MSc Marketing

Module 1: International Marketing (30 credits)

• Strategic marketing planning and implementation in global contexts
• International market entry and cross-cultural consumer behaviour
• Standardisation versus adaptation in international brand stewardship
• Geopolitical influence on global marketing strategy
• Digitalisation, ethics, and sustainability in international marketing

Module 2: Marketing in the Digital Age (30 credits)

• Dynamic digital marketing ecosystems and emerging technologies
• SEO, SEM, social media platforms, and influencer marketing
• Ethical content curation and omni-channel strategy
• Data-led storytelling and integrated brand experiences
• Campaign planning and performance measurement

Module 3: Customer Experience and Data Driven Marketing (30 credits)

• CRM systems, customer journey mapping, and predictive analytics
• Data collection, performance metrics, and ethical frameworks (incl. GDPR)
• UX/CX strategy transformation through actionable insight
• Content strategy, automation workflows, and personalisation
• Building customer loyalty in competitive digital environments

Module 4: Search and Social Media Marketing (30 credits)

• Digital campaign planning and integrated marketing communications
• Keyword research, analytics, and message optimisation
• Branding strategies across digital platforms
• Legal implications of digital promotion and risk management
• Promoting, engaging, and measuring digital marketing experiences

Module 5: International Dissertation (60 credits)

• Independent, business-focused research or consultancy project
• Application of marketing theory to a contemporary strategic challenge
• Synthesis of brand, digital, CX, and analytics knowledge from the programme
• Research methods, critical thinking, and evidence-based decision-making
• Final dissertation demonstrating academic rigour and practical relevance