Marketing Communications and Advertising MA

The Marketing Communications and Advertising MA will be particularly beneficial to recent graduates who are seeking employment in an area of marketing communications such as advertising, public relations, direct marketing, sales promotion or sponsorship.

What will you study?

The Marketing Communications and Advertising MA provides the opportunity for learning and research in the area of marketing communications theory and practice. The course also provides an opportunity to study the closely related topics of marketing management, marketing strategy, market research and buyer behaviour so that integrated marketing communications is examined in the context of marketing management in general.

Course director Patricia Harris talks about the benefits of studying this course at Kingston University:

Kingston Business School works closely with the business world's principal professional bodies in order to harmonise its education provision with the needs of today's business practitioners. You will learn how to turn theory into practice and gain a qualification that has real value in the real world. Find out more...

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

Available modules

• Integrated Marketing Communications

• Integrated Marketing Communications

  Marketing communications is the discipline of planning, organising, managing and evaluating communications between a company or organisation and its stakeholders. It traditionally involves the integration of:

  • advertising;
  • sales promotion;
  • public relations; and
  • direct marketing.

  This module ensures that you understand the practical issues involved in creating effective integrated communications plans which incorporate both traditional and innovative elements. It also builds an understanding of the theoretical issues which underpin effective communications.

  The module is delivered via lectures, in-class exercises, workshops, electronic learning and is supported by guest speakers.

  
   
• Advertising Strategy and Planning

• Advertising Strategy and Planning

  This module focuses on the core features of the advertising function within the wider context of integrated marketing communications and marketing planning. The module incorporates theoretical and conceptual considerations with the operational aspects of advertising strategy and planning.

  A combination of lectures, workshops, case study analysis and student presentations support the learning experience. Its is also supported by electronic learning.

  
   
• Public Relations

• Public Relations

  This module introduces issues involved in planning public relations programmes through the study of theory and practical application. It will enable you to develop the skills needed to:

  • identify the role that PR plays in an integrated marketing communication mix;
  • formulate an effective PR brief;
  • create a campaign which meets specified objectives; and
  • evaluate the success of PR programmes and events.

  The module focuses on using academic studies to inform practical decisions and also places a strong emphasis on new developments in the field.

  
   
• Global Marketing Management

• Global Marketing Management

  This module studies the theory, practical application and issues relating to marketing management in a variety of contexts including both business and not-for-profit sectors.

  It looks at how the marketing discipline is key to the long-term success of an organisation and develops expertise in the theory, analysis, planning and execution of marketing strategies. Areas of study include:

  • techniques for analysing the marketing environment;
  • segmentation, targeting and positioning;
  • marketing business-to-business and business-to-consumer;
  • issues relating to product development, branding, pricing and lifecycle; and
  • issues relating to international marketing and business expansion in new territories.
  
   
• Market Research

• Market Research

  This module is designed to enable you to become a competent practitioner and user of market research. It will enable you to:

  • develop a theoretical and practical understanding of the merits of different market research techniques; and
  • formulate coherent research proposals that address both conceptual requirements and operational considerations.
  
   
• Buyer Behaviour

• Buyer Behaviour

  This module provides a critical understanding of research into buyer behaviour and looks at how it relates to problems in marketing and consumer regulation.

  It will also enable you to conduct your own research, identifying an area where further investigation may be needed and selecting the most appropriate method of investigation and analysis.

  
   
• Data Analysis

• Data Analysis

  This module focuses on the basics of analysing primary data and reporting the results of such analysis.

  Though a combination of formal sessions, workshops and computer mediated practical sessions, you are introduced to the principles and skills necessary in planning and executing data analysis for both quantitative and quantitative data.

  
   
• Strategic Brand Management

• Strategic Brand Management

  This module introduces you to the often controversial theories relating to the concept of 'the brand' and to the strategic challenges faced by brands and by their managers. Class time includes a mixture of:

  • formal lectures;
  • video case studies; and
  • seminars – which may include class debates on pre-assigned 'hot issues' in branding and assessed group presentations.

  Core and additional material, including streaming of videos watched in class, is provided via StudySpace. Such material is an integral part of the readings and preparation for the module and integrates the textbook.

  
   
• Planning Your Career in Marketing and Communciations

• Planning Your Career in Marketing and Communciations

  This module provides a framework to enable you to critically evaluate your managerial performance and plan your future career and development.

  It is designed to help you improve your skills for study and career management as well as helping with areas such as leadership and abilities such as written and verbal presentation. The aim is to give you the transferable skills that will enable you to continue your personal and professional development on an on-going basis.

  
   
• Research Methods and Dissertation

• Research Methods and Dissertation

  Initially this module will equip you with the skills and knowledge needed to successfully complete a research project.

  You will then investigate a specific marketing communications-related business problem via a substantial piece of independent work, which demonstrates your proficiency in:

  • the design of a research project;
  • the application of appropriate methods;
  • the collection and analysis of data; and
  • the presentation of results.
  
   

The Faculty of Business and Law runs a number of postgraduate and post-experience open days. Visit us to find out how we can help you achieve your career ambitions.

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