COURSE CURRICULUM

The MSc Advertising and Marketing Communications programme provides a strong foundation in modern marketing theory and practice through a focused set of industry-relevant modules. The Principles of Marketing module introduces the core concepts, frameworks, and strategies that underpin successful marketing activities, helping students understand how organisations identify, attract, and retain customers in competitive markets. Through Understanding the Customer Experience, students explore consumer behaviour, customer journeys, and the factors that influence purchasing decisions, enabling them to create meaningful and engaging interactions that enhance customer satisfaction and loyalty. The Strategic Global Marketing module examines marketing within an international context, focusing on the development and implementation of marketing strategies across diverse global markets. Students learn how organisations adapt to cultural, economic, technological, and competitive factors while building strong brands and achieving sustainable growth. The Professional Practice module supports students in applying their academic learning to real-world business environments by developing practical skills in communication, problem-solving, project management, and professional decision-making. Together, these modules provide a balanced combination of theoretical knowledge and practical expertise, enabling students to understand customer needs, develop effective marketing strategies, and operate successfully in dynamic business environments. The programme equips graduates with the strategic, analytical, and professional skills required for careers in advertising, marketing communications, brand management, public relations, digital marketing, consultancy, and a wide range of marketing-related roles across different industries.