COURSE CURRICULUM

The program is designed to provide students with a comprehensive understanding of marketing, digital marketing, and branding, with a strong emphasis on creativity, strategic decision-making, and practical experience. The Practitioner Perspectives module (15 credits) offers students a unique opportunity to gain a broad perspective on the marketing field through an off-campus residential program, where they will interact with various organizations, gaining cutting-edge insights into current marketing challenges. The Research Project (60 credits) is the culmination of the program, allowing students to integrate the knowledge and skills they have acquired. Students will propose, design, conduct, and analyze their research with the support of an individual supervisor, ensuring that the project adheres to ethical standards.Creativity and Innovation in Digital Marketing (15 credits) focuses on the role of creativity and innovation in engaging consumers, with students learning how to apply these concepts across various aspects of digital marketing. The Digital Marketing module (15 credits) critically examines live digital marketing strategies, with students producing a coherent and evidence-based strategy while considering the impact of social media, customer journey management, and search behavior. Branding in the Digital Age (15 credits) delves into brand storytelling, influencers, and the creation of brand value in today’s globalized digital era.The Marketing for Social Change module (15 credits) addresses the evolving role of brands in the context of sustainability and ethical consumption, exploring how brands engage consumers to remain relevant. Marketing Communications (15 credits) introduces students to models of persuasion and engagement for brand communication strategies, with a hands-on approach through collaboration with a leading London advertising agency. Strategic Marketing Decisions (15 credits) equips students with tools for developing sustainable marketing strategies in volatile markets, while the Consumer Psychology module (15 credits) explores the factors influencing consumer behavior, providing crucial insights for crafting effective marketing strategies.