COURSE CURRICULUM

Strategic Marketing focuses on how organisations create value through effective positioning, brand development and long-term planning, helping students understand how to design strategies that respond to competitive markets and evolving customer needs. Marketing Analytics builds the ability to collect, interpret and use data to make informed marketing decisions, teaching students how insights from metrics, performance indicators and digital tools can shape campaigns, improve targeting and enhance results. Global and Digital Consumer explores how consumer behaviour is influenced by culture, technology, social trends and online environments, enabling students to understand motivations, expectations and decision-making processes across diverse international audiences. Digital Marketing Practice provides hands-on experience in applying digital tools, platforms and techniques to real marketing activities, focusing on campaign planning, digital communication, content creation and evaluating outcomes in professional contexts. The Capstone Live Project brings these learning areas together through a practical, industry-focused challenge where students apply strategic thinking, analytical skills and creative problem-solving to address real business issues. Collectively, these modules develop strong strategic capability, digital expertise and analytical confidence, preparing students to design effective marketing strategies, understand global consumer behaviour, leverage data intelligently and operate successfully in modern, technology-driven marketing environments.