COURSE CURRICULUM

In the first year of the MSc program, students will explore a wide range of topics that provide in-depth knowledge and skills crucial for marketing and management. The MSc Dissertation (MAL7501-E) offers the opportunity for students to carry out a self-directed project on a management issue, building upon knowledge from earlier modules, and applying project management skills to develop evidence-based solutions. The International Marketing module (MAR7504-A) focuses on key international marketing principles, providing students with analytical and decision-making skills in a global context. Marketing Planning and Strategy (MAR7501-B) critically evaluates marketing concepts and their applications, helping students to assess marketing dilemmas and relate past practices to modern theoretical frameworks. The Strategic Brand Management module (MAR7514-B) delves into the principles of brand management, exploring the differences in brand strategies for products versus organizations. The Consumer Behaviour and Insights in the Digital Age module (MAR7510-B) examines how digital technologies influence consumer behavior and decision-making, emphasizing the importance of consumer insights, particularly through social media. The Digital Business and Marketing Strategy Simulation (MAR7512-A) provides a hands-on approach to understanding digital business models and marketing strategies, integrating physical and digital resources to enhance customer experiences and disrupt traditional business practices. Lastly, the Service Marketing module (MAR7515-B) evaluates the unique challenges of marketing within service organizations, equipping students with the tools to apply marketing principles to service delivery. These modules are designed to provide a comprehensive understanding of marketing and strategy in both traditional and digital contexts, preparing students for leadership roles in marketing and business management.