{"id":745,"date":"2026-05-04T13:45:31","date_gmt":"2026-05-04T13:45:31","guid":{"rendered":"https:\/\/atu.edu.gh\/gradsch\/?page_id=745"},"modified":"2026-05-06T14:56:17","modified_gmt":"2026-05-06T14:56:17","slug":"master-of-science-msc-in-marketing-strategy-innovation","status":"publish","type":"page","link":"https:\/\/atu.edu.gh\/gradsch\/master-of-science-msc-in-marketing-strategy-innovation\/","title":{"rendered":"Master of Science (Msc) in Marketing Strategy &amp; Innovation"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"745\" class=\"elementor elementor-745\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c28f0a8 e-flex e-con-boxed wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no e-con e-parent\" data-id=\"c28f0a8\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f927670 elementor-widget elementor-widget-spacer\" data-id=\"f927670\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e1c15a4 elementor-widget elementor-widget-wpr-post-title\" data-id=\"e1c15a4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wpr-post-title.default\">\n\t\t\t\t\t<h1 class=\"wpr-post-title\">Master of Science (Msc) in Marketing Strategy &amp; Innovation<\/h1>\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8280be0 e-grid e-con-full wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no e-con e-child\" data-id=\"8280be0\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-fb69c85 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"fb69c85\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"icon icon-calendar-1\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Duration (1 Year)<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d3a3d31 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"d3a3d31\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"icon icon-countdown-timer\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Session (Weekday or Weekend)<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-46215b4 elementor-widget elementor-widget-spacer\" data-id=\"46215b4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f2ccf26 e-con-full e-flex wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no e-con e-parent\" data-id=\"f2ccf26\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-9aacf9a e-flex e-con-boxed wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no e-con e-child\" data-id=\"9aacf9a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-55f4ebb e-n-tabs-mobile elementor-widget elementor-widget-n-tabs\" data-id=\"55f4ebb\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;tabs_justify_horizontal&quot;:&quot;start&quot;,&quot;horizontal_scroll&quot;:&quot;disable&quot;}\" data-widget_type=\"nested-tabs.default\">\n\t\t\t\t\t\t\t<div class=\"e-n-tabs\" data-widget-number=\"90132155\" aria-label=\"Tabs. Open items with Enter or Space, close with Escape and navigate using the Arrow keys.\">\n\t\t\t<div class=\"e-n-tabs-heading\" role=\"tablist\">\n\t\t\t\t\t<button id=\"e-n-tab-title-901321551\" data-tab-title-id=\"e-n-tab-title-901321551\" class=\"e-n-tab-title\" aria-selected=\"true\" data-tab-index=\"1\" role=\"tab\" tabindex=\"0\" aria-controls=\"e-n-tab-content-901321551\" style=\"--n-tabs-title-order: 1;\">\n\t\t\t\t\t\t<span class=\"e-n-tab-title-text\">\n\t\t\t\tABOUT THE PROGRAMME\t\t\t<\/span>\n\t\t<\/button>\n\t\t\t\t<button id=\"e-n-tab-title-901321552\" data-tab-title-id=\"e-n-tab-title-901321552\" class=\"e-n-tab-title\" aria-selected=\"false\" data-tab-index=\"2\" role=\"tab\" tabindex=\"-1\" aria-controls=\"e-n-tab-content-901321552\" style=\"--n-tabs-title-order: 2;\">\n\t\t\t\t\t\t<span class=\"e-n-tab-title-text\">\n\t\t\t\tModules &amp; Courses\t\t\t<\/span>\n\t\t<\/button>\n\t\t\t\t<button id=\"e-n-tab-title-901321553\" data-tab-title-id=\"e-n-tab-title-901321553\" class=\"e-n-tab-title\" aria-selected=\"false\" data-tab-index=\"3\" role=\"tab\" tabindex=\"-1\" aria-controls=\"e-n-tab-content-901321553\" style=\"--n-tabs-title-order: 3;\">\n\t\t\t\t\t\t<span class=\"e-n-tab-title-text\">\n\t\t\t\tCareer Prospect\t\t\t<\/span>\n\t\t<\/button>\n\t\t\t\t\t<\/div>\n\t\t\t<div class=\"e-n-tabs-content\">\n\t\t\t\t<div id=\"e-n-tab-content-901321551\" role=\"tabpanel\" aria-labelledby=\"e-n-tab-title-901321551\" data-tab-index=\"1\" style=\"--n-tabs-title-order: 1;\" class=\"e-active elementor-element elementor-element-527dd76 e-con-full e-flex wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no e-con e-child\" data-id=\"527dd76\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-eb2d233 elementor-widget elementor-widget-text-editor\" data-id=\"eb2d233\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>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\u2019s 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.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div id=\"e-n-tab-content-901321552\" role=\"tabpanel\" aria-labelledby=\"e-n-tab-title-901321552\" data-tab-index=\"2\" style=\"--n-tabs-title-order: 2;\" class=\" elementor-element elementor-element-3bef623 e-con-full e-flex wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no e-con e-child\" data-id=\"3bef623\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-01c6f06 elementor-widget elementor-widget-text-editor\" data-id=\"01c6f06\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>SEMESTER ONE<\/strong><\/p><table><tbody><tr><td width=\"141\"><p><strong>COURSE CODE<\/strong><\/p><\/td><td width=\"319\"><p><strong>MODULE TITLE<\/strong><\/p><\/td><td width=\"39\"><p><strong>T<\/strong><\/p><\/td><td width=\"39\"><p><strong>P<\/strong><\/p><\/td><td width=\"38\"><p><strong>C<\/strong><\/p><\/td><\/tr><tr><td width=\"141\"><p><strong>MMS 501<\/strong><\/p><\/td><td width=\"319\"><p>Strategic Marketing Decisions<\/p><\/td><td width=\"39\"><p>3<\/p><\/td><td width=\"39\"><p>0<\/p><\/td><td width=\"38\"><p>3<\/p><\/td><\/tr><tr><td width=\"141\"><p><strong>MMS 503<\/strong><\/p><\/td><td width=\"319\"><p>Strategic Brands Management in the Digital Age<\/p><\/td><td width=\"39\"><p>3<\/p><\/td><td width=\"39\"><p>0<\/p><\/td><td width=\"38\"><p>3<\/p><\/td><\/tr><tr><td width=\"141\"><p><strong>MMS 505<\/strong><\/p><\/td><td width=\"319\"><p>Strategic International Business Management<\/p><\/td><td width=\"39\"><p>3<\/p><\/td><td width=\"39\"><p>0<\/p><\/td><td width=\"38\"><p>3<\/p><\/td><\/tr><tr><td width=\"141\"><p><strong>MMS 507<\/strong><\/p><\/td><td width=\"319\"><p>Behavioural Economics<\/p><\/td><td width=\"39\"><p>3<\/p><\/td><td width=\"39\"><p>0<\/p><\/td><td width=\"38\"><p>3<\/p><\/td><\/tr><tr><td width=\"141\"><p><strong>MMS 509<\/strong><\/p><\/td><td width=\"319\"><p>Research Methodology<\/p><\/td><td width=\"39\"><p>3<\/p><\/td><td width=\"39\"><p>0<\/p><\/td><td width=\"38\"><p>3<\/p><\/td><\/tr><tr><td width=\"141\"><p><strong>\u00a0<\/strong><\/p><\/td><td width=\"319\"><p><strong>ELECTIVES<\/strong><\/p><\/td><td width=\"39\">\u00a0<\/td><td width=\"39\">\u00a0<\/td><td width=\"38\">\u00a0<\/td><\/tr><tr><td width=\"141\"><p><strong>MMS 511<\/strong><\/p><\/td><td width=\"319\"><p>Advanced Retail Management<\/p><\/td><td width=\"39\"><p>3<\/p><\/td><td width=\"39\"><p>0<\/p><\/td><td width=\"38\"><p>3<\/p><\/td><\/tr><tr><td width=\"141\"><p><strong>MMS 513<\/strong><\/p><\/td><td width=\"319\"><p>Customer Relationship Management<\/p><\/td><td width=\"39\"><p>3<\/p><\/td><td width=\"39\"><p>0<\/p><\/td><td width=\"38\"><p>3<\/p><\/td><\/tr><tr><td width=\"141\"><p><strong>\u00a0<\/strong><\/p><\/td><td width=\"319\">\u00a0<\/td><td width=\"39\">\u00a0<\/td><td width=\"39\">\u00a0<\/td><td width=\"38\">\u00a0<\/td><\/tr><tr><td width=\"141\"><p><strong>Total Credit<\/strong><\/p><\/td><td width=\"319\">\u00a0<\/td><td width=\"39\"><p><strong>18<\/strong><\/p><\/td><td width=\"39\"><p><strong>\u00a0<\/strong><\/p><\/td><td width=\"38\"><p><strong>18<\/strong><\/p><\/td><\/tr><tr><td colspan=\"5\" width=\"576\"><p><strong>\u00a0<\/strong><\/p><\/td><\/tr><tr><td colspan=\"5\" width=\"576\"><p><strong>SEMESTER 2<\/strong><\/p><\/td><\/tr><tr><td width=\"141\"><p><strong>MMS 502<\/strong><\/p><\/td><td width=\"319\"><p>Consumer Science<\/p><\/td><td width=\"39\"><p>3<\/p><\/td><td width=\"39\"><p>0<\/p><\/td><td width=\"38\"><p>3<\/p><\/td><\/tr><tr><td width=\"141\"><p><strong>MMS 504<\/strong><\/p><\/td><td width=\"319\"><p>Integrated Marketing Communications in the Digital Age<\/p><\/td><td width=\"39\"><p>3<\/p><\/td><td width=\"39\"><p>0<\/p><\/td><td width=\"38\"><p>3<\/p><\/td><\/tr><tr><td width=\"141\"><p><strong>MMS 506<\/strong><\/p><\/td><td width=\"319\"><p>SME Management<\/p><\/td><td width=\"39\"><p>3<\/p><\/td><td width=\"39\"><p>0<\/p><\/td><td width=\"38\"><p>3<\/p><\/td><\/tr><tr><td width=\"141\"><p><strong>MMS 508<\/strong><\/p><\/td><td width=\"319\"><p>Project Work\/Seminars<\/p><\/td><td width=\"39\"><p>6<\/p><\/td><td width=\"39\"><p>0<\/p><\/td><td width=\"38\"><p>6<\/p><\/td><\/tr><tr><td width=\"141\"><p><strong>\u00a0<\/strong><\/p><\/td><td width=\"319\"><p><strong>ELECTIVES<\/strong><\/p><\/td><td width=\"39\">\u00a0<\/td><td width=\"39\">\u00a0<\/td><td width=\"38\">\u00a0<\/td><\/tr><tr><td width=\"141\"><p><strong>MMS 510<\/strong><\/p><\/td><td width=\"319\"><p>\u00a0Managing Sales Machines<\/p><\/td><td width=\"39\"><p>3<\/p><\/td><td width=\"39\"><p>0<\/p><\/td><td width=\"38\"><p>3<\/p><\/td><\/tr><tr><td width=\"141\"><p><strong>MMS 512<\/strong><\/p><\/td><td width=\"319\"><p>Digital Marketing Strategy<\/p><\/td><td width=\"39\"><p>3<\/p><\/td><td width=\"39\"><p>0<\/p><\/td><td width=\"38\"><p>3<\/p><\/td><\/tr><tr><td width=\"141\"><p><strong>Total Credit<\/strong><\/p><\/td><td width=\"319\">\u00a0<\/td><td width=\"39\"><p><strong>18<\/strong><\/p><\/td><td width=\"39\"><p><strong>0<\/strong><\/p><\/td><td width=\"38\"><p><strong>18<\/strong><\/p><\/td><\/tr><tr><td colspan=\"2\" width=\"460\"><p><strong>Total Credit Hours<\/strong><\/p><\/td><td width=\"39\"><p><strong>36<\/strong><\/p><\/td><td width=\"39\"><p><strong>0<\/strong><\/p><\/td><td width=\"38\"><p><strong>36<\/strong><\/p><\/td><\/tr><\/tbody><\/table><p>How are students going to be assessed?<\/p><p>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.<\/p><p>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.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div id=\"e-n-tab-content-901321553\" role=\"tabpanel\" aria-labelledby=\"e-n-tab-title-901321553\" data-tab-index=\"3\" style=\"--n-tabs-title-order: 3;\" class=\" elementor-element elementor-element-fb12351 e-con-full e-flex wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-equal-height-no e-con e-child\" data-id=\"fb12351\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6473f59 elementor-widget elementor-widget-text-editor\" data-id=\"6473f59\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>On completion of this programme, students will be able to:<\/p><ol><li>Apply marketing strategy in today\u2019s competitive markets<\/li><li>Appreciate the relevance of marketing and strategy in the development and delivery of products and services<\/li><li>Formulate and implement critical marketing strategy skills for innovative products and services<\/li><li>Leverage on marketing strategy to create competitive advantage in today\u2019s marketplace<\/li><\/ol><p><strong>Career Prospects<\/strong><\/p><ul><li><strong>Marketing Manager:<\/strong> Overseeing marketing campaigns, developing strategies, and managing marketing teams to enhance brand presence and drive sales.<\/li><li><strong>Brand Manager:<\/strong> Creating and maintaining a strong brand image, developing marketing initiatives, and ensuring consistent brand messaging across all platforms.<\/li><li><strong>Product Manager:<\/strong> Leading the development, launch, and lifecycle management of products, analyzing market trends, and working closely with cross-functional teams.<\/li><li><strong>Market Research Analyst:<\/strong> Conducting market research to gather data on consumer preferences, competitive landscapes, and industry trends to inform marketing strategies.<\/li><li><strong>Digital Marketing Specialist:<\/strong> Planning and executing online marketing strategies, optimizing digital campaigns, and leveraging data analytics to enhance digital presence.<\/li><li><strong>Innovation Consultant:<\/strong> Advising organizations on innovation strategies, fostering a culture of innovation, and implementing processes to drive creative solutions and business growth.<\/li><li><strong>Customer Relationship Manager:<\/strong> Developing and maintaining strong relationships with customers, implementing loyalty programs, and enhancing customer satisfaction and retention.<\/li><li><strong>Advertising Executive:<\/strong> Creating and managing advertising campaigns, working with creative teams, and analyzing campaign performance to optimize reach and impact.<\/li><li><strong>Sales Manager:<\/strong> Leading sales teams, developing sales strategies, and driving revenue growth through targeted sales initiatives and customer engagement.<\/li><li><strong>Entrepreneur:<\/strong> Starting and managing innovative businesses, leveraging marketing insights and strategic planning to launch successful ventures.<\/li><\/ul><p>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.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3e11d02 elementor-widget elementor-widget-spacer\" data-id=\"3e11d02\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Master of Science (Msc) in Marketing Strategy &amp; Innovation Duration (1 Year) Session (Weekday or Weekend) ABOUT THE PROGRAMME Modules &amp; Courses Career Prospect 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\u2019s 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 \u00a0 ELECTIVES \u00a0 \u00a0 \u00a0 MMS 511 Advanced Retail Management 3 0 3 MMS 513 Customer Relationship Management 3 0 3 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 Total Credit \u00a0 18 \u00a0 18 \u00a0 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 \u00a0 ELECTIVES \u00a0 \u00a0 \u00a0 MMS 510 \u00a0Managing Sales Machines 3 0 3 MMS 512 Digital Marketing Strategy 3 0 3 Total Credit \u00a0 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: Apply marketing strategy in today\u2019s competitive markets Appreciate the relevance of marketing and strategy in the development and delivery of products and services Formulate and implement critical marketing strategy skills for innovative products and services Leverage on marketing strategy to create competitive advantage in today\u2019s 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. 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\u2019s 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 \u00a0 ELECTIVES \u00a0 \u00a0 \u00a0 MMS 511 Advanced Retail Management 3 0 3 MMS 513 Customer Relationship Management 3 0 3 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 Total Credit \u00a0 18 \u00a0 18 \u00a0 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 \u00a0 ELECTIVES \u00a0 \u00a0 \u00a0 MMS 510 \u00a0Managing Sales Machines 3 0 3 MMS 512 Digital Marketing Strategy 3 0 3 Total Credit \u00a0 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. 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