COURSE CURRICULUM

The MSc in Marketing Communications provides a rigorous and practice-oriented curriculum designed to prepare students for advanced roles in marketing and communications. Core modules cover key areas including brand strategy, consumer psychology and research, advertising management, digital marketing and innovation, promotional, direct and relationship marketing, and public relations and reputation management. These modules equip students with a strong theoretical foundation and practical skills to analyse consumer behaviour, develop effective advertising campaigns, manage brand identity, and implement innovative digital strategies. The Integrated Marketing Communications Project allows students to synthesise learning across multiple disciplines and apply it to real-world marketing challenges, fostering strategic thinking, creativity, and problem-solving abilities. An optional module in Data Analytics for Marketing further enhances students’ capability to interpret complex data, make evidence-based decisions, and optimise marketing performance using analytical tools and insights. By combining critical theory, practical application, and data-driven decision-making, the MSc prepares graduates to succeed in a dynamic and competitive industry, including careers in brand management, advertising, digital marketing, and public relations. The program emphasises the integration of strategic planning, consumer insight, and technological innovation, enabling students to create impactful campaigns, adapt to evolving market trends, and contribute effectively to organisational growth and marketing success in a global context.