COURSE CURRICULUM

The Marketing and Digital Communications BA Honours is structured to provide a comprehensive and practical understanding of marketing, digital strategies, and consumer engagement across three years. In Year 1, students build a strong foundation with compulsory modules in data and digital technologies, financial performance management, management in the global environment, and marketing theory and practice. This stage focuses on core business and marketing principles, developing analytical skills and an understanding of how digital technologies support marketing activities. In Year 2, the course deepens students’ knowledge with modules in consumer behaviour and socially responsible consumption, customer experience management, marketing and digital strategy, and marketing research and insight. These modules combine theoretical and applied learning to develop skills in analysing consumer behaviour, designing strategies, and evaluating marketing performance. In Year 3, students consolidate their expertise through compulsory modules in branding and marketing communications and a marketing consultancy project, providing hands-on experience in solving real-world business challenges. A wide range of optional modules allows students to specialise in areas such as creativity and innovation in marketing, digital campaign planning, global brands and cross-cultural marketing, project management, digital marketing essentials for startups, or a work internship. Overall, the program blends theory, practical projects, and industry experience to equip graduates with the skills, knowledge, and confidence required for successful careers in marketing, digital communications, and brand management.