Marketing and Communications

This course provides an in-depth examination of the strategies and practices that shape effective communication within contemporary organizations. Students will explore corporate identity, stakeholder engagement, crisis communication, and reputation management, analyzing how communication influences organizational culture and public perception. The curriculum integrates theoretical foundations with applied case studies, focusing on message design, strategic planning, and the use of digital platforms in corporate contexts. Through practical exercises and scenario-based analysis, students will develop the competencies needed to craft coherent communication strategies and support organizational leadership in complex, rapidly changing environments.

This course investigates the social forces and cultural shifts that shape emerging trends in contemporary societies. Students will analyze
how technological innovation, globalization, demographic change, and digital culture influence lifestyle transformations, consumption patterns, and collective behaviors. Key topics include social innovation, youth cultures, networked communities, and the diffusion of trends across global markets. Through interdisciplinary readings and critical discussions, students will learn to identify, interpret, and forecast societal changes, equipping them with analytical tools valuable for strategic planning, marketing, and policy development.

This course explores the strategies, platforms, and analytical methods that define modern digital marketing practices. Students will examine online consumer behavior, content creation, social media management, search engine optimization, and data-driven advertising. Emphasis is placed on integrating digital channels into cohesive marketing strategies and evaluating campaign performance through metrics and analytics. Through practical projects and case-based activities, students will acquire the skills needed to navigate the digital marketplace, design effective online campaigns, and apply emerging technologies to enhance brand visibility and engagement.

This course provides a comprehensive examination of the psychological and behavioural factors that influence consumer decision-making processes across different market contexts. Students will explore key theories in consumer psychology, including perception, motivation, learning, attitudes, and decision heuristics, as well as the cognitive and emotional drivers that shape purchasing behaviour. The course analyses how individuals and groups evaluate choices, form preferences, and respond to marketing stimuli, with particular attention to social influence, cultural factors, and situational variables. Emphasis is placed on interpreting consumer insights through both qualitative and quantitative approaches, enabling students to critically assess how behavioural patterns inform marketing strategies. Through case studies, behavioural analysis, and applied research activities, students will develop the ability to evaluate purchasing dynamics, anticipate consumer responses, and apply psychological principles to real-world marketing and communication scenarios.

This course explores the principles and practices of creative communication within the contemporary advertising industry. Students will examine concept development, storytelling techniques, persuasive messaging, and brand identity construction across multiple media formats. Emphasis is placed on creativity as a strategic tool, analyzing how visual language, narrative framing, and cultural insight shape effective campaigns. Through workshops, case studies, and project-based assignments, students will develop skills in ideation, copywriting, art direction, and integrated communication planning suitable for modern, multi-platform environments.

This course provides a comprehensive overview of event design, planning, and execution across corporate, cultural, and community contexts. Students will study logistical coordination, budgeting, risk assessment, stakeholder communication, and on-site management. Attention is given to venue selection, programming, supplier negotiation, and audience experience design. Through practical case analyses and simulated planning exercises, students will develop the organizational and strategic competencies needed to produce successful events from concept to completion, with an emphasis on professionalism, creativity, and operational efficiency.

This course examines innovative approaches
that challenge conventional marketing practices through bold ideas, immersive storytelling, and emerging digital technologies. Students will
explore the dynamics of disruptive innovation, viral communication, experiential branding, and trend forecasting. The curriculum emphasizes the role of creativity and narrative in shaping consumer engagement, as well as the impact of platforms such as social media, AI-driven tools, and interactive environments. Through hands-on projects and analysis of groundbreaking campaigns, students will learn to design forward-thinking strategies
that anticipate market shifts and resonate with contemporary audiences.

This course investigates the neuroscientific foundations of consumer decision-making and
their application in marketing research and strategy. Students will study brain mechanisms related to attention, emotion, memory, and reward, examining how these processes influence consumer preferences and brand loyalty. The curriculum covers neuroimaging techniques, biometric tools, and ethical considerations associated with studying subconscious responses. Through case studies and data interpretation exercises, students will develop the ability to evaluate neuroscientific insights and apply them to marketing communication, product design, and customer experience optimization.

This course provides an analytical overview of
the economic forces shaping global markets and international business environments. Students will examine trade dynamics, comparative advantage, financial systems, market integration, and the impact of political and technological change on global economic activity. Emphasis is placed on understanding how firms navigate opportunities and risks within interconnected economies. Through the study of economic models, policy debates, and real-world case analyses, students will develop the tools to interpret global trends, evaluate strategic decisions, and assess the broader implications of international economic transformations.

This course provides a rigorous introduction to the analytical tools and performance indicators used to evaluate marketing effectiveness. Students will examine quantitative and qualitative metrics related to brand equity, customer acquisition, engagement, retention, campaign performance, and return on investment. Emphasis is placed on data interpretation, dashboard creation, and evidence- based decision-making. Through case studies and hands-on analytical exercises, students will learn to translate complex data sets into actionable insights, enabling them to design, monitor, and optimize marketing strategies across digital and traditional channels.

This course explores the principles and practices that guide the design, delivery, and evaluation of exceptional customer experiences. Students will examine customer journey mapping, service design, touchpoint optimization, and the psychological drivers that shape satisfaction and loyalty. The curriculum emphasizes the role of data, personalization, and omnichannel strategies in building coherent and memorable experiences. Through applied projects and real-world case analyses, students will develop the skills necessary to evaluate customer interactions, manage expectations, and implement strategies that enhance value creation and long-term relational engagement.

This course offers an integrated examination
of human resources practices, organizational leadership, and crisis management strategies. Students will explore recruitment, talent development, performance evaluation, and workplace culture, alongside leadership theories and decision-making models. A key focus is placed on managing organizational crises—ranging from reputational threats to operational disruptions— through effective communication, resilience planning, and strategic leadership. Through simulations, case studies, and applied reflections, students will develop competencies in guiding teams, responding to complex challenges, and fostering organizational stability and cohesion in times of uncertainty.