COURSE CURRICULUM

The MSc Strategic Marketing provides a comprehensive program that combines core marketing theory with practical, real-world applications to prepare students for leadership roles in marketing across diverse industries. In the first semester, students develop a strong foundation in strategic marketing, sustainability marketing, services marketing, and marketing research, equipping them with essential analytical and strategic skills. These modules focus on understanding market dynamics, consumer behaviour, and the principles required to design effective marketing strategies that drive sustainable competitive advantage. In the second semester, the program expands into integrated and digital marketing communications and perspectives on consumer behaviour, reinforcing students’ ability to apply insights to multi-channel marketing strategies. Marketing research is emphasized across both semesters, enabling students to gather, analyse, and interpret data for evidence-based decision-making. Optional modules such as global strategy, marketing analytics, social media marketing, digital project development, and international retailing allow students to tailor their learning to specific areas of interest and emerging industry trends. The course culminates in a dissertation in marketing, which provides an opportunity to conduct in-depth research and demonstrate applied knowledge in a chosen topic. Overall, the program equips students with the theoretical understanding, practical skills, and analytical capabilities required to excel in strategic marketing roles and respond effectively to evolving market challenges.