COURSE CURRICULUM

The Advertising and Public Relations Management MSc is designed to provide students with a comprehensive and practical understanding of the contemporary advertising landscape, public relations practices, media planning, and evolving consumer behaviours. In semester one, the first module, Contemporary Advertising and Communication Strategy, introduces students to the complexities of the current communications environment. It examines how advertising strategies are developed and applied in a rapidly changing world, with attention to global markets, regulatory systems, target audiences, and cultural and social contexts. Students actively engage in the role of advertising professionals, working through real-world briefs to develop integrated campaigns using contemporary advertising practice. Alongside this, the Consumer Futures module explores the socio-cultural, psychological, and ethical drivers behind consumer behaviours. Students learn to interpret motivations, consumption trends, and their broader societal and environmental impacts, developing insight into future consumer engagement strategies. In semester two, students progress to Corporate and Brand PR, where they study how public relations tools are employed to build organisational reputations and foster strong brand-consumer relationships. This module places emphasis on the interplay between PR, advertising, and marketing, and the strategic role of PR practitioners in shaping public perception. The second module of the semester, Contemporary Media Choice, focuses on the impact of digital transformation on media strategy. Students examine the evolving roles of media agencies, the use of paid and owned media, consumer media habits, and media analytics to effectively plan, budget, and control communication campaigns. In the final part of the course, students choose between completing a traditional Dissertation or a Marketing Consultancy Project. The Dissertation involves conducting independent research on a chosen marketing topic, fostering in-depth academic analysis and research skills. The Marketing Consultancy Project offers a hands-on, client-facing experience where students work on a live business brief, produce a detailed consultancy report, and deliver a presentation. This option provides valuable real-world experience and enhances professional and employability skills through direct engagement with industry challenges. Together, the program delivers both academic depth and practical expertise in advertising and PR management.