COURSE CURRICULUM

The MSc in Marketing program is structured to provide a comprehensive and practical understanding of contemporary marketing theories and practices, preparing students for the complexities of the modern marketing landscape. The Strategic Marketing Management module focuses on building strategic thinking skills and offers a hands-on approach to developing marketing plans using real-world case studies and simulations. Consumers, Markets and Cultures explores the intersection of consumption, culture, and market dynamics through an interdisciplinary lens, incorporating insights from sociology, anthropology, and economics to understand consumer behavior in depth. The Research Methods for Business module equips students with essential research skills, including qualitative and quantitative methods, and applies these through live company projects and proposals for the final dissertation. The Digital, Social Media and Influencer Marketing module introduces students to theoretical and practical aspects of modern digital marketing strategies, with access to industry-standard software and labs for campaign development. The Mental Wealth: Marketing Consultancy Project provides a real or simulated business scenario where students develop a complete marketing plan, enhancing their consultancy, research, and planning skills while fostering employability through self-reflection and practical application. Finally, the Postgraduate Marketing Dissertation offers students the opportunity to carry out an in-depth research project under academic supervision. Students can choose from an academic, case study-based, or managerial problem-solving approach for their dissertation, which is built on the research proposal developed earlier in the program. Throughout the course, students gain both a strong theoretical foundation and hands-on experience through live projects, critical reflection, and exposure to the latest industry tools and trends, ensuring they are well-prepared for diverse roles in the marketing profession.