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 2023 September 2024 |
| Full time | 2 years including professional placement |
September 2023 September 2024 |
| 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:
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.
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.
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.
Accreditation
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 masters degree and a CIM professional qualification will strengthen your CV and help you stand out as a master of your subject.
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
At Kingston Business School we lead
What our graduates say
I enjoyed that the course gave me the opportunity to explore different areas of marketing, supplemented by the academics' successful practitioner experience in the industry. The lectures were very inspiring and provided insights into the world of marketing and advertising at different types of corporations.
We received lots of support from the Careers and Employability Service through practical workshops, careers fairs and employability sessions, which has helped to me to plan for my future career.
Margarita Orlova
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
Entry requirements
Teaching and assessment
Who teaches this course?
Fees for this course
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.
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.
