COURSE CURRICULUM

This MSc program provides a comprehensive foundation in digital marketing, advertising, and research, combining academic development with practical, industry-focused learning. It begins by strengthening essential study skills and research methods, enabling students to work effectively in diverse environments, engage with feedback, and conduct ethical, independent research. A strong emphasis is placed on understanding buyer behaviour and ethics, exploring how ethical marketing decisions influence consumer choices and how shifting consumption patterns affect organisations. Students develop strategic expertise through digital marketing strategy, gaining hands-on experience in areas such as search engine optimisation, online advertising, mobile and email marketing, supported by applied projects and industry engagement. Marketing management skills are developed through real-world case studies, focusing on sustainable planning, intercultural competence, and managing marketing activities in global contexts. Advertising management builds creative and strategic abilities, teaching students how to design impactful campaigns, select appropriate media, and pitch ideas effectively within practical constraints. Customer experience strategies further enhance understanding of customer journey management, multichannel service delivery, and relationship building in digital environments. Social media marketing management prepares students for contemporary marketing roles by developing skills in content creation, influencer marketing, platform strategy, and personal branding through live projects and masterclasses. The program culminates in a dissertation, allowing students to apply their knowledge to real-world business challenges and develop advanced analytical, research, and professional skills for successful careers.