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Prerequisites: This course is designed for graduates who seek to expand their knowledge of advanced marketing concepts and theories. The programme is designed for those who embrace peer-to-peer collaboration and thrive in environments that demand active participation. Students are challenged in various ways from day one. Creative thinking, self-reflection and innovation are central aspects of the experience. Target skills and knowledge: The aim of the course is to extend knowledge and understanding beyond that covered in introductory marketing theory, and to develop improved skills to apply this understanding to practical and challenging market scenarios.The learning goals are to: – investigate and evaluate contemporary thinking, theory advances and practices in marketing, including international, unconventional and social media marketing – construct media management strategies through the analysis of media consumption and engagement behaviours Examination methods: Written examination composed of true-false, multiple-choice and short answer questions. Assessment criteria: Assessment of performance includes take home assignments and written examinations. Tested material blends a mix of theory and practice, covering seminal academic works to current affairs. Course unit contents: Analyzing social networks from the perspective of marketing decisions Big data and social network analysis An introduction to SNA tools (UCINET) Social media listening Survey data analysis An introduction to web scraping (CULTR) Relationship marketing theory and practice Case studies (Twitter data, Ashoka data, Selling the circularity…) Planned learning activities and teaching methods: Classes are conducted in an informal learning atmosphere where knowledge and understanding are formed through input from experts and joint reflection. There is a mix of teaching styles, including lectures, guest speakers, case studies, immersive experiences and group works. Everything can be questioned in the quest for new insight and students are encouraged to find ways to make the course content personally relevant. Additional notes about suggested reading: Additional materials will be provided in due course. Activities, information, news and materials will be available to students on-line on the course blog. Textbooks Kotler P., Keller K.L. (2016) Marketing Management Global Edition 15e, Pearson. (non attendees)