MSc Marketing Strategy and Innovation

Tuition

(Local Students) GHȼ 11,387 (International) USD$ 5,190.00

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.

Undergraduates with qualification in BBA/BSc/BTECH in the areas of Marketing, Management, Human Resource Management, Entrepreneurship and other relevant Social Sciences. Undergraduates with a minimum of a Second-Class Lower Division with at least one-year relevant working experience will be offered unconditional admission into the programme.

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:

Apply marketing strategy in today’s 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 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, analysing 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, optimising digital campaigns, and leveraging data analytics to enhance digital presence.

Innovation Consultant
Advising organisations 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 programmes, and enhancing customer satisfaction and retention.

Advertising Executive
Creating and managing advertising campaigns, working with creative teams, and analysing campaign performance to optimise 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, offering a wide variety of opportunities to apply expertise and drive organisational success.

Application E-Voucher Cost

The cost of the application E-Voucher is GHȼ 200.00.

E-Voucher Number and Serial Can Be Obtained From:

All mobile networks: Dial the short code *389*288# and follow the prompt to pay and receive your E-Voucher by SMS
All branches of Access Bank
All branches of Bank of Africa
All branches of Fidelity Bank

International students should send an email to info@atu.edu.gh. An application voucher will be generated and sent back in response to the email.

Application Process

Log on to the admissions system at https://application.atu.edu.gh with the E-Voucher number and PIN for the 2024/2025 Academic Year admissions.

Follow the steps on the online admissions system to complete your application.
Please note: Use a passport picture with a sea blue background (160 × 160 px dimensions).
Submit the completed application online and keep a copy of the summary page for personal reference.

Further Information

For more information on admission, applicants are advised to contact the Graduate School Secretariat, visit the University website https://atu.edu.gh/, or email graduateschool@atu.edu.gh, or call (+233) 271061481 / 0332095371.