COURSE CURRICULUM

MSc Marketing course will equip you with a broad range of knowledge and practical skills in key areas such as marketing principles, brand engagement, digital consumer behaviour, and marketing analytics. You will explore brand management concepts and theories within the global marketplace, developing a strategic approach to enhancing organisational competitiveness and applying brand strategies across diverse business and marketing contexts. The Marketing in the Digital Era unit focuses on devising digital marketing strategies, conducting online market research, and preparing integrated digital marketing plans, while developing critical awareness of how digital platforms, new business models, and social interaction contribute to business success. Alongside this, you will gain practical insight into online brand communication, digital consumer engagement, and the digital transformation of consumer behaviour. Through the Consumer Behaviour unit, you will analyse psychological, emotional, and societal influences on consumer decision-making and learn how to apply these insights to real-world marketing scenarios. Building on this foundation, you will develop the ability to translate marketing theory into actionable strategies that align with contemporary digital trends. In addition, the Strategy unit will strengthen your understanding of business environments through strategic analysis and business modelling, enabling you to assess organisational positions and implement strategic decisions. The program concludes with a Capstone unit, where you will integrate theory and practice by researching a topic relevant to your field with academic supervision.