The course covers the main marketing communication techniques. It provides you with a sufficient foundation in marketing to enable you to work easily with people involved throughout the marketing management process. The ultimate aim of the course is to enhance individual career advancement prospects through knowledge of how to apply academic learning to best marketing communications practice.
A highlight for many students is the residential at a Cambridge college and talks from practitioners and alumni organised throughout the course which provide an opportunity for networking and extending learning in new environments.
You should normally hold a first degree from a recognised institution (minimum Lower Second Class Honours), or international equivalent. Exceptionally, non-graduates with significant practitioner experience of marketing and/or marketing communications can also be considered. If English is not your first language, you will need an IELTS score of 6.5, with a minimum score of 6 in each element.
Marketing Communications covers the selection and application of the main communication tools available to an organisation in pursuit of its marketing goals. This work is often carried out by specialist agencies, and involves both strategic thinking and the development of creative solutions. It calls for a blend of research-based knowledge with the practice of high-level, often extremely creative, skills.
Year long module
Contemporary Issues in Marketing Communications (year long module)
Semester one modules
Buyer Behaviour for Marketing Communications
Organisations must understand their consumers and how they choose products and services so they can provide effective communications. Many companies have incorporated a customer focus in their overall strategies and use sophisticated approaches to consumer behaviour, which form the basis of their marketing strategies. In this module you will gain a critical understanding of factors influencing consumer behaviour and decision making which can be used in the development of more effective marketing communication strategies.
Marketing and Brand Strategy
In this module you will consider the role of marketing communications within the broader context of an organisation´s marketing strategy and competitive environment. The module explores contemporary concepts of marketing and brand strategy. You will learn to apply your knowledge to a broad range of organisations.
Marketing and Media Research
This module will give you a robust and comprehensive introduction to the theory, application and practice of marketing research in relation to the media. You will examine the need for research to support communications initiatives during their implementation, delivery and evaluation. A major part of this is the way in which research is used in audience measurement.
Students who start the course in January have a compulsory six-week summer school in May-June. This includes the Promotional Marketing module and part of the Semester Two modules. You will also start working on your Integrated Marketing Communications project.
In semester two you will study in greater depth the tools and media platforms for marketing communications. The January cohort will begin these modules during the summer school.
Semester two modules
This module will give you a greater understanding of advertising theory and its application. Advertising is a term often used to represent all forms of marketing communications. Important though advertising is, it is only part of the marketing communications mix. This module discusses how advertising as a media tool differs from other elements of the marketing communications mix and its role within an integrated marketing strategy.
It covers the advertising and creative process, campaign planning, implementation and metrics, advertising in society, and the problems and opportunities of advertising in a constantly changing media environment.
Direct Marketing and Social Media in a Digital Age
Reflecting the rapidly changing practice in the marketing communications industry, you will explore how direct marketing uses traditional, digital and social media platforms for the acquisition, engagement and retention of customers.
The ability to provide precise, accountable results and directly support the trend towards the development of long-lasting relationships with customers has increased the strategic value to the organisation of direct and digital marketing.
Promotional Marketing and Event Management
This module takes a holistic view of the sales process and promotional marketing activities by drawing together a number of related themes such as sales and promotional management, customer loyalty, experiential marketing, packaging and in-store marketing (including point-of-purchase and couponing). Analysing each activity as an individual discipline, the module draws the strands together to illustrate how post-modern concepts such as shopper marketing have come to prevail in contemporary strategic marketing communications thinking.
This module is delivered during the summer school in June for the January start date.
Public Relations and Reputation Management
This module concentrates on giving you an understanding of the role of Public Relations within an organisation, with special reference to marketing communications. You will examine the origins, scope and a range of applications of PR focussing on its role in marketing communications management, the development and maintenance of corporate reputation and growing role of sponsorship within the marketing communications portfolio.
Integrated Marketing Communications Campaign Planning Project
Finally, you undertake a project which allows you to bring together all the knowledge you have gained during the programme. This is a practice-based project in which you will make an assessment of a brand´s current situation and future potential in relation to its marketing, brand and marketing communications strategies. With guidance from your supervisor you will develop an in-depth, comprehensive integrated marketing communications plan for the product.
The module is delivered through class sessions, workshops and one-to-one tutoring with an individually allocated supervisor. It includes a one-day workshop developing a marketing communications campaign for a real organisation, normally at the Tower of London, and a two-day residential at a Cambridge University College.
As a Marketing Communications postgraduate, you can look forward to excellent career prospects in both specialist agencies and within in-house marketing departments.
Past students have gone on to successful careers in advertising, public relations, brand management, direct and interactive marketing, sales promotion, market research and data manipulation.
With the Marketing Communications MA, you´ll be particularly well-placed to pursue opportunities with organisations that require marketing specialists with the ability to think strategically and develop creative solutions.
The Chartered Institute of Marketing´s Introductory Certificate gives you CIM membership during your MA qualification.
¡Infórmate ahora sin compromiso!