COURSE CURRICULUM

Year 1 of this program focuses on key areas of marketing and management with a strong emphasis on digital strategies and their impact on modern business practices. The MSc Dissertation (MAL7501-E) encourages students to conduct an in-depth investigation of a management issue, applying knowledge from the taught modules to critically evaluate theories and models, develop evidence-based answers, and manage the project from scoping to delivery. The Digital Marketing Metrics module (MAR7509-A) covers the importance of selecting effective marketing metrics to measure the success of campaigns across both digital and traditional channels, ensuring informed decision-making in a digital world. In Marketing Communications in the Digital World (MAR7508-B), students explore the shift from traditional to digital communication tools, analyzing key concepts and ethical considerations in contemporary marketing. The Strategic Brand Management module (MAR7514-B) provides an understanding of the principles of brand management and how they are applied differently to products and organizations. Consumer Behaviour and Insights in the Digital Age (MAR7510-B) equips students with the skills to understand and influence consumer behavior in the digital age, exploring how technologies and the internet impact decision-making processes. The Digital Business and Marketing Strategy Simulation (MAR7512-A) offers a critical evaluation of how digital businesses integrate digital tools with physical resources to create customer value, disrupting traditional business models. Finally, the Digital Marketing, Campaign Planning and Analytics module (MAR7511-B) delves into strategic digital marketing, focusing on how to plan and evaluate digital campaigns, embedding digital marketing into overall business strategies. These modules collectively prepare students to navigate and lead in the rapidly evolving digital marketing landscape.