COURSE CURRICULUM

The MSc Marketing course structure is designed to provide students with a comprehensive understanding of modern marketing principles while developing the analytical, strategic, and professional skills required by employers in today's global business environment. The Business Project module serves as the culmination of the programme, allowing students to apply the knowledge and skills developed throughout their studies to a professional project tailored to their individual interests and career goals. Through reflective practice and independent learning, students demonstrate their ability to solve business challenges and manage projects effectively in real-world contexts. The Critical Business Inquiry module develops advanced research capabilities and equips students with the skills to investigate complex organisational issues using both qualitative and quantitative research methods. Students learn how to conduct literature reviews, design research methodologies, analyse data, and present professional recommendations that address real industry challenges. The Global Consumer Culture and Strategy module focuses on understanding consumer behaviour and the factors that influence consumer decision-making across diverse cultural and international markets. Students explore how marketers can use insights into consumer psychology and design thinking approaches to create effective marketing strategies and build stronger customer relationships. Through the Marketing Analytics in Practice module, students gain essential analytical skills required to measure, manage, and improve marketing performance. By learning how to interpret marketing data and predict future business outcomes, students develop the ability to make informed and evidence-based marketing decisions that improve organisational effectiveness. The Reimagining Sustainable Management in Global Markets module introduces students to the principles of responsible and sustainable business management within an increasingly globalised economy. Students explore the United Nations Sustainable Development Goals, environmental sustainability, international trade, globalisation, and emerging business models focused on social responsibility and ethical leadership. Overall, the programme develops graduates with expertise in strategic marketing, consumer behaviour, business research, analytics, and sustainability, preparing them for successful careers in marketing management, consultancy, business development, and international business across a wide range of industries.