Bournemouth University

Master in Marketing Communications Practice - Máster en Práctica de la Comunicación del Marketing

Bournemouth University
  • Imparte:
  • Modalidad:
    Presencial en Dorset
  • Precio:
    £850 per unit
  • Comienzo:
    Consultar rellenando el formulario
  • Lugar:
    Fern Barrow, Poole,
    Dorset (Bournemouth) BH12 5BB
    Reino Unido
  • Duración:
    18 Meses
  • Idioma:
    El Master se imparte en Inglés
  • Titulación:
    MA Marketing Communications Practice


This part-time MA course is designed to be flexible so that you can follow it without taking a break from your professional work.

Each unit is delivered via a two-day intensive residential followed by online learning support, so the requirement for you to be on campus is minimal, but you will enjoy the benefits of meeting your cohort face to face, which helps to create a community of practice in the online phases.

The MA consists of six specialist units from the Build your own MA framework, that can also be studied as stand alone short courses, plus the Master’s Project and Exhibition units. Applications should be made for each individual unit of study; find out more about how to apply.

The course is aimed at media and marketing professionals seeking to explore emerging issues in marketing communications. You will be equipped with key concepts, theories, and current thinking which will enable you to engage critically with areas of marketing communications, such as branding, integrated marketing, word of mouth, and relationship marketing. Assignments are negotiated to ensure that you are able to research and develop insights in areas relevant to your own professional practice.


Applicants should have an undergraduate degree and the required work experience in the relevant industry (normally a minimum of two years). It is also possible for non-graduates to apply if they have significant and relevant work experience (normally ten years) and can demonstrate an ability to both complete and benefit from the course.

International entry requirements
If English is not your first language, you will need to provide evidence that you can read, write, speak and understand English to the level specified below.

English language requirements for the BYOMA short courses are normally a minimum of one of the below:

Successful completion of the Pre-Sessional English for University Study Programme
IELTS (Academic) 7.0 with minimum 6.5 in writing and 6.0 in the other three components or equivalent.


The MA Marketing Communications Practice is open to creative and media professionals, as well as educators and educational researchers where applicable.


Year 1

This qualification is part of the Build your own MA framework. Units may include:
Branding & Brand Management: This unit equips you with the theory, tools and techniques of branding and brand management to analyse and evaluate brands and manage them for maximum effectiveness; providing you with a thorough grounding in the principles of branding and brand management. It will enable you to examine the different approaches and critically appraise the range of theories and frameworks in the light of current practice and strategic developments.
Exploring Word of Mouth Communication: Generate new ideas about word of mouth communication. Understand what it is, how it is evolving, and how you might develop ways of engaging with the word of mouth activity which surrounds your organisation. Think about stimulating positive word of mouth about your organisation or managing negative word of mouth which may develop.
Strategic Marketing in the Media: You will formulate, evaluate and debate major perspectives in the strategic marketing approaches of media organisations in both academic and practice contexts, and have the ability to develop innovative and appropriate media marketing strategies having considered and evaluated your own work environment.
Relationship Marketing: This unit This course will enable you to bring a critical, ethical lens to the consideration of relational practice. Having analysed the body of knowledge on relationship marketing you will develop conceptual frameworks for the analysis of relationship marketing and recommend strategies for the implementation of relationship marketing, both within specified contexts.
Integrated Marketing Communications Explored: Explore both the benefits and tensions of holistic delivery in an increasingly converged environment – how theory informs practice, and how successful campaigns are created; assess the disruptive effect of digital and social media on established planning approaches.
Project Management for Media Professionals: Designed for those working in the media sector who want to develop their project management skills and knowledge in order to run successful projects, this unit explores key issues, processes and theoretical perspectives relating to media project management. Its aim is to enable you to demonstrate a systematic and advanced engagement with the conceptual, managerial and professional skills necessary in media project management.

Year 2

Option units (choose one)
Master´s Production Project
Master´s Research Project

Core unit

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