COURSE CURRICULUM

The MSc Marketing program is structured to provide students with a strong foundation in marketing theory while developing advanced practical skills for today’s dynamic business environment. In Semester 1, students take compulsory modules that cover the essentials of the field. Marketing in the Organisation introduces the role of marketing in business strategy, while Customer Insights explores consumer behaviour and market research techniques. Brand Management develops an understanding of how to build and sustain strong brands, and Research Methods and Metrics for Marketing equips students with analytical tools to evaluate marketing effectiveness. Responsible Marketing is also introduced, highlighting the importance of ethical and sustainable practices in shaping modern marketing strategies. Semester 2 builds on these foundations with further compulsory modules, including Digital Marketing, which addresses online platforms and tools, Marketing Communications, which focuses on engaging audiences effectively, and Strategic Marketing in a Changing World, which examines long-term planning in dynamic markets. Responsible Marketing continues in this semester, reinforcing ethical decision-making. Students also have the flexibility to choose one optional module from areas such as Small Business and Entrepreneurship, Global Marketing, or Public Relations, allowing them to tailor the program to their career interests. This curriculum ensures both depth and flexibility in marketing education.