COURSE CURRICULUM

This course offers a comprehensive exploration of strategic and digital marketing practices, preparing you for leadership roles in an evolving digital landscape. You'll begin with Strategic Marketing, where you’ll examine tools such as brand positioning and market analysis to support competitive advantage. In Digital Strategy, you'll explore models and platforms driving contemporary digital marketing, including social media and consumer-generated content.The Digital Customer Journey module will equip you with the skills to manage digital channels from an omnichannel perspective, analysing customer touchpoints, data, and legal considerations. Social Media Marketing & Management deepens your practical understanding of social platforms and strategic planning across four core zones: community, publishing, entertainment, and commerce.In Strategic Brand Management, you'll investigate branding in competitive and global contexts, learning how to build and maintain consumer-brand relationships. Marketing Metrics introduces you to the critical role of data and measurement techniques in strategic marketing decisions.Finally, you’ll complete a Marketing Project, with the choice of an academic or applied route. You can either conduct traditional research grounded in marketing theory or undertake a consultancy-style project focused on solving a real business problem. This integrated and flexible structure allows you to develop expertise in both strategic thinking and data-informed decision-making across digital and traditional marketing contexts.