Accra Technical University

GRADUATE SCHOOL

Master of Science (Msc) in Marketing Strategy & Innovation

  • Duration (1 Year)
  • Session (Weekday or Weekend)

The MSc Marketing Strategy and Innovation programme is designed to equip students with advanced knowledge and skills necessary for developing, implementing, and managing cutting-edge marketing strategies in today’s dynamic and competitive business environment. This course emphasizes a comprehensive understanding of marketing principles, consumer behavior, digital marketing, and strategic brand management, combined with a deep dive into innovation design and management. Students will engage in critical analysis of real-world case studies, gain hands-on experience through interactive projects, and explore contemporary trends such as artificial intelligence, big data analytics, and sustainable marketing practices. By integrating theoretical frameworks with practical applications, the programme aims to prepare graduates to become forward-thinking marketing leaders capable of driving innovation and delivering strategic value across diverse industries.

SEMESTER ONE

COURSE CODE

MODULE TITLE

T

P

C

MMS 501

Strategic Marketing Decisions

3

0

3

MMS 503

Strategic Brands Management in the Digital Age

3

0

3

MMS 505

Strategic International Business Management

3

0

3

MMS 507

Behavioural Economics

3

0

3

MMS 509

Research Methodology

3

0

3

 

ELECTIVES

   

MMS 511

Advanced Retail Management

3

0

3

MMS 513

Customer Relationship Management

3

0

3

 

    

Total Credit

 

18

 

18

 

SEMESTER 2

MMS 502

Consumer Science

3

0

3

MMS 504

Integrated Marketing Communications in the Digital Age

3

0

3

MMS 506

SME Management

3

0

3

MMS 508

Project Work/Seminars

6

0

6

 

ELECTIVES

   

MMS 510

 Managing Sales Machines

3

0

3

MMS 512

Digital Marketing Strategy

3

0

3

Total Credit

 

18

0

18

Total Credit Hours

36

0

36

How are students going to be assessed?

Assessment of students on a course shall be based on two components: continuous assessment and end-of-semester examination. The continuous assessment will comprise of class attendance, quizzes, class work, homework, term papers, coursework and mid-semester examination.

During the course, students will be taking 36 credits in total. The fifteen (11) modules during semesters 1 and 2 respectively. The pass mark for any course shall be 50%. However, a Cumulative Grade Point Average (CGPA) of 1.5 shall be required at the end of each year to progress.

On completion of this programme, students will be able to:

  1. Apply marketing strategy in today’s competitive markets
  2. Appreciate the relevance of marketing and strategy in the development and delivery of products and services
  3. Formulate and implement critical marketing strategy skills for innovative products and services
  4. Leverage on marketing strategy to create competitive advantage in today’s marketplace

Career Prospects

  • Marketing Manager: Overseeing marketing campaigns, developing strategies, and managing marketing teams to enhance brand presence and drive sales.
  • Brand Manager: Creating and maintaining a strong brand image, developing marketing initiatives, and ensuring consistent brand messaging across all platforms.
  • Product Manager: Leading the development, launch, and lifecycle management of products, analyzing market trends, and working closely with cross-functional teams.
  • Market Research Analyst: Conducting market research to gather data on consumer preferences, competitive landscapes, and industry trends to inform marketing strategies.
  • Digital Marketing Specialist: Planning and executing online marketing strategies, optimizing digital campaigns, and leveraging data analytics to enhance digital presence.
  • Innovation Consultant: Advising organizations on innovation strategies, fostering a culture of innovation, and implementing processes to drive creative solutions and business growth.
  • Customer Relationship Manager: Developing and maintaining strong relationships with customers, implementing loyalty programs, and enhancing customer satisfaction and retention.
  • Advertising Executive: Creating and managing advertising campaigns, working with creative teams, and analyzing campaign performance to optimize reach and impact.
  • Sales Manager: Leading sales teams, developing sales strategies, and driving revenue growth through targeted sales initiatives and customer engagement.
  • Entrepreneur: Starting and managing innovative businesses, leveraging marketing insights and strategic planning to launch successful ventures.

These roles span various industries, including consumer goods, technology, healthcare, finance, and more, it offers you a wide variety of opportunities to apply your expertise and drive organizational success.

ACCRA TECHNICAL UNIVERSITY

GRADUATE SCHOOL