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Marketing Communications and Advertising Masters (MSc)

Mode Duration Start date
Full time 1 year September 2017

Choose Kingston's Marketing Communications and Advertising MSc

Our Marketing Communications and Advertising MSc, accredited by CIM, places each student under the spotlight. Can you put your sound theoretical understanding into practice? Will your communications plan, and the research it's built on, withstand academic scrutiny? Do you present work confidently? Would a seasoned ad agency director trust your recommendations? Graduates are ready to leap into advertising, communications or public relations roles, and answer any question their clients throw at them.

CIPRThe Marketing Communications and Advertising MSc is accredited by Chartered Institute of Public Relations (CIPR).

Find about more about the Marketing Communications and Advertising MSc from the director of studies, Patricia Harris:

  • Industry application and critique: on this course you will pitch to a panel of real marketing agency professionals, who will critique your technique as well as your response to the brief. You will learn to use research to become an expert in a given area, and to communicate these findings to others quickly and effectively. You will gain broad and also deep knowledge of each marketing communications channel, with a focus on advertising.
  • Contacts in the sector: guest speakers, from marketing directors to media planners, come to Kingston to share up-to-the-minute information from their campaigns with our students. Even the course syllabus itself is designed and refined in consultation with a panel of marketing experts. With easy access to central London, there are plenty of opportunities to build up a network of contacts.
  • Career-ready: the work you complete during your masters builds into a portfolio you can be proud to show recruiters. Graduates from this course typically enter the workplace in a variety of communications, public relations and consultant roles, and have a strong foundation on which to progress their careers to the top. 

"The links with our Marketing Expert Panel mean there's always an opportunity to ask what's changed and what's new in the campaigns you've been working on?' and to bring that up-to-the-minute input into the course." – Patricia Harris, director of studies

You do not need to have a background in business to study this course, but you will need to have a strong interest in gaining a masters in advertising and marketing communications.

Assessment

Coursework.

Course structure

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

Available modules

  • This module will prepare you for a successful career in communications. It is designed to give you an integrated view of the key components of the marketing communications mix – advertising, sales promotion, public relations and interactive marketing – within the wider context of communications planning.

    You will consider theory, concepts, and 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.

     
  • Discover new ways to engage with your audience and generate brand awareness, loyalty and sales. Combine theoretical perspectives and research with case studies and practical exercises to understand which interactive approaches work in which situations - from tried-and-tested direct marketing and sales promotion techniques to the latest advances in mobile and social media. This module will prepare you to determine the value of new tools available for contemporary marketing communications: social media, viral marketing, gamification, mobile marketing, brand advocacy, buzz and engagement.

    You will become familiar with new rules and dynamics that have been generated through multiple brand touch-points, and learn to devise effective multi-platform campaigns. This module is delivered with a strong emphasis on student-centred learning through regular research projects, presentations and practical assignments.

     
  • In this module, you will examine the theory of public relations and investigate the tools and techniques used to build and maintain reputation. Careers in PR require a rigorous mind that can understand and react to complex situations as they develop, so the application of theory in practice is particularly important on this module. Delivery is through a combination of lectures, guest speakers, case study tutorials and group presentations, with a strong emphasis on student-centred learning such as regular research projects and practical assignments.

     
  • Examine how marketing management theories and methods can be applied to ensure long-term success for a broad range of organisations, private or not-for-profit, with a global context.

    Global Marketing Management is the discipline of planning, organising and managing marketing resources across international regions, to achieve an organisation's marketing objectives. This module is delivered through lectures, case study seminars and workshops and is supported by professional guest speakers.

     
  • This module focuses on how people buy and use products, and how they react to marketing action. You will:

    • apply this buyer behaviour information to specify marketing goals and define an effective services strategy;
    • critically evaluate the latest research developments in buyer behaviour, such as customer loyalty, satisfaction, advertising effectiveness, branding, pricing and store atmospherics;
    • take a scientific approach, based on evidence and theory, to understand the practical application of research findings and to identify areas where further investigation may be needed; and
    • evaluate the most appropriate methods of investigation and analysis.
     
  • Understand the elements of effective market research. Collect primary data that is valid and reliable for management purposes. Develop practical skills in data analysis to transform this raw data into information that guides marketing decisions. This module can act as a launch pad for a career in market research within the wider marketing industry.

    The skills you learn in this module also prepare you for your dissertation. Learn to critically evaluate commercial and academic published research, construct and execute a programme of research, and analyse and present the results.

    The module is delivered through a combination of class sessions, workshops and computer mediated practical sessions covering both quantitative and quantitative aspects of data collection and analysis.

     
  • You will research a specific area of marketing in depth by indentifying a topical issue or problem using appropriate theory and research methods. You will put the knowledge you've developed during the course to the test by writing a research proposal and dissertation that combine academic rigour with practical marketing implications. You will then communicate these findings as you would do in the workplace – by writing a management report.

    This module teaches you how to select appropriate research methods and leads to a theoretically-grounded research project which generates findings that inform management decisions. It will teach you to apply your research skills and gain experience managing a large-scale research project. These advanced research skills will prepare you for a highly adaptable career in marketing, and differentiate you as a future business leader.

     

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.

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Location

This course is taught at Kingston Business School

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Contact us

Admissions team

Location

This course is taught at Kingston Business School

View Kingston Business School on our Google Maps
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