COURSE CURRICULUM

The MSc in Marketing is structured to provide students with a comprehensive understanding of contemporary marketing theory and practice through a sequence of core modules designed to develop both analytical and practical skills. The program begins with Marketing Management and Practice, which introduces students to key marketing concepts and the application of marketing strategies in various business contexts. Students then study Consumers, Brands and Digital Communications Strategy, gaining insight into consumer behaviour, brand management, and the use of digital platforms to engage audiences and communicate brand value effectively. Marketing Strategy and Innovation builds on this foundation, encouraging students to think critically about strategic marketing decisions, the development of innovative products and services, and the alignment of marketing strategies with organisational objectives. Market Intelligence, Data Analysis and Research Methods equips students with the analytical and research skills necessary to gather, interpret, and utilise marketing data for evidence-based decision-making, enabling them to understand market trends, measure performance, and optimise marketing campaigns. Collectively, these modules provide a balance of theory, strategy, and practical application, preparing students to respond to the challenges of a dynamic global marketplace. Graduates develop the skills required to pursue leadership roles in marketing, undertake independent research, and contribute strategically to business success in a variety of sectors.