Program – Master in Marketing and Communication 2019-04-11T16:55:42+02:00


The purpose of this first week is to get to grips with using the online library, the peer assessment system, and learning to structure academic research papers. Students will also receive an orientation session on thesis writing, in order to prepare for the year ahead.

All continuing masters students will take this module to prepare for their final thesis and defence, which are both at the end of this final semester. the module also contains a session on communication skills- the giving and receiving of feedback in particular – to support and enhance the open peer-assessment on the masters programmes.

  • Communication Skills
  • Professional Development

Component courses: Market Research, Consumer Behaviour, Formulating a Marketing Plan, Implementing a Marketing plan, Distribution & Commercial Networks

  • Formulate a marketing plan including marketing objectives, marketing mix, strategies, budgetary considerations and evaluation criteria.
  • Determine strategies for developing new products and services that are consistent with evolving market needs.
  • Evaluate the viability of marketing a product or service in a domestic or international market or markets.
  • Anticipate and project results of marketing activities using criteria related to budgeted sales, costs and profits.
  • Prepare and deliver a written marketing plan persuasively and accurately.
  • Apply best practice study in theories of distribution and commercial networks to select and evaluate the best approach for a product or service of your choice
  • Demonstrate how knowledge of consumer behaviour can be applied to marketing by direction application of (and reference to) consumer behaviour theory in the formulation of your marketing plan

Component courses: Brand Management, Innovation in Marketing

  • Demonstrate knowledge of the nature and processes of branding and brand management
  • Evaluate the scope of brand management activity across the overall organisational context and analyse how it relates to other business areas
  • Formulate and justify brand development decisions
  • Critically evaluate developments in marketing theory and their value to specific brands; namely experiential marketing, emotional marketing, guerilla marketing and neuro-marketing.

Component courses: MICE, CRM

  • Discuss and evaluate the importance of CRM and customer profiling to help businesses grow
  • Discuss and critically appraise both best practices and potential risks of CRM system use, with reference to a specific context of your choice
  • Discuss best practices in MICE for and analyse how to customize the exhibition experience for each generation to maximize participation and engagement
  • Describe the leading trends of the MICE industry and evaluate a company can adjust their Communication Plan to fit these new challenges

Component Courses: Negotiation skills, Presentation skills, Conflict resolution

  • Demonstrate an applied understanding of the critical success factors for effective verbal and nonverbal communication in the context of public speaking
  • Analyze and understand the key practical and theoretical concepts of managing and resolving conflicts
  • Analytically and theoretically understand the types of conflict management styles
  • Analyze and select negotiating strategies to favor your situation.
  • Demonstrate an ability to plan negotiations strategically and comprehensively

Component courses: Careers skills

  • Discover new job search strategies, tools and the hidden job market
  • Identify different networking tools and strategies to expand networking opportunities
  • Produce a targeted resume for specific positions and organizations
  • Demonstrate ability to identify and best market transferable skills
  • Produce a Linkedin Profile with effective accomplishment-based job and skill statements


Component Courses: IHRM, Cross-Cultural Management

  • critically evaluate strategic human resource management (SHRM) frameworks and concepts
  • critically examine the main arguments of best fit Vs best practice approaches to strategic human management
  • consider the interplay between human resource management, corporate culture and the resource based view of the firm
  • Identify relevant metrics in strategic human resource management and how to put HR policies into action
  • evaluate and understand how HR strategies can affect business performance, by implementation to a theoretical model of your choice
  • discuss the main theories in cross-cultural management and analyse existing research around a specific case-based example
  • Apply theories of cross cultural management to both addressing a given challenge and to self reflection on the cultural influences on your own approach to teamwork, task and communication.

Component courses: Budgeting & Controlling, Strategic Communications Management

  • Produce an Operating Budget (Pro forma Income Statement) and a corresponding Cash flow Budget for the first year of a marketing project.
  • Demonstrate an understanding of all components of operational budgets by justifying each figure in the PFIS and contextualising key decisions with valid market research
  • Demonstrate knowledge of the fundamental theories and best practices of strategic communication
  • Apply theoretical knowledge to produce a a strategic communications plan for a company of your choice

Component courses: Setting up a website-the end user experience, SEM SEO

  • Produce a detailed plan for a business website which includes positioning justification through competitor analysis, critical evaluation of information architecture and user experience
  • Demonstrate competence in the compilation of a moodboards and the selection of experience factors to justify site design and platform choice.
  • Demonstrate an understanding of SEM and SEO best practice with application to a context of your choice

Component courses: PR, Luxury Brand Management, Social Media

  • Conduct a competitor analysis to support a social media campaign
  • Analyse and evaluate content options for a given social media strategy; including timing, ROI and KPIs
  • Demonstrate an understanding of the the creative and design environment within which luxury brands operate.
  • Describe the relevant theories and practices of strategy and evaluate how they can be utilised to contribute to luxury business performance
  • Analyse the strategic role of PR in an organisation and evaluate how it can be measured
  • With reference to two brands of your choice, assess the role of PR in the relationship between brand and consumer and identify critical success factors.

Component courses: Innovation & Design thinking

  • Understand and apply the steps of design thinking methodology to a problem solving exercise of your choice
  • Identify the relationship between innovation, design thinking and entrepreneurship;
  • Recognise the value of innovation to organisations, economies and society

Component courses: Storytelling

  • Apply a range of Storytelling techniques to create compelling examples
  • Apply story structure to make presentations dynamic and increase audience buy-in

Total 45 ECTS + 15 ECTS for Final Thesis