This module is the foundation of the programme. You’ll work with digital customer journeys, experiential marketing and service ecosystems to design consumer-centric strategies, and learn to plan integrated, multichannel campaigns that drive measurable engagement in complex digital environments. 

We take a deep dive into the psychology behind consumer decisions in this module. You’ll examine how social, cultural and technological forces shape consumer–brand interactions and apply behavioural insight to make marketing more effective and more responsible. 

This is the hands-on and practical part. You’ll master audience segmentation, bid strategies and campaign optimisation using Google Ads, Meta Ads and programmatic advertising tools, and learn to measure and improve performance against real business objectives and compliance standards. 

A forward-looking module on the technologies reshaping marketing. Through case studies and campaign development, you’ll explore how AI, blockchain, IoT, AR/VR and Web3 are changing strategy and consumer behaviour, and design future-proof campaigns that respect privacy and consumer expectations 

We explore how to turn data into decisions. You’ll build expertise in A/B testing, customer-lifetime-value modelling and performance optimisation, while critically evaluating data privacy, algorithmic bias and governance to keep your analytics ethical and compliant.

This module give you a creative problem-solving toolkit. You’ll learn how businesses use design thinking to tackle complex, novel challenges, exploring its links to business design, sustainability, ethical design and branding, and applying specialist tools to real commercial problems. 

At the end of this module you will build your research capability. You’ll engage with the philosophy and ethics of sound research, critique methodologies, and run a real-world business research project — culminating in the design and presentation of a research report. This module also strengthens your readiness for further study at Master’s level. 

Design social-impact campaigns that use storytelling, advocacy and behavioural insight to drive meaningful behaviour change. 

 Research market segments, audit and improve a real organisation’s brand identity, and design and present a rebranding strategy while leading a team.

 Develop market-entry and cross-cultural strategies for organisations expanding internationally, weighing technology, risk and global market conditions.