COURSE CURRICULUM

This Marketing programme is designed to develop students’ knowledge of business management, consumer behaviour, digital marketing, and strategic decision-making while preparing them for careers in the rapidly evolving global marketing industry. In the first year, students build a strong foundation in core business disciplines through modules such as Principles of Responsible Management and Practice, which introduces ethical and sustainable business principles, and Principles and Practice of International Business, which explores how organisations operate in global markets. People, Work and Organisations/Work in Context develops an understanding of workplace behaviour, organisational structures, and human resource management, while Finance and Accounting for Managers provides essential financial knowledge for business decision-making. Foundations of Marketing introduces key marketing concepts, customer value creation, and market analysis, and Fundamentals of Artificial Intelligence and Data Analytics explores the growing role of AI technologies and data-driven decision-making in modern business environments. During the second year, students strengthen their marketing expertise through Consumer Behaviour and Digital Insights, which examines customer decision-making and market research, alongside Entrepreneurship and Employability, which develops entrepreneurial thinking and career-ready professional skills. Marketing in Digital Transformation focuses on digital innovation and changing marketing practices, while Digital and Social Media Marketing explores online marketing strategies across digital platforms. Integrated Marketing Communications teaches students how to develop coordinated promotional campaigns across multiple channels. Students can further personalise their studies by choosing optional modules including Entrepreneurship, Creativity and Innovation, Business Law and Ethics, Consultancy Skills and Practice, or Strategic Management. In the final year, students apply their learning through a Final Year Business Project involving independent research and practical business analysis. Core modules such as Digital Campaign Planning and Content Management, Product and Corporate Brand Management, and Interactive Services Marketing develop advanced expertise in digital campaign design, branding strategies, customer engagement, and online marketing services. Additional optional modules including Business Ethics and Social Responsibility, Cross Cultural Management, Innovation in Logistics and Supply Chain Management, and Multinationals in Emerging Economies allow students to broaden their understanding of international business challenges. Overall, the programme equips graduates with strong analytical, creative, digital, and strategic marketing skills for careers in marketing management, branding, digital marketing, market research, consultancy, business development, and international commerce.