COURSE CURRICULUM

In Year 1, the course modules are designed to provide strong insights into contemporary industry thinking and the marketing of products and services in both domestic and international environments. The curriculum focuses on key areas such as digital marketing planning, international marketing, marketing communications, and brand and innovation management, enabling students to develop a comprehensive understanding of modern marketing practice. Students learn how to design effective marketing strategies and digital communication plans that contribute directly to organisational performance and competitiveness. Alongside specialist marketing knowledge, the course is set within the wider context of contemporary management techniques, supporting the development of effective marketing leadership and decision-making skills. Core modules include Marketing Research Methods, which develops analytical and research capabilities, Marketing Leadership, focusing on leading marketing teams and strategic direction, and Marketing Innovation, which explores creativity and new product and service development. International Marketing Strategy builds strategic understanding of global markets, while Digital Marketing Communications provides in-depth knowledge of online platforms and integrated campaigns. Students may choose to complete the Marketing Project as a final option, applying their learning to a practical marketing challenge. If a placement or project year is selected, the Marketing Project module is replaced by a placement or project module, offering valuable professional experience and enhanced employability.