COURSE CURRICULUM

The MSc in Marketing Management covers a comprehensive set of core and optional modules designed to develop both theoretical knowledge and practical skills in marketing. Core modules include Customer Insight, which explores buyer behavior, motivations, and decision-making processes, enabling students to critically evaluate consumer and business purchasing patterns. Digital Marketing Strategy focuses on strategic decision-making in a dynamic digital environment, helping students understand how marketing builds and sustains competitive advantage. Introduction to Marketing provides foundational knowledge of marketing’s role within organizations and the influence of macro and micro environmental factors. Marketing Communications and Media Management examines advertising, public relations, sponsorship, direct marketing, and digital media, with an emphasis on evaluating communication effectiveness. Measuring Marketing Effectiveness develops skills to assess marketing performance and accountability, while Research Methods for Marketing introduces the research process and practical applications in solving marketing problems. Optional modules allow students to tailor their learning, including Digital Analytics, which studies online customer behavior and campaign evaluation, and the Dissertation or Marketing Practice-based Project, enabling independent, in-depth research. Additional options include Services Marketing, which addresses the unique challenges of the service sector, and Strategic Branding and Luxury Marketing, focusing on brand strategy and global competitiveness. Together, these modules equip students with the knowledge and skills to succeed in modern marketing roles.