COURSE CURRICULUM

The MSc Marketing is a comprehensive postgraduate programme designed to equip students with a strong foundation in marketing theory, strategic thinking, and practical application across a wide range of contemporary business contexts. It begins with core modules that introduce essential marketing principles and frameworks, starting with Principles of Marketing, which develops an understanding of key concepts, models, and functions that underpin marketing activity in both national and international organisations. Understanding the Customer Experience focuses on consumer behaviour across the full journey of consumption, exploring how social, cultural, psychological, and digital influences shape purchasing decisions, brand loyalty, and customer satisfaction. Strategic Global Marketing builds on this by teaching students how to analyse organisational positioning and develop effective marketing strategies in a rapidly changing global environment using established planning tools and frameworks. Alongside these, Professional Practice supports personal and career development by helping students reflect on their strengths, improve employability, and engage in mentoring, workshops, and experiential learning activities designed to build professional confidence. In the next stage of the programme, students study more applied and specialist modules, including Marketing Management, which explores segmentation, targeting, positioning, integrated marketing communications, and the integration of marketing within wider business functions. Creativity in Product Innovation focuses on new product development, innovation processes, and the strategic challenges of bringing ideas to market, often incorporating collaborative international learning experiences. Contemporary Perspectives in Customer Engagement examines evolving theories of customer relationships and engagement in modern marketing contexts, while Customer Insight through Marketing Research develops critical skills in data collection, analysis, and interpretation to support evidence-based decision-making. In the final semester, students complete a 40-credit experiential project, choosing between a Consultancy Experience Project or a Business Research Project. The consultancy option involves working with real organisations to deliver research-based solutions and professional recommendations, while the business research route focuses on independent academic study and is particularly suited to those aiming for further research or PhD study. Overall, the programme combines academic depth with practical experience, preparing graduates for diverse roles in global marketing, consultancy, and strategic business environments.