COURSE CURRICULUM

The Advertising and Branding programme provides students with a comprehensive understanding of modern marketing, branding, advertising, and consumer engagement while developing the strategic and creative skills required for success in the global marketplace. During the first year, students study core modules including The Global Business Environment, Academic, Personal and Professional Development, Live Management Enquiry Project, Marketing Principles, Social Media Channels, Consumer Behaviour and Analysis, Creative Skills for Marketers, and Marketing Communications. These modules introduce students to organisations as open systems interacting with multiple stakeholders while developing knowledge of consumer psychology, communication strategies, digital platforms, and creative marketing practices. The programme combines theoretical learning with practical activities, including group presentations and individual assignments, supported by 36 scheduled contact hours and 114 independent learning hours within the BM4115 module. In the second year, students develop specialist expertise through compulsory modules such as Marketing Experiences, Luxury Brand Management, Digital Marketing Fundamentals, Digital Marketing Strategy, Market Research and Analysis, Marketing Innovation Management, Public Relations, and Persuasive Advertising and Insight. Particular emphasis is placed on experiential marketing within sectors such as hospitality, tourism, events, and sport, enabling students to understand how memorable customer experiences influence brand loyalty and purchasing behaviour. Students further develop their ability to analyse markets, design campaigns, and respond to evolving consumer trends through practical assignments and independent study. In the final year, students undertake advanced modules including Capstone Business Project, Strategic Marketing, Marketing Agency, Campaign Planning, Marketing in Society, AI and Marketing, and Business-to-Business Marketing. The Capstone Business Project serves as the culmination of undergraduate study, allowing students to conduct substantial independent research on a self-selected topic while integrating theoretical knowledge with applied methodologies and professional research skills. Assessed through an 8,000-word dissertation or equivalent project alongside a presentation, the programme prepares graduates for careers in advertising, branding, public relations, digital marketing, campaign management, market research, and strategic communications across a wide range of industries and international markets.