivations, behaviors, and preferences to enhance customer loyalty and create long-term relationships.In the final part of the program, students choose between two options: Marketing Dissertation or Marketing Consultancy Project. The Marketing Dissertation allows students to undertake independent research on a marketing topic of their choice, fostering time management and research skills. On the other hand, the Marketing Consultancy Project offers students an opportunity to work on a real-world business challenge, producing a detailed 10,000-word report and presentation, gaining hands-on consultancy experience. Both options provide valuable insights into practical marketing, with the Consultancy Project offering direct commercial experience.