Marketing communications professionals increasingly need an integrated knowledge of advertising, public relations, direct marketing, and social and digital media in order to deliver relevant, clear and consistent messages to consumers, the public and stakeholders.
This new MA Marketing Communications course will offer you the opportunity to develop, implement and critically evaluate marketing communications strategies, from both a theoretical and practical perspective. As such, you will be equipped with cutting-edge knowledge and skills to be agile in industry and to define new industry practice. You will also be exposed to new and emerging forms of marketing communications such as branded content, branded entertainment and digital storytelling.
This flexible course offers both a January and September intake and is open to applications from both students who have not necessarily studied marketing communication at undergraduate level, as well as those who are changing career tracks and require developing their existing knowledge and understanding of the marketing communications discipline.
This new programme comprises of an innovative curriculum that is balanced in terms of academic rigour and practical relevance and will offer students the opportunity to develop insights into the latest techniques of marketing communications research and practice.
A Bachelors Honours degree with 2:2 or equivalent
International entry requirements
If English is not your first language, you will need to provide evidence that you understand English to a satisfactory level. English language requirements for this course are normally:
IELTS (Academic) 6.0 with minimum 6.0 in each component, or equivalent.
Marketing Communications: You will develop a critical understanding of the development of marketing communications as both an academic discipline and in practice. You will also learn how to apply the tools, techniques and theories of marketing communications to develop integrated marketing communications campaigns. This unit will provide you with an opportunity to experience the parameters and constraints of a client brief, where client issues, tight deadlines and the limitations of a budget call for ideas that are practical and realistic, as well as creative and original.
Consumer Insights: Through applied work, you will gain a critical appreciation of the role of theory in generating commercially consumer viable insights and in marketing communications practice. Throughout, the importance of understanding consumer culture and behaviour for the effective development and implementation of marketing communications is explored and analysed.
Digital Media Strategies: This unit covers the theoretical fundamentals of digital media and communications as well as the specific skills required to deploy efficient and effective strategies on digital platforms. By the end of the unit, you will be able to develop appropriate, effective and measurable digital media strategies within an integrated marketing communications plan. You will also be able to evaluate and assimilate new digital trends in a constantly moving arena.
Brands & Branding: This unit aims to consolidate your understanding of why a brand is a strategic asset for an organisation; how the asset is realised, protected and valued not as a cost but as a source of revenue/ value. You will also be encouraged to critically reflect upon the role and impact of brands and branding in today’s contemporary society and appreciate how branding and brand communications need to evolve in the world of 24/7/always on connected audiences. You will also be exposed to new and emerging forms of brand communication such as branded content, branded entertainment and transmedia storytelling.
Research in Action: In preparation for your final project, you will gain a broad grounding in social science research methods and the skills needed to rigorously and reflexively design, conduct, report and evaluate research. You will be exposed to a variety of cutting-edge research practices and will also be introduced to opportunities and challenges of conducting research of your own using some of the more industry-relevant data collection and analytical methods.
Corporate Communications: This unit aims to provide you with a critical understanding of the professional communicator’s role at a strategic level. It covers the complexities of communicating to internal and external audiences so as to recognise and address challenges in applied communication scenarios.
Final Project: You will have the opportunity to critically apply the principles and techniques of systematic research to produce either a piece of scholarly research or to intervene within an organisational setting to solve a practical marketing communications issue. The unit builds upon, and consolidates, knowledge and experience from all the earlier units in the course.
This course will prepare you for a career in advertising, marketing, public relations, branding or any other marketing communications related field. As a graduate of this course you will:
Be equipped with the knowledge, skills and insights to contribute effectively as strategic practitioners or research practice
Acquire appropriate relevant transferable skills that will contribute to successful practice in the workplace
Be well-versed in a number of pervasive issues that shape and set the parameters for contemporary marketing communications practice
Be able to develop, implement and evaluate effective marketing communications programmes responsibly.
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