COURSE CURRICULUM

The BA (Hons) Advertising and Marketing Communications program at UCLan Cyprus is structured over four years to gradually develop students’ knowledge, creativity, and professional skills. In Year 1, students are introduced to the fundamentals of advertising, marketing communications, economics, and marketing, with optional modules that strengthen academic writing, business theory, and enterprise skills. Year 2 builds a deeper understanding of core business and marketing functions, including marketing management, integrated marketing communications, media management, responsible marketing practices, and essential project skills. In Year 3, the focus shifts toward advanced and contemporary topics such as consumer behaviour, marketing research, international marketing, social media optimisation, creative communication, and employability development, preparing students for the modern global marketplace. The final year emphasizes strategic and practical application through modules like marketing of services, direct and digital marketing, campaign planning and strategy, media planning and buying, and public relations for marketing. Students also complete a dissertation in advertising, marketing, or public relations, alongside work-related learning to enhance career readiness. Overall, the program combines theoretical foundations with practical industry-focused learning, ensuring graduates are well prepared for professional roles in advertising, marketing, media, and public relations.