COURSE CURRICULUM

In the first year of study, you will be introduced to the core principles of marketing, communications, and digital technology in business. The Marketing Essentials module provides foundational insight into the marketing profession, teaching you key theories, concepts, and the application of the marketing mix to enhance customer satisfaction. In Applied Marketing, PR & Communications Practice, you will explore real-life examples of how marketing, PR, advertising, and digital media function in a business environment, focusing on practical tasks and the development of effective tactics to achieve organisational objectives. The Communications Toolkit builds your ability to communicate effectively across traditional and digital platforms, equipping you with the skills to create professional media kits and development plans. This is complemented by the AI & Marketing module, where you’ll explore how artificial intelligence is shaping the future of marketing. You’ll gain hands-on experience with AI tools and examine case studies that highlight their application in marketing, PR, and advertising. In the second year, the focus shifts toward more specialised areas, starting with Principles of Advertising, where you learn how advertising campaigns are developed and managed, including ethical and industry considerations. Campaign Planning deepens your understanding of the customer journey and helps you create integrated marketing campaigns tailored to a dynamic market. Integrated Brand Communications builds your branding expertise and the importance of branding in overall communications strategies. Meanwhile, the Creativity module challenges you to think imaginatively and strategically, providing the tools to develop engaging advertising content and build your creative portfolio. In your final year, you will develop a high-level strategic mindset through Marketing & Digital Strategy, where you’ll assess market conditions and propose innovative solutions. Advertising Strategy explores how strategic advertising planning supports corporate goals, while the Media Planning Project strengthens your ability to create comprehensive media plans across paid, earned, and owned platforms, preparing you for leadership in advertising and marketing.