COURSE CURRICULUM

This marketing and communications course is designed to provide students with a comprehensive understanding of marketing principles, practical skills, and the tools necessary to succeed in a dynamic and evolving marketing landscape.In Year 1, the focus is on building foundational knowledge in key marketing areas. You will study the basics of marketing concepts and models, and apply them to real-world situations. Through modules such as Applied Marketing, PR & Communication Practice, you will learn to implement marketing strategies, public relations, and communication tactics. The Communications' Toolkit module will help you enhance your skills in creating media kits and professional development plans. The AI & Marketing module will introduce you to the use of artificial intelligence in marketing, equipping you with knowledge of AI tools and their future impact.In Year 2, you will expand your skills in digital marketing and campaign planning. The Web & Social Media Analytics module will develop your ability to track and analyze marketing activities using analytics tools. Campaign Planning will provide a hands-on approach to understanding consumer journeys, both online and offline, and how to develop successful campaigns. The Integrated Brand Communications module will deepen your understanding of branding, while Content Marketing will focus on the strategic importance of content in marketing plans.In the final year, you will focus on strategic marketing, digital optimization, and independent research. The Marketing & Digital Strategy module will teach you to analyze dynamic markets and develop marketing strategies to create competitive advantages. Digital Marketing Optimisation will help you evaluate the digital environment and its impact on marketing performance. Through the Individual Research Project, you will apply your learning to a chosen research topic in marketing, PR, or advertising. Mastering Digital Metrics will enhance your understanding of digital marketing metrics and their role in decision-making processes.This course prepares you for a career in marketing, digital marketing, public relations, and advertising, with a strong focus on strategic thinking, analytics, and industry practices.