Overview

With a focus on the creative aspects of marketing, we aim to deepen your commercial insight and understanding of the link between organisations and their customers.
While advertising is just one element of marketing, it is nonetheless a vital and huge sector of employment, which requires you to develop specialist skills and knowledge, and is where you can put marketing theories into specific advertising strategies.

The course aims to develop your critical understanding of the principles and practice of selling and sales management as a key marketing communications tool in the international marketplace.

Course information

As well as featuring creative elements, the course will also give you the opportunity to develop your business acumen.

For example, you could have the opportunity to take part in a marketing simulation exercise, which requires you to apply the necessary skills to engage with the media in order to manage a crisis, or to develop a marketing campaign. This course also allows you to critically evaluate theories of cognitive, behaviour and social psychology, which are relevant to understanding the nature and effectiveness of advertising.

The course provides learners with a critical understanding of the challenges of managing corporate communications, crisis management and public relations. The course aims to develop your critical understanding of the principles and practice of selling and sales management as a key marketing communications tool in the international marketplace.

This course draws on the latest development and theory in subject knowledge to enable you to develop your own research skills and area of expertise through the Postgraduate Dissertation/Consultancy Project. You will have the opportunities to work both individually and in teams, where you can construct, critically evaluate, recommend and execute an advertising or marketing communications campaign to meet the corporate objectives of different organisations by using an appropriate mix of digital and traditional media for a business-to-business, non-profit or business-to-consumer context.

The course aims to develop skills in advertising and marketing communications management, in order to prepare you to think strategically and respond effectively to future organisational challenges. You will cover a range of diverse subjects, such as global advertising, marketing planning, public relations, sales management and the psychology of advertising. Underpinning the teaching and learning approach will be a consideration to issues of ethics and sustainability and how this can impact on brand value, when there is a failure to consider these things.

Why choose this course?

This course mixes broader marketing theory and practice with the opportunity to develop your subject expertise and skills in advertising. The approach taken is to encourage you to apply your analytical and creative skills to a variety of real-life briefs, case studies and projects.

Employability is at the heart of the design of this course, with a range of initiatives for you to apply what you are learning and to conduct continued professional development. This professional development can allow for some exemptions if you were to apply for additional professional qualifications, such as for the CIM Professional Diploma in Marketing qualification.

Internships are potentially available, as part of the Dissertation/Consultancy Project module, which are subject to availability and a competitive application process. These internships give you the opportunity to apply your learning to real-world environments, and further understand how advertising and marketing works within small and large scale businesses. The University will provide support and help to source these opportunities. Past examples of internships which students have embarked on include with Jaguar Land Rover and Aston Martin.

You will be taught by staff with both academic research and industry experience, many of whom have spent time in roles such as marketing executives, managers and directors of private and public sector organisations. Many of the academics are both nationally and internationally recognised in their respective fields of specialism, publishing their research in the highest quality academic journals, such as the Journal of Marketing Management.

International experience opportunities

You will have the opportunity to gain international experience in a number of ways, not least through the multicultural environment fostered by staff and students from all over the world. Nearly two-thirds of the Department’s staff have joined from overseas countries, leading to a department that is very international in outlook.

Within course content, we encourage an international outlook in all modules through the use of international case studies. Modules such as Managing Global Marketing Teams or Global Professional Development (Consultancy) are just two examples where there is a direct reference to international perspectives.

The course also offers the opportunity for international experiences, with previous cohorts of students on similar courses having visited Leuen in Belgium, Dubai,Malaysia and Greece. Overseas field trips are subject to availability, and fees apply.

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