COURSE CURRICULUM

The Advertising, Marketing Communications and Public Relations BA (Hons) program is structured over three years to develop students’ understanding of marketing, communication strategies, and industry practices. In the first year, students build a strong foundation by exploring key areas such as principles and practice of marketing, public relations, media culture, and managing people in organisations. They also gain essential skills in data analysis and understanding the wider business and economic environment. In the second year, the focus becomes more applied and industry-oriented, with modules covering consumer behaviour, advertising theory, digital marketing, and marketing communications. Students also develop practical skills through campaign creation, consultancy projects, and work-based learning, while gaining insights into inclusivity and sustainability in business. By the third year, students move into more advanced and strategic topics such as corporate communications, strategic marketing, and global marketing in the digital age. They also study brand management, social marketing, and communication theory, alongside completing a dissertation and a consultancy project that allow them to apply their knowledge in real-world contexts. Overall, the course offers a progressive learning journey that combines theory, practical experience, and strategic thinking to prepare students for careers in marketing, advertising, and public relations.