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  • Marketing Communications and Advertising MSc

Marketing Communications and Advertising MSc

Why choose this course?

Our Marketing Communications and Advertising MSc is accredited by the Chartered Institute of Marketing (CIM). You will gain a deep knowledge of each marketing communications channel, with a focus on advertising.The course's signature modules – Marketing Communications and Advertising Strategy and Digital Marketing Communications and Analytics – incorporate theoretical and practical elements of marketing communications strategy, digital advertising and campaign planning.

Graduates from this course will be ready to jump into a variety of advertising, communications and digital marketing roles.

  • 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.

'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.' - Dr Patricia Harris

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.

Mode Duration Start date
Full time 1 year September 2020
Full time 2 years including professional placement September 2020
Location Kingston Hill

Reasons to choose Kingston University

  • Kingston Business School is one of only five per cent 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.
  • Guest speakers, from marketing directors to media planners, come to Kingston to share up-to-the-minute information from their campaigns with our students.
  • 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

  • Real 'pitching' experience in front of top marketing communication professionals.
  • Career and employability focus through integrated tasks and workshops.
  • Broad and deep 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.

After you graduate

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 five per cent of the world's business schools and recognises the high quality and standard of our business degree offering.

Kingston Business School Accreditations

Accreditation

Chartered Institute of Marketing

Chartered Institute of Marketing

Chartered Institute of Marketing

This course is accredited by the Chartered Institute of Marketing (CIM). Students on this course the opportunity to gain a CIM Certificate in Professional Digital Marketing through the CIM Graduate Gateway scheme.

CIM qualifications are highly sought after by employers. The combination of a master's degree and a CIM professional qualification will strengthen your CV and help you stand out as a master of your subject.

Find about more about the Marketing Communications and Advertising MSc:

What our graduates say

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 which is really helpful to make us understand how it all works as a whole.

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 dry theory lecturing but there are a lot of practical applications and I feel I am ready to take what I have learned 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 that 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, if only I had the time to learn everything that is offered online as well as in the learning centres. 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)

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 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.

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 allows 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 Tier 4 visa.

Find out more about the postgraduate work placement scheme.

Module

Professional Placement

120 credits

The Professional Placement module is a core module for those students following a Master's 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.

The information above reflects the currently intended course structure and module details. Updates may be made on an annual basis and revised details will be published through Programme Specifications ahead of each academic year. The regulations governing this course are available on our website. If we have insufficient numbers of students interested in an optional module, this may not be offered.

Entry requirements

Typical offer

A good bachelor's degree, or equivalent, in any discipline.

Pre-Masters programme

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

International

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 5.5. 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 a recognised majority English speaking countries (MESCs) do not need to meet these requirements.

Teaching and assessment

Guided independent study

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

Marketing Communications & Advertising MSc

  • 17% of your time is spent in timetabled teaching and learning activity

Professional Placement Year

  • 100% of your time is spent on guided independent study and placement

Contact hours may vary depending on your modules.

Marketing Communications & Advertising MSc

Professional Placement Year

Marketing Communications & Advertising MSc
  • Scheduled teaching and learning: 286 hours
  • Guided independent study: 1365 hours
Professional Placement Year
  • Guided independent study: 50 hours
  • Placement: 1150 hours

How you will be assessed

Assessment typically comprises of practical assessments (eg presentations) and coursework (eg 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: 98%
  • Practical: 2%
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 1 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 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

Home and European Union 2020/21

  • MSc full time £11,280

Overseas (not EU) 2020/21

  • MSc full time £16,000
Postgraduate study
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