This course provides students with the essential knowledge and tools to understand the role of marketing research in theory and practice. The course will allow students to comprehend and evaluate the marketing research process, define a research problem, and distinguish between different research designs and methods and choose an appropriate design for each research problem. Students will learn to analyse research data and report findings.
Marketing through Search Engines
This course introduces students to the principles and practices of marketing through search engines, with a strong focus on Search Engine Optimization (SEO) and Search Engine Marketing (SEM). Students will explore how search engines function, including crawling, indexing, and ranking mechanisms, and examine the differences between organic and paid search strategies. The course covers keyword research and classification, on-page and off-page optimisation. Through practical applications and real campaign development, students will design, implement, and evaluate integrated search marketing strategies.
By the end of the course, students will be able to analyse search marketing performance, apply data-driven decision-making, and develop comprehensive digital marketing strategies aligned with organisational goals.
This course provides the knowledge and skills needed to understand the unique characteristics of services and how to market them effectively. Services marketing focuses on developing marketing strategies that consider the special characteristics of services such as intangibility, heterogeneity, simultaneous production and consumption, and service obsolescence. Traditional marketing theories are addressed and adapted to the nature of services and how to deliver a distinctive customer experience.
This course introduces students to the fundamental principles of multimedia design and their application in real-world marketing and branding contexts. Students will explore the core components of multimedia—text, graphics, audio, video, and animation—and learn how to integrate them into cohesive visual and interactive experiences. Through a semester-long, project-based approach, students will simulate a creative agency workflow by developing a complete restaurant brand and producing professional multimedia outputs that culminate in a final vision board and personal portfolio.
This course introduces students to the fundamental tools and techniques of Adobe Photoshop for digital image editing and creative design. Students will develop essential skills in working with layers, selections, masks, color correction, retouching, typography, and basic compositing. Emphasis is placed on non-destructive editing workflows and visual design principles. By the end of the course, students will be able to create professional-quality digital images and complete a portfolio demonstrating technical and creative competence.