COURSE CURRICULUM

The MSc Marketing and Brand Management is a structured postgraduate programme designed to develop strong foundations in marketing theory alongside advanced expertise in brand strategy, consumer insight, and professional practice. It begins with core modules that introduce essential principles of marketing, including key concepts, frameworks, and tools used to understand how organisations operate in both national and international markets. Students then study Understanding the Customer Experience, which explores consumer behaviour across the full journey of consumption, focusing on how social, cultural, psychological, and digital influences shape decision-making, brand loyalty, and customer satisfaction. Strategic Global Marketing builds on this by developing the ability to analyse and design marketing strategies in a global context, using established planning models to assess organisational positioning and respond to changing market environments. Alongside these academic foundations, Professional Practice supports personal and career development by helping students improve employability, reflect on strengths and weaknesses, and engage in mentoring, workshops, and experiential learning activities that prepare them for the professional world. In the specialist stage of the programme, Brand Management explores how brands are created, positioned, and managed, with a focus on brand identity, brand image, and brand equity across different sectors and organisational contexts. Brand Development focuses on the practical application of branding strategies, including design management, brand personality, positioning, and the creation of effective creative briefs that guide brand communication. Contemporary Perspectives in Customer Engagement examines evolving theories of consumer relationships and engagement in modern marketing environments, while Customer Insight through Marketing Research develops essential skills in data collection, analysis, and interpretation to support evidence-based brand decision-making. In the final stage, students complete a 40-credit experiential project, choosing between a Consultancy Experience Project, which involves working with real organisations to deliver research-based solutions and professional recommendations, or a Business Research Project, which focuses on independent academic research for those pursuing further study. Overall, the course blends academic knowledge, creative branding insight, and real-world application to prepare graduates for careers in brand management, marketing strategy, and leadership roles in global organisations.