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Advertising & the Creative Economy Masters (MA)

Mode Duration Attendance Start date
Full time 1 year 2 or 3 days a week September 2016
Part time 2 years 2 or 3 days a week September 2016

Choose Kingston's Advertising & the Creative Economy MA

If you would like to develop your career or create your own business in the advertising sector, this course is ideal. It will help you to explore and understand creativity and its management not only in the advertising sector, but also across a wide range of the creative industries, while also equipping you with entrepreneurial skills.

This MA is an intensive, collaborative masters which combines the creativity of advertising with the business know-how to get your ideas off the ground. It is suitable for graduates and industry professionals alike. It is interdisciplinary and extremely practical.

What will you study?

By the end of the course, you will be equipped with an in-depth knowledge of the advertising world and acquired the practical and entrepreneurial skills needed to succeed in this creative industry.

In addition, you will explore a wide range of advertising and communications methods such as social media, gamficiation, brand advocacy and engagement. You will also cover sales promotion, public relations and interactive marketing and marketing planning.

Assessment

A mix of project work and formal assessments, including essays, case studies, reports and presentations, plus the final Personal Research Project (maximum 12,000 words).

Why study a Creative Economy course?

Our Creative Economy masters courses give you the opportunity to gain a range of knowledge and experience, including:

  • Gain entrepreneurial skills – help create start-ups and pitch ideas to real industry bosses at a "Dragons' Den", and visit a wide variety of entrepreneurial businesses.
  • Brush up on practical workplace skills such as data collation, review and synopsis.
  • Our students come from all over the world to study on Kingston's creative economy courses, so you will finish the course with an international network of contacts.
  • Excellent teaching – the Managing in the Creative Economy MA course was ranked as one of the best entrepreneurship masters in the world by the Eduniversal masters ranking 2015/16, and Kingston Business School is one of only a few of the 120 UK business schools to be awarded an 'excellent' rating for its teaching quality by the Higher Education Funding Council.
  • Regular visits from industry experts and entrepreneurs, field trips to entrepreneurial businesses and events that connect the creative industry to the local community and give you a valuable network.
  • Students can add study at the prestigious Boston University to their programme and gain a dual masters degree.
  • Kingston Business School has joined an elite group of global institutions to be awarded the prestigious international accreditation by the AACSB (Association to Advance Collegiate Schools of Business). A hallmark of excellence in business education, the accreditation has been earned by just 5 per cent of the world's business schools.

Course structure

For the core modules, you will study with students from across all the creative industries programmes. For the specialist modules, you will study alongside fellow advertising students.  

Please note that this is an indicative list of modules and is not intended as a definitive list.

Core modules

  • The growth of the 'creative industries' within advanced capitalist countries is a phenomenon of the post-Second World War period – but they are difficult to define and measure.

    The first part of the module will be devoted to the history and definitions of the creative industries. The second part will be concerned with the issues that the sector is facing, such as labour issues, the role of technology, the need for funding and investment, the issue of sustainability and legal issues (intellectual property). This module will offer students the opportunity to grasp the contradictions inherent to the creative industries and their potential for changing – for better or worse – our societies, economies and cultures.

     
  • At the heart of Creative Industries is the notion of artistic creativity. However, far from being the result of individual 'creative geniuses', art works and creativity emerge as the results of a collective process. This is a capability that other sectors now need to understand and emulate. The European Commission's Directorate General for Enterprise and Industry has identified the Creative Industries as 'drivers of social and economic innovation in the economy'.

    This module aims to give students the knowledge and understanding of management processes and behaviours necessary for managing creativity and innovation in the creative industries. They will also explore the ways in which these processes can be used in other sectors of the economy.

     
  • The Personal Research Project is a self-initiated project reflecting critical evaluation of all your previous learning. It will draw on the knowledge and intellectual skills you have acquired from the core subjects, and the knowledge and skills you have developed in your particular specialism.

    Key to this process will be an awareness and understanding of different research strategies and procedures within a variety of contexts. You will become familiar with different research tools and, more importantly, be in a position to critically evaluate the various tools based on need, context, issues and purpose in relation to problem solving.

    This module is the culmination of the MA experience, and the most ambitious expression of individual interest, motivation, creativity and ability to deliver.

     
  • Bridge the gap between creativity and business in this exciting module. You will learn how to develop an innovative product or service and turn it into a viable business by working in a multidisciplinary team. Through design thinking, you'll learn how to identify opportunities for innovation, develop a product that is centred on the user's needs, and design a business model to produce your innovation for the public. Combining skills and courses in new product development, business modelling, social marketing, branding, finance, web design, prototyping, empathy, storytelling and more, you'll learn not only what it takes to become a business creative, but you will also become one yourself. This challenging module is one-year long and combines the knowledge from your background with other modules taken at the University into a live, working business experience.

    To find out more about the learning outcomes of this module, visit the Design Thinking for Start-ups blog which covers what our students are currently working on.

     

Specialist modules

  • This module will expose you to contemporary elements of the integrated marketing communications mix, and is relevant to all students who want to equip themselves for a career in marketing communications, either on the agency or client side.

    Along with traditional elements of the mix, such as public relations, direct marketing and sales promotion, you will explore social media, virals, gamification, mobile, brand advocacy, buzz and engagement. You will become familiar with the range of options available to generate brand awareness, loyalty and ultimately sales. You will gain an in-depth understanding of new rules and dynamics generated through multiple brand touch-points, and you will be able to devise effective multi-platform campaigns. You will combine theoretical perspectives and practical applications to ensure that you develop the rigorous research and analytical skills essential for effective marketing communications. There is a strong emphasis on student-centred learning with regular research projects, presentations and practical assignments.

     

     
  • This module is relevant to all students who want to equip themselves for a career in marketing communications and advertising, either on the client or agency side. It focuses on the integration of the key components of the marketing communications mix: advertising, sales promotion, public relations and interactive marketing, within the wider context of marketing planning. The module incorporates theoretical and conceptual considerations with the operational aspects of marketing communications strategy and planning. The module is delivered through a combination of lectures, guest speaker sessions, workshops, case study analysis and student presentations that support your learning experience.

     

You will have the opportunity to study a foreign language, free of charge, during your time at the University as part of the Kingston Language Scheme. Options currently include: Arabic, French, German, Italian, Japanese, Mandarin, Portuguese, Russian and Spanish.

For further information:

Admissions team
Tel: +44 (0)20 8417 5364
Email us

Location

This course is taught at Kingston Business School

View Kingston Business School on our Google Maps

For further information:

Admissions team
Tel: +44 (0)20 8417 5364
Email us

Location

This course is taught at Kingston Business School

View Kingston Business School on our Google Maps
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