COURSE CURRICULUM

This marketing-focused master’s program offers students a comprehensive curriculum designed to provide both theoretical understanding and practical skills in strategic marketing, communications, branding, and data-driven decision-making. All students must complete key modules such as Strategic Communications, which explores how organizations manage communication across internal and external stakeholders, with emphasis on fields like public affairs and digital media. Branding offers a deep dive into brand strategy within globalized markets, emphasizing ethical and cultural perspectives. Transformational Leadership through Transversal Skills supports students in becoming adaptable professionals, capable of navigating multidisciplinary challenges. Modules like Data Analytics for International Business Decisions and Customer Insight Through Marketing Research equip students with essential quantitative and qualitative skills for understanding markets and consumer behavior. Students will also study Digital Marketing to understand customer interaction in online environments and Ethics, Responsibility and Sustainability in Marketing, which critically evaluates moral and social responsibilities at individual, company, and societal levels. Depending on their interests, students can tailor their program by choosing between a 30-credit Consultancy Project, where they apply knowledge in a real-world business environment, or a Dissertation, where they conduct a structured, theory-informed investigation into a self-selected marketing issue. Additionally, students enhance their specialization by selecting 45 credits from a range of elective modules. Those choosing from Option Set 1 may opt for Customer Relationship Management in the Digital Age, which focuses on building customer loyalty through analytics and CRM platforms, Global Strategic Marketing for international marketing strategies, and Marketing Management and Commercial Awareness, which includes simulation-based learning. Option Set 2 offers Creative Direction, where students act as creative leads on campaign projects, Advertising Campaign Management focused on teamwork and live client briefs, and Creative Content Marketing, which blends digital communication tools with strategy. Together, these elements shape a robust academic and practical foundation for careers in marketing, branding, digital strategy, and market research.