MAR 4380: International Marketing (July 2025)

This elective course aims at providing students with a conceptual and practical understanding of the international marketing process. The areas covered are: an overview of international marketing, analysing the international marketing environment, entry strategies into international markets, formulating international marketing strategies, and controlling the international marketing process. This course requires prior knowledge in Marketing Management, Advanced Marketing Management, Consumer Behaviour, and Integrated Marketing Communications.

MAR 4379: Research Project (July 2025)

The Research Project aims at applying research knowledge in conducting a project related to a specific organizational problem within the domain of marketing under the supervision of an academic member of DMM. This course is compulsory for students who select the academic path option 2 in Year IV Semester II, which facilitates the application and integration of knowledge gathered through different courses of the programme. This requires students to observe and analyse marketing-related managerial issues at workplaces, identify a research problem based on the management issues, develop a research plan, analyse data, and provide recommendations for decision-makers to solve the identified problems. This course requires prior knowledge in Business Statistics, Marketing Research, Research Methodology, and Software Applications for Marketing Research.

MAR 4284: Marketing Analytics (July 2025)

This core course aims at providing knowledge on the application of data science for generating marketing insights and facilitating better marketing decisions. This course explores how analytical techniques and their theoretical foundations can be applied to real-world marketing scenarios based on market data. The areas covered are: facilitating segmentation, targeting, and positioning through data science; satisfaction management; customer lifetime value analysis; customer choice; product and price decisions using conjoint analysis; text analysis and search analytics; and time series analysis for forecasting. This course requires prior knowledge in Marketing Management, Advanced Marketing Management, Business Statistics, Operations Management, Consumer Behaviour, and Business Analytics.

MAR 4678: Internship (July 2025)

This core course aims at providing opportunities for students to apply theories, concepts, and models learned during coursework in the real-life work environment, further strengthening their knowledge, skills, and attitudes to match the expectations of potential employers. The course also encourages students to become entrepreneurs by managing self-business ventures. This course runs in a collaborative manner with the close monitoring of academic supervisors and/or industry mentors. This comprehensive training enables students to plan their career development opportunities by exploring their interests and potential in a reflective way to become a change agent.

MAR 4677: Dissertation (July 2025)

The dissertation aims at providing an opportunity for students to improve their scholarly skills and critical thinking by undertaking a research dissertation within the domain of marketing under the supervision of an academic member of DMM. Completion of an independent study enables students to improve planning, analytical, and communication skills, which are vital for a successful academic and professional career. The issue being addressed in the dissertation needs to be theoretically driven and be able to make a significant contribution to the current body of knowledge by integrating knowledge gathered through different courses of the programme. This is compulsory for students who select academic path option 1 in Year IV Semester II. This course requires prior knowledge in Business Statistics, Research Methodology, and Software Applications for Marketing Research.