COURSE CURRICULUM

The Marketing and Data Analytics degree is designed to build knowledge and practical skills progressively across three years, combining marketing expertise with advanced data analysis. In the first year, students are introduced to the fundamentals of marketing, consumer behavior, digital innovation, and the basics of data analytics, while also examining the ethical implications of data use. This provides a solid foundation for further study, with opportunities to tailor learning through elective modules. In the second year, the focus shifts towards developing an analytical mindset, with modules in consumer insights, data mining, predictive analytics, and digital marketing communications. Students also explore global consumer engagement, social media marketing, and retail strategies, alongside learning to optimize channels in the data-driven age. They can further broaden their experience through electives, studying a foreign language, or gaining practical insights through work experience or study abroad opportunities. By the third year, students refine their expertise in applying marketing and analytics to real-world contexts, working on advanced topics such as customer relationship management, digital marketing strategy, sustainability marketing, luxury brand management, and new product development. The program culminates with a final major project, equipping graduates with critical, creative, and professional skills for careers in marketing and data analytics.