COURSE CURRICULUM

The Marketing curriculum provides a comprehensive blend of marketing theory, creativity, digital innovation, and practical business experience, preparing students for careers across a wide range of industries. In the first year, students develop a strong foundation through core modules including Marketing Fundamentals, Introduction to Digital Marketing, Advertising Fundamentals, Managing the Brand, Design and Creativity for Marketers, and Business Acumen and Entrepreneurship. These modules introduce key concepts such as customer behaviour, branding, digital marketing, advertising, creativity, and entrepreneurial thinking. The Marketing Fundamentals module explores current and emerging marketing principles, emphasising how organisations achieve sustainable success by understanding customer needs, market conditions, and the external business environment while developing valuable skills in digital communication, visual presentation, business report writing, and problem-solving through coursework. In the second year, students strengthen their practical and strategic expertise through core modules including The Agency Executive, Convergent Media, Marketing Research, The Marketing Manager, and Key Account Management. The Agency Executive module enables students to work with real organisations on live marketing challenges, applying creative campaign planning, developing professional confidence, and gaining hands-on experience in client communication, teamwork, and project management. Students can also choose optional modules such as Creative Advertising, Consumer Behaviour, The Corporate IT Landscape, and Digital and Social Media to broaden their specialist knowledge. In the final year, students study the core Marketing Strategy module, which examines how organisations develop customer-focused marketing strategies, create competitive advantage, build strong brands, and respond to changing market trends through innovative thinking. Learning is enriched by guest speakers from marketing agencies and industry, ensuring students gain current professional insights. Additional optional modules include Public Relations and Social Media, Services and Experiential Marketing, Marketing Across Cultures, Content, Copywriting and Creativity, Online Community Management, Social Marketing and Society, Developing Leadership and Management, Brand Impact and Popular Culture, Ethics and Sustainability, and Independent Study. This industry-focused curriculum develops expertise in strategic marketing, branding, digital communication, market research, leadership, creativity, and business management, preparing graduates for careers in marketing, advertising, public relations, digital marketing, brand management, social media, consultancy, and corporate communications.