This course is a pre-requisite for graduation project A. The course is taught in the first semester of advanced diploma level. It provides students with a clear understanding of the process of social science research. Students gain hands on experience in: identifying research gaps and problems; analyzing literature review critically and formulating research aim and objectives. The course explains the process of designing a thorough research methodology by teaching students: how to create a data collection instrument/method; which research type and design to adopt, what type of sampling technique to be used to identify the targeted research respondents/participants and how to analyze data by using both quantitative and qualitative techniques. The course also aims to familiarize students with the significance of research ethics and integrity. Moreover, it provides students with an understanding of how to link their research findings with the arguments from relevant empirical research studies; and how to show the contribution of their research study to the existing knowledge.

In this course, students will enhance their understanding of how and why people consider, choose, use, and evaluate goods and services. Further This course will introduce students to various marketing research techniques to collect, analyze and act upon customer information, especially in the Internet and digital environment.

This module gives students the knowledge and skills to plan and implement successful campaigns that deliver real results for an organisation. Students will learn the campaign planning process including how to analyse an organization’s current position. Students will also learn how to set campaign objectives, implement a campaign then measure and evaluate its success to aid continuous improvement in the fast-changing world of marketing.

This module gives students the knowledge and skills to plan and implement successful campaigns that deliver real results for an organisation. Students will learn the campaign planning process including how to analyse an organization’s current position. Students will also learn how to set campaign objectives, implement a campaign then measure and evaluate its success to aid continuous improvement in the fast-changing world of marketing.

This module enables the students to take a strategic approach to branding at a product/service level so that it is consistent with the corporate brand and impacts reputation positively. The Students will gain the skills to establish and position brand strategy, and also manage the brand so it continues to deliver the brand promise. They will also be able to ensure the success of the brand through adequate resourcing and monitor and maintain the brand in the long term.

The course will engage students in the (marketing) research process which involves the systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services. Students will be provided with an appreciation of the information requirements in various marketing situations, the research process.

This module focuses on the importance of the ever-evolving, dynamic digital landscape. Students will develop skills to improve digital marketing performance and explore the challenges and opportunities within the digital environment. Students will also use a range of tools to plan how to enhance an organization's effectiveness in the digital era.

This course builds on knowledge of basic marketing concepts and complements this knowledge by developing a deeper understanding of strategic managerial and marketing aspects of product/service innovation. It involves not only an application and extension of basic marketing concepts within the context of strategic product/service innovation management, but also the further development of consumer market analysis skills in technical areas of product/service innovation research.

To improve students understanding of advertising as a component of marketing communications, how the advertising planning process is managed, and the numerous elements that influence advertising decision-making.