Branding and Marketing Communications MSc

The module will provide you with a broad perspective of the marketing practitioner through an intense and unique one week, off-campus residential programme. The module will allow you to understand and apply the consulting process through a blend of strategic thinking, analytical skills and expertise in communication. The Residential will provide you with a practical and applied perspective of the marketing discipline through presentations and hands-on experience with a range of organisations. These will include global brands as well as independent businesses, all providing their cutting-edge insights to current branding and marketing communication challenges. Importantly, the residential will also provide an opportunity for informal networking with fellow students, members of marketing faculty as well as marketing practitioners.

In this module, you will explore how brands create memorable experiences that build stronger connections with customers. You will learn how experiential marketing uses live events, interactive campaigns and sensory experiences to engage audiences, influence behaviour and strengthen brand loyalty. Working with real-world examples, you will examine how organisations use creative marketing strategies to stand out in a crowded media landscape. You will also gain insights from industry practitioners and agencies, helping you understand how successful experiential campaigns are planned, delivered and measured.

In this module, you will explore the psychological factors that influence consumer behaviour and decision-making. You will learn why people buy certain products and services, and how emotions, motivations, attitudes and social influences shape their choices. Using marketing theory and real-world examples, you will examine how organisations understand and segment different customer groups to create more effective marketing campaigns. By the end of the module, you will be able to apply consumer insights to develop targeted marketing strategies that build brand engagement, improve customer satisfaction and support business success.

In this module, you will learn how to measure and improve the performance of digital marketing campaigns using data and analytics. You will explore how organisations collect, interpret and use digital data to make informed marketing decisions. You will develop the skills to analyse campaign performance, identify opportunities for improvement and turn data into practical recommendations. The module will also help you build confidence in working with marketing data, evaluating its quality and presenting your findings clearly. You will also explore the ethical, legal and governance issues involved in using data in digital marketing.

In this module, you will explore how customer experience (CX) and user experience (UX) help organisations build stronger brands, improve customer satisfaction and gain a competitive advantage. You will learn how businesses design seamless experiences across digital, physical and hybrid touchpoints. You will develop the skills to understand customer needs, map customer journeys and evaluate the quality of user experiences. Using industry tools and UX prototyping techniques, you will create and test ideas to improve customer experiences. The module also explores the ethical, accessibility and AI considerations involved in designing inclusive, customer-focused experiences.

In this module, you will work in teams on a live consultancy project for a real client. Using a project brief provided by an external organisation, you will develop practical solutions and apply your marketing knowledge to real-world challenges. You will gain experience of working with clients, managing project deadlines and producing professional recommendations. The module will help you develop key skills valued by employers, including teamwork, leadership, problem-solving, data analysis and presenting ideas with confidence.

In this module, you'll explore the principles of marketing management and digital strategy in a global business environment. You'll learn how to analyse changing market conditions, understand customer needs, and develop marketing strategies that create value and drive business success. You'll discover how traditional and digital marketing work together to build effective campaigns and strengthen competitive advantage. By the end of the module, you'll have the knowledge and practical skills to design, implement, and evaluate integrated marketing strategies that support organisational goals.

The Capstone Research Project module will you equip with knowledge and skills to undertake an independent research project, applying rigorous research methods to explore contemporary business challenges, opportunities and trends. The Capstone enables you to integrate your learning by developing a research proposal, conducting a critical literature review, applying appropriate research methodologies, and analysing findings. The project may take the form of theory-driven research, contributing to academic understanding; applied research, generating practical insights and strategic recommendations for real-world challenges; or a consultancy-based project, delivering research-driven solutions for a specific organization.

The primary aim of this module is to develop your employability skills and support your search for a placement. The module will include communication, team working, negotiation and problem-solving skills development as well as practical workshops on selection methods, CVs, cover letters, interview preparation and techniques. The module will also introduce you to other methods that will include aptitude test and assessment centres.

Only for students who choose Professional Experience (24 months) Pathway.

The objective of this module is to offer you a twelve-month (30-36 weeks) professional experience that is directly applicable to your studies, encouraging you to engage in critical reflection on your learning through hands-on experience. Additionally, the module seeks to develop your intellectual and interpersonal abilities, thereby deepening your critical comprehension of real-world applications. 

Only for students who choose Professional Experience (24 months) Pathway.

The module builds on learning from prior modules and provides you with the experience of working collaboratively on a real, practitioner-driven Business or Policy Transformation Project. It enables you to demonstrate proficiency in relation to scoping and addressing topical issues, challenges and opportunities in a relevant field of work. Identifying, developing and presenting a business or policy transformation project will develop your ability to effectively focus, present and communicate information and ideas.

You will develop a comprehensive blend of knowledge and skills through a dynamic mix of teaching methods, including the use of key concept videos to help you prepare for the topics, large group interactive classes, seminars, workshops and/or labs, industry engagement, and experiential learning opportunities. Knowledge is gained through active participation in workshops, independent study, group discussions, and industry-led presentations, all of which deepen understanding of marketing concepts and their practical applications.

You will be studying at our leafy north London campus in Hendon.

You will complete reports, literature reviews, and presentations tied to practitioner-focused tasks that simulate professional challenges. These assessments will encourage you to apply marketing concepts to innovative problem-solving, culminating in criticalreflections and the preparation 
of portfolios that demonstrate their growth and expertise. This integrated approach will equip you with a nuanced understanding of marketing and innovation management, positioning you for success in both academic and professional contexts. Skills are assessed by a range of methods such as reports, presentations and a range of authentic practitioner focused assessments which develop skills in critical thinking and application.