Courses

An introductory course covering core marketing principles including consumer behaviour, market segmentation, pricing, distribution, and integrated marketing communications. Students develop the analytical and strategic skills needed to evaluate marketing decisions across business and non-profit contexts.

A course examining the distinct logic of luxury marketing — from brand identity and heritage to pricing strategy, distribution, and the ethical dimensions of sustainability in the luxury sector. Students explore the global and regional luxury landscape, with particular attention to the Middle East market.

A course exploring the growing role of digital media and influencer culture in shaping modern consumer behaviour. Students examine how brands navigate the shift from traditional advertising toward creator-led, platform-driven communication strategies.

A course examining the psychological, social, and cultural factors that drive consumer decision-making and purchasing behaviour. Students analyse how individual preferences, motivations, and exposure to marketing campaigns interact to shape consumption patterns.

An introductory unit covering the key managerial functions of finance, human resource management, and marketing within private, public, and voluntary sector organisations. Students develop foundational knowledge of business structures, entrepreneurship, and organisational performance.

A course examining the strategic role of branding within organisations, covering brand identity, brand equity, and the use of offline and online media to build and sustain brand presence. Students develop the skills to analyse brand portfolios and propose digital promotional campaigns.

A practice-based course in which students work in agency-style groups to respond to a client brief, developing and presenting a full advertising campaign proposal. The unit emphasises strategic thinking, market research, creative development, and competitive pitching.

A unit developing the core competencies of academic and professional research — from defining objectives and identifying sources to critically evaluating data and presenting findings. Students gain transferable skills in both qualitative and quantitative research methodologies.