COURSE CURRICULUM

The MSc Marketing Management is a 180-credit postgraduate programme designed to develop advanced knowledge and practical skills required for successful careers in modern marketing. The course provides a strong understanding of how organisations create value, build brands, and respond to the rapidly changing business environment. Students study a range of specialist modules that explore key areas of contemporary marketing, including integrated marketing communications in a digital world, where they learn to develop effective communication strategies across multiple digital and traditional platforms. The Marketing Metrics module focuses on measuring marketing performance, analysing data, and making evidence-based decisions to improve business outcomes. Consumer Behaviour in the Modern Era examines the factors that influence customer decisions, helping students understand changing consumer expectations and purchasing patterns. Strategic Brand Management develops the ability to create, position, and manage strong brands that achieve long-term competitive advantage. The Services Marketing and User Experience module emphasises delivering high-quality customer experiences through effective service design and customer-focused strategies. Students also investigate Contemporary Marketing Challenges, exploring emerging trends, global issues, ethical considerations, sustainability, and technological developments that affect modern marketing practice. To strengthen research and analytical abilities, the programme includes an Independent Study: Research Methods module, which prepares students to design, conduct, and evaluate academic and business research using appropriate qualitative and quantitative methods. These skills are then applied in the Independent Study: Dissertation, where students complete an original research project on a marketing topic of their choice, demonstrating critical thinking, problem-solving, and independent learning. The programme awards an MSc Marketing Management upon successful completion of all 180 credits. Students who exit the programme early may receive a Postgraduate Certificate after completing 60 credits or a Postgraduate Diploma after completing 120 credits. Overall, the course equips graduates with strategic marketing expertise, research capabilities, analytical skills, and practical knowledge needed to succeed in diverse marketing roles across national and international organisations.