Marketing Communications and Advertising MSc

Why choose this course?

Our Marketing Communications and Advertising MSc is accredited by the Chartered Institute of Marketing (CIM).

This course can lead to a broad range of careers in marketing, particularly within marketing communications or advertising. You will gain a broad and deep knowledge of each marketing communications channel, with a focus on advertising.

You will develop communications plans that stand up to academic scrutiny and present your work to real world clients. You will pitch to clients, who will critique your technique and your response to a brief. Your work will build into a portfolio you can be proud to show recruiters.

  • Industry application and critique: on this course you will be able to collaborate with actual clients, presenting and pitching your ideas to them. 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 comprehensive knowledge of each marketing communications channel, with a focus on advertising.
  • Contacts in the sector: guest speakers come to Kingston to share up-to-the-minute information from their campaigns with our students. 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.
Mode Duration Start date
Full time 1 year September 2024
September 2025
Full time 2 years including professional placement September 2024
September 2025
Main Location Kingston Hill

Reasons to choose Kingston University

  • Kingston Business School is one of only 5% of the world's business schools to be accredited by AACSB International.
  • You will be able to achieve a CIM qualification through exemptions awarded by the CIM for this degree. CIM qualifications are highly sought-after by employers.
  • Hear best practice from experts at companies such as Coca-Cola, Samsung, TikTok, Royal Mail and John Lewis.
  • Free car parking at the Kingston Hill campus is available for students of this course. The campus can also be easily accessed by public transport. Halls accommodation is just a walk away from the classrooms.

What this course offers you

  • Career and employability focus through integrated tasks and workshops.
  • Comprehensive knowledge across all areas of communications, with a focus on advertising.
  • Highly interactive lecture sessions will develop your critical thinking by putting the emphasis on discussion and debate and the exchange of ideas between lecturers and students.
  • You will put theory into practice through applied in-class exercises as well as an exciting assessment that enables you to devise a strategic communications plan via a live company brief.
  • Guest lectures by specialist practitioners and industry experts will give you unique insight into the challenges faced by companies in today's competitive landscape.

Find about more about the Marketing Communications and Advertising MSc:

About the Department of Strategy, Marketing and Innovation

The Department of Strategy, Marketing and Innovation comprises passionate and enterprising academics from a diverse range of backgrounds. Our undergraduate and postgraduate qualifications bring together research, practitioner insights and teaching expertise in the disciplines of marketing, international business, entrepreneurship, strategy and innovation.

Our courses are truly experiential, providing you with opportunities to undertake company visits, attend networking events and hear best practice from industry guest speakers.

What our students and graduates say

In 2023, I decided to leave my home country and move abroad to pursue bigger and better ambitions for myself. Choosing to enrol in an MSc in Marketing Communications and Advertising at Kingston University, London, has been an amazing choice so far for me, reaching a step closer to my goals.

Studying at Kingston has been an enriching journey that has led to invaluable learning opportunities for my personal and professional growth. The course gets the right balance between theoretical knowledge and practical application. It has allowed me to understand the fine details of creating marketing communications strategies while honing my critical thinking, analytical, and problem-solving skills. The module lecturers and leaders have been very supportive and instrumental in guiding me through my assignments and have provided real-world insights that have broadened my perspective.

I got the opportunity to work on a live client brief for Movado (an American watch and jewellery company) with my peers to develop an international marketing plan for potential expansion in the EU. The course is accredited by the Chartered Institute of Marketing (CIM) which has given me the opportunity to obtain a CIM Certificate in Professional Digital Marketing. Getting this globally-recognised qualification on my resume is sure to open doors to a plethora of career opportunities in the future, and this is a chance no-one should miss. These practical experiences have not only enhanced my understanding of marketing as a subject but have also equipped me with the necessary skills to thrive in a competitive job market.

And not to mention, the diverse community of people I've met in and around Kingston while studying has been amazing. If you're looking for a platform to take your career in marketing to the next level while also being close to Central London and enjoying the full shebang, enrolling in Kingston University's MSc in Marketing Communications and Advertising is an opportunity you shouldn't let fly by.

Arsalan Ahmed Khan

Arsalan Ahmed Khan

Undertaking the MSc in Marketing Communications and Advertising at Kingston University has been an enriching journey, one that has significantly augmented my expertise in the realm of marketing and advertising. With a background in marketing and media communication, coupled with five years of industry experience, I sought to further hone my skills and stay abreast of industry trends through this programme.

From the outset, I was drawn to the programme's comprehensive curriculum, which promised to provide a blend of theoretical knowledge and practical insights. I found myself immersed in a stimulating learning environment, enriched by guest lectures from industry stalwarts such as Glenn Jones from U DOX and Tom Pattison from TikTok. These sessions not only offered real-world perspectives but also facilitated valuable networking opportunities, allowing me to forge connections with industry leaders.

One of the most rewarding aspects of the program has been the opportunity to pursue the Chartered Institute of Marketing (CIM) Certificate in Professional Digital Marketing concurrently. This certification, recognised globally, not only serves as a testament to my skills but also broadens my professional horizons, opening doors to diverse career avenues.

For prospective students considering applying to Kingston University's MSc in Marketing Communications and Advertising, I wholeheartedly recommend seizing the opportunity. The program's emphasis on industry relevance and practical application ensures that graduates are well equipped to navigate the complexities of the marketing domain with confidence and proficiency.

Studying at Kingston has been a transformative experience, both academically and personally. The supportive faculty staff, vibrant campus community, and state-of-the-art facilities have fostered an environment conducive to learning and growth, enabling me to embark on a journey of self-discovery and professional development.

Samiul Alam

Samiul Alam

I have enjoyed every day at Kingston University and it has been an enriching experience studying MSc Marketing Communications and Advertising as it completely changed me professionally and personally! Right from the Freshers Week to the last class, it was a rollercoaster ride filled with fun memories. Studying marketing and communications here has truly been a delight, allowing me to connect with individuals from diverse cultural backgrounds. I thoroughly enjoyed lively discussions over assignments, accompanied by delicious homemade meals at the library, which has now become a core memory.

The course has moulded me into a proficient marketer, providing a solid professional foundation. I enjoyed every assignment since it equipped me to not only think critically but also apply theories in practical scenarios. Despite their challenging nature of the assignments, our professors' unwavering support made the journey enjoyable and less stressful. The course has many group projects that helped me bond with peers who have now turned into family away from home.

Kingston University is in the heart of Kingston, London which is filled with opportunities. The course provided us with many opportunities. One such opportunity is to get a Chartered Institute of Marketing (CIM) Certificate in Professional Digital Marketing which is a notable achievement in my career. Not just that, the University has organised several job fairs and has given us the option to opt for a placement year which allows international students to gain tangible experience before stepping into the workforce. In all, I firmly believe that MSc Marketing Communications and Advertising is truly the best marketing course I've come across.

Drishti Sunil Joshi

Drishti Sunil Joshi

Srebrina now works at a contract account executive at agency gyro, working on the Virgin Atlantic Airways account.

The reason I chose Kingston University is due to the programme that it offered. From all the research I did prior to enrolling, this was the only University that offered a course in marketing, communications and advertising incorporating the modules I was interested in. The programme is really well designed to include all aspects of the communications mix but also provides a background marketing knowledge.

The lecturers are at a very good level and their expectations are really high, which means we have to work hard for the grades, but the results are truly rewarding. Most of them are previous or current practitioners as well so they know how the industry works and are up to speed with the trends and developments. The teaching style is also very good as it is not only lecturing, but there are also a lot of practical applications. I feel I am ready to take what I have learnt so far and confidently put it into work.

We have also had a chance to meet some fantastic guest speakers from various areas of marketing and communications which made every lecture interesting and different.

Another aspect of the course I have really enjoyed is the people I have met. We are a very diverse bunch with colleagues from all over the world and it is a great learning experience and we have a lot of fun together. As the course is very intense we spend a lot of time together and I can say in a few months I have managed to create lifelong friendships.

The learning resources are in abundance. The staff is always ready to help us and guide us every step of the way and I never felt a lack of support. I am really happy overall with my choice and would recommend it to anyone who is contemplating doing a degree in business.

Srebrina Siveva

What you will study

This Marketing Communications and Advertising MSc is made up of seven modules worth a total of 180 credits.

Year 1

Year 2 (optional placement year)

Core modules

Buyer Behaviour

15 credits

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.
Global Marketing Management

15 credits

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.

Market Research and Data Analysis

30 credits

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.

Research Proposal and Dissertation

60 credits

You will research a specific area of marketing in depth by identifying 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.

Digital Communications and Analytics

15 credits

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.

Marketing Communications and Advertising Strategy

30 credits

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; namely, advertising, sales promotion, public relations and interactive marketing, within the wider context of strategic marketing planning. The module incorporates theoretical and conceptual considerations with the operational aspects of marketing communications strategy and planning, required for those students considering a career in marketing communications. The module is delivered through a combination of lectures, guest speaker sessions, workshops, case study analysis and student presentations which support your learning experience

Public Relations

15 credits

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.

The professional placement year is optional. It takes place after the full time year. It enables students to do a 12-month work placement as part of their course. The work placement is an assessed part of the course and is therefore covered by a Student Route visa.

Find out more about the postgraduate work placement scheme.


Professional Placement

120 credits

The Professional Placement module is a core module for those students following a masters programme that incorporates an extended professional placement that follows completion of the first 180 credits of taught modules and project or dissertation. It provides students with the opportunity to apply their knowledge and skills in an appropriate working environment, and to develop and enhance key employability skills and subject specific skills in their chosen subject.

It is the responsibility of individual students to locate and secure a suitable placement opportunity; this will normally involve one placement which must be completed over a minimum period of 10 months and within a maximum of 12 months. The placement must be approved by the module leader prior to commencement to ensure its suitability.

After you graduate

You will graduate ready for roles such as account manager, media planner, customer insight and analytics executive, digital marketer and marketing executive. 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.

Some graduates decide to continue their studies at Kingston University though doctoral research, and many decide to use the skills they have learned to set themselves up in business.

Kingston Business School Accreditations

Kingston Business School holds the prestigious international accreditation by the AACSB (Association to Advance Collegiate Schools of Business) in recognition of the excellence of its business education. This accreditation has been earned by just 5% of the world's business schools and recognises the high quality and standard of our business degree offerings.

AACSB Accredited logo


Chartered Institute of Marketing

Chartered Institute of Marketing

Chartered Institute of Marketing

This course is accredited by the Chartered Institute of Marketing (CIM). CIM qualifications are highly sought after by employers. Students on this course will have the opportunity to gain a CIM Certificate in Professional Digital Marketing through the CIM Accredited Degree Programme.

Specialist careers support

You will take part in an Assessment Centre Experience, providing the opportunity to experience the pathway to employment with tailored feedback to help develop your employability skills for the world of graduate employment.

  • Develop your understanding of the jobs market, including current trends and opportunities, different recruitment processes and how to identify relevant roles
  • Receive personalised feedback reports to help you to improve and progress
  • Access additional webinars on top tips, employer expectations and best practice
Specialist careers support

Kingston Business School: be who you want to be

At Kingston Business School we lead

Entry requirements

Typical offer

A 2:2 or above honours degree or equivalent in a relevant discipline.

Candidates with non-standard qualifications but with relevant experience are welcome to apply.

Pre-Masters programme

If you do not meet these entry requirements, our pre-masters programme can prepare you for the course.


Please note: most students from countries outside the European Union/European Economic Area and classified as overseas fee paying, are not eligible to apply for part-time courses due to UK student visa regulations. For information on exceptions please visit the UKCISA website or email our CAS and Visa Compliance team.

All non-UK applicants must meet our English language requirement, which is Academic IELTS of 6.5 overall with no element below 6.0. Make sure you read our full guidance about English language requirements, which includes details of other qualifications we consider.

Applicants who do not meet the English language requirements could be eligible to join our pre-sessional English language course.

Applicants from recognised majority-English-speaking countries (MESCs) do not need to meet these requirements.

Country-specific information

You will find more information on country-specific entry requirements in the International section of our website.

Find your country:

Teaching and assessment

Guided independent study (self-managed time)

When not attending timetabled sessions you will be expected to continue learning independently through self-study. This typically will involve reading journal articles and books, working on individual and group projects and preparing coursework assignments and presentations. Your independent learning is supported by a range of excellent facilities including online resources, the library and CANVAS, the online virtual learning platform.

Support for postgraduate students

As a student at Kingston University, we will make sure you have access to appropriate advice regarding your academic development. You will also be able to use the University's support services

Your workload

A course is made up of modules, and each module is worth a number of credits. You must pass a given number of credits in order to achieve the award you registered on, for example 360 credits for a typical undergraduate course or 180 credits for a typical postgraduate course. The number of credits you need for your award is detailed in the programme specification which you can access from the link at the bottom of this page.

One credit equates to 10 hours of study. Therefore 180 credits across a year (typical for a postgraduate course) would equate to 1,800 notional hours. These hours are split into scheduled and guided. On this course, the percentage of that time that will be scheduled learning and teaching activities is shown below. The remainder is made up of guided independent study.

  • 17% scheduled learning and teaching

The exact balance between scheduled learning and teaching and guided independent study will be informed by the modules you take.

Your course will primarily be delivered in person. It may include delivery of some activities online, either in real time or recorded.

How you will be assessed

Assessment typically comprises practical assessments (e.g. presentations) and coursework (e.g. essays, reports, self-assessment, portfolios, dissertation). The approximate percentage for how you will be assessed on this course is as follows, though depends to some extent on the optional modules you choose:

Marketing Communications & Advertising MSc

Professional Placement Year

Marketing Communications & Advertising MSc
  • Coursework: 100%
  • Practical: 0%
Professional Placement Year
  • Coursework: 100%

Feedback summary

We aim to provide feedback on assessments within 20 working days.

Your timetables

Each student receives a personalised timetable. This is usually available after you have completed your online enrolment, which is typically accessible one month before the start of your course.

Class sizes

You will be part of an intimate cohort of students which supports dedicated academic guidance and advice and gives you the opportunity to build a life-long network of colleagues. Some modules are common across other postgraduate programmes therefore you will be taught alongside students who are on these courses within the School.

Fees for this course

2025/26 fees for this course

Home 2025/26

  • MSc full time £13,500

International 2025/26

  • MSc full time £19,700

2024/25 fees for this course

Home 2024/25

  • MSc full time £12,900

International 2024/25

  • MSc full time £18,900

Fees for the optional placement year

If you choose to take a placement as part of this course, you will be invoiced for the placement fee in Year 2. Find out more about the postgraduate work placement scheme and the costs for the placement year.

Postgraduate loans

If you are a UK student, resident in England and are aged under the age of 60, you will be able to apply for a loan to study for a postgraduate degree. For more information, read the postgraduate loan information on the government's website.

Scholarships and bursaries

Kingston University offers a range of postgraduate scholarships, including:

If you are an international student, find out more about scholarships and bursaries.

We also offer the following discounts for Kingston University alumni:

Additional costs

Depending on the programme of study, there may be extra costs that are not covered by tuition fees which students will need to consider when planning their studies. Tuition fees cover the cost of your teaching, assessment and operating University facilities such as the library, access to shared IT equipment and other support services. Accommodation and living costs are not included in our fees. 

Where a course has additional expenses, we make every effort to highlight them. These may include optional field trips, materials (e.g. art, design, engineering), security checks such as DBS, uniforms, specialist clothing or professional memberships.


Our libraries are a valuable resource with an extensive collection of books and journals as well as first-class facilities and IT equipment.

Computer equipment

There are open-access networked computers available across the University, plus laptops available to loan. You may find it useful to have your own PC, laptop or tablet which you can use around campus and in halls of residence. Free WiFi is available on each of the campuses. You may wish to purchase your own computer, which can cost from £100 to £3,000 depending on your course requirements.

Photocopying and printing

In the majority of cases written coursework can be submitted online. There may be instances when you will be required to submit work in a printed format. Printing, binding and photocopying costs are not included in your tuition fees, this may cost up to £100 per year.


Travel costs are not included in your tuition fees but we do have a free intersite bus service which links the campuses, Surbiton train station, Kingston-upon-Thames train station, Norbiton train station and halls of residence.


Students who choose to take a placement will need to allow for travel costs. Cost will depend on the location of the placement. If placement is based in London travel costs may vary from £0 to £200 per month, for 12 months.

Course changes and regulations

The information on this page reflects the currently intended course structure and module details. To improve your student experience and the quality of your degree, we may review and change the material information of this course. Course changes explained.

Programme Specifications for the course are published ahead of each academic year.

Regulations governing this course can be found on our website.