COURSE CURRICULUM

The Marketing programme provides students with a comprehensive understanding of contemporary marketing theory and practice while preparing them for careers in marketing management, communications, and business strategy. In the first stage of study, students complete 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 operating within complex stakeholder environments while developing expertise in consumer psychology, digital communication, branding, and creative marketing techniques. Students strengthen their professional skills through projects, presentations, and applied business activities that develop communication, teamwork, and analytical abilities. In the second stage, students study compulsory modules including Creating and Delivering Operational Plans, Marketing Management, Digital Marketing Fundamentals, Market Research and Analysis, and International Marketing alongside optional modules such as Luxury Brand Management, Digital Marketing Strategy, Macromarketing, Marketing Innovation Management, Public Relations, and Persuasive Advertising and Insight. Students learn how to translate organisational objectives into effective operational plans while developing knowledge of supply chain relationships, risk management, performance measurement, market research, and international business environments. The programme also allows students to specialise in areas that match their interests and career aspirations. In the final stage, students undertake Sustainability and Globally Responsible Leadership, Capstone Business Project, and Strategic Marketing while selecting optional modules including Marketing Agency, Loyalty and Communications, Campaign Planning, Marketing in Society, AI and Marketing, Third Sector Marketing, and Business-to-Business Marketing. These modules encourage students to explore sustainability, ethical leadership, emerging technologies, and advanced marketing strategies while applying their knowledge through projects and consultancy activities. Students develop expertise in planning and delivering campaigns, managing customer relationships, and responding to changing market conditions. Overall, the programme prepares graduates for careers in marketing management, digital marketing, advertising, brand management, consultancy, market research, and business development through a combination of strategic knowledge, practical skills, and professional experience.