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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.
'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.
If you are planning to join this course in the academic year 2021/22 (i.e. between August 2021 and July 2022), please view the information about changes to courses for 2021/22 due to Covid-19.
Students who are continuing their studies with Kingston University in 2021/22 should refer to their Course Handbook for information about specific changes that have been, or may be, made to their course or modules being delivered in 2021/22. Course Handbooks are located within the Canvas Course page.
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 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 offering.
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 masters degree and a CIM professional qualification will strengthen your CV and help you stand out as a master of your subject.
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.
This Marketing Communications and Advertising MSc is made up of seven modules worth a total of 180 credits.
This module focuses on how people buy and use products, and how they react to marketing action. You will:
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.
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.
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.
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
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 Tier 4 visa.
Find out more about the postgraduate work placement scheme.
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.
A good bachelors degree, or equivalent, in any discipline.
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 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 recognised majority English speaking countries (MESCs) do not need to meet these requirements.
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.
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.
Contact hours may vary depending on your modules.
Marketing Communications & Advertising MSc
Professional Placement Year
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
We aim to provide feedback on assessments within 20 working days.
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.
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.
Depending on the programme of study, there may be extra costs which 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, 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. You may prefer to, or be required to, buy your own copy of key textbooks.
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 residences. Free Wi-Fi is available on each of the campuses.
In the majority of cases coursework can be submitted online. There may be instances when you will be required to submit work in a printed format. Printing and photocopying costs are not included in your tuition fees.
Travel costs are not included but we do have a free intersite bus service which links the campuses and halls of residence.
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:
The experience of delivering courses in 2020/21 under the various Covid-19 restrictions has enabled us to better prepare and plan the delivery of our courses in 2021/22. We are confident the course can be delivered as planned and, therefore, we do not anticipate having to make any further changes to the course, i.e. number of modules or credits in a year, in response to issues arising from the pandemic. However, if this becomes necessary, the changes will be highlighted to students via email before enrolment.
Unless government advice instructs otherwise, Study Abroad programmes will take place in 2021/22. The safety of all our students is paramount, therefore, as per normal practice, all Study Abroad activities must also be approved by the University's insurers to ensure that students are adequately protected during their period abroad. We will provide updates as the pandemic situation stabilises and/or further government advice is released.
Changes can be made to courses as part of normal enhancement processes in order to keep our courses up to date with current developments in that subject area and in response to feedback from students and other key stakeholders. Any such changes made to the composition of the course will be highlighted to students by email before enrolment.
The experience of delivering courses in 2020/21 under the various Covid-19 restrictions has enabled us to better prepare and plan the delivery of our courses in 2021/22. We are confident the course can be delivered as planned and, therefore, we do not anticipate having to make any further changes to module titles and summaries or to the availability of modules in response to issues arising from the pandemic.
Changes can be made to modules as part of normal enhancement processes in order to keep our courses up to date with current developments in that subject area and to provide a high quality student experience. Any such changes made to module titles, module summaries and/or availability of modules will be highlighted to students by email before enrolment.
We expect to deliver the course within the planned timescales to enable successful students to progress through and graduate from the course without delay.
In exceptional circumstances the sequence of learning and teaching activities may be changed in 2021/22, e.g. moving those modules which can be delivered more effectively to the first teaching block and moving back those – such as practical modules and placements – which may be more difficult to deliver due to some ongoing restrictions.
In some cases, it may be necessary to delay placement modules which may then impact the length of the course. In these circumstances the University will guide students through the appropriate options available to ensure students are able to make informed choices.
We have not changed entry requirements as a direct result of the pandemic.
We have not changed entry requirements for international students as a direct result of the pandemic.
As we transition from the pandemic restrictions, we expect to steadily increase the proportion of on-campus teaching. We will continue to provide a proportion of online learning, as experience has shown that this enriches and supports the student learning experience.
If the pandemic affects teaching and learning activities in 2021/22 more than we currently anticipate, the proportion of online learning will increase. However, unless a lockdown is enforced, we will ensure that all courses provide a reasonable percentage of their teaching and learning activities on campus.
Should your circumstances prevent your attendance at on-campus sessions, you should still be able to engage with your course remotely in a way that allows you to progress. Where this is not possible, for example on courses with high practical content, your course team will be able to advise you on the options available to you.
The University will continue to closely monitor government announcements and advice in relation to the pandemic and, where required, will take any necessary action in order to comply with such advice.
In the event that a further lockdown is enforced in 2021/22 the University will aim to deliver the course fully online once more. The majority of our courses are prepared to be delivered fully online if the situation requires it. Where the quality of the student experience may be compromised, or the course is unable to be delivered fully online, the University may need to suspend the delivery of that course until a time that it can be delivered. Students will be supported in these situations to ensure they are able to make the right choices for their particular circumstances.
Changes to the overall breakdown of scheduled learning and teaching hours, placements and guided independent study hours were not and will not be made as a direct result of the pandemic.
‘Scheduled learning and teaching' includes teaching delivered online, either live or recorded/on demand.
Your individualised timetable for teaching block 1 (i.e. up to December 2021) should be available by the end of August. Timetables for teaching block 2 (i.e. from January 2022) will not be available until the autumn. We make every effort to ensure timetables are as student-friendly as possible.
In 2020/21 it was agreed that scheduled learning and teaching could take place on any day of the week between 9am and 9pm, to maximise the time available for teaching in order to accommodate smaller group sizes and social distancing. This meant we sometimes had to use Wednesday afternoons and enrichment week for additional teaching slots. If we need to accommodate smaller group sizes and social distancing in 2021/22 we expect to adopt a similar approach. Timetables for part-time students will depend on the modules selected.
The experience of delivering courses in 2020/21 under the various Covid-19 restrictions has enabled us to better prepare and plan the delivery of our courses in 2021/22. We are confident the course can be delivered as planned and, therefore, do not anticipate having to make any further changes to the course, i.e. to the overall methods of assessments, in response to issues arising from the pandemic. However, if this becomes necessary, the changes will be highlighted to students via email before enrolment.
Changes are made to modules, including how they are assessed, as part of normal enhancement processes to keep our modules up to date with current developments in that subject area and in response to feedback received from students and other key stakeholders. Any changes to the overall methods of assessment for Year 1 of the course will be highlighted to students by email before enrolment.
If social distancing or lockdown restrictions are in place in 2021/22, online alternative options to formal on-campus examinations, including practical examinations, will be made available to students where possible.
No changes are expected to the general level of experience or status of staff involved in delivering the course.
Staff are engaged in Continuous Professional Development activities to develop their teaching expertise, as part of the normal enhancement processes, to ensure that course teams have the required breadth of expertise.
There will be no changes to published tuition fees for 2021/22.
As we transition from the pandemic restrictions, we expect to be able to increase student access to on-campus facilities. Students will therefore have access to University computers and library facilities.
If, due to an increase in social distancing requirements or the enforcing of a lockdown, it becomes necessary to significantly increase the proportion of teaching delivered online, students will need a personal laptop or computer and access to the internet to participate in online teaching and learning activities. Students who are able to travel will have access to computers on campus, however, it should be noted that access to on-campus facilities might be restricted if social distancing requirements are enforced.
The University is committed to supporting students who are unable to access suitable technology to ensure equity of access in a blended delivery mode.
There will be no changes to any existing University funding arrangements for 2021/22. Currently there are no indications from the UK government that there will be any changes to government funding arrangements.
There will be no changes to published tuition fees or funding arrangements specifically relating to international students for 2021/22.
We are anticipating that placements (including work and clinical placements) and field trips included as part of the course will go ahead in 2021/22. However, to ensure students gain maximum value from placement activities, it may be necessary to reschedule them to later in the year, when any impacts from the pandemic restrictions are minimised.
Any proposed changes to placements or field trips would go through the University's agreed processes where the impact of the change will be carefully considered.
In the interests of the health and wellbeing of our students, all placement arrangements must be approved by the University's insurers and the appropriate risk assessments made before students are sent on a placement.
Courses which require placements or field trips to be completed in order to pass relevant modules will have contingency plans in place in the event that a placement or field trip cannot be completed due to another lockdown or more stringent social distancing measures.
No changes will be made to the qualification awarded, e.g. BSc (Hons), MSc, etc., as a direct result of the pandemic.
Changes can be made to courses, including the qualification awarded (although very rare), as part of normal enhancement processes in order to keep our courses up to date with current developments in that subject area. Any changes made to the qualification awarded for the course will be highlighted to students by email before enrolment.
The experience of delivering courses in 2020/21 under the various Covid-19 restrictions has enabled us to better prepare and plan the delivery of our courses in 2021/22. We are confident the course can be delivered as planned and in accordance with any professional body requirements. We do not anticipate making any further changes to courses in response to any issues arising from the pandemic and which would put at risk any professional body accreditation status.
International students should maintain awareness of the UK government's and their home country's government advice on possible travel restrictions. The University will closely monitor advice and guidance published by the UK government and assess its impact on our international students. Appropriate advice and guidance will be provided as and when required.